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MS in Marketing
Request InformationDevelop essential strategic thinking skills and stay current in a constantly evolving field with our master’s in marketing degree program.
Transfer Credits
- Up to 15 Credits
Master the essentials of managing captivating campaigns across traditional and digital channels
From social media to mobile advertising, the marketing landscape is evolving at a lightning pace. Our online marketing degree program can prepare you to be at the forefront of this dynamic field, introducing you to both the fundamentals of the discipline and the innovations and strategies that are redefining the way brands reach, engage, and influence consumers.
Whether you have a background in traditional marketing and are looking to bring your skills into the digital age or you are a specialist seeking a broader understanding of the discipline, this master’s degree in marketing program can help you become a well-rounded marketing expert with the knowledge to impact your organization’s bottom line.
VARIED LEARNING TOOLS
Examine a variety of traditional and digital tools and platforms and how they integrate into the marketing mix.
CONSUMER RETENTION
Explore the key principles of consumer behavior and the importance of relationship marketing in customer retention.
CONTENT DEVELOPMENT
Gain an understanding of persuasion and storytelling in content developing, ways to leverage the power of social media, and brand and product management.
Marketing Metrics
Discover how to analyze marketing metrics as a way to inform strategic decision making.
Marketing Strategies
Devise creative marketing strategies that are relevant to real-world business needs.
Hands-on Experience
Develop a comprehensive, three-year marketing plan for a real or fictional business through a capstone project.
Career Management
Define your career objectives and professional development plan with CareerBoost®, Walden’s signature career management tool.
Embedded Graduate Certificate
Earn a Graduate Certificate in Digital Marketing after completing the following courses: MRKT 6110, MRKT 6120, and MRKT 6130.
Program Savings
Receive up to a $3,000 grant if you reside in the U.S. and start this program on March 8, 2021. Contact one of our Enrollment Specialists to learn more.
Get Started NowCurriculum
Completion Requirements
- 30 total semester credits
- Core courses (27 sem. cr.)
- Capstone course (3 sem. cr.)
This sequence represents the minimum time to completion. Time to completion will vary by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your time to completion, call an Enrollment Specialist at 855-646-5286.
Courses
| Course Code | Title | Credits |
|---|---|---|
CORE COURSES |
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| MRKT 6100 |
Integrated Marketing in the Digital AgeMarketing strategies continue to change as a result of new and innovative digital opportunities. To remain competitive in today's fast-paced environment, organizations must have an integrated strategy. Students in this course explore a variety of marketing tools and platforms—both traditional and digital—and the role they play in a strategic marketing mix. Students will examine the role of marketing within an organization and learn how consumer insights and online behavior can influence product, price, distribution, and promotion. Course content also includes the coordination of mass, direct, and online marketing activities and channels; market analysis; and the challenges and opportunities that marketing technologies bring. |
(3 sem. cr.) |
| MRKT 6110 |
Digital MarketingThrough the use of digital marketing tools and strategies, organizations can assess how digital campaigns are performing and can respond in real time. The response may be content change, keyword search modifications, or even budget allocations across channels. Digital marketing, however, relies on the marketer knowing advanced concepts and best practices for emerging media platforms to reach and influence consumers. Students can learn to assess online analytics and interpret performance results to determine campaign return on investment (ROI). Insights are provided about the best website design practices, as well as about the ways in which web-based tools support digital marketing, search engine optimization (SEO), online advertising, and the integrations of channels such as mobile, display, video, and social media. |
(3 sem. cr.) |
| MRKT 6120 |
Relationship MarketingDiscover how to foster consumer loyalty and increase customer retention through the application of relationship marketing. Throughout this course, students can explore ways to leverage Internet communication channels and technologies to engage, convert, and retain customers in both business-to-business (B2B) and business-to-consumer (B2C) markets. Additionally, students examine how to plan, design, and execute fully integrated customer relationship management (CRM) systems to get insight into customers' preferences, provide personalization, and provide targeted messaging automation. Other relationship marketing topics include database marketing across traditional and digital media, digital/social CRM, and customer experience management (CEM). |
(3 sem. cr.) |
| MRKT 6130 |
Communicating Using Social and Digital MediaWhile some companies may still be asking, "Why should we care about social media?" most are now asking, "How can we leverage the power of social media?" In this course, students examine how social media has changed the way consumers interact with brands and apply elements of storytelling to develop a social media strategy for an organizational scenario. In addition, students explore issues of ethics, privacy, and media law that are heightened by social media and digital communication distribution. Topics include types of social media, audience appropriateness, reputation management, social media strategy, evaluation methods, and the communications regulatory environment, including media law and privacy. |
(3 sem. cr.) |
| MRKT 6140 |
Market Research and Customer InsightsUnderstanding consumer behavior is essential for developing and effectively marketing products and services. In this course, students can learn how to use customer data and insights to improve strategic marketing decisions and improve performance. Students have the opportunity to analyze factors that influence buyer behavior during all stages of the purchasing process and to consider how learnings can be translated into product strategy and related marketing decisions. Additionally, students will study market segmentation and targeting practices as key means of differentiation. |
(3 sem. cr.) |
| MRKT 6150 |
Marketing Communications, Storytelling, and PersuasionWhether one is addressing a customer, an audience, or a jury, the aim is to use the tools of persuasion to influence individuals to take action. Especially in social media, it is critically important to establish an appropriate tone, voice, and personality. Tying these strategies to the overall brand positioning is even more important. It has been found that storytelling is one of the most effective tools of persuasion. Rather than simply stating the facts, the story puts facts into a meaningful context, so that the consumer can understand and empathize with the characters in the story and, therefore, identify with the brand's social media personality. In this course, students explore the elements of the story and the approaches used to develop content. Understanding the impact of individual channels on a strategy for integrated marketing communications and positioning allows the marketer to allocate budgets more effectively and efficiently. |
(3 sem. cr.) |
| MRKT 6160 |
Design Thinking: Strategy and the Creative ProcessThe ability to marry creative artistry with the strategic business needs of the client is essential for success. In this course, students explore the concepts of design thinking, strategy, and the creative process as tools to solve business problems. Topics covered in this course include an overview of the design business landscape, understanding the creative brief, audience insight, and cultural awareness as foundational to the creative process. Students focus on developing creative, problem-solving approaches that are relevant to real-world business needs. |
(3 sem. cr.) |
| MRKT 6170 |
Brand and Product ManagementKey differences exist between brand and product management, and, yet, both are crucial to the success of a product or service. In this course, students will explore the many elements of brand management, including brand architecture, the development and sustainability of the brand, brand positioning, and the perceived value of the brand. Students will analyze competitive information, and can learn to apply that knowledge in areas such as product differentiation. Throughout the course, students also will examine the critical business skills, tools, and techniques necessary for effective product management. Students will focus on the stages of a product's lifecycle, consumer demand and pricing, multichannel product management, and the fundamentals of profit and loss management. |
(3 sem. cr.) |
| MRKT 6180 |
Optimizing Marketing PerformanceHow does one know which marketing channel is contributing to new sales? How does one optimize the online marketing spend to decrease acquisition costs and improve conversion? In today's budget-conscious corporate environment, marketing professionals are tasked not only with optimizing their marketing dollars, but also with being accountable for performance associated with each activity. In this course, students can learn how to determine relevant metrics, analyze and interpret performance data, forecast results, calculate return on investment (ROI), optimize marketing performance, and present campaign results. |
(3 sem. cr.) |
| MRKT 6900 |
From Marketing Strategy to ExecutionHow can a marketing plan help a business meet its goals and objectives? How can a marketing plan help capitalize on consumer insights and trends? How can the latest innovations and communication strategies be used to reach the target audience? In this course, students will be immersed in all aspects of developing a comprehensive 3-year marketing plan that aligns with an organization's business strategy and helps marketers make better decisions about their products, services, customers, brand, and competition. Students can learn to apply best practices for market segmentation, consumer insights, competitive analysis, brand positioning and strategy, and consumer acquisition and retention strategies, as well as developing tactical ideas for each strategy, and providing financial justification for the plan. |
(3 sem. cr.) |
| VIEW ALL COURSES | ||
Tuition and Fees
| Curriculum Component | Requirements | Cost | Total * |
|---|---|---|---|
| Tuition | 30 total semester credit hours | $955 per semester hour | $28,650 |
| Technology Fee | Per semester | $210 | $1,050 |
| TOTAL | $29,700 | ||
| Transfer up to 15 credits | $14,745 | ||
| Total with Maximum Transfer Credits† | $14,955 |
The tuition reflects the minimum credits to completion. Program completion varies by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your time to completion, call an Enrollment Specialist at 855-646-5286.
*Tuition and fees are subject to change. Books and materials are not included and may cost between $1,000 and $1,400.
†Maximum transfer credit total includes reduction in technology fee as related to reduced number of courses over time
FINANCIAL AID
Many Walden degree-seeking students—67%—receive some form of financial aid.* Create a customized plan that makes sense for you.
*Source: Walden University’s Office of Financial Aid. Data reports as of 2018.
Find Ways to SaveProgram Savings
Receive up to a $3,000 grant if you reside in the U.S. and start this program on March 8, 2021. Contact one of our Enrollment Specialists to learn more.
Get Started NowAdmission Requirements
Program Admission Requirements: A bachelor's degree or higher.
General Admission Requirements: Completed online application and transcripts. Please note that the materials you are required to submit may vary depending on the academic program to which you apply. More information for international applicants.
Learning Outcomes
Graduates of the MS in Marketing program will be able to:
- Formulate statements of marketing opportunities to facilitate dialogue among stakeholders.
- Make ethically and socially responsible decisions.
- Collaborate with others from diverse perspectives in a business environment.
- Apply current trends to analyze marketing problems.
- Communicate professionally with stakeholders.
- Evaluate marketing decisions in a business environment.
Career Impact
Whether you have a background in traditional marketing and are looking to bring your skills into the digital age or you are a specialist seeking a broader understanding of the discipline, this master’s degree in marketing program can help you become a well-rounded marketing expert with the knowledge to impact your organization’s bottom line.
Resource Articles
What Does a Market Research Analyst Do?
FAQ About Walden’s Online MS in Marketing
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If you want to be an important part of the modern advertising and marketing industry, it’s worth considering earning an MS in Marketing degree. This marketing degree will help provide you with expert-level knowledge on a wide range of topics, including digital and traditional marketing tools, consumer behavior, marketing metrics, brand building, and more. Also, MS in Marketing career options are just as expansive as the knowledge you’ll gain. Employment for managers in advertising, promotions, and marketing is projected to grow at a pace that is faster than average, and the median annual wage for advertising and promotions managers was $117,000 in 2018.1 Another promising career is market research analyst, which U.S. News & World Report ranked among the top jobs in business.2
1Source: www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm
2Source: https://money.usnews.com/careers/best-jobs/slideshows/best-business-jobs?slide=9 -
The terms “public relations” and “marketing” are often used interchangeably. While it’s true that they’re closely intertwined, public relations and marketing have different—yet equally important—roles in business. By definition, public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.1 Marketing, on the other hand, is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.2
In other words, public relations is about building relationships and an organization’s positive image. Marketing, on the other hand, is the promotion and selling of a product or service—or even an idea—to consumers.
1Source: www.prsa.org/about/all-about-pr
2Source: www.ama.org/the-definition-of-marketing-what-is-marketing -
Thanks to the advent of the digital age—and the internet in particular—marketing is much more complex, which is why companies are hiring digital marketing specialists. If you want to become a digital marketing specialist, you should be able to:
- Analyze data: The digital world creates endless streams of data. The better you can analyze data gathered through your organization’s activities or purchased from data providers, the better you can position your product or service.
- Choose the right channels: As a digital marketing specialist, you have to know all the available marketing channels, what they offer, and which will give you the most bang for your buck. In a world full of digital marketing strategies and channels, it’s important to be able to pick the right ones for each business.
- Use common software and platforms: Digital marketing specialists are often expected to handle a lot of the basic tech work involved in digital marketing efforts. The more platforms you know how to use, the better positioned you are to provide value to an employer.
- Write and design: Just like you need to know the tech side of the digital marketing job, you need to have skills in the creative side, too. You will be expected to write and design marketing e-mails, Facebook posts, web pages, banner ads, etc. This requires you to know how to write brief yet impactful copy and how to make visual elements appealing.
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What exactly does a market research analyst do? That’s a multifaceted question, since the field is growing and many types of roles are needed. However, there are some key areas you can focus on if you’re looking to pursue a career as a market research analyst, including:
- Investigating new ways to collect data: Many businesses already have data collection methods in place through online shopping carts, customer loyalty programs, and surveys. But with new tech tools surfacing all the time, market research analysts must constantly assess their clients’ goals, identifying the type of data that is most helpful in achieving them—and finding ways to collect that information from consumers.
- Data mining: Not all market research analysts will engage in data mining, but it’s become an important piece of the puzzle. With so much gathered information to sift through, statistical analysts must find patterns within data sets and use them to draw conclusions. Analysts typically use statistical modeling software, such as Tableau or R, to create visual representations of their findings.
- Qualitative research: While quantitative research using statistical data plays a leading role in today’s marketing scene, gathering firsthand feedback from customers and test groups remains useful. When integrated with statistical analysis, qualitative market research can provide a deeper understanding of the psychology behind customer decisions—and a glimpse into their needs and desires.
- Interpretation and storytelling: Market research analysts spend most of their time researching competitors and analyzing customer behavior, but they must also know how to step back and interpret what they’ve learned. This ability to “translate” statistical and qualitative research findings, making them accessible to business decision-makers, is key to success in market research.
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Between new technologies and evolving social media platforms, marketing today is a moving target. Even in the midst of this rapidly evolving field, one thing remains the same: Regardless of size or success, every company faces marketing challenges. These challenges often include developing relationships with consumers, harnessing the power of social media marketing, improving the customer experience, and optimizing marketing performance. In an online degree program like Walden’s MS in Marketing, you can learn how to address these issues and more as you develop the skills you need to make a difference in the field.
Questions about our MS in Marketing?
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