Concentrations and Courses for an Online Master’s in Marketing
Because marketing is an umbrella term under which a number of different job descriptions and fields of study fall, there isn’t one single path toward a master’s degree. The biggest decision is between a Master of Business Administration (MBA) with a concentration in Marketing or a Master of Science (MS) in Marketing. MBA programs tend to be fairly uniform in nature, which can potentially make them suitable for online coursework. MS degrees in marketing may be more targeted in their curriculum, which could mean less flexibility for online coursework, but this varies by program.
An MBA essentially begins with the general path followed by all students, with core coursework in the principles, elements or essentials of business development, plus classes in managerial economics and accounting, financial management, and business law and ethics. Programs then move into more targeted areas of study specific to marketing, from consumer behavior strategies and market research, to strategic marketing and marketing management. An MBA in marketing is fundamentally an advanced business degree with a concentration in the principles and practices of marketing. This path is often chosen by those seeking careers as marketing research analysts, consultants or organizational leaders.
An MS degree in marketing is by nature less centered on the dynamics of business management and more directly focused on the various aspects of marketing as a discipline unto itself. Core courses in marketing management, strategy and research are complemented by classes that delve into consumer behavior, marketing metrics, service sector marketing and international branding strategies. Additional work in areas like integrated marketing communications, brand identity, Internet marketing, sustainability, and marketing and sales management offers candidates the opportunity to tailor degrees toward particular areas of emphasis, such as social media, entrepreneurship, sports or entertainment. An MS in marketing could lead to opportunities as a marketing manager, consultant or researcher in business and industry or in fields like advertising, promotions and public relations.
Whatever the type of marketing program, here are a few of the more popular concentrations found at the graduate level: