Masters in Marketing: Programs and Schools

Published: 19 February 2011 | by Thomas Graf

The Master of Marketing is a postgraduate program. It usually provides graduates with the MA (Master of Arts) or M.Sc. (Master of Science) degrees. They enable graduate students to expand their studies in the general area of marketing and to specialise in a closely related field. Examples are: retailing, consumer behaviour, international marketing, services, or business-to-business.

Masters in Marketing: Content, Courses, practical Parts, different Focuses

The MSc in Marketing usually consists of three different ideas incorporated into the schedule: courses in any relevant marketing areas, interdisciplinary courses for specialisation, and training in application of the academical theory. Some schools also include soft skills in their schedule which are indispensable for the future careers. Examples are communication skills, leadership skills, an ethical understanding, and social responsibility. Most Marketing programs have core courses in the beginning and offer electives to choose in the later parts of the program.

Program Structure: Full-Time versus Part-Time

About 75 percent of the fulltime Marketing Masters in our database can be studied in one year. 25 percent take between one and two years. Fulltime programs are not longer than two years. Part-time programs in Marketing take longer because the students work and study at the same time. The minimum length here usually is two years and many Marketing programs offer the flexibility to take as much time as needed to finish the program.

Usually, the first three semesters are used to finish the courses and the last semester is dedicated to the thesis. This thesis typically accounts for 30 of the required 120 ECTS in the program. For specific information and in-depth data about the particular program please check with the university or school in consideration.

MSc in Marketing Requirements: open for Graduates of all academic Disciplines

Students need to have a Bachelor’s degree as qualification. Most business schools, however, are not very restrictive regarding the area of that bachelor. For example, less than 20 percent of the fulltime programs in our database require a Bachelor in business or economics. For those who have academic experience in business or economics a more restrictive Marketing program may be more attractive than a program open for any graduate.

Have a look at the curriculum: Do those programs that require a Bachelor in Business or Economics go deeper in some respects than those that are open to any graduate? Depending on the country, it may also be essential to verify your English skills through official tests such as the TOEFL.

Internationality of postgraduate Programs in Marketing

Although in European countries courses are often offered in the respective language (about 50% of the schedule), most postgraduate programs in Marketing are taught in English. Some programs include study phase abroad, for instance at a partner school or at another campus of the same university. These international bonds can not only help the aspirants to develop their language skills further. They may also enlarge their views on the field of marketing.

Exposure to the "real World"

In general, Masters in Marketing Management emphasize academical stuying. Nevertheless, each good program should provide its students with opportunities for practical applications in Marketing. For example, many institutes work closely with renowned practitioners in marketing and the related fields and invite them as guest speakers or even regular tutors. Also, a lot of studying ususally is based on work groups - another nice program element that helps practicing soft skills, in particular when the group is very diverse. Internships may top off the Master in Marketing program and be used as significant reference points for future careers

Marketing Masters: Career as a Specialist

Marketing programs (MSc or MA) are usually taught with the intention of preparing students for:

  • a career in commercial enterprises (industry, business, service provider)
  • marketing research institutes
  • advertising agencies
  • and the like

Finding the right Marketing Program: Have a Look at the Curriculum and firm Network

The basic principles of Master in Marketing programs are often similar in most universities. However, some constituents can vary significantly - for instance specializations, studies abroad, or the program structure. Thus, it is advisable to carefully check these Marketing programs and take into consideration several universities before finally deciding the program. Farsighted preparation is crucial and should be considered very early on.. Consider your options carefully and take everything into account - the requirements of the marketing program, your goals, the goals of the program, your ideas about your future career in marketing, and so on.

More information on postgraduate Programs in Marketing

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By Thomas Graf