Is a Master’s in Marketing Worth It?

Evolving technology and social media are shifting the way companies market their products and services to customers. The right marketing degree can offer you the skills you need to take these changes in stride. But in today’s marketing landscape, is a master’s in marketing worth it?

"Marketing roles have evolved significantly over time," said Dr. Mrinalini D. Kale, an associate dean overseeing marketing programs at Southern New Hampshire University (SNHU) who has more than 20 years of experience as an educator.

Throughout the decades, technology has been a catalyst for many of these changes, according to Kale.

"In the current job market, technological advancements have not only transformed how marketing is executed but have also enhanced and expanded the foundational principles of marketing," she said, "shaping how professionals apply core concepts in practice."

Whether or not a marketing master’s degree will be worth your investment will depend on your personal career goals. However, growing your education can be beneficial in any evolving landscape.

"Companies will continue to innovate by developing new products and services, which in turn will require marketing professionals to design and implement effective marketing strategies," Kale said.

What is a Master’s Degree in Marketing?

A master’s degree is a graduate-level credential that helps you build advanced knowledge in a field or career path. Master’s degrees are typically two-year programs that follow a bachelor’s degree and dive deeper into specific subject matter.

What Does a Master’s in Marketing Teach You?

A master’s degree in marketing can help you build vital industry skills, according to Kale, including:

• Customer relationship management
• Digital analytics
• Marketing research
• Search strategy

Every marketing master’s degree program is different, but they typically aim to provide a strong understanding of marketing strategy and analytics. At SNHU, for example, graduate-level marketing courses may include:

• "Consumer Behavior and Marketing"
• "Ethical and Legal Issues in Marketing"
• "Integrated Marketing Communications"
• "Marketing Analytics"

Throughout the 30-credit program, students gain the analytical, strategic and customer-centric skills needed for advanced marketing roles, Kale said.

Master’s in Marketing Concentrations

You may also be able to choose a concentration for your master’s degree in marketing, diving deeper into a specific area within the field.

At SNHU, for example, you can choose to focus your degree on:

• Digital Marketing: This degree concentration can help you engage with an increasingly tech-savvy audience and strategically target them through social media, search engines and other digital platforms.
• New Media & Communications: Through this concentration, you can build specialized skills and strategies to develop effective new media campaigns with online tools like social networks, video, blogs, podcasts and more.
• Marketing Research & Analytics: This concentration can give you key tools to collect and evaluate consumer information through market research and help you learn to make data-driven marketing decisions.
• Social Media Marketing: With this program concentration, you can learn to develop effective social media marketing strategies and earn industry certifications from HubSpot, Hootsuite and more.

Sunday Barbaro, an adjunct faculty member at SNHU, longtime marketing educator and owner of a marketing consulting business, said the unique skill sets developed in these specialized marketing programs can help set master’s degree holders apart from other candidates.

“Some of these master’s degree programs out there are very specialized now, and that’s what makes them very good,” Barbaro said. “Those can boost you because you have a clear specialization.”

How Hard is a Marketing Master’s?

Earning a master’s degree in marketing takes a strong commitment, said Barbaro. Most master’s degree courses assume you already have a solid understanding of basic marketing concepts and will require that you apply these concepts to real-world scenarios and more advanced learning, she said.

Still, the investment of time and energy can be well worth it.

"Students should use this opportunity as motivation to be intentional and strategic in shaping their career paths," Kale said.

What Jobs Can You Get With a Master’s in Marketing?

A master’s degree in marketing or an MBA with a marketing concentration can equip students with the skills needed to pursue either specialized marketing roles or broader, versatile positions across business functions, according to Kale.

She said some of the common marketing jobs available to master’s degree holders include:

• Brand Strategist
• Digital Marketing Director
• Market Research Analyst
• Marketing Manager

Earning a master’s degree is also useful if you hope to one day teach at the undergraduate or graduate level of an accredited institution. Barbaro said a desire to teach initially led her to earn a master’s degree in marketing, a credential that has also helped her in her role as a marketing business owner.

Read more: Types of Jobs for a Marketing Degree

Which is Better: An MBA With a Concentration in Marketing or MS in Marketing?

If you want to pursue an advanced marketing degree that could support a career in marketing leadership, you might enroll in a Master of Science (MS) in Marketing or a Master of Business Administration (MBA) with a concentration in Marketing. Both programs are graduate-level degrees that can help you stand out in the field, but they are different.

MBA With a Concentration in Marketing

An MBA with a marketing concentration provides a broad business education.

"The MBA can be a versatile option for professionals who may want to move across different business functions later in their careers," Kale said.

Shannen Batula '26MBA opted for the MBA with a concentration in Marketing at SNHU. The MBA's broader focus allowed Batula to explore areas of business beyond her concentration courses in marketing.

For example, she said she became particularly interested in leadership while earning her MBA.

"Looking back at my program, I think the biggest takeaway and the area that I really loved the most was every assignment associated with a leadership capacity," she said. "I really learned a lot about how to lead people, change management — so any type of assignment that associated (with) leadership was by far my favorite."

MS in Marketing

If you want to become an expert in a specific field of marketing, however, an MS in Marketing may be the right path.

"A master’s in marketing is best suited for students who want to build specialized expertise, advance into higher-level roles, and gain a competitive edge in the field through deeper knowledge of advanced marketing tools and strategies," Kale said.

Brihem Johnson '24G said he earned an MS in Marketing from SNHU to build his digital marketing skills and build his business. By the end of his program, he said he learned even more than he had initially imagined.

"I've developed advanced skills in commercial print photography, digital branding, marketing strategies and business management," he said.

Johnson also noted that earning an MS in Marketing broadened his career ambitions.

"My aspirations have expanded to include not only growing my digital media business but also exploring opportunities to diversify my skill set, potentially branching out into areas such as marketing consulting or entrepreneurship in related fields," he said. "SNHU has provided me with the knowledge and resources to pursue these new avenues confidently."

Read more: MBA vs. MS: Understanding the Differences to Make the Right Decision

Is a Master’s Degree Worth It for a Marketing Career?

There are many benefits to earning a master’s degree in marketing or with a marketing concentration, including:

In-Demand Skills

Earning a marketing master’s degree demonstrates to employers that you’re committed to ongoing learning within the field and can provide key technical and strategic skills.

"Students pursuing an MS in Marketing or MBA with Marketing concentration develop in-demand skills by combining hands-on experience with marketing tools, data analysis and strategic planning, while applying these skills to real-world marketing challenges," said Kale.

Salary Potential

A higher earning potential is another reason getting a master’s degree in marketing could be a good career move.*

"Employers seek candidates who not only understand marketing concepts but can also apply them effectively in the workplace," Kale said. "A master’s in marketing is recognized for preparing students to quickly adapt, contribute, and apply their skills within an organization."

According to the U.S. Bureau of Labor Statistics (BLS), workers with a master’s degree earned a median weekly income of $1,840 in 2024 compared to just $1,543 per week for bachelor’s degree holders — a pay increase of about 19%.*

Many jobs available to marketing degree holders also come with strong earning potential, though salaries are dependent on your role, experience, location and other factors.* Marketing managers earned a median annual wage of $159,660 in May 2024, according to BLS data.* Market research analysts earned a median wage of $76,950 the same year, according to BLS.*

A bachelor's degree is the typical education level needed to gain entry to these types of roles, BLS reported, although some employers prefer a master's degree.

Job Stability

Master’s degree holders may also experience less unemployment.* According to BLS data, the unemployment rate for workers with a master’s degree was 2.2% in 2024, compared to 2.5% for workers with a bachelor’s degree.*

Careers within the field also continue to grow.* Jobs for market research analysts and marketing managers are projected to grow 7% and 6% respectively between 2024 and 2034, according to BLS — twice as fast as the average 3% projected growth for all occupations.*

So, Is a Master’s in Marketing Right for You?

While there are many benefits to earning a master’s degree, the decision to enroll in a graduate program is a very personal one.

Barbaro said it’s important to figure out what excites you and find a program that will help you explore that area further.

Maybe you're interested in a specialized path, like an MS in Marketing with a concentration in Social Media. Or maybe the broader, leadership-focused MBA with a concentration in Marketing appeals to you more.

"For aspiring marketers, the most important step is to remain curious, continue learning and seek experiences that build both technical expertise and leadership confidence," Kale said. "The field changes quickly, so professionals who are adaptable, data-informed, and willing to keep developing their skills will be well positioned for long-term success."

*Cited job growth projections may not reflect local and/or short-term economic or job conditions and do not guarantee actual job growth. Actual salaries and/or earning potential may be the result of a combination of factors including, but not limited to: years of experience, industry of employment, geographic location, and worker skill.

Danielle Gagnon is a freelance writer focused on higher education. She started her career working as an education reporter for a daily newspaper in New Hampshire, where she reported on local schools and education policy. Gagnon served as the communications manager for a private school in Boston, MA before later starting her freelance writing career. Today, she continues to share her passion for education as a writer for Southern New Hampshire University. Connect with her on LinkedIn.