Business schools offer concentrated MBA programs that combine general management training with advanced coverage of a targeted proficiency. Online MBA in marketing programs focus on the skills and strategies business professionals use to promote products and attract customers.
The Graduate Management Admission Council's (GMAC) 2023 Corporate Recruiters Survey had good news for marketing-focused MBA students. The survey found that employers were most likely to hire MBA graduates with marketing, consulting, and strategic innovation specializations.
Marketing specialists also enjoy employability and job security advantages. Corporate strategy experts note that businesses continue to invest in marketing even during significant economic downturns to maintain strong brand recognition amid turbulence.
This guide explores the defining features of specialized MBA programs in marketing. It includes a ranked list of the best online MBA in marketing programs for distance learners. Compare programs, explore careers, and research admission standards and curricula to plan your educational journey toward a rewarding marketing career.
Popular Online Marketing Master's Programs
Learn about start dates, transferring credits, availability of financial aid, and more by contacting the universities below.
Top Marketing MBA Programs
Why Get a Marketing MBA Degree?
Greater Earning Power Online MBA in marketing programs can dramatically increase your earning potential. According to Payscale data from July 2024, professionals with bachelor's degrees in marketing earn about $71,000 per year. Meanwhile, marketing MBA graduates make an average base salary of $99,000 per year — that's a difference of nearly 40%.
Job Access GMAC's 2023 Corporate Recruiters Survey found that 90% of companies globally plan to hire MBA degree-holders. Thanks to these results, GMAC recognized the MBA as the single most in-demand academic credential across all industries.
Advancement Potential An MBA can lead to high-ranking upper management and executive roles. According to the Wall Street Journal, 35% of all C-suite executives held an MBA as of 2021. The Wall Street Journal also noted that an MBA degree makes it easier for professionals to switch employers to land roles with C-suite potential.
What to Expect From an Online MBA in Marketing Program
The internet has dramatically changed the way that businesses approach marketing. Core concepts like branding and promotional strategy remain important, but new and powerful ways of connecting with consumers have also gained a strong foothold. These include data analytics, social media, and multichannel tools for attracting, serving, and retaining customers.
Online MBA in marketing programs have responded to these changes through their course content. They explore concepts like market and consumer research, product presentation and positioning, branding, and persuasion in the context of the modern customer journey.
The following sections cover degree options, delivery formats, admissions, curricula, costs, and other essentials.
Degree and Format Options
MBA programs usually comprise 30-36 credits. If you study full time, you can usually complete your degree in about two academic years.
Some online MBA in marketing programs offer more targeted specialization options. Examples include:
Digital marketing and analytics
Brand and product management
Sales and promotional strategies
Also, note that an MBA is not your only advanced degree option: Many schools also offer master of arts (MA) and master of science (MS) programs in marketing. Concentrated MBA programs have a dual focus on business management and the specialization area. MA and MS programs deal exclusively with marketing.
Delivery and format options also include:
Fully online, face-to-face, and hybrid programs
Synchronous (real time) and asynchronous (recorded) classes and lectures
Five-year bachelor's-to-MBA programs
Executive MBA programs for experienced professionals
You can also study on a full-time or part-time schedule as required. Many schools accommodate students who need to alternate their enrollment style.
Should You Get a Marketing MBA or a General MBA?
Concentrated MBAs often appeal to aspiring business managers looking to pursue specialized interests. However, general MBA degrees also explore marketing while building versatile skill sets that may have broader transferability.
Many business students struggle with choosing between general and specialized MBAs. The following table offers a comparison of general and marketing-focused MBAs, which can help you better understand each option.
| Key Factor | Marketing MBA | General MBA |
|---|---|---|
| Program Length | Two academic years | Two academic years |
| Credit Requirements | 30-36 | 30-36 |
| Topics Studied | Advertising, Brand management and strategy, Digital marketing, Market research, Product management and sales, Public relations, Operations management, Strategic management | Accounting, Business analytics, Finance, General marketing, Human resources, Operations and information management, Strategic management |
| Related Career Paths | Advertising or marketing manager, Brand marketing manager, Digital marketing manager, Market researcher, Media or public relations director | Business analyst, Entrepreneur, Financial analyst, General manager, Operations manager, Project manager, Strategy consultant |
Sources: Babson College, University of Illinois Urbana-Champaign, University of Maryland-College Park, University of North Carolina at Chapel Hill, University of Texas Rio Grande Valley
Broadly speaking, a concentrated degree may be better if you aspire to work in marketing. Otherwise, a more versatile generalist program might make a better match and keep your options open.
Admissions Process
Admission standards vary among schools, but they generally include:
A bachelor's degree from an accredited school
A strong academic record
Evidence of your commitment to the program and your ability to complete it successfully
To support your candidacy, you may need to submit the following documentation:
Academic transcripts
Multiple letters of recommendation
Statement of purpose or personal essay
If you have relevant professional experience, the school may evaluate your application more favorably. In the past, GMAT or GRE scores were required, but a growing number of business schools continue to adopt test-optional admission policies.
Popular Marketing MBA Courses
Business schools offer various courses in their online MBA in marketing programs. While curricular details vary among schools, most marketing MBA degrees share some common elements. These include a blend of core and elective courses, which culminate in experiences that prompt students to apply everything they have learned throughout the program.
Some of the courses you may encounter include:
Marketing Strategy and Analytics This core course explores legacy and contemporary marketing strategies, as well as the key performance indicators used to measure their success. Students emerge with a well-rounded understanding of major approaches to marketing, product positioning, brand management, and sales techniques.
Strategic Leadership and Management Most MBA programs include required coursework in strategic management and organizational leadership. The course develops students' understanding of strategic management frameworks, cross-functional coordination, and organizational diagnostics. Assignments build familiarity with advanced tools for navigating and managing the complexities of business management and operational strategy.
Pricing Strategy and Analytics Often offered as an elective, this course explores the microeconomic factors marketers and product developers must consider when setting price points. It introduces and builds proficiency with analytical tools and techniques for optimizing price points that strike the right balance between consumer accessibility and business profitability.
Capstone Online MBA in marketing programs often culminate in capstone projects, which require students to display the sum of their gained knowledge in a long-form, analytically focused academic work. Some MBA programs divide their course content into themed modules, and require students to submit mini-capstones as they complete each academic segment.
How Much Do Marketing MBA Programs Cost?
MBA programs have a reputation for being expensive. However, online programs may offer a path to significant savings.
First, consider NCES graduate tuition data for the 2021-2022 school year. This data set reveals the following national averages, broken down by institution type:
Public institutions: $12,596
Private for-profit institutions: $14,161
Private nonprofit institutions: $29,931
Many business schools apply premium rates to MBA students, so it is reasonable to expect higher averages for MBA programs as compared to these more generic figures.
Meanwhile, tuition data from the NCES Data Lab shows significant savings potential for online learners. In 2020, MBA students at schools offering fully online programs paid an average of $4,964 in tuition and required fees.
You may need help meeting your education costs, even if you choose a more affordable online program. To that end, prioritize non-repayable aid sources like scholarships, fellowships, and grants. Use federal and private loans only as a last resort, since they create costly debt.
Read MoreCheck out our FAFSA guideLearn more about MBA scholarshipsCheck out the top affordable MBAs
Jobs for MBAs in Marketing
Online MBA in marketing programs can lead to careers with strong salaries. As an example, consider the advertising, promotions, and marketing manager position profiled by the Bureau of Labor Statistics (BLS). This highly relevant role paid a median salary of more than $156,000 per year as of May 2023.
Some of the career paths available to professionals with specialized MBA degrees in marketing include:
Marketing Manager
Marketing managers lead marketing teams and departments. They collaborate with executives to formulate, implement, and monitor the effectiveness of marketing and promotional strategies. They also commission targeted market research studies, make strategic contributions to advertising campaigns, and participate in customer acquisition and retention initiatives.
Job Outlook (2022-32): +6%
Median Annual Salary: $156,580
Source: BLS
Sales Manager
These managers hold leadership positions in sales departments or within sales teams, coordinating their activities in the context of organizational sales strategy. While many sales managers come from professional backgrounds in sales, others may have experience as marketing specialists. Larger organizations often require their middle managers to coordinate complex logistics, making management skills a valuable asset.
Job Outlook (2022-32): +4%
Median Annual Salary: $135,160
Source: BLS
Chief Marketing Officer
This C-suite position essentially marks the apex of corporate careers in marketing. The chief marketing officer, or CMO, leads organizational activities in brand development and management, consumer and product research, public relations, and marketing strategy. A CMO typically reports directly to a company's top executive, the chief executive officer.
Job Outlook (2022-32): +3%
Median Annual Salary: $103,840
Source: BLS
Selecting the Right Concentration
Choosing the right MBA concentration requires careful thought and consideration of multiple factors. To navigate the selection process, take stock of school-specific elements. These include:
Prestige and reputation
Recruitment and networking opportunities
Cost and return on investment (ROI) potential
From there, compare the relative merits of the MBA concentrations available at each school under your consideration. Evaluate considerations like:
Whether a concentration offers advanced access to careers you find appealing
How well the skills taught in the program will hold up over your career
The concentration's relevance to current and future economic conditions
As a final note, you should ensure that any school you attend is accredited by an organization recognized by the U.S. Department of Education or the Council for Higher Education Accreditation.
You can also seek out specially accredited MBA programs, which emphasize skills and professional proficiencies that specifically align with established professional standards. Look for accreditation endorsements from organizations like the Association to Advance Collegiate Schools of Business or the Accreditation Council for Business Schools and Programs.
Common Questions About Marketing MBA Degrees
A full-time student can usually complete a regularly paced MBA program in about two academic years. Online MBA in marketing programs usually cover 30-36 credits or 10-12 courses across 3-4 semesters.
