Is a Masters 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?

“A marketing master’s degree is incredibly relevant today,” said Dr. Jessica Rogers, a senior associate dean of online business programs at Southern New Hampshire University (SNHU) and author of "The Digital Marketing Landscape." “The job market is more competitive than ever, and employers are seeking candidates who can bring not just technical knowledge, but also a strategic (and creative) mindset to solve modern challenges.”

Whether or not a marketing master’s degree will be worth the investment will depend on your personal career goals, said Rogers. To make that decision, it’s important to explore the skills you’ll build in a master’s degree program and how it can help your career.

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.

According to Rogers, a master’s degree in marketing can help you build vital industry skills, including:

• Brand development
• Data-driven decision-making
• Digital marketing
• Storytelling

“It’s perfect for recent graduates who want to fast-track their careers, as well as mid-career professionals seeking to pivot into marketing or accelerate their growth into leadership roles,” she said.* “Ultimately, it’s for anyone who’s passionate about understanding consumers, and solving business challenges creatively.”

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 include:

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

The skills you learn throughout the program can position you for long-term success in a quickly evolving landscape, Rogers said.

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 program 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 program, 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 program 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, you can learn to develop effective social media marketing strategies and earn industry certifications from HubSpot, Hootsuite and more.

Sunday Barbaro, an adjunct faculty 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, Rogers said the investment of time and energy can be well worth it.

“I often tell prospective students to think of it as a long-term investment in their future,” she said. “The degree doesn’t just prepare you for your next role; it (can) equip you for a career of growth, adaptability and leadership.”

Which is Better: MBA 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.

Determining which degree program is right for you starts by getting clear on your career goals, said Rogers.

An MBA with a marketing concentration provides a broad business education, Rogers said. This degree is ideal if you want to work in general management roles or gain a comprehensive understanding of business operations, finance and leadership, she said.

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

“It’s ideal for those who want to dive deeper into the nuances of marketing itself — consumer behavior, marketing research analytics or digital strategy, for example,” she said. “If you envision yourself as the go-to person for marketing innovation, the MS might be the better fit.”

What Can You Do With a Master’s Degree in Marketing?

According to Rogers, 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.

Is It Worth It to Get a Master's Degree in Marketing?

There are many benefits to earning a master’s degree in marketing, 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 employers want, said Rogers.

“I've seen a growing preference for candidates who can translate theory into practice — who understand not just how to execute, but why a strategy matters,” she said. “Graduates from marketing master's programs often stand out because they’re trained to think critically, analyze data effectively and communicate insights that drive business decisions.”

Salary Potential

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

“Companies recognize the value of hiring someone who not only understands core marketing principles but also has the specialized training to lead innovation,” said Rogers.

The data supports this. According to the U.S. Bureau of Labor Statistics (BLS), workers with a master’s degree earned a median weekly income of $1,737 in 2023 compared to just $1,493 per week for bachelor’s degree holders — a pay increase of about 16%.*

Many jobs available to marketing degree holders also come with strong earning potential.* Marketing managers earned a median annual wage of $157,620 in May 2023, according to BLS data.* Market research analysts earned a median wage of $74,680 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% in 2023, compared to 2.2% for workers with a bachelor’s degree.*

Careers within the field also continue to grow.* Jobs for market research analysts and marketing managers are both projected to grow 8% between 2023 and 2033, according to BLS.*

Is a Master’s Degree in Marketing Right for Me?

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

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

No matter what your area of study, Rogers said, the most successful students don’t just complete their coursework, they also engage with their classmates, build relationships with faculty and apply their learning to real-world situations.

“If you view the degree as a chance to grow, not just as a credential, it will transform your career,” Rogers said.

*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.