Master of Science in Marketing

Advance your career in marketing.

Digital technology, artificial intelligence, and data analytics are revolutionizing consumer behavior and the field of marketing. As a result, firms need qualified marketers who can manage strategy and data-based decision-making while navigating a rapidly changing ecosystem.

The online MS in Marketing is a 30-credit program that emphasizes critical thinking and analysis of complex marketing problems, developing effective strategies and tactics appropriate to the environment, and leveraging consumer insights and artificial intelligence for digital marketing in a global context.

The MS in Marketing curriculum is drawn from marketing, analytics, and MBA courses. The core requirements include marketing courses representing key strategic areas in the field, in addition to two analytics courses. Two electives round out the degree plan.

To earn the UW-Whitewater Online MS in Marketing, you must complete:

Core Courses (26 credits)

The courses below will provide the critical foundational knowledge required in marketing careers.

• Marketing Strategy (2 credits)
• Consumer Insight & Customer Experience (3 credits)
• International Marketing (3 credits)
• Entrepreneurial Marketing Strategy (3 credits)
• Brand Management (3 credits)
• Digital Marketing (3 credits)
• Artificial Intelligence in Marketing (3 credits)
• Quantitative Analysis for Business (3 credits)
• Data Analytics and Business Intelligence or Visual Analytics for Business (3 credits)

Electives (4 credits from the following)

• Ethics in the Marketplace or Social Responsibility of Business (2 credits)
• Persuasion and Negotiation Strategies (2 credits)
• Strategic Technology and Innovation Management (2 credits)
• Fundamentals of Project Management (2 credits)

Why choose Wisconsin’s largest business school?

Our program is:

• Flexible and convenient for your schedule
• Taught by top-notch, 100% doctoral instructors (no TAs)
• Supported by a Strong alumni network of 30,000+
• Accredited in both Business and Accounting from the Association to Advance Collegiate Schools of Business (AACSB) – a standard of quality met by fewer than 2% of the world’s business schools.

Digital and artificial intelligence technology, along with the ability to leverage marketing data, have brought sweeping changes to consumer behavior and the marketing discipline.

Marketers must use advanced skills and knowledge to manage strategy and marketing decisions while firms experience radical changes to their business models.

According to the Occupational Outlook Handbook from the Bureau of Labor Statistics, careers related to marketing — including marketing managers, market research analysts, public relations specialists (including social media) and marketing specialists — are expected to grow faster than average from 2022 to 2032. Employment growth will be driven by an increasing use of data and market research across many industries, including big data associated with social media comments, online product reviews, and other sources that provide insights on consumer behaviors and preferences.

In 2022, marketing managers earned a national median pay of $138,730 per year, market research analysts earned a national median pay of $68,230, and public relations specialist (including social media) earned a national median pay of $67,440. While most entry-level positions require a bachelor’s degree, master’s degrees help differentiate job applicants and those with master’s degrees can have the best job outlook.

To ensure a high quality graduate student group, all MS in Marketing students must have a bachelor’s degree from a recognized institution and meet graduate admission criteria, in addition to one of the MS in Marketing admission criteria provided below. Many applicants will qualify for admission without GMAT/GRE scores.

Our interactive evaluation form can help you review the admission requirements and the documentation needed for official admission review.

If you do not meet the graduate admission criteria, please email us to determine if you could be admitted on a conditional basis.

International students must meet additional criteria and will be evaluated on a case-by-case basis. Contact us for information and assistance.

Marketing admission criteria

Applicants must satisfy any one of the criteria from any of the following categories.

Military Service

Qualified veteran or currently active military personnel

Education

• AACSB- or ABET-accredited bachelor’s degree with a 3.0 GPA or higher
• Regionally-accredited bachelor’s degree with a 3.25 GPA or higher
• Graduate degree from a regionally-accredited or equivalent institution
• UW-Whitewater graduate business certificate

Work Experience

• Four or more years of professional work experience
• Two or more years of professional work experience with a 3.0 GPA
• Approved professional certification

GMAT Scores*

• A composite score of at least 1,100 based on the following formula
  (GMAT score) + [200 x (overall undergraduate GPA based on a 4-point scale)]
• A composite score of at least 1,150 based on the following formula
  (GMAT score) + [200 x (last half of undergraduate GPA based on a 4-point scale)]
• A composite score of 950 – 1,100 for consideration of conditional admission based on the following formula
  (GMAT score) + [200 x (overall undergraduate GPA based on a 4-point scale)]

*GRE scores are converted to comparable GMAT scores