The MS in Marketing program at the GW School of Business. Image shows work colleagues seated and conversing at a conference table.

 

Reach Audiences, Connect Experiences

The future of marketing is about shaping, guiding and innovating the consumption experience, bringing all the resources of the digital revolution to understand audiences and influence behavior. The Master of Science in Marketing (MSM) degree provides students with a comprehensive understanding of marketing management, digital marketing, and brand management. Students receive an experiential education with in-depth training in designing organizational brand identities, managing the customer experience, and measuring and segmenting brand communication strategies across channels.

  • Learn from distinguished faculty with expertise in brand management, digital and social media marketing, competitive strategy, international marketing, strategic alliances, new product management, services marketing, channels of distribution, integrated marketing communications, marketing for social causes, and marketing for public policy.
  • Use today’s leading marketing technologies and gain mastery of analytics and data-based marketing tools.
  • Access all the resources of the GW School of Business, including hands-on experiential opportunities, large alumni networks, industry engagement, and a dedicated career center.
  • Participate in an innovative classroom that features industry leaders across top brands as guest speakers.

Academic Program

At the GW School of Business, we set students up for their own unique career in marketing. Students have flexibility in elective course selection to ensure that what they take prepares them for their career path.

  • Program starts in fall and spring; no summer start.
  • Time to completion: The MS in Marketing degree program can be completed full-time or part-time in approximately 18 to 24 months. 
  • Courses and credit hours: Ten courses (30 credit hours) are required to complete the degree. Students will take five required core courses (15 credit hours) and choose five marketing elective courses (15 credit hours) to customize the degree.  
  • Course sequence: All students will complete the MBAD 6274 - Marketing course in their first semester. 
  • Course timing: Courses are primarily offered in the evening to accommodate students who are working full-time. 
  • Prerequisite courses: Required courses are not prerequisite courses and can be taken in any order, with the exception of MBAD 6274 - Marketing (offered in both the fall and spring semesters). It can also be substituted (with permission) for students entering the program who have five years of professional experience in marketing. 
  • Certificates: Students can begin with one of the marketing certificates and then work with their academic advisor to later enroll in the MS in Marketing program.

Required Courses (15 credit hours):

 

6274 Marketing 

All Semesters

6252 Digital Marketing

Fall & Spring

6242 Buyer Behavior

Spring

6243 Marketing Research

Spring

6256 Integrated Marketing Communication or

Fall

6248 Advertising & Marketing Communication Strategy

Spring

 

Elective Courses (15 credit hours):

 

6255 Strategic Brand Management

Fall

6262 Digital Marketing Analytics

Fall

6265 Customer Relationship Management

Fall

6290 Artificial Intelligence and Marketing Strategy 

Spring

6246 Marketing of Services

Spring

6261 Dynamic Pricing Strategy

Spring

6263 Marketing Decision Analytics

Spring

6264 Artificial Intelligence and Machine Learning for Marketing Automation

Spring

Other Program Options

The MSM degree can also be combined with a bachelor's degree through GWSB's new 4+1 Program, which enables students to complete both a bachelor's and a master's degree in five years. 4+1 Program options for the MSM degree include:

  • BS in Business/MS in Marketing
  • BS in Business Analytics/MS in Marketing
  • BS in Finance/MS in Marketing
  • BS in Information Systems/MS in Marketing

Explore Related Programs

 

Degree Requirements

The following requirements must be fulfilled: 30 credits, including 15 credits in required courses and 15 credits in elective courses.

Required
MKTG 6242Buyer Behavior
MKTG 6243Marketing Research
MKTG 6248Advertising and Marketing Communications Strategy
or MKTG 6256 Integrated Marketing Communication
MKTG 6252Digital Marketing
MBAD 6274Marketing
Electives
15 credits in elective courses, which may include the following:
IBUS 6201International Marketing
Any 6000-level MKTG course not listed above.

Course Descriptions

  • MKTG 6242 Buyer Behavior. 3 Credits.
    Synthesis of behavioral sciences (psychology, sociology, economics) applied to understanding individual, family, and organizational buying. Motivation theory, memory, attitudes, information search behavior, judgement and decision making; cultural and social influences, psychographics, adoption and diffusion of innovations; ethics and social responsibility; the impact of consumer decisions on the strategies of public organizations; consumer marketing applications in high-tech and services industries and on a global scale.
  • MKTG 6243 Marketing Research. 3 Credits.
    The marketing research process: designing, conducting, and using market research studies. Sources of secondary data. Primary data collection — design and conduct of qualitative research (focus groups, observational methods), surveys, depth interviews, experimental and field study designs; measurement methodology, data analysis (simple and multivariate), use of statistical software packages such as SAS, SPSS or Excel. Data Visualization. Prerequisite:  basic course in statistics approved by the instructor.
  • MKTG 6248 Advertising and Marketing Communications Strategy. 3 Credits.
    The rapidly changing advertising landscape; impact of digital and social media. Communication theory; understanding consumer attitude formation and behavior; message styles, images, creativity (the Big Idea); advertising research and metrics; media planning (TV, print, outdoor, instore, Internet, viral marketing); budgeting; designing and executing advertising campaigns; integrated marketing communications and promotion. Recommended but not required background: MKTG 6242 Buyer Behavior.
  • MKTG 6252 Digital Marketing. 3 Credits.
    Covers a variety of digital domains, technologies and online business models. Digital impacts everything in marketing toda. Study consumer behavior in the digital world, social media evolution and marketing strategies, mobile marketing, e-branding, omni-channel, Internet of Things (IoT), online segmentation, the sales funnel, digital metrics and data collection, customer relationship management (acquisition, development and retention, RFM model), fulfilment logistics, digital promotion, display and targeted advertising, paid and organic search, permission marketing, email marketing.  Content, UGC, Influencers, personalization strategies, the user experience. Course uses several business cases, industry speakers and projects.
  • MKTG 6256 Integrated Marketing Communication. 3 Credits.
    IMC is about integrating, coordinating and synergizing the elements of the communication mix and the omnichannel. The mix includes advertising across physical and digital media, sales promotion, personal selling, and PR and publicity. The ubiquitous nature of advertising and sales promotion across a multitude of platforms in the physical and digital worlds, requires that the messages and themes project a unified image. The course evaluates the unique strategic advantages of each element of the communication mix. The course analyzes how and from whom consumers get information and their level of trust in different information sources. It covers measuring and evaluating the effectiveness of a firm’s IMC strategy. Please note: you may not take credit for both 6256 and 6248. 
  • MKTG 6246 Marketing of Services. 3 Credits.
    Over 70 percent of the US GDP is from services. This course analyzes services marketing from the viewpoint of customer behavior and psychology. It covers service trends and business models, and key concepts like service quality (SERVQUAL), market and GAP analysis; consumer behavior; product, distribution, pricing, and promotional strategies for services; loyalty programs;  benefits of relationships for firms and for customers; service failure and recovery.
  • MKTG 6250 Selling/Sales Management. 3 Credits.
    Managers who come up through the personal selling route develop some of the deepest understanding of customers and markets. This course emphasizes the unique skills required for selling technology and luxury products and services. The course develops effective selling skills: presentation skills, understanding of the psychology of selling, and the types of selling situations.  Become proficient in the 7-step personal selling model-- prospecting, pre-approach, approach, presentation, handling objections, closing the sale, and follow-up. The course covers the organization of sales departments, sales planning, and forecasting; assigning sales quotas and territories, motivating the sales force, performance metrics, remuneration, and the analysis and control of distribution costs.
  • MKTG 6251 Product Management. 3 Credits.
    “Design thinking” and creativity in product innovation are vital in marketing today. Tens of thousands of new products are introduced every year. The vast majority fail.  This course is about successful product marketing in a tough competitive market. It studies the conceptualization, design, testing, launch, and management of tangible products, services, experiences, and technologies as they traverse the growth, maturity, and decline stages of the product life cycle. It draws on classical works, such as The Innovator’s Dilemma and Crossing the Chasm, and contemporary techniques, such as conjoint analysis, and multidimensional scaling and its application in product positioning maps. Emphasis will be placed on the analysis and forecasting of the technology environment and innovation cluster ecosystems; creativity, innovation, and “design thinking;” and the financial environment of startups (venture capital, etc.).
  • MKTG 6255 Strategic Brand Management. 3 Credits.
    The course studies the theoretical foundations of branding and consumer psychology; creating powerful brand images, identities, differentiation, and product positioning; brand values and halo effects; branding in different market contexts — luxury, services, nations/travel, etc. Global branding, brand rejuvenation. Brand extension strategies and pitfalls; multi-brand portfolios. National brands vs. distributor brands. Brand equity, brand audit, brand valuation. The course emphasizes the practical application of branding concepts. Hands-on learning working with a national client.
  • MKTG 6259 Marketing Strategy. 3 Credits.
    The course studies analyzing and solving complex strategic marketing problems and operational decisions, e.g. developing and launching innovative products, building customer loyalty. The emphasis is on creative marketing strategy. You will learn how to apply the “first principles” of marketing strategy using data analytics techniques, e.g. cluster and conjoint analysis, choice models. The course uses a series of data-rich cases. No prior statistical experience is required.
  • MKTG 6261 Dynamic Pricing Strategy. 3 Credits.
    Pricing is perhaps the element of the Marketing Mix that has undergone the greatest change in recent years because of online marketing and the ability of marketers to monitor consumer behavior at an individual level in real time. This course equips students with a comprehensive understanding of pricing decisions and revenue management — the theory of pricing and demand, psychology of pricing, pricing tactics, marginal and break-even analysis, pricing tactics, competitive pricing, price wars, price discounts and sales promotions, legal issue in pricing and distribution, product-line pricing, price bidding and reverse bidding. The course highlights the all-important area of dynamic pricing models (price discrimination — charging different prices to different customers).
  • MKTG 6262 Digital Marketing Analytics. 3 Credits.
    This course is about the exciting field of data analytics applied in the digital marketing space; hands-on experience working with large data sets, and applying a range of techniques to extract insights from digital data. Study key performance indicators like web traffic sources, return visitors, referrals, leads and cost per lead, page views, heat-map analysis, click stream analysis, conversion rate, funnel optimization, search engine optimization. Learn about customer acquisition cost, and lifetime value, Recency, Frequency and Monetary value analysis; social media metrics, sentiment analysis, advertising and promotion metrics, security metrics. Learn about dashboard templates, and platforms Hubspot, Google Analytics.
  • MKTG 6263 Marketing Decision Analytics. 3 Credits.
    Marketing analytics has shot into the limelight in the past 10 years due to the flood of big data. This course teaches students about transforming data into actionable information, how to use various statistical tools and software to analyze primary and secondary data, identify data nuances and to weave qualitative and quantitative data into a compelling story, and make informed marketing decisions. This EXCEL-based course uses hands-on case examples, team exercises and data drills in a data lab setting, to apply techniques such as clustering, neural networks, Monte Carlo simulations, etc. to problems like market segmentation, sales forecasting, yield and revenue management in pricing, advertising and social media analytics, and more. Prerequisites: MKTG 6243 or permission of the instructor. 
  • MKTG 6264 Artificial Intelligence & Machine Learning for Marketing Automation. 3 Credits.
    This course will teach you how to apply machine learning and artificial intelligence models to marketing data and implement the models to function automatically. Learn about the automated dynamic real-time pricing models that are widely used by companies like Uber (surge pricing), airlines, hospitality, etc. industries. You will learn to (a) extract, clean, and manipulate marketing data; (b) ask data-driven questions and select appropriate analytic models; and (c) perform data science analyses used in-house data together with data from external sources. Prerequisites: none, but a knowledge of statistics will be helpful. The course uses basic R and SAS.
  • MKTG 6265 Marketing Relational Databases & CRM. 3 Credits.
    Customer Relationship Management (CRM) is about doing business on a personalized, one-to-one basis. The focus of marketing has been shifting from customer acquisition to customer retention and relationship building. This course addresses three broad themes: (1) customer-centric concepts, metrics, and strategies, (2) basic customer database organization and analytics, and (3) predictive modeling of customer responses. It covers topics like decile analysis, RFM analysis, share of wallet, lifetime customer value, customer churn management, loyalty programs, and different types of predictive models, e.g., whether a customer will respond to a marketing offer, whether a customer will churn, or which products a customer would be most likely to buy next.
  • MKTG 6290 Special Topics: Social Media Influencer Marketing. 3 Credits.
    Influencer marketing has become a $16.5 billion industry and is expected to keep growing. In this class, students learn about persuasion and influence in social media marketing campaigns. Learn about the 12 archetypes that influencers are assigned to help brands build loyalty, and how they are a natural complement of the target market persona. Students are introduced to four key social media platforms — Instagram, TikTok, Twitter, and Pinterest — and will learn how to write trend reports using the same Community Listening Tools (such as Brandwatch) that social media professionals use today. By the end of the class, students will walk away with a portfolio of work that prepares them to become a social media influencer manager.
  • MKTG 6290 Special Topics: The Architecture of Marketing on the Web. 3 Credits.
    This course teaches a complete understanding of what it takes to create a web-based marketing business. It discusses online business models and consumer behavior on the web. It teaches how to create an eCommerce website using no-code drag n' drop software. It covers webpage analytics (heat maps, sales funnels, clickstream tracking, AB testing), SEO and UGC. It covers databases, CRM, and back-office functions — order processing, fulfillment, inventory, logistics, and data security.

 


 

Admissions

Please view our How to Apply page for the official process and checklist for applying to the MS in Marketing program. There are no additional requirements for applying to this program.

Admission to the MSM program is highly competitive and enrollment is limited. The MSM program seeks social, ethnic, cultural and geographical diversity in its student body.

  • Bachelor’s degree from a regionally accredited college or university
  • Strong academic performance
  • Demonstrated professional interest in marketing

To be considered complete, the following must be included in the application:

  • Completed online application form
  • Application fee (non-refundable)
  • Current résumé uploaded through the online application system
  • One letter of recommendation from a professional and/or academic reference
  • Statement of Purpose: In no more than 500 words, describe how the Master of Science in Marketing program fits into your professional life and your career objectives.
  • Upload copies of your transcripts from all colleges/universities attended, whether or not the program was completed or the credit appears as a transfer credit on another transcript. Note that admitted students will be required to submit official, sealed transcripts with proof of bachelor’s degree. There is no need to submit them at the time when you first apply.
  • The GRE or GMAT test is not required for this program — however, if you feel that submitting your scores will strengthen your application, you are welcome to submit them. Learn more about our test-optional policy on the How to Apply page. GW School of Business applicants interested in taking the exam can benefit from 10% off any Kaplan GMAT or GRE preparation course. Use discount code GWUSB10.
  • Please review the International Student Requirements section of the How to Apply page.

 

Application Deadlines

Candidates seeking financial assistance and international students requiring visas are encouraged to apply early. Only completed applications, with all required materials, will be considered for admission.

  • Spring 2023 - October 1, 2022
  • Summer 2023 - November 15, 2022
  • Fall 2023 - November 15, 2022

Please note: Admission to the Global MBA, Accelerated MBA, MAccy in Accounting Analytics, and M.S. in Business Analytics programs are only offered for the Fall semester. The MBA in Security Technology Transition is only offered for the Spring semester. The Online MBA and Healthcare MBA programs are offered for the Spring, Summer, and Fall semesters. Graduate certificate programs are only offered for the Spring and Fall semester. Additionally, our doctoral and executive education programs may have different application deadlines.

Tuition and Other Costs

Explore tuition rates and fees, view health insurance and housing costs, and more.

Please visit the Student Accounts Office for a complete list of tuition rates and fees.

  • Student Health Insurance
    GW offers voluntary comprehensive health insurance through Aetna Student Health. All F-1 and J-1 international students are automatically enrolled. See the Student Health Insurance page for rates and other important information.
  • Housing
    View information about on-campus and off-campus housing for full-time GW graduate students.

Financial Resources

From scholarships and fellowships to loans and work-study arrangements, we offer a wealth of resources to help you finance your degree.

The GW School of Business offers merit-based fellowships to incoming students at the time of admission. While applying to graduate degree programs at GWSB, prospective students may opt in to be automatically considered for all fellowship award opportunities funded by the School of Business, as well as various University-funded tuition awards administered by the Office of Graduate Student Assistantships and Fellowships (OGSAF). Unless otherwise stated, no separate application is required.

In limited circumstances, current students may also be eligible for merit-based tuition fellowship awards.

For more information, explore the GWSB Fellowships and Financial Support page.

The Office of Graduate Student Assistantships and Fellowships (OGSAF) maintains a comprehensive database of GW and external fellowships to support graduate-level study and/or research. Incoming and current students are encouraged to browse the OGSAF website for information about additional merit-based funding opportunities.

U.S. Citizens and eligible noncitizens may qualify for:

  • Federally sponsored education loans through the Federal Direct Unsubsidized Loan and Federal Graduate PLUS Loan Programs
  • Need-based financial assistance through the Federal Work Study Program, which allows students to earn income while working part-time at pre-approved organizations during their program

To apply for federal financial aid, submit the Free Application for Federal Student Aid (FAFSA) by the appropriate deadline using GW’s FAFSA school code: 001444. Please note that students must apply for federal financial aid each academic year.

Visit the Office of Student Financial Assistance for details about eligibility criteria, application steps, and deadlines. Information about alternate private and federal loans is also available.

Employer Discounts

The GW School of Business offers a tuition discount to current employees of the following companies:

  • Booz Allen Hamilton
  • Leidos
  • Lockheed Martin
  • Organization of American States (GS/OAS)
  • SAIC

Please note that eligible programs vary by employer. For details about eligibility, conditions, and the application process, visit the Employer Tuition Discounts page.

Grad2Grad Program

GW undergraduate students who continue their studies at GW by enrolling in certain graduate degree or certificate programs may qualify for a 10 percent graduate tuition reduction through the Grad2Grad program. For information about eligibility and the application process, visit the Grad2Grad page.

Nationally recognized as a top military- and veteran-friendly university, GW offers a wealth of services and benefits to student veterans, military personnel, and dependents of the United States Armed Forces. As a proud participant in the Yellow Ribbon Program, GW funds tuition expenses exceeding the maximum base pay amount covered through the GI Bill®, and its contributions are matched by the Department of Veteran Affairs.

For more information about the Yellow Ribbon Program and other education benefits, visit GW Veteran & Military Services (VMS).

GI Bill® is a registered trademark of the U.S. Department of Veterans Affairs (VA). More information about education benefits offered by VA is available at the official U.S. government website.

The F. David Fowler Career Center supports GWSB student and alumni professional development by providing career management resources, career fairs and expos, and employer information sessions. GWSB students also have access to employment services and resources provided through GW’s Center for Career Services.

Handshake is the official online recruiting platform and event calendar for the F. David Fowler Career Center and the Center for Career Services. To search for jobs and internships, find and register for events, and connect with career coaches, log in to Handshake.

Federal Work Study

The Federal Work Study Program is a federally-funded and need-based work program that allows GW students to earn income through part-time employment during the academic year at GW and other pre-approved organizations. Graduate students interested in the program must submit the FAFSA and apply through the Office of Student Financial Assistance.

The Center for Career Services provides awarded students assistance with finding positions. Visit the Center for Career Services for information about the Federal Work Study Program at GW.

International Students

Students studying at GW on F-1 or J-1 visas may have additional restrictions on their employment due to visa regulations. F-1 Students are required to obtain Curricular Practical Training (CPT) authorization from the International Services Office for all paid, off-campus internships and employment. GW-sponsored J-1 Exchange Visitors are required to obtain employment authorization for all employment, whether on-campus or off-campus.

For more information about the CPT application process, see GWSB Global & Experiential Education’s Curricular Practical Training page.

For information about how your visa status may affect your employment options, please visit the International Services Office.

The Student Accounts Office manages all student accounts and processes student bills, refunds, disbursements, payment plan enrollment, employer reimbursements, third party billing, and financial holds. For inquiries regarding your Student eBill, tuition and fees, or payment options and due dates, visit the Student Accounts Office.

 

Next Steps

Apply Now

Applications are submitted through the GW Student Portal. You can sign up for an account if you don't have one.


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