Open Doors to Leadership With the Online Master of Science in Marketing
As a marketer in today’s digital-first world, you need to be ready to meet the challenges of a rapidly evolving landscape. William & Mary’s Online Master’s in Marketing prepares you to lead in this dynamic field by developing deep expertise in data analytics, innovation strategies and integrated marketing communications that forward-thinking organizations demand. This online marketing master’s degree builds on our history of excellence, extending the prestigious foundation that places our graduate business programs among the highest ranked in the nation.
Whether you’re looking to pivot your career into marketing or advance to upper management and the C-suite, our Online Master’s in Marketing offers the perfect balance of analytical insight and creative innovation to help you thrive as a marketing leader in this global, digital age—all in a flexible format that fits your busy schedule.
Program Details
- Complete in as few as 16 months
- Part-time schedule
- 10 courses + 1 on-campus residency
- 33 credits
- 1 free Jump Start course
- 2 opportunities to start per year
- No GRE or GMAT required
Why Earn Your Master’s in Marketing Online With William & Mary?
William & Mary delivers a marketing education that combines data-driven decision making with creative innovation strategies. Our Online MS in Marketing program develops your ability to lead marketing initiatives that drive measurable business results.
(Bloomberg)
(Princeton Review)
(Excluding MBA)
With an MS in Marketing online from William & Mary, you gain a recognized stamp of academic excellence that employers trust and respect. You’ll develop the specialized expertise needed to make strategic decisions and lead high-performing marketing teams in today’s data-rich environment.
Complete Your Online Marketing Master’s Degree in Just 16 Months
While most part-time master’s programs take two years or more to complete, William & Mary’s Online Marketing Master’s program can be completed in as few as 16 months. This accelerated timeline allows you to advance your career faster without sacrificing the depth of learning or quality of education.
Our program is specifically designed for working professionals who want to gain specialized marketing expertise more quickly and thoroughly than a general MBA program would provide, with a curriculum focused on the digital and data analytics skills that define modern marketing leadership.

Online Master’s in Marketing Curriculum
Jump Start Course
Jump Start Course (0 credits)
Foundation Course
BUAD 5207 Renaissance Marketer (4 credits)
Analytics and Insight Courses
BUAD 5217 Analytics for Evaluation and Situation Analysis (4 credits)
BUAD 5247 Analytics for Planning and Optimization (4 credits)
Marketing Innovation Courses
BUAD 5257 Product Management and New Product Development Strategies (4 credits)
BUAD 5267 Market-Driven Innovation Strategy and Management (4 credits)
Modern Integrated Marketing Courses
BUAD 5277 Integrated Campaign Marketing (4 credits)
BUAD 5287 Digital Content Management (4 credits)
Residency Support Course
BUAD 5237 Residency (1 credit)
- To help students better understand and assimilate into the culture of William & Mary and the Mason School of Business
- To teach content that is best learned in a face-to-face environment (e.g., experiential exercises)
- To allow students to make connections with faculty and each other along with an opportunity to create relationships that will endure beyond the end of the program
Capstone Course
BUAD 5297 Capstone: Revolutionary Marketing Leadership (4 credits)
Master Data-Driven Strategy and Marketing Innovation
William & Mary’s Online Master’s in Marketing degree focuses on three core competencies essential for today’s marketing leaders. These competencies are reinforced through our Marketing Challenge, an immersive experience that allows you to apply your learning in real-world scenarios before graduation.
Analytics & Insights
- BUAD 5217: Analytics for Evaluation & Situation Analysis
- BUAD 5247: Analytics for Planning & Optimization
Marketing Innovation
- BUAD 5257: Product Management & New Product Development
- BUAD 5267: Market-driven Innovation Strategy & Management
Modern Integrated Marketing Communications
- BUAD 5277: Integrated Campaign Management
- BUAD 5287: Digital Content Management
Experience Real-World Application With the Marketing Challenge
The Marketing Challenge begins in your first course and evolves throughout the program:
- Start by establishing project parameters based on real marketing challenges in your industry
- Apply new concepts from each course to develop your challenge further
- Connect with senior leaders in your organization as you address strategic and tactical requirements
- Build a comprehensive project that showcases your expertise to current or prospective employers
By working on this real-world project, you’ll graduate with more than just a master’s in marketing—you’ll have a portfolio-ready demonstration of your marketing leadership capabilities.
Past Marketing Challenge projects from our students include:
- Creating compelling podcast content for underserved populations
- Developing strategies to increase referrals from general veterinary practitioners to veterinary neurologists
- Building a content creation company specifically for Black men
Jump-start Your Success and Build Your Network Early
Our Online Master’s in Marketing program offers two unique opportunities to connect with your cohort and ensure your success from day one.

Jump Start Course
This free, optional resource is designed to help you succeed in the intellectually challenging program. The course includes:
- Knowledge Check: A self-assessment that identifies areas where you might need to brush up on marketing fundamentals
- Marketing Principles: Core concepts that form the foundation of the program
- Marketing Math, Finance and Analytics: Resources to ensure you’re prepared for the data-oriented coursework
Residency Weekend
Join your classmates on our beautiful Williamsburg campus to meet face-to-face and build lasting relationships. This 1-credit course experience is structured around three key themes:
- Collaboration: Exercises designed to capitalize on in-person interactions
- Culture: Experiences that connect you to William & Mary’s prestigious legacy
- Connections: Networking opportunities with faculty and peers that extend beyond the program
Residency Weekends are offered twice per academic year, providing flexibility for your schedule while enhancing your online program experience.

Who’s Earning the Online MS in Marketing?
Our students come from backgrounds in marketing, advertising, business, communications and finance. Here’s a snapshot of the professionals you’ll collaborate with in your cohort:4
Lead the Future of Marketing With William & Mary
Graduates of our Online Master’s in Marketing program emerge as renaissance marketers—leaders who balance analytical prowess with creative vision. Our alumni are:
- Empowered with leading-edge digital marketing skills and strategic insight
- Adept at leveraging analytics tools to drive innovative decision-making
- Fluent in quantitative and qualitative analysis techniques
- Prepared to collaborate across teams and with customers to develop marketing strategies that drive measurable business results
In a competitive marketplace, marketing leaders must be continuous learners and innovators who can adapt to rapidly changing technologies and consumer behaviors. Our Online Master's in Marketing prepares you to be this kind of leader—someone who can solve complex problems with creative strategies grounded in data-driven insights.
More Than a Degree.
This Is Your Launchpad.
A William & Mary education is not just a degree but a unique connection to a tight-knit community of students, alumni, bold educators and driven, principled, connected leaders. Build your brand with a university known for breaking barriers, championing integrity and channeling academic grit since its inception.
The Raymond A. Mason School of Business imparts essential business knowledge and builds the dynamic mindset necessary to lead in today’s challenging and rapidly changing business environment. As an online graduate business student, you will:
✓ Graduate with the perspective to envision and enact positive
change
✓ Access mentorship and experiential learning opportunities
✓ Receive personalized career support
✓ Build a lasting network to bolster your career for years to
come
This will only take a moment.
More Information
Interested in Our Online Programs?
- Retrieved February 26, 2025, from bloomberg.com/business-schools/william-and-mary-mason/
- Retrieved February 26, 2025, from princetonreview.com/business-school-rankings?rankings=best-professors
- Retrieved February 26, 2025, from usnews.com/education/online-education/college-of-william-and-mary-231624/rankings
- Based on a limited sample of self-reported data from alumni of W&M’s Online MS in Marketing program from graduating cohorts between Fall 2020 and Spring 2024