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Online Master’s in Marketing by the Numbers

33

Credits

10

Courses

1

On-Campus Residency

#1

Business School for Learning1

#6

Best Business Professors2

What Is a Renaissance Marketer?

The Online Master’s in Marketing has been designed to create a new type of marketing leader through the cultivation of what are often considered disparate skills sets across the analytic, strategic and creative sides of marketing.

A Renaissance Marketer is not interested in business as usual.

They are comfortable in a dynamic world and not bound to the mechanistic rhythms of conventional workflows. Embracing ambiguity and iteration, a Renaissance Marketer understands that the best use of time is often nonlinear. They are capable and fluent in the rapidly evolving technology that defines their profession, and they recognize its role as an enabler of collaboration, insights and innovation.

To a Renaissance Marketer, no challenge is simply an obstacle to overcome.

They treat even the most difficult problems as opportunities to develop impactful and inspirational solutions. They approach their work informed by, but not beholden to, time-tested methods: They balance the wisdom to respect proven processes with the courage to adapt them—or even radically change them—for current challenges.

A Renaissance Marketer looks outward.

Because they understand broad collaboration to be key to identifying problems and creating solutions, they act with humility, engage with empathy, and create a culture of respect that nonetheless challenges all involved to do their best work. In this environment, they cultivate new ideas by inviting diverse perspectives, engaging in deep immersion, encouraging open debate and treating every idea as a hypothesis to be tested.

A Renaissance Marketer strives to create an impact on the problem at hand, the company they work in, the market they serve and the world they inhabit.

Are you ready to become a Renaissance Marketer?

Where Can a Master’s in Marketing Take You?

Building the Renaissance skill set of an effective marketing leader can pay off in significant ways.3

$134,290: Median salary for marketing managers

21,800: New marketing management jobs expected by 2028

A Marketing Degree for an Age of Disruption

In the year 2020, audiences are both more abundant and more challenging to reach than ever. The average American lives their life in a constant state of media engagement: There are currently eight networked devices per person in the United States (a number expected to rise to more than 13 by 2022),4 and U.S. adults spend an average of just over 12 hours per day consuming media.5 Attention is the lifeblood of marketing, and it is currently being drawn in a host of directions.

The world in which contemporary marketing occurs is a disruptive one, fragmented across audiences with diverse backgrounds and tastes, rapidly evolving technologies, and continuously proliferating channels and platforms. The savviest, most successful marketing professionals must be able to assess the competitive landscape clearly and pinpoint the most promising opportunities to deliver targeted messaging and optimize spend.

Our Online Master’s in Marketing program prepares you for the challenges and opportunities unique to this world. You will learn to develop and implement omnichannel campaigns, oversee the creation of content that meets the unique demands of today’s digital platforms, use leading-edge analytics to determine targeting and placement, and much more.

How Will You Stand Out?

The average consumer in the U.S. sees 5,000 ads every day.4

Learn to make yours count at William & Mary.

Online Master’s in Marketing Courses Overview

The curriculum for the Online Master’s in Marketing degree has been designed to shape the next generation of diversely talented Renaissance marketing professionals. It emphasizes both foundational marketing principles and several key subject areas essential for effective leaders in the field today.

Program Prep Course

Program Prep Course (0 credits)

A pre-program course designed to ensure all students begin the program with consistent knowledge of fundamentals. Online, but not instructor-led. Tutors available to all students. Consists of two modules: math for marketers and marketing principles.

This course can be waived by scoring 80 percent or higher on a marketing background assessment, by demonstrating three years of direct experience on a marketing team, or by possessing an undergraduate degree in marketing or an MBA.

Foundation Course

Renaissance Marketer (4 credits)

The foundation course introduces a Renaissance Marketing approach to the four Ps of marketing (price, product, promotion and place) and introduces a fifth P: participation.

Analytics and Insight Courses

Analytics for Evaluation and Situation Analysis (4 credits)

Description TBA

Analytics for Planning and Optimization (4 credits)

Description TBA

Marketing Innovation Courses

Product Management and New Product Development (4 credits)

Description TBA

Market-Driven Innovation Strategy and Development (4 credits)

Description TBA

Modern Integrated Marketing Courses

Integrated Campaign Marketing (4 credits)

Description TBA

Digital Content Management (4 credits)

Description TBA

Residency Support Course

Residency (1 credit)

Description TBA

Capstone Course

Capstone: Leading With Values—Revolutionary Marketing Leadership (4 credits)

Emphasis on leadership skills: team leadership, collaboration, ethics and marketing.

Online Master’s in Marketing at a Glance

  • Complete in as few as 15 months
  • 1 free program prep course
  • 1 on-campus residency
  • 2 opportunities to start per year

Want More Insight?

Take a look at what’s ahead in the Online Master’s in Marketing program—download our program details guide, your one-stop document for admissions requirements, courses and more.

Get Program Brochure

Finding a Common Ground: Residency and the Program Prep Course

Students in the Online Master’s in Marketing program arrive with a diversity of personal and professional backgrounds. That’s why our marketing master’s degree program includes two opportunities to begin building a shared experience with your cohort, both in terms of marketing knowledge and your interpersonal relationships with one another.

The Program Prep Course offers you the chance to prepare yourself for the intellectually challenging course content that will follow throughout the remainder of the program. This self-guided online course ensures that you have the proper mastery of math and foundational marketing principles to succeed in subsequent classes. And best of all, this course is completely free!

The Program Prep Course can be waived by scoring 80 percent or higher on a marketing background assessment, by demonstrating three years of direct experience on a marketing team, or by possessing an undergraduate degree in marketing or an MBA.

For the Residency Weekend, we invite you to make the trip to our beautiful Williamsburg campus to meet your online classmates and faculty face to face for the first time. In addition to bonding and networking over the course of three days, you will complete a one-credit course introducing you to unique aspects of the William & Mary experience and helping develop the interpersonal skills that are essential for any successful marketing leader.

The residency curriculum is structured around three themes:

  • Collaboration: Content and exercises designed to capitalize on face-to-face opportunities
  • Culture: Experiences to more tightly bind students to the culture of William & Mary and the Raymond A. Mason School of Business
  • Connections: Social interactions designed to create relationships between students and faculty that endure beyond the end of the program

Residency Weekends are offered twice per academic year. While we recommend attending the residency weekend nearest to the beginning of your time in the program, doing so is not required.

Sources

1. Retrieved on March 18, 2020, from bloomberg.com/business-schools/2018/#ranking=2
2. Retrieved on March 18, 2020, from princetonreview.com/business-school-rankings?rankings=best-professors
3. Retrieved on January 20, 2020, from www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm
4. Retrieved on January 20, 2020, from ncta.com/whats-new/iot-has-quietly-and-quickly-changed-our-lives
5. Retrieved on January 20, 2020, from emarketer.com/content/us-time-spent-with-media-in-2019-has-plateaued-with-digital-making-up-losses-by-old-media
6. Retrieved on January 20, 2020, from linkedin.com/pulse/have-we-reached-peak-ad-social-media-ryan-holmes/