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Master of Science, Marketing

Online Master's in Marketing Analytics


An Online Marketing Analytics Master’s Program Focused on Career Success


The science of marketing is always evolving. Staying on top of it takes the right skills and education. If you’re looking to advance in your current role or explore the technical aspects of marketing, an M.S. in Marketing Analytics could be a great next step. 
This marketing master’s degree program teaches you how to:

  • Utilize powerful research to drive strategy
  • Understand analytics tools 
  • Implement a data-driven approach to marketing
  • Helps companies better understand their consumers and grow their bottom line

The marketing analytics master’s degree also includes an experiential-learning capstone course that culminates with an application in communication, collaboration, critical-thinking, and problem-solving where you’ll put your marketing analytics skills to work on an actual client project.

61% of graduate students finish master's programs within 

18 Months*

WGU lets you move more quickly through material you already know and advance as soon as you're ready. The result: You may finish faster.

*WGU Internal Data

Tuition per six-month term is


Tuition charged per term—rather than per credit—helps students control the ultimate cost of their business management degree. Finish faster, pay less!

Average salary increase


School of Business graduate students report an average salary increase of $11,813 after completing their WGU degree.

*WGU Internal Data

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Marketing Analytics Courses

Program consists of 11 courses

At WGU, we design our curriculum to be timely, relevant, and practical—all to ensure your degree is proof you really know your stuff. Our programs are designed for industry-relevance so everything you learn can be directly applied to your career. Industry-experts help create our curriculum to ensure you are learning critical components of your chosen area.

The online marketing master’s degree program is composed of industry-relevant courses. Courses are generally completed one at a time instead of simultaneously, and you’ll work with your Program Mentor to build a personalized Degree Plan that keeps you on track.

WGU courses are competency-based, which means that once you demonstrate mastery in a specific area, you can move on. This allows you to use your existing knowledge to move through your degree program more quickly.

The Master of Science in Marketing Analytics program is an all-online degree program. You’ll complete program requirements independently, with instruction and support from WGU faculty. You’ll be expected to complete at least 8 competency units for each six-month term. Each course is typically three or four units. There’s no limit on the number of units you can complete each term, so the more courses you complete, the quicker you can finish your program.


11 Courses

Program consists of 11 courses

At WGU, we design our curriculum to be timely, relevant, and practical—all to ensure your degree is proof you really know your stuff. Our programs are designed for industry-relevance so everything you learn can be directly applied to your career. Industry-experts help create our curriculum to ensure you are learning critical components of your chosen area.

Capstone Project

Special requirements for this program

This capstone provides you with real-world applications to prepare you for the marketing industry. In this course, you’ll integrate and apply marketing skills gained throughout the program by working with an organization on a marketing project. Marketers must effectively manage many relationships throughout their career with clients and team members in an organization, an agency, or their own marketing firm. This course allows you to apply your technical knowledge while also developing competencies in effective communication, collaboration, conflict management, project management, and time management skills. You'll explore your professional goals and develop a personal branding strategy to enhance your marketability and strategically plan for your marketing career.

Skills For Your Résumé

As part of this program, you will develop a range of valuable skills that employers are looking for. 

  • Management: Successfully identified the needs of others to coach, mentor, or help improve their knowledge or skills, fostering a supportive and growth-oriented environment. 
  • Strategic Planning: Developed a streamlined process to collect appropriate data for strategic planning activities, enabling data-driven decision-making and improved organizational performance.
  • Digital Marketing Analytics: Optimized the business's marketing performance through digital marketing analytics, leveraging data insights to enhance marketing strategies and drive measurable results.
  • Presentations: Created compelling textual, statistical, and graphical presentations using presentation software, effectively conveying complex information and ideas to diverse audiences. 
  • Market Research: Skillfully developed buyer personas for market research purposes, providing valuable insights into customer behavior and preferences to inform marketing strategies. 
  • Communications: Articulated complex ideas, opinions, and information while pointing out connections and relationships, facilitating clear and effective communication in professional settings.

“The Master in Marketing with Digital Marketing Specialization from Western Governors University flawlessly prepared me for the OMCA exam. After receiving my certification, I was encouraged to share it on my digital platforms. On LinkedIn, fellow OMCP members connected with me, providing new networking opportunities. The OMCP community consists of inspiring and hardworking marketing professionals who motivate me to complete my master's degree."

—Shelby Davis
M.S. Digital Marketing

Why WGU?

Earning Potential

A degree can dramatically impact your earning potential. According to a 2023 Harris Poll, two years after graduation, WGU students report earning $22,200 more per year.

On Your Schedule

Competency-based education means you can move as quickly through your degree as you can master the material. You don't have to log in to classes at a certain time—you are truly in the driver's seat of your education

Entirely Online

The marketing master's degree at WGU is 100% online, which means it works wherever you are. You can do your coursework at night after working at your full-time job, on weekends, while you're traveling the world or on vacation—it's entirely up to you.

Accredited, Respected,

One important measure of a degree’s value is the reputation of the university where it was earned. When employers, industry leaders, and academic experts hold your alma mater in high esteem, you reap the benefits of that respect. WGU is a pioneer in reinventing higher education for the 21st century, and our quality has been recognized.


An Online Marketing Degree That's Affordable

By charging per term rather than per credit—and empowering students to accelerate through material they know well or learn quickly—WGU helps students control the ultimate cost of their degrees. The faster you complete your program, the less you pay for your degree.

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Pay less by completing your program faster

A Marketing Degree Within Reach

There is help available to make paying for school possible for you:

The average student loan debt of WGU graduates in 2022 (among those who borrowed) was less than half* the national average.

Most WGU students qualify for financial aid, and WGU is approved for federal financial aid and U.S. veterans benefits. 

Many scholarship opportunities are available. Find out what you might be eligible for.

*WGU undergraduate students have approximately half the debt at graduation compared to the national average, according to the Institute for College Access and Success (2022).


Top Industry Certifications Students Can Earn


Students in the online marketing analytics master's program will be prepared to take the following certification exams during their program to demonstrate their expertise in the marketing field. The cost of most of these exams are free to WGU students as part of their tuition. These industry certifications are not required for students, but the coursework in their program will prepare them for these exams which can be critical as they work to excel within the marketing space.

Be prepared to earn the following industry certifications:

  • Google Digital Marketing & E-Commerce (Google Career Certificate)
  • Google Ads Search
  • HubSpot Inbound Marketing
  • HubSpot Marketing Software
  • HubSpot Email Marketing
  • HubSpot Social Media Marketing


  • OMCP Online Marketing Certified Associate


A Different Way to Learn: Degree Programs Designed to Fit Your Life—and All the Demands on Your Time

Professional responsibilities. Family obligations. Personal commitments. At WGU, we understand schedules are tight and often unpredictable for adult students. That’s why we offer a flexible, personalized approach to how education should be. No rigid class schedules. Just a solid, career-focused teaching program that meshes with your current lifestyle. You'll be challenged. You'll work hard. But if you commit yourself and put in the hours needed, WGU makes it possible for you to earn a highly respected degree as a busy working adult.

"The classes are challenging and apply well to the pursuit of professional advancement. As a recent graduate I feel that I have accomplished something substantial and I have a degree that I am proud of."

—Jonathan Ogilvie
B.S. Marketing


Success in Business Starts With a College Degree in Marketing

This marketing master's degree program will help you build your technical skills and marketing perception, preparing you for a wide variety of valuable careers in any of the following areas:

  • E-commerce
  • Data analytics
  • SEO.

A successful career in marketing analytics requires a solid understanding of how to position a product or service to consumers using consumer research and data. WGU’s online Master of Science in Marketing Analytics is designed to teach you how to strategically position a brand that stands out in a crowded marketplace.

Return on Your Investment

On average, WGU graduates see an increase in income post-graduation

Average income increase from all degrees in annual salary vs. pre-enrollment salary. Source: 2023 Harris Poll Survey of 1,655 WGU graduates.

Survey was sent to a representative sample of WGU graduates from all colleges. Respondents received at least one WGU degree since 2017.


Overall employment of advertising, promotions, and marketing managers is projected to grow 10% from 2021 to 2031, faster than the average for all occupations.

—U.S. Bureau of Labor Statistics

Develop a Strategy for Your Marketing Career

Change the course of your career with the help of a marketing analytics master’s degree. 

Job Titles



  • Marketing Analytics
  • Data Analysis
  • A/B Testing
  • Search Engine Optimization
  • Consumer Insights
  • Keyword Research
  • On-page Optimization
  • Performance Tracking

WGU Grads Hold Positions With Top Employers


Admissions Requirements - Marketing

To be considered for this program, you must:

  • Submit a transcript verifying receipt of your bachelor’s degree from a recognized, accredited institution.

NOTE: You do not need to take the GRE or GMAT to be admitted to this program. Learn why we don't require these tests.

Transfer Credits

Get Your Enrollment Checklist

Download your step-by-step guide to enrollment.

Get Your Questions Answered

Talk to an WGU Enrollment Counselor.

FAQs about Marketing Analytics Master's Degree

With WGU’s marketing graduate program, you’ll gain the following skills and more:  

  • Marketing analytics and insights  

  • Data analysis skills

  • A/B testing experience  

  • SEO skills

Some roles you’ll be prepared for with an M.S. in Marketing Analytics include:  

  • Marketing Manager

  • Market Research Analyst  

  • Data Analyst

  • Marketing Director  

  • Consumer Insights Specialist

Yes. This specialization focuses on the more technical aspects of marketing including data analytics, SEO, consumer insights, and more.  

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