Master of Science in Marketing

Designed for recent graduates and early career professionals seeking advanced, specialized and focused training in Brand/Retail marketing to facilitate career opportunities in the marketing field.

Offered by the Sam M. Walton College of Business, this degree is grounded in a deep understanding of the increasing complexity and breadth of the marketing discipline.

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The Master of Science in Marketing degree is designed to foster customer-focused innovation and decision-making skills essential for success in brand management. Students will understand the challenges faced by organizations in an environment altered by changes in consumer behavior, technology and globalization.

Students will also gain applied understanding of standard and advanced marketing analytics used to assess performance and apply data to gain insights and drive business results.

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Career Development

Job prospects for graduates?
What can I expect?

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Courses and Schedule

What coursework is required for this degree?

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Just the Facts

How Much? How Long?
Who can enroll?

How Do I Enroll?

Admission to Walton College masters programs is selective. Enrollment in each program is limited. 

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Just the Facts: Master of Science in Marketing

Program Length

One Year

Start Date

Fall or Spring

New cohorts begin each fall and spring semester for this degree program.

Admissions Info

Do I Qualify to Enroll?

Complete your undergraduate degree and meet additional requirements. View Requirements

Entrance Test

GMAT or GRE

Students may be eligible for a GMAT/GRE test waiver with a 3.2 undergraduate GPA or 3 years of professional work experience. Please review our master's admissions policies.

Application Deadline

FALL
International applicants: February 15
Priority (domestic applicants): April 15
Final (domestic applicants): July 1
SPRING
International applicants: August 15
Final (domestic applicants): November 1

Total Estimated Cost

$21,512.70*

*In-state tuition and fees. Additional tuition costs applied for out-of-state and international students.
View cost details

Financial Assistance

Paying for College

Scholarships, Graduate Assistantships, and Financial Aid

Class Profile

Current Students

View a listing of current Master of Science in Marketing Students.

Courses and Program Schedule

To obtain the Master of Science in Marketing degree, students must complete the following 30 hours of coursework.

Marketing Core Courses (15 hours)

MKTG 51003: Introduction to Marketing Introduction to marketing concepts and practices as applied to the retail consumer environment. Focuses on the strategic development, positioning, and management of products, promotion, distribution, pricing, and store environments in building customer relationships from retailer and supplier perspectives.
MKTG 54303: Consumer and Market Research Modern marketing research methods and analyses applied to consumers, shoppers, and buyers of goods and services sold in competitive retail environments. Attention is given to both quantitative and qualitative methods, analyses, interpretation, and decision making.
MKTG 53403: Digital Marketing As an increasing number of companies embracing the digital world (e.g., online advertising and e-commerce), there is a growing need for marketers to understand the implications and interruptions brought by this change.
MKTG 55203: Marketing Analytics This course is intended to teach students how to use data analytics to improve marketing decision making at every stage of the Strategic Marketing Process. The focus will be on the skills and tools needed to obtain, process, and analyze data to formulate and answer critical marketing questions and make managerial recommendations. This is a hands-on course that employs real-world databases, lectures, cases, and exercises.
MKTG 53303: Retailing Strategy and Processes Strategic planning and operation of retailing organizations. Investigation of the various types of retailing with emphasis on both the strategic and functional aspects in retail processes.

Electives (15 hours)

Students must choose a minimum of three Marketing electives. Other elective courses may be approved by the MS MKTG director.

MKTG 55103: Sales Analytics Recent years have witnessed increasing competitive pressures along with an explosion in the quantity and quality of data available. Big Data is rapidly changing how we view and analyze problems to make decisions in the marketplace. Whether a firm is consumer, business or service-oriented, acquiring and using information on its customers, competitors, and markets is critical for sales planning and decision-making. This course will emphasize how to analyze data to support and guide sales decisions.
MKTG 55503: New Product Development and Strategy Behavioral and social science concepts applied to retail shoppers, buyers, and consumers of products and services. Attention is given to research on the cognitive, affective, and experiential aspects involved in the acquisition, consumption, and disposal of products and services by individuals and households.
MKTG 55803: Social Media Marketing Social media is changing how business is done around the world in almost every industry. Many companies have embraced social media as a strategic component in their promotion/communication mix (e.g., advertising, sales/trade promotion, personal selling, publicity/public relations), and in connecting brands to current, like-minded, and potential consumers. Identifying and engaging influencers via social media continues to grow as a major component in consumer communications, brand engagement, and promotion strategy. This course is designed to help you understand how marketing has (and has not) changed due to the rise of social media and changes in various underlying contextual factors, such as dramatically increased speed of information dissemination across consumers and brands.
MKTG 54103: Special Topics in Marketing Seminar in special topics in marketing. Topics vary depending on the instructor.
https://walton.uark.edu/news/posts/images/alumni-spotlight-macy-wheeler.jpg

Alumni Spotlight: Macy Wheeler

Meet Macy Wheeler, M.S., a 2024 Walton College graduate with a Master of Science in Marketing, and a 2023 graduate with a Bachelor of Science in Business Administration – Marketing. She is now building her career as a Management Consulting Analyst at Accenture, based in Bentonville.

09/10/2025 | By Hannah Dryden

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Join a supportive and engaging community located in the vibrant business network of Northwest Arkansas, with over 300 Fortune 500 companies with a presence in the region.

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