Marketing practices have dramatically shifted and evolved with the rise of artificial intelligence, big data, digital marketing, marketing analytics, robotics and social media. Today’s marketers face an empowered consumer with a variety of media and purchase options at their disposal. Additionally, marketers now need a higher degree of technical capabilities.
With two new STEM-designated* concentrations in digital marketing technology and marketing analytics as well as a new marketing technology seminar course, the Drexel LeBow Master of Science in Marketing has adapted to these industry needs to provide a solid foundation in marketing strategy, research and planning as well as consumer behavior and global marketing. A practical, hands-on approach is embedded into the program, giving students the opportunity to take part in consulting projects as part of classes and participate in case competitions judged by practitioners and industry executives.
Students will develop practical, career-ready skills in:
- Communication Management
- Consumer Analytics
- Consumer Behavior
- Digital Media Management
- Global Marketing
- Integrated Marketing Campaigns
- Marketing Technology
- Qualitative and Quantitative Marketing Research Methodologies
- Strategic Planning and Risk Management Tools
MS in Marketing Curriculum
LeBow’s marketing curriculum remains at the leading edge of theory and practice, and its new, elective seminar course in marketing technology and its four concentration options — two of which are STEM-designated* — offer specialization in today’s most critical and sought-after segments of marketing.
The MS in Marketing program is highly customizable, allowing students to tailor their studies to their career goals. Outside of five required core courses, students can choose from one of the program’s four concentrations.
- Digital Marketing Technology
The STEM-designated* digital marketing technology concentration enhances the MS in Marketing degree, providing the history and theoretical framework behind new media, plus the hands-on skills to develop a strategic, integrated marketing approach. Courses within the track teach best practices in building campaigns and measuring results, as well as consumer and influencer behavior in the social realm. This concentration is ideal for positions such as social media analyst, media planner, manager of integrated media strategy and digital marketing strategist.
- Marketing Analytics
The STEM-designated* marketing analytics concentration teaches students how to use cutting-edge tools to turn big data into actionable insights. They learn how to deepen their statistical prowess working with large business datasets and differentiate themselves in the new, data-driven environment by understanding experimental design and analysis. The curriculum focuses on honing communication skills when presenting data findings and recommendations to leadership. This concentration positions graduates for jobs such as marketing analytics manager, digital marketing analyst, marketing research analyst, manager of strategy and insights and paid search manager.
- Marketing Leadership
Students who pursue the marketing leadership concentration become nimble leaders ready for success in today’s evolving and disruption-prone markets. They enhance their interpersonal skills and learn to optimize team performance — both crucial assets in the trend toward flatter, matrix-style and virtual business structures. Courses teach how to build competitive value with brand and reputation marketing and understand the unique demands of service organizations. This concentration is excellent preparation for positions such as account executive, brand manager, advertising/promotion manager and marketing manager.
Marketing students can create their own concentration from a wide variety of Drexel’s interdisciplinary graduate minors and electives.
* STEM-designated concentrations are pending University approval.
Drexel LeBow’s MS in Marketing is available in both full-time and part-time options to fit the student’s individual needs. The program can be completed in as little as 15 months or on a more relaxed timeline.
Who Is This Program For?
- Recent Graduates: Individuals who have recently completed their bachelor’s degrees, particularly in fields related to business, marketing, communications or related disciplines.
- Working Professionals: Professionals already working in marketing or related fields who wish to enhance their skills, deepen their understanding of marketing strategies and stay updated with the latest industry trends.
- Career Switchers: Individuals from diverse professional backgrounds who are considering a career change into marketing.
- Entrepreneurs: Aspiring entrepreneurs who want to understand marketing principles to effectively promote their own businesses.
- International Students: Students from various countries who seek a U.S.-based education in marketing.
- Mid-career Professionals: Individuals with several years of work experience in marketing who are looking to move into higher managerial or strategic roles within their organizations.
- Professionals From Diverse Industries: The program is open to individuals from various industries, including technology, health care, finance, retail and more.
Experiential Learning for Graduate Students
A practical, hands-on approach is embedded into graduate programs at LeBow, integrating experiential learning across all components of the student experience. Research-driven consulting projects, industry speakers, competitions and other engagements allow students to learn from companies such as QVC, The GIANT Company and more.
More Ways to Study Marketing
Related Graduate Marketing Minors
Graduate minors highlight Drexel’s collaborative and interdisciplinary spirit by allowing students to take interrelated graduate-level courses outside of their major graduate program. Students have the opportunity to enrich their graduate studies in marketing with supplemental knowledge and skills that provide additional professional expertise and focus.
Examples of minors that may benefit MS in Marketing students include:
- Entrepreneurship and Innovation
- Project Management
- Business Analytics
Students without a business background may find a minor in business to be advantageous.
While earning an MS in Marketing, students can also choose to pursue another LeBow graduate degree; the College offers the ability to share up to 15 credits between two of its degree programs allowing students to maximize their time and financial investment.
Career Outcomes and Support
With top-notch service, resources and programming through Drexel LeBow’s Office of Graduate Career Services, students, alumni and partners are empowered with the tools and knowledge to successfully navigate today’s job market and achieve their career goals.
Campus and Facilities
Our 12-story, 177,500-square-foot home, Gerri C. LeBow Hall, is located at the heart of the Drexel University campus, which is located in Philadelphia’s University City neighborhood, home to the city’s vibrant research and technology corridor.
Being located in Philadelphia, and within a short distance of New York and Washington D.C. means Drexel LeBow students have access, not just to our 1700+ industry partners but also to a wealth of experience from leaders in the business, research and governmental fields.