Marketing Concentration

Our Online Master of Business Administration with a concentration in Marketing can enhance and modernize your understanding of consumer audiences, marketing analysis, brand management, and today’s leading digital media services and strategies.

Tap into an expertly designed curriculum that focuses on business, technology, and critical skills

Tap into an expertly designed curriculum that focuses on business, technology, and critical skills

Participate in courses limited to 20 students to develop a closer connection to faculty and peers

Participate in courses limited to 20 students to develop a closer connection to faculty and peers

Study at a top-tier business school with experience built into its DNA

Study at a top-tier business school with experience built into its DNA

Take part in our optional domestic campus residency where you can meet fellow online students on campus

Take part in our optional domestic campus residency where you can meet fellow online students on campus

Take part in our optional domestic campus residency where you can meet fellow online students on campus

Graduate in as few as two years

Online MBA with a Marketing Concentration

A megaphone surrounded by images of marketing tasks.

Marketing can play a critical role in the success of any business. As today’s digital environment continues to expand and competition grows in many industries, differentiating your company’s product or service from the others in the marketplace can be the catalyst for increasing sales and retaining customers. It’s a process that requires innovation, nimble thinking, and strategies that always place the customer first.

Northeastern University’s innovative collection of MBA Marketing concentration courses cover a variety of topics, such as managing strategic relationships with consumers, the impact of technology on marketing, the global impact of digital marketing, social networks, microblogging, big data, opportunity identification/idea generation, market testing, and adapting products for foreign markets. These courses allow you to gain an in-depth perspective of modern marketing, which will prepare you to be an industry leader regardless of how the field reinvents itself.

Three of your five electives must be from the following concentration-specific courses:

  • Marketing Research
  • International Marketing
  • New Product Development
  • Market Focused Strategy
  • Marketing in the Service Sector
  • Digital Marketing
  • Brand and Advertising Management

MBA Marketing Careers at a Glance

Graduates with a marketing specialization such as the one offered by Northeastern University’s MBA Marketing concentration often pursue management positions such as international marketing executive, marketing executive, brand manager, market research executive, or database marketing manager, depending on their professional work experience.

Creative Director

Creative directors breathe life into a company’s marketing or multimedia campaigns by fleshing out branding ideas through various forms of content. In large companies, they can work with marketing directors and marketing managers to build cohesive strategies that aim to engage targeted customers. This can be the ideal role for experienced marketing graduates who want to explore their creative prowess.

A creative director makes a median annual salary of $89,100. Responsibilities include implementing and overseeing an organization’s creative processes, developing a wide range of marketing projects, building and developing a company’s creative team, and ensuring promotional materials align with an organization’s vision and goals.

Creative Director Job Description

Creative directors develop and create various forms of content to promote a company’s brand or identity. They transform creative ideas into content such as promotional catalogs, social media ads, and television commercials. They typically coordinate their work with other departments within the company, and may oversee teams that develop the content.

Creative Director Salary

According to PayScale, the median annual salary for creative directors as of November 2020 was around $89,100, with the median salary of the top 10% at around $106,000. PayScale also reports that the pay for those who work in creative hubs such as San Francisco, New York City, and Los Angeles is anywhere from 31% to 66% higher than the national average.

Senior Brand Manager

Senior brand managers are stewards of a company’s or product’s identity. Their careful guidance of how a brand is perceived by the public, the competition, and the industry as a whole can be critical to not only attracting new customers but also retaining current clientele. Professionals working in the marketing field may choose to earn an MBA degree with a Marketing concentration in order to pursue this senior-level position after gaining experience in the marketing field.

A senior brand manager makes a median annual salary of $106,200. Responsibilities include creating brand strategies designed to help a company grow, developing marketing materials that align with company goals, administering advertising campaigns to optimize efficiency and profitability, and adjusting strategies based on market research and consumer behavior.

Senior Brand Manager Job Description

Those in senior brand manager roles typically track marketing campaigns and marketing materials to ensure they align with a company’s voice and long-term vision. They sometimes participate in the creative process to further ensure the marketing materials stay on-brand. Senior brand managers also typically establish financial business objectives associated with brand strategies, and may create budgets and organize resources to keep projects financially feasible. Additionally, they may research consumer behavior to ensure that brand strategies remain fresh and relevant to a brand’s target audience.

Senior Brand Manager Salary

PayScale reports that the median annual salary for senior brand managers as of November 2020 was around $106,200. PayScale further reports that those with 10 to 19 years of experience in the role have a median annual salary of around $115,200. In addition to experience, job location and education level can affect earnings.

Marketing Research Director

Market research directors take the market’s pulse and ensure a company’s marketing strategies align with their findings. Their role is essential to not only making sure a campaign gets off to an effective start, but also ensuring it stays relevant until campaign goals are satisfied. This is another senior position that marketing MBAs may pursue after gaining relevant experience at a managerial level.

A marketing research director makes a median annual salary of $112,400. Responsibilities include overseeing a company’s market research department, setting department goals and monitoring team performance, identifying marketing opportunities based on data analysis, and analyzing market trends to optimize strategic effectiveness.

Marketing Research Director Job Description

Marketing research directors use various forms of data analysis to find changes in a company’s target market. They commonly report their findings to top management, and they recommend improvements to address vulnerabilities due to market changes. They can also use their analytical skills to track the success of existing marketing strategies. In large companies, they may oversee an organization’s market research department.

Marketing Research Director Salary

As of November 2020, PayScale listed the median annual salary for market research directors as around $112,400, with the top 10% having a median annual salary of around $125,600. Location and education level can play a role in determining salary.

Senior Public Relations Manager

Senior public relations (PR) managers may act as the “face” of a company. Unlike brand managers, PR managers concentrate on how the company itself is perceived in public, which could in turn have a profound impact on a company’s growth and maintenance strategies. It’s a senior-level role that marketing graduates with a record of experience in the public relations field can pursue.

A senior public relations manager makes a median annual salary of $116,180. Responsibilities include overseeing strategies that promote a positive company image, researching and identifying optimal target audiences, writing press releases promoting a company’s activities, and creating and executing company promotion programs and strategies.

Senior Public Relations Manager Description

Senior public relations managers are usually tasked with developing a company’s corporate image through various creative and strategic means, from writing press releases that share vital information with the media to creating promotional programs that align with a prospective client base’s interests, such as collaborating with charitable organizations or advocacy groups. They may also act as the company’s spokesperson or primary media source.

Senior Public Relations Manager Salary

The BLS places the role of the senior public relations manager in its public relations and fundraising manager category. As of May 2019, the BLS lists the median annual salary for this category as $116,180, with the top 10% earning more than $208,000. Factors like experience, education level, and location can dictate the precise annual salary that an individual earns.

Marketing Manager

Marketing managers play an integral role in executing a company’s marketing strategies. Their primary goal of overseeing marketing operations and processes helps ensure a marketing campaign and its associated goals stay on track. Their actions also make sure that these processes transform into activities and tactics that reach customers and influence decisions.

A marketing manager makes a median annual salary of $136,850. Responsibilities include overseeing a company’s marketing strategy, brainstorming marketing campaigns for targeted audiences, coordinating changes and tweaks to existing campaigns, and managing marketing staff.

Marketing Manager Job Description

A marketing manager’s chief task of overseeing a company’s marketing operations consists of several key duties. They use tactics such as market research and data analysis to help develop marketing campaigns that target specific customers at specific times. They also apply these techniques to existing campaigns to gauge their effectiveness and make adjustments. As a manager, they’re also charged with overseeing a company’s marketing staff, which can vary depending its size.

Marketing Manager Salary

According to the U.S. Bureau of Labor Statistics (BLS), the median annual salary for marketing managers as of May 2019 was $136,850. There are numerous factors that could influence the precise annual salary an individual may receive. These factors can include education level, years of experience, and job location.

Vice President of Marketing

Those in vice president of marketing roles are the visionaries behind a company’s marketing department. They use their knowledge and skills to steer a company’s marketing plans in a specific direction, which they shape through the creation of projects that aim to fulfill marketing goals in a financially efficient manner. This senior role is one marketing managers can pursue after gaining real-world experience.

A vice president of marketing makes a median annual salary of 148,800. Responsibilities include overseeing a company’s marketing operations, directing marketing and branding strategies, utilizing strategic planning and sales forecasting to optimize sales, and creating pricing strategies to align company goals with customer expectations.

Vice President of Marketing Job Description

Vice presidents of marketing typically shape a company’s marketing programs. They deploy tactics such as pricing strategy development and sales forecasting to strike a balance between meeting a company’s objectives and matching a customer’s expectations. They also conduct research to gain key information on customers, vendors, and current trends through trade shows and conventions. They can take on a supervisory role in large companies as well, as they may be tasked with overseeing a company’s marketing department.

Vice President of Marketing Salary

As of January 2021, the median annual salary for vice presidents of marketing was around $148,800, according to PayScale. Individuals with 20-plus years of experience have a median salary of around $162,000 a year. Experience and education level can contribute to compensation, as can job location. For example, PayScale reports that vice presidents of marketing in San Francisco earn 23% more than the national average.

Chief Marketing Officer

The chief marketing officer, or CMO, is the C-suite executive in charge of a company’s marketing and sales department’s strategies, from creation to conclusion. Together with other C-suite executives, CMOs play a crucial part in establishing how a company pursues growth strategies in a manner that doesn’t disrupt current stability. For marketing graduates interested in climbing to the top of the corporate ladder, the CMO role represents marketing’s top rung.

A chief marketing officer makes a median annual salary of $174,100. Responsibilities include overseeing a company’s marketing campaigns from initiation to execution, developing marketing strategies designed to generate sales and increase profitability, managing departments tied to marketing, such as sales and product development, and working with top company executives to build cohesive organizational growth strategies.

Chief Marketing Officer Job Description

CMOs analyze and interpret key data on a wide range of customer, purchasing, and competitor metrics to help develop innovative marketing and sales strategies that aim to remain one step ahead of the market. They use their leadership skills to motivate a company’s marketing and creative directors to carry out their vision pertaining to a company’s marketing, branding, and public image. They also commonly provide executive-level guidance to help directors work toward a company’s overarching marketing goals.

Chief Marketing Officer Salary

According to PayScale, the median annual salary for CMOs as of November 2020 was approximately $174,100. This number can vary based on factors such as education level, years of experience, and job location. For example, CMOs in San Francisco earn 34% above the national average, and New York-based CMOs earn 28% above the national average, according to PayScale.

One Degree, Many Opportunities

The marketing landscape is always evolving. Those equipped with the knowledge and skills to stay one step ahead of the changes can help an organization remain at the forefront of its industry, ahead of the competition and top of mind among the customer base. This can do more than help a business grow — it can make it thrive.

The marketing landscape is always evolving. Those equipped with the knowledge and skills to stay one step ahead of the changes can help an organization remain at the forefront of its industry, ahead of the competition and top of mind among the customer base. This can do more than help a business grow — it can make it thrive.

Northeastern University’s Online MBA with a concentration in Marketing can provide you with the tools you need to be a trusted leader in a way that’s designed to fit your busy schedule. Discover how our program can take your career to a new level.

Sources:
G2, “How to Become a Brand Manager: Career Advice, Skills, and Salary”
Houston Chronicle, “Role of a Public Relations Manager in an Organization”
Houston Chronicle, “Skills You Need for an Advertising Manager”
Houston Chronicle, “What Are the Functions of a Marketing Manager or Officer?”
Houston Chronicle, “What’s the Difference Between a Marketing Manager and a Marketing Director?”
PayScale, Average Chief Marketing Officer (CMO) Salary
PayScale, Average Creative Director Salary
PayScale, Average Marketing Manager Salary
PayScale, Average Marketing Research Director Salary
PayScale, Average Senior Brand Manager Salary
PayScale, Average Vice President (VP), Marketing Salary
U.S. Bureau of Labor Statistics, Advertising, Promotions, and Marketing Managers
U.S. Bureau of Labor Statistics, Public Relations and Fundraising Managers
U.S. Bureau of Labor Statistics, Top Executives

Graduate Certificates

Northeastern also offers a selection of online graduate certificates in seven relevant business topics. In these focused programs, you’ll take four to five graduate courses and tailor your learning experience to suit your goals. All certificate coursework is designed and taught by the industry-active, expert faculty from the world-class D’Amore-McKim School of Business.

Earn an online graduate-level credential in as few as five months, or take up to two years to complete. Upon completion of your graduate certificate program, you may be able to further your business education by applying your credits toward an eligible master’s degree such as Northeastern’s Online MBA or Part-Time MBA.

Graduate certificates are available in:

  • Accounting and Financial Decision Making
  • Business Administration
  • Corporate Finance
  • Corporate Renewal
  • International Business
  • Marketing
  • Supply Chain Management