Master of Science in Marketing
Master of Science in Marketing
Why Earn a Master of Science in Marketing at the Smith School?
Master Marketing Strategy in an AI-Powered World
Marketing is evolving rapidly as AI transforms how organizations understand customers, build brands and drive business growth.
The Master of Science in Marketing at the Robert H. Smith School of Business prepares you to become a marketing professional employers are actively seeking: someone who understands people, emerging technology and how to use both to drive business results.
In the Master of Science in Marketing program, you'll learn to use AI to strengthen strategy, uncover customer insights and make smarter business decisions. You'll also develop the human skills AI can't replace: creativity, critical thinking, communication and leadership.
Through experiential learning, consulting projects and faculty whose research shapes the future of marketing, the Master of Science in Marketing program prepares you to lead brands, influence strategy and create measurable business impact in an AI-enabled marketplace.
Why Smith?
The Robert H. Smith School of Business combines AI-powered marketing education with hands-on learning, faculty whose research shapes the future of marketing and personalized career support to prepare you to make an immediate impact.
Who is the Master of Science in Marketing for?
Built for the Next Generation of Marketers
The Master of Science in Marketing program is designed for those who want to build analytical, creative and strategic marketing skills. Whether you're beginning your career or looking to deepen your expertise, you'll learn how to understand customers, solve business challenges and create value for organizations.
Ideal candidates include:
- Recent college graduates
- Early-career professionals
- Business and marketing majors
- Communications, media and creative majors
- Liberal arts, humanities and social science majors
- Individuals from any academic discipline interested in a career in marketing
Whatever your academic background, you'll graduate with the strategic marketing knowledge, practical experience and adaptability employers value.
What will you learn in the Master of Science in Marketing?
How to Develop the Skills Today's Marketing Leaders Need
The Master of Science in Marketing program equips you with the strategic, analytical and leadership skills to succeed in today's data-driven marketing landscape. Through hands-on learning, consulting projects and applied coursework, you'll build the expertise employers seek across industries.
Develop strategies that align customer needs with business goals and drive long-term growth.
Use market research and customer data to understand consumer behavior and guide business decisions.
Turn customer and market data into marketing insights that drive business decisions.
Apply AI tools to strengthen strategy, improve decision-making and uncover new opportunities.
Plan and execute integrated marketing campaigns across digital channels.
Communicate with confidence, influence stakeholders and lead cross-functional teams.
Apply What You Learn
You'll put these tools into practice through:
- Consulting projects
- Experiential learning
- Client-based assignments
- Cross-functional teamwork
- Portfolio-building projects
- Executive presentations
By graduation, you'll know how to combine AI with strategic thinking and human insight to solve real business challenges.
Career Outcomes
Prepare for High-Impact Marketing Careers
The Master of Science in Marketing prepares you for careers that combine strategic thinking, customer insights and emerging technology. You'll graduate ready to help organizations strengthen brands, solve business challenges and drive growth across industries.
Recent business master’s graduates from Smith report a median starting salary range of $83K, with more than 4 in 5 graduates securing employment within 180 days of graduation. As marketers advance into leadership roles, these professionals often earn an average annual wage of $140K.
Sources: UMD Smith Office of Career Services (2025); QS World University Rankings (2025).
Career Paths
- Advertising and promotions
- Brand and product marketing
- Content and social media strategy
- Digital and growth marketing
- Marketing analytics
- Marketing account and client management
- Market research
- Customer insights
- Marketing consulting
Industries
- Technology
- Healthcare
- Financial services
- Consumer products
- Retail
- Consulting
- Government
- Media
- Nonprofits
Career Development
The Smith Office of Career Services helps you build the skills, connections and confidence to launch your marketing career. From personalized coaching to employer networking, you'll receive support throughout your graduate experience.
- Individual career coaching
- Resume and LinkedIn reviews
- Interview preparation
- Employer networking opportunities
- Career fairs and employer events
- Internship and job search support
Graduate with the confidence, experience and professional support to compete in today's rapidly evolving marketing profession.
Learn From Faculty Shaping the Future of Marketing
Research That Translates Into Real-World Impact
At the Robert H. Smith School of Business, you'll learn from faculty whose expertise spans customer analytics, consumer behavior and digital marketing. Their research influences organizations around the world and brings the latest thinking in marketing directly into the classroom.
Judy Frels is the academic director of the program.
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How is AI integrated into the Master of Science in Marketing?
Learn to Use AI As a Strategic Marketing Tool
AI is transforming how organizations understand customers, develop marketing strategies and measure results. In the Master of Science in Marketing program, you'll learn to use AI responsibly to strengthen decision-making while developing the creativity, critical thinking and leadership skills that technology can't replace.
AI Tools You'll Use
- Generative AI
- Agentic AI
- Large language models (LLMs)
- AI-powered marketing platforms
- Tableau
- Qualtrics
Apply AI Through
- Consulting projects
- Experiential learning
- Client-based assignments
- Cross-functional teamwork
- Portfolio-building projects
- Executive presentations
By graduation, you'll know how to combine AI with strategic thinking and human insight to solve real business challenges and create measurable business value.
Frequently Asked Questions
Yes. A Master of Science in Marketing can help you build the strategic, analytical and communication skills employers need as marketing becomes increasingly data-driven and AI-enabled. The Robert H. Smith School of Business combines consumer insights, AI-powered marketing, experiential learning and career support to prepare you for high-impact marketing careers.
Graduates pursue careers in brand management, digital marketing, marketing analytics, market research, content strategy and client management across industries including technology, healthcare, financial services, retail, consulting and media.
AI is transforming how organizations understand customers, develop marketing strategies and make business decisions. Successful marketers combine AI with creativity, critical thinking and consumer insight to solve complex business challenges and create lasting value.
The Smith School combines AI-integrated coursework, hands-on consulting projects, faculty whose research shapes the future of marketing and personalized career support. You'll graduate with practical experience and the strategic marketing skills employers value.
Have More Questions?
The Smith School's Graduate Admissions team is here to help. Whether you have questions about the curriculum, admissions requirements, the application process or student life, we're happy to help you determine whether the Master of Science in Marketing program is the right fit for your goals.
Graduate Admissions
2303 Van Munching Hall
College Park, MD 20742-1815
Phone: 301-405-2559
Email: smithmasters@umd.edu
Hours: Monday–Friday, 8:30 a.m. to 4:30 p.m.
Connect With Us
Questions? Contact the MBA & Business Master's Admissions Office at 301-405-2559 or SmithMasters@umd.edu.