MS Marketing and Management

1 Year On Campus Masters Program

University of Virginia

Program Overview

The Marketing & Management Track within the Master of Science in Commerce at the University of Virginia (UVA), offered through the McIntire School of Commerce, is designed for recent graduates from non-business academic backgrounds who want to develop strong business and marketing expertise. The program combines foundational business education with specialized marketing and management studies, helping students understand consumer behaviour, develop brand strategies, manage products and projects, and make strategic business decisions in a competitive global marketplace.

Curriculum Structure

Fall Semester: Students begin with the Integrated Core Experience, which builds a strong foundation in business strategy, finance, analytics, leadership, and communication. Through courses such as Global Strategy & Systems, Corporate Valuation & Finance, and Business Analytics, students learn to evaluate business challenges, understand organizational performance, and develop effective decision-making skills.

Spring Semester: Students advance into the Marketing & Management Track through specialized courses such as Brand Management & Strategy, Product & Project Management, and Managerial View of AI. These subjects develop their understanding of brand positioning, product development, project leadership, and the role of emerging technologies in modern business management.

Global Immersion Experience: Students participate in a faculty-led international learning experience lasting approximately three weeks during the spring semester. Through international business visits, consulting activities, and cultural exploration, students gain practical exposure to global markets and develop cross-cultural communication and strategic thinking skills.

Focus Areas

Marketing Strategy, Brand Management, Product Management, Project Management, Business Analytics, Global Strategy, Consumer Behaviour, Corporate Finance, Leadership, Artificial Intelligence in Business, Organizational Management, Strategic Decision-Making.

Learning Outcomes

Graduates develop the ability to understand business operations, analyse market opportunities, create brand strategies, manage product development projects, apply analytical techniques to business decisions, demonstrate leadership and communication skills, and address organizational challenges in global business environments.

Professional Alignment (Accreditation)

The program is offered through UVA's McIntire School of Commerce, which provides an integrated business education emphasizing practical learning, leadership, and strategic decision-making. Its curriculum combines marketing, management, finance, and analytics, while the Global Immersion Experience provides international business exposure. Students develop transferable professional skills relevant to marketing management, brand strategy, product management, business development, and consulting.

Reputation (Employability Rankings)

UVA's McIntire School of Commerce is recognized for its business education and strong employer connections. According to the Class of 2025 employment outcomes, 89% of M.S. in Commerce graduates received employment offers, with an average annual base salary of $82,000. More than 300 regional, national, and international recruiters visit McIntire each year, while its Commerce Career Services provides individual career advising, mentoring, networking, and professional development opportunities.

Experiential Learning (Research, Projects, Internships etc.)

At the University of Virginia, the MS in Marketing and Management program is designed to provide students with hands-on experiences that bridge the gap between theory and practice. Students engage in a variety of experiential learning opportunities that equip them with the practical skills needed to excel in the dynamic field of marketing. The program emphasizes collaboration, innovation, and real-world application, ensuring that graduates are well-prepared for their careers.

Here are some of the key experiential learning components available to students in the program:

- Capstone Projects: Students work on real-world marketing challenges in collaboration with industry partners, allowing them to apply their knowledge and skills in a practical setting.
- Internships: The program encourages internships with leading companies, providing students with invaluable work experience and networking opportunities.
- Digital Marketing Tools: Students gain proficiency in industry-standard software such as Google Analytics, HubSpot, and Tableau, which are essential for data-driven marketing strategies.
- Group Projects: Collaborative projects foster teamwork and communication skills, as students work together to develop marketing plans and strategies.
- Field Trips: The program includes visits to local businesses and marketing agencies, offering insights into the industry and the chance to learn from professionals.
- Research Labs: Access to state-of-the-art facilities and labs allows students to conduct research and experiments related to consumer behavior and marketing trends.
- Libraries and Resources: The UVA library system provides extensive resources, including databases and journals specific to marketing and management research.
- Institute for Business in Society: This institute offers additional resources and opportunities for students to engage with social impact marketing and responsible business practices

Progression & Future Opportunities

The MS in Marketing and Management at the University of Virginia equips graduates with the skills and knowledge to excel in a dynamic business environment. Alumni often find themselves in impactful roles such as Marketing Manager, Brand Strategist, Digital Marketing Specialist, and Business Development Manager. The program not only prepares you for immediate employment but also sets the stage for long-term career growth:

- Career Services: The university offers robust career services, including personalized career coaching, resume workshops, and networking events with industry leaders.
- Employment Statistics: Over 90% of graduates secure employment within three months of graduation, with an average starting salary of around $75,000.
- University–Industry Partnerships: UVA has established partnerships with leading companies like Deloitte, Accenture, and Google, providing students with internship opportunities and real-world projects.
- Accreditation: The program is accredited by the Association to Advance Collegiate Schools of Business (AACSB), ensuring that your degree holds long-term value in the job market.
- Graduation Outcomes: Graduates report high levels of job satisfaction and career advancement, with many moving into leadership roles within a few years of completing the program.

Further Academic Progression: After completing the MS in Marketing and Management, you may choose to pursue a Ph.D. in Marketing or an MBA to deepen your expertise and expand your career opportunities. This can open doors to academic positions, advanced research roles, or executive leadership positions in various industries. The foundation you build at UVA will serve you well as you continue your educational journey.