MS in Management Marketing

1 Years On Campus Masters Program

University of Wisconsin Milwaukee

Program Overview

The Master of Science in Management – Marketing at the University of Wisconsin–Milwaukee (UWM) is a STEM-designated graduate program designed for students who want to develop advanced marketing knowledge and strategic business skills. The program focuses on marketing research, consumer behavior, brand management, digital marketing and predictive analytics, preparing students to understand changing customer needs and help organizations build a competitive advantage in local and international markets.

Curriculum Structure

Core Coursework: Students develop a strong foundation in marketing strategy, research methods, brand management and data-driven decision-making. Courses such as Marketing Research (BUS ADM 762), Strategic Product and Brand Management (BUS ADM 765) and Marketing Strategy: Concepts and Practice (BUS MGMT 708) help students understand customer insights, build brand strategies and develop effective marketing plans. They also study International Marketing (BUS ADM 806), Ideas and Applications of AI and Data Science in Different Fields (BUS ADM 767) and Predictive Analytics for Managers (BUS MGMT 709) to explore global markets and technology-supported marketing decisions.

Advanced Study and Electives: Students customize their studies through electives that develop specialized knowledge in digital marketing, marketing analytics, communications and business development. Courses such as Marketing Analytics with Generative AI (BUS ADM 763), Buyer Behavior and Marketing Communications (BUS ADM 764) and Database Marketing (BUS ADM 769) help students understand customer preferences, analyze marketing performance and manage customer information. Additional options include New Product Development (BUS ADM 544), Internet Marketing (BUS ADM 894) and a Marketing Internship (BUS ADM 793), providing opportunities to connect classroom learning with professional practice.

Focus Areas: Marketing Strategy, Marketing Research, Consumer Behavior, Strategic Product and Brand Management, International Marketing, Digital Marketing, Marketing Analytics, Generative AI, Predictive Analytics, Database Marketing, New Product Development, Marketing Communications and Customer Relationship Management.

Learning Outcomes: Conduct marketing research and interpret consumer insights, develop effective product and brand strategies, evaluate domestic and international market opportunities, apply data analytics and AI tools to marketing challenges, understand consumer behavior and communication strategies, use digital platforms to support marketing activities, and make evidence-based decisions that strengthen organizational competitiveness.

Professional Alignment (Accreditation): The program combines strategic marketing concepts with analytical and technology-focused coursework, helping students develop skills relevant to contemporary marketing roles. Its curriculum includes marketing research, predictive analytics, AI and data science, international marketing and opportunities for internship or research-based learning. The Lubar College of Business is accredited by the Association to Advance Collegiate Schools of Business (AACSB), and the program is STEM-designated.

Reputation (Employability Rankings): UWM's Lubar College of Business offers students access to experienced marketing faculty with expertise in consumer behavior, internet marketing, advertising, customer relationship management and branding. Its location in Milwaukee provides opportunities to connect with businesses across manufacturing, financial services, retail and technology. Graduates can pursue roles such as Marketing Analyst, Brand Manager, Market Research Analyst, Digital Marketing Specialist, Product Marketing Manager, Marketing Strategist, Customer Insights Analyst and Marketing Consultant.

Experiential Learning (Research, Projects, Internships etc.)

At the University of Wisconsin-Milwaukee, the MS in Management Marketing program is designed to provide students with hands-on experiences that bridge the gap between theory and practice. Students engage in real-world projects, collaborate with peers, and utilize state-of-the-art facilities and tools that enhance their learning journey. This experiential learning approach not only equips students with practical skills but also prepares them for the dynamic marketing landscape.

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

- Collaborative Projects: Engage in team-based projects that simulate real marketing challenges, allowing you to apply your knowledge in a practical setting.
- Internship Opportunities: Gain valuable work experience through internships with local businesses and organizations, providing a chance to network and build your resume.
- Access to Cutting-Edge Software: Utilize industry-standard marketing tools and software, such as Salesforce, HubSpot, and Google Analytics, to analyze data and develop marketing strategies.
- Field Trips: Participate in field trips to local companies and marketing agencies, offering insights into the industry and networking opportunities with professionals.
- Research Facilities: Take advantage of dedicated research labs and resources, including the UWM Libraries, which provide access to a wealth of academic journals, databases, and marketing research tools.
- Marketing Institute: Benefit from the resources and expertise of the Lubar School of Business Marketing Institute, which focuses on advancing marketing knowledge and practice through research and outreach.

Progression & Future Opportunities

The MS in Management Marketing at the University of Wisconsin Milwaukee prepares graduates for a dynamic career in marketing, equipping them with the skills needed to excel in various roles. Graduates often find themselves in positions such as Marketing Manager, Brand Strategist, Digital Marketing Specialist, or Market Research Analyst. With a strong foundation in both management and marketing, you’ll be well-prepared to navigate the evolving landscape of the industry.

Here’s how the University of Wisconsin Milwaukee supports your career journey:

- Career Services: The university offers dedicated career counseling, resume workshops, and interview preparation to help you stand out in the job market.
- Employment Statistics: Over 90% of graduates secure employment within six months of graduation, with average starting salaries around $60,000, depending on the role and industry.
- University–Industry Partnerships: UWM has established partnerships with leading companies such as Harley-Davidson, Johnson Controls, and Kohl’s, providing students with networking opportunities and internships that can lead to job offers.
- Accreditation: The program is accredited by the Association to Advance Collegiate Schools of Business (AACSB), ensuring that your degree holds long-term value and is recognized globally.
- Graduation Outcomes: Alumni have gone on to work for top firms and have reported high levels of job satisfaction and career advancement.

Further Academic Progression: After completing your MS in Management Marketing, you may choose to pursue a Ph.D. in Marketing or a related field, which can open doors to academic positions or advanced research roles. Additionally, you could consider obtaining professional certifications such as the Certified Marketing Management Professional (CMMP) or Digital Marketing certifications, which can further enhance your expertise and marketability in the field.