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Master of Science in Marketing
Without solid marketing, there is no business

With the help of our industry-designed curriculum, award-winning research faculty, and capstone courses with innovative firms, we set up our students for a premier, well-rounded graduate degree. Let’s get to work!

Program Overview

Azure’s MS in marketing program is designed to enable the student acquire knowledge relevant to the creation, execution, and evaluation of media campaigns that span traditional and digital channels.

The evolving environment of social media and mobile advertising implies that the marketing landscape highly transitional. To that end, Azure’s hybrid marketing degree program seeks to mold you to become a leader in this highly dynamic field by introducing you to fundamentals of marketing and innovative strategies that you can use to refine your brand for maximum engagement, reach and influence on consumers.

A Master’s in Marketing with Innovative Curriculum and Hands-On Learning

Characterized custom-designed content that is grounded on theory and contemporary best practices, the goal of this hybrid master degree in marketing is to:

  1. Enable you to evaluate the traditional and digital marketing tools and platforms, and develop a better understanding of how its constructs fit into the marketing mix.
  2. Build your capacity to explore and understand the core principles of consumer behavior alongside the influence of relationship marketing on customer retention.
  3. Enhance your ability to transfer concepts of persuasion and storytelling into successful content development, enable you tap into the power of social media, and excel in brand and product management.
  4. Equip you with the knowledge to conduct successful analysis of marketing metrics and use the same to inform decision-making.
  5. Sharpen the depth of your creativity in designing marketing strategies that will meet real-world business needs.
  6. Offer you the opportunity to participate in Google’s Hybrid Marketing Challenge
  7. Assess your ability to be part of a team responsible for developing a workable, three-year marketing plan intended for real or fictional business.
  8. Ensure that you are able to outline you career objective and define your path to professional development by using Azure’s signature career management tool.
Who is this hybrid marketing degree program for?

This hybrid marketing degree is tailored for a wide range of clientele, the range of which comprise those seeking to align their knowledge of traditional marketing with digital ones, so that you may become an all-round marketing expert.

Prepare for Google AdWords and Analytics Certification

Part of this marketing program is dedicated to preparing individuals to take the Google AdWords and Google Analytics Individual Qualification (IQ) certification exams.

Earn a Professional Credential Prior to Getting Your Degree

The program is designed such that beneficiaries will be eligible for a Graduate Certificate in Digital Marketing upon successfully completing MRKT 6110, MRKT 6120 and MRKT 6130 courses.

Learning Outcomes

Upon completion, MS in Marketing graduates will be able to:

  1. Prepare marketing opportunity statements and facilitate productive stakeholder dialogues.
  2. Demonstrate ethical and social decision-making capacities.
  3. Institute effective communication strategies in a business environment marked by diverse perspectives.
  4. Analyze emerging marketing problems by applying current trends.
  5. Demonstrate professionalism when communicating with stakeholders.
  6. Contextually evaluate marketing decisions within the business environment.
  7. Career impact

Given the shift in customer decision-making inspired by digital media, exceptionally skilled marketing professionals stand to have an advantage in terms of career opportunities.

A projection by the U.S. Bureau of Labor Statistics show that individuals with careers in marketing, advertising, promotions, as well as marketing managers will experience a 12% growth by 2022.

Given the increasing number new media outlets, job opportunities for public relations and fundraising managers is projected to record a 13% equivalent growth between 2012 and 2022. Also expected to grow are the employment opportunities for public relations specialists, which is estimated at 12% by 2022.

Also, while the continued rise in popularity of electronic media will saw a decline in print media volumes, projections show that advertising and promotion managers will record growth in other areas.

Azure’s MS in Marketing program, thanks to its knowledge strength and practical skills, will allow you to pursue a variety of exciting roles that will eventually lead to such career options as:

  • Brand manager
  • Marketing manager
  • Advertising manager
  • Channel manager
  • Marketing strategist
  • Account executive

Career options may require additional experience, training, or other factors beyond the successful completion of this hybrid  marketing degree program.

*Bureau of Labor Statistics, U.S. Department of Labor, “Occupational Outlook Handbook, 2014-15 Edition, Advertising, Promotions, and Marketing Managers,” on the Internet at www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm#tab-6 (viewed hybrid  May 12, 2014). National long-term projections may not reflect local and/or short-term economic or job conditions and do not guarantee actual job growth.

†Bureau of Labor Statistics, U.S. Department of Labor, “Occupational Outlook Handbook, 2014-15 Edition, Public Relations and Fundraising Managers,” on the Internet at www.bls.gov/ooh/management/public-relations-managers.htm (viewed hybrid  April 1, 2015). National long-term projections may not reflect local and/or short-term economic or job conditions and do not guarantee actual job growth.

Save Time and Money on Your Degree

At Azure, we offer the latitude for you to transfer credit, which is a cost-efficient way to ensure that your education is free of unnecessary disruptions. Through this credit transfer, you can reduce your required coursework by applying eligible academic credits toward your Azure degree program.


Completion Requirements

  • 30 total semester credits
  • Core courses (27 sem. cr.)
  • Capstone course (3 sem. cr.)

This sequence represents the minimum time to completion. Time to completion will vary by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your time to completion, call an enrollment advisor at

Core Courses
Course CodeCourseCredits
MRKT 6100 Integrated Marketing in the Digital Age (3 sem. cr.)
MRKT 6110 Digital Marketing (3 sem. cr.)
MRKT 6120 Relationship Marketing (3 sem. cr.)
MRKT 6130 Communicating Using Social and Digital Media (3 sem. cr.)
MRKT 6140 Market Research and Customer Insights (3 sem. cr.)
MRKT 6150 Marketing Communications, Storytelling, and Persuasion (3 sem. cr.)
MRKT 6160 Design Thinking: Strategy and the Creative Process (3 sem. cr.)
MRKT 6170 Design Thinking: Strategy and the Creative Process (3 sem. cr.)
MRKT 6180 Optimizing Marketing Performance (3 sem. cr.)
MRKT 6900 From Marketing Strategy to Execution (3 sem. cr.)
Tuition & Fees
Curriculum ComponentRequirements CostTotal*
Courses30 total semester credit hours$300 per semester hour$9,000
Technology FeePer semester$200$1,000
Total with Transfer Credits$10,000

*The time showed for tuition is the approximate minimum time to completion. Note that the duration varies from one student to another, and is a factor of among other things, individual progress and transferred credits where applicable.  You may reach us on 123-456-5678 for a personalized estimate of your likely time to completion.

*The stated tuition rates and fees are subject to change. The figure does not include books and materials, which may cost between $1,000 to $1,400.

†Maximum transfer credit total includes reduction in technology fee as related to reduced number of courses over time

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The impacts of new and innovative marketing strategies can be felt in the continued change in marketing strategies. This calls for an integrated strategy to ensure organizations remain relevant, competitive and sustainable. As such, students pursuing this course will have firsthand experience of numerous marketing tools, and will have better understanding of their roles and contributions to the marketing mix. Under guidance, students will be tasked with examining the role played by marketing in any organization, as well as the extent to which consumer insights and online behavior influence such product and service aspects as pricing, distribution, and promotion. Included in the course content are channels and activities of mass coordination, direct and online marketing, market analysis, as well as challenges and opportunities inherent in marketing technologies.

With the help of assorted digital marketing tools and strategies, organizations have the capacity to evaluate the performance of digital campaigns and respond in real time. Such response may take the form of changing the content, modifying keyword searches, allocating additional budget, etc. Students can therefore learn more about online analytics and use the knowledge to make informed interpretation regarding return in investment on any campaign undertaking. Also, the student will be able to provide insights quality web practices, web-based tools and how they support marketing initiatives, online advertising, search engine optimization, SEO, as well as means of integrating such channels as social media, video, display and mobile.

This course seeks to enable the student understand how to leverage relationship marketing in fostering customer loyalty and enhancing customer retention. The focus areas will be internet communication channels and related technologies, customer conversion and retention, both for B2B and B2C markets, among others. Further, the course will foster the students’ capacity to plan, design and execute an integrated customer relationship management (CRM) system, and to use it to gain valuable insights on customer preferences, deliver personalization and ensure the automation of targeted messaging. Additional topics include database marketing, digital/social CRM, and customer experience management, CEM.

Today, most companies only seek to leverage the power of social media in order to establish an edge in the market. The objective of this course is to enable students analyze how technology has changed the manner in which consumers interact with brands, and how to use storytelling as a tool for developing an effective social media strategy. Additionally, it allows students explore concepts of ethics, media law and privacy as applicable to social media and digital communication use. The focus topics include social media types, appropriateness to audiences, management of reputation, social media strategy, evaluator methods and communication regulatory environment, that entails, among others, media law and privacy.

Effective marketing of products and services in today’s market requires an i-depth understanding of consumer behavior. Through this course, you will gain valuable insights regarding the use of customer data to infer consumer behavior and draw strategic marketing decision. Specifically, students will gain better understanding of the factors that influence consumer behavior right through all stages of the purchasing process, and translate this information into actionable deductions to improve product strategy and marketing decisions. Also included in the scope of the course are market segmentation and targeting practices, alongside how they can be applied in differentiation.

With a marketing mindset, all communication interactions must be laced with elements of persuasion. The ability to establish an appropriate tone, voice and personality remains critical in social media interactions. More integral, however, is your ability to tie these strategies to the aims of brand positioning. While most agree that storytelling emerges as the most formidable means of persuasive communication, its gist relies not on a simple statement of facts, but on aligning them to form a meaningful context, delivered n such a way that the audience not only understand and empathize with the characters in the story, but begins to identify with the brand personality behind the story. Through the course, students will learn approaches employed in developing the story, and transfer them to their practice areas.

Success in today’s business landscape requires the ability to align creative artistry with the prevailing needs of the business. In line with the same, this course will allow students to explore the underlying concepts of design thinking, business strategy and creativity as formidable tools for crafting business solutions. Among the topics covered in this course include design business landscape design, creative brief, cultural awareness, insight on audience data, etc., all of which are the building blocks of creative processes. Students will therefore focus on sharpening their creativity and problem-solving techniques that are relevant to contemporary needs of businesses.

The blatant difference between brand and product management concepts notwithstanding, the success of a product or a service is dependent on both. As such, Students taking this elective course will be able to sharpen their brand management capacities, including brand architecture, brand development, positioning and sustainability, building brand values, among others. Specifically, students will be able to analyze competitive information in relation a brand, in addition to applying knowledge of product differentiation. Deliverables throughout the course will include ability to examine critical business skills, tools and techniques required for effective product management. The course focuses on product lifecycle stages, demand and pricing, multichannel product management, as well as the fundamental aspects of managing profits and losses.

When assessing marketing performance, two fundamental questions arise: How does one determine the marketing channel that is making actual contribution to sales? How does a firm optimize its online marketing expenditure and draw balance between acquisition costs and conversions? Today, marketing managers have the task optimizing marketing outputs, in addition to accounting for the outcomes the marketing initiatives deliver. This course will empower students with the expertise to identify relevant metrics, make quality inferences from data analysis, forecast results, establish precise estimates of return on investments, optimize the performance of marketing initiatives and present campaign outcomes.

The questions on the roles of marketing plans in delivering business goals and informing the business on how to capitalize on insights and trends drawn from consumer data remain pertinent. In addition, the role of emerging innovations and communication strategies in expanding the target audience reached continue to elicit different reactions in the business world. This course seeks to empower students in these fields by compelling them to draft a three-year plan outlining business strategy, marketing initiatives, decision making on products, services, brands, customers and competition. Students will also learn important practices crucial to market segmentation, developing consumer insights, conducting competitive analyses, pursuing brand positioning and strategy, means of acquiring and retaining consumers as well as how to develop tactical approaches to justify financial plans.