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Degree Overview: Master of Science (M.S.) Degree Program in Database Marketing

Majors Overview May 30, 2015

Get information about Master of Science (M.S.) degree programs in Marketing with a concentration on databases and their education requirements, coursework, career choices, job and wage outlook, and continuing education choices.

Master of Science (M.S. Programs in Database Marketing

Uses for databases in marketing include the management and tracking of inventory, customer information, and business contacts. Individuals who seek careers in this field could benefit from enrolling in a master’s degree in marketing with a database specialization. The focus of these programs is typically on business models and concepts related to real-world marketing settings. Programs include class projects and case studies of local companies aimed at giving students the opportunity of developing campaigns and strategies related to the business climate. Students explore concepts and theories related to marketing finance, digital marketing, direct marketing and database marketing.

Education Requirements

Admission criteria typically require incoming students to hold a bachelor’s degree in marketing or a closely-related field of study. An official transcript of all postsecondary coursework is required to be submitted by applicants, in addition to letters of recommendation, a resume, and a statement of purpose outlining personal and educational goals. Schools insist on the submission of Test of English as a Foreign Language (TOEFL) scores by international students, in addition to the evaluation of their transcripts to ensure that students meet university standards.


Concentrations, core courses, and electives typically comprise this master’s degree program. The degree can be obtainable in two years by full-time students. They must complete a thesis or a capstone project before they graduate from the program. Core coursework may cover topic areas such as:

•Media planning
•Public relations
•Database marketing strategy
•Consumer relationship management
•Statistical research
•Database modeling
•Integrated marketing
•Sales force management

Career Choices

Program graduates may seek careers in advertising account management, public relations, interactive marketing, brand management, and account planning. Through 2018, the field is expected to see a job growth of 13% (U.S. Bureau of Labor Statistics). They may aspire for possible job titles such as:

•Marketing research analyst
•Market research director
•Catalog circulation director
•Catalog marketing director
•Project director

Job and Wage Outlook

Over the 2012 – 2022 decade, a job growth rate of 32% has been predicted for market research analysts (BLS). In 2012, these professionals brought in an average annual wage of $60,300 (BLS).

Continuing Education Choices

Program graduates may seek continued education by earning doctoral degrees in marketing to pursue careers in research or academia.

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