Online MS-MKT academics
Develop deep expertise in marketing and how to manage the customer experience effectively with the innovative Online Master of Science in Marketing (Online MS-MKT) degree from ASU's W. P. Carey School of Business. The program is designed for working professionals and delivered 100% online — providing a robust foundation in digital marketing, strategic marketing processes, and marketing analytics.
The curriculum incorporates AI in marketing, empowering students to analyze data, generate insights, and create value through intelligent marketing systems. By blending a practical curriculum with career coaching, we prepare graduates for marketing roles across industries and emerging positions in AI-enhanced marketing strategy, customer intelligence, and digital transformation.
Curriculum
The W. P. Carey School’s Online MS-MKT degree requires 30 credit hours to complete. The program can be completed in one or two years, depending on your desired pace.
Online MS-MKT core courses
Across the curriculum, students develop strong analytical and strategic marketing capabilities, with AI integrated throughout coursework to support data analysis, insight generation, and decision-making. Courses emphasize the application of analytical skills, creativity, and AI-enabled tools to address real-world marketing challenges.
The program also includes a culminating capstone experience featuring real-world consulting for an organization. This hands-on project synthesizes strategic thinking, analytics, and AI-informed decision-making, enabling students to apply their learning in complex business environments while strengthening project management, client engagement, and consultative skills.
Covers three major components: (1) a consideration of what it means to be 'customer centric'; (2) development of qualitative and quantitative market research techniques; and (3) application of this material to project situations.
Applied projects course where students learn by doing, by simulating as much as feasible in an actual consulting organization. Within our consulting organization, students are consultants and the 'instructor' is the managing partner. May use external advisors ('alliance partners,' e.g., other faculty members) as experts to provide feedback and strategic directions.
Online MS-MKT electives
- Marketing Management
- AI in Marketing
- Statistics for Business
- Strategic Digital Marketing
- Product Management and Innovation
- Digital Marketing Applications and Analytics
- Advanced Analytics for Marketing Decisions
- Strategic Brand Management
Professional preparation
There is growing demand for marketing professionals who can combine communication, data analysis, and strategic insight with technological fluency. ASU's Online MS-MKT develops these capabilities and prepares graduates to lead at the intersection of marketing and AI. As marketing evolves, our graduates will be well-equipped to adapt to an ever-changing world, cultivate innovative marketing solutions, and unlock high-impact career opportunities.
Career coaching
Experienced career coaches in the W. P. Carey Career Services Center will help you build critical skills and your personal brand, working with you every step of the way — and even after you graduate.
- Consultations and guidance from dedicated career professionals
- Library of on-demand content and resources to help advance your career
- Continued access to career coaching and support for alumni
Faculty
The W. P. Carey Department of Marketing shapes the next generation of innovative, data-savvy marketers. We are home to the Center for Services Leadership and the Robert B. Cialdini Behavioral Research Lab, positioning us at the forefront of influential marketing research that impacts how businesses connect with customers.
Our esteemed faculty members are recognized experts in digital marketing, AI applications, and strategic decision-making. Their teaching and research integrate artificial intelligence, data science, and behavioral insights to ensure students graduate with a deep understanding of how technology and human behavior converge in modern marketing. You’ll learn to apply intelligent marketing tools, analyze complex data, and make informed, ethical decisions that deliver measurable business outcomes.