Study Abroad

Scope of MBA in Marketing – What Marketing Specializations Can You Pursue After Your MBA?

30 March, 2023
SA Team

Marketing is critical for organisations of all sizes and in all industries. Marketing experts are in charge of promoting businesses and their products on a local, national, and worldwide scale in order for firms to sell their goods and services in diverse markets. A marketing career often entails building interest in a company’s brand and products, but marketers accomplish this in various ways. If you want to pursue this in-demand industry, there are several career paths to consider, as well as several prospects for advancement. You may determine the most suitable type of marketing profession by learning about different marketing positions and their distinct responsibilities. This article presents the full scope of MBA in marketing with the various specialisations that you can pursue in this dynamic field.

Scope of MBA in marketing – what are your options?

Here are the different paths you can transform your career after MBA in Marketing:

Market Research

Market research is the technique of acquiring information about your target audience’s requirements and preferences. When you understand how your target customer feels and behaves, you can take actions to satisfy their needs and reduce the danger of an experience gap—the difference between what a consumer anticipates and what you really deliver. Market research can also keep you informed about what your competitors are giving, influencing your customers’ expectations from you. Market research affects every area of a company, including its brand, product, customer service, marketing, and sales.

Core competencies:

  • interpersonal skills, with strong written and oral communication skills
  • good analytical and numerical skills
  • accuracy and attention to detail
  • excellent organisational skills
  • business awareness
  • creativity and problem-solving skills
  • teamwork and negotiation skills
  • flexibility and drive
  • IT literacy
  • an interest in psychology and behaviour

Search Engine Marketing (SEM)

SEM refers to both search engine optimisation (SEO) and paid search advertising operations. This sort of marketing entails displaying adverts to users using search engines such as Google or Bing. Search engine marketers bid on prominent search words relevant to the businesses they represent. They often employ techniques such as paid search and organic growth strategies to ensure that clients can quickly find and notice a company’s online pages. Many search engine professionals collaborate closely with other marketing staff to analyse a company’s website for methods to improve SEO results by adding keywords, well-written content and graphics to certain web pages.

Core competencies:

  • critical thinking
  • speaking and writing ability
  • technical and programming skills
  • social skills and a sense of humour
  • analytics and data
  • drive, motivation and adaptability

Direct Marketing

Direct marketing entails distributing promotional marketing materials to consumers directly and has long been an efficient technique for firms to promote sales and general awareness. Many direct marketers adopt personalisation of marketing materials. However, when firms adopt multi-channel marketing methods, the border between direct marketing and database marketing becomes increasingly blurred. In a direct marketing position, you will promote products, services, and brands to improve sales while formulating new ways to reach your target consumers on a regular basis, such as in-store displays, special events, direct mailings, and advertising.

Core competencies:

  • speaking and writing skills
  • creativity and problem solving
  • organisational skills and attention to detail
  • teamwork
  • drive, motivation and enthusiasm
  • sense of urgency and ability to work under pressure

Database Marketing

If contacting consumers on a personal level is a barrier for direct marketing, database marketing may provide a partial solution. It is now easier than ever for a marketer to develop targeted, automated communications for consumers, owing to the internet and substantial consumer data acquired from it. Database marketers may send targeted communications to consumers at each stage of the buying process by gathering information about their preferences. These messaging can effectively ‘follow’ their viewers as they go about their daily internet activities.

Core competencies:

  • advanced excel and SQL query skills preferable
  • understanding of relational database systems
  • ability to work flexibly with colleagues across ICT, communications and operations
  • departments
  • ability to initiate and manage change while motivating others
  • problem solving
  • adaptability
  • good communication skills involving layperson explanation of technical issues

Social Media Marketing

Social media marketing increases traffic to a company’s website while also increasing brand awareness and client loyalty. Marketers accomplish this through a multitude of tactics on social media platforms ranging from Facebook to Snapchat and everything in between. Social media allows companies and enterprises to communicate with the public in a more personalised manner. These interactions can have a significant impact on how a company is seen, so social media marketers must be mindful of how their messaging may be understood.

Core competencies:

  • excellent communication
  • writing ability
  • content curation
  • project management
  • flexibility

Influencer Marketing

Influencer marketing, like social media marketing, relies on user presence engaged in various social media platforms, but instead of establishing a company account, marketers collaborate with influencers to spread the word about their brand. This method has the potential to be extremely effective because it relies on social proof and taps into the trust that followers already have in the individuals they follow. Influencer marketing is a popular tactic on Instagram and YouTube. There are other factors to consider, including selecting the ideal influencers for your company’s brand, establishing brand messaging, collaborating with the influencer and analysing value.

Core competencies:

  • written communication
  • time management
  • tech savvy and creativity
  • organisation, analytics and strategy
  • flexibility
  • community building

Guerrilla Marketing

Guerrilla marketing is a marketing approach wherein a corporation promotes a product or service through surprise and/or unexpected interactions. It differs from traditional marketing in that it frequently relies on human interaction, has a smaller budget, and focuses on tiny groups of promoters responsible for spreading the word in a specific place rather than through large media campaigns. With the emergence of ubiquitous mobile and linked technology that may magnify messaging and focus on target groups of consumers, this marketing strategy has grown in popularity.

Core competencies:

  • creativity, agility and nimbleness
  • superb listening skills
  • relationship building
  • unconventional problem solving
  • innovative thinking

Product Marketing

Product marketing is the focal area dedicated to bringing a new product or service to market in a strategic manner. This discipline establishes strategies and directs several of the marketing specialisations. Is the product regarded high-end? A good deal? What characteristics distinguish it? Is it necessary to educate people on what the product is and what it does? Product marketing professionals are in charge of answering those questions and charting a course of action for individual marketing channels.

Core competencies:

  • customer focus and product orientation
  • data analysis
  • storytelling and writing skills
  • working cross-functionally
  • advocacy
  • communication

Content Marketing

The goal of content marketing is to create content, that is, any consumable piece of information that serves a function other than simply promoting a product. Consider it advertising by providing something really beneficial to the consumer. Content marketing can boost a brand’s reputation by associating it with something really useful or amusing. Content could involve visual marketing that uses videos, graphics and images to tell a brand’s story and convey its message.

Core competencies:

  • content creation and editing; script writing (preferable)
  • deep understanding of sales funnels
  • planning and research
  • SEO skills
  • content promotion skills
  • data analysis

Brand Management Marketing

Most brand managers define a brand’s voice and image and ensure that it is accurately, professionally and positively reflected on all promotional materials. They often do research on the organisation’s target population to better understand how to tailor marketing efforts to customers’ needs, preferences and interests. Many brand managers keep an eye on industry trends to figure out how to effectively differentiate the firm and its products or services from competitors.

Core competencies:

  • analytical abilities and attention to detail
  • grasp of trends and ability to respond to consumer requests
  • creativity and the capacity to generate creative and unique ideas
  • teamwork
  • budget management and allocation skills
  • written and verbal communication skills

Leading Schools for Specialised Masters: Marketing (QS Business Master’s Rankings)

  1. HEC Paris: MSc in Marketing
  2. ESSEC Business School: MSc in Marketing Management and Digital
  3. Imperial College Business School: MSc Strategic Marketing
  4. ESCP Business School: MSc in Marketing and Creativity
  5. Columbia University: MS in Marketing Science
  6. Esade Business School: MSc in Marketing Management
  7. Emlyon Business School: Masters in Transformation Digitale, Marketing and Strategy
  8. SKEMA Business School: MSc International Marketing and Business Development
  9. EDHEC Business School: Masters in Marketing Management
  10. WU Vienna University: Masters in Marketing

Leading School for MBA with Marketing Specialisation (QS Business Master’s Rankings)

  1. Stanford Graduate School of Business
  2. USC (Marshall)
  3. HEC Paris
  4. Michigan (Ross)
  5. Washington (Foster)
  6. Indiana (Kelley)
  7. Northwestern (Kellogg)
  8. Esade Business School
  9. UCLA (Anderson)
  10. ISB Hyderabad

IMS Study Abroad Process

Pursuing a career after MBA in Marketing, requires the direction and expertise only provided by dedicated mentors and consultants. At IMS, our consultants mentor you through each stage. During the Test Preparation Stage for GMAT or GRE, we assist in goal setting and provide classroom preparation, practice tests, doubt resolution, and books and online resources for your reference. In the Application Stage, we assist you with school short listing, application strategy, résumé review and editing, essay editing, LOR planning and editing, application form check and interview preparation. Finally, in the Admission Stage, we facilitate your scholarship applications, connect your with loan providers, provide guidance on financial documents and visa application, coach you for your visa interview and departure planning.

To know more about marketing programs that fit your goals, connect with your IMS consultant. For a profile review, upload your information here and visit to register and enrol for GMAT or GRE.

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