Earn a master's in marketing online while continuing your career

Our Part 1 application takes five minutes.

After you complete the Kelley application, you’ll receive an email with instructions on how to apply through the Graduate CAS Application. During this stage, you will upload the following materials to complete your application:

• Resume
  Provide a copy of your resume, summarizing your professional experiences and accomplishments.

• Personal statement
  Tell us what you want to achieve in this program in 500 words or less.

• Letter of recommendation
  Ask someone familiar with your professional career to write a letter of recommendation for you. Provide the contact information of your recommender within the application. An email prompt will be sent to their email address, allowing them to fill out a form and upload the letter. If you need alternative arrangements, please contact ksbgrad@iu.edu.

• Undergraduate transcripts
  Provide copies of your transcripts from the undergraduate institutions you attended. Your transcripts can be uploaded into the Part 2 Application.

Introduction to the comprehensive scope of marketing management, including identifying customer needs through rigorous data analysis, ensuring product availability, promoting awareness, and setting suitable prices based on market research. The marketing mix—product, place, promotion, and price—flows from detailed, data-driven analysis of the company, customers, competitors, collaborators, and business context.

Marketing begins and ends with the consumer, making an understanding of consumer behavior essential for creating and implementing successful marketing strategies. This course explores how psychological principles shape consumer behavior and how behavioral data intelligence—the process of collecting, analyzing, and interpretating behavioral data—can be used to improve marketing decision-making.

This course is an analytical class infused with a heavy dose of marketing strategy. The material will enable students to utilize frameworks or models that show how various factors inside and outside the firm affect performance, including analysis of market size, market share analysis and management, and marketing productivity analysis. The frameworks and models will be practical and transferable to many career situations.

Marketing research provides a window into the marketplace. This course will provide students with the knowledge and skills to effectively use marketing research to support managerial decision-making. Students will define a research problem and determine an appropriate marketing research plan. They will apply contemporary marketing research techniques and analysis tools to measure customers and their behavior, understanding the assumptions underlying these methods and their limitations when applied in various contexts. Students will integrate research information with good judgment to develop action plans for marketing management and present research findings, implications, and recommendations.

Designed to help students better understand how firms can leverage unstructured consumer data, this course applies consumer insights to understand the needs of customers and make better business decisions. Upon completion of this course, students will be able to collect and analyze unstructured consumer data, use these data to make well-informed business recommendations, and communicate these recommendations in a way that maximizes the chances of obtaining buy-in and support from a firm’s senior management.

Explore current principles and practices of digital and omni-channel marketing strategies and gain a comprehensive understanding of how digital technologies and multiple marketing channels integrate to create seamless customer experiences. Students will utilize online tools to analyze and make recommendations to enhance digital marketing strategies, covering digital marketing tactics, data-driven decision-making, customer journey mapping, and cross-channel optimization strategies.

This course delivers a comprehensive framework for making strategic pricing decisions that maximize profit and market success. Students will gain foundational concepts; cover cost-based, competition-based, and value-based pricing; and employ advanced strategies in psychological pricing and data-driven pricing methods.

Gain hands-on training in data visualization principles, storytelling techniques, and best practices using industry-standard tools like Tableau. Students will learn how to transform complex data into compelling visual narratives to support strategic business decisions.

This course focuses on marketing strategy as it relates to customer journeys and relationship management, where the philosophy is to view customers as assets of the firm and the goal is to use customer information to build customer loyalty and relationships.

This course aims to offer a broad overview of both classic, seminal, and contemporary approaches to brand analytics by examining metrics and dashboards focused on the most prevalent and useful metrics.