Switching from Marketing to Consulting

It's completely understandable why you're questioning your current path—the consulting recruiting machine makes everyone second-guess their academic choices. You absolutely do not need to quit your Masters program; doing so would introduce unnecessary risk and delay, especially considering the quality of your current institution.

Here's the reality: Consulting firms look at the entire profile, not just one keyword on your degree title. You are coming from WU Vienna—that is a core, high-quality target institution. Your 2.5 years of relevant, hands-on working experience in tech and data (which you are smartly supplementing with the Google Cert) is actually a significant advantage over candidates who have done nothing but pure academics. A candidate with a practical understanding of how a business operates, which you clearly have from your marketing roles, is often far more valuable than someone with a pure strategy degree but no operational context. The switch is absolutely realistic with your current credentials.

Regarding prestige, while it is critical, quitting your degree to attend a different, slightly more "strategy-focused" private university in Europe is usually a lateral move that doesn't justify the effort and cost, unless that alternative is a top-3 global brand (LBS, HEC, INSEAD, etc.). Instead of pivoting degrees, focus on maximizing the assets you already have.

Use your remaining time to strategically choose your semester abroad—target a top-tier exchange university known for its robust business or finance curriculum, and use the opportunity to take electives that align more closely with corporate finance or operations, rather than pure marketing. More importantly, dedicate significant time now to networking relentlessly with WU Vienna alumni at MBB and Tier 2 firms. That direct connection and internal referral will always matter more than the specific title of your Masters degree.

All the best!

Yes, switching is realistic. Marketing isn't a blocker. Consulting firms hire from all kinds of backgrounds. What matters is how you position yourself.

Your market research internship is relevant. That's closer to consulting than social media work. Highlight the analytical stuff. Any time you solved problems, worked with data, or helped a business make decisions, that counts. The Google Data Analytics certificate is a smart add too. It shows initiative.

On finishing vs switching, I'd say finish what you started. WU Vienna is a good school. A marketing masters doesn't lock you into marketing forever. What matters is your story and the skills you build.

Quitting to do another masters is expensive and takes time. Unless you get into a top program like LBS, INSEAD, or HEC, it's probably not worth it. A semester abroad in the US or Shanghai is a better move. It adds international experience and shows you can adapt.

On prestige, it matters but it's not everything. MBB recruit heavily from target schools, but people break in from other places too through networking and strong interviews. For Big 4 or boutique firms, your current path works fine.

My advice is finish your masters, do a semester abroad, keep building analytical skills, and start networking now. You don't need a perfect profile. You need a clear story and solid interview prep.

Hi!

Thanks for sharing your background in such detail. 

Sharing my thoughts on your questions:

1. Yes, it is definitely possible to make a switch into consulting, whether MBB, T2, or other boutique/ specialized consulting firms. I have met colleagues from a marketing background. Before deciding to quit or pick up another Master's program, why not start applying to consulting firms? Two no-regret steps I would suggest you do as soon as possible are: 

   (1) Network with consultants from the consulting firms you want to join, starting with your connections first, or else you can reach out on LinkedIn. Learn about the job, their experience, their journey, and explicitly ask for a referral if they're comfortable giving one - this will help you get one foot in the door for interviews

   (2) Start your case/ interview preparations. Prepare early and don't wait until you have an interview scheduled before you start preparation - you want to be ready when that happens. Don't neglect your fit/ personal experience stories as well. 

2.  I won't suggest quitting (refer to #1) but if you do, the name and prestige do play a part in most of the top firms - you can easily find out more by googling target schools for the firms you're interested in, however, I believe the only program they're interested in are the MBA programs (I may be wrong on this, but you can clarify this via your networking sessions)

It's an exciting journey ahead, if you need help with case prep, feel free to reach out. All the best!

Hi there,

Yes, it is absolutely realistic to switch from marketing to consulting with your current master’s and experience. Consulting firms care more about problem solving, structured thinking, communication, and business judgment than about having a pure “strategy” degree. Your background in international business, market research, tech marketing, and data analytics already maps well to consulting skills if framed around impact and decision making rather than execution.

Quitting your master’s is usually not necessary. While university prestige matters to some extent, WU Vienna is already a strong and well-recognized school in Europe. Switching programs only makes sense if it clearly improves your network or positioning, not as a reset. An exchange semester in the US or Shanghai is a strong signal and often more valuable than changing degrees entirely.

Building data skills alongside your studies is a good move. You don’t need to be a data expert, but showing comfort with analytics and the ability to translate insights into business implications is a plus.

Your next steps should focus on shaping a clear consulting narrative, starting light case prep, networking with consultants, and applying broadly rather than only targeting MBB. Your profile does not block you from consulting and gives you more optionality than you may think.

Best,
Evelina

I've seen similar situations before. 

It seems a bit like you're dancing around what you actually want to do instead of just doing it. 

You're at the very very early stage of your career. Consulting firms don't expect you to have a strong consulting background. Nobody is labelling you as a 'marketing' guy at this point. 

So my recommendation is to just apply for consulting roles. Get help, build a stellar application that makes the most of your current strengths (the CV should be professionally reviewed) and apply broadly. Then aim to land an internship. If you do that, you're golden. You have your foot in the door. 

That then gives you a very strong chance at a full time role in the next cycle. 

Then you can optimise further and move between the firms if there's an 'ideal' one that you want to land at. 

But what you shouldn't do is create unnecessary stops between what you want and where you are. 

Best,
Cristain

hey there :)

Sure it is realisitic!  The key is to frame your experience in terms of problem solving, data analysis and business impact, and your Google Data Analytics certificate is a great way to show that. The name of your master’s helps a bit, but what matters more is the content, the projects you do, and access to consulting recruiting. Doing your second semester abroad and building relevant experience can already give you a strong shot without quitting your current master’s.

best,
Alessa :)

Hi there,

It's not too late. Many candidates have switched from even non-business majors to consulting. It's important to demonstrate high achievement, leadership, problem solving, and interest in consulting. As for quitting your masters - I don't see the reason why you should.