Businesses of all kinds need to market their products and services in order to grow, and a degree in marketing may be able to unlock doors to a range of exciting career paths. However, with today's businesses operating across a variety of digital and traditional advertising channels, marketing jobs may look increasingly more diverse and complex. So exactly what can you do with a marketing degree?
What Does a Marketing Program Cover?
In a marketing program you can learn about all the stages of the marketing and advertising process, from early-stage research and analysis to deploying multi-stage ad campaigns. Students pursuing a marketing degree may take courses on topics including:1
- How to conduct market research and analyze demand for products and services.
- Planning and executing promotional campaigns.
- Creative branding and brand management
- Market segmentation and sales forecasting
- Pricing and distribution
Jobs with a Marketing Degree
Consider that marketing professionals are needed in almost every industry, so careers with a marketing degree can be quite diverse. These are just a few common jobs you can pursue:
Advertising agencies and media companies employ account executives to work directly with clients on media, advertising, and promotion campaigns. This is a common entry-level or mid-level position that allows you to work with a variety of different companies while growing your network and learning more about the marketing and advertising process. Responsibilities include communicating with clients, providing customer service, and monitoring milestones on projects prior to client delivery.
Public Relations Specialist
Companies rely on public relations specialists to help manage their image and gauge public perception of their brand. From advising on communications and messaging issues to writing and putting out press releases and other media alerts, PR specialists work to monitor public opinion and shape brand awareness. This may be a good career path for someone who is social, doesn't mind working long hours, and enjoys attending publicity functions.
Sales managers oversee a sales team by assigning sales territories and setting quotas, training sales representatives, and establishing sales plans and techniques. They often work with marketing managers to help determine sales potential and improve profitability. This position requires some accounting knowledge, an interest in sales strategies, and the ability to manage a team.
A career as a marketing manager combines both creativity and critical business skills. Their primary duty is to determine current trends for products and services and determine the best market for them. They work with the sales, finance, and advertising departments to identify consumer needs, develop products or services, and oversee ad campaigns.
Promotions and Advertising Manager
Dream of working on a big advertising project for a top company or advertising agency? Advertising and promotions managers work with art directors, sales teams, and clients to create advertising campaigns and spark interest for new products and services. If you're a great writer, creative, and good with people and quick deadlines, this might be a great path for you.
Projected growth: 9% increase across all advertising, promotions, and marketing management positions from 2014-2024
Median pay: $124,850 per year4
Marketing Research Analyst
Marketing research analysts are responsible for analyzing potential products and services and considering their likelihood of success according to current consumer trends. They may also provide input in the design of new products based on market testing and research. This position requires a strong math and statistics background, as well as excellent critical thinking and analytical skills.
Top Industries for a Marketing Degree
Every industry needs marketing professionals, whether in a business-to-business capacity or advertising directly to consumers. This makes a marketing degree especially versatile—some of the top industries seeking a bachelor's in marketing include:6
- Advertising, public relations, and related services
- Professional, scientific, and technical services
- Insurance carriers
- Software publishersManagement and consulting services
Colleges, universities, and professional schools
Top Skills for a Marketing Degree
Employers looking to fill positions in their marketing and advertising departments need candidates with a well-balanced set of skills. Some of the top skills required in recent marketing job postings include:6
- Product management and development
- Social media management
- Market research and strategy management
- Marketing communications
- Event planning
- Digital marketing and e-commerce
Ready to learn more? Explore AIU's Bachelor of Business with a marketing specialization.
1. American InterContinental University, "BBA in Marketing Degree," on the Internet at http://www.aiuniv.edu/degrees/business/bachelors-business-administration-marketing-bba (visited May 3, 2016).
2. Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2016-17 Edition, "Public Relations Specialists," on the Internet at http://www.bls.gov/ooh/media-and-communication/public-relations-specialists.htm (visited May 03, 2016).
3. Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2016-17 Edition, "Sales Managers," on the Internet at http://www.bls.gov/ooh/management/sales-managers.htm (visited May 03, 2016).
4. Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2016-17 Edition, "Advertising, Promotions, and Marketing Managers," on the Internet at http://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm (visited May 03, 2016).
5. Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2016-17 Edition, "Market Research Analysts," on the Internet at http://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm (visited May 03, 2016).
6. Labor/Insight (Burning Glass Technologies), 1/1/15-12/31/15