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A degree in marketing prepares individuals with the skills necessary to identify trends, understand human behavior, and to move products from producers to consumers by creating demand. An education in marketing requires individuals to understand human behavior and to influence their desires. Programs in marketing begin at the associate level and end at the doctoral. The average degree obtained is a master's degree, which usually allows for entry level positions. Bachelor's degrees in marketing are usually shunned in favor of business administration degrees with a focus on marketing.
Students enrolled in a marketing program will be exposed to basic business principles and psychology. A majority of the program will focus on market analyses and the various tools and techniques one must use in order to identify trends and gauge interest. Students will learn to analyze data to determine wants and viability, and to prepare reports in order to present their research and to write proposals in order to utilize identified trends. Students will also learn how to propose sales campaigns, create brand identification, introduce new products into a market and to reinvent the image of an existing product. Additionally, students will utilize case studies, both fictional and real, in order to have practical experience within an educational environment.
A marketing degree curriculum may include:
- Strategic Management
- Consumer Behavior
- Advertising and Promotion
- E-Marketing Fundamentals
- Financial Accounting
- Marketing Research
A degree in marketing allows individuals to enter the workforce with an understanding of business, economics, finance and human behavior. An individual who has studied marketing is a valuable asset in regards to understanding how to appeal to a particular demographic, and how to shape a product's image in order to sell it. As technology grows online marketing gains more and more ground, individuals who understand the internet and selling in the virtual space are going to be highly sought after. The need for new and modern thinking in marketing has resulted in the opening of new methods for campaigning and research is expected to increase exponentially as the average individual spends more time online.
Marketing specialists may find employment in a number of areas. Due to the cross-section of fields employed in marketing, and individual may pursue branches in business alongside more traditional marketing roles. The primary areas of focus, though, are still research and sales, with the marketing specialist identifying what products are in demand, what products may be developed to meet demand, and how to introduce a product to the market with demand in place. As a result, marketing majors may find work within a given business, advertising agency, public agencies and nonprofit organizations. Public agencies and nonprofit organizations utilize market research and advertising to further their goals and target groups of interest.
Careers one can obtain with a marketing degree include:
- Product Manager
- Brand Manager
- Advertising Manager
- Market Researcher
- Public Relations
As the job opportunities for marketing majors are varied, there is no average salary available, though jobs across the board are expected to grow at a steady pace, with some exceeding the average growth of jobs in the United States. This is due to the varied methods employed by marketing specialists to deliver advertising, and the increased number of tools utilized to collect market research.