Marketing Major

Career Paths

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About This Major

Marketing is the process that begins with creating a product or service and ends with putting it into consumers' hands. In studying this process, a marketing major learns how to identify market segments, estimate demand and set prices. This field includes market research, advertising, public relations and sales. Students who earn associate, bachelor's, master's and doctorate degrees in marketing can pursue a variety of careers.

Sample of Major Courses You Can Expect to Take

Associate Degree Courses

  • Principles of Marketing
  • Salesmanship
  • International Marketing
  • Introduction to Retail

Bachelor's Degree Courses

  • Introduction to Marketing
  • Consumer Behavior
  • Sales Management
  • Retail Management
  • Public Relations
  • Marketing Research
  • Advertising
  • E-Marketing
  • Business-to-Business Marketing
  • Quantitative Methods

Master's Degree Courses

  • Marketing Analysis and Management
  • Product Innovation and Planning
  • Consumer Behavior
  • Marketing Research
  • Global Marketing
  • Internet Marketing
  • Advanced Quantitative Analysis

Doctoral Degree Courses

  • Multinational Marketing
  • Transportation and Distribution Theory
  • Conceptual Foundations of Product Planning
  • Empirical Models in Marketing
  • Marketing Research
  • Buyer Behavior

Career Options With Your Degree

  • Master's Degree (including an MBA with a concentration in marketing): Brand Manager, Advertising Account Executive, Chief Marketing Officer, Marketing Manager, Sales Manager, Public Relations Manager
  • Doctoral Degree: Professor, Researcher

Typical Work Settings

Many people who graduate with degrees in marketing work in the marketing, advertising and publicity and sales departments of companies, professional associations and religious and non-profit organizations.

They develop strategies to sell products and services to consumers. This includes estimating demand, identifying market segments and developing advertising, publicity and sales strategies. A large number work for marketing, advertising or public relations firms that provide these services to other companies and organizations.

How High School Students Can Prepare for This Major

High school students who are thinking about studying marketing should take classes in business, statistics, writing, public speaking and math. These courses will provide basic knowledge that will help prepare students for their college coursework.

What Else You Need to Know

  • This major may also be called marketing management.
  • Related majors include advertising, marketing research, public relations and sales management.
  • Studying marketing at a four-year college or university will lead to a Bachelor's of Science (BS), Bachelor of Science in Business Administration or Bachelor of Business Administration (BBA) Degree.
  • There are two different types of associate degree programs in marketing. Students can earn an AAS (Associate in Applied Science) or an AS (Associate in Science). These degrees prepare graduates for marketing trainee jobs and for transfer into a bachelor-level program in marketing.
  • Master's degree programs, which take about two years to complete, are available for students who have an undergraduate degree in marketing or another business subject and for those who have no prior background in this area.
  • Individuals who want to earn a master's degree can opt for a Master's in Business Administration (MBA) with a concentration in marketing or a Master's of Science Degree (MS) in Marketing.
  • Internships make graduates more desirable job candidates.

Professional Organizations and Other Resources