Marketing & Advertising: Career Paths

A marketing degree can be a stepping stone to a rewarding and dynamic career, especially if you have a passion for creativity, communication, and problem-solving. Marketing degrees provide a solid foundation in the principles of marketing, consumer behavior, market research, branding, and advertising. 

Whether you’re interested in traditional marketing, digital marketing, or a combination of both, a marketing degree makes you desirable to employers for a wide range of roles across established or emerging industries. Every type of business needs marketing professionals, so a marketing degree allows you to combine any interests you have with your career.

This article will help you understand the different jobs you can apply for with a marketing degree. You’ll also learn about the different types of marketing certifications to level up your portfolio, and tools and resources to speed up your learning process as a student.

Marketing and advertising are two closely related concepts that are essential components of business promotion and communication strategies. While they share similarities, they have distinct roles and purposes.

The goal of marketing is to generate awareness, interest, desire, and action towards a product, service, or brand. It encompasses market research, product development, pricing, distribution, branding, and customer relationship management.

Advertising, on the other hand, is a specific subset of marketing. It’s primarily focused on creating awareness, generating interest, and stimulating demand for a product or service. Advertising can take the form of television and radio commercials, print advertisements, online ads, social media campaigns, outdoor billboards, and more.

By pursuing a marketing degree and gaining practical experience, you can acquire the skills necessary to excel in your chosen area of expertise. Here are some lucrative options for you:

Market Research & Strategy (Consumer Behavior)

You analyze market trends, consumer preferences, and competitors to develop effective marketing strategies. By conducting research and collecting data, you identify target audiences and create campaigns that resonate with them, ultimately driving business growth.

Social Media Marketing

As a social media marketer, your role involves promoting products or services, engaging with the audience, and building brand awareness. By creating and managing content, running advertising campaigns, and monitoring metrics, you optimize social media presence and achieve marketing goals.

SEO & Content Marketing

Content marketers optimize website content and structure to improve its visibility in search engine results. By researching and implementing relevant keywords, creating high-quality content, and acquiring backlinks, you drive organic traffic, enhance brand visibility, and attract potential customers.

Brand Management

As a brand manager, you establish brand guidelines, ensure consistency across all marketing materials, and monitor customer feedback. Through strategic planning and brand positioning, you will play an important role in building brand loyalty and help increase your product’s market share.

Communication

You develop effective communication strategies to convey messages to target audiences. Through various channels such as advertising, public relations, and content creation, you build relationships with customers, stakeholders, and the media, fostering brand recognition and trust.

In a study conducted by New America, among a majority of Americans (almost 55%) say the quality of online education is the same as or better than in-person education. 

Online degree programs use various multimedia tools and resources to deliver course content, including video lectures, interactive modules, online discussions, and virtual simulations—catering to different learning styles and providing a rich, engaging learning experience to all.

Advertising

Advertisers create compelling and persuasive advertisements across different mediums, including print, digital, and broadcast. By understanding consumer needs and desires, you design campaigns that grab attention, generate interest, and drive consumer action, ultimately boosting sales and brand awareness.

Email Marketing

As an email marketer, you use email campaigns to reach out to potential and existing customers. By crafting personalized messages, delivering relevant content, and optimizing email performance through analytics, you nurture leads, increase customer engagement, and drive conversions.

Direct Marketing

Communicate with potential customers through various channels, such as direct mail, telemarketing, or door-to-door sales. By tailoring messages and offers to specific customer segments, you generate leads, build customer relationships, and drive sales.

Affiliate Marketing

Collaborate with affiliates or influencers to promote products or services. By providing them with unique referral links or codes, you incentivize them to drive traffic and sales. Also, you’ll track performance, manage partnerships, and ensure a mutually beneficial relationship.

Influencer Marketing

You partner with influencers who have a large following and influence in your target market. By leveraging their credibility and reach, you create authentic and engaging content that promotes your brand, increasing brand exposure, and driving customer trust and loyalty.

Product Marketing Management

Oversee the marketing strategies and activities related to a specific product or product line. From market research to product launch, you define target markets, develop positioning, create marketing collateral, and collaborate with cross-functional teams to ensure successful product adoption and sales.

A marketing degree opens doors to immense opportunities across writing, design, strategy, communication, advertising and other spheres of dynamic and creative jobs. Let’s look into some common admission requirements:

Common Admission Requirements for all degree levels:

• Application Form: You may need to complete and submit college or university-specific application forms. This can usually be done online through the institution’s website or through the Common App.
• Transcripts: Official high school transcripts or records should be submitted to demonstrate successful completion of high school education. These transcripts provide information about the courses taken, grades received, and the date of graduation.
• Minimum GPA: Many institutions have a minimum grade point average (GPA) requirement for admission. This requirement varies among institutions, but a GPA of 2.0 or higher on a 4.0 scale is commonly expected. Some institutions may consider applicants with a lower GPA on a probationary basis.
• Standardized Tests: Some institutions may require applicants to take standardized tests such as the SAT (Scholastic Assessment Test) or ACT (American College Test). The specific test requirements vary by institution, so it’s important to check the admission guidelines of the particular institution.

NOTE: Most online marketing degree programs don’t require you to submit SAT/ACT scores and many accept applications with low GPA scores—as part of their holistic admission process. Admission committees look for academic records, personal achievements, extracurricular involvement, and other relevant factors to check if you’re fit for the program.

• Personal Statement or Essay: Some institutions may request a personal statement or essay in which applicants can express their interest in marketing, their career goals, and why they want to pursue a marketing degree.

Different Marketing Degrees and Their Career Options:

Marketing is a dynamic field that offers a wide range of career opportunities. If you’re considering a degree in marketing, it’s helpful to understand the different types of marketing degrees and the career options they can lead to. 

Below are some common marketing degrees and the potential career paths associated with them:

Associate Degrees in Marketing

Associate degree programs are where you’ll learn the basics of marketing. You’ll study things like how to understand what customers want, how to create advertisements and promotions to attract them, and how to use digital tools like social media and websites to reach people online. 

You’ll get to work on real projects and might even have a chance to do an internship to get practical experience. With this degree, you’ll be ready for entry-level jobs in marketing or you can continue studying in this field if you want to learn more.

Admission requirements: Applicants with a high school diploma or an equivalent qualification such as a General Education Development (GED) certificate. Proof of completion of high school education may be required through official transcripts.

Duration: Any associate degree in marketing typically takes around two years of full-time study to complete.

Degrees offered:

• Associate of Arts (AA) in Marketing
• Associate of Science (AS) in Marketing
• Associate of Applied Science (AAS) in Marketing

Roles you can target with an associate degree in marketing:

Role	What They Do	Average Salary Range (Annually)
Marketing Assistant	Assist marketing teams with tasks such as market research, campaign coordination, and data analysis.	$40,200 to $52,640
Advertising Coordinator	Support the development and implementation of advertising campaigns, coordinate with creative teams, and monitor campaign performance.	$66,277 to $76,990
Social Media Specialist	Manage social media platforms, create content, engage with the audience, and measure social media campaign effectiveness.	$49,141 to $62,532
Sales Representative	Promote products or services, build client relationships, conduct sales presentations, and meet sales targets.	$51,506 to $70,169
Digital Marketing Assistant	Support digital marketing efforts, including website management, email marketing, SEO, and social media marketing.	$37,909 to $49,846
Public Relations Assistant	Assist with public relations activities such as drafting press releases, managing media relations, and organizing events.	$38,998 to $51,131

Bachelor’s Degrees in Marketing

A bachelor’s degree in marketing offers a more comprehensive and in-depth curriculum. It covers a broader range of marketing topics, providing a deeper understanding of marketing principles, strategies, and specialized areas such as consumer behavior, market research, digital marketing, and advertising. 

An associate degree, on the other hand, provides a foundational overview of marketing concepts without delving as deeply into specific areas.

A bachelor’s degree in marketing is often a prerequisite for pursuing higher-level degrees such as a master’s in marketing or an MBA with a marketing concentration. These advanced degrees can lead to more senior positions in marketing or management roles.

Admission requirements: 

• You will typically need to have a high school diploma or an equivalent qualification, such as a General Education Development (GED) certificate.
• Some institutions may request letters of recommendation from teachers, counselors, or other individuals who can speak to your academic abilities and character.

Duration: A bachelor’s degree in marketing typically requires four years of full-time study, while an associate degree can be completed in two years.

Degrees offered:

• Bachelor of Arts (BA) in Marketing
• Bachelor of Science (BS) in Marketing
• Bachelor’s of Business Administration (BBA)

Is it possible to pursue an associate or bachelor’s degree in marketing in less time?

Yes, it is possible to complete an associate or bachelor’s degree in less time than the standard duration, depending on various factors. Here are a few scenarios:

• Accelerated Programs: Some colleges or universities offer accelerated degree programs that condense the coursework into a shorter time frame. These programs may involve taking more courses per semester, attending classes during summer sessions, or offering accelerated online courses.
• Transfer Credits: If you have previously earned college credits or completed courses at another institution, you may be able to transfer those credits toward your associate or bachelor’s degree. 

Prior Learning Assessment: Some institutions offer prior learning assessment programs that evaluate your knowledge and skills gained through work experience, military service, or other non-academic settings. If you can demonstrate proficiency in certain subject areas, you may be able to earn credits and shorten the time required to complete your degree.

Roles you can target with an bachelor’s degree in marketing:

Role	What They Do	Average Salary Range (Annually)
Brand Strategist	Develop brand positioning and messaging	$59,022 to $74,092
Public Relations Specialist	Manage public image and handle media relations	$52,990 to $69,477
Junior Market Research Analyst	Collect and analyze data to feed insights into marketing campaigns	$43,679 to $54,709
E-commerce Manager	Manage online sales platforms and operations	$74,748 to $94,551
Marketing Communication Specialist	Create and implement communication plans, develop content for marketing collateral	$55,162 to $71,129
Event Marketing Manager	Plan and coordinate marketing events	$116,047 to $143,302

Master’s Degrees in Marketing

A master’s degree in marketing builds upon the foundational knowledge you learnt in your bachelor’s degree. It allows you to specialize in specific areas of marketing that interest you the most, like digital marketing, market research, or brand management. 

Admission requirements: 

• A bachelor’s degree is a prerequisite for pursuing a master’s degree in marketing. Most universities and institutions require you to have completed a bachelor’s degree in a relevant field, such as marketing, business administration, or a related discipline.
• Current resume or curriculum vitae (CV) that outlines your educational background, work experience, internships, relevant projects, and any other professional or extracurricular activities.
• Letters of recommendation from professors, employers, or professionals who can attest to your academic abilities, work ethic, and potential for success in a master’s program.

Duration: 

• Full-Time Programs: If you enroll in a full-time master’s program in marketing, the duration is commonly around 1-2 years. In some cases, the program may be structured to be completed in one academic year, consisting of two or three semesters. Other programs might span over two academic years, with breaks during summer or other designated periods.
• Part-Time Programs: Part-time master’s programs are designed to accommodate working professionals or individuals with other commitments. The duration of part-time programs can vary significantly, ranging from 2-4 years or more. Part-time programs often offer evening or weekend classes to allow you to balance your studies with their other responsibilities.
• Accelerated or Intensive Programs: Some universities may offer accelerated or intensive master’s programs in marketing that are completed in a shorter time frame, such as 9-12 months. These programs typically require a more intensive course load and may have fewer breaks between semesters.

Degrees offered:

• Master of Arts (MA) in Marketing
• Master of Science (MS) in Marketing
• Master’s of Business Administration (MBA)

Roles to target with a master’s degree in marketing:

Roles	What They Do	Average Salary Range (Annually)
Digital Marketer	Plan and execute digital marketing campaigns across various channels, such as social media, email, SEO, and PPC	$104,042 to $137,667
Marketing Consultant	Provide expert advice and guidance to organizations on marketing strategies, market research, and campaign planning	Varies based on experience
Product Marketing Manager	Develop marketing strategies for specific products or services, conduct market research, coordinate product launches	$122,503 to $155,623
Content Manager	Develop and manage content marketing strategies, oversee content creation, ensure brand consistency across platforms	$106,126 to $132,103
Marketing Manager	Develop and implement overall marketing strategies, manage marketing campaigns, analyze data, oversee teams	$101,255 to $132,474

Doctorate Degree in Marketing

A doctorate degree in marketing, commonly known as a Ph.D. in Marketing, is the highest level of academic achievement in the field. It is a research-focused program that prepares you for careers in academia, research institutions, or advanced positions in industry. 

Doctoral programs in marketing often provide opportunities for you to gain teaching experience. You may serve as teaching assistants or instructors, allowing you to contribute to undergraduate or graduate curriculum in marketing.

Admission requirements: 

• A master’s degree in marketing or a related field is required for admission to a doctorate program.
• You may be asked to submit a statement of purpose or research proposal outlining your research interests, career goals, and reasons for pursuing a doctorate degree in marketing.
• A comprehensive CV or resume that includes your educational background, research experience, publications (if any), conference presentations, teaching experience, and any relevant professional experience.
• Some programs may request a letter of intent or a statement of purpose, which is a brief essay explaining your motivation for pursuing a doctorate degree, your research interests, and your fit with the program.

Duration: A doctorate degree in marketing typically takes several years to complete and involves in-depth study, independent research, and the production of an original doctoral dissertation.

Aspiring roles to target with a doctorate degree in marketing:

Roles	What They Do	Average Salary Range (Annually)
Professor/Researcher	Teach marketing courses, conduct research, publish academic papers, mentor students	$105,387 to $136,569
Marketing Consultant	Provide expert advice on marketing strategies, research market trends, offer strategic recommendations	Varies with  experience
Market Research Director/Manager	Oversee market research activities, design research projects, analyze data, provide insights for marketing strategies	$111,178 to $138,343
Director/Manager of Marketing	Develop and implement marketing strategies, oversee marketing initiatives, manage marketing teams	$197,949 to $250,948

A marketing degree offers a wide range of exciting career opportunities in various industries. From marketing coordinators to brand managers, market analysts to advertising executives, the possibilities are endless. 

Whether you choose a traditional marketing degree or specialize in digital marketing, the skills and knowledge gained from a marketing degree will open doors to a rewarding and dynamic career. 

By choosing the right marketing degree program, staying updated with industry trends, and gaining practical experience, you can position yourself for success in the competitive world of marketing.