Marketing is a key component of any successful customer-facing organization. A skilled marketing team is tasked with finding innovative ways to communicate the benefits of a product or service to the public. As a marketing specialist, you draw upon your skills in communication, writing and critical thinking to craft and execute a marketing strategy that will yield great success for your organization – and yourself.
While today students can benefit from the innovation of online marketing courses, this field dates back to the 20th century as a theory for businesses and organizations to begin attracting more and more customers to the products and services they offer. The business world truly recognized the power of marketing after World War II, when many organizations began consolidating various areas of the field (e.g., public relations, advertising, sales, etc.) into a single marketing department.
These days, it is almost impossible to master every aspect of the field without a great deal of experience and education. Marketing specialists are expected to quickly grasp the challenges faced by businesses and organizations today and devise practical solutions to fulfill their marketing needs. This requires you to have the skills and wherewithal to craft a marketing strategy that attracts and fosters relationships with an organization's target audience.
Sample Courses
Below are some sample marketing courses all students can expect to take while at university. It should be noted that many of these courses may also be taken as a part of a Master's of Business Administration (MBA) curriculum with an emphasis in marketing.
- The Principles of Marketing
- Marketing Analysis and Research
- Advertising and Promotion
- Consumer Behavior
- Global Marketing Management
- Digital Marketing
- Brand Management
- Business to Business Marketing
- Customer Relationship Management
Possible Specializations
Since the field of marketing is rather broad, there are several opportunities for students to specialize. In many cases, specialization is required to stand out from other qualified professionals in today's job market. Some possible specializations include digital marketing, international marketing and marketing management.
A specialization in digital marketing prepares you to take advantage of technology and social media for optimally marketing products and services via digital mediums. International marketing focuses on marketing theories and practices that apply internationally and cross-culturally. A marketing management specialization prepares you for a career in managing teams or entire departments.
Degree Types
As mentioned above, earning a degree in marketing can be accomplished independently or as part of a larger academic curriculum, such as an MBA program. While the latter route will educate you on the fundamentals of business administration, earning a degree in marketing itself is just as valuable, if not more so, to employers who are looking to hire the best and brightest in the field.
Some possible degree types in the marketing field include an Associate of Arts in Marketing, a Bachelor of Business Administration in Marketing, a master's in marketing, a Master's of Business Administration in Marketing, as well as a Doctor of Philosophy (Ph.D.) in Marketing. Earning a Ph.D. in marketing is also a great option for those looking to specialize on a much deeper level or teach at a college or university.
Ideal Candidates for Marketing
First and foremost, students in the marketing field must have an uncanny ability to confidently research and communicate the value of a product or service offered by a business or organization. Keep in mind, when it comes to attracting the attention of potential customers, a marketing specialist must be able to compile data and translate this into an effective marketing strategy, all without missing a beat when it comes to the organization's goals and sales processes.
In order to communicate well with their target audiences, marketers should be well connected and in touch with the latest trends of their particular niche or society as a whole.
This informative resource hosted by the Bureau of Labor Statistics (BLS) provides a more in-depth view of marketing roles and the qualities candidates should possess. These include strong analytical skills, creativity, decision-making, interpersonal skills and management experience.
Career Pathways
Today, marketing remains one of the most vibrant and stable fields. According to the BLS, the expected job growth for Marketing Managers and other marketing specialists is a robust 14% over this decade. Job growth for Marketing Research Analysts, on the other hand, is expected to grow by an astounding 41%. Median salaries for marketing roles are also very competitive, with a range between $60,000 and $108,000 per year.
As long as businesses continue to thrive, the need for highly qualified marketing specialists to promote their brands will always be there. This is especially true for those who choose to specialize in marketing research and analysis. If you have the creativity, analytical skills and confidence to convince the public of the benefits of a product or service, a career in marketing may be an excellent option.
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Journals
This business journal is international, open-access, and publishes research papers from authors with many different academic backgrounds.
International Journal of Marketing Studies
Open-access journal for marketing academics and practitioners. Requires free registration.
International Review of Management and Marketing
A double-blind, peer-reviewed academic journal publishing high quality articles in the areas of marketing and related business disciplines
Journal of Accounting and Marketing
This open-access journal aims to be the most complete and reliable, free source of information on the discoveries and current developments in marketing accounting.
Journal of Empirical Generalisations in Marketing Science
This online journal centers around high quality research "related to marketing, consumer behaviour, and strategy."
Journal of Interactive Advertising
This journal focuses on the impact interactivity has on marketing and advertising. It provides a forum for discussion of these challenges and changes.
Journal of Management and Marketing Research
This journal publishes articles on contemporary issues in management and marketing.
Trade Magazines
With registration, access seven free articles per month from this subscription-based magazine covering the advertising trade.
Creative: The Magazine of Promotion and Marketing
Online version of the magazine, Creative, covering advertising, marketing trends, sales promotion, etc.
Online magazine covering Internet Marketing and more, recommended by Harvard Business School's Working Knowledge and Fast Company.
Scholarships
ANA Multicultural Excellence Awards
Deadline: August 9
Award Amount: $2,000
For college seniors enrolled full-time at an accredited US institution, and in an American Association of Advertising Agencies (AAAA) Intern Program.
Deadline: February 28
Award Amount: $10,000
Open to graduate students with at least a year left of school and majoring in a field related to marketing, advertising or public relations.
Mark Beaumont Scholarship Fund
Deadline: June 28
Award Amount: $2,500
Supports students who are pursuing careers specializing in the business of interactive entertainment, including marketing.
MillerCoors National Scholarship
Deadline: June
Award Amount: $3,000
A scholarship for junior and senior business, accounting, communications, economics, marketing, or public relations majors of Hispanic descent.
Deadline: April 15
Award Amount: $1,000 – $1,500
The National Dairy Shrine Milk Marketing Scholarship is to encourage qualified undergraduate students to pursue careers in dairy product marketing.
Deadline: January 20
Award Amount: $3,000
Open to New England college students majoring in marketing, advertising or communications, who are interested in direct marketing careers.
Deadline: March
Award Amount: $8,000
A scholarship for minority students attending UNCF Member Colleges and Universities majoring in a business discipline such as economics.
Deadline: March 29
Award Amount: $5,000
Including advertising, eligible students are currently enrolled in, or have proof of acceptance for, an arts & design degree program.
Deadline: March
Interns learn while doing in this ten-week, paid program. They "do real work for real clients" while working in one of several roles related to marketing.
Deadline: varies
Year-round internship opportunities with this advertising agency in Boulder, CO.
Deadline: February
20 interns do market research, trend analysis, creative strategy and execution for clients like Verizon, Denny's, Michelin, General Motors, Sears, ScanSource and Advance America.
Deadline: February 1, July 15, November 1
Year-round internship program opportunities at this marketing agency with offices in Boston, New York, South Carolina, and Miami.
Deadline: year-round
Places students in internships with some of the nation's largest companies to prepare them for corporate and community leadership.
Marketing Edge Summer Internship
Deadline: varies
After a week-long training program in marketing, students will be placed with "companies who are changing the landscape of marketing".
Student Organizations
College Chapter of the American Advertising Federation
With members ranging from corporate to collegiate, the AAF promotes education, diversity, and protection of advertising.
Collegiate Chapter of the American Marketing Association
Collegiate members benefit from career resources, professional development, planning chapter events, and taking part in the annual marketing competitions.
Marketing EDGE provides students with resources to aid them in completing or furthering their education and finding employment and funding opportunities.
Recognizing the importance of academic excellence, MKT brings together marketing students and professionals to garner the discussion of mutual interests.
Student National Agri-Marketing Association
NAMA provides students looking towards careers in agribusiness the chance to connect with professionals who can help them network and develop skills.
Professional Organizations
American Advertising Federation
With members ranging from corporate to collegiate, the AAF promotes education, diversity, and protection of advertising.
American Marketing Association
The AMA strives to keep members abreast of changes to the global marketplace, be the leader in innovations and help members be life-long learners.
Business Marketing Association
Aiming for excellence, the BMA strives to be an organization that provides members with the best information, professional opportunities, and resources.
International Advertising Association
Working for those in all disciplines within marketing communications, the IAA is "a pro-active partner and advocate for freedom of commercial speech."
Internet Marketing Association
With members spanning the various marketing fields, the IMA takes pride in "providing them with the resources necessary for success."
National Agri-Marketing Association
NAMA provides those interested or currently working in the agri-marketing industry with resources to keep them current in agribusiness information.