Bachelor’s in Marketing Program Guide

Considering a bachelor's degree in marketing? In this guide, learn about the benefits of a marketing degree and the diverse range of career paths it can lead to.
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Updated on May 24, 2024
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Many industries and companies rely on market research to inform business strategies and decisions, and they need skilled marketing analysts to do this. As a result, marketing professionals are highly sought after and valued.

A bachelor's degree in marketing provides the foundational training needed to compete for a variety of in-demand positions in advertising, sales, marketing research, and public relations.

In an undergraduate marketing program, you'll explore market research, data analysis, consumer behavior, and advertising strategies. Most marketing programs also incorporate core business and economics concepts. You can earn this highly transferable degree online or in person.

Keep reading to discover the benefits of a marketing degree, what you'll learn in a marketing program, and the available career paths with a bachelor's in marketing.

Explore Popular Online Marketing Programs

Learn about start dates, transferring credits, availability of financial aid, and more by contacting the universities below.

Why Get a Bachelor's Degree in Marketing?

Earning a bachelor's degree in marketing offers many benefits. It's highly marketable and applicable to multiple industries, making it a popular choice for students. Additionally, you can expect a strong job market after graduation.

The Bureau of Labor Statistics (BLS) projects that market research analyst positions will grow by 13% between 2022 and 2032, while public relations and fundraising managers positions are projected to grow by 6%. Both of these projections are faster than the average growth rate for all occupations (3%).

Why Get a Degree in Marketing

  • Offers versatility and can lead to a wide range of career opportunities
  • Strong demand for marketing professionals across industries, including advertising and public relations
  • Many entry-level marketing jobs offer above-average salaries, including public relations and market research analysis
  • Can be a stepping stone to an MBA in marketing or another graduate-level degree

Why Get Your Degree Online

  • Flexibility to study while working or managing personal responsibilities
  • Often more affordable than traditional on-campus programs and eliminate commuting costs
  • Helps you develop self-discipline and time-management skills
  • Helps you develop proficiencies in digital collaboration and communication, which can be applied to marketing roles

What to Expect in an Online Bachelor's in Marketing Program

Bachelor's in marketing programs teach you foundational skills related to building customer relationships, conducting market research, and deploying effective strategies that bring in new business.

You'll explore topics like search engine optimization, social media management, digital advertising, and data analytics.

These programs typically consist of 120 credits and require four years of full-time study. Part-time study usually requires an extra year or two. If you already have some college credits under your belt, you may consider pursuing an accelerated marketing program to speed up your degree completion time.

Types of Marketing Degrees

The most common degree types for undergraduate marketing programs are bachelor of science in business administration (BSBA) and bachelor of science (BS) degrees.

BSBA degrees in marketing are more business-focused, emphasizing topics such as finance, accounting, and organizational strategy. Alternatively, BS degrees emphasize topics more closely related to market research, data collection, and consumer behavior analysis.

Marketing Concentrations

Many marketing programs allow you to focus your degree on a specific area of focus. Some of the most common marketing concentrations offered include:

  • Global Marketing: This is an ideal concentration if you want to work in international marketing. You'll learn about the cultural, legal, economic, and social influences at work and how those shape marketing strategies.
  • Social Media Marketing: This concentration focuses on how to leverage social media platforms and use them to the advantage of marketing endeavors.
  • Business Analytics:This concentration provides you with the knowledge needed to use data and market findings to influence and improve business decisions.
  • Sustainable Marketing:You'll examine how marketing professionals can address questions related to environmental challenges.
  • Consumer Behavior:You'll learn what motivates consumers, how they make decisions, and how marketers can influence buying decisions.

Still Looking for the Right Fit? Discover Similar Degree Programs

What Can I Do With a Bachelor's in Marketing?

The field of marketing continues to expand and grow — nearly every industry relies on marketing principles to raise brand awareness and attract customers. Because of this, marketing degrees are highly versatile and can be applied to many professional fields.

Whether you're interested in working as a marketing manager for a start-up tech company, a public relations manager for a government agency, or a social media marketing specialist for a nonprofit, there is no shortage of marketing career paths.

8 Marketing Career Paths You Can Pursue
Market Research Analyst Public Relations Specialist
Marketing Manager Public Relations Manager
Social Media Manager Graphic Designer
Advertising and Promotions Manager Brand Manager

Continuing Education

While you can find many jobs after completing a bachelor's degree in marketing, earning additional graduate certifications or pursuing an MBA in marketing can open up even more career opportunities.

As an undergraduate degree that covers foundational business principles, a bachelor's in marketing is a great stepping stone to an MBA program. An MBA in marketing can help you land managerial positions and increase your earning potential. Other popular master's degrees for marketing graduates include digital marketing and communications.

How Much Do Marketing Majors Make?

With a bachelor's degree in marketing, you can earn competitive salaries well above the median U.S. salary ($48,060). According to Payscale.com, the average salary for those with a bachelor's degree in marketing is about $70,000.

Keep in mind that salaries can vary substantially based on where you live, your field experience, and the industry you work in. For example, market research analysts working in wholesale trade earned median salaries of $76,530 in 2023, while those working in management of companies earned median wages of $94,130 that same year.

A deeper look into specific career paths provides a more comprehensive picture of the different wages across occupations.

Median Salaries for 5 Popular Marketing Career Paths (May, 2023)

$75k
Market Research Analysts

$67k
Public Relations Specialists

$131k
Public Relations and Fundraising Managers

$132k
Advertising and Promotions Managers

$158k
Marketing Managers

Job Outlook for Marketing Majors

As digital marketing and data analytics become increasingly important, the demand for marketing professionals will continue to rise. Management positions, in particular, feature both positive growth projections and high salaries.

According to the BLS, jobs for marketing managers are projected to grow by 5% to 8% from 2022-2032, while positions for advertising and promotions managers are projected to expand by 2% to 4%. These professionals earned $131,870 and $157,620, respectively, in 2023.

Is a Marketing Degree Worth It?

Is a marketing degree worth the investment? Well, it depends on your career goals and the field you wish to enter. A marketing degree can lead to a variety of high-paying, in-demand careers.

The average marketing degree salary is about $70,000 per year, and several management roles had salaries that exceeded six figures in 2023. Plus, certain marketing roles, like market research analysts (13%), are expected to grow much faster than average (3%) over the next decade.

So, can a marketing degree be a valuable asset in helping you land a job and achieve your career goals? Absolutely. But remember, it's not just about the degree. Performance is key in marketing. So, whether you have a marketing degree or not, continuous learning, adaptability, and creativity are key to success in marketing roles.

Explore Popular Online Marketing Programs

Learn about start dates, transferring credits, availability of financial aid, and more by contacting the universities below.

Frequently Asked Questions About Bachelor's in Marketing Programs

What is marketing?

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Marketing, at its core, is all about communicating the value of a product, service, or brand to consumers for the purpose of promoting or selling it. This is accomplished through creating advertising campaigns, conducting market research on consumer behavior, and creating an easily identified brand that customers recognize.

Ultimately, marketing extends beyond just selling. It's about building lasting relationships with customers. So, if you enjoy creativity, strategic thinking, and customer engagement, marketing could be a great match.

What jobs can you get with a marketing degree?

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With a marketing degree, you can land jobs across a variety of sectors, including advertising, finance, education, arts and entertainment, and education, to name a few.

Some popular careers across these sectors include:

  • Market research analyst
  • Marketing manager
  • Social media manager
  • Advertising and promotions specialist
  • Public relations specialist

How much do marketing managers make?

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A bachelor's degree in marketing can lead to many different high-paying careers, but one of the most lucrative positions is marketing manager.

The BLS reports that marketing managers earned a median annual salary of $157,620 in May 2023, which is about three times more than the national median salary ($48,060).

However, salaries for marketing managers can vary significantly depending on factors like location and work experience. The bottom 10% of marketing managers — likely those with the least amount of experience — earned $79,600, while those in the top 10% earned more than $239,200.

Is marketing a good degree?

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A marketing degree offers a blend of business acumen and communication skills that are highly sought after in the job market. And nearly every company depends on marketing techniques to sell their products and services.

Put simply, marketing is one of those degrees that offers versatility. Marketing roles span across various industries and many are in demand due to businesses' ongoing need to market their products and services effectively.

Keep in mind that while marketing analysts are highly sought-after professionals, undergraduate degrees in marketing are very common among business majors. If you want to stand out in the job market even more, an MBA in marketing may be a worthwhile investment.


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BestColleges.com is an advertising-supported site. Featured or trusted partner programs and all school search, finder, or match results are for schools that compensate us. This compensation does not influence our school rankings, resource guides, or other editorially-independent information published on this site.

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