Bachelor’s in Marketing Program Guide

Learn what it takes to earn a bachelor's degree in marketing and where this in-demand can take you.
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Updated on October 3, 2023
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Taylor Gadsden has worked as an editor for BestColleges, focusing on degree, college, and career planning resources for prospective students. She holds a BA in journalism from the University of Georgia. Taylor is a former editor at Red Ventures....
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A bachelor's degree in marketing provides the foundational training needed in areas of marketing research, social media marketing, and advertising strategies to help graduates compete for a variety of in-demand roles in public and private settings. Students can earn a bachelor's degree in marketing either online or in person, making it a flexible option for busy learners.

The average cost of these programs varies significantly based on whether a learner attends a public or private college and how much funding they can secure through grants, scholarships, work-study funds, and other financial aid opportunities.Most students spend four years completing all the requirements associated with graduating. But students may take longer if they attend school part time or finish more quickly through an accelerated program.

Learners can anticipate jobs in this area growing in the coming years, with positions for marketing research analysts projected to expand by 22% between 2020-2030, according to the Bureau of Labor Statistics (BLS).

Keep reading to learn about common concentrations, available career paths, and information on what it takes to get into a bachelor's degree in marketing.

Should I Get a Bachelor's in Marketing?

Earning a bachelor's degree in marketing makes a lot of sense for students seeking a degree that transfers to multiple industries.

This area of study also appeals to individuals seeking stability in their chosen field. According to the BLS, jobs for advertising, promotions, and marketing managers are projected to grow by 10% between 2020-2030, while positions for market research analysts are projected to expand by an impressive 22% by the end of the decade.

The majority of these programs consist of approximately 120 credits and require four years of full-time study or up to six years of part-time study. Accelerated programs can sometimes be completed in as few as three years. Aside from coursework, many allow learners to participate in a semester-long internship that allows them to build real-world skills and start networking with other marketing professionals.

Graduates can find many jobs after completing a bachelor's degree. That said, earning additional professional certifications or pursuing an advanced degree in marketing can open up even more career opportunities.

Popular Online Marketing Bachelor's Programs

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

What Will I Learn in a Marketing Bachelor's Program?

By completing a bachelor's degree in marketing, students learn both foundational and advanced skills related to building customer relationships, conducting market research, and deploying effective strategies that bring in new business.

Some of the topics learners can expect to cover include organizational behavior and management of marketing projects, marketing research and reporting, digital marketing and advertising, and contemporary issues within marketing.Students will also explore search engine optimization, social media management, digital advertising, storytelling, and data and analytics.

Prospective students may notice that bachelor's degree in marketing programs come in several forms. Those offered as a bachelor of science in business administration (BSBA) emphasize a core curriculum informed by traditional business topics such as finance, accounting, operations management, and leadership.

Other programs are offered as a bachelor of science (BS) and emphasize topics more closely related to market research, data collection, and consumer behavior analysis.


Global Marketing

Students who pursue this concentration often want to work in international marketing circles and must understand some of the cultural, legal, economic, and social influences at work and how those will shape their marketing strategies.

Social Media Marketing

This concentration focuses on building knowledge on how to leverage the variety of social media platforms and use them to the advantage of marketing endeavors. Courses also discuss how to reach target markets and create online marketing campaigns.

Business Analytics

Undertaking this concentration provides students the knowledge needed to use data and market findings to influence and improve business decisions. Students learn about how to both collect and apply business analytics to enhance marketing outcomes.

Sustainable Marketing

With a growing emphasis on sustainable practices in every corner of business, the sustainable marketing concentration looks at how marketing professionals can consider questions around environmental and climate challenges.

Consumer Behavior

Courses in this concentration seek to understand what motivates consumers, how they make decisions, and how marketers can influence buying decisions. Students look at both market research tools and psychological principles.

Still Looking for the Right Fit? Discover Similar Degree Programs

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

Marketing continues to expand and grow, thanks in part to nearly every industry relying on marketing principles to raise brand awareness and attract customers. Because of this, many students pursue this path due to its versatility and transferability to myriad sectors.

Whether 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, plenty of jobs abound.

Popular Career Paths

Popular Continuing Education Paths

How Much Money Can I Make With a Bachelor's in Marketing?

Graduates of a bachelor's degree in marketing can earn substantial salaries well above average. According to the BLS, marketing research analysts brought home a median salary of $65,810 as of May 2020, which is well above the national median salary of $41,950 across all occupations.

Managers earn even higher salaries, with marketing managers earning median annual wages of $141,490 in 2020 and public relations and fundraising managers earning a median pay of $118,430.

Salary can vary substantially based on multiple factors, including the type of company a marketing graduate works for, the amount of experience they have in the field, and where they live. Marketing managers working in advertising, public relations, and related services earned median pay of $150,930 in 2020, while those in wholesale trade received median wages of $96,380 that same year.

How Do I Get Into a Bachelor's in Marketing Program?

Admission requirements for a bachelor's degree in marketing vary from program to program, but prospective students usually find similar components when looking at different schools. When choosing a college, it's not uncommon for learners to submit undergraduate applications to several schools.

Whether applying individually or through CommonApp, applicants typically need to supply a college essay outlining why they want to study marketing, how they plan to use the degree, and why they felt drawn to a particular program. They also need to supply letters of recommendation from teachers, supervisors, mentors, or others who know them well.

Lastly, some schools require students to take a college entrance exam such as the ACT or SAT, though many have suspended this requirement during the COVID-19 era.

Frequently Asked Questions About Bachelor's in Marketing Programs

What is marketing?

Put simply, marketing is a discipline concerned with bringing awareness to products or services offered by public and private entities alike. This is accomplished through creating advertising campaigns, conducting market research on consumer behavior, and creating an easily identified brand that customers recognize.

Marketing can take many forms, including traditional print advertising, social media marketing, partnering with brands and/or influencers, and creating multi-discipline campaigns. The end goal is to raise awareness and ensure products and services continue being purchased.

How much does it cost to get a bachelor's in marketing?

The amount a student spends earning their bachelor's degree in marketing can vary substantially based on the type of school they attend. According to College Board, in-state tuition at a public four-year school averaged $10,740 during the 2021-2022 academic year, while out-of-state tuition averaged $27,560. Those who decided to attend a private institution paid an average of $38,070.

Other factors that can influence the final price tag include how much financial aid a learner receives after filling out the Free Application for Federal Student Aid (FAFSA). Results of this application can help students qualify for federal grants, work-study programs, and loans. Students can also apply for grants and scholarships from their school as well as other sources.

What can I do with a bachelor's in marketing?

A bachelor's degree in marketing is an incredibly versatile degree given that nearly every industry depends on marketing techniques and strategies to sell their products and services. Recent graduates may apply for entry-level jobs such as social media marketing coordinator or assistant marketing manager.

Individuals interested in data and analytics may find themselves gravitating towards market research and consumer behavior positions. Others may decide to pursue a job as a survey researcher and work with both companies and consumers directly.

Which is the best marketing degree to have?

The best bachelor's in marketing degree is one that matches your career goals and professional aspirations. Some learners may decide they want to pursue a program focused on sustainable marketing as they feel passionate about the environment. Other students may decide they want to be part of the growing and evolving use of social media in marketing goods and services.

Before committing to a specific pathway or concentration within their marketing degree, learners should think seriously about the type of marketing they want to do.

Do jobs in marketing pay well?

Aside from the versatility and opportunities for growth, many students feel attracted to a bachelor's degree in marketing due to the many doors it opens for well-paid jobs. The BLS reports that marketing research analysts earned median yearly pay of $65,810 as of May 2020, which is well above the national median salary of $41,950 across all occupations. The top 10% of marketing research analysis earn more than $127,410 each year.

Advertising, promotions, and marketing managers received median annual wages of $141,490 in 2020, while those in the top 10% of earners took home more than $208,000 in the same year.

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