While marketing encompasses a variety of creative and scientific processes -- including advertising, brand management, and research -- the field at its core is about anticipating and meeting consumer needs. Marketers determine the most effective strategies for selling products, reaching customers, and distinguishing a company from its competitors. Technological developments like smartphones and social media have led to innovative new approaches to marketing. Today, pursuing a marketing degree online is one of the most effective ways to enter this exciting and rapidly developing field.

What is an Online Marketing Degree?

Marketing can be seen everywhere: on buses, internet ads, billboards, and even in celebrity endorsements. An online marketing degree gives you the skills and knowledge to create these messages and effectively deliver them to consumers. Broadly speaking, marketing involves two elements: the qualitative and the quantitative, though there is significant overlap between the two. The qualitative domain focuses on how to communicate effectively to consumers, whether through a multinational advertising campaign or a clever post on social media. The quantitative domain, which has developed significantly in recent decades, focuses on analyzing and predicting consumer behavior. Quantitative analysis often incorporates elements from fields as diverse as sociology, economics, mathematics, and neuroscience.

Undergraduate programs address the field from a foundational perspective and offer a broad understanding of marketing principles and practices.

There are several ways to earn marketing degrees online, and you'll study different subjects depending on what you pursue. Undergraduate programs address the field from a foundational perspective and offer a broad understanding of marketing principles and practices. These degrees typically examine both the quantitative and qualitative sides of the field. Master's and doctoral programs hone specific areas of marketing to build specialized knowledge.

The Bureau of Labor Statistics projects that marketing jobs are growing faster than average, meaning an online marketing degree will yield better than average job prospects. Given the diversity of the field, a variety of jobs are available, including creative pursuits, business, and research. A company's marketing department often includes art directors, copywriters, media planners, merchandising specialists, research analysts, and social media managers. Increasingly, many positions overlap and blend together, reflecting the eclectic and constantly changing nature of consumer tastes.

How to Get an Online Marketing Degree

When researching online marketing degrees, it's important to consider your personal and professional needs and how each program accommodates them. Different schools hold different admissions requirements, academic prerequisites, degree options, and course requirements. One of the most important steps is to examine a school's accreditation status, which indicates that an institution is academically reputable. After receiving admission to a program, you'll complete a combination of general education courses, specific marketing major courses, and electives that augment your studies. Many marketing programs also include internships, allowing you to gain on-the-job experience with a real marketing company.

Types of Marketing Degrees

Like most other programs, online marketing programs are offered as associate, undergraduate, and graduate degrees. Associate degrees build a foundation for more advanced study. These degrees cover the fundamentals of the field and outline different educational and career paths graduates might pursue. Bachelor's programs typically prepare graduates for entry or mid-level positions in the field, with some potential for advancement.

Higher-level degrees confer more advanced skills in specialized topics, and they also lead to higher pay and greater potential for career advancement. Graduate programs confer skills that lead to high-level management positions. Since marketing is a diverse field, there are several different degrees available at all levels.

Common Careers and Median Salaries for Marketing Graduates by Degree
Associate Degree in Marketing Advertising Sales Representative $36,260
Bachelor's Degree in Marketing Marketing Associate $44,472
Graduate Certificate in Marketing Marketing Manager $62,690
Master's Degree in Marketing Senior Marketing Manager $97,838
Doctoral Degree in Marketing Vice President, Marketing $142,470

Associate Degree in Marketing

An associate degree is an accessible entry point to the field. An online marketing associate degree prepares you for entry-level marketing positions such as advertising sales representative, but the degree is more commonly used as a pathway to a bachelor's degree. An associate program forms the first half of a bachelor's degree, which then requires an additional two years of study.

For admission, most programs require no more than a high school diploma or equivalent. Many associate programs are available through community colleges with open enrollment, meaning that most applicants are admitted automatically, even without SAT or ACT scores. Associate degrees typically take about two years to complete. Most institutions require 60 credits total.

While marketing degrees are often available as either an associate of arts or an associate of science, those distinctions mean less at this level due to the foundational level of the courses. If you already know you are more interested in a certain aspect of marketing and plan to pursue further studies after earning your associate degree, it is worthwhile to investigate different programs and see what type of courses they require. You may be able to fulfill certain university degree requirements through your lower-level courses.

Example Courses:

Introduction to Business

This integral course presents an overview of business practices and principles. Students explore major topics such as ownership, management, finance, technology, and marketing.

Introduction to Marketing

This course examines the major principles of the marketing field, including how marketers create, communicate, and deliver value to consumers. Students examine topics such as consumer behavior and market selection.

Integrated Marketing Communications

This course covers communication strategies and the role of the media in marketing. Topics include corporate communications, advertising, public relations, and sales promotions.

Business Law

Students in this class learn about the relationship between businesses and the U.S. legal system. Fundamental legal concepts include torts, criminal law, contracts, product liability, and sales.

Social Media in Marketing

This forward-looking course surveys the rapidly developing role of social media in all aspects of marketing. Students investigate the role of social media in branding, corporate communication strategies, advertising, promotions, and public relations.

Bachelor's Degree in Marketing

For many marketing jobs, a bachelor's degree is the minimum requirement. This degree confers a broad foundation of knowledge necessary for successful work in the field. Typically more selective than associate programs, online marketing bachelor's degrees require a high school diploma at minimum, and many schools ask for SAT or ACT test scores. More exclusive programs also have a GPA requirement, though this is not true for all schools.

Some students apply for a bachelor's program immediately out of high school, while others complete an associate degree and then apply to finish the last two years of a bachelor's degree. Bachelor's programs take around four years of full-time study to complete, though many schools offer accelerated degrees that can be completed more quickly. A typical bachelor's in marketing requires 120 credits and includes both general education courses and specialized marketing classes.

Many marketing degrees are offered as either a bachelor of arts or a bachelor of science. Since the undergraduate level is mostly foundational, this distinction is not particularly important, but it may make a difference if you have a specific career in mind or plan to pursue graduate study. In general, a BS requires general courses in math and science, while a BA requires general courses in the arts and humanities. A bachelor's degree allows you to enter the field of marketing, but many of the highest-paying management positions are available only with advanced degrees.

Example Courses:

Marketing Research

This course explores marketing research as a tool to facilitate business decision making. Students learn to design research projects and examine the difference between primary and secondary research.

Consumer Behavior

Delving into one of the field's most important topics, this course analyzes the behavior that drives economic decisions. The class pays particular attention to how consumers search for, use, and evaluate goods and services.

Strategic Brand Management

A company's identity and public presentation are some of its most important qualities. This course examines different approaches to building, growing, and maintaining a brand.

Advertising Media Planning

Media is a fundamental dimension of marketing, and this course analyzes its various uses. Students also acquire common tools to measure media's effectiveness in reaching consumers.

Promotion and Advertising

This class is a general introduction to two key marketing topics. Students examine the methods through which companies build awareness of their products, including promotional objectives, advertising development, and creative strategies.

Graduate Certificate in Marketing

Positioned between a bachelor's and a master's degree, a graduate certificate may be an ideal option if you're looking to specialize your professional skills but don't have the time to commit to a full graduate program. Typically, a graduate certificate in marketing focuses on one aspect of the field, such as analytics, management, advertising and promotion, or marketing research. The major difference between a graduate certificate and a graduate degree is completion time and level of commitment. Many graduate certificates can be earned in under a year. Some programs use an intensive format that takes just months or weeks.

The curriculum for a graduate certificate often includes courses that would be part of a master's degree curriculum. Many colleges allow you to apply credits from a certificate toward a full master's program if you decide to pursue one in the future. If you need certain knowledge or skills for a promotion or other professional requirement, a certificate may be a better choice than a master's degree. Certificate programs are typically cheaper, faster to complete, and bestow more immediate benefits. However, for long-term career advancement, a master's degree is better for its broader focus and more expansive range of knowledge.

Example Courses:

Marketing Management

This course focuses on the skills necessary to analyze opportunities and make effective marketing decisions. Students often develop their own marketing strategies and plans for implementation.

Innovative Marketing Techniques

The advent and acceleration of technology have created profound changes in marketing and consumer behavior. This course examines many of those developments, including data metrics and search engine optimization.


The internet has dramatically altered how business is conducted in the 21st century, with online sales now outpacing traditional shopping. This course explores topics such as payment mechanisms, industry applications, and security.

Analytics for Brand Management

This course examines the role that data and analytics play in a company's brand development. Students learn about differentiation, brand equity, pricing, and product strategy.

Customer Acquisition and Retention

This course explores the methods through which companies target, develop, and maintain consumer attention. Business tools include social media management and data analytics.

Master's Degree in Marketing

If you're interested in moving into upper management or other leadership positions, an online marketing master's degree might be the right choice for you. This is the point where general knowledge gives way to in-depth, specialized skills, often focused on one specific area of marketing.

All master's programs require applicants to possess a bachelor's degree, though many do not require a background in business or marketing. Most schools request standardized test scores such as the GRE, MAT, or GMAT. Beyond that, programs approach their application requirements differently: some are open only to students who hold significant professional experience, while others consider applicants regardless of their professional background. Credit requirements can vary widely, but most schools call for 36 to 54 total credits.

If you want to assume leadership roles and earn a higher salary, master's programs are often the right choice. At the graduate level, most programs take the form of either an MS in marketing or an MBA in marketing. An MBA focuses on general business and leadership skills, along with specialized courses in marketing. An MS is often more research-based and focuses specifically on advanced marketing concepts, with less attention on general business knowledge.

Example Courses:

Consumer Behavior and Marketing

Expanding on foundational knowledge from undergraduate programs, this course explores advanced concepts in consumer behavior. Topics include economic, anthropological, sociological, and psychological dimensions.

Ethical and Legal Issues in Marketing

Marketing managers face a range of ethical and legal issues, including product liability and advertising standards. This course addresses major challenges in the field.

Marketing Analytics

Much of current marketing is data-driven. This course covers the major concepts necessary to analyze market data and make business decisions.

Strategic Internet Marketing

As one of the newest frontiers in marketing, the internet offers opportunities and challenges alike. This course explores recent developments in the field of online marketing, including automation and artificial intelligence.

Sport Marketing

Sports are a significant part of the local culture in most societies. This course analyzes the sports industry and its unique relationship to marketing. Students learn about how sports influence media relations, merchandising, and consumers.

Doctoral Degree in Marketing

A Ph.D is the highest level of academic achievement. This degree confers comprehensive, expert knowledge in marketing. The vast majority of marketers do not need a Ph.D, but you may be interested in a doctorate if you wish to teach, perform high-level research, or become a marketing specialist. Most Ph.D programs require applicants to hold both a master's degree and significant work experience in professional marketing.

A doctoral program is typically split between conventional academic courses that cover advanced marketing topics and a dissertation that involves original research into a marketing issue. Most curricula require 90 to 120 credits. Programs may focus on a specific approach to the field such as quantitative or behavioral marketing. Aside from the high level of study, the most distinguishing factor of a Ph.D program is length. Requirements vary between schools, but you can expect to spend anywhere between four and eight years completing a doctorate.

If you are interested in the business side of marketing, a Ph.D may not be the best choice. Most programs take a more abstract approach, focusing more on research and theory and less on the nitty-gritty of advertising campaigns and product promotions. If you want to conduct your own research into the complexities of consumer attitudes or the statistical data analysis of purchasing patterns, a doctorate offers the time and space to explore marketing at the highest levels.

Example Courses:

Design of Field Research Methods

This course prepares students to perform their own dissertations. Students learn common methods for organizing and conducting advanced research. Topics include levels of analysis and construct development.

Judgement and Decision-Making

This course explores perspectives on consumer choice and the processing of information. Topics include rationality, heuristics, conflicting values, and the psychology of utility.

Information Processing

This course focuses on the formation of consumer knowledge through learning, categorization, and memory. The class also touches on related topics such as attitude theory and social influence.

Economic Models for Marketing

This course examines economic models to improve decision making in marketing practices. Common models include game theory, agency theory, and optimization methods.

Empirical Models

Quantitative methods offer great value to marketing analysis and research. This course explores major empirical models in relation to concepts such as consumer choice and the adoption of new products.

Marketing Concentrations and Specialties

Since marketing is such a wide field that encompasses many skills, there are several concentrations and specialties available. Many bachelor's and master's programs offer concentrations in common areas such as digital marketing, along with less common options such as supply chain sales. If you are interested in a particular area of marketing, seek out a program with a relevant concentration. Some common options are listed below.

Marketing Analytics

This specialization uses complex data analysis to examine marketing trends and understand consumer behavior. Analysts gather varied sets of data such as website traffic, sales patterns, or social media likes and use them to determine marketing effectiveness and decision-making strategies.

Marketing Management

Marketing managers plan, develop, and implement strategies to reach consumers. In addition to supervising staff, managers may be responsible for complex tasks, such as organizing research initiatives, reassessing brand identity, and overseeing new ad campaigns.

Digital Marketing

One of the fastest growing segments of the field, digital marketing mainly focuses on the internet. The field has expanded to also encompass mobile phones and other digital media. Digital marketers are often responsible for search engine optimization and online marketing strategies.

Social Media Marketing

A subset of digital marketing, social media marketing concentrates on platforms such as Twitter, Facebook, and Instagram. Social media marketers develop outreach strategies that improve a brand's web presence and connect effectively with consumers.

Content Marketing

Content marketing is an innovative frontier that attempts to blur the line between advertisements, entertainment, and information. Content marketers devise new ways to engage consumers, including through videos, blogs, or events -- anything that breaks away from standard modes of promotion.

Median Salary For Marketing Specialties
Marketing Analyst $53,046
Marketing Manager $62,690
Digital Marketing Specialist $48,658
Social Media Marketing Manager $49,313
Content Marketer $41,140

Marketing Certifications

While professional certifications aren't required for most marketing jobs, they can make a huge difference in terms of your career prospects and promotion potential. These certificates stress both general competencies and specific skills sets. Certifications indicate that you possess specialized knowledge and let employers know immediately what you bring to the company.

Professional Certified Marketer (PCS)

The American Marketing Association offers PCS tracks in digital marketing, content marketing, and marketing management. There are handbooks available that cover key test topics. Exam costs vary between members and non-members, but range from $99-$349. The exams are all available online and take two to three hours to complete.

Google Analytics Individual Qualification

Ideal for marketing analytics professionals, this certification indicates knowledge of the Google Analytics service, which examines web traffic. Google offers preparation for the 90-minute exam through its online Analytics Academy. The test is free to take. Certification remains valid for 18 months after the date of completion.

HubSpot Inbound

This certification demonstrates mastery of the marketing and sales platform Inbound. Topics include website optimization and other digital marketing strategies to attract consumers. HubSpot offers free online preparation for the exam, which includes 12 courses and takes about four and a half hours to complete. The exam itself lasts 90 minutes and includes 60 multiple choice questions.

Google AdWords

Another Google certification, this demonstrates both basic and advanced knowledge of the AdWords search marketing toolkit. AdWords certification requires candidates to pass the fundamentals exam and one additional exam, with options in search advertising, mobile advertising, and display advertising. The exams are free, and Google offers free test preparation materials online.

Infinite Skills Excel

Applicable to basic or intermediate Excel users, this 10-hour video training course covers specialized spreadsheet topics such as IF statements, sparklines, and macro operations. Rather than taking an exam, students complete a set online course sequence and receive a certificate of completion.

Hootsuite Social Marketing

This industry-recognized certificate indicates in-depth knowledge of social media marketing. All recipients are listed in the Hootsuite Certified Professionals Directory. Hootsuite offers free preparation materials online. The 60-question exam costs $199. Hootsuite certification is permanent, and recipients are not required to renew their credentials.

Career and Salary Outlook for Marketing Graduates

After earning your marketing degree online, you'll be prepared to enter a variety of industries, including business, public relations, and media. While career paths differ widely, adaptability is a key quality for any marketing job in any industry. Methods of communication and consumer engagement are constantly changing, and marketing professionals must be able to develop new strategies that help organizations stay relevant. Below you'll find some common career choices for students in marketing.

Advertising Sales Agents

These agents are responsible for selling advertising space to businesses and other organizations. They typically interact with clients, maintain sales accounts, and deliver sales presentations.

Public Relations Specialist

PR specialists develop and manage the public image of their clients, including organizations and individuals. They often serve as the liaison between their clients and media channels.

Marketing Research Analyst

These analysts examine market conditions to understand consumer behavior. They help companies make informed, strategic decisions about how to market, price, and promote different goods and services.

Public Relations Manager

PR managers are typically responsible for orchestrating the most important aspects of publicity campaigns. They direct other PR specialists and coordinate overall efforts to improve a client's image.

Marketing Manager

Often holding advanced degrees, these executives serve in leadership roles. They work with other staff such as sales agents, analysts, and advertising agents to direct an organization's overall marketing strategy.

Best Jobs For Marketing Majors by Salary Potential
  Entry Level Mid-Career Experienced Late-Career
Marketing Director $51,000 $79,000 $102,000 $108,000
Marketing Executive $47,000 $72,000 $95,000 $100,000
Senior Marketing Manager $85,000 $97,000 $112,000 $119,000
Vice President, Marketing $86,000 $128,000 $155,000 $170,000
Product Marketing Manager $78,000 $94,000 $105,000 $112,000
Employment and Wages for Marketer Research Analysts and Marketing Specialists
Florida FL Texas TX New Mexico NM Arizona AZ Alaska AK California CA Nevada NV Utah UT Colorado CO Oregon OR Washington WA Idaho ID Hawaii HI Oklahoma OK Montana MT Wyoming WY North Dakota ND South Dakota SD Nebraska NE Kansas KS Minnesota MN Iowa IA Missouri MO Arkansas AR Louisiana LA Mississippi MS Alabama AL Georgia GA South Carolina SC Illinois IL Wisconsin WI Michigan MI Indiana IN Ohio OH Tennessee TN Kentucky KY North Carolina NC West Virginia WV Virginia VA Pennsylvania PA New York NY Maine ME Vermont VT New Hampshire NH Rhode Island RI Connecticut CT New Jersey NJ Delaware DE Massachusetts MA Maryland MD District of Columbia DC
Click Here to View The Full List of States
State Employment Hourly mean wage Annual mean wage
Alabama 530 $69.03 $143,590
Alaska 200 $51.31 $106,720
Arizona 4,790 $55.79 $116,050
Arkansas 1,090 $64.70 $134,570
California 33,390 $79.25 $164,850
Colorado 3,060 $75.79 $157,640
Connecticut 4,970 $72.51 $150,820
Delaware 590 $83.58 $173,850
Florida 7,600 $58.62 $121,920
Georgia 7,140 $65.30 $135,820
Hawaii 540 $49.30 $102,550
Idaho 860 $52.56 $109,330
Illinois 14,030 $58.67 $122,030
Indiana 2,870 $52.64 $109,480
Iowa 1,920 $51.65 $107,420
Kansas 1,470 $60.45 $125,740
Kentucky 1,490 $53.84 $112,000
Louisiana 920 $42.95 $89,330
Maine 810 $45.77 $95,200
Maryland 2,980 $70.07 $145,740
Massachusetts 11,790 $68.29 $142,040
Michigan 3,870 $60.14 $125,100
Minnesota 7,800 $66.04 $137,360
Mississippi 470 $45.57 $94,790
Missouri 2,590 $66.84 $139,040
Montana 130 $62.22 $129,430
Nebraska 1,060 $50.16 $104,330
Nevada 1,640 $58.22 $121,100
New Hampshire 1,170 $63.05 $131,150
New Jersey 11,260 $80.70 $167,860
New Mexico 350 $42.58 $88,560
New York 16,500 $90.69 $188,640
North Carolina 5,650 $68.24 $141,930
North Dakota 310 $52.50 $109,200
Ohio 5,350 $64.30 $133,740
Oklahoma 1,420 $49.09 $102,100
Oregon 4,830 $56.78 $118,100
Pennsylvania 6,250 $74.05 $154,030
Rhode Island 550 $68.13 $141,700
South Carolina 1,710 $51.01 $106,090
South Dakota 60 $65.04 $135,280
Tennessee 3,400 $47.62 $99,040
Texas 9,570 $74.19 $154,310
Utah 2,320 $55.16 $114,730
Vermont 380 $58.95 $122,620
Virginia 3,840 $78.93 $164,160
Washington 5,830 $68.55 $142,580
West Virginia 260 $45.46 $94,560
Wisconsin 2,980 $56.75 $118,040
Wyoming 30 $48.33 $100,540
Employment and Wages for Marketing Managers by State
Florida FL Texas TX New Mexico NM Arizona AZ Alaska AK California CA Nevada NV Utah UT Colorado CO Oregon OR Washington WA Idaho ID Hawaii HI Oklahoma OK Montana MT Wyoming WY North Dakota ND South Dakota SD Nebraska NE Kansas KS Minnesota MN Iowa IA Missouri MO Arkansas AR Louisiana LA Mississippi MS Alabama AL Georgia GA South Carolina SC Illinois IL Wisconsin WI Michigan MI Indiana IN Ohio OH Tennessee TN Kentucky KY North Carolina NC West Virginia WV Virginia VA Pennsylvania PA New York NY Maine ME Vermont VT New Hampshire NH Rhode Island RI Connecticut CT New Jersey NJ Delaware DE Massachusetts MA Maryland MD District of Columbia DC
Click Here to View The Full List of States
State Average Salary
Alabama $60,240
Alaska $65,610
Arizona $69,530
Arkansas $61,240
California $93,780
Colorado $75,640
Connecticut $80,570
Delaware $75,910
District of Columbia $81,620
Florida $82,920
Georgia $65,930
Hawaii $60,580
Idaho $77,700
Illinois $79,990
Indiana $63,500
Iowa $61,150
Kansas $63,910
Kentucky $59,500
Louisiana $60,360
Maine $67,750
Maryland $78,840
Massachusetts $72,640
Michigan $66,510
Minnesota $71,850
Mississippi $59,020
Missouri $62,780
Montana $69,390
Nebraska $59,880
Nevada $67,340
New Hampshire $64,030
New Jersey $70,750
New Mexico $65,540
New York $81,960
North Carolina $75,710
North Dakota $57,720
Ohio $63,930
Oklahoma $62,560
Oregon $70,850
Pennsylvania $67,140
Rhode Island $67,900
South Carolina $65,940
South Dakota $58,660
Tennessee $61,930
Texas $75,600
Utah $62,300
Vermont $70,730
Virginia $89,750
Washington $75,910
West Virginia $65,740
Wisconsin $63,140
Wyoming $61,270

One Marketer to Another

Isha Edwards Lead Generation Strategist

Isha Edwards is an idea catalyst, and lead generation strategist, who has a global perspective on economic development. Through EPiC Measures, Isha provides brand-driven marketing consulting services for individuals and organizations across 12 industries--including music, media, fashion, film, aviation, academia, professional services, and STEM. Cross-functional skills and experience in business management, business education, branding, marketing, and communications enables Isha to implement a practical, comprehensive approach to establishing, operating, and growing a business.
Why did you choose to go into marketing?

According to one of my mentors, I have been marketing all my life. When I reached a career crossroad, I took inventory of the things that piqued my interest and found that, since 3rd grade, I had 'sampled' every aspect of marketing from graphic design, advertising (I made commercials in 8th grade), communications, sponsored events, and freelance journalism (high school and college) to guerrilla tactics, PR/crisis management, sales, and customer experience. At that point, it made sense to pursue my passion. I have not looked back since.

Describe the range of services you provide to your clients.
  • Marketing strategy
  • Brand management
  • Marketing communications (includes social media and PR)
  • Business and marketing seminars & workshops
What is your marketing philosophy?

The purpose of marketing is to make an exchange of value for goods/services. Given the increasingly crowded, noisy marketplace, differentiation is vital. Therefore, work to align marketing strategy with business objectives. Also, focus on marketing tools that track and measure targeted marketing strategies versus implementing marketing tactics simply because big name company X or subject matter expert Y say so. This is especially true for social media marketing.

What skills are essential to marketing?

There are four types of marketers: technical, analytical, creative, and project managers. However, according to Scott Brinker, as of 2017, there are over 5,000 marketing technology tools that focus on skills in advertising and promotions, content and customer experience, social and relationship marketing, commerce and sales, marketing data, and marketing management. I admonish aspiring marketers to review Brinker's Martech 5000 Supergraphic and determine: what type of marketer they aspire to be and which of the six skill categories they are passionate about. For example, a career marketer may decide social and relationship marketing is their forte and work to be an analytical social media, CX or CRM marketer versus a creative social media marketer. The former focus is on campaign metrics and optimization while the latter focus is on audio-visual copy that commands attention.Industry or sector will help narrow focus. By default, aviation marketers use martech tools that entertainment and STEM marketers are not as likely to need or use.

How much contact do you have with your clients?

All clients have regular access when they have an active project. Otherwise, a benefit of service includes cross-promotional leads that create new business for the client and, subsequently, EPiC Measures. For the record, 'regular access' does not translate to a weekly flurry of emails or being on call. Agreeing on a scope of work ensures contact is within budget and timeline and that client contact, outside of a project, creates win-win value.

Is it important to choose a marketing specialty?

Yes! There is a shortage of nurses, teachers, air traffic controllers, and STEM pros – especially technical and analytical pros, but there is no shortage of marketers! There are over 5,000 martech tools and, via inbound.org, over 200K marketing professionals. Same as the crowded, noisy goods and services marketplace; marketing pros must differentiate.

What tips do you have for students who aren't sure which focus they would like best?

Intern, practice, or try your hand at all four types of marketing: technical, analytical, creative, and project management. You will default to your strength and passion. If you find that you are a marketing generalist, your career path will be ordered by opportunities. For example: if you start off in PR/communications in media, the next nearest opportunity may be media advertising and promotions. However, if you start of as a product manager in aviation, it will be difficult to switch to entertainment event promotions without garnering essential skills and experience that proves you are capable of meeting set goals.

What makes marketing an exciting career opportunity right now?

All things technology makes marketing an exciting—even lucrative—career opportunity right now. Augmented reality, virtual reality, artificial intelligence, IoT, big data, data analytics, business intelligence, customer experience, and customization are all disruptive trends that drive demand for a new type of marketer who commands a starting salary of $75K to $120.

What does continuing education look like for you?

I am an analytical marketer, so I am focused on learning data-related tools like Tableau. My continuing education will continue to align with advancements in business technology.

What software do you think every marketer should learn?

Consider this: Once upon a time, knowing WordPerfect was a special skill until Microsoft Word came along. In 2005, Apple introduced Numbers, Pages and Keynote, but pricing (accessibility) stifled growth. Today, Google Docs is that special skill, and so is being fluent in Apple, Microsoft, and Google software. It is 2018, and marketers no longer have to know Adobe to create branded graphics for social media or blogs, for example. Although it's ideal to hire a graphic designer, or learn Adobe, for print ads and logos, Canva is an inexpensive, DIY SaaS tool. Will Salesforce, Pardot, or HubSpot be around in 5-10 years, or will they be bought by another, robust sales/CRM company? Learn the software that will help you do your job plus two others. Learn software within a given marketing skill category, but remain agile. Since career choice is tied to livelihood, master the software that will keep you famous or in high demand, i.e., employable in three to five-year increments.

How important is networking and what are some easy ways to stay connected to other marketers in your community?

Network = net worth! Network with marketers for professional development and to discover trends or best practices. Groups like Creative Morning are highly social and informative. Whereas, networking via the American Marketing Association is formal as well as business and marketing research driven. It is always great to stay ahead of marketing trends, tools, and tactics. However, the best way to network is by sector. If you plan to be in entertainment marketing, a CPG conference is not the best place to network – unless the demographic includes branded entertainment CPG pros. Health care marketing is not the same as aviation marketing. Strike a balance between networking by discipline and by sector.

How do you stay up to date with the latest advancements and technology in the marketing world?

I join SaaS, startup, and STEM groups. I also subscribe to what I call 'reference resources,' which are usually publications or subject matter experts whose primary purpose is to track martech news. Media Post, Clarity, Techcrunch.com, and Inbound.org are examples.

What are some practical tips to prepare for an interview?

Cut and paste the job description into a Word or Google Doc then cut and paste the sections of your resume that prove that you meet or exceed job requirements. Doing so will help you remember your talking points during the interview--iterating to hiring officials that you have what they want. Leave room for psychological, emotional intelligence, personality, and character questions, which you should answer with integrity. Otherwise, simplify the process and try to get to the point of the interview very quickly: Why and how are you the best fit? PR/Communications and advertising marketers are really good at redirecting, so practice interviewing with a marketer who is use to drilling down, creating spin, or accentuating the positive. Lastly, smile a lot.

Scholarships for Marketing Majors

Marketing thrives on innovation, and organizations of all types are always looking for the next generation of marketers who will move the industry forward. Accordingly, businesses and other professional organizations offer a wide selection of scholarships for marketing students of all levels, some of which are detailed below.

Marketing Scholarships for Associate Degree Students

FormSwift Startup Scholarship Program

Who Can Apply: This unique scholarship rewards students who create a compelling business plan for a startup, restaurant, nonprofit, transportation, or clothing company. Marketing majors are encouraged to apply. The scholarship is open to students of all academic levels.
Amount: $1,000

Lawrence G. Foster Award

Who Can Apply: Open to members of the Pubic Relations Student Society of America, this scholarship requires students to submit a faculty letter of recommendation and an essay on the concept of excellence in public relations.
Amount: $1,500

Marketing Scholarships for Bachelor's Degree Students

Axia Public Relations Scholarship

Who Can Apply: The public relations firm Axia offers this scholarship for qualified undergraduate students of junior or senior standing. Applicants must demonstrate financial need and dedication to a PR career. Applicants should also have PR experience such as internships, volunteerism, or employment.
Amount: $2,000

Ofield Dukes Multicultural Student Award

Who Can Apply: Intended for marketing and public relations students of African-American, Alaskan Native, Asian, Hispanic/Latino, Native American, or Pacific Islander ancestry, this undergraduate scholarship is available to applicants entering their junior year with a GPA of 3.0 or higher.
Amount: $1,000

Michael A. Burgess Marketing Scholarship

Who Can Apply: Members of the Kappa Alpha Psi fraternity are eligible to apply for this scholarship, intended specifically for marketing students. Applicants must be marketing majors with at least junior standing and a GPA of at least 3.0.
Amount: $1,000

Marketing Scholarships for Master's Degree Students

Floyd Mayweather Jr. Foundation Scholarship

Who Can Apply: This scholarship is open to female students in their first year of graduate school who plan to pursue a career in the sports or the entertainment industry. Both marketing and public relations students with a minimum GPA of 2.75 are eligible to apply.
Amount: $1,000

Neumeier Family Leadership Award

Who Can Apply: Intended for members of the Public Relations Student Society of America (PRSSA), this scholarship rewards graduate students who have demonstrated leadership within PRSSA or other organizations.
Amount: $1,000

WPP Graduate Fellowship

Who Can Apply: Advertising and public relations giant WPP offers this elite fellowship, which places students with marketing agencies all over the world. Open to marketing and MBA graduate students, this highly competitive fellowship requires significant academic achievement and demonstration of marketing aptitude.
Amount: Varies

Marketing Scholarships for Doctoral Degree Students

Valuing Diversity Ph.D Scholarship

Who Can Apply: Founded to support underrepresented groups in the marketing industry, this doctoral scholarship is open to applicants of African-American, Hispanic, and Native American descent. Applicants must be enrolled in an accredited doctoral marketing program and have completed at least one year of study.
Award: $1,000

MSI Research Support Grants

Who Can Apply: The Marketing Science Institute offers research grants on a rolling basis, with particular interest in projects that align with the institute's research priorities. Preferred topics include quantitative models to understand causality and analysis of changing decision processes.
Award: Varies

Resources for Marketing Students

General Guide

  • Marketing Resources: We have compiled a collection of the best academic journals, websites, and open courses available to those in marketing.

Marketing Software for Students

Marketers use an assortment of information tools and software programs to stay abreast of changes in the field. It's vital to stay up to date on the latest marketing software, including the five platforms listed below.

  • Marketo: Marketo is an automation tool used to manage various dimensions of marketing. Users are able to communicate with customers, track analytic data, integrate social media, and create digital ads.
  • Vocus: Intended to augment promotional campaigns, Vocus' software focuses on the intersection of public relations, marketing, and digital content. The company offers programs for databases, distribution, monitoring, and analytics.
  • HubSpot: HubSpot focuses on inbound marketing strategies for attracting customers. The company offers several software packages, including programs to facilitate customer relationship management, marketing, and sales.
  • Sailthru: This marketing automation software focuses on personalized email creation, website personalization, and mobile management. Sailthru also provides analytics services for consumer prediction and retention.
  • SEMrush: SEMrush functions as a comprehensive marketing platform for organizations of all size, with a primary focus on search engine optimization. Its extensive toolkit allows marketers to perform keyword research and search position analysis.

Professional Marketing Organizations

Given the ever-shifting nature of the marketing industry, professionals need to work together to share skills, information, and other resources. Marketers can take advantage of several prestigious trade organizations that bring like-minded professionals together to network and exchange ideas. Encouraging a culture of innovation and community, these organizations offer a wide selection of benefits, including professional conferences, educational resources, mentorships, scholarships, networking opportunities, and professional certifications. The groups below represent some of the top marketing organizations both nationally and worldwide.

  • The American Marketing Association (AMA): Composed of more than 30,000 members around the country, AMA is the country's premier professional marketing organization. The association provides comprehensive conferences, education and training, job search resources, professional certifications, and several trade journals.
  • The Internet Marketing Association (IMA): Founded in 2001, IMA is dedicated to internet marketing. The association boasts over 1,000,000 members worldwide. IMA offers a platform for global professionals to share knowledge. The association hosts special subdivisions like the Women's Leadership Group.
  • The Association of Strategic Marketing: Focusing primarily on continuing education resources, ASM offers training events, seminars, live webinars, and scholarly resources. The association also administers the Certificate of Marketing Merit and provides funding to academic marketing research projects.

2018 Accredited Programs

Top Bachelor's in Internet Marketing
Rank School State Degree Cost
1 Appalachian State University NC Bachelor of Science in Communication with Advertising Concentration $10,167
2 California Baptist University CA Bachelor of Arts in Graphic Design and Digital Media $25,875
3 Oregon State University OR Bachelor of Arts in Business Administration with a specialization in Digital Marketing or Bachelor of Science in Business Administration with a specialization in Digital Marketing $19,484
4 Arizona State University-Tempe AZ Bachelor of Arts in Mass Communication and Media Studies $13,007
5 National University CA Bachelor of Arts in Integrated Marketing Communications $22,377
6 New York University NY Bachelor of Science in Digital Communications and Media $35,147
7 Pennsylvania State University-World Campus PA Bachelor of Design in Digital Multimedia Design $23,129
8 University of Maryland-University College MD Bachelor of Science in Digital Media and Web Technology $12,483
9 Southeastern University FL Bachelor of Science in Digital Media and Design N/A
10 Granite State College NH Bachelor of Science in Digital and Social Media $13,922
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Top Bachelor's in Marketing
Rank School State Degree Cost
1 University of Florida FL Bachelor of Science in Public Relations $14,761
2 Florida International University FL Bachelor of Business Administration with a Concentration in Marketing $12,966
3 University of Minnesota-Twin Cities MN Bachelor of Science in Marketing $16,242
4 Pennsylvania State University-Main Campus PA B.S. in Marketing $25,055
5 Western Governors University UT Bachelor of Science in Marketing Management $9,115
6 Fashion Institute of Technology NY Bachelor of Science in International Trade and Marketing for the Fashion Industries $10,430
7 Colorado State University-Global Campus CO Bachelor of Science in Marketing $15,184
8 Oregon State University OR Bachelor of Arts in Business Administration with an option in Digital Marketing or Bachelor of Arts in Business Administration with an option in Marketing or Bachelor of Science in Business Administration with an option in Digital Marketing or Bachelor of Science in Business Administration with an option in Marketing $19,484
9 University of Alabama at Birmingham AL Bachelor of Science in Marketing $16,092
10 East Carolina University NC Bachelor of Science in Business Administration with a concentration in Marketing $12,817
11 Appalachian State University NC Bachelor of Science in Communication, Advertising $10,167
12 Florida Atlantic University FL Bachelor of Business Administration in Marketing $11,303
13 Arizona State University-Tempe AZ Bachelor of Science in Marketing $13,007
14 Regis University CO Bachelor of Science in Marketing $26,505
15 Dallas Baptist University TX Bachelor of Business Administration major in Marketing or Bachelor of Business Studies major in Marketing $24,669
16 California Baptist University CA Bachelor of Science in Marketing $25,875
17 Nova Southeastern University FL B.S. or B.A. in Marketing $25,344
18 University of Massachusetts-Amherst MA BBA in Marketing $20,093
19 Concordia University-Saint Paul MN Bachelor of Arts in Marketing $19,499
20 Minot State University ND Bachelor of Science in Marketing $9,987
21 New Mexico State University-Main Campus NM BBA in Marketing $10,213
22 Temple University PA Bachelor of Business Administration Major in Marketing $21,237
23 Kennesaw State University GA BBA in Marketing $17,441
24 University of Wisconsin-Whitewater WI Bachelor of Business Administration - Marketing $12,849
25 Old Dominion University VA Bachelor of Science in Business Administration with a major in Marketing $15,218
26 Harding University AR B.B.A in Marketing $18,372
27 Cleary University MI B.B.A. in Marketing $12,173
28 Brenau University GA Bachelor of Business Administration in Marketing $19,650
29 University of Memphis TN Bachelor of Business Administration with a concentration in Marketing Management $13,291
30 Fort Hays State University KS Bachelor of Business Administration in Marketing $11,993
31 City University of Seattle WA BSBA in Marketing 15184
32 Wilmington University DE Bachelor of Science in Marketing $14,471
33 University of Mary ND Bachelor of Arts in Marketing or Bachelor of Science in Marketing $16,746
34 University of Louisiana at Monroe LA Bachelor of Business Administration in Marketing $9,145
35 University of Maryland-University College MD Bachelor of Science in Marketing $12,483
36 Florida Institute of Technology-Online FL B.A. - Business Administration, Marketing 15184
37 Azusa Pacific University CA Bachelor of Arts in Management with an emphasis in Digital Marketing $28,506
38 The University of Texas of the Permian Basin TX Bachelor of Business Administration in Marketing $9,109
39 Southwestern Assemblies of God University TX Bachelor of Science in Business Marketing $25,466
40 Bushnell University OR Business Administration - Marketing $19,894
41 Texas State University TX Bachelor of Business Administration with a Major in Marketing $12,647
42 University of Massachusetts-Dartmouth MA Bachelor of Science in Marketing $16,898
43 Bellevue University NE Bachelor of Science in Marketing $6,349
44 West Texas A & M University TX Bachelor of Business Administration with Major in Marketing $12,022
45 Northern Kentucky University KY Bachelor of Science in Business Administration - Marketing $8,910
46 Southern New Hampshire University NH Bachelor of Science Business Studies in Marketing $34,984
47 Saint Leo University FL B.A. Business Administration - Marketing Specialization $21,296
47 Davenport University MI Marketing, BBA $16,742
49 Troy University AL Bachelor of Science in Business Administration in Global Business with a concentration in Marketing $10,283
50 Columbia College MO B.A. in Business Administration, B.S. in Business Administration, Marketing Management Certificate $27,020
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Top MBA in Marketing
Rank School State Degree Cost
1 University of North Carolina at Chapel Hill NC MBA in Marketing $10,077
2 University of Florida FL MBA in Marketing $14,761
3 Babson College MA MBA in Marketing $27,453
4 Carnegie Mellon University PA MBA in Marketing $35,250
5 North Carolina State University at Raleigh NC MBA in Marketing $13,066
6 University of Maryland-College Park MD MBA in Marketing $15,757
7 Lehigh University PA MBA in Marketing $27,478
8 Villanova University PA MBA in Marketing $33,270
9 Touro University Worldwide CA MBA in Marketing $10,572
10 The University of Texas at Dallas TX MBA in Marketing $10,254
11 Stevens Institute of Technology NJ MBA in Marketing $37,168
12 Pepperdine University CA MBA in Marketing $39,637
13 Webster University MO MBA in Marketing $24,717
14 American University DC MBA in Marketing $31,758
15 Brandman University CA MBA in Marketing $15,184
16 New Jersey Institute of Technology NJ MBA in Marketing $15,406
17 Colorado State University-Fort Collins CO MBA in Marketing $16,232
18 Golden Gate University-San Francisco CA MBA in Marketing $15,184
19 Nova Southeastern University FL MBA in Marketing $25,344
20 Liberty University VA MBA in Marketing $24,794
21 Regis University CO MBA in Marketing $26,505
22 Syracuse University NY MBA in Marketing $31,823
23 University of Alabama at Birmingham AL MBA in Marketing $16,092
24 Northeastern University MA MBA in Marketing $29,998
25 Azusa Pacific University CA MBA in Marketing $28,506
26 Dallas Baptist University TX MBA in Marketing $24,669
27 Montclair State University NJ MBA in Marketing $15,131
28 University of Massachusetts-Amherst MA MBA in Marketing $20,093
29 Missouri State University-Springfield MO MBA in Marketing $14,862
31 East Carolina University NC MBA in Marketing $12,817
32 The University of Texas at Tyler TX MBA in Marketing $12,492
33 Bryan College-Dayton TN MBA in Marketing $16,431
34 City University of Seattle WA MBA in Marketing $15,184
35 California Lutheran University CA MBA in Marketing $29,038
36 Averett University-Non-Traditional Programs VA MBA in Marketing $23,737
37 University of Nebraska-Lincoln NE MBA in Marketing $16,462
38 Temple University PA MBA in Marketing $21,237
39 University of Houston-Victoria TX MBA in Marketing $10,995
40 Washington State University WA MBA in Marketing $17,815
41 Benedictine University IL MBA in Marketing $20,017
42 Florida Institute of Technology FL MBA in Marketing $31,582
43 Central Michigan University MI MBA in Marketing $14,275
44 University of Cincinnati-Main Campus OH MBA in Marketing $19,978
45 National University CA MBA in Marketing $22,377
46 Endicott College MA MBA in Marketing $34,509
47 Mercer University GA MBA in Marketing $20,692
48 Bellevue University NE MBA in Marketing $6,349
49 University of Kansas KS MBA in Marketing $18,014
50 University of North Texas TX MBA in Marketing $10,424
52 Concordia University-Wisconsin WI MBA in Marketing $25,764
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