Guide To An Online Marketing Degree

Consumer behavior courses examine the purchasing process from the consumer point of view, looking at how and why people buy goods and services. Students also examine how different situations and markets influence buying behaviors and responses.

Brand messaging courses explore how organizations develop branding and improve brand strength. Learners evaluate ways of creating communication materials to help meet campaign and organizational goals.

Social media marketing courses teach students how to develop and roll out social media campaigns. Coursework covers major digital platforms, such as Facebook, Twitter, and YouTube, examining how different forms of media change the messaging approach.

Marketing analytics courses look at the different analytical methods, applications, software, and programs used by marketing professionals. Students may explore how the field uses information to improve decision-making, market assessments, campaign evaluation, and risk management.

In business decision-making courses, students learn how organizations make better and more informed decisions. They look at the different technologies and strategies available and how unique situations influence choices. Some courses focus on how marketing in particular can affect decision-making within organizations.

In this course, students learn how marketing professionals develop pricing strategies for goods and services. They evaluate how market research, consumer group analysis, value creation, and internal organizational inputs all contribute to creating effective and dynamic pricing.

Global brand strategy courses examine how international and multinational brands manage marketing campaigns. Students learn about social, cultural, legal, and political differences and how they impact campaign decisions and processes. Learners also analyze the influence of taxes and international trade agreements on branding.

Project management courses provide students with the skills needed to oversee large projects and teams within an organization. Covered topics include training and development, work delegation, risk management, budgeting, performance evaluation, and quality assurance.

This course explores the role of marketing in advancing social initiatives within various communities. Coursework covers major contemporary social issues, such as racial equality, health improvement, and environmental sustainability. Students learn how to incorporate social issues into marketing campaigns and how these campaigns alter consumer behaviors.

Visual marketing courses cover the entire planning process for creating a visual experience for consumers. Coursework covers packaging, advertisements, retail displays, and other promotional materials. Students learn how to connect graphic designs with brand strategies, organizational messaging, and target markets.

This specialization delves into the processes used by market research specialists to gather information on consumer groups, such as survey development, canvassing strategies, social media, and data analysis. Learners also discuss methods for interpreting data and applying data to campaign strategies.

Median Annual salary: $63,790

Marketing management specializations provide learners with the leadership skills needed to run a marketing project, team, or department. Students learn to work within an organizational structure, develop campaigns, and create competitive advantages. They also study how to train and develop staff, build a company brand, and incorporate diversity.

Median Annual salary: $135,900

Public relations specializations teach students to handle public relations tasks and teams. They learn how to develop communication plans, materials, and strategies. Other skills include organizing events, performing quality control, and managing crises. Some courses delve into specific industries, such as politics, nonprofits, and public affairs.

Median Annual salary: $61,150

Fundraising management specializations teach learners how to connect with donors, develop fundraising campaigns, and create promotional materials. Coursework covers how social initiatives can pair with an organization or a branding strategy to generate interest and increase donations.

Median Annual salary: $116,180

Advertising specializations focus on creating effective advertising pieces and campaigns that fit an overall brand strategy or organizational culture. Students learn the principles and major practices in the field. Topics include communications planning, digital advertising, and interactive messaging.

Median Annual salary: $53,310

Marketing managers oversee marketing teams and departments within organizations. They plan and develop campaigns, handle advertising contracts, and establish market research strategies. These professionals also identify target markets, assess opportunities and risks, and work with other departments to ensure consistent messaging.

Marketing managers need a bachelor's degree and relevant experience. Employers may prefer candidates with a master's.

Salary: $135,900

Market research analysts study market conditions and consumer groups to identify opportunities for product and service launches. They research what consumers want, how much they will pay, and how they might respond to a marketing campaign.

Marketing research analysts typically need a bachelor's or master's degree.

Salary: $63,790

Public relations specialists oversee various components of an organization's public image. They create communications, handle social media accounts, and respond to questions from the media. They may also work with investors and consumer groups.

Public relations specialists typically need a bachelor's degree.

Salary: $61,150

Public relations managers take charge of developing and maintaining an organization's public image. They help establish brand messaging, target audiences, and corporate communications. They oversee PR teams and delegate tasks.

Public relations managers typically need a bachelor's degree, although some employers may look for candidates with a master's degree.

Salary: $116,180

Advertising sales agents sell advertising space and handle advertising client accounts. They work with organizations to explain how advertising can improve revenues and operations and discuss promotional design and materials.

Advertising sales agents typically need some higher education, such as an associate degree, although some employers seek out candidates with a bachelor's degree.

Salary: $53,310

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 third grade, I had sampled every aspect of marketing, from graphic design, advertising, communications, sponsored events, and freelance journalism 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 and workshops

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.

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 encourage 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.

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.

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 over 200,000 marketing professionals. Same as the crowded, noisy goods and services marketplace, marketing pros must differentiate.

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 nearest opportunity may be media advertising and promotions. However, if you start off as a product manager in aviation, it will be difficult to switch to entertainment event promotions without garnering essential skills and experience that prove you are capable of meeting set goals.

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 $75,000-$125,000.

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.

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.

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 (employable in five-year increments).

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. Networking through 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. Healthcare marketing is not the same as aviation marketing. Strike a balance between networking by discipline and by sector.

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.

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 used to drilling down, creating spin, or accentuating the positive. Lastly, smile a lot.

Who Can Apply: This unique scholarship rewards students who create a compelling business plan infographic 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

Who Can Apply: Open to members of the Public 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

Who Can Apply: The public relations firm Axia offers this scholarship for qualified juniors and seniors. Applicants must demonstrate financial need and dedication to a PR career. Applicants should also have PR experience through internships, volunteerism, employment, or other opportunities.

Amount: $2,000

Who Can Apply: Intended for marketing and public relations students of African American, Alaskan Native, Asian, Hispanic/Latino, Native American, and 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

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

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

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

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

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-$2,500