What Can You Do with a Marketing Degree: 10 Career Paths

Academically reviewed by Dr. Brian Simpson
2 people looking over mans shoulder as he works on computer

With a marketing degree, you’re prepared to tackle the complexities of the marketing landscape, offering valuable insights and strategies that drive business growth. This education empowers you to analyze market trends, craft compelling marketing campaigns, and build strong brand identities, positioning you as a key player in shaping the success of any business.

What is Marketing?

Essentially, marketing is the practice of selling audiences on specific products or services, including market research and advertising. It involves understanding consumer needs and developing strategies to communicate the value of a product or service to a specific target audience with the ultimate goal of driving sales and fostering strong brand loyalty.

You may be familiar with traditional marketing efforts, typically including offline strategies like print ads, billboards, TV, and radio commercials. These efforts focus on reaching a broad audience and are often less interactive. On the other hand, digital marketing often uses online platforms like social media, websites, email, and search engines to engage with consumers directly and in real time.

If you’re interested in pursuing a bachelor’s degree in marketing, it’s important to understand both areas. Traditional marketing offers foundational knowledge and skills in communication and consumer behavior, while digital marketing teaches how to use technology to analyze data, target specific audiences, and measure campaign effectiveness in the digital landscape.

people huddled over a project

Diverse Career Paths Available with a Marketing Degree

In the field of marketing, the diversity of roles, from Advertising Account Executives to SEO Managers, reflects the dynamic nature of the industry. Salaries and job outlooks for these positions can vary significantly based on the specific occupation, industry, and individual role responsibilities. According to the Bureau of Labor Statistics, marketing-related occupations generally offer competitive salaries, with the median annual wage for marketing managers around $140,040 in May 2022.

However, the salary for specific marketing roles can fluctuate depending on the company size, geographic location, and level of expertise required. The job growth outlook in the marketing industry is promising, especially as more businesses gain a digital presence. Let’s dig into some specific occupations you may want to consider with a marketing degree.

1. Advertising Account Executive

An Advertising Account Executive acts as the liaison between an advertising agency and its clients, ensuring that advertising campaigns meet the client’s needs and budget. Key responsibilities include client communication, project management, and campaign strategy implementation.

2. Digital Marketer

Digital Marketers develop strategies to promote brands, products, or services online through various digital channels. They focus on generating leads, increasing brand awareness, and driving sales.

3. Market Researcher

Market Researchers are typically responsible for gathering and analyzing data on consumers and competitors, providing insights to inform marketing strategies and business decisions. Responsibilities include conducting surveys, interpreting data, and presenting findings.

4. Marketing Executive

Marketing Executives oversee a company’s marketing campaigns and strategies to promote products or services. They manage market research, product development, and promotional activities.

5. Media Buyer

Media Buyers negotiate and purchase advertising space and airtime on behalf of clients. They aim to reach the largest target audience at the lowest cost. Key duties include market research, negotiating contracts, and monitoring advertising effectiveness.

6. PPC Specialist

PPC (Pay-Per-Click) Specialists manage online paid advertising campaigns, focusing on optimizing ad spend and maximizing return on investment. Responsibilities include keyword research, campaign analysis, and bid management.

7. Public Relations Officer

Public Relations Officers manage the public image and communications of an organization. They handle media relations, press releases, and public events.

8. Sales Promotion Account Executive

These professionals focus on creating and implementing promotional campaigns to boost sales and enhance customer engagement. They work closely with clients to develop promotional strategies and measure their success.

9. SEO Specialist

SEO (Search Engine Optimization) Specialists optimize website content in order to rank higher in search engine results and drive organic traffic. Key responsibilities include keyword research, content optimization, and performance analysis.

10. Social Media Manager

Social Media Managers develop and implement marketing strategies on social platforms to enhance brand presence and engage with the audience. They create content, manage posts, and analyze engagement data.

Master of Science in Marketing Program Page

Essential Skills for Marketing

Earning a marketing degree equips you with a various skills that are highly valuable in the industry. When creating your resume, it’s important to demonstrate these key competencies to showcase that you’re fit for a marketing role:

  • Market Research and Analysis: Highlight your ability to execute comprehensive market research and analyze market trends to inform strategic decisions. This helps demonstrate your ability to understand and anticipate market needs.
  • Digital Marketing Strategies: Demonstrate your skill in creating and implementing digital marketing campaigns on platforms like SEO, PPC, and social media to boost audience engagement and increase sales.
  • Brand Management: Emphasize your skills in managing and developing a brand’s presence, including creating brand guidelines, marketing components, and monitoring brand voice and tone.
  • Data Analytics: Detail your proficiency in using analytics tools, like Adobe or Google Analytics, to track campaign performance, interpret data, and make evidence-based recommendations to optimize marketing efforts.
  • Communication and Content Creation: Feature your ability to create compelling content for diverse marketing channels and communicate effectively with important stakeholders to align on objectives and goals.
  • Project Management: Illustrate your ability to manage marketing projects from beginning to end, coordinate with cross-functional teams, and ensure everything happens on time and within budget.

Industries Employing Marketing Graduates

A marketing degree opens doors to various sectors, each offering unique opportunities to apply your skills and knowledge:

  • Advertising and PR agencies: These firms are the powerhouses of creative and strategic communication. Marketing professionals can work on diverse campaigns, handling everything from market research and brand strategy to digital advertising and public relations for a variety of industry clients.
  • Consumer and financial companies: In this industry, marketing roles focus on promoting products and services directly to consumers or businesses. These often strongly emphasize understanding customer behavior, product promotion, and sales strategies.
  • Not-for-profit and governmental organizations: Marketing in these organizations often involves raising awareness, driving public engagement, and supporting fundraising efforts. The focus is on creating campaigns that effectively communicate the organization’s mission and values to the public and potential investors.

Continuing Education and Professional Development

Advancing in the marketing field often involves further studies and professional development beyond a bachelor’s degree:

  • Postgraduate Education: Pursuing a master’s degree in marketing or a related field can strengthen your understanding of advanced marketing theories and practices. Specialized programs like an MBA with a focus on marketing or a Master of Science in Marketing offer in-depth knowledge and strategic skills that can elevate your career to executive levels.
  • Industry Certifications: Marketing professionals looking to specialize or update their skills can take advantage of a variety of certifications available. Certifications in digital marketing, analytics, content marketing, and social media management, offered by various institutes and organizations, can enhance their expertise and credibility in specific marketing areas.
  • Professional Associations: Joining professional associations, such as the American Marketing Association (AMA) or the Chartered Institute of Marketing (CIM), provides access to many resources, including networking opportunities, industry publications, and professional development events. Membership in these organizations can help you stay current with industry trends and best practices while also expanding your professional network.

Is Marketing Right for Me?

If you want to understand consumer behavior, create compelling campaigns, and analyze market trends, a marketing degree could be right for you. Deciding if marketing is the right fit for you depends on several factors:

  • Interest in Consumer Behavior: If you are fascinated by what drives people to buy products or use services, marketing might be a good fit. It involves understanding and influencing consumer decisions.
  • Creativity and Innovation: Marketing often requires creative thinking to develop campaigns that capture attention and resonate with the target audience. If you enjoy being creative and thinking outside the box, marketing could be rewarding.
  • Analytical Skills: Along with creativity, marketing requires analyzing data to make informed decisions. If you have a knack for interpreting and using data to strategize, marketing can offer a fulfilling career path.
  • Adaptability: The marketing industry is dynamic, with evolving trends and technologies. Being flexible and open to learning new skills will help you succeed in marketing.
  • Communication Skills: Effective communication skills are an important part of marketing, whether it’s crafting compelling messages, presenting ideas, or collaborating with a team.

If these points resonate with you, and you’re drawn to a career that blends creativity with strategy and analysis, marketing could be the right path for you.

Bachelor of Arts in Integrated Marketing Communications Program Pages

Pursuing a Marketing Degree

A bachelor’s degree in marketing offers a solid foundation for a career path in the versatile marketing field. It provides you with critical skills in consumer behavior analysis, creative campaign development, strategic planning, and data-driven decision-making. An education at National University will equip you with the adaptability and diverse skill set gained from a Bachelor of Science in Marketing. This will prepare you to navigate the complexities of the marketing industry and succeed in the various marketing roles that drive business growth and innovation.


With a marketing degree, you can pursue a variety of career paths, such as digital marketing, brand management, market research, advertising, public relations, sales, content strategy, and social media management. Your career can evolve from entry-level positions like marketing coordinator to senior roles like marketing director or chief marketing officer, depending on your skills, interests, and experience.

Yes, majoring in marketing is a good idea if you are interested in understanding consumer behavior, creating compelling campaigns, and analyzing market trends. It offers a dynamic career with the potential for creativity and strategic thinking, and the skills you gain are applicable in virtually every industry.

Absolutely. A marketing degree can lead to rewarding and well-paid jobs in various sectors, including technology, healthcare, entertainment, retail, and more. The versatility of marketing skills means you can find opportunities in both the private and public sectors, with potential for significant career growth.

Absolutely. A marketing degree can lead to rewarding and well-paid jobs in various sectors, including technology, healthcare, entertainment, retail, and more. The versatility of marketing skills means you can find opportunities in both the private and public sectors, with potential for significant career growth.

Learn More About Our University and Scholarships

Join our email list!

Recent Resources

Your passion. Our Programs.

Choose an Area of Study

Your passion. Our Programs.

Select a degree level

View Programs