Online Degrees in Marketing
Can corporations focus on maximizing profits and customer satisfaction at the same time? Do these two facets of business have to be mutually exclusive? Marketing experts know how to navigate this gray area, finding the delicate balance between making profits and building a good relationship with consumers. Applying effective pricing strategies, media communications and targeted research are just some of the ways marketers enhance a brand’s value.
The College Board reports that marketing professionals need to be creative, have leadership abilities and be able to communicate well with different members of their team as well as the public. An online marketing degree program can help you develop these vital skills. An added benefit offered by online degree programs is that you learn to collaborate with your peers through discussion forums and email, a trait that can be extremely useful for marketing professionals in today’s digital age.
As most marketing topics are theoretical, online marketing degree programs can suit individuals who need a flexible study schedule due to work, family or other commitments and can work well for recent high school graduates, working professionals and career changers looking to gain or advance their college education.
What can you do with a marketing degree?
Marketing professionals don’t just create advertisements — they play a critical role in helping companies anticipate consumer demand, identify the right products and services for diverse customer segments, and develop brand recognition and loyalty. There are various jobs you can get with a marketing degree. A few occupations and their related duties are:
Sales managers:
- Monitoring customer choices and habits to target sales campaigns accordingly
- Developing sales plans to acquire new customers or retain old ones using a variety of different sales techniques
- Training, advising and recruiting sales representatives and other members of their teams
Market research analysts:
- Gathering and analyzing data on consumers, competitors and market trends
- Monitoring and projecting sales and marketing trends
- Creating reports and communicating their findings to clients and management
Advertising, promotions and marketing managers:
- Estimating the demand for a company’s products and services and comparing it with competitors
- Working with sales, public relations and product development staff to develop pricing strategies to ensure customer satisfaction and company profitability
- Creating marketing plans for company products and services
Occupations and Career Outlook
The jobs you can get with a marketing degree can vary depending on the industry you work in along with your previous work experience and degree. These include positions in multinational corporations, government agencies, nonprofit organizations, and colleges and universities. The Bureau of Labor Statistics (BLS) predicts that the employment growth is likely to vary by occupation.
The table below lists the various occupations related to the field along with projected job openings, average wages and job outlook for 2016-2026 using data from the BLS.
Career | Employment | Median Salary | Projected Job Growth |
|---|---|---|---|
| Marketing Managers | 270,200 | $ 154,470 | 6% |
| Public Relations and Fundraising Managers | 88,0000 | $118,430 | 9% |
| Sales Managers | 433,800 | $132,290 | 4% |
| Advertising and Promotions Managers | 22,490 | $147,560 | 4% |
Choose a degree that can help you meet your career goals
Online marketing degree programs can be offered as a specialization within a business degree program or as dedicated, stand-alone degree programs. The time taken to complete each degree can vary allowing you to tailor your education to align with your career goals and your lifestyle.
Certificate programs may help you add marketing abilities to your existing skillsets while associate degree programs can equip you with the knowledge needed for entry-level jobs in the industry.
Earning an online bachelor’s degree in marketing may qualify you for a wide range of marketing careers while masters’ and a doctoral degree may allow you to move into executive management positions in the industry.
Take a look at the education level most marketing managers have:
Online Certificate Programs in Marketing
What can I expect to learn in an online certificate program?
Online certificate programs in marketing can introduce you to the fundamental principles of marketing and can give you the skills to apply them practically.
Typical duration: Up to one year of part-time study
General prerequisites: High school diploma or GED
Typical coursework: Topics may help you understand the driving factors behind consumer behavior, how target markets are defined, modern marketing practices and communication. Some courses you may take are:
- Digital marketing
- Integrated marketing communications
- Introduction to advertising
- Introduction to market research
- Principles of marketing
What can I do after earning a certificate?
A marketing certificate can allow you to apply marketing skills to your existing job role or make you eligible for basic jobs in the marketing industry. You may also be able to transfer the credits you earn toward an online marketing degree. Potential occupations are:
- Advertising associate
- Copywriter
- Media planner
- Wholesale and manufacturing sales representative
Online Associate Degrees in Marketing
What can I expect to learn in an online bachelor’s degree program?
Online marketing associate degree programs can equip you with the skills to act as a liaison between your company and its consumers. You can learn to build lasting relationships that produce satisfied customers and profitable companies.
Typical duration: Up to two years of full-time study
General prerequisites: High school diploma or GED
Typical coursework: Topics normally aim to improve your business knowledge with a focus on marketing activities such as advertising, research, customer service, retailing, packaging and distribution. Some courses you may take are:
- Advertising and promotions
- Customer service
- Introduction to business
- Mobile and email marketing
- Social media and marketing communications
Possible electives: Human resource management; principles of management; small business management
What can I do after earning an associate degree?
An associate degree can pave the way for earning your bachelor’s degree or can make you eligible for entry-level roles in marketing and sales. Potential occupations include:
- Advertising sales agent
- Search engine strategist
- Social media manager
Online Bachelor’s Degrees in Marketing
What can I expect to learn in an online bachelor’s degree program?
A degree program at this level can help give you the knowledge necessary to effectively study market conditions and consumer demand. You can learn to ensure that your company earns both positive recognition and a satisfied customer base.
Typical duration: Up to four years of full-time study
General prerequisites: High school diploma or GED
Typical coursework: Topics at this level explore marketing in greater depth than in an associate degree program. Students may learn how businesses market their products and services internationally, to other businesses and conduct research to help in their marketing strategies. Some courses you may find included in your curriculum are:
- Applied marketing management and leadership
- Competitive marketing strategy
- Consumer behavior
- Marketing strategy
- Services marketing strategy
You may also have to complete a capstone course as a part of your degree program
Possible electives: Global marketing; advertising management; retailing
What can I do after earning a bachelor’s degree?
Individuals who earn a bachelor’s degree in marketing may qualify for a wide range of careers. In fact, according to the BLS, many employers prefer candidates to have a bachelor’s degree as a minimum qualification. Potential occupations are:
- Field researcher
- Market Research Analyst
- Marketing manager
- Merchandiser
- Sales manager
Online Master’s Degrees in Marketing
What can I expect to learn in an online master’s degree program?
A master’s degree program can teach you how to nurture a brand and expand its reach, develop messages that reach specific demographics, and create marketing plans that take advantage of traditional and/or new media. You can learn advanced tactics on how to achieve this like crafting a strong brand, enticing new customers with targeted marketing communications, and mitigating problems with timely, thoughtful public relations campaigns.
Typical duration: Up to two years of full-time study
General prerequisites: Bachelor’s degree
Typical coursework: Subjects of study include brand management, marketing analytics, supply chain management and international marketing. Some topics you may find included in your program are:
- Brand and product management
- Ethical and legal issues in marketing
- From marketing strategy to execution
- Optimizing marketing performance
- Relationship marketing
You may have to complete a master’s thesis or a capstone project as a part of your program.
Possible electives: Electives may be based on your chosen specialization
What can I do after earning a master’s degree?
Many individuals earn their master’s degree while maintaining a job in order to better qualify for management positions in their field. You may be eligible for upper-management or even executive-level jobs roles spread across an array of businesses and industries. Potential occupations are:
- Account executive
- Advertising manager
- Brand manager
- Channel manager
- Marketing manager
- Marketing strategist
Online Doctoral Degrees in Marketing
What can I expect to learn in an online doctoral degree program?
There are two different degrees that can be earned at this level:
- Doctor of Philosophy (Ph.D.) in marketing — typically focuses on research methods like multivariate analysis and econometrics
- Doctor of Business Administration (DBA) with a concentration in marketing — generally focuses on marketing concepts for businesses like business-to-business marketing, organizational behavior, and leadership
However, there can be a considerable overlap between the two.
Students can learn to pursue research in marketing along with associated topics like business and management. You may also learn the practical applications of research.
Typical duration: Four to seven of full-time study
General prerequisites: Master’s degree
Typical coursework: Students study advanced marketing and related research topics. Some classes you may take are:
- Marketing foundations
- Marketing research
- Strategic marketing management
- Supply chain management
Dissertation: In addition to completing the core coursework, students also have to research and defend a doctoral dissertation. This paper is based on original research and analysis of an existing problem in marketing. The doctoral candidate and his/her department chair choose a panel of faculty members to review the dissertation. Once the paper is accepted for submission, the student must successfully defend it to the panel, answering any and all questions posed.
What can I do after earning a doctoral degree?
A doctoral degree can make you eligible for roles as a college educator or researcher in the marketing field. You may also be able to enter top executive positions in large companies or enter the field of consultancy. Potential occupations include:
- Marketing consultant
- Marketing vice president
- Professor
Specializations in Marketing
As marketing is a broad field, online marketing degree programs may allow you to specialize in one or more aspects of marketing. Some concentrations you may be able to choose from are:
- Digital marketing and advertising
- Global marketing management
- Project management
- Public relations
- Sports marketing and media
Accreditation
It is important to check that the online marketing degree program you are interested in is accredited by a recognized accrediting agency. Accreditation demonstrates that the program meets or exceeds the educational standards required to work in the industry. Attending an accredited school or program can also be a prerequisite for receiving federal financial aid or for transferring college credits from one program to another.
Apart from the regional and national educational accrediting bodies, the Association to Advance Collegiate Schools of Business (AACSB) is the main accrediting body for marketing degree programs.
Certifications
Professional certifications are usually voluntary. However, they can show your competency in the field. Many employers may also prefer to hire candidates with certifications or may require their employees to acquire them within a stipulated timeframe. Some professional certifications are:
- SMEI Certified Professional Marketer
- SMEI Certified Marketing Executive
- Professional Certified Marketer® in Digital Marketing
- Professional Certified Marketer® in Marketing Management.
- Professional Certified Marketer®, Content Marketing