Field of Study: Marketing

Introduction

Marketing programs teach people how to promote and sell goods and services. Students learn about buyer behavior, pricing theory, importing, and exporting. They learn to market many types of goods and services such as clothing, banking services, and cars.

Overview

On occasion, someone has tried to sell you something you didn't want. You got a phone call at dinnertime. You found junk mail in your mailbox. Or someone pitched a product at a ridiculously high price. It was natural for you to resent these crude methods. But when you really have wanted to buy something, you've appreciated a clear advertisement that explained the features of the product. You were glad to speak to an informed salesperson. A marked-down price or a rebate made a product very affordable. What made these experiences so much better was good marketing, merchandising, and sales.

There are many careers that reward workers who can make the experience good for consumers, and who also make profits for the business. That's because money isn't being wasted on uninterested consumers, and happy customers are likely to be repeat buyers. Remember, customers buy a myriad of products and services, so you can work in fashion, recreation and tourism, electronics - the list is endless. In short, work in marketing can be your doorway to a rewarding career. According to a recent business survey, over 90 percent of corporate chief executive officers began their careers in marketing or sales.

As a student in this program, you learn about marketing and business skills. You learn statistical and research methods so that you can analyze trends in the industry. You study profiles of both consumers and the goods and services they buy. You then learn to use this information to more effectively develop promotional and advertising concepts.

You can study this field at various levels. A large number of colleges offer a two-year program. This program is likely to cover sales techniques and some of the basic business subjects, such as accounting and marketing. With the associate degree you earn, you may work as a sales representative or be trained as a retail sales manager. You also may be an assistant to a marketing research analyst or advertising specialist.

With four years of college you can earn a bachelor's degree in this field. This program will cover more business subjects and various liberal arts subjects, such as psychology. It also will give you understanding of the economic principles that determine prices. With this degree, you may be hired as a management trainee. A position in sales is often where businesses first assign management trainees. That's because an understanding of the market is important. Also, the work tasks in sales touch on many aspects of the business. The degree may get you work in the marketing research or advertising department of a firm.

College preparation

You can prepare for this program by taking courses in high school that prepare you for college. This typically includes four years of English, three years of math, three years of social studies, and two years of science. Some colleges also require two years of a second language.

Economics
Psychology
Introduction to Business
Business Computer Applications
Public Speaking

Graduate admissions

Admission to graduate programs is competitive. You need a bachelor's degree, good grades, and good test scores. Your undergraduate major should be business-related. Otherwise, some courses or work experience in business is very helpful. Course work in psychology is also good preparation.

Additional requirements at some schools include:

Graduate Management Admissions Test (GMAT)
Letters of recommendation
Interview

If you are interested in a leadership position in this field, you may consider getting a master's in business administration (MBA). A large number of schools let you specialize in marketing during the two years typically required for this degree. Some people pursue the MBA after getting a bachelor's in a non-business field. It helps to have some business course work or business work experience.

Typical course work

A bachelor's program in this field typically includes courses in the following subjects:

Accounting Principles
Business Finance
Business Law
Consumer and Buyer Behavior
Contracts and Sales
Integrated Marketing Communications
International Marketing
Introduction to Accounting
Introduction to Management Information Systems
Introduction to Marketing
Introduction to Psychology
Management Principles
Marketing Research Methods
Marketing Strategy
Oral Communication
Presentation Graphics
Principles of Advertising
Principles of Macroeconomics
Principles of Management and Organization
Principles of Microeconomics
Statistical Methods and Concepts
Writing

Electives may include sports marketing, recreation marketing, and travel and tourism, among others.

An associate degree program typically requires a smaller selection of these courses.

The MBA commonly also has these requirements:

Required courses
Internship
Thesis (may not be required)

Things to know

You often learn spreadsheet and database software in this program. It can be helpful to learn this software before you begin the program.

People who work in this field need a good understanding of the broader culture in which consumers make buying decisions. For that reason, you should take a wide selection of courses in non-business subjects. Good skills in writing, speaking, and critical thinking are needed for advancement in the business world.

Some business courses in high school can be useful preparation for a career in marketing research. However, you should take only a few, especially if you intend to earn an MBA, so that your high school transcript shows that you are preparing for a demanding college-level program.

Similar fields of study

Careers you may qualify for

Advertising Managers
Advertising Salespeople
Agents and Business Managers
Market Research Analysts
Marketing Managers
Meeting and Convention Planners
Public Relations Managers
Public Relations Specialists
Purchasing Managers
Real Estate Agents
Sales Managers

Resources

All Business Schools
http://www.allbusinessschools.com/

American Advertising Federation
http://www.aaf.org/

Careers-in-Marketing
http://www.careers-in-marketing.com/rt.htm

No schools' programs are being reported at this time.