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Marketing is a field that can enable companies to raise customer awareness and involvement, ultimately fostering growth. If marketing appeals to you, there are several career routes open to you. While these career paths may require specific expertise or skills, the ability to help brands achieve greater returns on their investments can be incredibly rewarding. This article will define what marketing is, explain the various degree levels associated with the field, and provide a list of nine specific marketing career routes that you might choose to pursue.
What is Marketing?
Marketing is the act of promoting goods or services. It encompasses a wide range of specialized fields, such as brand or communication management. The specific tasks you perform as a marketer may vary depending on your role. For example, a marketing ad buyer may have different daily responsibilities than a marketing social media manager. Some typical responsibilities that individuals or teams in marketing may handle include:
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– Purchasing advertising space
– Creating advertising campaigns
– Managing social media accounts
– Overseeing strategic communications
– Implementing brand updates
Degree Levels in Marketing
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A degree in marketing can be obtained at various academic levels, allowing you to broaden your skill set and continue learning throughout your career. Before applying for a marketing degree program, it’s important to review the specific requirements of each program. Here are the different degree levels you can pursue:
Associate’s Degree:
An associate-level marketing degree provides a solid foundational understanding of marketing techniques and approaches. Coursework may include topics such as basic business operations, effective communication techniques, and campaign planning and administration. To qualify for an associate degree, you typically need at least 60 academic credits and the equivalent of a high school diploma. Full-time students can complete the program in two years, while part-time students may take longer.
Bachelor’s Degree:
Completing a marketing-focused bachelor’s degree, especially at a university that offers hands-on learning opportunities, can provide additional learning and development benefits. Coursework at this level may include topics such as corporate marketing (consumer or business-to-business), marketing analysis and research, brand strategy and management, and both traditional and digital marketing. Practical experience gained through internships or client projects can prepare you for your future career. A bachelor’s degree usually requires 120 academic credits and can be completed in four to five years.
Master’s Degree:
Pursuing a master’s degree in marketing can expand your career opportunities and provide you with fresh industry insights. Coursework at this level may include subjects like marketing analytics, consumer behavior and decision-making, online marketing strategies, and social media advertising. You may also have the opportunity to assist with marketing research projects either independently or under the guidance of faculty. Depending on the program, a master’s degree typically requires 30 to 40 academic credits.
Doctorate Degree:
If you aspire to teach marketing at the college level, pursue a PhD in marketing, or become a marketing researcher or industry leader, a doctorate degree may be the right path for you. Coursework at this level may cover advanced topics such as data analytics, consumer research methodologies, and consumer-centered marketing strategies. A PhD program usually involves writing a dissertation on a relevant topic, such as the use of user personas in marketing design. Completing a PhD may require up to 120 credit hours, and the time to graduation will depend on factors such as the pace of dissertation writing and course load.
Nine Marketing Career Routes You Might Choose
1. Public Relations Professional:
Public relations professionals work to maintain positive public perceptions of the businesses or individuals they represent. Responsibilities may include composing and distributing press releases, identifying target markets, responding to media inquiries, and managing strategic communications. The specific duties of a public relations professional may vary depending on the size and nature of the organization they work for.
2. Market Research Analyst:
Market research analysts help companies better understand their target markets, enabling them to develop informed products and marketing strategies. This may involve conducting focus groups, surveys, and interviews to gather consumer insights. Analysts analyze the data collected to identify trends, preferences, and attitudes shared by customers, which can inform marketing decisions and strategies.
3. Paid Advertising Buyer:
Paid advertising buyers are responsible for purchasing advertising placements for brands. These placements may include print ads, radio or TV commercials, website ads, and social media content. Buyers use market research and consumer trends to determine which advertising opportunities are most valuable and effective. Depending on the buying method chosen, buyers may negotiate directly with media outlets or participate in bidding processes.
4. Media Coordinator:
Media coordinators focus on ensuring that a brand has all the necessary multimedia assets for its marketing campaigns. This may involve coordinating with designers, print manufacturers, photographers, and videographers to create and produce various types of content. Coordinators work closely with other marketing team members to ensure that all media assets are prepared and utilized effectively.
5. Brand Strategist:
Brand strategists work under the guidance of brand managers to ensure that all brand messaging and imagery align with established style guidelines. Responsibilities may include developing brand style guides, conducting competitor analysis, and conducting consumer perception studies. Brand strategists collaborate with various marketing teams to achieve brand objectives and may be involved in brand refreshes or revisions as needed.
6. Promotions Director:
Promotions directors are responsible for creating and implementing marketing initiatives to engage target markets. This may involve developing promotional campaigns, working with external partners or internal marketing teams, and managing annual promotional budgets. By collaborating with finance teams and other departments, promotions directors help ensure that marketing initiatives are executed efficiently and within budget.
7. Digital Marketing Strategist:
Digital marketing strategists focus on strategically positioning brands in online environments. They may oversee website analytics, create online advertisements, manage website updates, and execute email marketing campaigns. By implementing best practices in search engine optimization (SEO), digital marketing strategists aim to increase brand visibility and engagement online.
8. Social Media Manager:
Social media managers oversee the social media accounts of a brand, including content creation, posting, and engagement with followers. Daily tasks may include producing diverse content for various social media platforms, scheduling posts, responding to comments, and monitoring brand mentions. Social media managers use tools to track performance metrics and trends, with the goal of increasing brand exposure and engagement.
9. Account Executive:
Account executives manage client accounts and relationships, often working with multiple clients simultaneously. Responsibilities may include facilitating client meetings, managing client expectations and budgets, presenting ideas or updates to clients, and serving as a liaison between clients and other marketing departments. Building and maintaining strong client relationships is essential for success in this role, which requires excellent organizational and communication skills.
In conclusion, there are numerous career paths available to individuals interested in marketing, each offering unique opportunities for growth and development. Whether you choose to specialize in public relations, market research, advertising, media coordination, brand strategy, promotions, digital marketing, social media management, or account management, a career in marketing can be rewarding and challenging. By pursuing a degree in marketing at the associate’s, bachelor’s, master’s, or doctoral level, you can acquire the knowledge and skills needed to excel in the field and pursue your desired career path.
