Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (American Marketing Association, Dictionary of Marketing Terms). Marketing is a crucial function in both business and nonprofit organizations. Marketing professionals engage in a variety of activities including:
- Analyzing and identifying customer needs
- Planning products (goods and services)
- Managing products and brands
- Pricing products
- Promoting products
- Distributing products
Top marketing executives who develop and implement marketing strategies are an integral part of organizations.
Students with an undergraduate degree in marketing often begin their careers in sales or retail management. Other entry level marketing positions – such as product management, market research, distribution and logistics – are available but require students to actively research and identify opportunities. Advertising positions are highly competitive and entry level positions may be difficult to attain immediately after college.
The information provided below identifies career opportunities for those who have earned an undergraduate marketing degree. An MBA or other graduate degree may be necessary for some career paths.
Students who succeed as Marketing Majors are:
- Able to influence and persuade others
- Adaptable and flexible
- Planners and decision makers
The Marketing Major curriculum emphasizes:
- Analytical skills
- Ability to interpret data
- Quantitative analysis
- Research skills
- Written communication
- Presentation skills
- Problem solving abilities
Integrative Learning Opportunities