Programs emphasize study of sales promotion, consumer research, and marketing strategies. Students have opportunities to study online, and to gain professional experience through internships.
Most MBA programs seek applicants who hold a bachelor's degree from an accredited institute of higher learning. Typically, the undergraduate major is not a factor in admissions, and some encourage a non-business field. Some schools require candidates to have a certain amount of professional work experience prior to enrollment.
Bachelor's Degree Programs in Marketing
Marketers are tasked with developing strategies for creating consumer perceptions of products or services. A marketing representative is given specific client accounts to manage and maintain. Bachelor's programs provide training in several formats, including traditional classroom, online, and hybrid options, as well as through various teaching methods. Little or no prerequisites are necessary to declare a marketing major.
Students in a marketing program study how current pop-culture elements, niche markets, and packaging designs relate to sales of particular products and services. Classes also teach methods and techniques for establishing and sustaining excellent customer service and business relationships. Aside from business, marketing, and general education courses, many programs offer students opportunities to participate in one or more internships with affiliated companies. Some available classes include:
- Print, online, and global marketing strategies
- Sales technology and management
- Account finance, accounting, and economics
- Consumer research, statistics, and behavior
- Cultural, legal, and ethical issues in advertising
Master of Business Administration (MBA) Programs in Marketing
A Master of Business Administration (MBA) program with a specialization in marketing provides advanced training in both business management and advertising. Several schools offer students the opportunity to earn the degree online, and at their own pace. A graduate degree in business administration and marketing allows an account manager to advance a career into a senior or management position.
Within an MBA program, students are given instruction on advanced management principles and project management strategies. Most marketing MBA electives include marketing productivity analysis and strategy, applied marketing research, and sales promotion management. The curriculum for MBA programs with a marketing concentration includes:
- Brand management strategies
- Methods and techniques for new product introduction
- Integrated strategies related to marketing communications
- International market creation and growth
- Advanced coursework in pricing, profitability, and marketing metrics
According to the U.S. Bureau of Labor Statistics (BLS), some popular industries for marketing account managers include technology design, corporate and insurance companies (www.bls.gov). Similar occupations include the following:
- Advertising sales agent
- Market and survey researcher
- Public relations specialist
- Promotions specialist
- Wholesale and manufacturing sales representative
May 2015 figures from the U.S. Bureau of Labor Statistics (BLS) reported the average salaries for advertising, promotions and marketing managers. The advertising manager title included account executives who managed clients' accounts. Advertising and promotions managers made a mean annual wage of $113,610, and marketing managers earned $140,660. According to January 2016 data posted on PayScale.com, most account managers reported earnings between $34,664 and $81,045 per year.
Generally, account management positions are considered entry-level within the advertising industry. Those wishing to advance to senior account manager, sales or executive positions may find earning a graduate degree offers several career opportunities. One of the most common graduate degrees include the Master of Business Administration (MBA), which combines business management studies and usually offers a specialization in marketing.
Students who would like to pursue careers beyond entry-level marketing positions should consider getting an MBA. Courses in MBA programs offer advanced business marketing skills, such as brand management strategies and strategic marketing communications.