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Bachelor of Science (BS): Marketing Degree Overview

Bachelor's degree programs in marketing cover general business principles and marketing practices, in order to prepare students for careers in the field.

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Essential Information

Students who are interested in marketing can receive undergraduate marketing training through a Bachelor of Business Administration (BBA) program with a marketing concentration or a Bachelor of Science (BS) in Marketing program. Students in both programs examine consumer behavior and learn how to implement the principles of effective selling, helping businesses make strategic decisions on product development and pricing. Students also discover promotion tactics to meet the needs of customers and ensure businesses make a profit. BBA programs tend to include more core business coursework than BS programs. Some programs include fieldwork in addition to classroom training.


Find schools that offer these popular programs

  • Business Communications, General
  • International Marketing
  • Marketing Management
  • Marketing Research

Bachelor of Science in Marketing

Marketing bachelor's degree programs are often available in traditional classrooms or online. Individuals interested in the online programs use online course management systems, such as Blackboard, to turn in assignments and communicate with professors and peers. To enter a four-year bachelor's degree program, individuals must have at least a high school diploma or GED.

Students receive basic instruction in advertising, e-marketing, management, copywriting and entrepreneurship. They also learn about demographics and how they're used to determine marketing strategies. Programs usually require students to complete a capstone experience, which often involves a team project. Additional areas of study can include:

  • Advertising
  • Brand management and development
  • E-marketing
  • Copywriting
  • Consumer behavior
  • Sales management

Popular Careers

Marketing professionals study market trends, develop pricing strategies, identify consumer needs and promote products to the intended clients. A BBA or BS in Marketing opens the doors to a variety of careers, including:

  • Marketing manager
  • Market research analyst
  • Promotions manager
  • Green marketers
  • Advertising sales manager

Salary and Career Outlook

The U.S. Bureau of Labor Statistics (BLS) indicates that the median annual salary for marketing managers was $128,750, as of May 2015. It was also reported that the median annual salary for marketing research analysts was $62,150, while the median annual salary for promotions and advertising managers was $95,890.

The BLS predicts that job growth for marketing, promotions and advertising managers will be 9% between 2014 and 2024; during the same period, the BLS projects an employment increase of 19% for market research analysts, which is much higher than the average rate for all jobs.

Continuing Education

A graduate of a BS in Marketing program could go on to obtain a Master of Business Administration (MBA) in Marketing. MBA programs usually take 2-3 years to complete and can include courses in information management, marketing ethics and communications. Often, these programs require students to complete 39-48 credit hours beyond the bachelor's degree.

Both BBA and BS programs in marketing provide a comprehensive overview of business while also giving students the opportunity to focus some of their studies on the field of marketing. Graduates have the business expertise for work in a wide range of industries, as well as the educational background needed to enroll in an MBA program.

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