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Bachelor of Science (BS): Marketing Degree Overview

A bachelor of science in marketing degree program prepares students for careers in marketing, presenting products and services for businesses to potential consumers. Marketing programs cover general business principles and marketing practices for strategic product development and pricing.

Essential Information

Students can receive undergraduate marketing training through a Bachelor of Business Administration (BBA) program with a marketing concentration or a Bachelor of Science (B.S.) 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 B.S. programs. Some programs include fieldwork in addition to classroom training.

  • Prerequisites: High school diploma
  • Program Length: 4 years
  • Online Availability*: Yes

*Varies by institution


Bachelor of Science in Marketing

Marketing bachelor's degree programs are often available in a traditional classroom or online. Individuals interested in the online programs use online course management systems, like Blackboard, to turn in assignments and communicate with their professors and other students. To enter a bachelor's degree program, individuals must have at least a high school diploma or its GED equivalent.

A 4-year Bachelor of Science in Marketing program includes general business courses as well as basic instruction in advertising, e-marketing, management, copywriting and entrepreneurship. Students 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 B.S. 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 salary for marketing managers was $127,130, as of May 2014. It was also reported that the median salary for marketing research analysts was $61,290, while the median salary for promotions and advertising managers was $96,720.

The BLS predicts that job growth for marketing, promotions and advertising managers will reach a rate of 13% between 2012 and 2022; during the same period, the BLS projects an employment increase of 32% for market research analysts, which is much higher than the average rate for all jobs.

Continuing Education

A graduate of a B.S. in Marketing program could go on to obtain a Master of Business Administration (MBA) in Marketing. These degree 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.

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