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Bachelor of Science (BS): Marketing and Advertising Degree Overview

Advertising is a common component of Bachelor of Science programs in marketing. Get info about common core courses, and review some of the career paths you might follow. Review the employment projections and salary statistics for market research analysts and specialists.

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Essential Information

Through a 4-year degree program that covers marketing and advertising, students learn to present products and services to potential consumers to help them make ethical and practical decisions. While a program with the specific title of B.S. in Marketing and Advertising isn't widely available, students may enter into a more mainstream marketing program with advertising topics incorporated into its curriculum.

To enable students to achieve a tangible understanding of marketing concepts, realistic projects and internships are strongly emphasized within the program. A high school diploma or GED is required to begin the program, along with all college admittance requirements.

Course Topics

Marketers and advertisers communicate the usefulness or desirability of a particular product to interest consumers in purchasing it. Marketing program students can develop a sound grasp of general business principles and marketing practices while exploring the modern technology and tools that can be used to advertise more effectively. The curriculum commences with the study of buyer behavior and an overview of fundamental business concepts, such as accounting, finance and business law.

The program then progresses to the modern methods of marketing and advertising brought on by the Internet and other technological innovations. Through this type of bachelor's program, students will explore social media marketing, collaborative advertising with technological services and even viral campaigning.

Coursework may cover such topics as:

  • Business ethics
  • Brand management
  • Advertising placement
  • Accounting
  • Marketing strategies
  • Market research

Popular Career Options

With a degree in marketing, students are ready either to further their studies at the graduate level or attempt to enter the workforce. Advertising and marketing titles and tasks vary based on the needs of particular companies, but some titles include:

  • Public relations representative
  • Brand manager
  • Advertising analyst

Employment Outlook and Salary Information

Public relations specialists, according to the U.S. Bureau of Labor Statistics (BLS), are estimated to have 12% job growth from 2012 through 2022 ( Median earnings for specialists were $54,170 in May 2012. Market research analysts have an estimated 32% growth over the 2012-2022 decade, and median earnings for market research analysts and marketing specialists were $60,300 in May 2012. Marketing manager job growth from 2012-2022 is an estimated 13%, and May 2012 median earnings were $119,480.

Continuing Education

Upon completion of the bachelor's program, students can consider enrolling in degree programs at both the master's and doctorate levels. These graduate programs can greatly enhance students' overall business expertise while giving the option to focus their studies specifically on marketing aspects. Extensive independent study is necessary as students select particular marketing problems or points of interest to center their research.

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