Marketing management degrees are most often associate degrees offered by two-year technical or community colleges, but many universities offer undergraduate and graduate courses in the field. Students interested in marketing management may also consider a degree program in business administration with a concentration in marketing. Internship experience may also be necessary.
|Career||Marketing Manager||Sales Manager||Market Research Analyst|
|Required Education||Varies from associate's to master's||Bachelor's usually needed||Bachelor's or master's|
|Other Requirements||Internship may be required||Internship may be required||Internship may be required|
|Projected Job Growth (2012-2022)*||13%||8%||32% for market research analysts and marketing specialists|
|Mean Annual Salary (2013)*||$133,700||$123,150||$67,780 for market research analysts and marketing specialists|
Source: *U.S. Bureau of Labor Statistics.
A degree in marketing management can pave the way to professional success in nearly any industry. Students can prepare for careers as marketing managers, sales promotions managers, marketing research analysts or related professions. Business administration degree programs help students to develop their knowledge and understanding of business practices, marketing, sales, accounting, retailing principles, business research and advertising.
Marketing managers occupy leadership positions within the marketing division of a company or firm. They direct and implement overall marketing programs with the goal of reaching certain target demographics or a broad potential customer base. Working closely with the promotions and advertising staff, marketing management professionals utilize tools such as promotional events, cross-marketing and advertising to increase awareness of a product or service. They are also involved in the pricing and development of new products, according to customer demand.
According to the U.S. Bureau of Labor Statistics (BLS), job opportunities for these professionals were expected to increase by 13% from 2012-2022 (www.bls.gov). As of May 2013, the mean annual wage of marketing managers was $133,700 annually.
Sales managers work to optimize a product or service's position in the marketplace by creating, implementing and directing promotional campaigns. These campaigns typically involve advertising that may use several different media along with deals, coupons or other offerings that provide consumers with access to the product at a reduced price in order to stimulate interest. Sales promotions managers work to increase both market share and profits on sales, often coordinating their efforts with marketing, advertising and product design elements of the organization.
The BLS noted that job openings for these professionals were anticipated to grow by 8% between 2012 and 2022. Mean earnings for sales managers as of May 2013 were $123,150 per year.
Market Research Analyst
Market research analysts collect and analyze data regarding consumer preferences, buying patterns and trends in order to effectively market goods and services to target demographics. They may design and conduct surveys on products, as well as collect information about competitors. The BLS reported that these individuals earned mean wages of $67,780 per year as of May 2013.