Bachelor of Business (BB): Marketing Degree Overview

Oct 21, 2019

Bachelor's degree programs in business can be offered as a Bachelor of Business, Bachelor of Business Administration or Bachelor of Science, all of which might offer an emphasis in marketing. Get curriculum details and learn more about salary and employment potential for graduates.

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Essential Information

In business bachelor's programs with a marketing specialization, students learn how to understand consumer behavior and develop products or plans for a business. Students can gain skills and knowledge in areas such as sales, product management, retailing, marketing research and advertising. A high school diploma or a GED equivalent is typically required for admission to these programs.

Bachelor of Business Administration in Marketing

Some four-year programs are multidisciplinary and cover a range of business courses, such as economics, statistics, accounting, finance, management, computer applications and specialized marketing courses. In addition, marketing courses commonly include buyer behavior, market research, marketing communications, global marketing and marketing strategies. Many programs place an emphasis on understanding the theory and practice of marketing. Coursework for a bachelor's degree program in business and marketing may include:

  • Accounting
  • Economics
  • Marketing theory and practice
  • Marketing research
  • Consumer behavior
  • Advertising theory

Popular Career Options

Individuals with strong marketing and business skills have opportunities for jobs in advertising, promotion or internal sales. Graduates could pursue positions in which they are in charge of developing new products or advertising campaigns for businesses. Students should be aware that management positions typically require extensive professional experience beyond a degree. Some common careers may include:

  • Marketing manager
  • Advertising manager
  • Promotions manager
  • Sales manager

Employment Outlook and Salary Information

The U.S. Bureau of Labor Statistics (BLS) estimates 3% growth for advertising and promotions managers as well as 8% growth for marketing managers over the 2018-2028 decade. According to May 2018 BLS salary statistics, average annual earnings were $147,240 for marketing managers and $133,090 for advertising and promotions managers.

Continuing Education Information

Individuals who hold such a degree may pursue graduate coursework with the goal of advancement in their jobs. Many universities offer Master of Business Administration (MBA) degree programs that have concentration or elective options in the field of marketing. Typically, these programs focus on the managerial and leadership aspects of business.

Colleges also offer Ph.D. degree programs in business. These programs focus more on the research and theories of business and strategic development. Seminars, dissertations and thesis projects are common requirements for the completion of these programs.

Students who complete a business bachelor's program with a marketing emphasis may gain the skills needed to find work in marketing, advertising, and sales. Further education is available at the master's and doctoral level.

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