What it is
Marketing is the study of understanding customers and communicating value — research, branding, advertising, digital marketing, and sales. It connects products and services with the people who need them, and is increasingly data- and digital-driven.
What you'll study
Marketing blends creativity, strategy, and analytics:
- Year 1–2Business core, economics, statistics, and marketing principles
- Year 2–3Consumer behavior, market research, branding, and digital marketing
- Year 3–4Marketing analytics, strategy, and campaign projects
Concentrations & focus areas
- Digital / Social MarketingOnline & social
- Brand / Product ManagementBrands
- Market Research / AnalyticsData & insight
- AdvertisingCampaigns
- Content / CommunicationsMessaging
- Sales / Business DevelopmentRevenue
Skills you'll build
- Research & analyticsUnderstanding markets
- CreativityCampaigns & content
- Digital marketingOnline channels
- CommunicationPersuasion
- DataMarketing analytics
Careers & job titles
- Marketing specialistEntry roles
- Market research analystInsight (~$74,680)
- Brand / product managerManaging products
- Digital / social marketerOnline
- Content / communicationsMessaging
- Marketing managerWith experience (~$157,620)
Job outlook & demand
The BLS projects faster-than-average growth for market research and marketing roles, driven by digital and data-driven marketing. Demand is strong across companies, agencies, and tech, especially for digital and analytics skills.
Pay: median, range & trajectory
Per the U.S. Bureau of Labor Statistics, market research analysts had a median of $74,680 and marketing managers about $157,620 (among the best-paid business roles). Digital and analytics specialization boosts pay.
Degree levels it's offered at
Offered across these levels — click a level to learn about it:
A bachelor's is the standard entry; a master's (often an MBA) accelerates advancement into management and leadership.
Is it right for you?
You might thrive here if you like working with people and organizations, are practical and results-oriented, and want a flexible degree with clear advancement.
Edge: business rewards internships, quantitative/analytics skills, and a concentration — and the MBA is a well-worn path to leadership and higher pay.
Explore further
Keep exploring:
Key facts
- FocusUnderstanding customers & communicating value
- StudyResearch, branding, digital marketing, analytics
- CareersMarketer, research analyst, brand/product manager
- OutlookFaster than average (BLS)
- Pay$74,680 analysts / ~$157,620 managers (BLS)
Where to learn more
Authoritative sources for careers and pay: