When choosing a marketing degree, students can opt for a general marketing program or a more specialized degree that focuses on one part of the marketing field. This diversity reflects the wide range of roles and fields of expertise that are available within the marketing profession. Colleges such as Syracuse University, the University of Florida and Michigan State University offer specialized degrees in advertising, public relations, business management and communications (See Resources).
Because marketing is such a broad field, the curriculum for marketing programs will vary according to school. However, marketing degree students receive a well-rounded education in subjects such as consumer behavior, macroeconomics, marketing research, sociology, business management, financial accounting, statistics and international marketing.
According to Northwestern University international marketing professor Philip Kotler, and University of North Carolina marketing professor Gary Armstrong, all successful companies understand the relationship between a strong marketing team and customer satisfaction. Regardless of industry, marketing must create value in its product or service that will persuade consumers to choose their product over the competition. Marketing is also a tool businesses used to enter foreign markets and cross cultural barriers. This has been exemplified by well-known brands such as Nike, Coca-Cola and McDonald's.
A marketing degree is highly desired by well-established companies that have large marketing departments such Proctor & Gamble and Wal-Mart. Throughout a college's marketing program, students learn about topics outside the realm of the marketing field and acquire skills that are transferable across a variety of business professions. There is also an opportunity to boost your salary and accelerate your career by obtaining a master's degree in marketing or business administration.
The Bureau of Labor Statistics (BLS) projects faster than average job growth for marketing, advertising, public relations and sales management positions until the year 2018. Though jobs in the overall marketing field are expected to increase by 13 percent, advertising positions are predicted to experience little to no fluctuations in employment due to the elimination of advertising agencies and publications that relied heavily on advertising. Moreover, the BLS states that college graduates with strong work experience, communication skills, creative abilities and tech-savviness should have the best employment opportunities with companies that will need to replace their aging and mobile workforce.