by our College Data Analytics TeamClever marketing and advertising serves an extremely valuable function to both businesses and consumers. Marketing is necessary to alert consumers to products or ideas that will improve their life. If the marketing attempts are successful, the business gets a loyal customer. This benefits everyone!
I'm sure everyone has seen a bad ad, but even more of us have seen ads, commercials, marketing slogans or social media campaigns that are fun and interesting. If you are a creative, analytical and energetic person with an interest in business, Marketing would be an excellent major for you.
A program in Marketing will educate students about how to create and sell products and services that will intrigue a consumer audience and move the supply off the producer's inventory. There are a few concentrations within this major; they include Marketing Research and International Marketing. While studying Marketing, you will be taking courses in consumer behavior, marketing research, marketing management, advertising and promotion, and marketing strategy.
A degree in Marketing involves the study of Marketing. Read on to learn the essential details every marketing major should know — including career paths, salary data, the skills you will develop, and the best colleges offering marketing programs.
In the U.S., marketing is a widely-pursued major, with 53,750 degrees awarded annually.
Our 2026 Best Marketing Schools ranking analyzes these 1,048 schools to determine the best overall colleges for marketing students. Continue reading to check out one of our many unbiased rankings of marketing programs later in this article.
Studies in Marketing emphasize a specific mix of skills, knowledge, and abilities — derived from O*NET surveys of workers in the occupations marketing graduates commonly enter.
Creative thinkers are often found in this major. Marketing is about standing apart from the competition, making innovative ad campaigns and ideas are essential. The ability to collaborate with others and work with a team is important for success in college and in your career. Strong oral and written skills are two important skills needed for this major.
Marketers need to thoroughly understand their product, as well as the marketplace to understand what it is customers want. Research and critical analysis will be integral functions as well as an interest in human behavior.
Gaining work experience while still in college may help you find a job after graduating. Take advantage of internship programs, or find a part-time job that gives you experience in the business or customer service field. There is opportunity to gain a Master in Marketing if you decide to further your education.
The skill set built by a marketing program reflects the day-to-day work of related occupations:
According to O*NET, a marketing major emphasizes the following knowledge areas:
There are several marketing degree levels. The table below shows the typical length of the most common levels, and how many graduates earn each one.
| Degree | Typical Program Length | Graduates Annually |
|---|---|---|
| Certificate | Varies | 456 |
| Associate Degree | 2 years | 1,966 |
| Bachelor’s Degree | 4 years | 44,871 |
| Master’s Degree | 1-3 years | 6,421 |
| Doctorate | At least 4 years | 26 |
People currently working in careers related to marketing tend to have obtained the following education levels.
| Level of Education | Percentage of Workers |
|---|---|
| Bachelor’s degree | 51.8% |
| Master’s degree | 23.9% |
| Doctoral degree | 8.0% |
| Some college courses | 4.4% |
| Associate’s degree (or other 2-year) | 4.1% |
| Post-baccalaureate certificate | 2.1% |
| High school diploma or equivalent | 2.0% |
| First professional degree | 2.0% |
| Postsecondary certificate | 1.1% |
| Less than a high school diploma | 0.5% |
| Post-master’s certificate | 0.1% |
See the chart below to get an idea of what level of education most of those in marketing careers hold.
Source: ONET Online education / training / experience requirements.*
Graduates with a degree in Marketing have many different career options they can pursue. They find work as Advertising, Marketing, and Public Relation Specialists, Art Directors, Market and Survey Researchers, and Buyers and Purchasers. These careers all involve helping companies promote their products and services. Job demand varies depending on what area you pursue.
Studying marketing opens doors to a variety of career paths. Below are some of the most common occupations related to marketing.
The following options are some of the most in-demand careers related to marketing.
| Occupation | Projected Jobs | Expected Growth |
|---|---|---|
| Market Research Analysts and Marketing Specialists | 671,367 | 10.3% |
| Web and Digital Interface Designers | 509,308 | 13.0% |
| Fundraising Managers | 340,731 | -1.0% |
| Fundraisers | 340,575 | 12.6% |
| Advertising and Promotions Managers | 324,973 | -3.3% |
| Marketing Managers | 259,371 | -4.4% |
| Video Game Designers | 207,860 | 2.6% |
| Search Marketing Strategists | 199,758 | 8.2% |
The U.S. Department of Education tracks median earnings of marketing graduates 1, 4, and 5 years after completion. Wages typically rise as graduates gain experience.
| Years Out | Median Earnings |
|---|---|
| 1 year | $47,976 |
| 4 years | $58,749 |
| 5 years | $68,122 |
Source: U.S. Department of Education College Scorecard, field-of-study earnings tracker.
Salaries for marketing graduates vary widely by occupation. The following table shows the top highest-paying careers marketing grads often go into.
| Occupation | Median Annual Salary |
|---|---|
| Market Research Analysts and Marketing Specialists | $124,518 |
| Fundraisers | $118,069 |
| Advertising and Promotions Managers | $113,521 |
| Survey Researchers | $108,538 |
| Fundraising Managers | $90,350 |
| Marketing Managers | $90,143 |
| Web and Digital Interface Designers | $88,198 |
| Search Marketing Strategists | $85,177 |
With 1,048 different marketing programs to choose from, finding the best fit can be a challenge. We have analyzed these schools to produce unbiased marketing school rankings to help you.
If you are interested in marketing, you may also want to explore other closely related fields of study within the same broad area.
| Major | Annual Graduates |
|---|---|
| Marketing/Marketing Management, General | 50,466 |
| Digital Marketing | 1,303 |
| Marketing, Other | 1,294 |
| International Marketing | 487 |
| Marketing Research | 200 |
| Related Major | Annual Graduates |
|---|---|
| Business Administration, Management and Operations | 402,942 |
| Accounting and Related Services | 81,835 |
| Management Sciences and Quantitative Methods | 62,236 |
| Business/Commerce, General | 57,976 |
| Finance and Financial Management Services | 57,564 |
| Human Resources Management and Services | 25,424 |
| Business Operations Support and Assistant Services | 16,153 |
| Entrepreneurial and Small Business Operations | 14,306 |
| Hospitality Administration/Management | 13,333 |
| Management Information Systems and Services | 12,092 |
More about our data sources and methodologies.
