by our College Data Analytics TeamHave you ever wondered how your favorite snack food gets from the supplier to the store shelf? Who makes the decisions on what products to offer on the grocery store aisle? By majoring in General Sales and Marketing, you will learn the process behind how products get into the marketplace. This program will teach students the process and techniques behind wholesale and retail buying and selling operations.
There are a few different concentrations associated with this major; they include Merchandising and Buying Operations, Retailing and Retail Operations, and Selling Skills and Sales Operations.
While pursuing this major, you will be taking a variety of courses; they include consumer behavior, marketing research, sales management, and professional selling. This major is commonly offered as a Bachelor's degree.
A major in General Sales & Marketing explores General Sales, Merchandising And Related Marketing Operations. Read on to learn the essential details every general sales & marketing major should know — including career paths, salary data, the skills you will develop, and the best colleges offering general sales & marketing programs.
In the U.S., general sales & marketing draws strong interest, with 6,171 degrees awarded annually.
Our 2026 Best General Sales & Marketing Schools ranking analyzes these 254 schools to determine the best overall colleges for general sales & marketing students. Continue reading to check out one of our many unbiased rankings of general sales & marketing programs later in this article.
Programs in General Sales & Marketing emphasize a specific mix of skills, knowledge, and abilities — derived from O*NET surveys of workers in the occupations general sales & marketing graduates commonly enter.
Students must be persuasive in order to find success in sales and marketing. Deals and negotiations are all a part of sales, therefore being able to communicate effectively is important. Persistence is another key skill to possess. Much of your time will be spent interacting with others, both in groups and one-on-one. Students should work on their interpersonal skills while in college.
Nothing can prepare you for the field like first-hand experience. Explore any internship opportunities offered through your college or in local businesses. Part time work in retail, customer service or sales can also give you great insight into the field.
Skills emphasized by a general sales & marketing program reflects the day-to-day work of related occupations:
Per O*NET surveys, a general sales & marketing major emphasizes the following knowledge areas:
There are several general sales & 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 | 188 |
| Associate Degree | 2 years | 854 |
| Bachelor’s Degree | 4 years | 2,408 |
| Master’s Degree | 1-3 years | 2,628 |
| Doctorate | At least 4 years | 2 |
People currently working in careers related to general sales & marketing tend to have obtained the following education levels.
| Level of Education | Percentage of Workers |
|---|---|
| High school diploma or equivalent | 36.2% |
| Bachelor’s degree | 26.5% |
| Associate’s degree (or other 2-year) | 12.8% |
| Some college courses | 10.0% |
| Less than a high school diploma | 6.1% |
| Postsecondary certificate | 5.0% |
| Post-baccalaureate certificate | 1.2% |
| Master’s degree | 1.0% |
| Doctoral degree | 1.0% |
| Post-master’s certificate | 0.1% |
View the chart below to get an idea of what level of education most of those in general sales & marketing careers hold.
Source: ONET Online education / training / experience requirements.*
There are many different career paths that students can enter into with a degree in General Sales and Marketing. Buyers and Purchasers buy from suppliers in order to fill stores that consumers shop in, while Wholesale and Manufacturing Sales Representatives sell goods for wholesalers or manufacturers to various business or organizations. Other career options include Store Operations, Product Developer, Store Management and Sales Representatives. Typically jobs in sales remain fairly stable, as businesses always need to sell their products. However, other jobs may be more competitive.
Studying general sales & marketing opens doors to many career paths. Here are some of the most common occupations related to general sales & marketing.
The following options are some of the most in-demand careers related to general sales & marketing.
| Occupation | Projected Jobs | Expected Growth |
|---|---|---|
| Sales Representatives, Wholesale and Manufacturing, Except Technical and Scientific Products | 1,332,640 | 6.0% |
| Advertising Sales Agents | 1,158,077 | 11.9% |
| Parts Salespersons | 1,068,511 | 7.9% |
| Travel Agents | 926,319 | -3.5% |
| First-Line Supervisors of Retail Sales Workers | 830,802 | 5.3% |
| Demonstrators and Product Promoters | 730,602 | 2.6% |
| Solar Sales Representatives and Assessors | 652,173 | 7.5% |
| Purchasing Agents, Except Wholesale, Retail, and Farm Products | 570,973 | 5.6% |
Federal data tracks median earnings of general sales & marketing graduates 1, 4, and 5 years after completion. These numbers tend to grow as graduates gain experience.
| Years Out | Median Earnings |
|---|---|
| 1 year | $52,294 |
| 4 years | $56,564 |
| 5 years | $66,475 |
Source: U.S. Department of Education College Scorecard, field-of-study earnings tracker.
Salaries for general sales & marketing graduates vary widely by occupation. The following table shows the top highest-paying careers general sales & marketing grads often go into.
| Occupation | Median Annual Salary |
|---|---|
| Wholesale and Retail Buyers, Except Farm Products | $111,183 |
| Business Teachers, Postsecondary | $80,576 |
| Travel Agents | $65,314 |
| Advertising Sales Agents | $63,488 |
| Sales Representatives of Services, Except Advertising, Insurance, Financial Services, and Travel | $61,441 |
| Sales and Related Workers, All Other | $60,515 |
| First-Line Supervisors of Retail Sales Workers | $53,224 |
| Purchasing Agents, Except Wholesale, Retail, and Farm Products | $45,048 |
With 254 different general sales & marketing programs to choose from, finding the best fit can be a challenge. We have analyzed these schools to produce unbiased general sales & marketing school rankings to help you.
Students interested in general sales & marketing, you may also want to explore other closely related fields of study within the same broad area.
| 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 |
| Marketing | 53,750 |
| 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 |
More about our data sources and methodologies.
