A complete guide to careers in marketing

In recent years the marketing industry has changed in many ways. A significant development has been the array of digital tools available, which allow marketers to study audiences, measure behavior, and target messages toward ideal customers.

This trend has led to new marketing careers and increased job opportunities. A typical route into these new positions – as well as more traditional marketing roles – is an undergraduate degree. Most candidates choose a bachelor’s in marketing or a closely related field.

What is the difference between sales and marketing?

The aim of marketing is to get people interested in a product or service. It is not only about generating sales, but also increasing brand visibility. Careers in marketing involve identifying the needs of customers. This allows the sales team to understand the audience they are selling to.

Sales is primarily concerned with the sale of goods and services. It is more transaction-based, with clear short-term performance goals. Sales plans typically involve creating processes that enable staff to hit quotas.

The table below displays some key differences between sales and marketing.

Note that whilst they may be different, marketing and sales departments still need to be closely aligned.

Is marketing a good career?

Marketing is an excellent career for strategic problem-solvers who want to understand the mechanics of human behavior. High salaries, diverse roles, and ample opportunities for creativity are among the reasons to consider a career in marketing.

Marketing job outlook

The long-term marketing job outlook is encouraging. Between 2018-2028, market research analyst and marketing specialist positions are expected to increase by 20.4%, equating to 90,700 annual openings. The outlook is also positive for marketing managers, with jobs increasing by 8.1%, the equivalent of 26,000 job openings a year.

Average marketing salary

In 2022 the average marketing salary was $50,010. Entry-level roles began at an average of $35,798, with more experienced professionals earning around $100,00. For salary information of specific marketing disciplines, see the marketing career path section at the bottom of the page.

What degree do you need to get into marketing?

Most entry-level positions require a bachelor’s, while more advanced marketing roles may necessitate a master’s. There are 3 main types of marketing degrees to choose from.

A bachelor’s in marketing provides a broad introduction to the field. Students gain experience in creating advertising campaigns, assessing market demographics, and understanding basic consumer psychology. The degree can position a candidate for a range of entry-level marketing roles.

The master’s in marketing is for students who want to increase their knowledge of a specific area of marketing. Many positions in marketing require a master’s-level education, so following up your bachelor’s with a master’s can improve job prospects.

Those who sign up for a master’s in business administration (MBA) often do so to advance an already successful career. An MBA is a powerful credential for people looking to move into executive-level positions. It is available with a marketing concentration, making it an excellent alternative to a master’s in marketing.

Marketing career paths

The marketing career path can be long, winding, and usually depends on the ambitions of the individual. Some choose to change track as they discover new marketing areas they would prefer to focus on. That said, the most common route up the marketing career ladder is detailed below.

Step 1: Get a bachelor’s degree

Although entry-level roles for candidates with a high-school education do exist, most require at least a bachelor’s. Companies accept candidates who majored in any field, but it helps if your degree is business-related or in marketing.

Step 2: Get an entry-level marketing job

With a bachelor’s degree you can secure an entry-level role related to your area of interest. These positions include:

Step 3:  Get a master’s in marketing or an MBA

Once you have some marketing experience under your belt, you might return to school to study for a postgraduate degree. An MBA or master’s in marketing can provide the leadership skills necessary to become a manager. For some management roles a postgraduate marketing qualification may even be a requirement.

Step 4:  Become a marketing manager

If you work for a very small marketing department, you might oversee the entire team. At larger companies you are more likely to lead a team in your specialty area, for example managing the social media marketing section. More information about both of these positions can be found below.

Step 5:  Get an executive marketing position

After working as a manager for several years, you may be promoted to a C-level position. These high-level executive roles include:

Final thoughts

Marketing communicates the value of a company’s product to potential customers with the goal of boosting sales and revenue. There are numerous marketing strategies and mediums available to any business, making marketing a career that is stimulating, solid in terms of long-term demand projections, and open to progression in various directions. If you are just beginning your educational journey, find out more information on undergraduate marketing programs, and start researching the relative value of different colleges and universities. For those already in the business world, consider whether a masters in marketing or an MBA is right for you.