英文专业介绍

Guide to College Majors in Marketing

In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.

--David M. Ogilvy

What is Marketing?

The common perception of marketing is that it's purely the promotional efforts that go into selling a product. 40 years ago, the American Marketing Association defined marketing as "the performance of business activities that direct the flow of goods and services from producer to consumer or user." The current definition, however, encapsulates an organized behavior system which generates an output of value to consumers.

More than just window dressing, the foundations of marketing involve:

∙Research to identify customer needs and product development

∙Communication strategies and delivery of products and services to current and potential customers

∙Planning methods to determine where to market and set prices ∙Knowing how to respond to international markets and cultures as necessary

'Marketing' is not just a job title, but a crucial business function. A marketing degree helps you develop the tools you need to create an environment where your ultimate delivery goals are supported through market research, design and maintenance in every aspect of the organization to satisfy your target audience's needs.

Career Education in Marketing

Undergraduate and graduate degree and certificate programs

A degree in marketing prepares you for careers in the marketing world, whether you're looking to break in or to build up an existing career. Marketing degree programs combine the mathematical and statistical courses of an accounting degree with the organizational focus of a business major, plus the human behavioral studies of the liberal arts. And of course there are the added Web-based and e-commerce marketing principles to master.

Career education in marketing is essential, because you'll learn how to bring a product or service from idea to acceptance, and practice how to gain a competitive edge in the marketplace (and in your career). Marketing can account for one of the largest expenditures in an organization. A major portion of the workforce is directly or indirectly in a marketing job, and the demand for marketing experts is not affected by economic fluctuations. You'll have a better-than-average chance of advancing to decision-making positions faster in marketing than in other occupations.

Most large firms will expect to see at least a bachelor's degree for professional positions and an MBA is preferred for management careers. In today's hyper-competitive economy, many marketing professionals are earning their marketing degrees online, in order to advance without giving up their jobs.

Associate's Degrees in Marketing

The marketing associate's degree can be a step towards a bachelor degree or used to qualify for an entry-level job such as retail sales and customer service, wholesale distribution, advertising, buying, and promotions. You'll be required to have a high school diploma or GED and a strong aptitude for analysis and mathematics. It is suggested that students bring some work experience with them since this enhances case study comprehension.

Bachelor's Degrees in Marketing

A bachelor's degree in marketing--often a business administration degree with a marketing focus--takes longer than an associate's degree, but rewards you with better job opportunities. Your higher-level career choices upon graduation can include management-level jobs in marketing, sales, retail merchandising, promotions, and marketing research.

Marketing MBA Programs