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 At the graduate level, your best bet is a Master's of Business

Administration (MBA) in marketing. Most MBA programs will either have a

strong marketing component in the curriculum, or will offer marketing as

one of the group of MBA specialties. A recent Collegiate Employment

Research Institute (CERI) survey estimated that marketing MBA grads

earned between $46,500 and $58,800 in 2005.

Generally, these programs are designed for more experienced professionals

who work within the marketing, advertising, or public relations sectors

of a company. In addition to the core courses of the program, you'll be

are exposed through actual case studies to specific issues that confront

marketing managers every day. You'll be expected to bring your own

business education and work experience with you to be admitted into an

MBA program. Students enrolling in MBA marketing programs will examine

the constantly changing roles of various marketing functions within a

company, and a variety of topics and issues highly relevant to the changing

workplace. See our online MBA page for more information on specific

marketing MBA programs.

Marketing graduates should be well-positioned to attain management roles

in corporations, marketing agencies, or entrepreneurial endeavors. Only

in the cases of advanced study, researching, or teaching would a doctoral

degree be necessary in marketing.

What can you do with a College Major

in Marketing?

Marketing, Research, and Sales Career Options

The majority of marketing professionals work in sales as an entry point.

With your increased experience and education, you may qualify to move more

quickly into a marketing management position.

Marketing can be applied to almost every occupational field. Students

often look for entry or advancement opportunities in advertising agencies,

PR firms, corporate marketing, marketing research, brand management sales

and retailing departments, and customer relationship management. And

don't overlook the career opportunities in a non-profit organization such

as registered charities, arts groups, and special interest communities.

Marketing Careers