Bachelor’s in Marketing Program Guide

Marketing can have a huge influence on consumers’ buying decisions, making it a top priority for many companies.

In fact, according to a 2023 Massachusetts Institute of Technology study, businesses spend an average of 13.4% of their total revenues on marketing-related efforts. Given its importance for business growth, marketing is a field that offers the potential for great career growth.

A bachelor’s in marketing can help you start your marketing career and access many different opportunities. Read on for an overview of these programs and how to choose the best one for you.

A bachelor’s in marketing helps you understand consumer behavior and how to connect with audiences. Programs cover key topics like market research, data analytics, branding, product positioning, and consumer behavior, providing practical skills for real-world marketing.

With a marketing degree, you can pursue entry-level careers in:

However, as you gain experience, you can qualify for senior roles.

Undergraduate programs in marketing typically offer a bachelor of arts (BA) or a bachelor of science (BS) in marketing. BA programs focus more on liberal arts, while BS programs emphasize quantitative analysis and scientific principles.

Both options usually require 120 credits and take about four years to complete with full-time study.

Below, we’ll discuss some of the most popular career paths you can pursue with a bachelor’s degree in marketing:

Some of the most common job opportunities for recent marketing graduates include market research analyst and public relations specialist. These jobs typically offer above-average potential salaries.

As of May 2023, these professionals in these careers had median annual salaries ranging from $66,750 to $74,680, according to the U.S. Bureau of Labor Statistics (BLS). In comparison, the median annual wage for workers across all occupations was $48,060 the same year.

As you gain experience, you can qualify for more senior roles, including marketing manager and advertising manager. These positions often come with higher salaries, as you’ll likely lead teams and strategic initiatives.

Source: Bureau of Labor Statistics

After obtaining a bachelor’s in marketing, you can pursue a:

You could also pursue advanced degrees in different areas, such as communications, organizational psychology, or public relations.

Organizations like the American Marketing Association and the International Institution of Marketing Professionals also offer various certification programs. Earning these credentials typically requires passing rigorous exams, so having several years of experience can be beneficial, even when certification is not strictly required.

A degree in marketing usually involves a hefty investment, but online marketing degrees can be more affordable.

According to the National Center for Education Statistics, online marketing students benefit from 38% lower tuition costs and pay around 44% less out of pocket on average.

During your research, you’ll want to learn about application processes and set realistic time expectations for completing your degree. The sections below explore these details.

Marketing bachelor’s programs usually take about four academic years to complete if you are enrolled full time. However, you can graduate sooner by taking summer classes or taking extra credits each semester.

You can also often transfer credits from an accredited college if you have previous college experience, reducing the number of classes you’ll need to take to complete your degree.

You’ll usually need to supply the following documents when applying to a bachelor’s marketing program:

Many schools no longer require SAT or ACT scores, but submitting them may strengthen your application — if you scored well.

There are lots of good marketing bachelor’s programs out there, and shortlisting your options can be challenging. Considering these factors can help you whittle down your options:

BestColleges found that tuition costs are the number one concern among 52% of prospective marketing students and 44% of current marketing students, according to our annual Online Education Trends Report.

You can pay less for your marketing degree by enrolling in an online marketing program, as these are often cheaper. Also, consider applying for scholarships, grants, and other types of financial aid.

It’s highly important to confirm that the school you plan to attend holds an active institutional accreditation. Check the Council for Higher Education Accreditation tool for your desired school to make sure it’s accredited.

Also, consider the added value specialized programmatic accreditation can offer. Look for programmatic accreditations from organizations like the Association to Advance Collegiate Schools of Business or the Accreditation Council for Business Schools and Programs.

Your bachelor’s in marketing will take about four years to complete as a full-time college student. However, some universities offer accelerated programs that let you graduate in a shorter period, often around three years or less.

Also, keep in mind that some schools impose limits on the maximum amount of time you can take to graduate. Research these policies in advance, especially if you’re planning to enroll as a part-time learner.

A marketing program typically includes core courses in subjects such as consumer behavior, integrated marketing communications, marketing strategy and analytics, and a capstone project in marketing management.

However, the specific courses in your curriculum will depend on the school you attend. Keep in mind that, even within a general marketing program, you can specialize your degree by choosing electives that match your interests.

If you’re looking to further specialize your degree, consider a marketing program that offers concentrations such as:

Program format — online, in-person, or hybrid — can have a major impact on your educational experience.

Face-to-face programs have less flexibility, but you’ll have more opportunities to interact and network with your colleagues and instructors. This may prove very valuable as you start your career.

Online formats give you more control over your schedule, making it easier to balance school, work, and other commitments.

For the best of both worlds, consider a hybrid program with both online and in-person components.