Marketing Careers

Read on to learn about typical courses, resources, and careers in this field.

Staff Writer

2022-09-0825 min read

Marketing professionals help companies generate interest in their products or brands. They help businesses grow and achieve their goals through various promotional methods.

A marketing degree from an accredited institution paves the way for exciting job prospects and growth opportunities in multiple sectors.

This guide explores marketing careers, degree options, salary figures, job outlook, and other valuable information. Read on to discover your marketing career path today.

Why Choose Marketing?

A marketing degree prepares you for management, business intelligence, and analytics careers. You'll learn how to develop budgets, analyze potential markets, write marketing plans, and more.

Companies across every industry need marketing professionals to generate a buzz and increase product sales. As a result, the demand for marketing jobs is high.

This lucrative career path is for you if you have strong digital marketing skills, excellent communication, and leadership capabilities.

How to Start your Marketing Journey

A degree from an accredited institution equips you with the necessary skills and knowledge to explore a marketing career.

You could start with an associate program and work towards earning a bachelor's or postgraduate degree.

Education Requirements

Associate Degree

An associate degree qualifies you for roles as office or store managers, administrators, or marketing specialists. In addition, this degree prepares you for entry-level jobs and facilitates your transfer to a bachelor's program upon completion.

Bachelor's Degree

This program gives students the basic skills they need to advance their marketing careers. During this four-year course, most colleges teach effective communication, marketing research, product design, and digital marketing.

A bachelor's degree allows you to apply for creative jobs and management roles like marketing manager or SEO director.

Master's Degree

This postgraduate degree prepares you for upper-management roles and career advancements by equipping you with advanced knowledge and skills.

A master's degree in marketing focuses more on the business and financial aspects of marketing. You can also specialize in digital marketing analytics, social media marketing, or search engine optimization.

Doctorate in Marketing

Experienced professionals with a doctorate in marketing can conduct field research and apply for roles like chief marketing officer or marketing director.

A doctorate in marketing takes between 3-7 years and teaches analytical measurements and quantitative and qualitative research methods.

Employment Prospects

Marketing professionals enjoy fulfilling careers in multiple industries, including advertising, financial services, IT, public relations, management and nonprofits.

Employment prospects for marketing jobs vary based on the industry, with some sectors like advertising, eCommerce, and retail hiring more professionals.

The advent of digital and social media marketing means the rise of roles like SEO specialists, content marketers, database marketing managers, and more.

Marketing Career Forecast

The Department of Labor (BLS) projects a 10% employment growth for advertising and marketing roles over the next decade. The department records an average of around 35,000 job openings yearly across multiple industries.

As long as companies and organizations use marketing campaigns to boost their brand and market share, marketing careers will always have high demand.

Lucrative Marketing Career Paths

These are some of the lucrative and rewarding career paths in this field.

Marketing Specialist

Marketing specialists play various roles in different companies. For example, they are responsible for a brand, campaign, or product line.

Skills that help you succeed in this role include content development, budgeting, knowledge of demographics, market research, communication, and more.

Average Salary

Marketing specialists earn median wages of over $50,000 annually. Top earners in the 90th percentile make around $70,000 to $90,000.

Roles and Responsibilities

  • Carry out market research to identify trends and competitors

  • Design marketing campaigns

  • Liaise with creative teams to develop advertising copies and promotional materials

Industries Employing Marketing Specialists

Market specialists work in industries requiring heavy marketing and sales. Some of them include:

  • Advertising and public relations

  • Supply chain

  • Management of companies and enterprises

  • Information technology services

  • Computer systems design and related services

Database Marketing Manager

Database marketing managers maintain and monitor databases, perform analyses, extract data, and create reports.

These professionals design, evaluate, and optimize marketing campaigns for various industries. You can qualify for this role with a bachelor's degree in marketing or related fields.

Most hiring managers prefer candidates with experience in data analysis tools like SQL.

Average Salary

Database marketing managers earn median salaries of around $80,000 to $140,000.

Roles and Responsibilities

  • Create and manage database marketing programs

  • Extract data and perform analyses

  • Plan and develop targeted marketing strategies

  • Monitor and optimize marketing campaigns

Industries Employing Database Marketing Managers

Database marketing managers work in industries like:

  • Software publishers and other IT services

  • Advertising and public relations

  • Management, scientific, and technical consulting services

Account Director

Account Directors handle client-facing roles and manage customer accounts in marketing agencies and companies.

They oversee the daily requirements for advertising accounts and act as liaisons between the company and its clients.

Average Salary

Account directors earn over $100,000 in median annual salaries, with entry-level roles paying around $57,000.

Roles and Responsibilities

  • Update invoices and maintain customer satisfaction

  • Oversee marketing campaigns and advertisements

  • Pitch new concepts to clients

  • Supervise marketing teams and establish goals and objectives for them

Industries Employing Account Directors

High-paying industries for account directors include:

  • Advertising and public relations

  • IT and telecommunication services

  • Insurance carriers

  • Business Consulting

Digital Marketer

Digital marketing professionals manage a brand's online presence and marketing campaigns. They use social media platforms to promote product visibility and brand loyalty.

Most hiring managers employ digital marketers with search engine optimization (SEO), data analytics, and content creation skills.

Average Salary

Digital marketers earn median salaries of around $50,000 to $70,000 yearly. The amount increases based on experience level or location.

Roles and Responsibilities

  • Devise methods to drive traffic to the company's website

  • Convert site visits to sales

  • Manage the brand's online presence

  • Track web analytics and traffic

Industries Employing Digital Marketers

Digital marketers work in multiple sectors, including:

  • eCommerce and wholesale trade

  • Finance and insurance

  • Information technology

  • Advertising, public relations, and related services

Search Engine Optimization Director

These professionals use SEO tactics to improve their company's online presence. This role combines marketing and information technology to boost sales.

Hiring managers employ search optimization directors with advanced technical expertise, communication, and leadership skills.

Average Salary

SEO directors earn median salaries between $70,000 to $135,000 yearly.

Roles and Responsibilities

  • Develop strategies to improve the organization's SEO performance

  • Monitor online trends and collaborate across different departments

  • Manage a team of SEO analysts and specialists

  • Oversee the optimization of copies and landing pages for the website

Industries Employing Search Engine Optimization Directors

High-paying industries for account directors include:

  • Advertising and public relations

  • IT and communications

  • eCommerce and retail

  • Management of companies and enterprises

Market Research Analyst

Market research analysts combine data analytics and statistics to perform qualitative research and develop marketing strategies for organizations.

These professionals collect and analyze market trends and consumer habits to identify sales opportunities and predict future changes in their respective niches.

Average Salary

Market research analysts earn median annual salaries of around $63,000, with the highest 10% earning over $120,000.

Roles and Responsibilities

  • Design questionnaires and surveys to gather user data

  • Monitor industry and marketing trends

  • Identify potential markets and target audience

  • Analyze data and suggest campaign strategies to company managers and stakeholders

Industries Employing Market Research Analysts

Sectors with the highest-paid market research analysts include:

  • Aerospace product and parts manufacturing

  • IT services

  • Monetary authorities

  • eCommerce and retail

  • Management, scientific, and technical consulting services

Communications Director

Communications directors handle marketing and publicity for different organizations. They oversee all aspects of communication and promote a positive image for the company.

You can qualify for this role with an MBA or advanced certification in marketing, communications, and related fields.

Average Salary

According to PayScale and, communications directors earn average salaries between $80,000 to $174,000. However, professionals with more experience and certifications make over $170,000.

Roles and Responsibilities

  • Direct marketing strategies and PR campaigns

  • Manage the communications team

  • Oversee the company's social media platforms and website

  • Design and implement a multi-channel communications strategy

Industries Employing Communications Director

Communications directors work across multiple sectors, including:

  • Advertising and public relations

  • Broadcast media and entertainment

  • IT and telecommunications services

  • Management of companies and enterprises

  • Software publishers

Product Marketing Manager

Product marketing managers develop marketing strategies for different products. They interpret market research and apply their findings to create a product.

You can qualify for this role with a degree in marketing or related disciplines and several years of experience in the field.

Average Salary

According to PayScale,, and Glassdoor, product marketing managers earn median salaries of about $90,000 to $150,000.

Roles and Responsibilities

  • Work with creative and marketing teams to implement strategies

  • Test ad copies, product features, and releases

  • Evaluate product KPIs and customer feedback

  • Develop and maintain product budgets

Industries Employing Product Marketing Managers

Lucrative industries employing product marketing managers include:

  • Software publishers

  • eCommerce and retail

  • Management of companies and enterprises

  • Information technology services

Public Relations Manager

Public relations managers develop and implement PR and media strategies for companies and organizations. They review press releases and sponsor events to maintain their clients' public image.

PR managers work well with different departments to maintain a positive image for their organization. As a result, you need excellent interpersonal and management skills for this role.

Average Salary

Public relations managers earn median salaries of around $125,000, with the highest 10% making over $200,000.

Roles and Responsibilities Public Relations Managers

  • Design and oversee advertising and promotional strategies

  • Help companies communicate with the public

  • Prepare press releases for the media

  • Develop the organization's corporate image

Industries Employing

Top-paying industries with a high concentration of public relations managers include:

  • Computer and peripheral equipment manufacturing

  • Wholesale electronic markets and agents and brokers

  • Social advocacy organizations

  • Advertising, public relations, and related services

Digital Content Strategist

Digital content strategists design and create compelling content for an organization's website, social media, and online platforms. They work with marketing and sales teams to develop campaigns to engage customers and boost sales.

Average Salary

According to Indeed, PayScale, and, digital content strategists earn average wages of around $50,000 to $90,000 yearly.

Roles and Responsibilities

  • Analyze data to discover areas of improvement

  • Work with the marketing team and creatives to design content that meets brand goals

  • Develop and maintain a content calendar

  • Monitor content performance

  • Manage social media channels, create posts, and reply to user comments.

Industries Employing Digital Content Strategists

High-paying industries for digital content strategists include:

  • Advertising agencies

  • Healthcare sectors

  • Fitness and nutrition

  • Communication and entertainment

Content Marketer

Sometimes referred to as copywriters, these professionals create valuable content to attract and retain an audience.

Content marketers create engaging print and video content to advertise or promote products for an organization.

Many hiring managers prefer to hire professionals with bachelor's degrees in relevant disciplines.

Average Salary

Content marketers earn median salaries of around $50,000 to $80,000 annually.

Roles and Responsibilities

  • Plan and develop content marketing strategies with company managers

  • Collaborate with design and marketing teams to produce quality content

  • Proofread and edit written content

  • Create editorial calendar

Industries Employing Content Marketers

Top-paying industries for content marketers include:

  • eCommerce and retail

  • IT and Software publishers

  • Healthcare and pharmaceuticals

  • Tourism and hospitality

Senior Product Manager

Senior product managers handle product development from the planning stage to implementation. Most hiring managers prefer candidates with an MBA in marketing and relevant experience for this role.

Average Salary

Senior product managers earn median salaries of over $128,000 annually.

Roles and Responsibilities

  • Develop and oversee product marketing strategies for the organization

  • Track product lifecycle

  • Review performance and suggest changes to stakeholders

  • Evaluate and monitor consumer trends

Industries Employing Senior Product Managers

High-paying industries for senior product managers include:

  • eCommerce and retail

  • Management of companies and enterprises

  • Software publishers

  • Information technology services

Advertising Director

Professionals in this field work with content writers, designers, and other creatives to create compelling messages to sell products or services.

Average Salary

Advertising directors earn median salaries of over $79,000 yearly.

Roles and Responsibilities

  • Manage and oversee marketing teams

  • Determine sales strategies

  • Set budgets and negotiate advertising contracts

  • Maintain relationships with media outlets

Industries Employing Advertising Directors

Lucrative industries employing advertising directors include:

  • Advertising and public relations

  • Telecommunications services

  • Publishing

  • IT support services

Engagement Manager

Engagement managers track engagement metrics, strategies, and overall client relationships with the company and products. They improve client relationships with organizations by assisting with projects and solving problems.

Average Salary

Engagement managers earn median annual salaries between $75,000 to $168,000, with the lowest percentile earning around $35,000.

Roles and Responsibilities

  • Manage the organization's engagement metrics and strategies

  • Build and nurture relationships with clients

  • Direct resources from the organization to the client

  • Invoice and bill clients

Industries Employing Engagement Managers

  • IT and telecommunications

  • Finance and investment

  • Nonprofits

  • Management of companies and enterprises

  • Retail and manufacturing

eCommerce Director

These professionals manage product sales and distribution through various online shopping platforms. The role may vary based on the company and position.

eCommerce directors create, implement, and evaluate marketing strategies and customer experience.

Average Salary

Most eCommerce directors earn over $100,000 in median annual salaries, with the highest percentile making more than $160,000.

Roles and Responsibilities

  • Develop eCommerce marketing strategies and content plans

  • Monitor performance analytics and website traffic

  • Manage the production of marketing campaigns and materials

  • Communicate with suppliers

Industries Employing eCommerce Directors

  • Advertising, public relations, and related services

  • Retail and wholesale trade

  • IT services

  • Management of companies and enterprises

Chief Marketing Officer

Chief marketing officers are top executives who plan, execute, and oversee organizations' marketing activities. These professionals have long marketing careers and a broad understanding of the industry.

Average Salary

Chief marketing officers earn median annual salaries of about $175,000, with the highest percentile making over $270,000.

Roles and Responsibilities

  • Oversee market research and sales strategy

  • Approve campaign ideas

  • Handle and negotiate advertising contracts

  • Develop the company's marketing department structure

Industries Employing Chief Marketing Officers

Top-paying industries for Chief marketing officers include:

  • Oil and gas extraction

  • Software publishers

  • Manufacturing and consumer brands

  • Cable and subscription programming

How to Boost your Marketing Career

Professional certifications and advanced degrees are some of the best ways to boost your marketing career and stand apart from the competition.

Google Analytics certification shows hiring managers your data analytics proficiency, while Twitter Flight School training helps you master advertising on the platform.

You can also become a Professional Certified Marketer or earn an Interactive Advertising Bureau license in digital media sales and ad operations. However, you need a bachelor's degree and professional marketing experience to qualify for the exam and certification.

Joining a professional organization offers additional perks like networking opportunities, easy access to job openings, annual conventions, and more.

Pros and Cons of Marketing Careers

Exploring a  marketing career has its upsides and downsides. Here are a few of them.


  • High earning potential

  • Job fulfillment

  • You can work in various industries

  • Travel opportunities

  • Flexible work conditions


  • Highly competitive field

  • Requires a lot of dedication and productivity

  • Unending targets to meet

  • Stressful and demanding

Skills You'll Develop While Studying Marketing

A marketing degree gives you valuable skills to enjoy a lucrative career. Some of them include:

Critical Thinking and Analysis

Marketing professionals handle crucial data and information all the time. Honing your critical thinking and analysis skills help you understand patterns and trends to make informed business decisions.

Software Skills

Many businesses and organizations invest in marketing automation tools and software to increase efficiency. As a result, you'll need to adopt relevant technological skills to impress hiring managers.

Management Skills

You need this skill to improve your productivity and manage daily tasks. For example, it becomes challenging to plan and execute marketing campaigns without this skill.

Interpersonal Skills

Mastering effective communication and collaboration is a must for marketing professionals. You would have a tough time convincing customers to buy a product if you have poor communication skills.

Attention to Detail

Developing this skill improves your accuracy when completing tasks and helps you to notice little mistakes that could hinder the organization.

How to Prepare for a Marketing Career

1. Get a College Degree

Undergraduate and graduate programs equip you with relevant skills and knowledge to navigate most marketing positions. You can start with an associate degree and advance to postgraduate degrees and certifications.

2. Improve your Communication Skills

Most hiring managers prefer candidates with strong written and verbal communication skills. So, you need to find resources to fine-tune these skills.

3. Specialize and Socialize

To stand out from other marketing professionals, you need an area of specialization. For example, you can explore digital marketing, content strategy, or content creation. Once you discover your field, start networking with industry experts.

4. Boost your Portfolio with Entry-Level Jobs

Find entry-level jobs and gain relevant experience to add to your portfolio. Practicing your skills in these roles prepare you for advanced career opportunities.

You can also volunteer with nonprofit organizations to expand your network and boost your portfolio.

5. Earn Professional Certifications

Apply for credentials and licenses in your area of specialization to qualify for upper-management positions. You can find some free courses and certifications online or join a professional organization like AMA.

Marketing Resources to Help Your Career

Professional organizations provide access to industry survey data, educational lectures, resource libraries, online publications, and webinars.

Here are some of them:

You can also explore online courses on Marketing Analytics, Customer-Centric Marketing, and Strategic Social Media Marketing from edX.

How to Switch to a Marketing Career

Marketing careers are broad, so you have numerous opportunities to join this industry.

You can transition into an entry-level marketing role from any discipline with an associate marketing degree. Many professionals start their careers in general marketing or sales positions and transition to advanced fields.

You can apply for higher-paying managerial roles with a few years of experience and a postgraduate degree.

Frequently Asked Questions

What is Marketing?

Marketing is an activity or the business of promoting products and services with the intent of selling. Professionals in this field are responsible for getting customers interested in an organization's products and services.

What certification do I need for a Marketing career?

Marketing certifications to boost your career include:

Can I get a Marketing degree online?

Yes, you can.

Most accredited institutions offer online marketing programs for students and working professionals.

Some online programs support accelerated learning and allow you to complete your courses faster and graduate early.

What fields can Marketing professionals work in?

Marketing professionals can work in multiple sectors, including advertising, public relations, IT, communications, management, and technical consulting services.

Is there a high demand for Marketing majors?

According to the Bureau of Labor Statistics, marketing careers are in high demand, with over 35,000 job openings for advertising and marketing roles yearly. There's also an increased demand for digital marketers across multiple industries.

Final Thoughts

Marketing careers are dynamic fields with plenty of potential in different industries. They allow students to explore lucrative career opportunities and leave room for continued learning and career advancements.

A marketing degree from an accredited institution helps you develop professional skills to excel in different lucrative roles. This resource has everything you need to kickstart a career in this field today.

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