Marketing Curriculum

Information compiled by the GradSchools.com team - last updated December 2010

Studying in the field

From the time you wake up and brush your teeth until the time you come home and eat dinner, you are bombarded with choices. Whether it is brand of toothpaste or a type of microwave dinner, marketing influences the daily lives of all consumers.

Companies know that students from graduate programs in marketing will be able to help them spend their money more wisely and guarantee that their message reaches the specific group they choose. Graduate students will be prepared with the knowledge of specifics about sociology, understanding consumer emotion, and the buying patterns of specific populations. Marketing at its highest level is an extremely intellectual and abstract profession, one whose applications and results are firmly rooted in the world of the practical consumer.

Potential candidates for graduate marketing programs should be productively creative and ambitious in their approach to school and life in general. While students will receive training in more traditional academic topics like sociology and psychology, it is still very important for those in the marketing field to be actively participating with the world around them. Additionally, with just about any product or service being capable of being marketed, you will find a few specific directions you may choose to focus on, such as:

• Business-to-Business Marketing
• Developing New Products and Services
• Advertising
• Public Relations
• Marketing Strategy
• International Marketing
• Consumer Behavior
• Sales Management and Control
• Retail Management
• Marketing Consulting
• Food Marketing

Building a successful marketing career is about knowing the ropes in the real world as much as it is being familiar with the basics that govern it. Chances are you already have some sort of background in a related field should you be considering graduate work in marketing. Your life experience will prove very important. Whether you are considering a Masters or doctorate, your previous career and experiences should be emphasized.

A small and even more unique group of people may also consider the new Executive MBA of marketing degree a few schools now offer. The website for Saint Joseph's University - one of the leaders in this field - describes this new degree as "designed to prepare food industry professionals for senior management positions by providing in-depth knowledge and expertise across key functional areas such as Finance, Strategy, Global Marketing, Sales, Technology and Leadership. This broad generalist curriculum is augmented with a strong concentration in food marketing by providing breath and depth through coursework that is topical, practical and tailored to address the critical issues of the food industry." Therefore, enrolling in a well-respected program that is looked upon favorably in the field is of great importance. Finally, graduate degrees may also lead to academic or research positions.

Job opportunities in the field

Because we live in a consumer-driven economy, the avenues for marketing professionals to pursue are seemingly infinite. In addition, several universities and colleges are currently expanding their relevant graduate programs catering to professionals refining and honing their careers. Besides the type of graduate degree, the specific area you choose to pursue is really only limited by your particular interests and the ways in which you want to spend your time and professional life. Specific areas include:

• Advertising
• Brand Management
• Business-to-Business Marketing
• Direct Response Marketing
• Distribution Channel Management
• Marketing Research Leader
• International Marketing
• Marketing Models and Systems Analysis
• Marketing Research
• New Product Planning
• Retailing Management
• Marketing Professor

The amount of money you can earn in a career in marketing depends on what aspect of the field you choose to specialize in. There are, as might be expected, both higher- and lower-paying jobs in marketing. Therefore, it is a good idea to look into the various fields and the amount of money they generally pay. As is the case with most fields, the knowledge and experience of a graduate degree is very valuable in terms of compensation.

Marketing and public relations are often considered together, for the two fields can be said to constitute both sides of the same professional coin. Indeed, you will find a great deal of crossover when it comes to the work that is done by professionals in both fields. Therefore, the Bureau of Labor Statistics groups them together for its job-outlook report:

"Many people are attracted to this profession because of the high profile nature of the work. Opportunities should be best for college graduates who combine a degree in journalism, public relations, advertising or another communications-related field with a public relations internship or other related work experience."

The Bureau of Labor Statistics also believes that job opportunities in public relations will grow faster than average through the year 2014. This is because, "the value of a company is measured not just by its balance sheet, but also by the strength of its relationships with those on whom it depends for its success. With the increasing demand for corporate accountability, more emphasis will be placed on improving the image of the client, as well as on building public confidence."

And, of course, there will also be a place for those who can persuade the general public to perform an act or buy a product, which is why students with a degree in marketing will also be able to find great work.