Published: May 5, 2023

Companies of all sizes use marketing to promote their brand and generate growth. It’s a burgeoning field that blends creativity, data, research and communications, and it offers equally diverse career paths. Marketing can encompass everything from traditional advertising and branding campaigns to content creation, social media and email management, search engine optimization, market research and data analytics.

The U.S. Bureau of Labor Statistics projects that employment of advertising, promotions and marketing managers will grow 10% through 2031, faster than the average for all occupations. As technology and marketing continue to merge, opportunities will also evolve.

We sat down with Dr. Matteo Peroni, associate professor of marketing at Lynn University’s College of Business and Management, to learn more about what you learn as a marketing major and the career options available to you.

What skills will you learn in a marketing degree program?

Marketing is a constantly evolving industry that reflects a blend of foundational business skills with new techniques, tools and technologies. This ongoing evolution is part of the fun, according to Peroni.

“Marketing is dynamic. It seems like every year there’s something new and different, and you have to rewrite the rules all over again,” he says.

To prepare for a career in a rapidly changing field, you need a well-rounded and up-to-date degree program. Once in a program, you can expect to learn general business skills along with skills specific to marketing.

General skills

The following skills are important to develop for many career paths, including marketing, according to Harvard Business School Online:

  • Data analysis: Strong analytical skills will help you analyze trends, data and metrics. This is key to making intelligent decisions and developing effective marketing strategies.
  • Communication: Communication is the heart of most marketing roles. You must communicate with your target audience, clients, managers and other decision-makers.
  • An understanding of economics: According to Harvard Business School Online, economics is the study of how people, groups and nations manage and use resources. Having a basic knowledge of economics helps you make decisions regarding markets and consumer behavior.
  • Decision making: Solid decision-making skills are critical because many decisions are tied to deadlines, budgets and organizational success. You must be comfortable with evaluating and deciding on options at hand.
  • Business management: Organization is an important skill for any marketing professional. You’ll be called on to organize complex projects, multitask, hit deadlines and manage teams without skipping a beat.
  • Emotional intelligence: This is the ability to effectively manage your own behavior, navigate social complexities and be aware of the needs of those around you. According to a study by TalentSmart, 90% of top performers have a high degree of emotional intelligence.
  • Creativity and storytelling: “In every marketing role, even those that are numbers-driven, creativity always matters,” Peroni says. “You have to see beyond the obvious, and for that to happen, you have to be creative. Even if you’re a numbers person, you have to let the data tell the story. Storytelling, whether through images or data, is a critical marketing skill.”

Marketing skills

Learning the following technical skills should be part of any four-year marketing degree program:

  • Digital marketing core principles, best practices and strategies
  • Content marketing fundamentals, strategies and content creation
  • Market research tools and techniques, including data collection and analysis
  • The science behind consumer behavior and how it impacts purchase decisions
  • Marketing’s role in business innovation and the development of new products
  • Communication and contemporary self-branding strategies

What topics will you study in a marketing degree program?

The types of marketing classes and topics within your degree program will vary by school and may also depend on your area of concentration. At Lynn University, you can expect to take courses covering the following topics on your way toward a Bachelor of Science in Marketing:

  • E-commerce fundamentals: You’ll study the basics of selling goods and services online, including e-commerce technologies and their impact on business.
  • International marketing: Business activities have to adapt when companies operate across national boundaries. You’ll learn how to navigate key business functions, assess threats, recognize opportunities and evaluate customer needs from a global perspective.
  • Marketing research: Research is the cornerstone to making solid decisions. You’ll explore methods of market research, research project design, explore ways to define problems and learn how to interpret results.
  • Marketing principles: Foundational knowledge for marketing professionals includes a deep understanding of the principles that guide marketing efforts. You’ll look at the various distribution channels, promotional activities and buyer behavior. Additionally, you’ll learn about product planning and price policies.
  • Technology and consumer behavior: Current and emerging technology plays an important role in consumer decisions, including the decision to buy. You’ll focus on how technology can engage users, share brand experiences and influence consumer decisions.
  • Business analytics: Big Data plays a role in business decisions. You’ll learn how to use analytical tools in spreadsheets, evaluate results and effectively communicate the significance of data to help drive economic decisions.

“Students also cover digital marketing, search engine optimization and how to optimize a website for mobile during the program,” Peroni says. “Lynn University’s curriculum also includes an integrated Google Analytics certification.”

What career opportunities are available in marketing?

Strong marketers are needed across industries, and this diversity provides extensive career opportunities. Some common marketing careers and their main functions include:

  • Brand strategist: Manage a company’s brand through messaging and strategy creation
  • Data analyst: Gather and analyze data and metrics to help in strategy creation and decision-making
  • Entertainment marketer: Generate interest in events or clients through various channels, including advertising and social media
  • Marketing manager: Plan, implement and manage marketing campaigns
  • Market researcher: Gather, analyze and present findings to decision-makers regarding industry trends, customers, products and competitors
  • Social media strategist: Strategize ways to use various social media platforms to drive engagement and support a brand’s message
  • User experience (UX) designer: Focus on how customers experience products and services to ensure accessibility, functionality and ease of use

Learn more about Lynn University’s marketing program

Lynn University’s bachelor’s degree in marketing teaches you marketing principles, strategy creation, decision making, digital marketing and a wide range of vital topics. You’ll learn about market research, data analysis, consumer behavior and the impact of technology. You will develop a deep understanding of how marketing works and how marketing fits into business strategy.

Those interested in launching a career in marketing should explore Lynn University’s online Bachelor of Science in Marketing. If you have questions about this or other degree programs, please contact us today.

Notes and conditions - PLEASE READ

Employment and career advancement: Actual outcomes vary by geographic area, previous work experience and opportunities for employment. Lynn University does not guarantee employment placement or career advancement.

About the Author

Lynn University

Take your education to the next level with Lynn University's high-quality, flexible and affordable online bachelor's degree programs. Whether you're interested in business, education, communication, aviation, criminal justice or the arts and sciences, you'll find something here for you. Explore programs led by established faculty members who are passionate about your success.