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Bachelor of Science (BS): Marketing Degree Overview

A 4-year Bachelor of Science in Marketing program includes general business courses as well as basic instruction in advertising, e-marketing, management, copywriting and entrepreneurship. Such a program could prepare graduates for immediate employment or for graduate study. Students can also find undergraduate marketing programs through Bachelor of Business Administration concentration options.

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Bachelor of Science in Marketing

The Bachelor of Science (B.S.) in Marketing program teaches students to examine consumer behavior, implement the principles of effective selling and help businesses make strategic decisions on product development and pricing. Students also learn to use promotion tactics to meet the needs of customers and ensure businesses make a profit. To enter a bachelor's degree program, individuals must have at least a high school diploma or GED.

These programs are commonly offered by a university's business or management department and are often available in a traditional classroom or online. Individuals interested in the online programs use online course management systems, like Blackboard, to turn in assignments and communicate with their professors and other students.

Course Topics

Students learn about demographics and how they're used to determine marketing strategies. Programs usually require students to complete a capstone experience, which often involves a team project. Additional areas of study can include:

  • Advertising
  • Brand management and development
  • E-marketing
  • Copywriting
  • Consumer behavior
  • Sales management
  • Market research
  • Marketing communications

Popular Careers

Marketing professionals study market trends, develop pricing strategies, identify consumer needs and promote products to the intended clients. A B.S. in Marketing opens the doors to a variety of careers, including:

  • Marketing manager
  • Market research analyst
  • Promotions manager
  • Green marketers
  • Advertising sales manager

Salary and Career Outlook

The U.S. Bureau of Labor Statistics (BLS) indicates that the majority of marketing managers earned between $62,650 and more than $187,199 annually as of 2012. Marketing research analysts generally made $33,280 to $113,500 at that time, while the salary range for most promotions and advertising managers was $43,270 to over $187,199.

The BLS predicts that job growth for marketing, promotions and advertising managers will reach a rate of 13% between 2010 and 2020; during the same period, the BLS projects an employment increase of 41% for market research analysts, which is much higher than the average rate for all jobs.

Continuing Education

A graduate of a B.S. in Marketing program could go on to obtain a Master of Business Administration (MBA) in Marketing. These degree programs usually take 2-3 years to complete and can include courses in information management, marketing ethics and communications. Often, these programs require students to complete 39-48 credit hours beyond the bachelor's degree.

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Source: Bureau of Labor Statistics