英文专业介绍

Guide to College Majors in Marketing

In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.

--David M. Ogilvy

What is Marketing?

The common perception of marketing is that it's purely the promotional efforts that go into selling a product. 40 years ago, the American Marketing Association defined marketing as "the performance of business activities that direct the flow of goods and services from producer to consumer or user." The current definition, however, encapsulates an organized behavior system which generates an output of value to consumers.

More than just window dressing, the foundations of marketing involve:

?Research to identify customer needs and product development

?Communication strategies and delivery of products and services to current and potential customers

?Planning methods to determine where to market and set prices ?Knowing how to respond to international markets and cultures as necessary

'Marketing' is not just a job title, but a crucial business function. A marketing degree helps you develop the tools you need to create an environment where your ultimate delivery goals are supported through market research, design and maintenance in every aspect of the organization to satisfy your target audience's needs.

Career Education in Marketing

Undergraduate and graduate degree and certificate programs

A degree in marketing prepares you for careers in the marketing world, whether you're looking to break in or to build up an existing career. Marketing degree programs combine the mathematical and statistical courses of an accounting degree with the organizational focus of a business major, plus the human behavioral studies of the liberal arts. And of course there are the added Web-based and e-commerce marketing principles to master.

Career education in marketing is essential, because you'll learn how to bring a product or service from idea to acceptance, and practice how to gain a competitive edge in the marketplace (and in your career). Marketing can account for one of the largest expenditures in an organization. A major portion of the workforce is directly or indirectly in a marketing job, and the demand for marketing experts is not affected by economic fluctuations. You'll have a better-than-average chance of advancing to decision-making positions faster in marketing than in other occupations.

Most large firms will expect to see at least a bachelor's degree for professional positions and an MBA is preferred for management careers. In today's hyper-competitive economy, many marketing professionals are earning their marketing degrees online, in order to advance without giving up their jobs.

Associate's Degrees in Marketing

The marketing associate's degree can be a step towards a bachelor degree or used to qualify for an entry-level job such as retail sales and customer service, wholesale distribution, advertising, buying, and promotions. You'll be required to have a high school diploma or GED and a strong aptitude for analysis and mathematics. It is suggested that students bring some work experience with them since this enhances case study comprehension.

Bachelor's Degrees in Marketing

A bachelor's degree in marketing--often a business administration degree with a marketing focus--takes longer than an associate's degree, but rewards you with better job opportunities. Your higher-level career choices upon graduation can include management-level jobs in marketing, sales, retail merchandising, promotions, and marketing research.

Marketing MBA Programs

At the graduate level, your best bet is a Master's of Business Administration (MBA) in marketing. Most MBA programs will either have a strong marketing component in the curriculum, or will offer marketing as one of the group of MBA specialties. A recent Collegiate Employment Research Institute (CERI) survey estimated that marketing MBA grads earned between $46,500 and $58,800 in 2005.

Generally, these programs are designed for more experienced professionals who work within the marketing, advertising, or public relations sectors of a company. In addition to the core courses of the program, you'll be are exposed through actual case studies to specific issues that confront marketing managers every day. You'll be expected to bring your own business education and work experience with you to be admitted into an MBA program. Students enrolling in MBA marketing programs will examine the constantly changing roles of various marketing functions within a company, and a variety of topics and issues highly relevant to the changing workplace. See our online MBA page for more information on specific marketing MBA programs.

Marketing graduates should be well-positioned to attain management roles in corporations, marketing agencies, or entrepreneurial endeavors. Only in the cases of advanced study, researching, or teaching would a doctoral degree be necessary in marketing.

What can you do with a College Major in Marketing?

Marketing, Research, and Sales Career Options

The majority of marketing professionals work in sales as an entry point. With your increased experience and education, you may qualify to move more quickly into a marketing management position.

Marketing can be applied to almost every occupational field. Students often look for entry or advancement opportunities in advertising agencies, PR firms, corporate marketing, marketing research, brand management sales and retailing departments, and customer relationship management. And don't overlook the career opportunities in a non-profit organization such as registered charities, arts groups, and special interest communities.

Marketing Careers

Marketing managers might oversee several departments working to determine market demand, maximizing profits through pricing and distribution strategies, and direct promotion efforts. The average annual salary for 2003 was about $74,000.

As part of an in-house department or offsite market research firm, market research analysts are responsible for defining the 'problem,' developing research methodology, analyzing data, and interpreting and presenting the results. A master's degree is the minimum requirement at many firms in the private sector, and the median earnings for 2004 were just over $56,000. With a bachelor's degree in marketing, you can enter the field as a research assistant, trainee, or marketing interviewer. The demand for market researchers will remain strong, mostly working through research firms.

The brand or product manager oversees the marketing responsibilities for a particular type of product. It is a challenging, well-paid career and won't put excessive overtime or travel demands on you. It's also a very competitive field, so a bachelor's degree in marketing or commerce is suggested as a minimum prerequisite.

The sales manager supervises the sales force including establishing territories and quotas, recruiting and hiring, training, and incentives programs. Work experience plus a degree is preferred as you will be responsible for working with the data and statistics you've gathered to increase profitability and make planning decisions.

Advertising managers can choose either the business side of advertising (account management or account planning); or the creative side, where they create ads or work in media planning and production. Median earnings in 2004 were about $64,000, but vary widely depending on the size, location, and your position within your organization.

Another arm of the marketing field is public relations, where you'll have a similar goal, with a different methodology. You'll be in charge of projecting and maintaining a favorable image for your organization or client. The median earnings in 2004 were over $70,000 for public relations managers.

Online retailing is another growth opportunity for marketing degree holders. Online sales hit $108 billion in 2006, and growth has continued at a breakneck pace since then. Almost all major retailers have online ordering, which opens up new career possibilities, especially with the recent proliferation of online degrees in e-commerce.

Nonprofit sector - There is a growing demand for marketing management professionals in many nonprofit fields. Some of the interest areas include: arts and culture, community economic development, education, environment, foundations, government, health care, international aid, and social services.

Explore Related Career Pathways

Marketing and Advertising

Public Relations

Visual Communication and Design

Writing and Editing

Certification and Licensure

There is no standard "marketing accreditation" a marketing practitioner can get, but certain job categories will have designations you can work towards. As always in business, it is recommended that you keep up with trends in the marketing field through industry periodicals, networking and workshops, and regular enrollment in credit and noncredit courses.

Explore Related Degree Programs

- Online Degrees in Marketing

- Online Degrees in Marketing Management

- Online Degrees in Retail & Sales

- Online Marketing MBA Programs

Marketing Major

?What is Marketing?

?What are Some Specializations Within this Broad Major?

?What Kinds of Students Major in Marketing?

?What Courses Do Marketing Majors Take?

?What Types of Positions do Marketing Majors Take After College?

?Related Links

?University Departments to Consider

?Two-Year College Curriculums to Consider

What is Marketing?

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. It is a major in which an individual manages many different aspects of a company?s marketing division. The marketing major includes study of the demographic, social, economic, technological, environmental and cultural factors influencing the demands for consumer and industrial goods and services, so that appropriate polices and procedures may be undertaken to meet these demands. Contemporary marketing managers must understand not only the traditional areas of marketing channels, sales management, advertising, and research, but must also be familiar with consumer and dealer motivation. The process requires an understanding of buyer and seller behavior within the context of the overall market environment. top

? What are Some Specializations Within this Broad Major?

https://www.360docs.net/doc/d176375.html, cannot pinpoint your interests beyond recommending this general major. Various specializations related to this major may be offered by colleges and universities. These specializations may be of greater or lesser interest to you. A few of the specializations related to this field include, but are not limited to:

Apparel and Accessories Marketing Business Marketing

Tourism and Travel Services Marketing Operations Marketing Operations or Marketing and Distribution Marketing

Management Marketing Research top

? What Kinds of Students Major in Marketing?

This major is excellent for individuals who enjoy working in teams and are creative in developing new ways to accomplish their company?s goals. Contemporary marketing managers must understand not only the traditional areas of marketing channels, sales management, advertising, and research, but must also be familiar with consumer and dealer motivation. The process

requires an understanding of buyer and seller behavior within the context of the overall market environment. Marketing majors have hobbies that may include the use of computers and activities involving teamwork and problem solving.

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What Courses Do Marketing Majors Take?

The required and elective courses you would take for majors vary

considerably among institutions. Courses are listed here that are

illustrative of the breadth of topics you are likely to experience were you to major in this field.

Consumer Behavior Global Marketing Logistics Strategies

Corporate Finance Marketing Management Marketing Strategy

Product and Price Management Marketing Research Marketing Channels

Sales Management Retail Management Business to Business Marketing

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What Types of Positions do Marketing Majors Take After College?

These professions and professional organizations illustrate the types of positions you might qualify for if you complete this major. Some majors are more directly related to employment than others, however. You should consider the likelihood of employment after graduation carefully, if you do not plan to go on for graduate work in a field. Even with the completion of graduate work in some fields, however, employment is difficult, so you should determine what the prospects are for this or any major. Employment possibilities are often enhanced by the selecting employment-related courses and by the enrollment in second major or in a minor.

Marketing Channel Coordinator Product and Price Management Sales Management Logistic Strategist Marketing Communications Global Marketing

Are you interested in detailed information about the forecasted demand for a particular profession? Are you interested in the estimated salaries such positions are likely to pay? This government Web site allows you to search on a particular job, whether listed here or not, to give you this information.

Bureau of Labor Statistics

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