Considering a Marketing Major? Essential Facts for Prospective Students

Choosing a college major is one of the most important academic decisions you’ll make. It shapes your career path and opens doors for years to come. If you’re drawn to creativity, communication, and analytics, a degree in marketing may be the right fit. But before you commit, it’s helpful to know what the degree involves, how graduates fare in the job market, and what career opportunities await.

This guide walks you through the essential facts about marketing majors, from program types to career outcomes, so you can make a confident, informed choice.

Career in a Nutshell

A marketing career blends creativity (designing campaigns, building brands, and storytelling) with analytics (understanding consumer behavior, tracking performance, and measuring ROI). Graduates can find work across industries such as technology, retail, healthcare, finance, entertainment, education, and nonprofits.

Common career specializations include:

• Brand Management – Developing and maintaining a company’s image
• Digital Marketing – Social media, SEO, content marketing, and paid ads
• Market Research – Studying consumer preferences and industry trends
• Product Marketing – Positioning, launching, and promoting new products
• Advertising & Communications – Creating campaigns and managing media channels
  

Pros and Cons of a Marketing Major

Pros

• Wide variety of career options, from creative to technical roles
• Strong salary growth potential 
• Growing demand for marketing roles overall, and especially in digital and data-driven marketing
• Develops transferable skills: communication, strategy, and analytics
• Versatile degree applicable across industries
  

Cons

• High competition for entry-level jobs
• The underemployment rate among new graduates is slightly higher than for graduates with other majors
• Salaries at the start may be lower compared to other business majors
• Constantly evolving field that requires continuous learning
• Employers increasingly expect technical skills like analytics, and fluency with digital tools
  

Types of Marketing Programs

Universities in the U.S. offer several undergraduate pathways for students interested in marketing:

• Bachelor of Arts (BA) in Marketing – Liberal arts focus, strong communication and critical thinking foundation
• Bachelor of Science (BS) in Marketing – Emphasizes quantitative skills, marketing research, and analytics
• Bachelor of Business Administration (BBA) with Marketing concentration – Business fundamentals, leadership, and strategy within a business school context
  

There are about 50K marketing-related bachelor’s degrees awarded per year in the United States, representing about 2% of all graduates (NCES). General Marketing Management accounts for the largest share of marketing graduates, at about 80% of degree-earners. Specific programs, like marketing research, international marketing, digital marketing, public relations, advertising and others make up the remaining 20% of degrees.

Rankings & Size

• Top-ranked marketing programs according to U.S. News include the University of Michigan, University of Pennsylvania, Indiana University at Bloomington, and University of Texas at Austin
• The University of Alabama, Florida State University, and Southern New Hampshire University award the highest number of marketing degrees annually, according to Data USA
  

Career Prospects & Employment Outlook

• Projected job growth: 8% (2023–2033), faster than average for all occupations (Bureau of Labor Statistics)
• Underemployment: Nearly half of new grads with marketing degrees are underemployed, which is slightly higher than for other degrees (New York Fed)
• Sample entry jobs: Marketing Assistant, Brand Assistant, Social Media Coordinator, Product Marketing Assistant, Sales Assistant, Junior Account Manager
• Fastest growing roles: Digital Transformation Specialist, Digital Marketing and Strategy Specialist, E-Commerce Specialist, and Social Media Strategists (World Economic Forum)
• Starting salaries: $70K+ for top programs (e.g., University of Michigan BBA), though averages vary widely
• Salary potential: Marketing has one of the highest top-end salaries among business disciplines, with the top 10% earning more than $200K per year (Bureau of Labor Statistics)
  

Trends in Marketing Graduates

From 2016 to 2019, the number of marketing graduates rose steadily, fueled likely by the rise of e-commerce, digital platforms, and social media. After 2020, numbers plateaued and declined slightly, possibly due to the pandemic and the growing popularity of adjacent majors like business analytics and data science.

Alternative Paths to a Career in Marketing

You don’t necessarily need a marketing degree to build a successful career in the field. Many professionals come from business, communications, psychology, or even liberal arts backgrounds and supplement their education with certifications and hands-on experience.

These credentials can be completed online, often at a low cost, and are highly valued by employers seeking digital-savvy marketers.

The American Marketing Association offers an extensive suite of credentialed learning products. Our certificates and Professional Certified Marketer® credentials are designed to equip you with the knowledge and skills needed to excel in today’s competitive market, whether you’re in high school, in college, or have already started your career. 

Is Marketing the Right Major for You?

Marketing can be a great fit if you want a dynamic career that combines strategy, analytics, and creativity. It’s best suited for students who enjoy working with people, adapting to new technologies, as well as understanding and communicating with numbers.

But remember: success in marketing depends on continuous skill development. Pairing a marketing degree with technical expertise in data analytics, digital marketing, or design can significantly improve job outcomes.

While a marketing degree offers flexibility, versatility, and the potential for high earnings, it’s not the only path into the field. Whether through a formal degree or certifications, building both creative and analytical skills will set you up for long-term success in this evolving industry.