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What is Marketing?

Are you considering enrollment in a marketing degree program at a college or university on Connecticut? Skills in marketing, advertising, and promotions are considered valuable in every industry, making this major a good choice for many. This is especially true for individuals with an interest in planning promotional campaigns, performing market research, and coordinating with others.

The daily tasks and responsibilities of professionals in this field can vary significantly, depending on the type of work performed and the industry that employs them. Job duties are also likely to differ as a result of company/organization size and owner preference. In general, though, most advertising, promotions, and marketing employees are responsible for planning programs that generate interest in products or services offered by the companies and organizations they work for. They often collaborate with other professionals including art directors, advertising sales agents, and financial staff members.

Other common tasks include:

  • Organizing promotional events, contests, coupons, and giveaways
  • Negotiating advertising contracts
  • Evaluating prospective campaigns
  • Initiating market research
  • Analyzing research findings to understand customer preferences
  • Developing pricing strategies
  • Meeting with and advising clients
  • Hiring and overseeing marketing staff

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Marketing Education in Connecticut

To ensure marketing graduates have the skills necessary to thrive in almost any working environment; most colleges and universities offering this type of program strive to teach students easily applicable and transferable skills in analytics, decision-making, and organization. Interpersonal skills and creativity are also important, as is the ability communicate well with other professionals.

According to the U.S. Bureau of Labor Statistics, employment for marketing managers is expected to increase by 7% from 2019 to 2029. This is faster than the average for all occupations and will add approximately 19,100 new marketing manager jobs nationwide. This projected growth is primarily due to a consistent need for professionals able to create effective campaigns that can maintain and expand company market shares. Experts in the field are also sought for their abilities to provide valuable advice on crafting pricing strategies and finding new ways to reach customers.

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Professional and business services are the third largest industry in Connecticut. It accounts for $33.7 billion in revenue each year. Notably, finance and insurance, which is closely related marketing, is the second largest industry in the state. It accounts for $37.7 billion in revenue each year. As previously mentioned, however, every industry has use for marketing professionals. In fact, all five of the top industries in the state rely on this field to some extent. Real estate, finance, insurance, business, manufacturing, education, and healthcare providers regularly account for a significant amount of Connecticut’s revenue and often require extensive advertising and promotional efforts.

The U.S. Bureau of Labor Statistics also reports employment for market research analysts and marketing specialist occupations are relatively stable in the state. This sector accounted for 7,620 jobs in May 2020. Additionally, the annual mean wage for local professionals in this field was $75,000, which is significantly higher than the national median wage of $41,950 as reported for all occupations.

Many companies and organizations benefit from hiring marketing graduates in Connecticut. As a result, there are numerous academic programs available, both on-campus and online, to students who want to study this topic in the state. Those seeking professional work in Connecticut, in particular, should strongly consider enrolling in one of these programs. Local colleges and universities tend to offer the most geographically relevant educations that are trusted by nearby employers.

A degree in marketing can prepare graduates for a wide variety of employment opportunities, chief among them advertising, promotions, and marketing managers. Expertise in these areas is valuable to companies and organizations of every type, however, making it possible to find employment in nearly any industry.

Most marketing professionals have some form of advanced education, whether it’s an associate, bachelor’s, master’s, or doctoral degree. A bachelor’s degree is generally the minimum required for entry-level employment opportunities in the field. However, there are several paths available to prospective students. Every degree option has benefits and drawbacks, so it’s important to identify your personal academic and career goals prior to enrollment.

Associate Degree in Marketing (AS)

An associate degree in marketing is a good option for individuals interested in working in office and store management positions. Graduates are unlikely to find work at advertising agencies or marketing departments of large companies, however. These positions generally go to individuals with a higher level of education. An associate degree in marketing may qualify you for other entry-level employment opportunities in the field as well including salon manager, customer service repetitive, and marketing specialist.

Most associate degrees in marketing consist of 60 credit hours of coursework and take full-time students approximately two years to complete. Program specifics vary, but most are designed to provide a basic introduction to the field. They also help students develop important skills in effective communication and customer service.

Earning an associate degree in marketing is also a good first step toward completing a bachelor’s degree program. Credits from accredited institutions can be transferred and often drastically decrease the number of classes needed moving forward. In many cases, a subsequent bachelor’s degree could be completed with as little as two additional years of education.

Bachelor's Degree in Marketing (BS)

According to the U.S. Bureau of Labor Statistics, a bachelor’s degree is required for most advertising, promotions, and marketing management positions. Applicants are often considered better qualified for most positions in the field. This is especially true for management employment, creative jobs, and client-facing opportunities. As a result, professionals with bachelor’s degrees tend to enjoy greater security and higher pay than those with only associate degrees. Common jobs after graduation include marketing manager, regional sales manager, digital marketing manager, search engine optimization specialist, and account manager.

Most bachelor degree programs in business administration consist of 120 credit hours of coursework and take full-time students approximately four years to complete. Curriculums can vary, but are generally designed to help students develop skills in communication, digital marketing, product design, and marketing research. Many programs also allow students to designate a specialization, such as internet marketing.

While there are plenty of employment opportunities available to graduates at this level, some people choose to pursue further education. Advanced degree programs usually require candidates to have a bachelor’s degree in order to apply. Those interested will also need a minimum grade point average and GRE scores.

Master's Degree in Marketing (MS or MC)

While master’s in marketing is not required for many jobs in the field, earning one can be very beneficial. Alternatively, prospective students can choose to enroll in a master of business administration (MBA) degree with a specialization in marketing. MBAs are one of the most popular graduate degrees sought in the United States because they help new and current professionals significantly advance their careers. Graduates generally qualify for supervisory roles and take on more responsibilities in jobs like marketing executive, account director, product marketing manager, senior marketing manager, and search engine optimization director.

Most master’s degrees in marketing and business administration range from 30 to 60 credit hours of coursework and take full-time students approximately two years to complete, although some programs may take less time. Classes are often similar to those offered at the undergraduate level, but instructors do tend to explore various business fundamentals at a much deeper level.

PhD Degree in Marketing (PhD)

A PhD in marketing is best suited for individuals who want to conduct research and/or become academic professors in the field. Graduates are also positioned to qualify for careers in high-level roles, such as marketing director and chief marketing officer. Programs typically consist of between 90 and 120 credit hours and take full-time students four to seven years to complete. Most also emphasize quantitative and qualitative research, as well as analytic measurements. Students are often expected to conduct independent studies and write dissertations.

Graduates will have advanced mastery over marketing and marketing research. In addition to having access to some of the best employment opportunities available, they are also qualified to each marketing courses at colleges and universities.

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Become a Marketing Manager in Connecticut

The first step in becoming a marketing manager in Connecticut is identifying your personal career goals. There are many different employment opportunities available to graduates and almost every industry maintains positions of this type. Identifying your ultimate aspirations now will help direct your search for an appropriate academic program. It will also help you determine what level of education is necessary to achieve your goals.

As previously mentioned, most employers require marketing professionals to have a bachelor’s degree. In some cases, majoring in advertising, journalism, communications, or computer information technology is equally acceptable. Many college and university programs also give students the opportunity to select a concentration as part of their degree. This allows you to tailor a portion of the curriculum to a specific subsection or field so you can explore an area of interest at a much deeper level.

While not always necessary, once you have earned the necessary degree(s), you can choose to pursue various professional certifications and/or licensures. Doing this can help advance your career further, often leads to more employment opportunities, and can result in earning more money. One of the most common credentials is the Professional Certified Marketer (PMC), which is offered by the American Marketing Association. The Interactive Advertising Bureau also offers a wide variety of certifications covering numerous topics including digital media sales, digital media buying, and digital ad operations.

Marketing professionals can also choose to pursue certifications in specialized areas, such as Google Analytics. Many companies and organizations host programs designed to enhance skills related to certain topics. As a result, there are credentialing options available to suit nearly every interest in the field.

Those who choose to become certified must also keep continuing education in mind. Further training is often required in order to maintain credentialing. This can be completed through free courseware online, conferences, and academic institutions.

Careers for Marketing Graduates

After earning a marketing degree and acquiring certifications, you will be qualified to apply for a wide variety of positions in Connecticut.

Salaries and daily duties will vary, but some of the most common career options include:

  • Marketing Director
  • Marketing Specialist
  • Marketing Manager
  • Special Events Manager
  • Social Media Manager
  • Account Manager
  • Marketing Coordinator
  • Operations Manager
  • Senior Project Manager
  • Merchandising Manager
  • Business Development Director
  • Senior Marketing Manager
  • Media Buyer
  • Digital Marketing Manager / Director
  • Brand Manager
  • Advertising Coordinator
  • Marketing / Research Analyst
  • Product Manager
  • Marketing Manager
    Marketing managers are responsible for developing advertising or merchandising sales campaigns for the business they work for. Depending on the situation, they may be assigned a single product, brand, or an entire company. These professionals must be able to collaborate with product managers, as well as monitor program performance and develop market research studies. According to PayScale, marketing managers make an average base salary of $66,700 per year.
  • Account Manager
    Account managers are responsible for establishing, maintaining, and building relationships with specific customers for the company or organization they work for. They follow the procedures and guidelines established by their employers, ensuring information about products and services is offered correctly. These professionals may also create and give presentation to individuals or groups. According to PayScale, account managers make an average base salary of $55,900 per year.
  • Special Events Manager
    Special events managers are responsible for planning, organizing, and overseeing events for the companies and organizations they work for. They often develop strategies to ensure special event success and track budget limitations. These professionals also attract clients, provide marketing materials, and offer follow-up information to event participants. According to PayScale, supply chain managers make an average base salary of $53,600 per year.
  • Merchandising Manager
    Merchandising managers are responsible for planning strategies for effectively managing the merchandise sold by the company they work for. They generally develop methods for handling large amounts of incoming products and coordinate appropriate accommodations as necessary. These professionals also manage the day-to-day operations of logistics teams, as well as help complete certification requirements for specialized machinery. According to PayScale, merchandising managers make an average base salary of $65,500 per year.
  • Business Development Director
    Business development directors are responsible for developing the necessary strategies for successful operations throughout the business or organization they work for. They often report directly to owners, shareholders, or boards of directors, providing insight into ways to market the goods and services offered to wider markets. These professionals also fine-tune departmental tasks, negotiate with suppliers, manage sales, coordinate action plans, and research potential legal matters that may arise. According to PayScale, business development directors make an average base salary of $105,900 per year.

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  • Senior Marketing Manager
    Senior marketing managers are responsible for overseeing marketing planning, product development, and brand management. They often recommend, create, and implement various marketing programs and campaigns to highlight the products and/or services offered by their employers. These professionals also manage and analyze results of programs and provide possible changes for future endeavors. According to PayScale, senior marketing managers make an average base salary of $100,000 per year.
  • Digital Marketing Manager
    Digital marketing managers are responsible for developing and overseeing marketing projects that correspond with their employers’ goals and values. They usually create and implement strategies to be utilized by new media and digital marking teams, as well as supervise collaborations. These professionals also coordinate online advertising campaigns on various social and digital media platforms. According to PayScale, digital marketing managers make an average base salary of $68,000 per year.
  • Advertising Coordinator
    Advertising coordinators are responsible for organizing media for individual clients or the organizations they work for. They often direct television and print advertising campaign scheduling, as well as perform market research to identify the best ad strategies. These professionals also help establish content and graphics when working with television, internet, and newspaper companies. According to PayScale, advertising coordinators make an average base salary of $45,450 per year.
  • Marketing Analyst
    Marketing analysts are responsible helping businesses gain additional insight into the products and services they offer from an advertising standpoint. They use predictive statistics, customer profiling, and data analysis to oversee marketing programs and perform trend analysis. These professionals also collaborate with other internal departments, identify opportunities for new initiatives, and develop strategies to test performance. According to PayScale, marketing analysts make an average base salary of $57,000 per year.

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