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What is Marketing?

Marketing professionals can be found in nearly any industry in the world, and they may perform a wide variety of tasks. Graduates in this field will be able to choose from an assortment of employment opportunities including advertising, promotions, and marketing managers. Daily expectations are likely to vary depending on the chosen industry, as well as employer type, size, and preference. As a result, it’s essential to research every opportunity thoroughly prior to submitting applications.

Regardless of industry, there are some common responsibilities most advertising, promotions, and marketing professionals can expect. As their primary job often relates to planning programs that generate interest in products or services offered by the companies and organizations they work for, they must be able to organize relevant events, contests, and giveaways. Collaboration is frequently required, so workers should also expect to interact often with others, such as art directors, advertising sales agents, and financial staff members.

Other common tasks include:

  • 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

Because marketing positions require a breadth of knowledge and skills, colleges and universities strive to incorporate essential marketing concepts into their curriculums. This ensures graduates are able to succeed in almost any work environment. Many institutions also offer numerous opportunities to learn and develop skills in analytics, decision-making, and organization, which will be useful in any profession. The most successful professionals in this field also tend to have good interpersonal and communication skills, as well as the ability to think creativity.

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Marketing Education in Indiana

Are you interested in pursuing a marketing degree at a college or university in Indiana? Professionals in this field are often highly coveted, as they possess useful knowledge related to marketing, advertising, and promotions. Because skills in these areas are transferrable and may be used in a wide variety of industries, this discipline has become quite popular among students in the United States. This is especially true for individuals who want to learn how to successfully perform market research and plan promotional campaigns.

According to the U.S. Bureau of Labor Statistics, employment for advertising, promotions, and marketing managers is expected to increase by 10% from 2020 to 2030. This is about as fast as the average for all occupations and will add approximately 31,100 positions to the job market nationwide. The majority of newly available positions will result from current workers transferring to different occupations or exiting the labor force. Another factor impacting this projected growth include a continued need for professionals capable of creating effective campaigns that both maintain and expand company market shares. It’s important to note that, while an increase in electronic media will result in decreasing demand for print advertisements, opportunities in industries utilizing digital media campaigns via websites, social media, and live chats will be more readily available.

Most companies and organizations in Indiana utilize marketing professionals when advertising their product and services. Manufacturing is the state’s top industry, accounting for $100.7 billion dollars of revenue per year. Other top industries include real estate, business services, finance, wholesale, retail, construction, and entertainment. All of these sectors depend heavily upon marketing professionals, making this a relatively stable profession in the state.

The U.S. Bureau of Labor Statistics also reports that Indiana employed 10,100 market research analysts and marketing specialists as of May 2020. Additionally, the annual mean wage for local professionals in this field was $59,320, which is well above the national median wage of $41,950 as reported for all occupations.

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Many companies and organizations in Indiana depend on, or at least benefit from, hiring graduates who possess marketing degrees. This is especially true for those who received their degrees in-state, as local institutions tend to be most familiar with employer needs in the region. While online marketing programs are readily available, it’s often best to pursue education in the state you intend to work. Many colleges and universities also have established relationships with nearby employers, which can lead to faster employment after graduating.

Most professionals in this field will require some level of formal education in order to find consistent employment. For most, this means earning a bachelor’s degree in marketing. There are degree programs available at every level, however, from associate to doctorate. As all degree types have their own benefits and drawbacks, it’s important to consider your career goals carefully before enrolling in a program.

Associate Degree in Marketing (AS)

An associate degree in marketing can make it easier to find employment in an office or as a store manager. While this level of education is unlikely to qualify graduates for work with advertising agencies or marketing departments of large companies, it may be enough to secure some entry-level customer service positions and help them gain experience. Opportunities are likely to be available mostly with smaller businesses.

Alternatively, graduates can use credits earned from their associate degrees to make earning their bachelor’s degrees less expensive. Most four-year institutions accept course credits transferred from accredited community colleges. Taking this route is likely to lead to more advanced employment opportunities in the future.

Most associate degrees in marketing consist of 60 credit hours of coursework and take full-time students approximately two years to complete. Most programs focus on liberal arts education requirements such as written communication, math, and social science, and provide students with a basic introduction to the field. Instruction is typically meant to assist those enrolled in developing important skills in communication and customer service.

Bachelor's Degree in Marketing (BS)

According to the U.S. Bureau of Labor Statistics, bachelor’s degrees are required by most employers in the field. All major professions, such as advertising, promotion, and marketing managers, necessitate earning this level of education. Graduates are also likely to experience greater job security and receive higher salaries.

Most bachelor degree programs in marketing consist of 120 credit hours of coursework and take full-time students approximately four years to complete. Programs typically include a combination of liberal arts education and marketing-specific instruction. Some of the most common course subjects include communication, digital marketing, product design, and marketing research. Students may also be able to tailor coursework further by selecting specializations, concentrations, or minors related to the field.

Some of the most common employment opportunities available after graduation include marketing manager, regional sales manager, digital marketing manager, search engine optimization specialist, and account manager. Graduates can, however, opt to pursue education at the graduate level instead of applying for jobs. In addition to a bachelor’s degree, enrolling in an advanced degree program will require having a minimum grade point average and GRE scores.

Master's Degree in Marketing (MS or MC)

Master’s degrees in marketing can lead to a wide variety of additional employment opportunities in the field. Alternatively, prospective students can enroll in master of business administration (MBA) degree programs that offer concentrations in marketing. While neither of these degrees are necessary for the majority of jobs in the field, both can be significantly further career prospects. In fact, MBAs are one of the most popular graduate degrees in the United States for this very reason.

Graduates at this level will typically qualify for marketing manager roles such as marketing executive, account director, product marketing manager, senior marketing manager, and search engine optimization director. They can also expect to earn higher salaries and promote faster.

Most master’s degrees in marketing range from 30 to 60 credit hours of coursework and take full-time students approximately two years to complete. Accelerated programs do exist, however, which can be completed in as few as 12 months. Course requirements are often similar to those offered at the undergraduate level, but students can expect key topics to be covered in much more depth by instructors.

PhD Degree in Marketing (PhD)

A PhD or doctorate degree in marketing degree is typically only necessary for those interested in pursuing employment in research and/or academic instruction. This level of education is rarely required for even the most advanced marketing jobs. Graduates will, however, gain access to various high-level roles in the field, such as marketing director or chief marketing officer. They will also be qualified to teach marketing courses at most colleges and universities.

PhD and doctoral marketing degree programs typically consist of between 90 and 120 credit hours and take full-time students four to seven years to complete. Instruction will cover both quantitative and qualitative research methods, as well as analytic measurements. Students will be expected to complete independent study projects and written dissertations prior to qualifying for graduation.

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Become a Marketing Manager in Indiana

The first step to becoming a marketing professional in Indiana is identifying your ultimate career goals. As previously mentioned, there are numerous employment opportunities related to marketing available in almost every industry. Those who know their specific career aspirations will be able to select the most applicable academic program from the onset, ensuring they have the knowledge and skills necessary to be successful. Taking time to determine your preferred position type makes it easier to create an appropriate academic plan.

It’s important to realize that some employers expect marketing professionals to have bachelor’s degrees in related fields such as advertising, journalism, communications, or computer information technology instead of marketing. Your ultimate career goals will dictate whether you should pursue a marketing degree or simply select this subject as a concentration while pursuing a different major.

Once you have obtained the necessary degree(s), you should also strongly considering pursuing one or more professional certifications and/or licensures. This may not be required for employment, but earning additional credentials is one of the best ways to further advance your career. Professionals with certifications are seen as more competitive on the job market, often have more employment opportunities, and make higher salaries. One of the most familiar credentials in this field 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.

Alternatively, you can choose to pursue certifications in specialized areas, such as Google Analytics. Many companies and organizations also offer training programs designed to enhance skills related to certain products and/or topics relevant to their industries.

After gaining certifications and/or licenses, you will be required to maintain them. This typically necessitates pursuing some sort of continuing education meant to ensure professionals remain updated on current trends. Requirements can typically be fulfilled by attending courses offered by various credentialing agencies or organization. Free online classes, conference presentations, and academic institution coursework may also count.

Careers for Marketing Graduates

  • Account Manager
    Account managers are responsible for establishing, maintaining, and building relationships with designated clients. These professionals ensure that information about products and services is accurate. When warranted, this may mean designing and giving presentations to individual or group stakeholders. They must follow all the procedures and guidelines established by their employers. 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 as directed by their employers. Events may be used to attract new clients or provide marketing materials, and these professionals must be able to perform a wide variety of tasks to ensure their success. Events managers also balance departmental marketing budgets and offer follow-up information to event participants. According to PayScale, supply chain managers make an average base salary of $53,550 per year.
  • Merchandising Manager
    Merchandising managers are responsible for creating and establishing strategies to effectively manage merchandise sold by the companies they work for. This often entails developing methods for handling large amounts of incoming products and coordinating all necessary accommodations. These professionals also manage the day-to-day operations of logistics teams and ensure certification requirements are completed correctly for any 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 strategies and procedures necessary for a business or organization to operate successfully. This often includes, but is not limited to, providing insight into how to advertise goods and services to wider markets. These professionals also manage sales, negotiate with suppliers, fine-tune departmental procedures, coordinate action plans, and research potential legal matters that may arise. They typically report directly to owners, shareholders, or boards of directors. According to PayScale, business development directors make an average base salary of $105,900 per year.
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  • Digital Marketing Manager
    Digital marketing managers are responsible for developing and overseeing marketing projects. Their ultimate task is ensuring that marketing plans appropriately correspond with employer goals and values. They do this by supervising departmental collaborations between new media and digital marking teams, as well as creating and establishing strategies for use. These professionals may 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 relevant media in cohesive and easy-to-understand ways. This typically entails performing market research to identify the best ad strategies, then overseeing the schedules for appropriate television and print advertising campaigns. 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 for helping businesses gain additional insight about the products and services they offer from an advertising standpoint. They often accomplish this by utilizing predictive statistics, customer profiling, and data analysis. These professionals then create effective marketing programs and perform any necessary trend analysis. They also work closely with other internal departments to identify new initiatives and develop strategies to test performance. According to PayScale, marketing analysts make an average base salary of $57,050 per year.

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