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What is Marketing?

A marketing professional is someone who strives to promote a company’s brand through effective marketing and advertising. The overarching goal of these professionals is to drastically increase a company’s sales.

Most marketing professionals have a variety of responsibilities, though your responsibility level will depend on your title, the size of your company, etc. During a typical day, these professionals may be tasked with monitoring market trends, performing market research, participating in content creation, launching advertising campaigns, determining the demand for products and services, and organizing events. In order to create brand awareness, they usually work closely with other marketing and sales professionals.

The top marketing professionals have incredible communication, such as public speaking and written, and research skills. They are often described as creative and team players.

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Marketing Education in Kentucky

One of the top industries in Kentucky is that of professional and business services, which ranks in the top five industries in the state according to the U.S. Bureau of Economic Analysis. Due to the increasing demand for marketing professionals in this state, many colleges in Kentucky strive to offer the most locally useful marketing degrees, which students can use to break into the industry in their own backyard.

A marketing degree program at a college in Kentucky is designed to equipped students with the necessary knowledge to succeed in a modern, fast-pace, digital market. These marketing degree programs will ultimately prepare students for marketing careers in product development, advertising, sales, research, and much more.

Many experts predict that there will also be a big demand for marketing professionals with business expertise in Kentucky moving forward. In fact, the Bureau of Labor Statistics predicts that positions such as management analysts will grow more than 10% in the next decade. As a result, several marketing degree programs in Kentucky focus on equipping students with all the business knowledge they will need moving forward. Depending on the school, marketing students may be required to study topics like comparative economics, managerial accounting, international business, financial analysis, and strategic financial management.

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When it comes to marketing degree programs, there are several options in Kentucky. The right marketing degree program will largely depend on a person’s career goals. Here is some information on marketing degree levels for Kentucky students.

Associate Degree in Marketing (AS)

An associate marketing degree is specifically designed for students who want to learn the principles of marketing. During this program, students will be able to explore key topics like sales and advertising.

After receiving an associate marketing degree, graduates will be prepared for many different careers in marketing. Most marketing degree recipients will be able to obtain an entry-level career in marketing. Many students attend Western Kentucky Community and Technical College and Bluegrass Community and Technical College in Kentucky for a business administration degree with an emphasis in marketing.

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Bachelor's Degree in Marketing (BS)

A bachelor’s marketing degree is highly recommended for students who want to obtain positions that quickly progress into upper management. Marketing students will need to complete 120 credit hours, which may include courses such as multicultural marketing, marketing management, international business, and marketing research and analysis.

During their studies, marketing students are strongly encouraged to obtain a marketing internship, which can help them by providing experience for their resume. After completing their marketing program, they should have a strong understanding of consumer behavior. The best marketing schools in Kentucky for a bachelor’s marketing degree are found all over the state at community college and university levels.

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Master's Degree in Marketing (MS or MC)

A master’ marketing degree or an MBA with a concentration in marketing are both perfect options for marketing professionals who want to take their career to the next level. The primary goal of these two specific marketing degrees is to prepare students for managerial positions in the marketing field. The concentration coursework may explore key topics such as strategic brand marketing, leadership communication, new product development, managerial economics, and marketing analytics.

Once they graduate from this program, marketing degree recipients will have the necessary knowledge and skills to start their own business or work for a corporation. To receive a master’s marketing degree/MBA in Kentucky, students will have the option to choose from a large variety of educational institutions throughout the state. Many of these Kentucky colleges offer a master’s marketing degree or MBA online. An online marketing degree option is perfect for busy professionals.

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PhD Degree in Marketing (PhD)

Marketing professionals who want to obtain a position in research, academia, or business leadership will need to earn a PhD/Doctorate degree in marketing. The marketing degree program requires marketing students to complete coursework, and then they will focus on their dissertation research. One of the courses that marketing students may have to take is Strategic Marketing: Research and Practice. After graduating from this program, marketing degree recipients will know exactly how to apply marketing theories to real-life applications. Students who want to pursue a PhD/Doctorate degree in marketing should consider attending the University of Kentucky or the University of the Cumberlands.

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Become a Marketing Professional in Kentucky

Many people want to become a marketing professional in Kentucky because there’re several career opportunities. The path to becoming a marketing professional involves many steps, and many people don’t know where to start. Check out below exactly how to become a marketing professional in Kentucky.

  • Complete a Marketing Degree Program

    Generally speaking, future marketing professionals should obtain a marketing degree to be considered a competitive applicant to employers. Depending on their dream position, they may only need to earn an associate marketing degree or bachelor’s marketing degree, while those looking to enter higher-level positions will need a master’s marketing degree or PhD/doctorate degree in marketing.

    More often than not, marketing professionals will be able to obtain an entry-level position with an associate marketing degree and definitely with a bachelor’s. For those who want to obtain a managerial marketing position, a master’s will be necessary. A PhD/doctorate degree in marketing is highly recommended for marketing professionals who want to work in research or academia.

  • Acquire a Marketing Internship

    One of the best ways to acquire the necessary skills to excel as a marketing professional is to obtain a marketing internship. Although these internships can be competitive, it’s definitely an experience that future marketing professionals can use to give them a leg up and allow them to succeed.

    In many cases, marketing internships can be completed while students are enrolled in a degree program. There is usually an extensive array of internships available, from communications and internet marketing to research/data and product marketing. Once marketing students complete an internship, they should have excellent organizational, critical thinking, time management, communication, and data analytics skills, not to mention helpful real-world experience that they can include on their resumes.

  • Find a Career in the Marketing Field

    Once future marketing professionals earn a degree and complete a marketing internship, they should decide on a marketing career. Marketing professionals should definitely have a general idea of the specific career that they want to pursue before applying for jobs.

    The different types of marketing specializations include social management, public relations, search engine optimization, research/analysis, brand management, online engagement, and more. While there are many specializations in the marketing field, marketing professionals will not ever have to worry about getting locked into one niche area. Even if they have been working in a niche area for many years, it should be relatively easy for them to switch careers because marketing education covers the whole field quite well. However, it may be useful for professionals who want to switch up their careers to earn certifications focused on the part of the field they wish to move into.

  • Obtain Industry Certifications

    Marketing professionals who want to gain promotions or access to higher-level positions should consider earning industry certifications. By obtaining these certifications, professionals will be seen as extremely competitive applicants by a wide variety of employers.

    The Certified Professionals Services Marketer or CPSM is a great certification offered by the Society for Marketing Professional Service. Marketing professionals who receive this excellent certification are often viewed as experts in the field. If you want to receive this certification, you’ll need to take some courses and an examination that demonstrates your expertise in marketing.

    The American Marketing Association also offers certifications for marketing professionals. This prominent organization is most known for its American Marketing Association Professional Certified Marketer program. Marketing professionals who enroll in this certification program will need to complete these courses: marketing management, digital marketing, sales management, and content marketing. After receiving the credentials Certified Digital Marketing Professional and PCM Digital Marketing, marketing professionals just need to take continuing education classes every few years to maintain their credentials.

  • Join Professional Marketing Organizations

    Once marketing professionals have completed the above steps (or even while they are still students), they might want to consider joining one or a few professional marketing organizations. When these professionals join a marketing organization, they’ll be able to network with other professionals working in the field, gain access to excellent continuing education resources, and stay abreast of the latest marketing trends.

    SMPS Kentucky is an organization specifically for marketing and business professionals. These professionals must work in the architecture, engineering, or construction industry to become members. Marketing professionals will need to join the National SMPS before joining SMPS Kentucky.

    AAF-Louisville is the perfect organization for marketing professionals who want to grow. The organization prides itself in providing many professional growth resources.

    The Professional Marketing Association is also a great organization to join. The organization is on a mission to offer many resources to marketing professionals, from network opportunities to professional development programs.

    The Bluegrass Tourism Marketing Association strives to help members expand their network and improve their professional marketing careers. The organization also offers monthly meetings to enable members to learn about a wide variety of marketing topics.

    The American Marketing Association offers a supportive marketing community for professionals who would like to be connected to others in the field. When marketing professionals join this organization, they’ll have access to academic journals, discounts, live webinars, and much more.

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Careers for Marketing Graduates

  • Special Events Manager
    The main responsibility of special events managers is to ensure that events always run smoothly. They are expected to plan every aspect of an event, from the venue and refreshments to the entertainment and activities. They can plan a wide variety of events such as birthdays, weddings, political rallies, galas, and musical performances. After the event is over, they may be expected to create post-event reports.
  • Social Media Manager
    As the title suggests, these managers are expected to manage a company’s social media marketing. The overarching goal of these professionals is to promote a company’s brand. They may market a company’s products and services on Facebook, Twitter, Instagram, or even TikTok. During a typical day, they may respond to comments, launch campaigns, brainstorm content, collaborate with influencers, oversee social analytics, and develop a social media strategy. These professionals are often viewed as the voice of a corporation.
  • Marketing Coordinator
    A marketing coordinator is in charge of managing marketing and advertising. Their responsibilities often include creating marketing plans, launching campaigns, performing market research, collaborating with sales staff, and organizing events. Depending on where they work, they may oversee several marketing projects at a time. The best marketing coordinators have a thorough understanding of key marketing principles like consumer analytics, SEO/SEM, and digital marketing. Most companies hire marketing coordinators with excellent project management, marketing research, and direct marketing skills.

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  • Merchandising Manager
    The main purpose of a merchandising manager is to manage a company’s products and services. Their general duties include monitoring inventory movement, determining market trends, assessing product performance, and consulting with suppliers. Specific duties will depend on the company, but they typically work alongside the marketing and finance department.
  • Chief Marketing Manager
    These senior-level executives often juggle many responsibilities, from monitoring market changes and creating brand awareness to tracking marketing ROI and understanding the customer experience. They are also supposed to attend board meetings. In most corporations, chief marketing managers collaborate with the chief executive officer frequently.
  • Marketing/Research Analyst
    These professionals are tasked with informing companies which products and services are in high demand. In order to accomplish this goal, they must observe product sale trends, collect and interpret data, and determine the effectiveness of certain campaigns. Many of them work closely with marketing teams at consulting firms.
  • Advertising Coordinator
    An advertising coordinator advertises a company’s products and services and are expected to manage many different products, review market research, supervise marketing employees, and communicate with clients. In any given day, most advertising coordinators can usually be seen collaborating with the marketing team. These professionals should be organized, detail-oriented, and creative.
  • Product Manager
    Product managers are expected to monitor a company’s overall product development. These professionals care deeply about creating products that will satisfy customers’ unique needs. As part of their job description, they may be expected to analyze customer feedback, brainstorm product features, and identify the metrics for a successful product. They may work with team members from the sales, engineering, and customer support teams.

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