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What is Marketing?

Marketing professionals are likely to work in nearly every type of organization and business setting. Marketing impacts government, public service organizations, and private companies. Advertising, promotions, and marketing generate awareness and interest. Marketing makes use of those who have technical skills, such as parsing big data and performing market research. Marketing also involves creative talents, such as art directors and graphics designers. Marketing uses advertising expertise, media knowledge, and sales specialists.

Sales focused businesses require extensive marketing support. The Bureau of Labor Statistics projects stronger than average growth for the job categories of market research analysts and advertising, promotions, and marketing managers. And compensation is above average and grows with tenure and expertise.

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Online Marketing Education in Massachusetts

Massachusetts has evolved into a high-growth state with an online technology-centered economy. The leading employment sectors are education and health services, and the tech sector is anchored by a leading education and research center; technology is a prime source of economic growth. The technology development hub has world-renowned schools led by the Massachusetts Institute of Technology (MIT).

The Commonwealth of Massachusetts is among the leaders in social healthcare and is also home to leading medical research institutions. Healthcare and health services use marketing for public safety and information purposes. The manufacturing sector is a strong source of jobs and economic activity, and it has grown from older industrial manufacturing into a focus on computers and electronic products. This sector includes public marketing and marketing to related businesses.

The Massachusetts economy uses the field of marketing in all its core sectors. For example, professional services, health services, and the technology sector rely upon marketing expertise. Students can pursue marketing education at all college degree levels, including through online marketing programs and marketing concentrations in business and professional studies. Massachusetts also offers an abundance of opportunity for students to intern and gain practical experience.

The traditional industries remain strong in Massachusetts. Professional services, finance, and insurance are vibrant sectors, and real estate is among the top performing economic categories. Tourism is a significant industry for Massachusetts, as well. Nantucket, Cape Cod, and Martha’s Vineyard are among the popular Massachusetts tourist destinations. The coast features beaches and coves in picturesque settings. For the professional services sector, internet marketing, marketing analytics, and marketing strategy are valuable tools.

Students seeking a marketing degree in Massachusetts will find substantial demand for their specialty. Tourism is just one of many career paths for marketing students. Real estate companies make effective use of social media marketing, and advertising is essential for insurance company sales and branding. The media hubs in the state also generate significant employment opportunities for marketing professionals. Insurance and finance can provide meaningful marketing-related career opportunities for marketing majors and MBAs.

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Massachusetts offers many paths to a degree in marketing. Students can choose on-campus learning, distance studies, or a mix of the two. Students that must work, run a business, or attend family obligations can make good use of distance education for their marketing bachelor’s degree. A marketing major or a concentration in marketing will immerse students in marketing theory and prepare them to succeed. A bachelor’s or master’s in marketing program provides career readiness. Whether on-campus or in a distance learning program, students can use elective coursework to gain a greater depth of knowledge. Internships and other practical experience add educational value and networking opportunities for a student’s future career.

Online Associate Degree in Marketing (AS)

An associate degree in marketing is a two-year degree that consists of about 60-65 credit hours of study. The degree title may be business and marketing or simply business with a marketing concentration. Students can complete an associate degree in two years of full-time study.

Coursework covers the fundamentals of marketing and business in addition to general education in English, history, and literature. Typical marketing courses include the below-listed subjects.

  • Principles of Marketing
  • Introduction to Business
  • Business Organizations
  • Business Law
  • Basic Accounting
  • Public Relations
  • Social Media
  • Advertising and Sales
  • Digital Marketing

An associate degree can qualify graduates for entry-level roles in marketing. For example, associate degree holders can seek marketing assistant positions, market researcher roles, and advertising sales jobs. This makes an associate degree an excellent place to start, and it can give graduates a boost toward a four-year degree. Four-year schools can have agreements with community colleges to help students get maximum credit towards a bachelor’s degree from their associate degree work.

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Online Bachelor's Degree in Marketing (BS)

A bachelor’s degree in marketing is a four-year degree that consists of about 120 to 130 credit hours of study. Students take general education courses in addition to business and marketing for a well-rounded academic experience (unless they’ve already finished their gen. ed. courses in an associate degree). A degree in marketing might be a BS or BA depending on the number of science and math-based courses required in the curriculum.

A bachelor’s degree offers a well-rounded education in which students study literature, social studies, communications, and writing. Typical marketing coursework for the bachelor’s degree include statistics for marketing, marketing strategy, organizational behavior, and market research. Students can concentrate in areas like business analytics, global marketing, and sustainable commerce.

Students can take advantage of opportunities for internships and research projects that provide real world experience and practical education in workplace settings. A bachelor’s degree is also an excellent foundation for further education as master’s degree programs in marketing typically require a bachelor’s degree in marketing, business, or a closely related field of study.

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Online Master's Degree in Marketing (MS or MC)

A master’s degree is the preferred level of education for senior level corporate or organizational roles. These one- or two-year programs range between about 32-40 credit hours. A master’s degree is a terminal degree as it qualifies graduates for a wide range of roles including those in business administration, digital marketing, and marketing management.

Massachusetts schools offer an MBA with a concentration in marketing and a master of science degree in marketing. The difference between an MBA and MS in Marketing is in the amount of marketing coursework involved. An MBA is centered on business education and the marketing courses are designed for a concentration of 4 to 6 courses. A Master of Science in Marketing features mainly marketing related courses. An MS program might offer 8 to 10 marketing-focused courses.

An MBA typically requires a capstone project or thesis. A Master of Science typically asks for a capstone project that includes an internship or other real-world experience.

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Online PhD Degree in Marketing (PhD)

A doctorate in marketing requires five to seven years of coursework and completion of exams, research papers, and a doctoral thesis. Students spend the first two years in coursework followed by a subject exam. The following three years require research, a thesis, and defense of the thesis. Students can complete the degree in stages while working in the field or teaching at a college or university.

Marketing doctoral programs are multidisciplinary. They draw upon computer science, economics, behavioral sciences, and psychology, among other things. Students must develop research skills and problem solving relevant to identifiable business problems. Schools may separate the business-oriented doctor of business administration (DBA) from the research-oriented PhD.

The curriculum for a DBA is usually regimented, with a substantial number of required courses including B2B marketing, marketing innovation, and marketing strategies. A PhD allows latitude for focus on the candidates preferred research topics. Available concentrations include marketing analytics, sustainable marketing, and consumer behavior.

A PhD qualifies graduates for leadership roles, policy roles, and C-Suite roles in corporate environments. However, a PhD is not a requirement for entry into high-level positions in the field of marketing. It is a preferred qualification for graduate level educators. Universities seek PhDs to teach course majors and graduate courses in marketing.

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Become a Marketing Professional in Massachusetts

Massachusetts is a great place to study marketing and to become a marketing manager or find another professional role. Education is among the best ways to enter the marketing profession. Massachusetts has community colleges, and more than fifty four-year schools that offer marketing degrees or marketing education within a business degree. Students can attend on-campus, online, or in a mix of in-person and distance learning.

A bachelor’s degree is the entry-level degree of choice for employers seeking professional marketing talent. A bachelor’s degree in marketing provides a solid base in business, the principles of marketing, and a well-rounded academic experience.

Employers seeking to fill senior level positions or complex roles are more likely to ask for a master’s degree in marketing or an MBA with a focus on marketing. Employers value real-world experience, and graduates that incorporate internships or practical experience will have advantages.

Education is not required for a career in marketing. It is possible to take an entry-level position and work one’s way up through practical experience. Marketing is also a field that can attract entrepreneurship. Both within corporations and as independent business owners, marketing entrepreneurs can innovate and find niche positions. In Massachusetts, marketing is a widely used professional service.

Marketing professionals benefit from people skills. Communication is a key asset on more than one level. Leadership and the ability to work in teams are also excellent soft skills for a marketing professional. Certificates can help to improve and promote a marketing career. They can establish capability in specific areas, such as market analytics. Graduates can continue their education in order to stay current with innovations. Some software systems offer helpful certifications in their products.

Massachusetts has a diverse economy with an extensive business and retail market. The Commonwealth enjoys a stable economy with many areas of high-income earners. In fact, Massachusetts ranks among the top areas in the U.S. for per capita income.

The best marketing schools in Massachusetts have institutional accreditation and specific program accreditation. Often housed in a business school or business department, marketing programs may also have business program accreditation. Students should examine their marketing education selection for accreditation by AACSB (Association to Advance Collegiate Schools of Business), Accreditation Council for Collegiate Business Schools and Programs (ACBSP), or a similar widely accepted accreditation.`

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Potential Careers for Marketing Graduates

  • Special Events Managers operate in a specialized area of management. They run and organize important proceedings, arrange sponsorship or funding, and operate within a budget. Events can create value, and they can work with a range of beneficiaries including people, locales, destinations, products, or brands. In marketing, special events managers work closely with clients to create and arrange attention-grabbing events that align with goals. Special events managers can perform a complete function of overseeing the event from concept to clean-up. The skills involved can include digital communications, media relations, and product marketing.
  • Social Media Managers typically hold senior level marketing roles. These roles require a range of skills and specific knowledge about the workings of social media platforms and the Internet, in general. The social media manager is the organizational professional that monitors social media presence and carries out activities to align social media with organizational goals. The social media manger must have strong digital communications skills for brand, image, and campaigns. Social media metrics are an essential area of knowledge.
  • Business Development Directors are key members of new or expanding businesses. The role requires the ability to build relationships with suppliers, partners, vendors, and other key parties. Business development professionals must be adept at building on existing relationships as well as creating new relationships. They must also be good at keeping things that work and moving on from efforts that are not productive.

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  • Brand Managers assess the status of how the public perceives the image of one or more persons, products, or organizations. Based on the assessment of public perception, the brand manager develops plans and strategies to meet the client’s objectives. Typically, brand managers work to elevate a brand by increasing awareness, favorability, and knowledge. Brand managers can work with newcomers to establish a brand such as a new product, company, or organization. Brand management can also be remedial to bolster or repair an image or brand perception.
  • Marketing/Research Analysts study market conditions for one or more products, goods, or services. Analysts can help focus a company’s efforts to identify customers, determine the potential market, and best price parameters. These skilled professionals can forecast market or sales trends and assess the effectiveness of marketing campaigns. Analysts use software and statistical analysis to support research. They perform the key role of digesting data and converting it into information to support client and management decision-making.
  • Product Managers develop business strategies to promote a product. They must create the functions and requirements for launch, development, or enhancing a product in a relevant marketplace. Product mangers work with customer needs and connects it to a product and the company’s business objectives. They help determine the idea of success for a product and develop a path to reach it. Managers must lead a team or function to convert the goal into a business reality. The product manager role connects technology, business interests, and the customer experience.

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