Most marketing managers possess a bachelor’s degree. Some areas of concentration include business administration, journalism, English, and advertising. Students pursuing a degree in marketing will learn how to apply marketing theory to real-world business situations. Coursework includes the study of the fundamentals of both business and advertising. Intensive coursework includes the principles of management, business law, mathematics for business and finance, marketing research, business statistics, and advertising principles. A bachelor’s degree qualifies one for most entry-level positions in the field of marketing management.
Individuals who choose to pursue a Masters of Business Administration with a concentration in marketing will find a broader range of career opportunities. In order to achieve a master’s degree, individuals will successfully complete coursework in buyer motivation and behavior, international marketing, marketing research, advertising management, and sales management.
At any level, successful marketing managers must be able to interact with team members and clients, appreciating the needs of the client within the budgetary constraints and formulating the best possible marketing approach with team members.
A thorough knowledge of computers, electronics, and various media allows marketing managers to achieve the biggest bang for the buck when it comes to spending the advertising budget wisely. He or she should be socially adept and persuasive in order to engender the client’s support for what may well be a radically different marketing approach than had previously been employed. He or she must be creative and possess the ability to think on the run while keeping a close eye on budgetary constraints. He or she must have a finger on the pulse of the marketplace, consumer purchasing habits, and the attractive repackaging of current products or services for introduction into new markets.