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Marketing/Marketing Management, General

Program Description

Just the Facts

Marketing/Marketing Management, General. A program that generally prepares individuals to undertake and manage the process of developing consumer audiences and moving products from producers to consumers. Includes instruction in buyer behavior and dynamics, principle of marketing research, demand analysis, cost-volume and profit relationships, pricing theory, marketing campaign and strategic planning, market segments, advertising methods, sales operations and management, consumer relations, retailing, and applications to specific products and markets.

This program is available in these options:

  • Certificate / Diploma
  • Associate degree
  • Bachelor's degree
  • Graduate Certificate
  • Master's degree
  • Doctoral degree

High School Courses

See the high school courses recommended for programs in this career cluster:

See the high school courses recommended for programs in this pathway:

Additional Information

If you want to combine your flair for creativity with your interest in business, check out a marketing program.

Marketing includes every aspect of operating a business successfully. Many people enter the field with the clear ambition to run their own company.

Marketing professor Ulrike de Brentani agrees. "People sometimes view marketing in a very narrow light," she says. "In fact, marketing is a tool we use every day. If you go out to find a job, the first thing you will be doing is marketing yourself."

Before you choose a school, decide what area of marketing attracts you. You may be interested in a specific industry, such as the auto industry or tourism, or in a certain aspect of marketing, such as graphic design or advertising.

Most colleges and universities offer undergraduate commerce degrees with an option to specialize in marketing. Many also offer master's and PhD degrees in this specialty.

Two-year community colleges also offer programs in marketing. A two-year diploma or associate's degree will give you credit towards a four-year degree or provide you with the training needed for entry-level positions.

Many schools also have co-op programs, which combine on-the-job training with classroom education.

Numerous colleges and universities are beginning to offer degree programs online. Jim Dunkin is a former coordinator for curriculum development at a community college. He says the school has been offering some marketing courses online for the past few years.

"I've noticed that even some of our on-campus students are taking advantage of this virtual medium," he says. "The sad truth is that many students have to work and this allows them to study on a more flexible schedule."

You can start learning about marketing right now. Throughout the United States, there are high school chapters of the Distributive Education Clubs of America (DECA), an international association of marketing students.

Participation in DECA will teach you about marketing, management and entrepreneurship. It will also prepare you for the competition and leadership development you will need.

The American Marketing Association also has collegiate chapters throughout North America. "It's a good idea to become involved with something like the AMA or any other marketing club at your school," says Joe Giglierano. He is a marketing professor at San Jose State University in California.

"It gives you a chance to learn more about marketing, it gives you a chance to meet people already in marketing and it gives you a chance to pick their brains."


Occupational Outlook Handbook
For more information related to this field of study, see: Advertising, Promotions, and Marketing Managers

Distributive Education Clubs of America (DECA)
An association for marketing students

Target Marketing
Includes many links to direct marketing sites

Internet Marketing Glossary
Get familiar with industry terms