Study Marketing: The Ultimate Student Guide (2025)

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Have you considered studying marketing? Marketing is everywhere. From logos and packaging to multimedia international ad campaigns, if someone is offering a product or service, marketing is involved.

Put simply, marketing is any activity that makes people aware of a product, service, or idea. The end goal of marketing is to sell these things. But marketing involves much more than just convincing someone to buy something. Successful marketing requires understanding business, psychology, economics, and design. Maybe you’re wondering how to get a marketing degree or asking yourself: What can I do with a marketing degree? In this marketing degree guide, we’ll cover what a marketing degree entails, what career paths it could open for you, and how to know if a marketing degree is the right choice.

In this guide:

• What is a marketing program?
• What's the difference between marketing and business management?
• What's the difference between marketing and advertising?
• Which areas of marketing can you study?
• How long does it take to get a degree or certificate in marketing?
• Why study marketing abroad?
• Careers in marketing
• What are the salaries for graduates with a marketing degree?
• Tips for choosing a marketing degree
• Helpful advice from marketing graduates
• What questions should you ask a university to find the right marketing program?
• What should you look for in a university for studying marketing?
• Types of accreditation for marketing degrees and programs
• Popular universities to study marketing

What is a marketing program?

What do you imagine when you think about marketing? Giant billboards in Times Square? Commercials before a YouTube video? What about viral influencers promoting products to their followers on Instagram or TikTok? Maybe you think about epic film trailers, inspiring political campaigns, or iconic brands with global recognition, like Coca-Cola, Volkswagen, or McDonald's. Perhaps it’s famous slogans that have become so ubiquitous that it’s easy to forget they were ads. ‘Just Do It,’ ‘Diamonds are forever,’ and ‘Because you’re worth it,’ all started as marketing. Marketing is ingrained into our lives in ways that we don’t even notice.

Studying marketing allows you to be a part of a global industry that impacts almost every aspect of our world. At its most basic, marketing is the business of shaping how people think. Marketing taps into emotions, psychology, and the human experience. When you study marketing, you’re opening the door to every industry and sector – from basic retail marketing to politics. You’ll learn and utilize skills ranging from art and design to neuroscience and statistical analysis.

What’s the difference between marketing and business management?

A common question that students might have when considering a degree in marketing is: What is the difference between marketing and business management? The two fields are closely related, and successful business ventures require strong and competent marketing strategies. In short, marketing is the business of promoting and selling a brand, while business management is all of the activities involved in managing and operating that brand.

Studying marketing allows you to concentrate on the specific skills, strategies, and processes involved in promoting and selling a product or service. Large businesses and corporations usually have teams or departments dedicated to marketing, whereas smaller businesses might combine marketing with other roles and responsibilities. If you are thinking about starting or running your own business, understanding the key components of successful marketing is an essential skill.

Like business management, marketing is a highly diversified field, and a degree in marketing will open career prospects in many sectors and roles. Marketing is essential to business practice but is also used in research and development, politics, education, and healthcare.

You will find both business management and marketing degrees and programs at colleges, universities, and business schools.

What is the difference between marketing and advertising?

Just as marketing is a key element in successful business management, so is advertising a key component of marketing. Marketing is all of the activities involved in creating and promoting a strong brand identity and advertising is one of those activities. Specifically, advertising is the actual promotion of a brand through the media.

Marketing starts by identifying the needs of both the brand and the consumer and figuring out how to align those needs. This involves product development, consumer and market research, and branding. Advertising then takes those components and creates marketing campaigns that will help the brand successfully reach and meet the needs of the consumer.

As with marketing, large businesses and corporations might have teams dedicated to advertising, usually within the marketing department. Advertising teams might be broken into different media types, like print, video, and social media. There are also large and small advertising firms or agencies that work with brands and corporations. Advertising firms usually work with multiple clients to develop ad campaigns or address specific marketing and advertising needs. Advertising agencies usually employ people with degrees in marketing, advertising, journalism and mass media, art and design, technology, business management, and sales.

People with degrees in advertising might also work on a freelance or consultancy basis with brands. This type of employment can give advertisers flexibility and the freedom to work on specific types of campaigns. Advertisers might also be contractually employed for the duration of political or social campaigns.

You can study advertising at colleges, universities, business schools, and art institutes.

Which areas of marketing can you study?

Most marketing degree programs start with a foundation of basic marketing principles. Depending on the program and curriculum, this might be broken down into four, five, or seven factors. In general, they deal with:

• What you’re trying to sell and for how much
• Where and how you are selling the product
• To whom and why you are selling the product

Marketing degree programs will break down these factors and look at how marketing professionals answer these questions and apply the answers to marketing practices like market research, advertisement, branding, pricing, and promotion. These, and many other areas, are things you can study or specialize in during a marketing degree.

If you want a career with an international focus:

Global Marketing 🌏

Approaches marketing from a macro perspective and aims for a universal audience.

International Marketing 🌐

Marketing that targets specific national or regional interests.

If you love art and design:

Commercial Design 🖼️

Use design skills to create visual marketing materials that communicate with target audiences.

Fashion Marketing 👗

Explore the exciting and stylish field that combines marketing, fashion, and design.

Commercial Photography 📸

Tailor your photography skills to the needs of the marketing and advertising industries.

If you excel at communication and storytelling:

Content Marketing 👩🏽‍💻

Plan, create, and publish content that communicates brand identity and generates interest in products and services.

Marketing Communication 💬

Develop strategies and leverage media tools to communicate with audiences around the world.

Public Relations 📢

Control the narrative, manage public perceptions, and communicate brand messaging for businesses, organizations, and individuals.

If you have an interest in law or medicine:

Advertising Law 🧑🏾‍⚖️

Learn about laws and regulations that protect consumers and ensure businesses operate fairly.

Consumer Affairs 🛍️

This interdisciplinary study approaches markets and consumers from both financial and psychological perspectives.

Pharmaceutical Marketing 💊

The way that drugs, biotechnology, and medical services are advertised requires specialized knowledge.

If you want to work with clients and customers:

Customer Relations 📈

Understand the needs of customers through data analytics.

Brand Management 🍎

Help brands develop, promote, and maintain a specific image and message to successfully deliver products and services to the market.

Change Management 🧭

Work with businesses undergoing change or structural development to maintain, expand, or diversify their brand identities.

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How long does it take to get a degree or certificate in marketing?

Marketing degrees and academic programs exist at all levels – from short courses to the doctoral level. Marketing programs are offered at colleges, universities, business schools, and other institutions around the world. The length of time it takes to complete a marketing program will depend on:

• The type of qualification you pursue
• Where you choose to study
• Whether you study full- or part-time

Below, we break down different marketing degree levels.

Short courses, certificates, and diplomas in marketing

You can find short courses and diploma or certificate programs at all levels of post-secondary education. These types of programs may not confer a full undergraduate or graduate degree but can be used to enter into work related to marketing or to supplement a related degree field, like business or hospitality. They can also lead to full degree programs in marketing. Short courses and certificate programs range from a few days to months or years. Many are offered as part-time courses that can be completed alongside work or other responsibilities. You will usually find short courses in marketing at colleges, technical schools, and business schools.

Bachelor’s degrees in marketing

In most cases, an undergraduate degree in marketing will take between three and four years, depending on where you study. In the UK, undergraduate degrees take three years, and in the USA, they generally take four years. Undergraduate degrees in marketing include:

• Bachelor of Arts in Marketing
• Bachelor of Science in Marketing
• Bachelor of Business Administration in Marketing

In most cases, an undergraduate degree in marketing will allow graduates to start working in marketing. Completing an internship or work experience might help graduates stand out in the job market or open doors to full employment. Undergraduate degrees in marketing are usually offered at colleges and universities, as well as at business schools, some art institutes, and technical schools.

Master’s degrees in marketing

Marketing is also offered at the graduate level. The Master’s in Marketing, Master of Science in Marketing, and MBAs in Marketing are all common graduate degree programs that prepare students for careers in marketing. Graduate degrees in marketing are usually completed in one to two years, though shorter degree programs, degree extension programs, and graduate and postgraduate diplomas and certificates are available. Graduate degrees in marketing are usually aimed at people with some professional experience in business or marketing and are usually used for career advancement or to transition into a new role or industry.

MBAs in marketing

MBAs in marketing are a common graduate degree in the field. These are usually traditional Masters of Business Administration degrees that allow students to specialize in topics like marketing strategies, sales, consumer trends, branding, and competition, as well as developing an understanding of the interplay between business administration and marketing. MBAs in marketing usually take between one and two years to complete and may include the requirement to complete a dissertation, research project, and/or internship. Like many MBA programs, MBAs in marketing are usually aimed at students with some professional experience. They are most commonly offered at business schools and in the business faculty of a university.

Doctoral degrees in marketing

Finally, there are PhD and DBA programs in marketing. Like most doctoral degrees, PhDs in marketing usually take between three and seven years. They are usually aimed at students who want to teach marketing at the university level or work in academic research. More commonly, students wishing to complete a terminal degree in marketing turn to the DBA, or Doctor of Business Administration in Marketing. DBAs are typically designed to take between two and three years to complete and are meant for individuals who have professional experience in business or marketing and want to progress to an executive leadership role.

Why study marketing abroad?

There are many great reasons to study abroad. So, why study marketing abroad? Here are some reasons why a marketing program abroad might enhance both your education and your future career.

• Immerse yourself in a new culture: Some of the most beneficial parts of studying abroad are the opportunities to get outside your comfort zone, challenge your expectations, and immerse yourself in a new culture. There are lots of ways marketing students can capitalize on these opportunities. From observing different ways of promoting products and services to learning a new language, living abroad while you study marketing will give you the chance to expand your understanding of the world and how it interacts with your field of study.
• Explore specializations: If you choose to specialize in global or international marketing, studying abroad is an obvious choice. But even if these specializations aren’t your focus, studying abroad can give you the chance to focus on specific or emerging areas of research and practice. One area where this is extremely relevant is digital marketing. Different countries and regions interact in the digital space in unique ways – from region-specific social media to the impact of culture on mass communication – and these have an impact on how marketing is taught, practiced, and experienced.
• Understand consumer behavior: Similarly, while there are universal principles in market and consumer behavior, culture has a huge impact on how people buy, sell, and experience marketing. Understanding how to market to people in different regions will be a huge advantage when you start working in marketing – even if you never work outside your own country.
• Develop networking opportunities: Whether you connect with other students, experience the mentorship of a professor, complete an internship abroad, or start making contact with industry professionals, studying marketing abroad will help you expand your network and lay the foundation for a global professional infrastructure. Who knows? You might even find your dream career while studying abroad!
• Stand out: All these experiences – and more – will help you to stand out when it comes time to apply for internships and jobs. Candidates who demonstrate that they can adapt to new situations, take initiative in challenging situations, and communicate across boundaries are in high demand.

Careers in marketing

You might be wondering: What can I do with a marketing degree? Here are some potential job titles for marketing degree graduates:

• Advertising manager
• Brand ambassador
• Brand manager
• Chief marketing officer (CMO)
• Content creator
• Content manager
• Copywriter
• Creative director
• Data analyst
• Digital marketer
• Digital strategist
• Email marketing manager
• Marketing analyst
• Marketing assistant
• Marketing coordinator
• Marketing director
• Marketing manager
• Marketing specialist
• Product marketing manager
• Public relations manager
• Sales representative
• SEO specialist
• Social media manager

Studying marketing opens a wide range of career possibilities. The skills and lessons you learn in a marketing degree are often transferrable to business, media, politics, and communications. Marketing students might also start in business studies or other related fields and decide to specialize in marketing to advance or diversify their career options. Similarly, adding a marketing degree or diploma to your experience in another field – even something as far removed as natural sciences or healthcare – can open up marketing career opportunities within those fields.

What are the salaries for graduates with a marketing degree?

Marketing graduates 🕴🏽

International marketing graduates 🌏

Market research analysis graduates 📊

Social media marketing graduates 📱

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Tips for choosing a marketing degree

Marketing degrees and programs vary from short-course certifications to full degree programs. You will also find a variety of formats and specializations. So how do you choose the right program? Here are some questions to ask yourself before choosing a program:

• How much time and money can I devote to the program?
• Do I need to travel or relocate to study marketing?
• What kind of salary can I expect with this degree/certification?
• Where do I want to work when I finish my degree? Do I want to work abroad or travel for work?
• What are the key components of this program?
• Do I prefer the creative or analytical side of marketing?
• What skills or tools will I need to study marketing?
• Does this program offer opportunities for real-world experience?
• What are the current trends in marketing education? Will they be obsolete by the time I finish my program?
• What can I do with a marketing degree after graduation?
• Will the degree/certification offered by this program be recognized by employers or accreditation organizations?

It is a good idea to talk to a current marketing student at the school you’re considering to understand what it is really like to study marketing. You can start by chatting with current students here. You might also talk to professionals in marketing, business, and advertising to learn what skills and industry connections will be useful.

Reflect on your own goals and priorities before you start looking for a program. Marketing programs encompass a wide range of topics and skills. If you are more interested in the design or creative side of marketing, you might consider a university with a strong art and design program or even an art institute. Conversely, if you're leaning more towards the business and analytical side, you could look at programs connected to a business faculty or business school.

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Helpful advice from marketing graduates

We talked to some recent marketing program graduates to find out what they thought about their programs and if they had any advice to share with you.

“I have a dream to create a company that gives people a living one day. And I believe that the key to have a sustainable business is to make sure people know the product and the company well – and that work belongs to Marketing.”

- Suci, MSc in Business and Economics (Strategic Entrepreneurship for International Growth, with specialization in International Marketing) from Halmstad University in Sweden

"Studying abroad is always a great way to build an international network, but when you study marketing abroad, the advantages multiply. You get to know and understand how marketing strategies are applied in other places and how the public reacts on a global scale, which will help you to become a real professional and make a difference."

- María, BA in Business Administration from the University of Seville and Master's in Digital Marketing from the International University of La Rioja in Spain with an Erasmus exchange at Linköping University in Sweden.

What questions should you ask a university to find the right marketing program?

We asked the same students above if there were any questions they asked or wished they had asked during the research and application process to determine which program was right for them. Here are the most common and helpful questions they think you should be asking universities before you apply:

• What other activities (including clubs, organizations, and company visits) are offered to students in this program?
• Will the program help students learn real business implementation or focus mainly on theory?
• What digital marketing tools will I use? Will there be courses to learn how to use them correctly?
• Does the program offer internships or opportunities to connect with big companies?

What should you look for in a university to study marketing?

Alumni

Some schools and marketing programs might boast famous alumni or promote specific industries or corporate cooperation. You should ask some of the following questions: Who has studied marketing at this university or school? What types of alumni does the program promote? Where do alumni work? Which industries or corporations are closely aligned with the program?

Scholarships and Funding

Does the school or program offer scholarships to students? Are there opportunities to fund your studies through the program? Are internships paid or unpaid?

Real-World Application

Look for programs and schools that show students how marketing theories work in the real world. Professors that have worked in marketing, programs that focus on applicable skills, internships, real projects, and networking opportunities are all essential to the learning process and your success.

Excitement

The program and school you pick should match your enthusiasm for the subject. Look for a program that pushes you to think big and be creative. You'll be able to bring that energy to the job market and your professional practice.

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Types of accreditation for marketing degrees and programs

American Marketing Association (AMA)

The AMA provides resources and training for marketing professionals and academics. The organization offers certification programs and membership for marketing professionals, as well as continuing education, journals, and other services.

Australian Marketing Institute (AMI)

The AMI accredits and recognizes academic programs in marketing in Australia, and completing an AMI-accredited program is a part of becoming a Certified Practising Marketer (CPM).

Chartered Institute of Marketing (CIM)

The UK-based CIM is the most universally-recognized accreditation of marketing programs and degrees. The organization also sets industry standards through its Professional Marketing Framework.

Digital Marketing Institute (DMI)

The DMI is similar to CIM in its recognition but is solely focused on digital marketing. They offer certification and resources for marketing students and professionals.

International Institute of Marketing Professionals (IIMP)

The IIMP utilizes its Academic Accreditation Committee (AAC) to recognize and accredit degree programs and institutions in fields related to marketing. They also offer the CMMP (Certified Marketing Management Professional and Chartered Marketing Management Professional) accreditation for marketing professionals.

Popular universities to study marketing

Africa and the Middle East

Sabancı University

Location: Istanbul, Turkey

Courses available in: Management & Marketing, Marketing, Marketing Analytics, Online Markets

University of Witwatersrand

Location: Johannesburg, South Africa

Courses available in: Marketing, Media Studies

The Americas

McGill University

Location: Montreal, Canada

Courses available in: Applied Marketing, Communication Studies, Entrepreneurship, Marketing, Retailing

Tecnológico de Monterrey

Location: Monterrey, Mexico

Courses available in: Creative Media & Digital Art, Entrepreneurship, Marketing

Universidad de Chile

Location: Santiago, Chile

Courses available in: Marketing, Mass Communication

Universidad de los Andes

Location: Bogotá, Colombia

Courses available in: Market Intelligence, Marketing

University of Pennsylvania

Location: Philadelphia, USA

Courses available in: Diversity, Equity, & Inclusion, Marketing, Marketing & Communication, Marketing & Operations Management

Asia

Korea University

Location: Seoul, South Korea

Courses available in: Consumer Behavior, Internet Marketing, Marketing Management, Quantitative Analysis,

National University of Singapore (NUS)

Location: Singapore

Courses available in: Consumer Behavior, Entrepreneurial Marketing, Marketing Strategy, Real Estate Marketing,

AIT School of Management

Location: Khlong Nueng, Thailand

Courses available in: Business Analytics & Digital Transformation, Digital Marketing, Social Business & Entrepreneurship

Tohoku University

Location: Sendai, Japan

Courses available in: Behavioral Economics, Data Science, Decision Making, Marketing Management,

Europe

Aalto University

Location: Espoo, Finland

Courses available in: Business Analytics, Design & Media, Marketing, New Media

Bocconi University

Location: Milan, Italy

Courses available in: Data Science & Business Analytics, Marketing, Marketing Management

Erasmus University Rotterdam

Location: Rotterdam, Netherlands

Courses available in: Business Analytics & Quantitative Marketing, Corporate Communication, Economics of Markets and Organizations, Marketing Management

ESCP Business School - Paris

Location: Paris, France

Courses available in: Human Behaviors, Marketing, Statistics and Probability

HEC Paris Business School

Location: Paris, France

Courses available in: Data, Society, & Organizations, Marketing, Media, Art, & Creation

INSEAD

Location: Fontainebleau, France

Courses available in: B2B Marketing Strategies, Change, Strategic Marketing,

Swansea University

Location: Swansea, Wales

Courses available in: Business Management & Marketing, Marketing

Ocenia

Monash University

Location: Melbourne, Australia

Courses available in: Business & Marketing, Marketing, Marketing & Arts, Marketing & Media Communication,

The University of Melbourne

Location: Melbourne, Australia

Courses available in: Commerce, Digital Marketing, Marketing, Marketing Management

The University of New South Wales

Location: Sydney, Australia

Courses available in: Commerce & Law, Commerce & Media, Marketing, Marketing Analytics

University of Otago Business School

Location: Dunedin, New Zealand

Courses available in: Creative Marketing Communication, Integrated Digital Marketing, Market-Led Innovation, Marketing

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