Marketing is an important facet of nearly every industry, and constant changes in technology and tactics require marketing professionals with diverse skill sets. Marketing degree programs equip students with the tools to plan and execute promotional and advertising campaigns that meet organizational goals.
The Bureau of Labor Statistics projects that marketing roles, such as marketing management and research analysis, will have over 125,000 job openings between 2022 and 2032. Graduates in these roles can earn a median yearly salary between $64,900 and $162,870.
A bachelor’s degree in marketing requires three to four years of study, and master’s programs require one to three years. As of 2023, yearly tuition and required fees averaged $14,688 and $20,513 for undergraduate and graduate programs, respectively.
How to Choose a Marketing Program
Choose your area of study
Marketing degree programs prepare students for roles in nearly every industry. There are many specialties and career trajectories within marketing, making your choice of program integral to reaching your career and educational goals.
In general, marketing degree programs focus on the marketing and analytical skills that help connect consumer needs with goods and services. The most common marketing programs include:
- Bachelor of Arts (BA): A BA in marketing focuses on critical thinking, analysis, communication, and culture for a holistic understanding of marketing within the context of a liberal arts degree. Graduates possess a versatile skill set that transfers well to roles such as market research analyst, content creator, and marketing manager.
- Bachelor of Business Administration (BBA): A BBA emphasizes transferable hard skills and career preparation over humanities, providing an education in management, finance, technology, and other fundamentals. Students develop strategy, leadership, and decision-making skills that prepare them for roles in marketing management, sales management, and market research analysis.
- Bachelor of Science (BS): BS programs teach hands-on skills necessary in global marketing. Coursework emphasizes market research methods, statistics, and data analysis. Students may complete business technology courses in customer relationship management (CRM) and project management software. Graduates often work as analysts and digital marketing specialists.
- Master of Science (MS): MS degrees target students already in the workforce or looking ahead to a doctoral degree. Students focus on marketing data analytics and research, and they refine their abilities to blend quantitative skills with critical thinking and market insights.
Marketing students often choose a concentration or minor within their undergraduate program. Concentrations vary by school, but common options include marketing analytics, digital marketing, brand management, and marketing technology.
Research schools and programs
Visit the websites of schools and programs you’re considering, and follow up by contacting admissions counselors who can offer insights, recommendations, and answers to your questions. In-person and virtual campus tours, information sessions, and school social media can help you glean more about the student experience.
Keep accreditation in mind with each program you consider. Accreditation agencies, such as the New England Commission of Higher Education and Northwest Commission on Colleges and Universities, verify that institutions, faculties, and curriculums meet certain quality standards. You can use the Department of Education’s Database of Accredited Postsecondary Institutions and Programs (DAPIP) to check on a school’s accreditation status.
Accreditation provides credibility to the quality of an institution’s or program’s education. Federal student aid is only available for students attending an accredited institution. Credits from these schools can also transfer to others. Employers may prefer accredited education among job candidates and may dismiss applicants with a degree from an institution that isn’t accredited.
Prepare for tests and applications
Admission requirements vary by program and institution. Some programs require students to complete one year or a certain number of survey-level courses before they may declare their marketing major and advance to core courses. Postgraduate marketing programs typically require an undergraduate background that involves data analysis, statistics, and technology.
In general, most undergraduate and graduate program admissions require a combination of the following materials:
- Application form and fees
- Secondary school transcript
- In-progress undergraduate transcript for transfers
- Letter(s) of recommendation
- Personal essay or statement
- Resume or CV
- SAT or ACT scores (for undergraduate programs)
- GRE or GMAT scores (for graduate programs)
- TOEFL (for students educated in a non-English language)
Contact an admissions counselor for program-specific requirements and to verify information such as submission deadlines, proper documentation, and eligibility.
Select your program
Gather information on your chosen programs and compare the following factors to determine the best fit:
- Curriculum
- Concentrations offered
- Cost
- Location
- Institutional or program prestige
- Financial aid availability
- Course delivery method
Some factors may be more important to you than others. For example, cost may influence your decision more if you have limited financial assistance options. Likewise, program logistics may suit certain circumstances better than others — if you’re already in the workforce or have other obligations, you may prefer an online or hybrid course. In-person programs may better suit individuals who prioritize face-to-face peer and instructor interaction and networking opportunities.
Determine how you’ll pay for your degree
Contact a financial aid counselor at your chosen institution for information on tuition, fees, average book and supply costs, and other expenses. Verify that your program qualifies for financial aid, and submit the Free Application for Federal Student Aid (FAFSA). Students of any income can apply for FAFSA and access need-based federal loans, grants, scholarships, and other financial assistance. Private organizations, such as businesses, foundations, and sometimes the school itself, may offer scholarships, grants, or other aid. Students in the workforce should inquire with their employer about the potential for tuition assistance benefits.
Best 50 Accredited Marketing Programs
How we rank schools
This list features some of the best marketing degree programs at top colleges across the country. Each school featured is a nonprofit, regionally accredited institution — either public or private — with a high standard of academic quality for postsecondary education. Many of these options also have programmatic accreditation from the Association to Advance Collegiate Schools of Business (AACSB) or the Accreditation Council for Business Schools and Programs (ACBSP), both reputable organizations that assess business programs for educational excellence.
We evaluated each school’s program on admission, retention, and graduation rates as well as tuition costs, faculty, reputation, and the resources provided for on-campus students. Then, we calculated the Intelligent Score on a scale of 0 to 100. Read more about our ranking methodology.
Next, we compared this comprehensive list of marketing degree programs to a list of aggregated college rankings from reputable publications like U.S. News & World Report, among others, to simplify a student’s college search. We pored through these rankings so students don’t have to.
What Can You Expect From a Marketing Program?
Undergraduate marketing programs vary by school and concentration. In general, students can expect to gain an in-depth understanding of marketing principles and fundamentals such as market research and analysis, global marketing, e-commerce, technology and information systems, and consumer behavior.
Depending on the type of degree, programs offer a mix of theoretical and hands-on learning. BA programs may focus on an academic approach that develops soft skills, such as communication and problem-solving, within business courses. Some marketing programs, such as BBA degrees, fall under business major umbrellas and incorporate concepts such as finance or entrepreneurship.
Undergraduate marketing students learn through lectures, seminars, case studies, and research projects. Programs may also require work co-op semesters. Graduate programs are research-intensive and usually require a thesis in combination with core courses and seminars.
Potential courses you’ll take in a marketing program
- Marketing management: This course considers the importance of marketing data evaluation and formulating marketing strategies according to organizational goals. Topics may include consumer markets, buying processes, corporate social responsibility, and business markets.
- Consumer behavior: Students learn how consumer behavior affects marketing strategies. Case studies, research projects, and other coursework explore how consumers interact with their environment during the research, purchase, and post-purchase stages.
- Digital marketing strategy: In this course, students explore strategies and tactics that target and engage audiences. By considering emerging trends, students develop an understanding of the customer’s journey through applying digital marketing planning and execution tactics. Topics may include web content, social media, and email marketing.
- Market research and analysis: Students develop marketing research techniques, including identifying data needs, collecting data, and performing analysis. This course may include instruction on marketing information technology, such as CRM software and SEO. Students learn to generate insights from data analysis and present actionable findings.
Marketing Degree Frequently Asked Questions
How do I apply to a marketing degree program?
Most program websites outline the application process and have an admissions portal where you can begin your application. Application processes vary, but they generally require relevant transcripts, a personal statement, a resume or CV, letters of recommendation, and undergraduate or graduate-level test scores.
Speak with an admissions counselor before submitting your application to verify specific information procedures. Confirm application and term dates to ensure your application is submitted on time.
How much does a marketing degree cost?
An undergraduate degree averages $14,688 yearly for tuition and fees, and a graduate degree averages $20,513 yearly. Private institutions typically have higher tuition fees than public institutions.
Living on campus can increase fees to $27,673. Other factors, such as in-state or out-of-state student status, course delivery method, local cost of living, and books, can influence costs. The scholarships, grants, loans, and other financial aid you qualify for may reduce your upfront costs.
How long does it take to earn a marketing degree?
Total credit requirements and pace determine the duration of the program. Undergraduate marketing programs require approximately 120 credits delivered over three or four years, and graduate programs require about 30 credits over one or two years.