You Guide to the Bachelor's Degree in Marketing

Marketers are crucial in promoting a company's products or services in today's competitive business landscape. They are responsible for researching and developing effective messaging strategies to reach and engage customers. As the demand for skilled marketers continues to rise, earning a bachelor's degree in marketing can open doors to many career opportunities.

Understanding the Bachelor's Degree in Marketing

A bachelor's degree in marketing is an undergraduate degree that typically falls under the broader umbrella of business studies. Students can choose to pursue either a Bachelor of Arts (BA) or a Bachelor of Science (BS) in marketing, or opt for a Bachelor of Science in Business Administration (BBA) with a concentration in marketing.

Marketing Majors

BBA with Marketing Concentration: This degree provides a comprehensive understanding of business operations, including sales, customer management, finance, and marketing. Students take several courses focused specifically on marketing strategies and techniques.

BS or BA in Marketing: These programs offer a more specialised focus on marketing, with courses covering various aspects of business, sales, customer management, and related topics. The primary difference between a BS and a BA lies in emphasising quantitative or qualitative approaches.


While the specific course requirements may vary between institutions, most marketing degree programs include a combination of general education courses and specialised marketing and business courses. Here are some typical courses you can expect to take:

  • Principles of Marketing
  • Strategic Management
  • Corporate Finance
  • Economics of Global Business
  • Consumer Behaviour
  • Law, Business, and Society
  • Social Media Strategy
  • Digital Analytics

Tuition and Degree Length

To earn a bachelor's degree in marketing, students typically need to complete around 120 credits, which can take four to five years of full-time study. The cost of the degree varies depending on whether you attend a public or private non-profit institution. According to the National Center for Education Statistics (NCES), during the 2019-2020 academic year, the average tuition and fees were:

  • Public institutions: $9,400
  • Private non-profit institutions: $36,700

It's important to note that these figures do not include additional expenses such as housing, books, and other associated costs.

Career Opportunities with a Marketing Degree

A bachelor's degree in marketing prepares graduates for a wide range of career paths within the marketing field and beyond. Marketers can specialise in research, strategy, design, writing, events, and social media marketing. Some potential job titles and average salaries are as follows:

Job Title

Average Salary (US)

Social Media Marketing Assistant


Marketing Assistant


Communications Specialist


Market Research Analyst


Communications Manager


Event Marketing Manager


In addition to marketing-specific roles, a bachelor's in marketing equips graduates with transferable skills such as research, critical thinking, problem-solving, and teamwork, which can be applied to business, sales, communications, and more careers.

Alternatives to a Bachelor's Degree in Marketing

While a bachelor's degree in marketing can be beneficial, there are alternative educational paths worth considering based on your goals and resources:

Associate Degree: Earn a two-year associate degree in marketing to gain a foundational understanding of the field before potentially pursuing a bachelor's degree or entering the workforce.

Professional Certificate: Certificate programs are often shorter and focus on developing specific career-ready skills in areas like social media marketing or marketing analytics.

Individual Courses: If you don't need a full degree, consider taking individual courses in marketing subjects that align with your career goals.


Earning a bachelor's degree in marketing can open doors to many exciting career opportunities in the dynamic marketing field and beyond. Whether you pursue a BBA with a marketing concentration or a BS/BA in marketing, you'll gain valuable knowledge and skills in consumer behaviour, digital marketing, market research, and strategic planning. By understanding the program requirements, coursework, and potential career paths, you can decide whether a bachelor's degree in marketing is the right choice for you.


What is the difference between a BA and a BS in Marketing?

The primary difference is emphasising quantitative (BS) or qualitative (BA) approaches. A BS in Marketing typically focuses more on analytical and data-driven aspects, while a BA in    Marketing may strongly emphasise creative and communication-based skills.

Is a bachelor's degree in marketing necessary for a career in the field?

While a bachelor's degree in marketing is only sometimes required for entry-level roles, earning one can help qualify you for more job opportunities, particularly in senior-level positions. It also provides a well-rounded education in marketing principles and business concepts.

What are some of the core courses typically included in a marketing degree program?

Common courses include Principles of Marketing, Strategic Management, Consumer Behavior, Digital Analytics, Social Media Strategy, Corporate Finance, and Economics of Global Business. The curriculum covers various topics related to marketing, business, and communication.

How long does completing a bachelor's degree in marketing typically take?

Most bachelor's degree programs in marketing require around 120 credits, which can be completed in four to five years of full-time study. The duration may vary depending on the institution and the student's course load.

What are some alternative educational paths to a bachelor's degree in marketing?

Alternatives include earning an associate degree in marketing, pursuing professional certificates in specific marketing areas (e.g., social media marketing, marketing analytics), or taking individual courses in marketing subjects without pursuing a full degree program.

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