Is a Marketing Degree Worth It?

The marketing field is constantly evolving and marketing professionals with the skills to adapt to these changes are in demand across many industries.* But with so many shifts in the field, is a marketing degree worth it?

“With the rise of digital marketing, data analytics and global competition, the need for skilled marketers has only increased,” said Dr. Tracy Tuten, marketing adjunct faculty at Southern New Hampshire University (SNHU), with 25 years of experience as a marketing professional and researcher.* “Graduates with a marketing degree are well-positioned to enter diverse fields, from traditional advertising to digital media, market research and beyond.”

So, is a marketing degree right for you? To decide, you’ll need to explore your marketing degree options and how they align with your personal and professional goals.

Marketing Degree Options

If you decide to pursue marketing education, there are many different types of degrees you could consider, from two-year programs to master's degrees.

While your courses can vary based on your specific program, Tuten said most marketing credentials provide some key knowledge and skills, including:

• Analysis of market data and consumer behavior
• Development and implementation of marketing strategies
• Effective communication of marketing messages
• Planning, executing and overseeing marketing projects

A marketing degree may also include foundational business courses, such as accounting, business law, management and international business. Many programs also include hands-on projects that help you apply your learning to real-world situations.

Depending on your career goals, there are a variety of marketing degree options you could pursue:

Associate Degree in Marketing

An associate degree in marketing is typically a two-year program that covers basic marketing principles. While associate degrees don’t provide the same depth of knowledge as a bachelor’s degree, they can give you the skills needed to potentially land an entry-level job, said Tuten.

“A 2-year marketing degree, such as an associate degree, can be worth it for those looking to enter the workforce quickly or those who need a stepping stone before pursuing further education,” she said.

Bachelor’s Degree in Marketing

A marketing bachelor’s degree is a four-year program designed to give you the knowledge and skills you need to succeed in a variety of marketing roles, both entry-level and beyond.

Bachelor’s level marketing degrees provide a strong foundation of general marketing principles and often also have options to concentrate your studies in a specific area of marketing.

SNHU, for example, offers a digital marketing degree and social media marketing degree.

Master’s Degree in Marketing

A master’s degree in marketing is usually an advanced two-year program designed to dive deeper into a specific area of marketing, such as digital marketing, marketing research and analytics or social media marketing.

While many marketing jobs don’t require more than a bachelor’s degree, a master’s degree could help you advance your career.

“Whether to pursue a master's degree in marketing depends on individual career goals,” said Tuten. “For those aiming for higher-level positions, specialized roles or academic careers, a master's degree can provide a significant advantage. It also offers deeper knowledge and advanced skills that can enhance job performance and career prospects.”

MBA in Marketing

A Master of Business Administration (MBA) in Marketing is another option if you want to pursue an advanced marketing degree. An MBA combines business management and leadership skills with marketing expertise.

With a marketing MBA, you’ll have a highly-respected credential that's in demand across many industries.* According to the Graduate Management Admission Council (GMAC) 2023 Corporate Recruiter Survey, hiring for MBA holders grew over the last five years, other than a small dip in 2020. Since 2021, more than 75% of employers across surveyed industries have hired MBAs, according to the GMAC report.

Marketing Certificates

Beyond the traditional college degree programs, marketing certificates also offer key skills and knowledge in the field.

A certificate can offer targeted training in specific marketing disciplines, such as digital marketing or search engine optimization (SEO), said Tuten. (SNHU does not currently offer certificates in digital marketing or SEO.) A certificate can supplement a marketing degree program or help you gain quick experience to change or advance your career. For example, if you already have a bachelor's in another field, you could opt to earn a graduate certificate in social media marketing.

Plus, if you decide to pursue a bachelor’s degree or master’s degree later, certificate courses can generally be transferred to a full degree program, giving you a head start.

Is Marketing a Hard College Degree?

Earning any kind of degree takes time and effort. According to Tuten, marketing coursework involves a wide variety of skills, from analyzing data to developing creative campaigns.

“Earning a marketing degree requires dedication and effort, but it is attainable with the right mindset and resources,” said Tuten.

Choosing a degree program and institution with plenty of student support resources and experienced instructors can help make your coursework more manageable.

Read more: Is marketing a good major?

Is There a Demand for Marketing Degrees?

The good news is that the time and effort it takes to complete a marketing degree program are likely to pay off. As the marketing field continues to evolve and grow, marketing degree holders are in high demand, Tuten said.*

“Marketing degrees are generally worth the investment due to the versatile skills and numerous career opportunities they provide,” she said. “Graduates often find roles in various industries, and the potential for career growth and higher salaries increases with education and experience.”*

Benefits of Earning a Marketing Degree

Earning a marketing degree not only gives you an in-demand credential, but it can also provide many other benefits. Here are a few reasons earning a marketing degree might be worth it for you:

Build Valuable Skills

No matter what marketing degree you choose, you can learn skills that are highly sought after across the field, said Tuten. These include:

• Analysis
• Communication
• Creativity
• Digital literacy
• Project management
• Strategic thinking

Enter a Growing Field

The field of marketing continues to grow.* According to data from the U.S. Bureau of Labor Statistics (BLS), jobs for marketing managers are projected to grow 7% between 2022 and 2032.* Jobs for advertising and promotions managers are expected to grow 2% over the same period, according to BLS.*

Lower Unemployment Rates

Stable employment is another potential benefit of earning a degree in marketing. BLS data shows that, in 2023, master’s degree holders had an unemployment rate of just 2%, and bachelor’s degree holders experienced 2.2% unemployment.* Workers with a high school diploma had unemployment rates of 3.9%, according to BLS.*

Salary Potential

With marketing degrees, salary potential can be very strong, according to BLS.* Marketing managers earned an average annual salary of $166,410 in 2023, BLS data shows.*

Earning a degree, in general, can also lead to higher salaries in the long term.* According to BLS data, bachelor’s degree holders earned a median weekly income of $1,493 in 2023, compared to just $899 per week for workers with a high school diploma.*

Master’s degree holders saw an even bigger boost, earning a median weekly income of $1,737 in 2023, according to BLS.*

What Can You Do With a Marketing Degree?

With a marketing degree, you can pursue various careers, said Tuten, including:

• Advertising and sales manager
• Brand manager and public relations specialist
• Content marketing strategist
• Digital marketing and social media marketing specialist
• Market research analyst

Your career growth and earning potential will vary depending on the industry in which you work, your specific role and your level of education and experience.

According to BLS data, advertising, promotions and marketing managers, for example, earned a median annual salary of $131,870 in 2023.* Jobs for these marketing professionals are projected to grow 6% from 2022 to 2032, BLS data shows.*

BLS data predicts jobs for market research analysts will grow 13% by 2032.* The median annual salary for a market research analyst was $74,680 in 2023, according to BLS.*

Ready to Pursue a Degree in Marketing?

If you’ve decided a marketing degree will help you reach your career goals, it’s important to take some time to review your options before enrolling in a program, said Tuten.

Tuten recommended considering some key factors when applying to institutions and individual programs, including:

• Available student resources
• Faculty expertise
• Industry connections
• Opportunities for real-world learning
• Program curriculum
• Program flexibility

“Think about your career goals and which skills or areas of marketing interest you the most,” Tuten said. “Stay curious and open to continuous learning, as marketing is a dynamic and evolving field.”

*Cited job growth projections may not reflect local and/or short-term economic or job conditions and do not guarantee actual job growth. Actual salaries and/or earning potential may be the result of a combination of factors including, but not limited to: years of experience, industry of employment, geographic location, and worker skill.

Danielle Gagnon is a freelance writer focused on higher education. She started her career working as an education reporter for a daily newspaper in New Hampshire, where she reported on local schools and education policy. Gagnon served as the communications manager for a private school in Boston, MA before later starting her freelance writing career. Today, she continues to share her passion for education as a writer for Southern New Hampshire University. Connect with her on LinkedIn.