Appalachian State University Blog

Although brands like Nike, BMW and McDonald’s operate in completely different sectors, they share one major thing in common: they use the power of marketing to achieve global recognition and success.

Marketing plays a major role in how businesses grow, connect with customers and compete in today’s fast‑moving world. Whether it’s a Spotify ad, direct mail campaign, or short-form social media video announcing a new product or service, marketing helps organizations reach their audiences.

While it can be an exciting, dynamic career, marketing requires more than creative thinking and a knack for pitching products. Most successful marketers have a background in formal education and training. A marketing degree gives students a strong foundation in business, communication and strategy. It also teaches students how to understand customer needs, build brand awareness and help organizations reach their goals.

If you’re considering this field, it’s helpful to learn what you can do with a marketing degree and how it can shape your career.

What Is Marketing?

The American Marketing Association (AMA) defines marketing as the process of creating, communicating, delivering and exchanging offerings that hold value with customers. This can include everything from researching customer behavior to promoting products and designing experiences that keep users engaged.

At its core, marketing connects businesses with the right audiences. It blends creativity, data, communication and strategy to help organizations stand out in a crowded marketplace.

Traditional marketing tactics refer to conventional offline channels such as print advertising, TV commercials, billboards, trade shows and sales calls. Digital marketing refers to social media posts, search engine optimization (SEO), display ads, retargeting campaigns and paid search efforts.

Because marketing touches nearly every part of a business, it’s considered among the most important functions in the modern economy. It helps companies launch products, build trust with customers and make smart decisions based on hard data.

What Do Marketing Degree Programs Teach?

Marketing degree programs help students develop a combination of creative, analytical and strategic skills. These programs prepare graduates to understand customer behavior, communicate clearly and solve business problems. Although every marketing program is different, most teach core skills such as the following:

• Consumer behavior: Understanding why people make certain buying decisions

• Branding and promotion: Building strong brand identities and messages

• Digital marketing: Using social media, websites and online tools to reach audiences

• Marketing strategy: Planning campaigns and long‑term business goals

• Professional communication: Writing, sharing and presenting ideas clearly

• Sales and customer relationship management: Learning how to build trust with customers

• Analytics and data interpretation: Using numbers to measure success and improve results

• Marketing research: Collecting and analyzing data to inform business decisions

• Global and ethical marketing: Understanding cultural differences and responsible practices

Knowing how these skills are applied in the workplace makes it easier to understand what you can do with a marketing degree after graduation.

7 Marketing Careers for Graduates to Consider

Marketing professionals work in almost every industry, including sports, entertainment, health care, retail and technology, as well as the nonprofit sector. Below are some of the most popular and rewarding careers marketing graduates can pursue.

Marketing Coordinator

Marketing coordinators help plan and support marketing campaigns. They typically assist with social media posts, email newsletters, event plans and market research. This role is an ideal starting point for students interested in learning how marketing departments and disciplines collaborate.

Digital Marketing Specialist

Digital marketing specialists focus on online channels such as social media, websites, search engines and paid ads. They help companies reach customers through targeted content and digital campaigns. This role is ideal for students who enjoy technology, creativity and fast‑paced work.

Market Research Analyst

Market research analysts study customer behavior, industry trends and competitor activity. They use data to help companies make smart decisions about products, pricing and promotions. This career is a strong fit for students who enjoy numbers and problem-solving.

Brand Manager

Brand managers oversee how companies or products are presented to the public. They help shape a brand’s voice, look and overall identity. This role blends creativity and strategy, making it a great option for students who enjoy storytelling and big‑picture thinking.

Advertising or Promotions Manager

Advertising or promotions managers create campaigns that encourage customers to buy products or services. They work with designers, writers and media teams to bring ideas to life. This career is ideal for students who enjoy creative collaboration and planning.

Sales Manager

Sales managers lead teams that build relationships with customers and close deals. They use marketing insights to understand customer needs and improve sales strategies. This role is a strong match for students who enjoy communication and leadership.

Public Relations Specialist

Public relations (PR) specialists help organizations build a positive reputation. They write press releases, manage media relationships and support communication during major events. This role is great for students who enjoy writing and public communication.

Prepare for Your Career With App State Online

A marketing degree prepares students for a wide range of opportunities. It teaches skills that employers value, such as communication, teamwork, creativity and data analysis. It also helps students understand how businesses operate and how to connect with customers in meaningful ways.

If you’re exploring what you can do with a marketing degree, the App State Online Bachelor of Science in Business Administration (BSBA) in Marketing can help you develop the skills and competencies you need to succeed. The program teaches students how to understand customers, create strong marketing strategies and use digital tools to support business growth.

With flexible online learning and a robust curriculum, App State Online helps students prepare for meaningful careers in marketing. You’ll learn from experienced faculty, gain real‑world skills and be ready to make an impact in a growing field.

Learn more about how the App State Online BSBA in Marketing can support your goals.

Sources:

American Marketing Association, Definitions of Marketing

Indeed, 10 Common Careers in Marketing (Plus Salaries and Tips for Success)

Indeed, What Is Marketing? A Business Guide

Investopedia, “Understanding Marketing in Business: Key Strategies and Types”

Salesforce, What Is Marketing? A Brief Overview

U.S. Bureau of Labor Statistics, Advertising, Promotions and Marketing Managers