Why Get a Degree in Marketing?
Written by:
Appalachian State University
• Apr 21, 2026
In the face of AI disruption, why should you get a degree in marketing? The right degree can be a way to take advantage of evolving technology to benefit your career growth.
According to the 2025 Career Outlook for Content and Marketing Professionals report from the Content Marketing Institute, nearly 75% of marketers say that they need more specialized skills to stay competitive in their industry. Getting a degree in marketing helps professionals move into specialized roles that are growing fast.
However, the ability to specialize is just one reason to get a degree in marketing. From versatile skill sets to ample marketing opportunities across industries, a degree in marketing like the Bachelor of Science in Business Administration (BSBA) in Marketing from App State Online prepares students to shape the future of marketing.
What Do You Learn With a Marketing Degree?
Marketing degrees prepare students for careers at the forefront of business. These future marketers come away with the ability to analyze consumer behavior, develop well-informed marketing strategies and leverage analytics using today’s digital tools to improve campaign performance.
Marketing Degree Curriculum Subject Areas
Some subject areas typically covered in a marketing degree program include the following:
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Strategic management
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Marketing research
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Marketing principles
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Consumer behavior
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Business writing
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Economics
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Operations management
Benefits of a Degree in Marketing
Getting a degree in marketing can set students on a path toward a lucrative career with ample opportunities for career advancement. Students graduate with skills that make them valuable across industries and job titles.
Adaptable Skill Sets
The skills that marketing roles require can also apply to a range of other positions. Marketing graduates learn skills in communications, economics, and product and organizational management, all of which are needed across industries and sectors.
For example, in addition to marketing roles, BSBA in Marketing graduates from App State Online go on to work in sales, business development and digital media development. With their coursework in management and leadership, graduates are also able to advance in their careers to senior- and executive-level roles.
Career Growth Opportunities
According to Robert Half’s 2026 report on the marketing job market, employers posted 376,200 jobs for marketing and creative professionals in 2025, demonstrating a continued demand for skilled marketing talent. However, the positions that saw the most growth in 2025 were specialized roles, such as marketing automation manager, which had 10% year-over-year growth.
This demand for specialized positions may be why nearly half of marketing and creative leaders say that finding marketing professionals with the right skills is more challenging now than it was a year ago. Getting a degree in marketing means learning the skills needed to fill these positions and stand out from the competition.
Opportunities Across Industries
When students get a degree in marketing, they’re opening the door to various industries. Almost all non-profits, government organizations, tech companies, consumer goods manufacturers and commercial enterprises rely on some form of marketing, and typically need experienced marketing graduates to manage their strategies and campaigns.
BSBA in Marketing graduates from App State Online go on to work in many different sectors, including aerospace, wine-making and insurance, to name a few. According to Robert Half, the industries that are currently hiring the most marketing staff are manufacturing, tech and financial services.
In-Demand Roles for Marketing Degree Holders
Marketing professions as a whole are continuing to grow, but some positions are growing faster than others. According to the U.S. Bureau of Labor Statistics (BLS), these roles have a job outlook rate that is significantly higher than the projected national average of 3% for all careers between 2024 and 2034.
Marketing Managers
Marketing managers oversee organizations’ marketing strategies. They collaborate with stakeholders to develop a budget and strategy, plan and execute campaigns, and hire and manage other marketing team members.
Marketing managers earned a median annual salary of $161,030 in 2024, and positions are predicted to increase by 7% between 2024 and 2034, according to the BLS. In addition to several years of experience in marketing, advertising or a related area, marketing managers typically need a bachelor’s degree in marketing or a similar field.
Public Relations Managers
Public relations (PR) is a marketing-adjacent profession that students can prepare for by getting a degree in marketing. While marketing managers focus on promoting products and services, public relations managers are more concerned with maintaining companies’ or organizations’ public image. They develop brand identities and collaborate with stakeholders to create promotional campaigns that align with this identity. Working with the press to disseminate press releases and share news with the public is a large part of this role.
According to the BLS, the median annual salary for public relations managers was $138,520 in 2024. Positions in the field are expected to increase by 5% between 2024 and 2034. Many public relations managers begin their careers with a bachelor’s degree in marketing or a related area, though manager positions require several years of experience in PR.
Market Research Analysts
Market research analysts help companies understand their audiences. They study consumer preferences as well as other information that can help shape how consumers act, such as market volatility and predicted sales trends.
According to the BLS, market research analysts earned a median annual salary of $76,950 as of 2024. The number of openings for market research analysts is expected to grow by 7% between 2024 and 2034. These marketing professionals generally need a bachelor’s degree in marketing to begin their careers, as well as strong research and analytical skills.
Earn Your Marketing Degree With AppState Online
Getting a degree in marketing allows students to prepare for a future filled with opportunity. Subject areas and skills taught in a marketing degree program are applicable to many different industries and positions, letting students pursue various paths to find fulfilling, lucrative careers.
App State Online’s BSBA in Marketing program offers multiple eight-week term starts, allowing students to complete classwork on their schedule. With expert faculty and classes that align with today’s marketing needs, it’s no wonder that App State Online’s BSBA in Marketing boasts a 90% job placement rate, with students being recruited by top employers like Bank of America and Cisco. App State Online students come into the workplace with the AI literacy and analytical skills needed to thrive in marketing’s fast-moving world.
Find out more about how a marketing degree from App State Online can help you start your new career.
Recommended Readings
The Role of a Business Development Representative
Five Tips for Effective Career Management
Sources:
Content Marketing Institute, 2025 Career Outlook for Content and Marketing Professionals
Robert Half, “2026 Marketing Job Market: In-Demand Roles and Hiring Trends”
U.S. Bureau of Labor Statistics, “Employment Projections — 2024-2034”
U.S. Bureau of Labor Statistics, Occupational Outlook Handbook: Market Research Analysts