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Essential Preparation for Careers in Marketing Leadership

10 Sep
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In a global business economy, marketing offers some of the most diverse career opportunities available. It’s a rapidly growing industry, with companies all over the world seeking top marketing talent to help sell products and services to key audiences.

A career in marketing is an exciting chance to utilize skills in creativity, communication, decision-making and strategy. To help ensure your success as a leader in this dynamic, expanding field, you need the best education possible.

This post will touch on some of the many careers in marketing and vital elements of the strongest online marketing master’s programs.

Marketing Career Opportunities

One of the most appealing facets of a career in marketing is the wide variety of opportunities you can pursue. There are marketing needs, and therefore marketing careers, in any industry, in companies around the world. You may choose to pursue locally focused work, for a small business in your community, or cross-cultural endeavors with multinational corporations.

Career paths in marketing include:

Public Relations (PR)
Help companies and organizations manage communications with the media and consumers. A career in PR and communications is diverse and often determined by the specific needs of your employer. Your job is to craft communications, promote newsworthy events and maintain a positive company image.

Market Research
Gather data and analyze it to help companies make better decisions about everything from product development to consumer outreach. Businesses today have massive amounts of data, but that information is only helpful if they can use it effectively to understand buyer behavior, forecast sales, or predict what consumers want in the future.

Advertising and Production
Create strategies and develop creative materials to reach customers with your message. This type of marketing job requires a mix of creative and organizational skills to oversee budgets, negotiate contracts for media placements, and manage the creative process to deliver effective ads.

Media Buying
Find the right venues to place your advertisements and negotiate prices to get the best deals. Media buyers need to be skilled communicators and organizers, and tenacious negotiators.

Brand Management
Develop and maintain the brand for your company. This broad area of marketing requires a mix of analytical skills, creativity and intuition to create a vision for your brand and guide the company in that direction.

Event Planning
Map out and execute events—including meetings, user conferences and trade shows—that promote your brand and bring in new leads. This requires exceptional skill at designing and coordinating fast-paced events in high-stress environments.

Digital Marketing
Create and coordinate your company’s online marketing efforts, including website, social media, SEO, pay-per-click, and content marketing. It’s a newer area of marketing, but one of the fastest-growing and most critical for companies today.

Sports Marketing
Work in collegiate or professional sports to promote teams and athletes and manage sponsorships, events and community relations. A niche area of marketing in a fast-paced and highly visible industry.

Expertise Taught in the Best Online Marketing Courses

As someone interested in a marketing career, you’ll need a broad and diverse set of skills. It can be hard to figure out which courses to take to build and strengthen your ability to lead as a marketing professional.

Some programs focus exclusively on a narrow aspect of marketing, such as:

  • Search-engine optimization (SEO)
  • Digital marketing
  • Social media marketing
  • Web development
  • Email marketing
  • Content marketing

While all of these are important pieces of the marketing puzzle, the very limited nature of these courses can actually make it harder to find the kind of marketing job you want. They could force you into a narrow role with a highly specific set of skills that make it hard to work your way up in a company.

If your goal is to become a marketing leader, you need to find an online marketing program with courses that address a broad scope of proficiencies. These include:

  • Marketing analytics
  • Product management and product development
  • Strategic planning
  • Integrated marketing campaigns
  • Digital marketing
  • Marketing leadership

Traits of the Best Online Marketing Programs

The diverse array of online courses in marketing available today includes everything from webinars and certificate programs to highly regarded graduate programs. The best of them:

Pave your path to marketing leadership and the C-suite.

Start expanding your career potential today. The Online Master of Science in Marketing program at William & Mary creates Renaissance Marketers: innovative, adept, courageous leaders with a passion for making a positive impact on their workplace, the market they serve and the wider world. For further information about our online experience and application process, reach out to an Admissions Advisor today.