A Career Guide for the Marketing Major

Marketing is a very diverse field offering a wide variety of career opportunities. Marketing includes advertising, brand management, retailing, marketing research, personal selling and sales management, purchasing, planning and strategy, and many other professional pursuits.

Marketing managers continually search to find gaps in the market between what customers want and what competitors are offering. When research, such as surveys, focus groups, consumer panels, or just everyday observation of people reveal unsatisfied customer desires the company might profitably exploit, marketing professionals try to fill the gap by developing a marketing strategy. Strategy involves identifying potential target customers and creating a marketing mix that profitably satisfies them. Success in marketing depends upon mixing an effective combination of the products and services customers want, with the prices they are willing to pay, the advertising and promotion that will motivate them to buy, when and where they like to shop.

The marketing program at FAU is structured to provide students with in-depth knowledge of enduring principles and concepts. These are brought to life by real-world marketing examples and actual business experiences. The learning environment for marketing studies includes classroom lecture and discussion, outside marketing projects, case studies, field trips, computer simulations, and internships.

To guide the student in their program of study, there are four general concentration areas within marketing. These include:

  1. a general marketing major for students who want a broad background and maximum flexibility in their program;
  2. an advertisement option for students interested in careers in creative advertising, media management, or advertising planning and strategy;
  3. a retail management option for students interested in retail store ownership or management, retail buying and merchandising, and related fields such as shopping mall management;
  4. a sales management option for students who wish to pursue careers in personal selling, and sales management.

Some related non-classroom activities that will enhance your marketing education at FAU as well as improve your career opportunities include becoming a member of the student and professional chapters of the American Marketing Association, participating in student government, working as an intern or in a co-op program, or working part-time as a salesperson in an advertising agency or for a retail firm.

The following Interests and Aptitudes/Qualities are associated with or needed for success in the study of this major.

  • Sales
  • Developing budgets
  • Working with computers
  • Decision making
  • Negotiating deals
  • Making presentations
  • Strategic planning
  • Working with the public
  • Training
  • Analyzing consumer trends
  • Competitive nature
  • Strong persuasive skills
  • Ability to use good judgment
  • Excellent verbal/written communication skills
  • High self-esteem
  • Multi-task oriented
  • Computer literacy
  • Creativity
  • Good analytical/abstract reasoning skills


Students majoring in marketing must complete all University and College of Business requirements for the baccalaureate degree, including 15 credit hours of course work in marketing in one of the following tracks: (1) General Marketing, (2) Marketing Research, (3) Retail Management, (4) Sales and Promotion Management.


The following are examples of positions often held by Marketing graduates:

Account Executive
Advertising Manager
Brand Manager
Chief Executive Officer
Chief Operating Officer
Circulation Manager
Consumer Affairs Specialist
Director of Marketing
Development/Fund Raiser
Independent Distributor
Logistics/Traffic Manager
Manufacturers' Representative
Market Research Analyst
Marketing Analyst
Marketing Planning Specialist
Media Manager
Merchandise Manager
Product Manager
Promotion Manager
Public Relations Director
Purchasing Agent
Purchasing Manager
Retail Buyer
Retail Salesperson
Sales Manager
Sales Representative
Store Manager
Strategic Planning Specialist
Vice President of Marketing
Wholesale Buyer
Wholesale Salesperson

Note: Some of the above professions will require advanced study or training.


For information about choosing a career, graduate/ professional school, internships or job descriptions, and for career library resources, contact:

Career Development Center
Boca Raton Campus - Student Services Building, Room 220 (SU 220)

Davie Campus - Modular G

Jupiter Campus - SR 110

For information about choosing a major and concentration and degree requirements, contact:

Barry Kaye College of Business
Boca Raton Campus, Flemming West, Room 102 (FW 102)

Davie Campus, Liberal Arts Building, Room 444 (LA 444)

Department of Marketing
Boca Raton Campus, Flemming Hall, Room 201 (FH 201)

The Career Guide series was developed by the Florida Atlantic University Career Development Center, Division of Student Affairs, the Office of Undergraduate Programs, and in cooperation with the Barry Kaye College of Business and the Department of Marketing.

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