Marketing Degrees & Resources Online

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Introduction

Marketing is the field of business involving the planning and implementation of exchanging products, services or ideas between individuals and organizations. The broad term of 'marketing' also encompasses public relations, advertising, sales and distribution, wherein an organization is able to successfully sell a product or service that people are willing to buy. Market research is a way for organizations to anticipate and meet consumerís needs. In order to continue discovering what consumers want, marketers need to preserve their client base while reaching out to new consumers.

External Links and Resources

Marketing News Resources

MarketingMagazine.co.uk
"Marketing brings its readers the biggest and freshest news in the industry and delves into the issues behind the stories. It is firmly established as the leading news weekly for the marketing community, delivering insightful analysis and powerful comment pieces from professionals like the maverick Mark Ritson."

 Market News International
Market News International provides up-to-date news, data and analysis on financial markets from around the world.

 BtoB Online
"BtoB, the magazine for marketing strategists,delivers timely editorial on all disciplines of business-to-business marketing."

 AdvertisingAge
An online magazine focusing on advertising and advertisement.

 PRnews Online
"PR News is the most trusted, executive level, reader-supported publication that helps enhance the business impact of PR. Written for corporate PR and agency professionals and the challenges they face, PR News is your blueprint for the strategies, tactics and insights you need to become an even more effective and successful communicator. "

 MarketingWeek.co.uk
Marketing Week is the UK's leading magazine for professionals working in marketing, marketing services and media.

 

Consumer Behavior

Consumer Behaviour: The Psychology of Marketing
"This site, prepared by a marketing professor at San Diego State University, provides information on consumer behavior, segmentation, demographics, and more. The professor also publishes an online Consumer Psychologist Newsletter. "

 American Customer Satisfaction Index
"ACSI reports scores on a 0-100 scale at the national level and produces indexes for 10 economic sectors, 43 industries (including e-commerce and e-business) and more than 200 companies and federal or local government agencies. "

 Gender Identity in Consumer Behavior Research
"This article is part of a special issue on 'Gender Issues in Consumer Research'"

 PhillipGraves.net
"Develop a better understanding of consumer behaviour to enhance your marketing activity. A link to the latest research and thinking in the areas of consumer psychology, behaviour and influence."

 

Persuasion

The Gentle Science of Persuasion
"In this six-part series, Knowledge@W. P. Carey explores Cialdini's principles of persuasion."

 ChangingMinds.org
"... the largest site in the world on all aspects of how we change what others think, believe, feel and do."

 An Introduction to Social Influences
"This portion of the Working Psychology website offers a brief introduction to a big topic: social influence, the modern, scientific study of persuasion, compliance, propaganda, "brainwashing," and the ethics that surround these issues."

 How to Sell a Pseudoscience
A guide to different tactics that are most commonly used to sell a pseudoscience, and how they are used in modern society.

 Evaluating Persuasion‐Enhancing Techniques from a Resource‐Matching Perspective
"This article examines how two ad execution characteristics intended to heighten persuasion can influence the resources required to process an ad under high and low motivation conditions."

 

International Marketing

International Business Resource Desk
"A rich collection of thousands of international business resources selected based on content and usability."

 The Federation of International Trade Associations
The FITA Global Trade Portal, is the source for international import export trade leads, events, and links to 8,000 international trade (export import) related Websites.

 Business Information on the Internet
The following links will take you to a selection of business information sites on the Internet.

 A Basic Guide to Exporting
For more than 70 years, A Basic Guide to Exporting has been the resource that businesses have turned to for answers to their questions about how to establish and grow overseas markets for their products and services.

 Marketing (U.S. and International)
A resource list for marketing at LSU Libraries.

 

Marketing Research

The National Trade Data Bank
"Your trusted source for federal business, trade, and economic information!"

 FedStats.gov
FedStats, which has been available to the public since 1997, provides access to the full range of official statistical information produced by the Federal Government without having to know in advance which Federal agency produces which particular statistic.

 U.S Census Bureau
"The Economic Census profiles American business every 5 years, from the national to the local level."

 Bureau of Economic Analysis
"The Bureau of Economic Analysis (BEA) promotes a better understanding of the U.S. economy by providing the most timely, relevant, and accurate economic accounts data in an objective and cost-effective manner."

 U.S. Bureau of Labor StatisticsBureau of Labor Statistics
"The Bureau of Labor Statistics is the principal fact-finding agency for the Federal Government in the broad field of labor economics and statistics."

 

Marketing Strategy

Marketing Strategy at Harvard Business School
"Harvard Business School has a long tradition of practice-oriented research and teaching that has a profound and far-reaching impact on business and management education world wide."

 Marketing for Small Businesses
A guide to small business marketing at University of Arkansas.

 Marketing Strategy - Library Research GuideA library research guide focusing on marketing strategy, at the university of Arizona.

 KnowThis.com
"KnowThis.com is a leading information and resource website for those involved in marketing, market research, advertising, selling, promotion, and other marketing-related areas. "

 Business-to-Business Marketing Strategy
This executive education program delves into the unique problems confronting business-to-business marketers across a broad spectrum of organizations.

 Create your marketing strategy
A guide to marketing strategy at Businesslink.gov.uk

 

Professional Selling

TCNJ Professional Selling Videos
Four video presentations on professional selling at the College of New Jersey, available for download.

 

Sales Management

The Sales Board
"The Sales Board is who we are; a team of certified sales management & training professionals that has consistently facilitated record-breaking sales, and increased profit margins for top sales, training and marketing executives."

 Personal Selling & Sales Management
A chapter in a guide on marketing principles at San Diego State University. Full guide here.

 

Public Relations

Public Relations Toolkit: How to PR
Useful instructions on how to use work with PR.

 The Commission on Public Relations Education
"The Commission on Public Relations Education is composed of public relations educators and practitioners who represent 12 professional societies in public relations and related fields of communications. "

 TITEL
The Public Relations Society of America, based in New York City, is the world's largest organization for public relations professionals.

 The Museum of Public Relations
"Established in 1997, this is the place to go to learn about how ideas are developed for industry, education, and government, and how they have been applied to successful public relations programs since the PR industry was born."

 Online PR White Papers and Essays
Free papers and essays available for download. For more PR resources, click here to go to the main site.

 PR Watch
"The Center for Media and Democracy was founded in 1993 as an independent, non-profit, non-partisan, public interest organization. CMD's mission is to promote transparency and an informed debate by exposing corporate spin and government propaganda and by engaging the public in collaborative, fair and accurate reporting."

 

Accounting

Academic Info: Accounting
The subject specific page for accounting on AcademicInfo.

 

Finance

Finance and Investment at upenn.edu
Finance information and resources at the University of Pennsylvania.

 Damodaran Online
A comprehensive resource on finance information run by Professor David Margolis at the Stern School of Business at New York University.

 Federal Reserve Board
"The Federal Reserve, the central bank of the United States, provides the nation with a safe, flexible, and stable monetary and financial system."

 Finance Subject Guide
A Finance Resource Guide at the Pittsburg State University library.

 Ohio State's Virtual Finance Library
"The WWW Virtual Library is a resource that Ohio State's Department of Finance provides to academia and investors alike."

 The American Finance Association
"Welcome to the homepage of The American Finance Association (AFA): the premier academic organization devoted to the study and promotion of knowledge about financial economics."

 

Business Management and Administration

The Association to Advance Collegiate Schools of Business
"The Association to Advance Collegiate Schools of Business is an association of educational institutions, businesses, and other organizations devoted to the advancement of higher education in management education. It is also the premier accrediting agency of collegiate business schools and accounting programs worldwide."

Association of Professionals in Business Management
"The mission of APBM is to make business management a profession – similar to law, medicine, engineering, and accounting – with the CABM and CBM Certifications, Continuing Education, Code of Professional Ethics, and Professional Standards through Best Practices Research."

MIT Open courseware, Sloan School of management
"MIT Sloan is a world-class business school long renowned for thought leadership and the ability to successfully partner theory and practice."

Academy of Management Online
"The Academy of Management is a leading professional association for scholars dedicated to creating and disseminating knowledge about management and organizations."

Project Management Institute
"For nearly 40 years, PMI advocated on behalf of project professionals around the world."

Southern Management Association
"The Southern Management Association (SMA) is a regional affiliate of the Academy of Management. Its primary mission is to advance the research, teaching, learning, and practice of management."

Society for Human Resource Management
"The Society for Human Resource Management (SHRM) is the world’s largest professional association devoted to human resource management."

Business Administration Resources
A list of business administration resources and guides at the University of North Carolina.

 

Business Communication

The International Association of Business Communications
"Founded in 1970, The International Association of Business Communicators provides a professional network of almost 16,000 business communication professionals in over 70 countries."

 Association for Business Communication
"The Association for Business Communication (ABC) is an international organization committed to fostering excellence in business communication scholarship, research, education, and practice."

 University of Northern Business Communication Program
A business communications guide at the University of Northern Iowa.

 Basic Business Communication
"This site is dedicated solely to serving business communicators. Its links are tightly focused to help one learn about various aspects of business communication and to help find information for business communication purposes. "

 

Business Ethics

Business and Accounting Ethics
An essay on business and accounting essay written by Dr. Katherine T. Smith and Dr. L. Murphy Smith.

 Complete Guide to Ethics Management: An Ethics Toolkit for Managers
A guide to ethics management at the Free Management Library.

 BusinessEthics.ca
"Business Ethics is the study of ethical dilemmas, values, and decision-making in the world of commerce. This website is an independent, non-affiliated source of information, authored and administered by business ethics scholar, Chris MacDonald."

 Business Ethics Links at Santa Clara University
"The Markkula Center for Applied Ethics at Santa Clara University is a nationally recognized resource for analyzing real-world ethical issues and for developing tools and programs to address them." More resources this page.

 Business Ethics at Knowledge@Wharton
Resources and articles on business ethics.

 Ethics World
"A vibrant, current and inter-active website for views, comments, reports and news on governance, business ethics and anti-corruption in the United States and across the world."

Introduction to Ethics
A series of videos on business, global leadership and government ethics, and more.

  

Public Speaking

World Speakers Association
"The World Speakers Association is the international speakers association that serves Professional & aspiring Professional Speakers in building Professional Speaking, Business & Marketing Skills."

 Public Speaking Tips
"The following tips are taken from SPEAKING UP©, MIT Freshman Advising Seminar 055, that was offered by Norma McGavern (former UROP Director) in Fall 1996. These tips provide you with advice on how to deliver your message clearly and strongly, with as little pain as possible for you —the speaker —and your audience."

 The European Student Journal of Language and Speech
"EACL is the European Chapter of the Association of Computational Linguistics, the scientific and professional society for people working on problems involving natural language and computation."

 Improve Your Communication Skills
A comprehensive public speaking guide published by inc.com

 American Rhetoric
A website geared towards public speaking, rhetoric and famous speeches in America.

 Toastmasters International
"Toastmasters International is a 501(c)(3) nonprofit educational organization based in Rancho Santa Margarita, California."

 Strategies to Succeed in Public Speaking
Free online courses in public speaking.

Other Marketing Studies Resources

Associations

General Information About Marketing Degrees

The goal of marketing is to determine how consumers combine information, what choices they make and how marketing can influence those choices. This evaluation of psychological behavior leads to developing strategy and creating mathematical models that represent consumer action. Marketing management uses the ìmarketing mix,î also known as the ìfour Pís,î to promote, price, place and produce things that consumers will want and buy. Strategic marketing determines how organizations can compete with others in the same market, while operational marketing implements plans to attract new consumers and keep old ones.

Marketing uses creative and analytical skills to solve problems and develop solutions that will profit the company and please the consumer. These degree programs mold students into leaders with management courses. General education courses are necessary in addition to some statistics, finance and computer science courses. Students will learn about advertising, brand marketing, market research, sales promotion and retail along with trend analysis and the growing e-commerce industry as well as product development, consumer decision making, pricing, global marketing and legal issues with marketing.

Other subjects covered in marketing major include buyer behavior, pricing policies, channels of distribution like retail and wholesale, product development, professional selling, marketing research, advertising, sales promotion and marketing management skills.

Earning A Marketing Degree Online

For some students, going back to school is difficult because of their location or other responsibilities, like holding down a job. Marketing degrees are available online and provide a more flexible way to earn a degree than at a traditional educational institution. Make sure the Association to Advance Collegiate Schools of Business (AACSB) accredits the online degree program first. An alternative learning method is to attend community colleges in the area that award associateís degrees or transfer credit to a four-year university.

Bachelorís Degree In Marketing

A Bachelor of Science or Arts in Marketing prepares students for entry level and management positions in marketing sectors. The curriculum focuses on understanding consumer behavior, distributing products, collecting and analyzing information about consumers for managerial decision-making, advertising and promotion and managing retail and wholesale operations, from conceptualization to execution, merchandising, branding and buying.

Master Of Business Administration In Marketing

For a focus on business with a marketing brand, ambitious students should learn more about business school and earning an MBA, or Masters in Business Administration. Degrees for MBA programs will include courses covering general aspects of business such as operations management, human resources and finance. However, MBA programs may offer a concentration in marketing and advertising, which can prove extremely beneficial in terms of getting a management or executive position. MBA program admissions require transcripts and test scores from the mandatory Graduate Management Admissions Test (GMAT).

Further Education In Marketing

While there are not that many schools that offer a Ph.D. in marketing, there are some notable exceptions. For example, Penn State has a program that works with graduate students that explores and researches three core areas in marketing: psychological foundations of consumer behavior, marketing models and quantitative methods, and marketing management and strategy. Each of these areas prepares the student for becoming a researcher.

Coursework In Marketing

The classes a student takes as a marketing major are part of an interdisciplinary program of business and social sciences. This means having a solid background in business courses like finance, international business, economics and accounting alongside mathematics courses like statistics and general psychology and sociology courses for measuring and determining human behavior.

Some of the coursework students are likely to take include basic marketing, professional selling, retail management, promotions and sales, market research, logistics and distribution, management in marketing and channels management, international marketing and business to business marketing.

Career Opportunities In Marketing

Marketing is one of the broadest and largest industries around. From small businesses to massive corporations, every company needs marketers to help promote and sell products. Advertising agencies, nonprofit organizations, insurance companies, consulting firms, consumer organizations, publications, labor unions, educational institutions, hospitals, credit unions and banks all need marketing specialists.

Management positions for marketing require some years of experience or a higher degree. Market research analyst, media buyer, sales promoter, media planner and public relations director are all positions that fall within the realm of marketing degrees. Since marketing is such an expansive field of study, there are tons of job possibilities available.

Advertising, promotions, marketing and public relations management and executive levels are the main jobs of interest for those with a marketing degree. Advertising managers supervise the copy, art and communication media for an advertisement campaign in a firm. Marketing managers create a marketing strategy with research to identify prospective markets and monitor trends. Promotions managers come up with ideas for purchase incentives, while public relations managers oversee public relations specialists and work on a specific industry or focus on using communication to alleviate public concerns about an individual or company.

Other careers with a degree in marketing include bank officer, inventory manager, consumer loan officer, credit analyst, retail storeowner, advertising copywriter, account representative, product manager, advertising account executive, securities broker and media analyst.

Earning Potential For Marketing Degrees

Due to the broad nature of a marketing degree, there is both room for growth and a demand for marketing professionals in every sector. According to the U.S. Bureau of Labor, a marketing manager earns a median annual salary of $87,640. Advertising executives and promotions managers earn an annual average of $97,540, while public relations managers earn around $82,180 on average. Managing a company entirely, such as marketing or advertising firms, can bring in up to $103,070, whereas working in a scientific or technical consulting firm earns $100,200.

Online Marketing Degree FAQ

Is a Degree Required to Work in Marketing?

Most hiring managers look for candidates who have at least a four-year bachelor's degree in marketing. Other types of degrees can also help you gain employment in this field as well, such as a degree in liberal arts or business. Since the responsibilities and job requirements in marketing vary, a well-rounded individual who exhibits a fair amount of experience in addition to education stands the best opportunity for landing a position.

What Do Marketing Professionals Do?

The goal of every marketing professional is to present an image of a company that makes consumers want to use their products or services. There is a high level of research, creativity and imagination required to work in marketing. Marketers must assess the needs and wants of customers, designing campaigns that can help maximize brand visibility and sales.

How Do I Become a Marketing Specialist?

Marketing is a very flexible field that requires a number of different jobs to be performed in order to attain commercial success. Some of the specialized jobs available in marketing include marketing copywriter, brand manager, marketing account manager, market research analyst and careers in public relations.

What Is the Job Forecast for the Marketing Industry?

Due to global and domestic competition, the U.S. Bureau of Labor expects the number of jobs in marketing to increase through 2016 by approximately 12 percent. However, some business sectors, such as the technology and science are expected to grow at a faster rate than others.

Why Should I Choose an Online Marketing Degree Program?

If you are like most professionals, you don't have the flexibility to dedicate full-time to coursework. You have your daily job and/or family responsibilities that take priority above all else.

Online programs in marketing allow you to take college courses in the field of your choice, according to your own schedule. You can take courses at night, early in the morning, over the weekend or whenever your time allows.

Online marketing degree programs help further your education and career, at your own pace. Financial aid and loan assistance is even available for most online courses offered by accredited colleges and universities. With online degree programs in marketing, you can strive toward the career of your dreams, without sacrificing the job you have right now.

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