Associate degree programs in marketing

Associate degree programs in marketing teach students how businesses communicate with consumers about their products and services. Students learn to analyze market data, identify target segments of a market, and plan aspects of a marketing campaign, from the creative design to the cost proposal. An online associate degree in marketing may be offered as an Associate of Arts (AA), Associate of Science (AS), or Associate of Applied Science (AAS), and the time required to complete the program depends on the program and the student's schedule.

Online Associate Degree in Marketing: Coursework and Training

On the way to a marketing associate degree, students take general education core classes in addition to the required courses for the major. The curriculum differs from institution to institution, but there is some coursework that a large percentage of programs have in common. Here are examples of those typical courses:

Marketing Courses

• Introduction to Business: Students explore the basics of starting and growing a business in today's global, digital environment. The course provides an introduction to finance, international business, management, marketing, and corporate social responsibility.
• Principles of Marketing: This foundational course instructs students on business buyer behavior, customer relations, market segmentation and promotional techniques. Classes may also discuss strategies for direct marketing, distribution, product pricing, sales, and social media.
• Business and Professional Writing: Business writing students learn the specifics of grammar, organization, and language use as they relate to the composition of memos, emails, reports, presentations, cover letters, and other professional communications.
• Advertising Principles: This course illustrates the function of advertising within the realm of marketing, introducing students to various selling techniques, and describing the role that advertising plays in different markets. Discussions may touch on the many different channels for advertising, from online videos to product packaging to TV commercials.
• Consumer Behavior: Students in a consumer behavior course learns about the ethical responsibilities of marketers, effects of marketing and environmental factors on patterns of consumer decision-making, and methods by which purchasing behavior can be influenced.

Courses Outside of Marketing

• Composition and Rhetoric: In composition and rhetoric classes, students develop their ability to persuade, describe, research, compare, and analyze information by writing essays and engaging in critical thinking and reading comprehension activities. Clear communication is a cornerstone of marketing, from writing slogans to presenting a proposal for a campaign to clients or management.
• Statistics: Statistics courses help students learn to analyze and organize numerical data, focusing on averages, correlation, dispersion, and distribution of data points in a given set. Quantitative analysis is vital for research into market share and market segmentation.
• Computer Applications: These courses train students on the fundamentals of business and professional computer software, including spreadsheet, word processing, and presentation management programs. Marketers use the full gamut of technological tools, from number-crunching programs to graphic design software to collaborative authoring platforms.

Potential Careers for Graduates of Associate Degree Programs in Marketing

Marketing associate degree programs can help students develop skills such as data analysis, creative problem-solving, communications, and critical thinking that can be applied in various walks of life. Professionals in many industries perform marketing-related activities such as studying market data, monitoring market trends, and analyzing information on competitors. Here are a few of the options that graduates of online associate degree programs in marketing could pursue:

• Advertising sales agents work for media companies selling advertising space or time in which companies can promote their products and services. Duties include gathering and recording client data, processing paperwork and correspondence, and explaining different types of ads to clients. Like marketing, advertising publicizes products for the public, and the Bureau of Labor Statistics (bls.gov) notes that marketing and communications coursework can be helpful in this field.
• Buyers and purchasing agents operate as the link between suppliers and manufacturers, or between wholesale outfits and retail firms. Although the principal task of a purchasing agent is to acquire the highest quality product for the lowest possible price, they also evaluate and interview potential suppliers, analyze financial reports, and attend conferences and trade shows to stay in step with innovations in the industry. On-the-job training is usually needed.
• Insurance sales agents communicate with potential clients in an effort to sell insurance and help customers decide on insurance policies. These agents gather financial data, analyze clients' current coverage, and describe the benefits of different types of policies. Insurance sales agents need on-the-job training as well as a state license, according to bls.gov. Marketing studies may provide skills in business and communication, to help agents analyze data and present insurance product choices.
• Real estate agents work with a licensed real estate broker to help clients sell, buy or rent property. Duties include using advertisements or listing services to promote properties to buyers, analyzing market data to determine selling prices, preparing deeds and purchase agreements, and soliciting new clients. Agents complete a series of real estate courses and obtain a professional license, and brokers usually need experience as an agent. Bls.gov reports that real estate brokers planning on self-employment typically take courses such as marketing and business.
• Wholesale and manufacturing sales agents are the other end of the transaction with buyers and purchasing agents. They sift through data to find prospective customers, explain product features based on customers' knowledge and needs, and negotiate prices and other terms of sales agreements. Bls.gov notes that sales reps often pursue studies such as marketing to enhance their professional abilities.

These careers represent just a few of the options that traditional and online associate degrees in marketing might pursue. Graduates from associate degree programs may choose to go on to earn a bachelor's degree, which is a qualification for positions such as market research analyst. Students who plan on this path should meet with an advisor early on, to find out how they can best prepare to continue their education. Interested individuals can find more details about courses in the Guide to College Majors in Marketing.

Additional Resources for Individuals Pursuing Online Associate Degrees in Marketing:
Advertising Sales Agents, Bureau of Labor Statistics, 2012
Insurance Sales Agents, Bureau of Labor Statistics, 2012
Market Research Analysts, Bureau of Labor Statistics, 2012
Market Research Analysts and Marketing Specialists, Bureau of Labor Statistics, 2011
Purchasing Managers, Buyers, and Purchasing Agents, Bureau of Labor Statistics, 2012
Real Estate Brokers and Sales Agents, Bureau of Labor Statistics, 2012
Wholesale and Manufacturing Sales Agents, Bureau of Labor Statistics, 2012

• Online Associate Programs