Marketing

Marketing is a dynamic field at the intersection of creativity, strategy, and analytics. 

Whether you're interested in brand storytelling, data-driven insights, or cutting-edge digital strategies, the opportunities in marketing are vast and ever-evolving. To chart your career path, consider your interests: Are you drawn to understanding consumer behavior, creating impactful campaigns, or leveraging technology to drive results?

Marketing professionals shape brand perceptions, analyze trends, and engage audiences. Below are core areas to explore:

  • Marketing Research and Analytics: Derive insights from consumer data to inform strategies.
  • Brand Management: Build and sustain strong brand identities.
  • Digital Marketing: Harness SEO, SEM, and social media platforms to reach target audiences.
  • Influencer Marketing: Collaborate with creators to amplify brand messaging.
  • Experiential Marketing: Design immersive experiences that captivate audiences online and offline.
Careers in Marketing (video)
Next Steps - Careers in Marketing (video)

Essential Skills for Success

Modern marketing demands a mix of analytical, creative, and technical skills. Key competencies include:

  • Strong Communication: Effective verbal, written, and presentation skills and storytelling abilities to craft compelling brand narratives.
  • Quantitative Analysis for data interpretation and strategy formulation.
  • Digital Marketing Expertise: Proficiency in SEO/SEM, email marketing, content creation and social media management.
  • Analytical Thinking: Ability to interpret data, track performance, and optimize campaigns.
  • Strategic Planning: Crafting and executing marketing strategies aligned with goals.
  • Creativity and Innovation: Developing unique ideas and compelling brand stories.
  • Marketing Tools: Familiarity with platforms like HubSpot, Hootsuite, Google Analytics, Meta Ads Manager, and TikTok Creator Marketplace.and marketing automation tools along with CRMs like Salesforce.
  • Customer-Centric Mindset: Understanding customer needs to create personalized experiences.
  • Brand Development: Building and maintaining a consistent, impactful brand identity.
  • Market Research – Staying informed on trends, competitors, and target audiences.
  • Attention to Detail – Ensuring accuracy and consistency in all marketing efforts.

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Virtual Power Chat.

Learn more about working in marketing from our alumni and partners such as Turner Gutmann, MBA '12, Manager of Product Management-Customer Data, at Nordstrom. After earning a bachelor's degree in Environmental Studies and Psychology, Turner worked for a few years, including as an ESL instructor in China. Since graduating with his MBA in marketing he has held numerous marketing analytic positions for biotechnology companies, commercial banking and spent eight years at Nordstrom in digital marketing analytics and product management. Access his Power Chat (and more) in BizLink | Resources | Document Library.

Marketing Jobs

Job titles are not standardized. Similar jobs can have different titles at different companies. One company may use the word marketing while another may use the word brand. Below are a list of some common marketing keywords. These are entry points and almost all can have a descriptor, such as Analyst, Assistant, Associate, Coordinator, Junior, Manager, Specialist either before or after the keyword. For example, you could look for a job as an Account Coordinator, Account Executive or Assistant Account Executive. So if you are interested in a job in account management, you should review all of these job titles.

Emerging Jobs

  • Growth Marketer: Focus on scalable strategies for rapid business expansion.
  • Marketing Technologist: Bridge the gap between marketing and technology.
  • Data Storyteller: Present analytical insights in impactful ways.

Common Job Titles

Pair the words below with the following descriptors to see full job titles: Analyst, Assistant, Associate, Coordinator, Junior, Manager and Specialist.

  • Account
  • Advertising
  • Analytics
  • Brand
  • Business Development
  • Business or Competitive Intelligence
  • Campaign
  • Category
  • Channel
  • Communications
  • Content
  • Creative 
  • Customer or Consumer Insights
  • Digital
  • E-commerce
  • Event
  • Marketing
  • Marketing Research
  • Media
  • Merchandising
  • Online Marketing
  • Planning
  • Pricing
  • Product
  • Product Development
  • Promotions
  • Public Relations
  • Sales
  • SEO or SEM
  • Social Media
  • Storyteller
  • Strategy
  • Trend

Marketing Companies

Western New York

Consumer Products Companies

Advertising Companies

National and New York City

Consumer Products Companies

See the 10 companies that control almost everything you buy. 

Public Relations Firms

Advertising Companies (New York, NY)

This list is the largest advertising or integrated marketing communications companies in New York City.

Marketing Research Companies

Certifications

Some jobs in marketing could request additional skills and certifications beyond your degree's curriculum. There are costs associated with these certifications, so do your research to better understand what employers really want. 

These are just a sample of certifications available through various vendors.

  • Meta Blueprint Certification
  • Google Analytics 4 (GA4) Certification
  • HubSpot Inbound Marketing
  • Social Media Strategist, National Institute for Social Media (NISM)
  • SEO Certified Professional
  • SEMrush SEO Toolkit Certification
  • TikTok Advertising Certification
  • Hootsuite Social Media Marketing

Professional Development

Stay up to date on current trends in marketing and advertising.

Job Search Resources

Marketing Associations and Professional Organizations

Academics

To learn more about the Marketing concentrations and courses included within the concentration, please refer to the academic curriculum.