What is Marketing?

Marketing is often mistakenly identified with selling and promotion. Most people are surprised to learn that the most important functions of the marketing professional often have little to do with selling. Marketing's major concern is satisfying customers' wants and needs. The heart of Marketing is matching supply and demand in a complex, advanced economy. Marketing consists of many activities including: identifying customer needs; developing goods and services to satisfy those needs; communicating information about products to potential customers; and logistics and distribution management, which assures that products are delivered to customers as needed.

Where the Jobs Are

The field of marketing is so large that almost any business organization may be viewed as a potential employer of the marketing professional. Estimates say approximately one third of private sector jobs are marketing related. Nonprofit organizations also have to market their products and services, and the marketing discipline addresses the special needs of such organizations. Furthermore, marketing positions often lead to top management positions. A great many of the CEO's in Fortune 1000 companies come from the ranks of marketing professionals.

The demand for marketing professionals is looking better than ever; some say that this is the best job market in history. Corporate America is looking not only for mid and senior level executives, they are flocking to college campuses focusing on entry-level recruiting more than ever before.

Career Paths

Marketing offers a wide variety of functional areas as possible directions for career seekers. Some of these are:

  • Advertising
  • Retailing
  • Wholesaling
  • Professional Sales and Sales Management
  • Sales Promotion
  • Logistics
  • Market Research
  • Product Management
  • Public Relations
  • Sales Support
  • Purchasing Management
  • Brand Management
  • Marketing Communications
  • Entrepreneurship

Possible Employers

Marketing is an integral part of all organizations. The possibilities are endless. The following is a list of potential employers:

  • Manufacturing Firms
  • Marketing Research Firms
  • Transportation and Distribution Firms
  • Advertising Agencies
  • Equipment Manufacturers and Dealers
  • Consulting Firms
  • Universities (Professors/Instructors)
  • Nonprofit Organizations
  • Print Media (Publishers/Editors)
  • Broadcast Media l Communications Firms
  • Government/Military l Software/Computer Firms
  • Wholesale Distributors
  • Telecommunications and Other Service Firms
  • Retail Firms


As a graduating senior, you can expect entry level salaries to range from $27,000 to $43,000 a year. Variables which will affect your beginning salary level include geographic region, your educational background, the general state of the economy, the supply of graduates available, your related experience, your internship, and last - but not least - your ability to "sell" yourself.

Position Salary Range 2004 Salary Range 2005 % Change
VP of Marketing $82,750 - $158,500 $83,250 - $175,000 7.0 %
Marketing Director $65,250 - $106,250 $64,500 - $107,500 0.3%
Marketing Manager $47,250 - $74,500 $49,250 - $81,750 7.6%
Marketing Coordinator $34,500 - $48,250 $34,500 - $49,250 1.2%
Public Relations Director $72,750 - $110,500 $71,000 - $108,000 -2.3%
Public Relations Manager $53,500 - $77,000 $53,250 - $76,000 -1.0%
Public Relations Specialist (5+ years) $48,500 - $71,500 $48,500 - $70,750 -0.6%

Source: Who gets what. Marketing News. November 15, 2005.

Marketing Program/Curriculum

The University core curriculum and nonbusiness College of Business courses consist of 61 hours. The business foundation and pre-business courses total 33 hours. The professional field in Marketing consists of 16 hours of required course work and 15 hours of supporting courses consisting of marketing electives designed to compliment your career path. The required marketing professional field courses are as follows:

  • Professional Field in Marketing
  • Marketing Tools and Skills
  • Marketing Research and Information Technology
  • Personal Professional Development (1 hour)
  • Global Marketing Issues and Practices
  • Advanced Marketing Management
  • Applied Marketing Problems

Supporting Courses - Career Path Scheduling

Marketing majors are required to take 15 hours of supporting courses. Students are required to select 9 hours of upper level marketing courses and 6 hours of upper level business or marketing courses. Students are encouraged to select courses that strengthen a career focus. The following groups of classes are examples of career path scheduling:

Professional Sales/Sales Management

Opportunities for professional sales and sales management are found in most industries. Well paying positions with great potential for advancement are available in this field.

  • Professional Selling
  • Sales Management
  • Channels of Distribution
  • Distribution Alliances and Partnerships
  • Internship/Marketing Elective

Retail Management

The Wall Street Journal recently pointed out the tremendous opportunities in corporate and store retail management.

  • Retailing Management
  • Strategic Retail Issues
  • Professional Selling
  • Credit Management
  • Technology Based Direct Marketing
  • Internship/Marketing Elective


Logistics is the economic engine of the Dallas-Fort Worth metroplex. Opportunities for college graduates are numerous in warehousing, transportation, distribution and materials handling.

  • Physical Distribution
  • Channels of Distribution
  • Distribution Alliances and Partnerships
  • Sales Management
  • Internship/Marketing Elective


Students with creative ability and writing skills find opportunities in broadcast and print media and in advertising and promotion positions.

  • Advertising Management
  • Advertising Media
  • Consumer Behavior
  • Credit Management
  • Retailing Management
  • Internship/Marketing Elective

Marketing for Entrepreneurship

Students who plan to go into business for themselves can benefit from marketing classes offered.

  • Professional Selling
  • Consumer Behavior
  • Services Marketing
  • Entrepreneurship
  • Retailing Management
  • Internship/Marketing Elective