An online bachelor’s degree in marketing is typically a four-year program that prepares you for a career in numerous industries. During the program, you will learn marketing principles, such as advertising, product research, publicity and more, in traditional and digital worlds. You will also explore business topics such as retail management and finance.

Some marketing degree programs allow you to concentrate or specialize in fields like hospitality, sales, international business, social media marketing, business analytics, global marketing, sustainable marketing and more. These concentrations allow you to focus on a particular area that interests you and can be ideal if you plan to pursue a very specific field within the broader context of marketing.

A bachelor’s degree in marketing can help to prepare you for a rewarding and in-demand career. According to the U.S. Bureau of Labor Statistics (BLS), the employment of advertising and promotions managers should grow by 4.7% through 2034, which is faster than the average growth across all occupations. The demand for marketers continues to grow as businesses and organizations become more dependent on the use of digital media, such as websites, and social media to drive sales and connect with customers in an effort to increase their market share.

In addition to this high demand for talented marketing professionals, earning a bachelor’s degree in marketing can help prepare you for a financially rewarding career. The BLS reports that marketing managers earned a median annual wage of $161,030 in 2024, and advertising and promotions managers earned a median wage of $126,960. Even if you don’t plan to pursue a marketing-specific career, marketing skills can be valuable for other purposes, such as if you decide to start your own business. 

What to expect in an online bachelor’s degree in marketing

An online bachelor’s degree in marketing provides you with a broad understanding of marketing practices to prepare you to work in different marketing fields. Most programs focus on basic core concepts and then become more pinpointed when you’ve decided where you may want to specialize.

In addition to these core classes, such as English composition and algebra, you can expect to take marketing- and business-focused courses during your degree program. They may include:

• Digital marketing: Explore various digital marketing channels, their pros and cons, and how they can become part of a larger marketing strategy. Learn about earned, paid and owned media, as well as common digital tools and platforms.
• Marketing research: Learn about common marketing research methods, including surveys, how to interpret results and how to use market research to make strategic decisions.
• Brand management: Explore the key elements of brand management, including how to build and maintain a brand. Learn about the importance of branding and the role marketing can play in helping to salvage a brand.
• Consumer behavior: Explore common consumer behaviors relating to searching, evaluating and purchasing products. Learn about the psychology behind consumer behavior and purchases, as well as how to craft compelling messages and identify consumer pain points.
• Professional selling: Develop knowledge of the sales process and how it relates to marketing, and develop key sales skills. Explore how to develop relationships and generate sales for businesses.

Popular programs for this degree

How to succeed in a program for this degree

Self-discipline is important when pursuing an online degree program in marketing. Schedule in time for your coursework and studying, and consider finding someone who can work as your accountability partner to make sure that you’re keeping up with your studies. It may be helpful to see if any of your classmates would like to form a virtual study group to help prepare for upcoming tests.

Giannulis notes that time management is the biggest challenge in completing an online degree program. “With so many distractions— especially online—it’s easy for students to lose focus,” he says. “I often tell people to reverse engineer their week. Start with the due dates, work backward to today and then allocate specific times each day for studies. This approach turns an overwhelming task into manageable chunks,” he says.

If you’re worried about upcoming tests, don’t hesitate to ask the instructor for any advice to help you prepare. Your professor might be willing to provide a study guide or sample tests for you to use as you study. You may also be able to get help with test preparation from the institution’s tutoring center.

It’s also important to take advantage of experiential learning opportunities. As a distance student, you may need to take on an active role in identifying potential internship opportunities that are local to you. During your internship, treat it with the seriousness that you would treat actual employment. You can develop pieces for your portfolio and form valuable connections that might help you to get your first job after you’ve graduated.

How to choose the right program for you

Align with your career goals: As you explore different programs, consider your career objectives. If you want to pursue a certain marketing field, like social media, then look for a program that allows you to concentrate in that area. If you’re considering pursuing a masters degree, you may want to choose a program at a school that offers bachelors and degree programs in marketing. Completing both programs at the school may save you some time and money.

Evaluate reputation: Thoroughly research the school and program’s reputation, too. Potential employers may respect a program that’s widely known for its quality more than lesser-quality programs, and this could be important in your getting an interview for a position. Plus, you want to choose a quality program that will give you a strong education to prepare you for your career.

“When it comes to choosing a program and a school, it’s important to not only consider the cost and reputation, but also the faculty’s practical experience and exposure to the industry,” notes Giannulis. “An instructor who’s actively involved in the industry can provide invaluable insights, connections and opportunities.”

Cost-effective decision making: Rather than choosing the most affordable program, take the time to compare program costs and evaluate the value that each program offers. A slightly more expensive program with a robust internship program and a concentration in your desired field may be a better value than a less expensive program that lacks those important features.

Accreditation: Finally, take the time to confirm that each institution is accredited, which confirms the quality of the education you’ll receive. Potential employers may want to see that you’ve graduated from an accredited school, and if you plan to pursue additional education, many graduate degree programs require that you have an undergraduate degree from an accredited institution.

Resources for students pursuing an online marketing bachelor’s

Several professional organizations provide valuable resources to marketing professionals and students:

• The American Marketing Association (AMA) publishes many marketing resources, including industry news, training opportunities, a job board and events like conferences. There are also many state- and region-specific branches of the AMA, so check to see whether there’s an AMA branch near you.
• The Association of National Advertisers (ANA) is a trade association that maintains resources including blogs, awards programs, training opportunities, webinars and more.
• The Mobile Marketing Association (MMA) is a trade organization that works to connect marketers, martech and media companies. The MMA provides resources including research, webinars, a marketing summit and education opportunities.
• The Social Media Association (SMA) supports social media professionals with webinars, events, a job board and a blog.

Online databases like Fastweb can help you to identify potential scholarships for marketing students. Be sure to reach out to your school’s financial aid department, too, since they can give you information about school- and even major-specific scholarship opportunities.

Additionally, reach out to your school’s academic advising and career counseling departments. These apartments are available to you as a distance student, and they can help you to successfully navigate the degree program and prepare for your career.

Browse our vetted selection of programs

Wrapping up

An online bachelor’s degree in marketing can prepare you for many potential careers, from social media marketing to product management and more. Many skills from this degree program are transferable, so you could potentially use the degree in your work for a nonprofit, a major corporation, an ecommerce startup or any other number of employers and industries.

If you’re ready to take the first step in building your marketing career, explore the available online bachelor’s degree in marketing programs to find the option that’s right for your goals. All you need to do is click Find programs to get started.

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