July 18, 2018  |  Purdue Global  |  Updated December 23, 2020

The Bureau of Labor Statistics projects that employment of business and financial occupations will grow faster than the average for all occupations from 2019 to 2029.* Marketing is a prominent function of many business roles and continues to grow and change as technology evolves. Marketers use a variety of tools and methods to gain customers including email, search engines, social media, influencers, events, direct mail—and even word of mouth.

Bachelor’s Degree in Business Administration – Marketing Concentration

If your goal is to work in marketing, an online bachelor's in business administration with a concentration in marketing can be an excellent educational pathway. Let’s look at what you’ll have the opportunity to study before exploring some career options.

Build the Skills for Business

An undergraduate degree in business administration with a concentration in marketing provides a foundation of skills that you can build upon as your career progresses. At Purdue Global, for example, you can develop such important skills as:

  • Communication
  • Critical thinking
  • Team building
  • Decision-making
  • Leadership
  • Business operations

In addition, a business degree explores important business functions such as human resources, finance, accounting, and, of course, marketing. These things apply to many different roles, from marketing and sales to research and entrepreneurship.

To help you decide if a Bachelor of Science in Business Administration with a concentration in marketing is right for you, we will explore some of the related occupations along with job outlook data.

Advertising, Promotions, and Marketing Managers

These positions manage advertising, promotional, and marketing activities for businesses. The goal of these activities is to attract consumer interest. Responsibilities may include developing pricing strategies, working with others to plan and deploy marketing campaigns, managing the marketing and advertising budgets, negotiating contracts with vendors, and more.

The entry point of this position is a bachelor’s degree, according to the BLS. These positions will continue to be essential for business growth, and they’re expected to increase faster than average in the decade between 2019 and 2029.

Marketing Research Analysts and Marketing Specialists

Market research analysts and marketing specialists study market conditions to help determine the direction for marketing campaigns, and they may contribute to product development and product pricing. Job responsibilities include:

  • Gathering and analyzing data on consumers and competitors
  • Forecasting marketing trends
  • Tracking effectiveness of marketing campaigns
  • Preparing results, graphs, and reports and presenting these to managers

The entry point for these positions is usually a bachelor’s degree. Relevant courses can include statistics, marketing, scientific methods, and/or math.

The job outlook for market research analysts is very positive. Employment of these roles is expected to increase 18%, more than 4 times the average for all occupations, between 2019 and 2029, according to the BLS.

Sales Manager

Sales managers set sales goals and develop training programs to assist their team in reaching these goals.

According to the BLS, to become a sales manager you typically need a bachelor’s degree. Courses in management, business law, marketing, math, accounting, economics, finance, and statistics can help you develop relevant skills for this position.

The number of sales manager positions is expected to grow between 2019 and 2029.


If you’ve ever dreamt of owning your own business, a bachelor’s degree in business administration with a concentration in marketing may be valuable in establishing and growing your enterprise.

Among the classes recommended for those who seek self-employment are marketing, finance and accounting, economics, public speaking, management, writing, and computer science. According to BLS data, self-employed workers are expected to grow by 7.9% by 2026, particularly in service occupations. 

If your goal is to work independently on your own business idea or provide a service, such as marketing or business consulting, the education you receive in a business administration bachelor’s degree program can be valuable.

A Business Administration Degree Tailored for Working Adults

If you decide a bachelor’s degree in business administration with a concentration in marketing is a good choice for you, look for a respected educational institution that offers flexible class options. Purdue Global offers an online program that’s designed for busy working adults. Learn more about our online Bachelor of Science in Business Administration and how it can help you launch a successful marketing career. Request more information today.

About the Author

Purdue Global

Earn a degree you're proud of and employers respect at Purdue Global, Purdue's online university for working adults. Accredited and online, Purdue Global gives you the flexibility and support you need to come back and move your career forward. Choose from 175+ programs, all backed by the power of Purdue.

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*Job Growth Projections: National long-term projections may not reflect local and/or short-term economic or job conditions, and do not guarantee actual growth.

Employment and Career Advancement: Purdue Global does not guarantee employment placement or career advancement. Actual outcomes vary by geographic area, previous work experience and opportunities for employment.