Introduction

According to the American Marketing Association, marketing consists of activities and “processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Accomplishing these objectives requires collaboration between teams with diverse expertise, including data analytics, creative content development, consumer psychology, business planning, and negotiation, among others. Societal changes and technological advances have revolutionized marketing in recent years, leading to a growing number of career paths for marketers.

This collection of resources offers a holistic overview of the diverse career domains within the field of marketing.

Nine primary domains are identified here, and the most prevalent job positions within each domain are presented along with an overview of the positions. Leadership roles and duties are listed at the top of each category, followed by positions that require less experience. The typical educational requirements, and the number of years of experience are also included for each job title. The educational requirements and work experience may, to some degree, substitute each other. For example, someone with a bachelor’s degree requires more work experience than someone with a graduate degree. These figures are provided as approximations, which may vary across different firms and positions.

Several groups will find this document helpful. Marketing students will benefit from learning the diverse career paths that they can pursue. Educators and educational institutions may use the guideline in advising students. This document may offer business professionals a clearer understanding of various marketing domains and the activities of marketing professionals. Finally, the report will also help decision makers and human resources departments within firms in identifying and recruiting new talent.

I hope that you will find the report useful. Please feel free to reach out to me (mnejad@fordham.edu) or Aida Lahood (alahood@fordham.edu), marketing area program manager), with any feedback or suggestions you might have.

Mohammad G. Nejad, PhD
Chair, Marketing Area
Fordham University | Gabelli School of Business