Many colleges offer a four-year bachelor's degree in business administration (BBA) with various specializations. One of these is marketing management, which covers the fundamental principles of business and marketing. Completing these courses helps students gain an understanding of the economics of business, product pricing, consumer psychology and feedback analysis, import and export of goods, advertising and brand promotion. A BBA in marketing management therefore makes candidates more appealing to business organizations.
In today's competitive market, companies rely extensively on customer feedback and the study of purchasing trends to develop innovative products. Market researchers in organizations perform this function using market surveys conducted through the Internet, telephonic interviews and face-to-face interactions at public places. They analyze the findings of such surveys and present information about public opinion about company products. This analysis provides the company with valuable input regarding product design, promotion and distribution strategies. As per data from the Bureau of Labor Statistics, the average salary of market researchers in May 2008 was $61,070.
Companies employ sales managers to supervise the process of distributing the company's products or services. The actual sales function is handled by sales or factory representatives, who report to the sales manager. Sales managers direct sales representatives by assigning specific territories and sales goals, and providing guidance and training on various aspects of selling such as making calls, using presentations, conducting product demonstrations and successfully closing orders. As of May 2008, the average salary for sales managers was $97,260 as reported by the Bureau of Labor Statistics.
Using the input provided by market research analysts, marketing managers develop strategies to improve product visibility in the market. In combination with the promotion and advertising teams, marketing managers determine promotional ideas, advertising campaigns and markets where the company should target these campaigns. They also study market trends and customer preferences evident from the market survey data to collaborate with the production team to develop newer products or services. According to the Bureau of Labor Statistics, the average salary of marketing managers in May 2008 was $108,580.
Public Relations Specialist
Public relations specialists work with marketing not a product or service, but the company image. The job of public relations specialist involves interacting with employees, investors, clients, media and consumers. These professionals organize press conferences, send out press releases and conduct public interaction programs to build a positive image of the company and reinforce its brands. Governmental agencies also hire candidates with a BBA in marketing management to work as public relations specialists, designated as press secretaries. According to the Bureau of Labor Statistics, during May 2008, the average annual salary of public relations specialists was $51,280.
- Florida Tech University Online: Bachelor of Arts in Business Administration with a Specialization in Marketing
- Bureau of Labor Statistics; Occupational Outlook Handbook, 2010-11 Edition; Advertising, Marketing, Promotions, Public Relations, and Sales Managers
- Bureau of Labor Statistics; Occupational Outlook Handbook, 2010-11 Edition; Market and Survey Researchers
- Bureau of Labor Statistics; Occupational Outlook Handbook, 2010-11 Edition; Public Relations Specialists
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