Find Your Niche at the Intersection of Business and Communications with a Career in Marketing

Meeting at the intersection of business and communications, marketing is an increasingly valuable field in the modern economy. Marketing is the process of developing materials and ideas that spread awareness of your product or service. It involves identifying target audiences, identifying and responding to trends, and using new techniques and technologies to promote your company or organization.

A degree in marketing opens numerous doors in the business world and nonprofit sector, as organizations compete to grow their audiences and market their products or services. With a degree in marketing, you’ll be well positioned for numerous roles because you must be familiar with a large awareness of the business, its output and who’s involved with what to be able to make the sales and connections your organization needs to survive. Over time, this awareness and experience can be also leveraged into a career in management or administration.

A marketing degree can prepare you for many positions. Some fields that emphasize marketing include:

  • Market Research: This field involves empirically studying markets in order to inform business decisions. Researchers use proven methods to gauge consumer interests, needs and behaviors.
  • Technical Writing: Businesses always need capable writers to develop written materials for their websites, social media or literature.
  • Advertising: Whether through traditional methods or emerging digital mediums, organizations need advertisers to develop ideas to grow their audience and promote their products.
  • Public Relations: As companies grow, they need to be increasingly aware of their public image. Public relations specialists help make decisions that ensure a company’s image remains positive and productive.

Three women sitting around a conference table in an officeCareers in Marketing

Marketing is a flexible field, allowing you to integrate into numerous in-demand areas of business. Some positions include:

  • Market Research Analyst: As digital marketing has grown, so has the demand for this position. Market research analysts conduct and interpret research that informs a company’s marketing decisions. According to the Bureau of Labor Statistics, the field is expected to grow 18% over the next decade and touts a median pay of $65,810 per year.
  • Public Relations Specialist: These workers handle the day-to-day of public relations. Like other fields within marketing, this role is expected to grow by 7% over the next decade and has a median annual salary of $62,810.
  • Sales Manager: A degree in marketing also prepares you for a potential career in sales. Sales managers are responsible for managing and organizing a company’s sales team. While this role will require a foundation of sales experience, its median annual salary of $132,290 offers a substantial reward for those who know how to make and close sales deals.

Want to learn more about this possible career path and college major? Have questions about which UNCF colleges and universities offer degrees in marketing? Looking for help with financing this degree?

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How to Prepare for Success

A successful career in marketing will require foundational skills in business, communications, economics and management. Supplemental skills in psychology, accounting or finance will go a long way.

UNCF Schools to Consider

Thirteen UNCF-member HBCUs offer programs for students wishing to specifically study marketing including:

Claflin University building

Claflin University

Professional Organizations

There are many organizations dedicated to the field of marketing. A sample list includes:


Several scholarships are available through UNCF. The UNCF General Scholarship Awards are an excellent opportunity for any student going to a UNCF-member college, regardless of their major. The UNCF/Koch Scholars Program offers scholarships, mentorship, academic support and networking opportunities to undergraduate African American students. The Frederick Douglass Bicentennial Scholarship Program awards a $10,000 scholarship to one exceptional HBCU senior each year who has demonstrated high academic achievement, strong leadership skills, commitment to community service and unmet financial need.

Papa John's logo

The Papa John’s Scholarship is specialized for students majoring in business fields including marketing. Eligible students can apply for a one-time scholarship award of $5,000. The RICOH Scholarship is also available for marketing students, offering awards of $2,500. The SMPS Foundation Zinsmeyer Scholarship Fund offers a one-time scholarship of $1,500. Finally, The Meritage Homes Scholarship is an option for students pursuing marketing. The scholarship awards $4,400 to eligible students.

Students should also check with each college or university to see if there are additional scholarships available to study marketing.

Reach out for guidance by submitting a major interest form if you are interested in a career in marketing. Submit the form on our website to get started. And follow us on UNCF social media channels to receive notifications about our scholarships and member HBCUs. Reach out today!