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Students who study marketing often build skills in analytics, communication and digital strategy. Courses, software tools and industry resources can help them stay organized and prepare for marketing careers.

Students who study marketing learn about channels, strategies and audience engagement across many industries. From social media to direct mail, the term marketing covers a wide range of activities and concepts. A student’s career focus often depends on personal interests and available opportunities, so to study marketing is to build broad knowledge that spans multiple industries.

No matter the academic path a student takes, setting goals is important. Most marketing programs provide a broad foundation of skills and knowledge, and some offer specializations or electives to allow a deeper understanding of specific areas of interest. Such programs give students the opportunity to focus their studies and create a postgraduation career target.

After identifying an intended career or area of interest in marketing, students can create a plan to help guide their academic and career path.

For example, a student may want to become a marketing manager within five years of graduation. While this outcome may vary, students can take proactive steps toward pursuing their goals. Students can write down their goals and the steps required to reach them. Depending on a student’s goal, the first step toward a marketing career will likely be education.

Of course, interests and goals may change as students begin studying marketing, so it’s OK to adjust the plan along the way.

For those beginning their career journey through education, understanding program requirements can be an important first step. To graduate most bachelor’s degree programs, students must complete about 120 hours of coursework, which will include core, elective and general education courses.

Working adults may opt to return to school to study marketing online. If they have already taken marketing or business courses, they may be able to transfer eligible credits and shorten their academic journey.

If the degree includes a certificate, students may need to complete specific courses related to that specialty. Additionally, some programs may require students to participate in experiential learning like internships. A university representative or academic advisor can help students determine what may be required for their preferred program.

Courses in a marketing program can be quite diverse. Marketing students typically take core marketing courses, but as they progress through the program and find their niche, they may take more specialized and industry-specific courses.

Core courses in a marketing program, particularly a Bachelor of Science in Business that has a marketing focus or certificate, include a number of entry-level business courses that cover topics like business communication, accounting, economics and management. 

Students who have chosen a specific path in marketing may take specialized courses that focus on their intended career outcomes.

Digital marketing is a broad category of marketing that focuses on digital channels like social media, search engines and email. For example, marketing teams may develop an email campaign to reach out to qualified leads. Or they may use the paid search feature on search engines. If an advertisement comes through online, in other words, it likely stems from digital marketing.

Content marketing, one aspect of digital marketing, is another choice for those who want to study marketing. Simply put, content marketing leverages blogs, social posts and infographics to educate, entertain and engage audiences. The idea is to increase brand awareness over time without a hard sales pitch, gradually earning the audience's respect and trust so the business becomes the go-to source of information and authority.

Another component of digital marketing is social media marketing, which promotes products and services through social media platforms. Email marketing does the same through email, often after the prospective buyer has signed up for more information. 

Traditional marketing, on the other hand, uses offline outlets to reach their target audiences. Newspaper ads, billboards, direct mail and TV commercials are examples of traditional marketing.

Students who study marketing online have a wide array of tools to help them through school — tools they can continue to use after graduation.

Those studying marketing can use apps like Evernote, Google Calendar or other organizational sites to keep track of their projects and deadlines. There are many calendar-based apps available, so students can compare several options and choose the one that works best for their needs.

Other useful apps for those who are studying marketing are:

• Hootsuite^® for social media management
• HubSpot^® for email marketing, curation of blog posts and report generation
• Canva^® for creating graphics for almost any digital platform

These and similar apps can support students during their studies and continue to provide value after graduation. Marketers may also use these tools in their careers, so learning them early can provide students with an advantage.

There is much overlap between the web-based tools and the apps used for marketing. For search engine optimization, marketing professionals and students typically use SEO-specific tools to provide keyword research, competitor analysis and other digital marketing insights. There are also tools for automating email marketing efforts, and content management systems (CMS) help marketers build and maintain websites.

Many online tools and apps have free trials, allowing students to evaluate them before making a commitment.

The digital and traditional marketing spaces have a variety of publications and forums where networking opportunities may exist, each with its own niche and applicability.

Trends come quickly in marketing, so it’s crucial to stay up to date. One way to do that is by reading articles from trusted publications and experts that cover marketing, especially the trends and specializations of most interest.

Students can begin by exploring a range of publications to identify the outlets most relevant to their interests. Check out well-known publications as well as companies that do marketing well. Sometimes executive leaders and other thought leaders from those organizations contribute to external outlets and social media. Following them may provide helpful insights. 

Online forums are another way for marketing students to find out what’s happening in the field, and they can also provide networking opportunities. One study showed that , so building a network may prove helpful no matter the career.

Discussion boards in the class’s learning management system are another place to start sharing ideas, comparing notes and meeting people. Boards geared toward marketing professionals can provide a wealth of information from people who are active and hands-on in the field. The real-world tips and tricks of the trade can be invaluable to both students and marketing professionals alike.