Marketing as a career option is both high-pressure and rewarding. For Businesses, finding the right marketing message and persuasion framework for their product is crucial.
To make a mark in marketing, you need a mix of logic and creativity. The marketing message should create an irresistible emotional appeal with the audience. Marketing managers should develop the persuasion framework to sell and present the messages creatively. At the same time, managers should pay close attention to metrics like the audience response rate, engagement and sales.
If you have the skills, you can look forward to a career as a brand manager, marketing consultant or a product development head. Responsibilities include defining a product, redefining a market, creating branding strategies, developing advertisement campaigns, developing market strategies, building & maintaining a distribution network, and managing a sales & marketing team.
Here are the world’s best MBA programs for marketing.
1) Kellogg MBA
The Kellogg School's Marketing Department pioneered advertising and marketing courses in the early 1900s, and is now home to world-renowned faculties and programs that have ensured the #1 rank for MBA in marketing. Of the graduating class in 2011, 19% chose marketing and received a base salary ranging from $40,000-145,000. While Brand/Product Management had the maximum salary of $145,000, Merchandising had the highest median salary of $110,000. Prominent recruiters for marketing functions were Ogilvy & Mather, DIRECTV, CBS, Google, PepsiCo, Apple, Cisco, Gap, American Airlines, Nestle, Adobe, Time and Wal-Mart.
The school’s faculty has consistently produced textbooks that have defined marketing education. Professor Philip Kotler’s Marketing Management - Analysis, Planning, Implementation and Control is the most widely used marketing text book in the world. As of 2012, the faculty has been featured in 40+ publications including books, cases, articles and book chapters.
Kellogg’s two well-known marketing R & D centers are The Center for Market Leadership and The Center for Global Marketing Practice. The Center for Market Leadership helps students understand how organizations create, sustain, define and lead the market. The Center for Global Marketing Practice collaborates between educationists and marketing professionals to master real problems.
The Marketing Department uses experiential learning with corporate involvement to help students master the ability to obtain marketing insights, and then develop the appropriate strategies. It offers two majors: Marketing and Marketing Management.
Marketing major provides students comprehensive knowledge of the fundamentals, tools, and practice of modern marketing, to launch a career in investment banking, management, management consulting and tech firms.
The Marketing Management major equips students with marketing insights and skills to manage marketing campaigns in any industry. A wider range of marketing concepts and tools are covered, and the program goes much deeper into their applications. Career options include advertising, consumer goods, services, technology, and non-profit. Students looking for a global edge can do part of their course at Kellogg’s partner institutions in Israel, Germany, Canada or Hong Kong.
2) Fuqua MBA
Duke University’s Fuqua School of Business offers a variety of subjects that focus on marketing, allowing students to gain a unique double concentration in marketing. The class of 2011 had as many as 20% pursuing a career in marketing. The salary ranged from $50,000 - $160,000, with a median of $97,000. The marketing function’s top salary was $160,000 while brand/product management had a maximum of $120,000. Overall, the median signing bonus was $25,000. Companies that picked up students for their marketing needs include Amazon.com, American Express, Barnes & Noble, Citi, Dell, Delta Airlines, Frito-Lay, Heinz, IBM, Johnson & Johnson, Kraft, Mars, Microsoft, Nestle, P&G PepsiCo, Samsung, Symantec, Unilever, UPS and Wal-Mart.
Fuqua’s faculty is rated as the one of the best in marketing that include Dan Ariely, who is the professor of psychology and behavioral economics. He is the author of three bestselling books – The Upside of Irrationality, Predictably Irrational and The Honest Truth about Dishonesty. In Predictably Irrational, Dan presents findings, anecdotes and scientific experiments to demonstrate how we make decisions.
Among the research facilities in Duke Fuqua, The Behavioral Lab is a globally prominent research center. It has managed research projects of over six thousand participants that include Fuqua MBA graduates, undergraduate and participants in Durham.
The Duke MBA’s Marketing Department helps students master a 3-step process for marketing success: Capture and understand the voice of the customer; Deliver value to customers; and Manage the firm's brand equity. Fuqua offers two Marketing concentrations - Product Management and Market Analysis & Strategy.
Product management is for careers in consumer durables, business-to-business marketing, services technology, pharmaceuticals, and packaged goods while Market Analysis and Strategy gives students career opportunities in consulting, corporate / marketing strategy, sales and management. One concentration requires a selection of six electives – 4 core subjects and two from other disciplines. But for a double marketing concentration, only 10 subjects are required in total.
Read MBA Marketing Rankings - Part 2 (Kelley, Ross and Stanford)
|2011||% Class||Salary Range||Salary Median||Sign on Bonus Range||Sign on Median|
|Marketing||19%||$40,000 - $1,45,000||$3,000 - $4,000||$20,000|
|Brand/Product Management||11%||$40,000 - $1,45,000||$98,000|
|Merchandising/Retail||1%||$1,00,000 - $1,10,000||$1,10,000|
|Other Marketing||5%||$70,000 - $125,000||$1,05,000|
|Marketing||20%||$50,000 - $1,60,000||$97,000||$25,000|
|General Marketing||12%||$50,000 - $1,60,000||$97,000||$25,000|
|Brand/Product Management||7%||$75,000 - $1,20,000||$96,000||$20,000|