Undergraduate

Marketing video

Start Your Story in Marketing

Major in marketing at the University of Nebraska–Lincoln College of Business Administration and start earning your Big Ten business degree today!

“Being a marketing major has given me room to grow, learn and share my experiences in creative and analytical ways.”
- Abby Nicole Allen, ‘14 Marketing Major
Abby Nicole Allen

Career Paths

Jobs will always be available in marketing – it is an integral part in the sale of any product. Marketing encompasses more than just sales or advertising. For that reason, many marketers are hired by a variety of organizations around the world. Here are a few of the career paths in marketing.

Marketing Management

Marketing management is a good choice if you have a general interest in marketing and hope to establish your own business, or if you want to rise through the ranks with the goal of overseeing an organization's marketing and distribution functions.

Who Pursues a Career in Marketing Management?

If you enjoy leading others and making important decisions, then becoming a marketing manager might be right for you!

What Careers are in Marketing Management?

When looking for a person to fill a marketing manager position, businesses seek individuals who are a competent in many areas. They should have knowledge about each aspect of the marketing process as well as possessing key leadership skills to build and unite a marketing team. Along with this balance of qualities a marketing manager must be able to:

  • Developing pricing strategies
  • Identify, develop and evaluate marketing strategy
  • Evaluate the financial aspects of product development
  • Formulate, direct and coordinate marketing activities and policies to promote products and services
  • Direct the hiring, training and performance evaluations of marketing and sales staff
  • Negotiate contracts with vendors and distributors

Marketing Research and Information Systems

All marketers use information sources and research of various kinds to select target markets, estimate sales and determine if an advertising program or new product will make a positive return on investment along with a myriad of other tasks.

Market Research and Information Systems

Some marketers are specialists in market research, which is planning and collecting data to answer crucial questions about the marketplace and consumers.

  • Qualitative Researchers
    Sometimes this involves qualitative information such as focus groups, consumer observation or competitor analysis.
  • Quantitative Researchers
    Examine quantitative information from customer database surveys, experiments and perform analyses.
  • Database Analysts
    Specialize in the use and analysis of marketing databases on customers, for the purpose of managing the relationships with customers.

Who Pursues a Career in Market Research?

If you have an analytical turn of mind and a strong bias towards determining if programs actually have worked – or will work – at attracting or pleasing customers and making money, then becoming a market research specialist or marketing analyst might be a fit for you.

What Careers are in Market Research?

Typical entry-level jobs involve preparing questionnaires or analyzing data. High-level positions are account managers or vice presidents for research, sometimes with profit and loss responsibility, selling research to corporate clients and managing teams of researchers.

Jenifer Skiba leading class

Selling and Sales Management

Careers in sales and sales management are usually the gateway to a variety of marketing and management positions. Salespeople typically demonstrate a strong understanding of how to bring revenues into their own organization, as well as unique means of driving their customer's business through the products and services they sell.

Who Pursues a Career in Selling and Sales Management?

Employers, both local and national, look to hire UNL students for sales positions because of their skill set, self-motivation and understanding of business strategies necessary to succeed in a sales career. Possessing these skills makes sales a great career option.

How can I Prepare for a Career in Selling and Sales Management?

The Center for Sales Excellence offers a certificate program that trains students to build their sales skills. The Sales Certificate Program requires 13 hours of coursework focusing on sales. Local companies partner with the CSE and are interested in hiring our students.

What Careers are in Selling and Sales Management?

A position in selling and sales management involves monitoring customer preferences to determine focus of sales efforts, identifying prospects and selling to them, determining price schedules and discount rates and supervising salespeople.

Graduates who succeed in sales are not only well trained and well compensated, but are also typically exposed to a wide variety of business functions within their own organization and interact with customers across a variety of industries. These deliverables at entry-level positions are among the reasons in which careers in sales provide a gateway to future opportunities and interests.

Retailing

Today over 20% of the jobs in the U.S. economy comes directly from retailers. Retailing runs the spectrum from large retailers to the small business owner.

Who Pursues a Career in Retailing?

Retailing today is a highly sophisticated business with operations and opportunities around the world. Retailing provides opportunities for entrepreneurs to start their own business, with the potential to grow. Retailing similarly offers opportunities in franchises and franchise management which is a rapidly expanding area of business and business ownership in today's business world. If you have an entrepreneurial mind and enjoy providing quality products to consumers, then you might want to consider a retailing career.

What Careers are in Retailing?

Management positions in retailing include store management, buying, operations, financial management, accounting, human resources, advertising, retail design, global product sourcing, supply chain management and logistics.

Promotion

Every day you are exposed to marketing messages – whether you are watching TV, surfing the web, reading a magazine, seeing a store sign or any of the numerous ways that marketers communicate with you about their products and services. Everything an organization does communicates something to the end user.

Who Pursues a Career in Promotion?

Working in marketing communications - whether it is in promotions, public relations, advertising materials for print, online, radio or television that takes a creative individual who can translate ideas into concrete messages that will gain the consumer's attention. This area of marketing requires individuals to possess strong computer and communication skills.

What Careers are in Promotion?

Students specializing in marketing communications can choose from a wide variety of career paths including advertising, public relations, media planning and development. The opportunities are endless for a student who graduates with a marketing major focusing on marketing communications. Promotion will interest you if you want to work in advertising agencies, media or marketing departments of manufacturing or retail firms.

Concentrations

Though not required, students majoring in marketing may choose to pursue an area of concentration. The concentration may be declared as a minor and coursework will count toward the FREE ELECTIVES in the college. Areas of concentration include:

  • Advertising (9 hours)
  • Textiles Merchandising and Fashion Design: Merchandising Track (15 hours)
  • Textiles Merchandising and Fashion Design: Merchandising Track/Design Track (24 hours)

For more information about these areas of study refer to the Undergraduate Bulletin.

Minors

Marketing majors in CBA can also supplement their degree with a minor within the college, which include:

  • Accounting
  • Actuarial Science
  • Economics
  • Finance
  • International Business
  • Management
  • Supply Chain Management

Minors are also available outside the college. Some of the options available outside CBA include:

  • Agricultural Economics
  • Art or Art History
  • Communications Studies
  • Education
  • English
  • History
  • Psychology

For a complete list of outside minors, refer to the Undergraduate Bulletin. Although minors are not required, they are strongly recommended.

AMA Collegiate Chapter

american marketing association As a marketing major, you have the opportunity to get involved and enjoy the activities of the American Marketing Association (AMA) Collegiate Chapter. Meetings may consist of interesting speakers, forums, company visits, social activities, mentorship program with the Lincoln AMA Professional Chapter or conduct market research projects for business firms and non-profit organizations. Members also have the opportunity to participate in case competitions and attend the AMA National Collegiate Conference held every March.

To become a member stop by the Department of Marketing office for an application form. Check out the AMA Facebook page for information and upcoming events.

AMA Contacts:

Resources

We are proud of the quality of the marketing undergraduate program and are dedicated to keeping it one of the best. We place a high priority on teaching undergraduate courses effectively and working with students to become experts in their profession.