Are you a natural communicator? Do you find the intricacies of the marketplace fascinating and wonder what makes a person choose one product over another? Can you see yourself helping spread ideas and innovations to new audiences, while always keeping the greater good in mind? If so, a PLNU degree in marketing could be a good fit for you.

The Fermanian School of Business will teach you how to become a responsible marketer, creating value at the companies where you will work without sacrificing ethics. You will take classes in marketing principles, consumer behavior, social and digital media, and marketing strategy, complemented by personalized internships and innovative business training. You will graduate equipped with the knowledge, skills, and values upon which to build a lifetime of selfless service and continuous learning.

Beyond the classroom, you’ll have opportunities to apply your learning in real-world settings through a variety of student-run organizations and hands-on experiences. Whether you choose to develop leadership skills in clubs like the Marketing Club or the Women in Business Club, network with peers in the Social Entrepreneurship Society, or explore international markets through trips and other international opportunities, you’ll find countless ways to expand your skills, connect with future business leaders, build a global mindset, and gain practical insights that prepare you for a meaningful career.

At PLNU, our marketing program aims to set you up for success with three objectives:

• Preparing you to be a responsible and ethical marketer
• Encouraging valuable ideas and inventiveness with real-world applications
• Gaining exposure to marketing principles, consumer behavior, social and digital media, and marketing strategy

For information about the courses required for the Marketing, B.S. Business Administration program, view the PLNU Catalog. 

Course Information

Major Map

The business world presents opportunities for creative and motivated students who excel in pitching ideas and making them a reality. With a huge demand for individuals trained to help businesses grow their reach and pool of consumers, the versatile set of skills you’ll develop by pursuing a degree in marketing from PLNU will open doors and opportunities that are seemingly endless. 

Job outlook for marketing careers

Jobs related to marketing are relatively abundant as it is an ever-growing field with a large demand. For market research analysts (one of the most common careers PLNU alumni pursue with this degree), employment is projected to grow 18% from 2019 to 2029, much faster than the average for all occupations (U.S. Bureau of Labor Statistics). 

What can you do with a marketing degree?

Many graduates of the PLNU marketing program have gone on to work in industries such as website development, sales, social media, interior design, insurance, and much more. The opportunities with a degree in marketing are limitless because of the high demand for experts to help companies and organizations grow and achieve their goals.

Some of the positions PLNU graduates currently hold:

Market Research Analysts and Marketing Specialists

2024 Median annual salary: $74,410

Marketing research analysts and marketing specialists follow and interpret market conditions to capitalize on and inform clients and organizations of potential sales of a product or service. They’re experts at understanding which products people want, the buyers of those products, and what price those buyers are willing to pay. 

Necessary attributes and skills:

• Robust understanding of market trends and patterns
• Innovation in creating methods for collecting data (surveys, questionnaires, polls, etc.)
• Ability to gather, interpret, and utilizate data
• Strong writing and communications skills in presenting reports and results

Public Relations Specialist

2024 Median annual salary: $67,440

Public relations specialists create and uphold a favorable public image for the organization they represent. These specialists write media releases and craft social media programs to shape a positive public perception of their organization, while also increasing awareness of the organization’s work and goals.

Necessary attributes and skills:

• Strong writer and speaker
• Draft speeches, press releases, and arrange interviews
• Maintain and make quick deadlines
• Interpret social media trends and public interactions
• Aid clients in effectively communicating with the public 

Marketing Managers

2024 Median annual salary: $158,790

Marketing managers create programs to facilitate interest in products or services. They work with art directors, advertising sales agents, and financial staff members to promote growth within their company. Marketing managers estimate and analyze the demand for products and services offered by an organization and its competitors. Additionally, they highlight and utilize markets that show promise for the organization’s products.

Necessary attributes and skills:

• Clear communication and cooperation with department heads or staff
• An understanding of pricing strategies for products or services marketed to the target customers
• Interpersonal skills to meet with clients and provide marketing 
• Knowledge of planning promotional campaigns

Social Media Specialist

2024 Median annual salary: $464,010

A social media specialist’s purpose is to create and publish content on a company’s or organization’s social media platforms, including Facebook, Twitter, and Instagram. Their goal is to grow an audience, foster brand awareness, and ultimately boost sales. With a team, they also manage and maintain site metrics, website design, and interact with viewers. 

Necessary attributes and skills:

• Clear communication and cooperation with department heads or staff
• An understanding of pricing strategies for products or services marketed to the target customers
• Knowledge of planning promotional campaigns
• Strong understanding of the targeted audience for each social channel
• Creativity to produce persuasive content that strikes a chord with the intended audience

Customer Experience Manager

2024 Median annual salary: $72,824

A Customer Experience Manager oversees the full customer journey to ensure satisfaction, loyalty, and a seamless brand experience across all touch points. They work in industries like retail, tech, healthcare, or hospitality—collaborating with teams to improve service strategies, resolve issues, and enhance user engagement

Necessary attributes and skills: 

• Navigates change and customer feedback with a flexible, growth-focused mindset
• Identifies ways to streamline touch points and elevate the customer journey
• Leads cross-functional teams to align on customer experience goals
• Resolves issues quickly and turns challenges into opportunities
• Builds trust through clear, empathetic interactions with customers and teams

Brand Strategist 

2024 Median annual Salary: $158,790

A Brand Strategist develops and guides a company’s brand identity, messaging, and market positioning to connect with target audiences and drive long-term growth. They work with marketing teams, designers, and executives across industries to ensure a cohesive and impactful brand presence across all platforms.

Necessary attributes and skills: 

• Maintains consistency in tone, visuals, and identity across channels
• Evolves brand strategy in response to changing markets and technologies
• Crafts clear, consistent messaging across all touch points
• Shapes compelling brand narratives and visual direction that resonate with audiences
• Uses consumer insights and trends to inform branding decisions
• Aligns brand goals with business objectives through long-term planning

Digital Marketing Strategist 

2024 Median annual salary: 

A Digital Marketing Strategist plans and executes online marketing campaigns that drive brand awareness, engagement, and conversions across digital channels. They work with creative, content, and analytics teams—often in corporate, agency, or freelance settings—to develop data-driven strategies that reach target audiences effectively.

Necessary attributes and skills: 

• Optimizes content and campaigns to improve search visibility and paid performance
• Develops multi-channel marketing plans aligned with business goals
• Crafts compelling, audience-focused content that builds brand authority
• Tracks KPIs and campaign data to inform future strategy
• Stays ahead of digital trends and adjusts strategies accordingly
• Leverages platforms to engage users and amplify digital reach

SEO Analyst 

2024 Median annual salary: $58,288

An SEO Analyst improves a website’s visibility in search engine results by analyzing performance data, optimizing content, and implementing technical SEO strategies. They work with marketing, web development, and content teams—often in agencies, e-commerce, or in-house roles—to drive organic traffic and improve search rankings.

Necessary attributes and skills: 

• Works with writers and editors to ensure SEO best practices are integrated into content
• Enhances content, tags, and meta data to improve search relevance and user experience
• Uses tools like Google Analytics and Search Console to track performance and inform strategy
• Optimizes site structure, page speed, and indexing for better crawlability and performance
• Identifies high-value keywords to guide content and ranking goals

Marketing Director 

2024 Median annual salary: $159,660 

A Marketing Director leads the development and execution of strategic marketing initiatives to grow brand presence, generate revenue, and align with business objectives. They oversee teams, campaigns, budgets, and analytics—often in corporate, agency, or nonprofit settings—to drive innovation and measurable results across all channels.

Necessary attributes and skills: 

• Collaborates across departments and presents strategy to executives
• Manages marketing budgets efficiently to maximize outcomes
• Uses analytics to track ROI, optimize performance, and inform future planning
• Oversees strategies across web, social, email, and paid media
• Shapes a consistent, compelling brand identity across platforms
• Guides and inspires cross-functional teams to deliver high-impact campaigns
• Sets long-term marketing direction aligned with company goals

Utilize your degree to pitch ideas, create engaging campaigns, and make your mark in an organization or company 

The robust set of skills you can develop by pursuing a degree in marketing from PLNU will prepare you to accomplish the vision and goals of the companies and organizations you interact with while still remaining true to your individual skills and ideas. Whether you’re leading a marketing team or taking on a campaign solo, PLNU’s marketing degree will set you up for success.

Take the first step on your journey and apply to PLNU today or get connected with one of our counselors for additional support and to answer any questions you may have.