Business & Information Technology Division

Business: Marketing A.A.S.

Guy Devitt
(315) 866-0300 or toll free 1-888-GO-4-HCCC, ext. 8744

Karen Evans
(315) 866-0300 or toll free 1-888-GO-4-HCCC, ext. 8649

Program Summary

The marketing program helps prepare students for a career in the fast-paced world of marketing. The program emphasizesmarketing principles and existing practices. This career choice provides students with diverse career opportunities. This field is proving to be one of the fastest growing fields of employment opportunities. Graduates are prepared to:

• Perform various market research techniques
• Analyze and assess market information from research data
• Identify and analyze advertising techniques
• Understand the need to develop a marketing plan
• Understand electronic commerce

Program of Study at Herkimer

Click Marketing A.A.S. for the current program of study page.

Skill Requirements

Persons interested in becoming advertising, marketing, promotions, public relations, and sales managers should be mature, creative, highly motivated, resistant to stress, flexible, and decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. These managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms.

Source: U.S. Department of Labor Bureau of Labor Statistics, www.bls.gov, November 2005.

Nature of the Work

"Marketing managers develop the firm’s detailed marketing strategy. With the help of subordinates, including product development managers and market research managers, they determine the demand for products and services offered by the firm and its competitors. In addition, they identify potential markets—for example, business firms, wholesalers, retailers, government, or the general public. Marketing managers develop pricing strategy with an eye towards maximizing the firm’s share of the market and its profits while ensuring that the firm’s customers are satisfied. In collaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and oversee product development. Marketing managers work with advertising and promotion managers to promote the firm’s products and services and to attract potential users."

Source: U.S. Department of Labor Bureau of Labor Statistics, www.bls.gov, November 2005.

Job Outlook

"Advertising, marketing, promotions, public relations, and sales manager jobs are highly coveted and will be sought by other managers or highly experienced professionals, resulting in keen competition. College graduates with related experience, a high level of creativity, and strong communication skills should have the best job opportunities. Employers will particularly seek those who have the computer skills to conduct advertising, marketing, promotions, public relations, and sales activities on the Internet.

Employment of advertising, marketing, promotions, public relations, and sales managers is expected to grow faster than the average for all occupations through 2012, spurred by intense domestic and global competition in products and services offered to consumers. However, projected employment growth varies by industry. For example, employment is projected to grow much faster than average in scientific, professional, and related services such as computer systems design and related services and advertising and related services, as businesses increasingly hire contractors for these services instead of additional full-time staff. On the other hand, little or no change in employment is expected in many manufacturing industries."

Source: U.S. Department of Labor Bureau of Labor Statistics, www.bls.gov, November 2005.