Marketing

Marketing is the study of people and their behavior in the marketplace. It includes a wide variety of exciting topics like consumer decision-making, advertising, retailing, new product development, branding, and business-to-business marketing. A marketing major will study with world-renowned marketing researchers and learn from industry marketing leaders in an educational experience based on both theory and practice. Students may choose to focus on any number of marketing topics including e-marketing, professional selling, services marketing, sports marketing, and many others.

The marketing major is launched with courses in buyer behavior and marketing research. Students then select four courses to support their desired career paths in marketing.

Review the program outline or contact the Lindner College of Business Undergraduate Office at 513-556-7030 for more information.

Marketing alums have co-oped or are employed in almost every major corporation in America including P&G, Johnson & Johnson, IBM, Oracle, Xerox, Hormel, Cintas, Macy's, Nielsen, 84.51°, and FC Cincinnati, among others.

A plethora of career opportunities await the typical marketing major from the University of Cincinnati. Because marketing is such a broad discipline, and because UC is tightly connected to marketing leaders in Cincinnati (the world leader in consumer goods and branding), UC marketing majors have multiple career, co-op, and internship possibilities. A typical marketing major might begin as a co-op or intern with an advertising firm and then work to become the accountant executive, for example. Other marketing positions include becoming a brand manager for a packaged goods company, a research assistant for a marketing research firm, a sales specialist in medical devices, a new account acquisition manager for in a B-2-B industry, a district manager in retail, as well as an innovation leader for start-up firms. In addition, a UC marketing degree provides a solid foundation for additional coursework. Marketing graduates have gone on to obtain law degrees, MBAs, and MS in Marketing degrees.

Advertising and digital marketing professionals promote a company or organization’s brand through a variety of integrated communications channels. They use both traditional communication vehicles as well as newer, emerging types of communication to maximize brand awareness, preferences, and profit.

Salaries in the advertising profession can range from $38,000 for an entry-level Account Coordinator at an advertising/branding agency, to well over $100,000 for and agency Account Director or corporate Marketing Director. Digital marketing professionals have the ability to earn salaries in the range of $88,000 to $130,000. Top firms hiring marketing professionals include: Possible, LPK, Sunrise Advertising, Burke, Delta, Ahalogy, Forward Edge and Pep Promotions.

(Source: The Creative Group 2018 Salary Guide.)

Brand management professionals focus on the planning and execution of activities and initiatives that grow brand awareness, preference, and profits. They use consumer insights, marketplace data, and sales forecasts to analyze and evaluate brand performance and interact with all areas of manufacturing, supply chain, and related business functions to ensure brands continually meet the needs of consumers.

Salaries for brand management professionals can range from $65,000 for entry-level professionals to well over $100,000 for seasoned Brand Managers.Top firms hiring brand management professionals include: Luxottica, Procter & Gamble, LPK, KAO Brands, Northlich, Meritor and Interbrand.

(Source: The Creative Group 2018 Salary Guide.)

Research & Development - Develop new product ideas based on consumer needs and test them with customers.

Product Development Manager - Identify target market segments and brainstorm ways of reaching those market segments through advertising or other outreach strategies.

Consumer Products Manager - Identify target consumers, engage them through polling and market data and develop products that speak to them.

Marketing Innovation professionals ensure a company or organization continues to grow through creative thinking, planning, and execution of products, services, and approaches to meet evolving consumer needs. They use consumer insights, sales data, and marketplace knowledge to consider enhancements and additions to product/service lines and strategic business approaches.

Marketing Innovation professionals have the ability to earn salaries in the range of $60,000* to well over $100,000. Top firms hiring marketing innovation professionals include: Cintrifuse, The Brandery and Cincy Tech.

(Source: The Creative Group 2018 Salary Guide.)

Consumer & Marketing Knowledge - Conduct research studies, surveys, interviews, and observations to provide insights into your consumers.

Research Analyst - Assist with the execution of marketing research studies by compiling, analyzing and interpreting marketing research data.

Shopper Marketing - Consumer insights and marketing research professionals provide the information, analysis, and recommendations necessary to help companies succeed in meeting their organizational goals and objectives. They are involved in the planning, execution, analysis, and reporting of a variety of qualitative and quantitative data that are used to support recommended actions to grow an organization.

Salaries in the consumer insights and marketing research profession can range from $48,000 for an entry-level researcher, to almost $100,000 for professionals with three or more years of experience. Top firms hiring consumer insights and market research professionals include: Nielsen, Kroger, 84.51, Ipsos, Norstar International, Corbus and Interbrand.

(Source: The Creative Group 2018 Salary Guide.)

Professional selling involves the use of techniques and processes aimed at growing a business through relationship building and generation of sales. These professionals use their strengths in customer research, presentation, and negotiation to achieve corporate goals for sales and profits.

Sales professionals have the ability to earn salaries in the range of $40,000 for entry-level professionals to well over $100,000 for seasoned professionals.

Top firms hiring Professional Sales professionals include: AXA Advisors, DHL Express, The Habegger Corporation, The Kellogg Company, Legion Logistics, Northwestern Mutual, Prograde, Inc., Reynolds & Reynolds, Total Quality Logistics, Staples, Inc., TEKSystems, Bridge Logistics, Paycor, Anthem, Protective Life, The Kraft Heinz Company and SC Johnson.

Retail Management and Shopper Marketing professionals focus on achieving company success through both traditional retail as well as omnichannel marketing techniques and applications. They utilize consumer insights, marketplace data and technology to ensure consumers have access to products and services.

Retail Management and Shopper Marketing professionals have the ability to earn salaries in the range of $35,000 for entry-level professionals to over $100,000 for experienced professionals.

Top firms hiring retail management and shopper marketing professionals include: Luxottica, The Kroger Co., Procter & Gamble, The Kellogg Company, Fifth Third Bank, L Brands, The Hershey Company, Macy’s, The Kraft Heinz Company, Nestle, Johnson and Johnson, Unilever, Colgate-Palmolive Company, Acosta and Smuckers.

(Source: The Creative Group 2018 Salary Guide.)

• Procter & Gamble
• Enterprise
• Possible
• Ahalogy
• Anthem
• American Modern Insurance
• BHDP Architecture
• Bridge Logistics
• Corbus LLC
• Delta
• Great American
• Greater Cincinnati Water Works
• HORAN
• The Kroger Co.
• Luxottica
• Metitor
• Paycor
• The Hershey Company
• Toyota
• West Chester Protective Gear