The marketing profession has undergone a seismic shift in the 21st century. Advancements in analytics, artificial intelligence and other technologies have paved the way for digital-era roles that require a highly innovative skill set.
The online Master of Business Administration (MBA) with a concentration in Marketing program from William Paterson University (WP) intertwines a robust business foundation with closely aligned marketing disciplines. By studying topics like digital marketing and business analytics, students gain the expertise to excel in today’s marketing leadership careers.
The demand for such roles is evident, with advertising, promotions and marketing managers earning an average annual salary of $156,580 as of May 2024, according to the U.S. Bureau of Labor Statistics (BLS). Here, we look closely at three roles graduates may pursue, with average annual compensation figures as of May 2024:
Marketing Manager
Marketing managers are pivotal in shaping an organization’s strategies and driving demand for its products or services. They establish and direct marketing policies, identify target markets, create demand, develop pricing strategies and monitor market trends to maximize profit or market share.
These professionals collaborate cross-functionally, working closely with advertising and promotional teams to coordinate and direct marketing activities. They analyze data to make informed decisions about campaigns and activities, evaluate financial aspects like budgets and return on investment, and assess the effectiveness of marketing efforts.
Marketing managers earn an average annual salary of $119,801. Their duties typically include:
- Developing comprehensive marketing plans and strategies aligned with market analysis, organizational goals and product roadmaps
- Collaborating cross-functionally with advertising, promotions, product management and creative teams to execute integrated marketing activities
- Conducting in-depth data analysis to inform decision-making, evaluate campaign effectiveness and adjust strategies for optimal performance
- Managing financial aspects, including creating budgets, estimating costs, projecting sales and analyzing ROI
A fast-growing role in this category, digital content managers earn an average annual salary of $83,220. These professionals establish online content strategies and distribute content effectively through appropriate channels. Their responsibilities revolve around creating, enhancing and monitoring digital content that enables companies to reach specific audiences and achieve defined objectives.
Market Research Director
These professionals guide organizational market research initiatives. They set program objectives, timelines and budgets while developing research plans aligned with corporate goals. As liaisons, they coordinate with internal teams and external parties throughout the process.
The market research director role has evolved to leverage cutting-edge techniques like big data analytics, AI and advanced modeling. The position navigates increasingly fragmented markets and rapidly shifting consumer behaviors. Directors integrate online and offline data sources, including social media listening, user experience research and real-time intelligence.
Market research directors receive an average annual salary of $197,273. Their responsibilities include:
- Leading the development and implementation of comprehensive market research programs to achieve defined goals
- Formulating robust market research plans and approaches that uphold corporate quality standards and objectives
- Designing and executing quantitative and qualitative research methodologies through techniques like surveys, focus groups, interviews and data mining
- Conducting meticulous analysis of complex data sets using advanced statistical methods
Among the rapidly growing specializations, directors of marketing analytics command an average annual salary of $188,908. They direct the design of innovative, cutting-edge reports and analyses, taking full ownership of projects from scoping to execution. Their work unlocks valuable insights that drive strategic decision-making and marketing effectiveness.
Marketing Communications Director
These leaders coordinate an organization’s brand narrative across many channels. This pivotal role blends strategic planning, brand management and public relations to ensure all communication efforts align with company objectives while resonating deeply with target audiences.
The marketing communications director guides a team of professionals, uniting their efforts toward cohesive and impactful marketing outcomes. They direct the development and execution of comprehensive marketing and communication plans, promoting the company’s products, services and brand identity to diverse audiences. This multifaceted role demands a strategic blend of creative direction, media relations and team leadership.
Marketing communications directors earn an average annual salary of $193,371. Their work usually involves:
- Developing and implementing comprehensive, aligned marketing communications strategies to achieve company objectives
- Leading the creation of marketing collateral across channels like brochures, press releases, website and social media
- Overseeing brand management to ensure consistent messaging and identity across all platforms and materials
- Collaborating cross-functionally with sales, product and customer service teams to maintain cohesive brand messaging
A newer subset, directors of digital communications, earn an average annual salary of $115,332. These professionals oversee the implementation of comprehensive digital communications strategies. They also direct content creation for websites, email marketing campaigns and social media platforms, ensuring a cohesive brand voice and presence online.
Learn 21st-century Marketing Skills in an Online MBA Program
Aspiring 21st-century marketing leaders need a combination of business and digital marketing acumen to execute these roles effectively. WP’s online MBA – Marketing program prepares graduates to excel, with an eye toward implementing advanced practices. The accelerated program enables marketing professionals to develop these leadership skills in as few as 12 months while continuing to work.
Learn more about William Paterson University’s online Master of Business Administration with a concentration in Marketing program.
