Business Marketing
Bachelor of Science in Business


Career exploration guide

This guide provides tools to help you explore careers related to this specialization. Use this information to start researching this field and the opportunities in it. This research can help you make a transition into positions related to this field. Start by gaining an overview of this program and learning about the field, jobs, and employment settings that are related.

About this Specialization

The undergraduate Marketing specialization provides learners with fundamental business knowledge and emphasizes marketing research; sales, marketing, and channel management processes; brand identity and marketing communications; change management; and business ethics. Learners may choose to focus on the fundamentals of sales and marketing or broaden their study to include a stronger emphasis on marketing strategy, international marketing, customer behavior, services marketing, or public relations. Upon successful completion of this specialization, learners have gained the marketing expertise and the management, interpersonal, and professional thinking skills needed to increase organizational effectiveness.

Skills gained through this specialization:

This specialization was designed to help you gain the following skills related to this field:

  • Execute an effective integrated marketing communications program
  • Strategically plan for domestic and global markets
  • Apply marketing research concepts into organization situations
  • Assess customer pricing in order to provide perceived value
  • Sustain a competitive advantage utilizing technology
  • Perform professionally within the field of marketing
  • Lead the creation of products and services to fulfill customer needs
  • Execute distribution plans to deliver customer products and services

Explore this Field

Professional associations, social networks, and other industry-specific resources can provide a wealth of information about a specific field or industry, including best practices, career overviews, trends, and access to industry professionals. By reviewing website information, attending events, and connecting with people in the field, you can deepen your knowledge about the field. 

Professional Associations

Industry Information

Explore Jobs and Employers

In addition to exploring the field, take some time to research specific jobs and employment settings related to this program. Consider how these jobs and settings fit with your experience, skills, interests, and values. This is a sample list of job titles and employment settings related to this field. To learn more, review job postings and talk with people who have these roles or work in these settings. You can find these professionals through LinkedIn, family, friends, schools, employers, and community groups. Spend time researching your industry and prospective employers to decide whether this type of degree will help advance your career.

Related job titles to explore*

  • Marketing/sales assistant
  • Marketing/sales coordinator
  • Marketing manager
  • Sales manager
  • Marketing specialist
  • Marketing associate
  • Account manager
  • Product marketing manager
  • Marketing analyst
  • Communications specialist
  • Sales representative
  • Digital marketing manager

Employment settings to explore

  • Retail organization
  • Corporation
  • Advertising agency
  • Market research firm
  • Financial service company
  • Bank
  • Technology company
  • Manufacturer
  • Insurance agency
  • Healthcare organization
  • Nonprofit organization
  • Government—local, state and federal

*These are examples intended to serve as a general guide. Some positions may prefer or even require previous experience, licensure, certifications, and/or other designations along with a degree. Because many factors determine what position an individual may attain, Capella cannot guarantee that a graduate will secure any specific job title, a promotion, salary increase, or other career outcome. We encourage you to research requirements for your job target and career goals.

Job Boards

This is a sample of jobs boards with positions related to this field. Use them in your research to identify additional job titles, common hiring requirements, and local employers. 

Further Exploration

There are a lot of factors that influence whether a career is a fit or not. These can include monetary compensation, benefits, work environment, organization culture, work/life balance, etc. As you consider your career, think about what is important to you in your employer, role, and setting. These resources can help you perform this additional exploration.

For a more detailed guide on career exploration, review Capella’s Career Exploration YouTube series that helps you identify what is important to you in your career and how that aligns with the world of work. 


Capella University is accredited by the Higher Learning Commission (, an institutional accreditation agency recognized by the U.S. Department of Education.