8 reasons why you should study Marketing in 2024

In 2024, marketing remains a pivotal force behind all business success, and it’s also increasingly moving into fast evolving digital spaces like Artificial Intelligence (AI), big data, machine learning, augmented reality, marketing automation and omnichannel. Employers can’t always keep up, and as a result, digital marketing and social media marketing skills are globally in high demand and short supply this year.

One thing is for certain: marketing professionals are sure to have many exciting and diverse career options over the next decade. If you're contemplating your academic and career choices right now, here are eight compelling reasons why studying marketing in 2024 could be a life-changing decision in the best possible way.

1. Newly qualified marketers are in high demand

According to Forbes, the demand for skilled and qualified marketing professionals and especially digital marketers, is set to grow by 6% around the world between 2024 and 2032: almost double the average job growth rate. As companies increasingly shift their focus to new AI driven tech, data collection and targeted marketing, the need for professionals who can navigate social media, e-commerce, mobile marketing and multi-channel digital campaigns has never been greater.

Getting a degree in Marketing in 2024 will equip you with the most up to date, versatile skills and qualifications you need to ensure you’re in demand across various industries. Of course, it’s great to have self-taught social media skills: but marketing is a complex, broad and fast evolving field. Having an undergraduate or postgraduate qualification simply means you’ve got the receipts to show employers you are on top of all aspects of marketing including all the theories.

2. Diverse and exciting career opportunities

One of the big benefits of studying marketing is that it opens doors to a multitude of diverse career paths and a global industry. Marketing itself contains a variety of fields, from social media to print, video and TV, search engine optimisation (SEO), multi-channel and digital marketing as specialisations you could focus on.

Whether you aim to work in fashion, tech, hospitality, travel, non-profits or healthcare, your marketing skills are also transferable to virtually any sector. If you’re passionate about working for a good cause, you could choose a role in the marketing department of an environmental non-profit organisation, charitable organisation or social enterprise. Plus, you get to work all around the world: big companies often hire their top marketing professionals from a global pool. When you choose a globally recognised marketing qualification like a Bachelor of Business (Marketing), your next role could be in New York, London or Paris.

Here’s just a small sample of some of the roles you could step into with a marketing degree:

• Marketing executive
• Global brand manager
• Digital marketing specialist
• Creative director of a marketing team or agency
• Social media manager
• Creative content developer
• Copywriter
• Campaign director
• Head of public relations
• Market researcher
• Destination marketing specialist
• Events coordinator
• Marketing manager
• Product manager

3. Become your own boss

Dream of starting your own business or becoming a freelance digital nomad, working on your own time? A marketing degree provides the foundational skills necessary to launch and sustain a freelance career or your own enterprise. You'll learn business basics such as the business environment, finance and accounting, business communications, how to develop and implement marketing strategies, manage social media accounts, and engage with target audiences: all essential skills for any entrepreneur. You could even start your own marketing agency or public relations (PR) consulting firm, employ your own team of staff and never work for anyone else again.

Here are some of the freelance, entrepreneurial or self-driven roles you can think about creating for yourself with a strong foundation and good qualification in marketing:

• Freelance Designer
• Freelance Copywriter
• Freelance Social Media Marketer
• Freelance Digital Content Creator
• Freelance SEO Specialist
• Marketing Consultant
• Digital Campaign Consultant
• Creative Agency Founder and Director
• Independent PR Consultant
• Founder and Director of a PR Firm
• Social Media Influencer

4. Get an in-demand transferable skill set

When you study marketing, you don’t just learn about how to understand consumers and sell products. Marketing encompasses a broad range of creative and strategic business skills including highly in-demand soft skills, from data analysis to project management, creative thinking and effective communication. Other broad skills you learn when you study marketing include:

• Design
• Collaboration
• Sales and e-commerce
• Critical thinking
• Project management
• Data management and interpretation
• Copywriting
• Events design and management
• Timeline planning and campaign strategy
• Soft skills including leadership, problem solving etc.

This diverse skill set makes you adaptable and prepares you for various roles within and outside the marketing field. If you change your mind later down the track and decide you want to try out a new role, the skills you learn when you study marketing will set you up for a range of other diverse careers to choose from outside of traditional marketing roles, such as:

• Copywriting
• Product management
• Consulting
• Freelance content creation
• User experience design
• Retail, tourism or hospitality management
• Project management
• Event management
• Freelance digital content creation
• Fundraising for charities

5. Work with top global companies

Hard working marketing graduates will often find opportunities to work for large international companies and cutting-edge global agencies. You could work in a marketing role for a tech giant like Google, a luxury chain of hotels or a leading fashion brand. Or, you can work directly for a prestigious, global marketing agency like WPP, Ubiquitous, Omnicom, or Viral Nation, with headquarters in London, New York and a variety of cities across the globe.

These agencies represent the cutting edge of marketing right now, combining creative, innovative, multi-channel digital campaigns, social media and influencer marketing to push the boundaries of the marketing industry. Working for these companies offers a professional an exciting chance to explore your full creative potential, but getting a foot in the door with these companies is highly competitive. If you want to work for the best global marketing agencies or get the top marketing roles in global corporations, you may want to aim for at least a bachelor level marketing degree to even be considered.

6. Practical and hands-on learning experience

If you’re someone who wants to get straight into some hands-on projects and start learning on the job as soon as possible, a degree in marketing could be an ideal option. Marketing education is highly practical, offering hands-on experience with real-world projects developed in partnership with industry. From developing advertising campaigns to conducting market research, consulting marketing projects and product innovations even as early as the first year, you'll be involved in dynamic activities that prepare you for the fast-paced marketing environment.

As part of a typical Bachelor of Business (Marketing) at Torrens University Australia, for example, each year of your course you will complete an industry project or placement, starting with 50 hours of an applied Industry Skills Project in year one. This practical approach ensures you're job-ready upon graduation.

7. A creative, dynamic and rewarding career

The marketing industry is constantly evolving, with new tools, platforms, and strategies emerging regularly. There are hundreds of marketing and advertising awards around the world such as the Cannes Lion which reward particularly creative, humorous, artful and clever campaigns. Studying marketing keeps you on your toes, encouraging continuous learning, creativity, innovativeness and adaptation even after you graduate. Because the marketing industry is at the cutting edge of new technologies and trends, you'll have your finger on the pulse; constantly learning new skills and developing a mindset geared towards innovation and improvement.

8. Future-proof your career

The shift towards digitalisation accelerated by the COVID-19 pandemic has highlighted the importance of digital marketing and social media marketing skills. Companies are increasingly investing in digital transformation, and those with a strong marketing background are well-positioned to lead these initiatives. By studying marketing, you're not just preparing for today's job market, you're making a strategic decision to future-proof your career in an uncertain world.

Studying marketing offers a wealth of opportunities and advantages. When you enrol in a marketing course, you will also gain access to all the industry partners of your institution who offer internships and opportunities to work on real-world projects. For social media junkies, hands-on creatives, critical thinkers and natural problem solvers, marketing can offer an exciting and rewarding career, working for some of the most cutting-edge global companies.