Marketing Career Tracks

  • Career Emphasis Programs Worksheet for Marketing Majors (Semester).  You'll fill this sheet out to declare your career track when you take IBM2000.  Note that graduation requirements include your career track courses, as well as the CBA core courses and General Education requirements (see Marketing Management Curriculum Sheet linked on left).
  • Note that is for Marketing Management majors only.  International Business majors should use this career track form and refer to the International Business Curriculum Sheet linked on the left.

Use these roadmaps to help plan each of your semesters (the list of CBA course pre-requisites will also help):

Digital Marketing

The Digital Marketing Career Track is designed to provide students with a comprehensive examination of tools and strategies utilized across established and emerging digital platforms. Through the study of social media, mobile marketing, display, online analytics, and search engine marketing, students develop a thorough understanding on how companies can leverage the constantly changing digital landscape to communicate with target market and achieve business objectives.


 Careers in promotions and advertising involve variety, compensation based on performance, creativity, travel, satisfaction from seeing one’s personal accomplishments, and much personal contact. The advertising/promotion/media career track helps prepare students for work as copywriters, research directors, media directors, account executives, media sales representatives and advertising managers. Advertising jobs are found in advertising agencies, media organizations, advertising departments in business firms, nonprofit organizations and marketing research firms, and frequently interface with related careers in promotions, public relations, direct marketing and sales.  These jobs encompass activities such as writing advertisements; scheduling, buying, and selling advertising time and space; managing clients’ accounts by advertising agencies; conducting research; hiring commercial talent; managing a company’s advertising program; doing photographic and artistic work for advertisements; publishing and broadcasting advertisements; and producing video, film and print advertisements.


Entertainment Marketing

This career track examines the marketing concept in all venues where consumers spend leisure dollars, notably in such areas as motion pictures, television and radio, music, sports, special events and destinations, travel and tourism. Duly recognized is the fact that the combined consumer expenditures within this exploding industry exceed $1 trillion. The principal focal point of this track acknowledges that this metropolitan area is the entertainment capital of the world and headquarters to the majority of major motion picture companies, record labels, domestic television studios, major theme parks and other related centers. Students are expected to work with actual managers within these venues toward real world projects in the true spirit of the polytechnic tradition as part of their degree requirements, in addition to internship service within one of these industries.

General Marketing

The mission of the General Marketing Career Track (GMCT) is to focus on breadth across many marketing areas rather than depth within any one area. The GMCT will have strong appeal for students who have an interest in multiple careers and want exposure to a wide variety of marketing areas to satisfy their career goals. Students planning to eventually own their business might also want the broad exposure to marketing that the GMCT will offer. Finally, the GMCT may be appropriate for some students who know only that they like marketing and want a marketing career but are unable to choose between the other career tracks. The GMCT is not “take whatever marketing courses you want,” but instead is “take the introductory course from multiple career tracks.”


Marketing Research

Marketing research deals with the systematic generation and analysis of information for use in marketing problem-solving and decision-making, equipping students with tangible skill sets that give them a competitive edge in the job market. This field is characterized by abundance of good-paying jobs, the use of qualitative and quantitative techniques along with the computer, the application of the scientific method to find answers to marketing questions, and a continual search for a better understanding of human behavior in the marketplace. The marketing research career track is for students who plan to work as marketing research analysts, research project managers, research account executives, or field research supervisors. Marketing research functions are performed by marketing research firms, advertising agencies, educational institutions, governmental entities, research departments in business firms, and a variety of non-profit organizations. Our program is the only undergraduate program in the state of California that offers specialized curriculum and Analytics and Marketing Insights Club, a student-led club, backed up by Customer Insights Lab training, to prepare students for careers in market research. As a result, we have a track record of placing our graduates in leading world-class market research firms and marketing research department of the fortune 500 client companies.


Professional Sales

Professional sales/sales management involves the marketing of goods and services to professional buyers (as opposed to the ultimate consumer). The professional sales/sales management career track stresses professional sales management and is characterized by selling, sales force management, servicing customer accounts, and gathering marketing information. Job openings in this field are numerous and are characterized by good starting salaries, advancement based on achievement, the opportunity to work with little direct supervision, and contact with people who are outgoing and individualistic. This career track assists students in developing necessary skills to work as manufacturers’ representatives, selling agents, field sales managers, sales engineers, marketing specialists or field salespersons. These professionals work for manufacturers, producers or wholesalers who direct their selling efforts to professional organizational buyers.


If you started at CPP under the quarter system and need the older career track sheets, they are linked below:

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