A Career in Marketing – Guide



Empower Your Passion: Launch Your Career in Marketing!

A career in marketing encompasses a variety of roles aimed at promoting products or services, understanding consumer behaviour, and driving sales. Here’s a summary including job roles, salary estimates (for the UK), career projections, and other key information.

A career in marketing is a dynamic and multifaceted journey into the world of promoting products, services, and ideas to target audiences. At its core, marketing involves understanding consumer behaviour, identifying market opportunities, and developing strategies to effectively communicate and engage with customers. From traditional advertising to digital media, from market research to brand management, marketing encompasses a wide range of roles and responsibilities that play a vital role in driving business success.  Marketing professionals are tasked with leveraging various channels to attract and retain customers. Whether it’s crafting an engaging social media campaign, analyzing data to uncover market trends, or launching a new product, marketing professionals must possess a unique blend of creativity, analytical skills, and strategic thinking. 

In today’s fast-paced digital landscape, marketing is constantly evolving, with new technologies, platforms, and consumer trends shaping the way businesses connect with their audiences. From search engine optimization (SEO) to content marketing, from influencer partnerships to immersive experiences, marketers must stay agile and adaptable to stay ahead of the curve. A career in marketing offers a dynamic and rewarding path for individuals who are passionate about understanding consumer needs, driving innovation, and creating impactful experiences. Whether you’re drawn to the creative side of storytelling, the analytical side of data-driven decision-making, or the strategic side of market positioning, there are diverse opportunities in marketing to explore and grow. 

In this guide, we’ll delve deeper into the various aspects of a career in marketing, exploring different roles, educational paths, industry trends, and key skills required for success.

Job Roles and Salaries

* Salaries and Job Responsibilities will vary depending on experience and company size.

Marketing Assistant

Entry-level position supporting marketing campaigns, conducting market research, and assisting with administrative tasks.

Expected Salary:
£20,000 – £25,000 per year
Market Research Analyst

Collecting and analysing data to understand market trends, consumer preferences, and competitors’ strategies. 

Expected Salary:
£20,000 – £40,000 per year
Marketing Co-ordinator

Co-ordinating marketing activities, managing social media channels, and assisting with campaign development.

Expected Salary:
£22,000 – £30,000 per year
Digital Marketing Specialist

Focusing on online marketing channels such as SEO, SEM, social media, email marketing, and content marketing. 

Expected Salary:
£25,000 – £45,000 per year
Marketing Manager

Overseeing marketing campaigns, developing strategies, managing budgets, and leading a team of marketing professionals.

Expected Salary:
£30,000 – £60,000 per year
Product Marketing Manager

Developing strategies to launch and promote products, conducting market analysis, and collaborating with product development teams. 

Expected Salary:
£35,000 – £70,000 per year

Career Projection

Marketing careers often offer opportunities for advancement based on experience, skills, and performance. With experience, individuals can progress to senior or executive-level roles such as Marketing Director or Chief Marketing Officer (CMO).

Specializing in areas like digital marketing, product management, or market research can open up niche career paths. Continuous learning and staying updated with industry trends and technologies are crucial for career growth in marketing. 

To be successful you need to have good skills or build skills in the following areas: 

  • Strong communication, analytical, and creative skills are essential for success in marketing roles. 
  • Adaptability and willingness to learn new tools and techniques are important due to the dynamic nature of the marketing landscape. 
  • Networking and building professional relationships within the industry can help in career advancement and accessing new opportunities. 
  • Certifications such as Google Ads, HubSpot, or Chartered Institute of Marketing (CIM) can enhance credibility and marketability in the field.


There are several educational routes to enter the field of marketing, including university degrees, apprenticeships, and other alternative routes. Here’s an overview of each with their pros and cons: 


Marketing apprenticeships provide individuals with the opportunity to learn on the job while earning a salary.

Apprentices work under the guidance of experienced marketing professionals and gain practical experience in areas such as campaign management, market analysis, social media marketing, and project coordination. Apprenticeships combine on-the-job training with classroom-based learning or online coursework, leading to a nationally recognized certificate.

We currently offer Multi-Channel (Level 3) and Marketing Executive (Level 4).

  • Practical experience: Apprenticeships provide hands-on experience working in a marketing role while earning a salary. 
  • Earn while you learn: Apprentices receive a salary while gaining valuable experience and working towards a qualification. 
  • Industry connections: Apprenticeships often involve working closely with industry professionals, providing networking opportunities. 
  • No student debt: Unlike university degrees, apprenticeships do not typically incur student loans, making them financially attractive. 
  • Limited academic credentials: While apprenticeships offer practical experience, they may not provide the same level of academic credentials as a university degree. 
  • Competitive entry: Apprenticeship opportunities can be competitive, and candidates may need to demonstrate relevant skills or experience to secure a position. 
  • Less flexibility: Apprenticeship programs are structured, and participants may have less flexibility in choosing their projects or areas of specialization. 

A University degree offers a comprehensive education covering various aspects of marketing such as market research, consumer behaviour, advertising, branding, and digital marketing.

  • Comprehensive education: University degrees in marketing provide a broad understanding of marketing principles, strategies, and practices. 
  • Specialization options: Many universities offer specialized marketing degrees such as digital marketing, brand management, or market research. 
  • Networking opportunities: Universities often provide networking opportunities with industry professionals, alumni, and internship placements. 
  • Credibility: A degree from a reputable university can enhance credibility and marketability in the job market. 
  • Cost: University tuition fees can be expensive, and students may accrue significant debt. 
  • Time commitment: Degree programs typically require three to four years of full-time study, delaying entry into a career. 
  • Limited practical experience: While theoretical knowledge is valuable, university programs may lack hands-on experience in real-world marketing scenarios. 
Other Routes

Alternative routes to entering the field of marketing include self-study, online courses, certifications, and networking events.

Individuals can enhance their marketing skills through self-directed learning using online resources, books, and practical projects. Online platforms offer a wide range of courses and certifications in marketing topics such as digital marketing, content marketing, SEO, and social media marketing.

Additionally, attending networking events, workshops, and seminars provides opportunities to learn from industry experts, build professional connections, and stay updated on industry trends. These routes offer flexibility and affordability, allowing individuals to tailor their learning to their specific interests and career goals.

  • Online courses and certifications: Platforms like Coursera, Udemy, or LinkedIn Learning offer affordable and flexible courses in various marketing topics. 
  • Self-study: Individuals can learn marketing skills independently through online resources, books, and practical projects. 
  • Networking events and workshops: Attending industry events, workshops, and seminars can provide valuable insights and networking opportunities. 
  • Lack of formal recognition: While self-study and online courses can provide valuable skills, they may not carry the same level of formal recognition as a university degree or apprenticeship. 
  • Limited structure: Self-study and online courses require self-discipline and motivation, and individuals may struggle without a structured curriculum or mentorship. 
  • Networking challenges: Building professional connections and accessing job opportunities may be more challenging without formal educational credentials or industry connections. 


These resources offer valuable learning opportunities for marketers at all levels and cover a wide range of topics essential for professional growth and development.

Creative Careers Education

As an Independent Training Provider that operates as a social enterprise, we dedicate our profits to supporting emerging creative talent through career fairs, networking events, programmes and other creative community-focused projects.

Creative Careers Toolkit

The purpose of this toolkit is to enable people to plan, organise, deliver and evaluate creative careers education activities and events.

Buffer’s Library of Resources

A variety of free resources including guides, webinars, and templates on social media marketing and content creation.

Moz Academy

Free courses on SEO, local SEO, link building, and keyword research.

LinkedIn Learning

Thousands of courses on marketing, business, and professional skills. A free trial is available.

Google Digital Garage

Free courses on digital marketing, including topics like SEO, social media marketing, and analytics.

Facebook Blueprint

Free online courses and certifications on advertising with Facebook and Instagram.

YouTube Creator Academy

Free courses and resources on YouTube marketing, channel growth, and content creation.

HubSpot Academy

Free courses and certifications on inbound marketing, content marketing, email marketing, and more.

Canva Design School

Tutorials, articles, and design resources to improve graphic design skills for marketers.

Neil Patel’s Blog and Learning Hub

extensive articles, guides, and videos on digital marketing topics such as SEO, content marketing, and social media.

Start your career in Marketing

We have two paths for you to start building the skills, knowledge and experience needed to have a successful career in marketing.