Online advertising Programs

Though new technologies and strategies emerge, marketers and advertisers will likely always be in demand since they play a critical role in assuring a company's success. They are responsible for spreading the word about a firm's products or services and tapping into new markets as old ones are saturated.

That's why getting the right education is so important for those hoping to break into this field. A good marketing or advertising degree program can not only teach the tried and true methods of promotion but also introduce students to social media marketing, content marketing and other innovative ways of getting a message to a target audience.

Fortunately, students don't have to spend years on campus to earn their marketing or advertising degree. Plenty of institutions now offer online marketing degrees and several also have online advertising degrees. Here's a look at the number and type of institutions with distance education options:

Source: National Center for Education Statistics (2015)

Entry-level marketing and advertising programs

Those who have no experience in marketing or advertising can enter the field through a number of paths. These include undergraduate degrees, certificates or even master's degrees for those who already have a degree in another field. In all cases, entry-level programs will provide a broad overview of marketing and advertising strategies and theories.

• Associate degree: Usually completed within two years, an associate degree in marketing or advertising provides a foundation of knowledge that can help students determine if the field is right for them. In addition, credits from an associate degree typically transfer to a bachelor's degree.

• Bachelor's degree: Most entry-level jobs in the industry require at least a bachelor's degree. For the first two years of this program, students will focus on business fundamentals. Then, in the final two years, they may have the opportunity to concentrate their studies on electives that relate to their expected specialization. Many four-year degrees offer internships or require a capstone project prior to graduation.

• Master's degree: A graduate degree is usually pursued for more advanced positions, but some individuals may use it to gain an entry-level position if their bachelor's degree is in an unrelated field.

• Certificates: Marketing certificates may be found at both the undergraduate and graduate levels. Like a master's degree, a graduate certificate in marketing or advertising can be one way a person with an unrelated degree can qualify for an entry-level position. Meanwhile, undergraduate certificates can serve the same function as an associate degree and offer people a taste of what the field is like.

Both online degrees in marketing and online degrees in advertising are available, and many of these programs allow students to complete their education from the comfort of their home without ever setting foot in a classroom.

Advanced-degree marketing and advertising programs

Advertising and marketing professionals who want to take their career to the next level may want to consider their advanced degree options. These include all the following:

• Master's degree: For those with an undergraduate degree in a business field, a master's degree can be a stepping stone to a managerial or executive position. An MBA in marketing or advertising is considered by some to be premier education for those working in the field.

• Doctoral degree: Beyond a master's degree, students can pursue a doctoral degree. As the highest level of education possible in the field, these programs typically attract those who want to have a career in academia or research.

• Certificate: Some graduate certificates are geared specifically for industry professionals who want to master a certain area of marketing, advertising or public relations.

• Certification: Outside of earning a degree, people can advance their career by earning an industry certification. These programs are administered by trade groups to recognize the expertise of their members. Examples include the Professional Certified Marketer designation from the American Marketing Association and the Certified Advertising Specialist credential from the Promotional Products Association International.

Online degrees can be especially valuable for working professionals who want to earn an advanced degree. In particular, many schools have worked to make online MBA programs available to those who need to juggle their education with their current job.

Q&A with the experts

• Lorrie Thomas Ross is a professor of social media marketing and search engine marketing at the University of California-Berkley Extension and teaches marketing classes online at Lynda.com

• William Cowen is an associate professor in the Department of Communication at Villanova University

What can students expect from a marketing or advertising degree program?

Cowen: Within these disciplines, students should actively seek programs that focus on a solid balance of theory and practice. Research, promotional concept development, as well as professional application including internships and career support should all be components of the students' expectation.

Thomas Ross: It's depends on the type of marketing program; it depends on the institution; and it depends on a student's area of focus. There's traditional marketing which is branding, public relations messaging and then with today's digital world, we have social media marketing, search engine marketing and website developing which can fall under marketing. Every school is going to have a different emphasis.