Marketing & Advertising Industry
About the Marketing Industry
The American Marketing Association (AMA) defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Marketing professionals focus on developing and implementing strategies to attract and retain clientele, enhance brand visibility, and drive revenue for companies or organizations.
Marketing vs Advertising
While sometimes used interchangeably, marketing and advertising are different. Marketing is the overall strategy – encompassing everything from market research and product development to pricing, distribution, and promotion. Advertising is a component of marketing that focuses on promoting products or services to potential customers through paid channels.
A successful marketing strategy typically dedicates resources to advertising across multiple platforms. Advertising focuses on paying to promote a product or service to reach individuals who are the most likely to use it - acquiring customers and driving sales.
For a more in-depth look at the differences, check out this page for the American Marketing Association: Marketing vs. Advertising
Common Career Paths
Marketing is a broad and diverse field with a wide range of career paths. Opportunities exist across industries and job functions—from brand strategy and analytics to content creation and client services. Here are some common focus areas within marketing:
| Description | Example Jobs |
Brand & Product Marketing | Focuses on how a product or brand is positioned and promoted in the market. | Brand Manager, Marketing Coordinator, Product Marketing Coordinator |
Digital & Performance Marketing | Uses digital tools and data-driven strategies to grow audiences and revenue. | SEO Analyst, Digital Marketing Assistant, Paid Media Coordinator |
Creative & Content Marketing | Emphasizes storytelling, design, and campaign content across platforms. | Copywriter, Graphic Designer, Social Media Coordinator, Content Creator |
Marketing Analytics & Insights | Leverages data to inform strategy, optimize campaigns, and understand customers. | Marketing Analyst, CRM/Data Coordinator, Market Research Assistant |
Client Services | Manages client relationships and project timelines within agencies. | Account Coordinator, Project Coordinator, Account Strategist |
Experiential, Events & Partnerships | Connects brands with people through real-world events, sponsorships, and collaborations. | Event Manager, Sponsorship Coordinator, Partnership Coordinator |
Business Development | Focuses on identifying growth opportunities and building new relationships. | Sales Representative, Business Development Associate |
Resume and Portfolio
Especially in Marketing, your resume and portfolio are your first example of your work and demonstration of your skills. It is critical to ensure that your materials are well designed, visually consistent, and error free.
Your resume should be easy to read, follow basic design principles and reflect a clean layout. Avoid using overly decorative elements, graphics, or fonts that distract from your content. For more information on how to create your resume, check out the Career Center’s Resume page, Resumes and Career Correspondence.
In addition to a resume, many roles may request an online portfolio showcasing examples of your work. Portfolios can include class projects, campaign plans, social media content, and work from internships or student organizations. Whenever possible, highlight full campaigns rather than one-off pieces to show your strategic thinking.
Platforms like Canva, Wix, Google Sites, Behance, and WordPress are great options for building your portfolio.
Recruitment Timeline
Recruitment for marketing and advertising internships and full-time roles typically happen in the Spring semester. However, larger companies with more established internship programs may recruit in the Fall semester, so it is best practice to regularly check Handshake and employer career pages regularly to stay informed of early openings.
Since many of the internships are not posted until later in the school year, it is best practice to proactively network with Creighton alumni and other professionals in the field, particularly in your target cities. Professional organizations like the AAF of Nebraska will host networking events and may offer student memberships , providing valuable opportunities to learn about the industry and make meaningful connections.
Meet with a Career Advisor to learn more about the recruitment process, prepare an industry-specific resume and portfolio, and learn how to connect with professionals.
Where to Work
Marketing is a vital business function across nearly every industry. As a result, marketers can be found in a wide range of organizations—from Fortune 500 companies and startups to universities, non-profits, and government agencies. Some marketing roles are highly visible, like those in sports marketing or consumer goods, while others may exist in sectors you don't immediately associate with marketing—like healthcare systems, political campaigns, or tourism.
In-House vs. Agency Work
If you're pursuing a role in advertising or brand marketing, you’ll often hear the terms “in-house” and “agency.” Here's how they differ:
In-House Marketing
You work directly for one organization, managing all aspects of its marketing strategy—such as brand positioning, advertising, content creation, and analytics. You’ll typically become deeply familiar with the company’s voice, audience, and goals.
Agency Marketing
You work for a marketing or advertising agency that serves multiple clients, often across various industries. Roles in agencies are usually fast-paced and highly collaborative, and may involve working on short-term campaigns or full-service strategy. Agency experience can provide exposure to many types of brands and creative challenges early in your career.
Other Industries & Sectors to Explore
Beyond traditional business environments, marketers are in demand in many sectors, including:
Higher Education – Admissions marketing, branding, and student outreach
Non-Profit Organizations – Community engagement, donor campaigns, event promotion
Tourism & Hospitality – Destination marketing, travel campaigns, experience design
Sports & Events Management – Sponsorships, fan engagement, event promotion
Healthcare & Public Health – Patient outreach, health campaigns, service awareness
Political Campaigns & Advocacy – Messaging strategy, social media, voter outreach
Technology Startups – Product marketing, digital strategy, growth marketing
These environments can offer meaningful, mission-driven work and help you develop a wide range of transferable skills.
Forage Internship Simulation Courses
Forage internship simulations help students develop transferable skills for workplace readiness. Each micro-internship is 3-6 hours of industry-specific tasks and culminates in a certificate that can be add to your resume and LinkedIn profile. These are free, self-paced courses that are great for discernment and standing out from the crowd when applying in the industry.
Entry Point Positions
Explore more entry-level positions on Handshake
- Marketing Coordinator/Marketing Specialist
- Content Coordinator
- Digital Marketing Assistant
- Social Media Specialist
- Market Research Assistant
- Brand Assistant
- Promotions Assistant
- SEO Specialist
- Marketing Analyst
- Copywriter
- Content Marketing Assistant
- Email Marketing Coordinator
- Communications Assistant
- Production Assistant
Technical Skills
In addition to soft skills, marketing professionals need to demonstrate proficiency with programs, platforms, and other technical job related systems. These technical skills may include:
- Social media (Instagram, LinkedIn, TikTok, X (Twitter))
- Google Analytics
- Platform-specific insights – TikTok Analytics, Instagram Insights, LinkedIn Campaign Manager
- ChatGPT, Jasper.ai, Copy.ai
- Microsoft Excel
- CRM tools (e.g., HubSpot, Salesforce)
- Content Creation: Canva, Adobe Creative Cloud
O*Net Online Resources
O*Net offers a comprehensive view of occupations across all industries in the United States. It includes important skills for the position, employment and salary information as well as future job growth projection.
