Marketing and advertising are frequently used interchangeably, which is a huge mistake. Before selecting one for your international studies, you should know the significant differences between these business practices. This article will discuss the most important distinctions, typical subjects covered in classes, and the types of jobs and salaries you can expect after earning a degree in marketing or advertising.
What is the difference between Marketing & Advertising?
Let's immediately set one thing obvious: Marketing and advertising are not only intertwined. Advertising is a subset of marketing. As a result, they are frequently used as synonyms by people. In a nutshell, Marketing is concerned with market research, product or service development, and brand alignment, whereas advertising is concerned solely with promoting a product, service, or brand.
Here are some more distinctions between marketing and advertising:
- Marketing encompasses far more than advertising. It seeks to identify target audiences and customer needs and then applies market insights to determine how a company's products, services, or brand can meet those needs.
- Advertising primarily uses paid channels to promote a company's products, services, or brand.
- Marketing can be classified into several types: digital, social media, relationship, inbound, outbound, etc.
- Similarly, different advertising methods are used: traditional advertising, retail advertising, online advertising, mobile advertising, and so on.
- Advertising, unlike marketing, always entails paying another company to place a message in a specific location (e.g., billboard, store, TV commercial, website, YouTube video, mobile app).
If you want to go for a marketing degree and an advertising degree, check out the following universities:
- Northeastern University, the US
- Coventry University, the UK
- EU Business School, Spain
- Tilburg University, the Netherlands
- Aalto University, Finland
What are the degree Specializations in Marketing vs Advertising
We've already mentioned that Advertising is a component of Marketing, but if you don't want to study for a general marketing degree, there are other specialisations you can pursue. Here are a few examples:
- Marketing Research in Digital Marketing degree
- International or Global Marketing degree
- Marketing Management of a Brand
- Marketing with Content
- Marketing on Social Media
It is also possible to study from the comfort of your own home. So, if you want to study at your own pace, no matter where you are, look into online Master's degrees in marketing or advertising.
Marketing vs Advertising classes
Some of the most common marketing and advertising degree classes are listed below. Nonetheless, the types of subjects will differ from one university or country to the next.
In general, study programmes provide students with a well-rounded education. However, if you are interested in a specific subject, you can always look through the curriculum or look for a more specialised marketing branch.
Topics covered in marketing classes include:
- Contemporary marketing practice
- Marketing Analytics
- Consumers and brands
- Marketing research and planning
- Cross-cultural consumer behaviour
- Marketing innovation for growth
- Global Marketing
Advertising classes include the following:
- Consumer insights
- Digital media strategies
- Legal and ethical aspects in Advertising
- Advertising research
- Creative copywriting for Advertising
- New and alternative media
- Return on Advertising Investment
Best universities for studying Marketing and Advertising:
What is the point of discussing marketing and advertising if we don't mention some of the best universities where you can pursue these degrees? Here's how the top ten looks based on Top Universities' QS ranking:
1. HEC Paris, France
One of the best business schools in Europe, HEC Paris is well known for its marketing and advertising programmes. The school employs a group of distinguished professors with extensive experience in the field of marketing who are dedicated to giving their students a top-notch education.
By giving students opportunities to apply their knowledge through real-world projects and case studies, HEC Paris strongly emphasises practical learning. Students have access to cutting-edge resources and tools, such as the HEC Paris Marketing and Digital Lab, which enables students to practise skills in digital marketing, data analytics, and market research.
2. Imperial College London, UK
Imperial College London is a top-tier university renowned for its top-notch instruction in various subjects, including business and marketing. Students studying marketing and advertising at Imperial College London may anticipate receiving the best education that will equip them for prosperous careers.
Because of Imperial College London's stellar reputation in the business community, major companies across various industries actively seek out its alumni. Students who study marketing and advertising at Imperial College London can anticipate having access to various job prospects, including in-house marketing departments of major firms and marketing and advertising agencies.
3. Columbia University, USA
Ivy League school Columbia University is renowned for its demanding academic requirements and top-notch educational offerings. Students who study marketing and advertising at Columbia University can count on receiving a top-notch education that is well-regarded in the business community.
Columbia University is in New York City and is recognised as the world's centre for the advertising and marketing sectors. This gives students access to various internships, networking opportunities, and practical experiences that can aid in developing their professional careers.
4. Manchester University, UK
Strong ties between Manchester University and the corporate world exist on both a national and international level. Students can access various industry connections and networking possibilities by studying marketing and advertising at Manchester University. These connections and opportunities can help students land internships and job opportunities after graduation.
The marketing and advertising programmes at Manchester University, one of the top universities in the UK, are well respected by businesses in the sector. Students can use this solid reputation by studying marketing and advertising at Manchester University, making them stand out in a crowded job market once they graduate.
5. EMLyon, France
A business school with a strong emphasis on international business and marketing, EMLyon has a global focus. Students can obtain a valuable worldwide perspective on the sector by studying marketing and advertising at EMLyon, which can be very helpful in the current global environment.
With a network of business partners and alumni that are actively involved in the marketing and advertising sectors, EMLyon has strong ties to the business community in France and beyond. Students who study marketing and advertising at EMLyon can make use of these networks by getting access to internships, job openings, and insightful information about current trends and industry best practices.
6. ESCP Europe Business Schools
Campuses of ESCP Europe Business School can be found in several European nations, including France, Italy, Spain, and the UK. This institution fosters a cosmopolitan environment. Students who study marketing and advertising at ESCP Europe Business School gain exposure to many cultures and business techniques, which is advantageous in today's global economy.
With a network of company partners and alumni that are actively involved in the marketing and advertising sectors, ESCP Europe Company School has solid ties to the business community in Europe and beyond. Students studying marketing and advertising at ESCP Europe Business School can use these connections to find internships, employment opportunities, and insightful information about current trends and industry best practices.
7. ESADE, Spain
Spain's leading business school, ESADE, is well known for its competence in the marketing and advertising sectors both within Spain and throughout Europe. Students who study marketing and advertising at ESADE can obtain important insights into Spain and Europe's distinctive business and cultural features, which can be especially pertinent in today's global economy.
With a network of business partners and alumni actively involved in the marketing and advertising sectors, ESADE has solid ties to the business community in Europe and Spain.
8. Warwick University, UK
The highly regarded Warwick University is frequently rated as one of the best universities in the UK. Employers in the business hold its marketing and advertising programs in high respect, which can help graduates stand out in a crowded job market.
The curriculum for Warwick University's marketing and advertising programmes significantly emphasises practical experience and abilities. This entails allowing students to collaborate with business partners on real-world projects and access cutting-edge facilities and tools, such as the Warwick Marketing Lab, which gives students practical experience in market research, data analysis, and other crucial skills.
9. Sheffield Hallam University
Sheffield Hallam University has solid ties to the business world thanks to a network of industry partners and alumni working in the marketing and advertising sectors. By studying marketing and advertising at Sheffield Hallam University, students can benefit from these relationships, getting access to internships, employment opportunities, and important insights into the industry's current trends and best practises.
Sheffield Hallam University offers a choice of marketing and advertising programmes at both undergraduate and postgraduate levels and possibilities for full-time, part-time, and online learning. This flexibility allows students to choose a programme that best meets their specific requirements and ambitions, whether they are trying to establish a career in the industry or develop their existing employment.
10. University of South Wales
The marketing and advertising programmes at the University of South Wales have a strong practical orientation, with a curriculum that emphasises real-world skills and experiences. This offers opportunities for students to work on live projects with industry partners and access to state-of-the-art facilities and tools, such as the Digital Marketing Suite, which provides students with hands-on experience in planning and implementing digital marketing campaigns.
The University of South Wales has strong connections to the business community, with a network of industry partners and alumni actively engaged in marketing and advertising.
Marketing vs Advertising: Developing Skills
While we've established that Marketing and Advertising are not the same, the skills required to succeed in both are very similar.
Our list is not exhaustive; you don't need all these skills immediately. Many will be acquired through internships, training, and real-world experience. To be a successful marketer or advertiser, you'll need the following skills:
Empathy: That's correct. It's not just about convincing people to buy your products or services or like your brand. It's about figuring out what they need, what they can afford, and how you can offer a product that strikes the right balance of price, value, and utility.
Communication: This one is self-evident. Whether you're a marketer or an advertiser, you must communicate clearly and ensure your message and ideas are understood. This includes everything related to brand alignment, public speaking and presentations, etc.
Active Listening: Closely related to empathy, you cannot understand customers' needs without listening. We frequently listen to respond with a response or piece of advice quickly. The key, however, is learning to listen to understand.
Research Skills: Living in the digital age also means being bombarded with information. Proper research, data collection, and easy-to-understand insights are required to identify target audiences and promote services and products.
Openness to learning new ideas: The marketing and advertising world constantly changes. This is true for SEO strategies, market trends, advertisements, etc. You must keep up with the latest methods, tools, and practices to succeed in this game.
Analytical Skills: Understanding customer behaviour entails comprehending and utilising data. Tools like Google Analytics, Tag Manager, Ahrefs, HubSpot, SemRush, and many others will be your best friend (or enemy), so familiarising yourself early on will be beneficial.
Storytelling: It's no secret that people love stories, regardless of the format (video, blog post, flyer, etc.). Customers will follow you if you understand the elements of a good story and how to tell one. "People don't buy what you do; they buy why you do it," said Simon Sinek.
Creativity: Final but not least. You must be creative to develop new messages and ways to promote a brand, service, or product. It will help if you distinguish yourself by introducing something novel. Something that will make people go 'oh, wow!' like that epic Volvo commercial with Jean-Claude Van Damme.
Marketing vs Advertising Jobs
Existing businesses and new organisations will always require individuals to promote them. As a result, marketing and advertising specialists are well-paid and unlikely to be replaced by A.I. or robots.
For example, in the United States, the Bureau of Labor Statistics predicts that job opportunities for advertising, promotions, and marketing managers will grow 8% through 2028.
Marketing Jobs and Salaries
Here is a list of some of the most popular Marketing positions. We've also included the average annual salaries in the United States based on Glassdoor data:
- Marketing Specialist – 54,250 USD
- Brand Manager – 89,800 USD
- Copywriter – 58,450 USD
- Market Research Analyst – 53,700 USD
- SEO Manager – 62,600 USD
- Social Media Coordinator – 46,285 USD
- Marketing Manager – 65,500 USD
Advertising Jobs and Salaries
Here are a few in-demand Advertising jobs based on the same structure and Glassdoor data:
- Advertising Coordinator – 42,900 USD
- Communication Consultant – 77,350 USD
- Media Planner – 51,100 USD
- Campaign Manager – 53,400 USD
- Production Artist – 44,800 USD
- Creative Director – 126,600 USD
- Advertising Manager – 72,250 USD
So there you have it. You are now one of the people who understand how Marketing and Advertising differ and why they are critical to businesses worldwide. This begs the question, which one will you choose for your studies, and why?