Marketing and advertising
A field of study in business, administration and law
Vocational or degree?Both routes3 in 10 train through vocational routes in the EU: 400,000 finished vocational training and 766,000 higher education in this field (2024). Figures for the wider field.Eurostat
Do graduates use it?66% in a matching jobof business and law graduates with a degree in the EU work in a job that matches what they studied. After vocational training: 53%.All business and law fields · Eurostat 2024
Do they find work?87% in workof people who finished higher education in the last 1 to 3 years in the EU (2025). Vocational training: 80%. General upper secondary only: 67%.All fields · Eurostat
What you'd learn
Sales strategiesAdvertising techniquesMarketing principlesSales argumentationMarket analysisMarket researchContent marketing strategyBrand marketing techniquesICT marketSocial media marketing techniquesDigital marketing techniquesMarket pricing+ 13 more
The knowledge areas ESCO files under this field, those most needed by jobs first. Actual programmes vary by school and country.
Where it can lead
50 jobs use what this field teaches.
| Job | Prospects | Pay | Usual study | AI exposure |
|---|---|---|---|---|
| Marketing consultant | Good | Above average | Degree | Significant |
| Employer branding manager | Good | Above average | Degree | Significant |
| Chief marketing officer | Limited | Well above average | Degree | Moderate |
| Digital marketing manager | Limited | Well above average | Degree | Moderate |
| Business developer | Good | Above average | Degree | Significant |
| Network marketer | Good | Above average | Degree | Significant |
| Publications coordinator | Good | Well above average | Degree | Low |
| Brand manager | Good | Above average | Degree | Significant |
| Customer experience manager | Good | Above average | Degree | Significant |
| Advertising specialist | Good | Above average | Degree | Significant |
| Online community manager | Good | Above average | Degree | Moderate |
| ICT account manager | Good | Above average | Degree | Significant |
| Product and services manager | Good | Above average | Degree | Significant |
| Book publisher | Good | Well above average | Degree | Low |
| Fundraising manager | Good | Above average | Degree | Moderate |
| ICT presales engineer | Good | Above average | Degree | Significant |
| Market research analyst | Good | Above average | Degree | Significant |
| Promotion assistant | Good | Above average | Degree | Significant |
| Hospitality revenue manager | Good | Above average | Degree | Significant |
| Bid manager | Limited | Well above average | Degree | Moderate |
| Movie distributor | Good | Well above average | Degree | Low |
| Advertising copywriter | Good | Above average | Degree | Significant |
| Ticket issuing clerk | Average | Below average | Vocational | Some tasks |
| Banking products manager | Limited | Well above average | Degree | Moderate |
| Medical sales representative | Good | Above average | Degree | Significant |
| Research and development manager | Limited | Well above average | Degree | Low |
| Tourism product manager | Limited | Well above average | Degree | Moderate |
| Search engine optimisation expert | Good | Well above average | Degree | High |
| Political campaign officer | Good | Above average | Degree | Moderate |
| Product manager | Limited | Well above average | Degree | Low |
| Advertising sales agent | Average | About average | Post-secondary | Moderate |
| Door to door seller | Average | Below average | Vocational | Moderate |
| Advertising assistant | Limited | Below average | Vocational | High |
| Client relations manager | Good | Above average | Degree | Significant |
| Creative director | Good | Above average | Degree | Significant |
| Election agent | Good | Above average | Degree | Moderate |
| Cashier | Average | Below average | Vocational | Some tasks |
| Activism officer | Good | Above average | Degree | Moderate |
| Commercial director | Limited | Well above average | Degree | Moderate |
| Photographer | Good | About average | Post-secondary | Some tasks |
| Personal shopper | Good | Below average | Vocational | Some tasks |
| Specialised seller | Good | Below average | Vocational | Some tasks |
| Advertising installer | Good | Below average | Basic schooling | Low |
| Chief product officer | Limited | Well above average | Degree | Low |
| Intercultural communication consultant | Good | Above average | Degree | Moderate |
| Broadcasting programme director | Good | About average | Post-secondary | – |
| ICT vendor relationship manager | Good | Well above average | Degree | Moderate |
| Advertising media buyer | Good | Above average | Degree | Significant |
| Communication manager | Limited | Well above average | Degree | Low |
| Public relations officer | Good | Above average | Degree | Moderate |
Jobs that need the knowledge this field teaches (ESCO), closest match first. This is not a record of where graduates actually end up: no EU-wide data says that per field.
Where to study
1,314 institutions in the EU offer business and law bachelor's degrees. Pick a country at the top of the page to see where to study and the official course finders.