Assignment for you

Behavioral marketing

Behavioral marketing strategies are typically enacted by companies who have access to the technology needed. Companies use automated platforms capture data such as website visits, customer relationship management (CRM) software, and email analytics. What do consumers buy—and why do they buy it? (See also Analytical Marketing)

While your bachelor’s degree will usually be in business or marketing, many schools offer classes in behavioral marketing. Classes and/or specializations in psychology and data analysis will also help students pursue a behavioral marketing track.

Those wishing to obtain a literal degree in behavioral marketing will need to do so at the doctoral level. If you choose to seek this, you must develop your specific research agenda, as it will likely be the subject of your doctoral research and thesis.

No matter your level, a college education will help your career in behavioral marketing. Since excellent communication skills are needed, many schools require marketing majors to take four years of English, as well as courses in writing. In fact, marketing majors will take a wide range of college courses including market research, advertising strategies, and strategic planning, as well as a variety of other courses that will introduce them to different facets of marketing and consumer behavior.

Forward thinking students will also seek out internships within the marketing field in conjunction with their studies, to gain real-world experience and learn from professionals already in the field. These internships will also produce career contacts that can help students land their first job after graduation.

As technology continues to advance, behavioral marketers will need to keep up with those changes, and learn to adapt. A marketing degree gives students the foundation they need to succeed in this fast-paced and ever-changing career field—and will give students a head start as they launch their marketing careers.