What Does a Marketer Do?

Marketing is a dynamic, fast-evolving profession that blends creativity, strategy, and data-driven decision-making aims to help companies connect with their target audience.

According to the American Marketing Association^® (AMA), marketing involves¹ the actions, organizations, and processes used to create, communicate, deliver, and exchange products or services that provide value to customers, clients, partners, and society as a whole.

The AMA Chicago expands on this by defining a marketer² as “anyone who contributes their skills, knowledge and/or efforts to the activity of creating, communicating, delivering and exchanging offerings of value.”

Some of the common functions of a marketer may include:²

• Conduct, deliver, or make use of marketing research
• Play any role in digital marketing
• Design, implement, or use marketing automation technology
• Generate or analyze marketing analytics and metrics
• Teach marketing in an academic setting
• Work for a marketing agency or a recruitment agency that places people in marketing roles
• Serve as a vendor supporting brands or agencies
• Perform a marketing function for a nonprofit organization
• Belong to a marketing association

This broad scope reflects just how essential marketing is across industries and how many different skills contribute to its success. From digital platforms and social media marketing to traditional marketing and public relations, marketing professionals may help raise awareness, support brand identity, and contribute to business growth.

A Closer Look at What Marketers Do

A marketer’s goal is to connect³ a company’s products or services with its target market so that objectives are defined and tied to real results. They identify market trends, understand consumer behavior, and use data analytics to develop effective marketing strategies. Whether they’re launching advertising campaigns, managing campaigns across social media platforms, or optimizing a website for search engine optimization (SEO), marketers work to increase visibility and customer engagement.

Typical marketing activities include:³

• Conducting market research to identify customer needs and market demand
• Developing marketing plans and marketing materials to promote offerings
• Managing marketing campaigns across digital channels and traditional marketing outlets
• Analyzing campaign performance to measure results and improve marketing strategies
• Overseeing paid advertising, search engine marketing (SEM), and content marketing initiatives
• Building customer loyalty through consistent messaging and engaging experiences

Education and Training for Aspiring Marketers

Aspiring marketers can build a foundation through formal education, such as the Marketing Bachelor’s Degree or Marketing Associate’s Degree programs⁴ at Rasmussen University.

The Rasmussen University Marketing Bachelor’s Degree is designed to be flexible and may be completed⁵ in a shorter time frame, depending on transfer credits and course load. The program features campus support and resources through the Empowered Learning^® model. It’s designed for students interested in developing skills applicable to a variety of roles in today’s digital economy by mastering high-level marketing techniques and innovations.

Completion time is dependent on transfer credits accepted and the number of courses completed each term.

The Rasmussen University Marketing Associate's Degree is designed to be flexible and may be completed⁶ in a shorter time frame, depending on transfer credits and course load.

Completion time is dependent on transfer credits accepted and the number of courses completed each term.

Both programs emphasize hands-on experience, content creation, and data analytics, supported by campus resources and guidance from faculty experienced in digital marketing and marketing management.

Roles and Responsibilities in Marketing

Because marketing is such a diverse field, the marketing job description can vary depending on the role and organization.

Rasmussen’s marketing programs may help students prepare for roles such as:⁴

• Marketing Manager: Oversees the marketing team, develops marketing strategies, and evaluates campaign performance
• Marketing Specialist: Supports and executes marketing strategies and marketing campaigns
• Marketing Research Analyst: Focuses on conducting market research and interpreting demographic data
• Marketing Coordinator: Assists with marketing campaigns, planning, and coordination
• E-commerce Specialist: Supports online marketing and digital sales initiatives
• Sales Manager: Leads sales strategy and coordinates with marketing efforts
• Event/Catering Manager: Oversees events and ensures marketing goals are met
• Product Manager: Guides product marketing and positioning
• Territory Manager: Supports regional marketing and sales initiatives

No matter the title, marketing focuses on understanding the customer journey, building brand loyalty, and developing innovative campaigns that strengthen connections between businesses and their current customers or target audience.

Marketing Strategies and Skills

Modern marketing combines both traditional marketing and digital strategy to reach customers where they are. Professionals use a mix of search engine optimization, social media marketing, video marketing, email marketing, and content marketing to generate leads and increase awareness of what the company offers.

Key skills you can gain through specialized programs at Rasmussen University include:⁵

• Digital Advertising (Digital Marketing : Use innovative and accurate digital advertising to build a brand image that highlights an organization’s unique strengths and value proposition
• Search Engine Optimization (SEO) (Digital Marketing) – Employ SEO marketing strategies and techniques to advance marketing initiatives for engagement and conversion
• Build Marketing Campaigns (Sales Management) – Gain a comprehensive understanding of marketing campaign execution, integrating both traditional and online marketing channels
• Sales-Focused Communications (Sales Management) – Apply key concepts related to interpersonal, value-added customer communication, focusing on relationships, products, presentations, and ethics

Marketers use these skills to develop effective marketing strategies, manage marketing campaigns, and connect with current customers and the target audience in meaningful ways.

The Future of Marketing

As technology and consumer expectations evolve, marketing adapts to stay ahead. Professionals with marketing and data analytics skills are valued across industries, from retail and health care to nonprofit organizations and tech startups.

As many marketing managers look ahead, the focus remains on building brand loyalty, improving customer engagement, and creating meaningful experiences that drive business growth. Whether you’re analyzing market trends, crafting a compelling story, or optimizing for a search engine, marketing is a field where individuals can apply creativity, innovation, and data-driven thinking.

American Marketing Association^® is a registered trademark of American Marketing Association.
Empowered Learning^® is a registered trademark of Rasmussen University.

¹American Marketing Association, "What Is Marketing?" https://www.ama.org/the-definition-of-marketing-what-is-marketing/ (accessed October 6, 2025).
²American Marketing Association Chicago Chapter, "What Is a Marketer?" https://amachicago.org/definition-marketer/ (accessed October 6, 2025).
³American Marketing Association, "13 Critical Marketing Goals to Achieve Your Objectives," https://www.ama.org/marketing-news/13-critical-marketing-goals-to-achieve-your-objectives/ (accessed October 6, 2025).
⁴Rasmussen University, "Marketing Degree Program,"https://www.rasmussen.edu/degrees/business/marketing/ (accessed October 6, 2025).
⁵Rasmussen University, "Bachelor's Degree in Marketing," https://www.rasmussen.edu/degrees/business/marketing/bachelors/ (accessed October 6, 2025).
⁶Rasmussen University, "Associate's Degree in Marketing," https://www.rasmussen.edu/degrees/business/marketing/associates/ (accessed October 6, 2025).