High School

Recommended high school classes include English, speech, marketing, public relations, psychology, sociology, foreign language, business, finance, and computer science (especially web design). Courses in mathematics, science, and social studies should round out your college-preparatory curriculum.

Postsecondary Education

Most marketing specialists have a bachelor's degree in marketing or advertising. However, some have degrees in English, journalism, speech communications, economics, or business administration. The most qualified job candidates have master’s degrees in marketing or a related field and extensive experience in alternative investing (e.g., private equity, venture capital, hedge funds, etc.) or investment banking. The London School of Economics and Political Science offers a master’s degree in private equity.

US News & World Report publishes a list of colleges and universities that offer the best marketing programs in the United States. The top five schools are University of Michigan-Ann Arbor, University of Pennsylvania, New York University, University of California-Berkeley, and University of Texas-Austin. Visit https://www.usnews.com/best-colleges/rankings/business-marketing for more information.

Other Education or Training

The American Marketing Association, Emerging Markets Private Equity Association, Internet Marketing Association, and Insights Association offer webinars, workshops, and other continuing education opportunities. Contact these organizations for more information.

Certification

In conjunction with the Digital Marketing Institute, the American Marketing Association offers the Digital Marketing Pro program, which provides dual certifications from both organizations (PCM Digital Marketing and Certified Digital Marketing Professional) upon completion. Visit https://www.ama.org/digital-marketing-certification to learn more.

The Insights Association offers the certificate in quantitative research principles and the certificate in qualitative research principles. Visit http://www.marketingresearch.org/advance-career/certificates for more information. 

Certification or Licensing

There are no specific private equity certifications, but many general marketing associations provide certification programs. They are a good way to build your general marketing skills and prove to prospective employers that you’ve met the highest standards that have been established by your industry. Examples include Professional Certified Marketer (American Marketing Association) and Professional Researcher Certification (Insights Association).

Entry-level marketing professionals should have marketing experience (preferably in the alternative investment sector), which can be obtained via college internships and co-ops, summer employment, or work in marketing positions at a corporation, nonprofit, or government agency. Marketing managers need at least five years of experience in the private equity, asset management, or financial services industries.

To be a successful marketing specialist, you should:

• have excellent communication and interpersonal skills
• be able to work as a member of a team and across all management levels and departments
• have project management experience
• have knowledge of financial markets and investment concepts
• have strong critical-thinking, organizational, and time management skills
• be creative
• be proficient in the use of Microsoft PowerPoint, Excel, and Word; enterprise collaboration software such as Intralinks and Qumu; and customer relationship management software such as Microsoft Dynamics
• be skilled at using social media and search engine optimization techniques.