The Blubber

Nearly 60% of students with marketing degrees are working high-school level jobs five years after graduation, per Bloomberg.


Generation Z, a demographic known for its adeptness in self-promotion and social media engagement, has shown significant interest in marketing degrees, particularly in creative aspects like brand development and advertising. Handshake, a platform focused on connecting undergraduates with job opportunities, reports a substantial increase in applications for marketing roles, nearly tripling since 2021.

Despite this surge in interest, the job market for marketing graduates has become increasingly competitive, exacerbated by the rise of artificial intelligence (AI) in the field. A recent study by the Burning Glass Institute and Strada Education Foundation found that nearly 60% of marketing students end up working in jobs that require only high school-level skills five years after graduation.

One of the key challenges facing recent marketing graduates is the expectation of prior experience even for entry-level positions. Katie Birkelo, senior vice president of finance and accounting at Randstad, noted that this trend has made it difficult for many marketing graduates to secure employment upon graduation, a stark contrast to the more promising job prospects that were once associated with the field.

The rise of generative AI has further impacted the demand for human marketers, as these systems are increasingly capable of creating designs and advertising content without the need for a dedicated employee. Chris Felkamp, a marketing professional, mentioned that only a small fraction of inquiries he receives are specifically for marketing specialists, indicating a shift in the industry's needs.