As organizations continue to look for novel approaches to promote their products and services to specific consumer audiences, adept marketing managers will always be in demand, reports the Bureau of Labor Statistics. Due to a consistent convergence of electronic media, marketing graduates that are keeping pace with influential technology stand a greater chance of landing lucrative positions. In Los Angeles, these professionals earn an average annual salary approaching $100,000, according to current employment data.

(Photo Courtesy of Dr. Rika Houston)

(Photo Courtesy of Dr. Rika Houston)

“Los Angeles has the largest number of women-owned businesses in the nation and fills more digital multimedia positions than the Silicon Valley and New York City combined,” said Dr. Rika Houston, a professor of marketing at California State University, Los Angeles (CSULA). “It’s also home to over two-hundred-thousand small businesses, helping to make this area an ideal location to launch and cultivate a career in marketing.”

Houston said in order for marketers to thrive in this unfolding field, they will need to stay on their toes.

“By the year 2024, changing demographics and technological advancements will no doubt heighten the need for marketers who are knowledgeable and agile enough to practice lifelong learning,” said Houston, who earned her Ph.D. in marketing at the University of California, Irvine. “Such marketers will need to read constantly, write fluently and be able to perpetually re-invent themselves to remain relevant in this constantly evolving marketplace.”

How is CSULA readying our next generation of marketers?

“Our department of marketing believes strongly in dynamic and innovative curriculum that not only prepares our students for rewarding marketing careers, but also encourages them to participate in the local and global marketplace through community engagement.”

What is your department’s primary duty?

“Our mission is to provide students in undergraduate, graduate and certificate programs with the intellectual, ethical and professional marketing skills needed to enter and succeed in their chosen marketing careers.”

What is your advice to prospective marketers?

“I encourage aspiring marketers to meet with marketing educators at Cal State L.A. to discuss incredible career opportunities. Marketing jobs in social media, sustainability marketing and other areas are growing much more rapidly than any other business disciplines.”

Sharon Raiford Bush is an award-winning journalist who covers topics of social interest in greater Los Angeles. Some news articles she has authored have been archived by the Smithsonian Institution in Washington, DC. Sharon also contributes to


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