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Will careers in marketing and communications still be in high demand and financially stable by the time I graduate, and what skills should I focus on developing now to make myself more competitive?

I took classes in marketing and thought it would be something I'd enjoying doing as a career.

spring26 marketing
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Justina’s Answer

Yes, marketing and comms will still be in demand—but the stable roles are marketing with strategic value, not just execution. Marketing does best when it has a real seat at the table: shaping strategy, influencing decisions, and clearly driving impact. If you like it, that’s a good sign—just focus on skills like strategic thinking, data literacy, and clear communication, plus real‑world experience. Passion helps, but being credible, useful, and connected to business outcomes is what makes a marketing career sustainable.
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Gustavo’s Answer

Hi Gabriel, I will start with a question: What do you think people would have told you (as an answer) six, 12 months ago?
I think there is no way anyone can know, let alone confirm what may happen in the future. But we can all share what we see happening... now.
All I hear, from friends, colleagues of former colleagues goes in the same direction. Things getting tough if not tougher, folks out of jobs, limited chairs for everyone, AI taking over some roles, especially starting roles.
I mean.. if that is the way you want to go, I am sure with talent and determination (not to mention some luck) you may find a role and be able to grow and have a career.
But your question says "high demand" and I personally never knew so many talented people out of jobs like today. And fwiw, I hear and see similar things from friends and family in other countries, too.
Stay strong, learn how to complement your humanity, talents and instincts with AI tools and platforms, and best of luck.
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Wendy’s Answer

As a career-long marketing strategist (25+ years), I find marketing to be a great career since businesses need digital branding, storytelling, content, psychology, and AI. While you need to be technically literate, 90%+ of CEO's say soft skills are as important or more important than hard skills in hiring. Soft skills are innate, like communication, emotional intelligence, creativity, problem-solving, adaptability, and more, while hard skills like finance and accounting can be taught.

You'll do well in marketing if you use or understand psychology, entrepreneurship, branding, communication, strategy, AI, and storytelling. When you choose marketing as a career, there are many career paths you can take, such as sports, fashion, the arts, tech, wellness, law, startups, the media, and other interests you may have. Also, marketing combined with psychology, communications, AI, entrepreneurship, and others mentioned are strong career paths.

Build upon your experience by taking an AI course like "AI for Everyone" on Coursera. Get involved in student activities, campus marketing, freelance roles, blogging, podcasting, and social media. Companies need people who think creatively, understand culture, and know how to create a brand's identity and are strong communicators. As Sam Altman said, "AI won't replace humans. But humans who use AI will replace those who don't." MarketingInternship Marketing AI FutureofWork

Wendy recommends the following next steps:

If you have more questions, please reach out. Good luck!
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