High School

Helpful high school courses include marketing, business, statistics, mathematics, English, speech, computer science (especially web design), microeconomics, macroeconomics, psychology, and foreign language.

Postsecondary Education

Marketing professionals typically have bachelor’s degrees in marketing or advertising. Others have degrees in journalism, speech communications, English, economics, or business administration. Since marketing specialists frequently use social media, it’s a good idea to take social media marketing classes. A small, but growing, number of colleges and universities offer degrees or specializations in social media marketing, mobile marketing, digital marketing, or social media, including Lewis University (Romeoville, Ill.), DePaul University (Chicago, Ill.), Newberry College (Newberry, S.C.), Pace University (New York, N.Y.), and the University of Florida (Gainesville, Fla.).

U.S. News & World Report publishes a list of colleges and universities that offer the best marketing programs in the United States at https://www.usnews.com/best-colleges/rankings/business-marketing.

Other Education or Training

Many professional associations provide continuing education programs to help their members keep up to date with industry developments and learn new skills. The American Marketing Association, Internet Marketing Association, Insights Association, and National Venture Capital Association offer webinars, workshops, and other professional development opportunities. Contact these organizations to learn more.

Marketing specialists who want to learn more about the financial and deal-making aspects of the venture capital industry can participate in one or more of the following programs that are offered by universities and private organizations:

• Venture Capital Institute: https://www.vcinstitute.org
• University of Michigan Center for Venture Capital and Private Equity Finance: http://zli.umich.edu/about-zell-lurie/center-vcpe

Certification

Undergraduate- and graduate-level marketing and social media marketing certificates are offered by colleges and universities.

Certification or Licensing

Some VC marketing specialists complete certification programs that are offered by professional associations. For example, the American Marketing Association offers the digital marketing certificate, which features content marketing, social media marketing, search engine optimization, and other topics. To be eligible for certification, applicants must have either: 1) a bachelor’s degree and two years of professional marketing experience, or 2) a master’s degree and one year of professional marketing experience. Visit https://www.ama.org/digital-marketing-certification to learn more. 

Certification credentials are also provided by the Internet Marketing Association and Insights Association. 

Marketing partners and managers need at least five years of experience in leadership positions in marketing departments at the portfolio companies of VC firms, at marketing firms, or in the VC departments of corporations. Entry-level marketing professionals must have at least one year of marketing experience at a well-known corporation or in a related alternative investment sector (e.g., private equity, hedge funds).

Marketing specialists must be able to write informative and interesting press releases, social media posts, and other communications. A “gift for gab” and the ability to schmooze will come in handy because marketing specialists are in frequent contact with reporters, bloggers, and current and potential investors. Other important traits include an eye for detail, the ability to multitask, a positive personality, and creativity. Marketing specialists need to be proficient in the use of venture capital terminology and investment strategies and be able to use Microsoft PowerPoint, Excel, and Word; enterprise collaboration software such as Microsoft Dynamics and Oracle PeopleSoft; and customer relationship management software such as Blackbaud The Raisers Edge and QAD Marketing Automation. They should also be skilled at using social media and search engine optimization techniques.