Demand for business and marketing professionals with expertise in advertising is rapidly expanding. This demand is especially strong in emerging economies as they transition to economies driven by domestic consumer demand. The advertising industry itself has changed greatly over the past two decades with changes in industry structure, media channels, technology, and consumer empowerment. Media rather than creative companies dominate the advertising industry today. These companies require professionals with knowledge of, and skills in, strategic media buying and planning, marketing and advertising program evaluation, and in emerging areas of specialisation such as social media management. The advertising specialisation is for marketing professionals to acquire the strategic perspective needed to be successful in this global industry.

Many graduates enjoy careers in advertising agencies, marketing research and marketing departments. They can effectively interface between the three types of businesses and take on account management and managerial roles in the rapidly changing areas of advertising and marketing.