General Merchandising and Marketing Operations: Program Overview, Universities, Careers & Salaries
Program Overview
Designed for students seeking a broad foundation in the dynamic world of retail and consumer markets, this program equips learners with essential knowledge and practical skills in managing the full lifecycle of merchandise and marketing strategies. It prepares individuals to thrive in fast-paced environments where product selection, customer engagement, and operational efficiency converge.
- Merchandise Planning and Allocation: Learn how to forecast demand, determine optimal inventory levels, and strategically distribute products across retail channels to maximize sales and minimize overstock.
- Sales Operations and Performance Management: Explore systems and processes that drive sales productivity, including performance tracking, incentive structures, and real-time sales analytics.
- Customer Experience and Engagement Strategies: Develop techniques to enhance shopper satisfaction through personalized interactions, omnichannel support, and data-driven service improvements.
- Marketing Campaign Execution: Gain hands-on understanding of designing, launching, and measuring marketing initiatives that align with brand goals and consumer behavior trends.
- Retail Analytics and Data Interpretation: Master the use of key performance indicators (KPIs), sales reports, and digital dashboards to inform decision-making and optimize business outcomes.
- Supply Chain Coordination in Retail: Understand the flow of goods from supplier to consumer, including logistics, vendor management, and inventory control within a retail context.
General Merchandising and Marketing Operations Graduate Trends (2010-2024)
General Merchandising and Marketing Operations Career Pathways & Salary Outlook
The following table presents salary data for occupations typically aligned with General Merchandising and Marketing Operations degrees, including First-Line Supervisors of Non-Retail Sales Workers, Sales Representatives, Wholesale and Manufacturing, Except Technical and Scientific Products and First-Line Supervisors of Retail Sales Workers. These career paths represent common employment outcomes but are not guaranteed for all graduates. Salary ranges vary by location, employer, experience level, and specific role requirements. Nationally, these occupations employ approximately 2,599,030 professionals.
National Average Salaries
| Occupation | Median Salary | Salary Range | Total Employment | Hourly Rate |
|---|---|---|---|---|
| First-Line Supervisors of Non-Retail Sales Workers 41-1012 | $84,130 | $48,880 - $162,120 | 219,010 | $40.45 |
| Sales Representatives, Wholesale and Manufacturing, Except Technical and Scientific Products 41-4012 | $66,780 | $37,860 - $134,470 | 1,266,860 | $32.11 |
| First-Line Supervisors of Retail Sales Workers 41-1011 | $47,320 | $31,120 - $76,560 | 1,113,160 | $22.75 |
General Merchandising and Marketing Operations Salary Map by State
Geographic location significantly impacts earning potential for these careers. Average salaries range from $53,600 in West Virginia to $84,107 in New York—a 57% difference. The highest-paying states include New York, Massachusetts, and Colorado. Nationwide, these occupations employ over 2,599,030 professionals across all states. Explore the interactive map below to compare regional compensation and identify optimal markets for your career goals.
Average Salary Range:
Top Universities for General Merchandising and Marketing Operations by Graduate Enrollment
Below are the top 19 institutions offering General Merchandising and Marketing Operations programs for the 2023-2024 academic year (the most recent data reported as of 2025), ranked by the number of graduates. The highest graduate enrollment in General Merchandising and Marketing Operations is found at University of Missouri (Mizzou), Columbia (95 graduates), Georgia State University (30 graduates), Sullivan University (28 graduates), Northcentral Technical College (NTC) (14 graduates), and Wade College (9 graduates). Combined, these colleges produced 223 graduates across all degree levels. Program availability varies by award level, including Associate, Bachelor's, Master's, and Doctoral degrees at participating universities and schools.
| College Name | Award Levels | Graduates | Location | Control | Website |
|---|---|---|---|---|---|
| University of Missouri (Mizzou) |
Other Award
|
95 | Columbia, Missouri | Public | missouri.edu |
| Georgia State University |
Bachelor's
|
30 | Atlanta, Georgia | Public | gsu.edu |
| Sullivan University |
Other Award
|
28 | Louisville, Kentucky | Private | sullivan.edu |
| Northcentral Technical College (NTC) |
Other Award
|
14 | Wausau, Wisconsin | Public | ntc.edu |
| Wade College |
Associate's
Bachelor's
|
9 | Dallas, Texas | Private | wadecollege.edu |
| University of Wisconsin |
Other Award
|
9 | Kenosha, Wisconsin | Public | uwp.edu |
| Western Kentucky University (WKU) |
Other Award
|
5 | Bowling Green, Kentucky | Public | wku.edu |
| Lake Region State College (LRSC) |
Certificate (1-2 yrs)
Associate's
|
5 | Devils Lake, North Dakota | Public | lrsc.edu |
| Saint Joseph's University (SJU) |
Bachelor's
|
5 | Philadelphia, Pennsylvania | Private | sju.edu |
| Virginia Union University (VUU) |
Bachelor's
|
5 | Richmond, Virginia | Private | vuu.edu |
| Vincennes University (VU) |
Other Award
|
4 | Vincennes, Indiana | Public | vinu.edu |
| Indiana State University (ISU) |
Other Award
|
3 | Terre Haute, Indiana | Public | indstate.edu |
| Lincoln University |
Bachelor's
|
3 | Jefferson City, Missouri | Public | lincolnu.edu |
| Park University |
Bachelor's
|
2 | Parkville, Missouri | Private | park.edu |
| Inter American University of Puerto Rico (UIPR) |
Associate's
|
2 | Mercedita, Puerto Rico | Private | ponce.inter.edu |
| Bellevue University |
Bachelor's
|
1 | Bellevue, Nebraska | Private | bellevue.edu |
| Johnson & Wales University |
Bachelor's
|
1 | Providence, Rhode Island | Private | jwu.edu |
| Spokane Community College (SCC) |
Associate's
|
1 | Spokane, Washington | Public | scc.spokane.edu |
| University of Wisconsin |
Other Award
|
1 | Whitewater, Wisconsin | Public | uww.edu |
Frequently Asked Questions
Find answers to the most common questions about General Merchandising and Marketing Operations programs
How much can I earn with a General Merchandising and Marketing Operations degree?
Salaries for General Merchandising and Marketing Operations graduates vary by role and location. First-Line Supervisors of Non-Retail Sales Workers earn a median of $84,130 annually, while Sales Representatives, Wholesale and Manufacturing, Except Technical and Scientific Products earn around $66,780. Geographic location significantly impacts earnings—professionals in New York average $84,107 compared to $53,600 in West Virginia. Approximately 2,599,030 professionals work in related occupations nationwide.
Salary data from U.S. Bureau of Labor Statistics OEWS program, May 2024. Earnings vary by experience, employer, and market conditions.
Which universities have the largest General Merchandising and Marketing Operations programs?
Currently 19 accredited institutions offer General Merchandising and Marketing Operations degrees across the U.S. Programs with the highest enrollment include University of Missouri (Mizzou), Columbia (95 graduates), Georgia State University (30 graduates), and Sullivan University (28 graduates).
Program size doesn't necessarily indicate quality—consider factors like faculty expertise, production opportunities, location, and available degree levels when choosing a school.
Data based on IPEDS program completions for 2023-2024 academic year. Numbers reflect programs where students graduated.
Is enrollment in General Merchandising and Marketing Operations growing or declining?
Graduate numbers have decreased over the past decade, rising from 1,024 in 2010 to a peak of 229 in 2020, before declining slightly to 223 in 2023-24. This represents a 78% decrease overall from 2010.
The field remains specialized with consistent demand, though opportunities are most concentrated in major metropolitan areas with active arts scenes like New York, California, and Illinois.
Graduate enrollment data from IPEDS, 2010-2024 academic years. Trends reflect reported completions at participating institutions.
What career paths are available with a General Merchandising and Marketing Operations degree?
This degree prepares you for roles such as First-Line Supervisors of Non-Retail Sales Workers, Sales Representatives, Wholesale and Manufacturing, Except Technical and Scientific Products, and First-Line Supervisors of Retail Sales Workers. Related occupations employ approximately 2,599,030 professionals nationwide.
Skills in project management, creative leadership, and collaboration also transfer to event planning, arts administration, marketing, and corporate training roles. Many professionals work freelance or on a project basis across theatre, film, and live events.
Career pathways mapped using CIP-SOC crosswalk from the National Center for Education Statistics. Employment data from BLS OEWS May 2024.
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