Location: Columbia, SC•In-State Tuition: $12,688•Out-of-State Tuition: $34,934•Admission Rate: 61%•Avg SAT: 1297
Median Earnings (1yr)
$52,374
84th percentile
80th percentile in South Carolina
Median Debt
$23,750
2% below national median
D/E Ratio: 0.45 ManageableSample: 377 graduates

Analysis

USC-Columbia's marketing program significantly outperforms both national and state expectations, with first-year graduates earning $52,374—well above the national median of $44,728 and substantially higher than South Carolina's median of $37,066. Among marketing programs in South Carolina, this ranks in the 80th percentile, making it the clear leader among major state universities and competitive with Clemson's strong showing.

The financial picture is compelling: graduates carry reasonable debt loads of $23,750 (slightly below national averages) while earning considerably more than their peers elsewhere. The debt-to-earnings ratio of 0.45 means students can realistically expect to manage their debt burden, and earnings grow a healthy 19% by the fourth year to $62,400. This combination of strong starting salaries and manageable debt creates genuine financial advantage over other in-state options.

For anxious parents weighing USC's marketing program against alternatives, the data tells a straightforward story of solid value. Your child would graduate with earnings potential that exceeds most marketing programs nationally while staying close to home with reasonable tuition costs. The robust sample size of 100+ graduates gives confidence these aren't outlier results—USC consistently delivers strong marketing career outcomes that justify the investment.

Where University of South Carolina-Columbia Stands

Earnings vs. debt across all marketing bachelors's programs nationally

University of South Carolina-ColumbiaOther marketing programs

Dashed lines show national medians. Upper-left = best value.

Earnings Distribution

How University of South Carolina-Columbia graduates compare to all programs nationally

University of South Carolina-Columbia earns $52k — 84th percentile among marketing bachelors programs.

Earnings Over Time

How earnings evolve from 1 year to 4 years after graduation

School1 Year4 YearsGrowth
University of South Carolina-Columbia$52,374$62,400+19%
Clemson University$47,606$62,978+32%
College of Charleston$40,723$56,514+39%
Coastal Carolina University$35,924$53,971+50%
Anderson University$37,066$47,789+29%

Compare to Similar Programs in South Carolina

Marketing bachelors's programs at peer institutions in South Carolina (17 total in state)

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SchoolIn-State TuitionEarnings (1yr)Earnings (4yr)Median DebtDebt/Earnings
University of South Carolina-ColumbiaColumbia$12,688$52,374$62,400$23,7500.45
Clemson UniversityClemson$15,554$47,606$62,978$23,2500.49
Limestone UniversityGaffney$27,500$43,169—$27,0000.63
College of CharlestonCharleston$12,978$40,723$56,514$22,2500.55
Anderson UniversityAnderson$33,580$37,066$47,789$25,2500.68
Coastal Carolina UniversityConway$11,640$35,924$53,971$26,0000.72
National Median—$44,728—$24,2670.54

Career Paths

Occupations commonly associated with marketing graduates

Advertising and Promotions Managers

Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.

$159,660/yrJobs growth:Bachelor's degree

Marketing Managers

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

$159,660/yrJobs growth:Bachelor's degree

Sales Managers

Plan, direct, or coordinate the actual distribution or movement of a product or service to the customer. Coordinate sales distribution by establishing sales territories, quotas, and goals and establish training programs for sales representatives. Analyze sales statistics gathered by staff to determine sales potential and inventory requirements and monitor the preferences of customers.

$138,060/yrJobs growth:Bachelor's degree

Fundraising Managers

Plan, direct, or coordinate activities to solicit and maintain funds for special projects or nonprofit organizations.

$132,870/yrJobs growth:Bachelor's degree

Web and Digital Interface Designers

Design digital user interfaces or websites. Develop and test layouts, interfaces, functionality, and navigation menus to ensure compatibility and usability across browsers or devices. May use web framework applications as well as client-side code and processes. May evaluate web design following web and accessibility standards, and may analyze web use metrics and optimize websites for marketability and search engine ranking. May design and test interfaces that facilitate the human-computer interaction and maximize the usability of digital devices, websites, and software with a focus on aesthetics and design. May create graphics used in websites and manage website content and links.

$95,380/yrJobs growth:Bachelor's degree

Video Game Designers

Design core features of video games. Specify innovative game and role-play mechanics, story lines, and character biographies. Create and maintain design documentation. Guide and collaborate with production staff to produce games as designed.

$95,380/yrJobs growth:Bachelor's degree

Business Teachers, Postsecondary

Teach courses in business administration and management, such as accounting, finance, human resources, labor and industrial relations, marketing, and operations research. Includes both teachers primarily engaged in teaching and those who do a combination of teaching and research.

$83,980/yrJobs growth:

Market Research Analysts and Marketing Specialists

Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.

$76,950/yrJobs growth:Bachelor's degree

Search Marketing Strategists

Employ search marketing tactics to increase visibility and engagement with content, products, or services in Internet-enabled devices or interfaces. Examine search query behaviors on general or specialty search engines or other Internet-based content. Analyze research, data, or technology to understand user intent and measure outcomes for ongoing optimization.

$76,950/yrJobs growth:Bachelor's degree

Fundraisers

Organize activities to raise funds or otherwise solicit and gather monetary donations or other gifts for an organization. May design and produce promotional materials. May also raise awareness of the organization's work, goals, and financial needs.

$66,490/yrJobs growth:Bachelor's degree

Survey Researchers

Plan, develop, or conduct surveys. May analyze and interpret the meaning of survey data, determine survey objectives, or suggest or test question wording. Includes social scientists who primarily design questionnaires or supervise survey teams.

$63,380/yrJobs growth:Master's degree
About This Data

Source: U.S. Department of Education College Scorecard (October 2025 release)

Population: Graduates who received federal financial aid (Title IV grants or loans). At University of South Carolina-Columbia, approximately 19% of students receive Pell grants. Students who did not receive federal aid are not included in these figures.

Earnings: Median earnings from IRS W-2 data for graduates who are employed and not enrolled in further education, measured 1 year after completion. Earnings are pre-tax and include wages, salaries, and self-employment income.

Debt: Median cumulative federal loan debt at graduation. Does not include private loans or Parent PLUS loans borrowed on behalf of students.

Sample Size: Based on 377 graduates with reported earnings and 369 graduates with debt data. Small samples may not be representative.