Careers in Marketing

• General Information About Marketing and Marketing Careers
• Advertising
• Brand and Product Management
• E-Marketing
• Industrial Marketing
• International Marketing
• Marketing Research
• New Product Planning
• Marketing Logistics
• Public Relations
• Purchasing
• Retail Management
• Sales and Sales Management
• Selected Listing of Marketing Positions
• Marketing Career Web Sites

General Information About Marketing
and Marketing Careers
Marketing is one of the broadest areas of study in the business fields. It is a dynamic process that touches us from birth to death. We are all familiar with marketing from our personal experiences and observations as consumers in the most advanced consumer-oriented society in the world. Our complex contemporary marketing system of buyers and sellers demands that businesses effectively compete in the marketplace. If they do not, they will not survive.

Today when we speak of marketing we include the activities of for-profits businesses, government, not-for-profit organizations, institutions, and individuals. We market many different things in addition to goodsÑincluding ideas, causes, places, services, performances, groups, and people. Marketing targets our present and potential customers. These may include personal use consumers, like our families, as well as other business and organizations who purchase products for reseale, as inputs to production, or to run their own operations.

Marketers try to identify gaps in the marketplace that represent consumersÕ unfulfilled needs and wants. Then, marketers develop products to satisfy those needs and wants and make those products available when, where, how, and at a price consumers are willing to pay. Marketing activities create value. Value is defined by consumers and is the worth added to products through marketing activities designed to satisfy, and thus build, customer loyalty so they will make many repeat purchases.

Almost a third of all Americans are employed in marketing-related positions. Thus, the number of possible marketing careers is enormous. Because of the knowledge of products and consumers gained in these jobs, marketing provides excellent training for the highest levels in the organization. A recent study by a recruiting firm found that more top executives have come out of marketing than of any other area.

Marketing salaries vary by company and position. Beginning salaries usually rank only slightly below those for engineering and chemistry, but equal or exceed those for economics, finance, accounting, general business, and the liberal arts. If you succeed in an entry-level marketing position, you will quickly be promoted to higher levels of responsibility and salary.

Marketing has become an attractive career for some people who have not traditionally considered this field. One trend is the growing number of women entering marketing. Women have historically been employed in the retailing and advertising areas of marketing. But they now have moved into all types of sales and marketing positions. Women now pursue successful sales careers in pharmaceutical companies, publishing companies, banks, consumer products companies, and in an increasing number of industrial selling jobs. Their ranks are also growing in product and brand manager positions.

Another trend is the growing acceptance of marketing by nonprofit organizations. Colleges, arts organization, libraries, and hospitals are increasingly applying marketing to their programs. They are beginning to hire marketing directors and marketing vice-presidents to manage their varied marketing activities.

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Advertising
Advertising is an important business activity that requires skill in planning, fact gathering, and creativity. Although compensation for starting advertising people tends to be lower than that in other marketing fields, opportunities for advancement are usually greater because of less emphasis on age or length of employment. Typical jobs in advertising agencies include the following positions.

Copywriters help find the concepts behind the written words and visual images of advertisements. They dig for facts, read avidly, and borrow ideas. They talk to customers, suppliers, and anybody who might give them clues about how to attract the target audienceÕs attention and interest.

Art directors constitute the other part of the creative team. They translate copywritersÕ ideas into dramatic visuals called "layouts." Agency artists develop print layouts, package designs television layouts (called "storyboards"), corporate logotypes, trademarks, and symbols. They specify style and size of typography, and arrange all the details of the ad so that it can be reproduced by engravers and printers. A superior art director or copy chief becomes the agencyÕs creative director and oversees all its advertising.

Account executives are liaisons between clients and agencies. They must know a great deal about marketing and its various components. They explain client plans and objectives to agency creative teams and supervise the development of the total advertising plan. Their main task is to keep the client happy with the agency. Because "account work" involves many personal relationships, account executives are usually personable, diplomatic, and sincere.

Media buyers select the best media for clients. Media representatives come to the buyerÕs office armed with statistics to prove that their numbers are better, their costs per thousand are less, and their medium delivers more audience than competitive media. Media buyers have to evaluate these claims. They must also bargain with the broadcast media for best rates and make deals with the print media for good ad positions.

Large ad agencies have active marketing research departments that provide market information needed to develop new ad campaigns and assess current campaigns. People interested in marketing research should consider jobs with ad agencies.

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Brand and Product Management
Brand and product managers plan, direct, and control business and marketing efforts for their products. They are concerned with research and development, packaging, manufacturing, sales and distribution, advertising, promotion, market research, and business analysis and forecasting. In consumer goods companies, the newcomerÐwho usually needs an MBA degreeÐjoins a brand team and learns the ropes by doing numerical analysis and watching senior brand people. This person eventually heads the team and later moves on to manage a larger brand. Many industrial goods companies also have product managers. Product management is one of the best training grounds for future corporate officers.

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E-Marketing
The explosive growth in internet use has resulted in new marketing career opportunities. These careers focus on the development, implementation, and maintenance of online marketing strategies. This field is so new and dynamic that we thought the best way to describe job opportunities would be to give you some examples of job titles and job descriptions. Here are a few:

Online Marketing Manager
Develops and establishes web policies and procedures, strategizes and identifies new web functionality, manages the integration and implementation of these new developments across the organization to optimize the online customer experience and reach the desired goal of improving front-end response, retention, and profitability. Manages the online contact management strategy. Develops and manages the web tracking system and reporting. Ensures that the online customer servicing policies and procedures provide the optimal member experience to maximize retention. (From hotjobs.com, June 20,2000)

Assistant Online Marketing Manager
Implements web policies and procedures, creates and maintains web tracking processes and procedures, and identifies new web functionality. Also manages the integration and implementation of these new developments across the organization to optimize the online customer experience and reach the desired goal of improving front-end response, retention and profitability. (From hotjobs.com, June 20, 2000)

Content Manager
Responsibilities include searching for new and updated website content; researching, monitoring, and reporting on all competitive site content; preparing proposals and presentations to be utilized in negotiating content partnerships and affiliate relationships; and monitoring and reporting on content inventory. (From hotjobs.com, June 20, 2000)

Product Development Manager
Develops e-commerce business product lines with the Web Developer. Provides direction to the web page developers for converting business concepts and ideas into site layout and objectives. Works closely with Sales and Marketing to conform their objectives with the specifications of the intended product. (From hotjobs.com, June 20, 2000)

Other job titles youÕre likely to see (From hotjobs.com, June 20, 2000):

• eMarketing Strategist
• Knowledge Manager
• Database Administrator
• Strategic Alliance Manager
• Director of Website Community
• Content Relationship Manager

Although these are management level positions, they need people to work for them Ñ people who are knowledgeable in marketing and e-commerce.

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Industrial Marketing
People interested in industrial marketing careers can go into sales, service, product design, marketing research, or one of several other positions. They sometimes need a technical background. Most people start in sales and spend time in training and making calls with senior salespeople. If they stay in sales, they may advance to district, regional, and higher sales positions. Or they may go into product management and work closely with customers, suppliers, manufacturing, and sales engineering.

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International Marketing
As U. S. firms increase their international business, they need people who are familiar with foreign languages and cultures and who are willing to travel or relocate in foreign cities. For such assignments, most companies seek experienced people who have proved themselves in domestic operations.

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Marketing Research
Marketing researchers interact with managers to define problems and identify the information needed to resolve them. They design research projects, prepare questionnaires and samples, analyze data, prepare reports, and present their findings and recommendations to management. They must understand statistics, consumer behavior, psychology, and sociology. A masterÕs degree helps. Career opportunities exist with manufacturers, retailers, some wholesalers, trade and industry associations, marketing research firms, advertising agencies, and governmental and private nonprofit agencies.

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New-Product Planning
People interested in new-product planning can find opportunities in many types of organizations, they usually need a good background in marketing, marketing research, and sales forecasting; they need organizational skills to motivate and coordinate others; and they may need a technical background. Usually, these people work first in other marketing positions before joining the new-product department.

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Marketing Logistics (Physical Distribution)
Marketing logistics, or physical distribution, is a large and dynamic field, with many career opportunities. Major transportation carriers, manufacturers, wholesalers, and retailers all employ physical distribution specialists. Coursework in quantitative methods, finance, accounting, and marketing will provide students with the necessary skills for entering the field.

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Public Relations
Most organizations have a public relations person or staff to anticipate public problems, handle complaints, deal with media, and build the corporate image. People interested in public relations should be able to speak and write clearly and persuasively, and they should have a background in journalism, communications, marketing, or the liberal arts. The challenges in this job are highly varied and very people-oriented.

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Purchasing
Purchasing agents are playing a growing role in firmsÕ profitability during periods of rising costs, materials shortages, and increasing product complexity. In retail organizations, working as a "buyer" can be a good route to the top. Purchasing agents in industrial companies play a key role in honing down costs. A technical background is useful in some purchasing positions, along with a knowledge of credit, finance, and physical distribution.

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Retail Management
Retailing provides people with an early opportunity to take on marketing responsibilities. Although retail starting salaries and job assignments have typically been lower than those in manufacturing or advertising, the gap is narrowing. The major routes to top management in retailing are merchandise management and store management. In merchandise management, a person moves from buyer trainee to assistant buyer to buyer to merchandise division manager. In store management, the person moves from management trainee to assistant department (sales) manager to department manager to store (branch) manager. Buyers are primarily concerned with merchandise selection and promotion; department managers are concerned with sales force management and display.

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Sales and Sales Management
Sales and sales management opportunities exist in a wide range of profit and non-profit organizations and in product and service organizations, including financial, insurance, consulting, and government organizations. Individuals must carefully match their backgrounds, interests, technical skills, and academic training with available sales jobs. Career paths lead from salesperson to district, regional, and higher level of sales management and, in many cases, to the top management of a firm.

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Selected Listing of Marketing Positions
Provided below is a selected list of the many positions available for those who are interested in a career in marketing.

• Account manager
• Advertising copywriter
• Advertising layout person
• Advertising manager
• Advertising production manager
• Advertising research director
• Agent (broker)
• Catalog manager
• Commercial artist
• Consumer affairs (customer relations specialist)
• Credit manager
• Customer service representative
• Direct-to-home (or office) salesperson
• Display worker
• Fashion designer
• Franchisees
• Franchisor
• Freight forwarder
• Industrial designer
• Industrial traffic manager
• International marketer
• Life insurance agent (broker)
• ManufacturerÕs representative
• Marketing manager (vice-president)
• Marketing research project supervisor
• Media director (space or time buyer)
• Media planner
• Missionary salesperson
• Order-fulfillment manager
• Packaging specialist
• Political consultant
• Pricing economist
• Product manager (brand manager)
• Property and casualty insurance agent (broker)
• Public relations director
• Purchasing agent
• Real-estate agent (broker)
• Retail buyer
• Retail department manager
• Retail merchandise manager
• Retail salesperson
• Retail store manager
• Sales engineer
• Sales manager
• Sales promotion director
• Salesperson
• Securities salesperson (commodities broker)
• Traffic manager
• Warehouser
• Wholesale salesperson

[The information for this section is excerpted from: (1) Evans and Berman (1993), Careers in Marketing: 1993-1994 Edition, New York: MacMillan, p. 14-16; (2) Carolyn F. Siegel (1996), Marketing Foundations and Applications, Homewood, IL: p. 5, 8-9); (3) Kotler, Philip (1994), Principles of Marketing, 6e, Saddle River, NJ, A6-A8; and, of course, the internet.]

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Marketing Career Web Sites
Click through to the following web sites for more information about marketing careers and salaries.

hotjobs.com Marketing job categories include Advertising/pr, Marketing, New Media/Internet, Retail, and Sales.

infotechmarketing.net A real marketing career information bonanza!

joblinkoc.org You can find entry-level business and marketing position information here.

knowthis.com Career help and marketing job listings. You can find out, among other things, the types of marketing jobs that are available, job descriptions, and salary ranges.

marketingclick.com A free matching service for marketing professionals and employers who offer high-quality jobs. Quick search categories for marketing include: internet; marketing; sales; advertising; and public relations.

marketingjobs.com You can search for jobs nationwide, by city and state. Resume and salary survey information.

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