There are many paths to a Marketing career
1 : Advertising
Description
Careers in advertising are not limited to writers and artists. Instead, advertising is an important business enterprise that requires a combination of planning, fact-gathering, and creativity and involves all phases of marketing.Although compensation for advertising is generally comparable to that of other business executives, opportunities for rapid advancement in advertising usually are greater than in other fields because of less emphasis on age or length of employment.
Career Opportunities
- Advertising Agency: Media research and creative departments; account work
- Large Corporation: Advertising department; brand/product management
- Media: Magazine, newspaper, radio and television selling
- Management Consulting
- Marketing Research
Entry Level Positions
- Advertising Agency
- Account Coordinator (Traffic Department)
- Assistant Account Executive
- Assistant Media Buyer
- Research Assistant
- Large Corporation
- Assistant or Associate Brand Manager
Requisite Personal Qualities:
- People skills
- Presentation skills
- Self-motivator
- Creative
2 : Brand Management
Description
Under this system of organization, each brand or product within a company is operated as a separate business, with each standing on its own merits among its competition. This brand independence enables the company to market vigorously a number of different products--some competitive with others in the same company.Except for top corporate management, members of the brand group are the only ones in a company who deal with all aspects of the company's business. Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. They are generalists who coordinate the activities of specialists in production, sales, advertising, promotion, R&D, marketing research, purchasing, distribution, package development, and finance.In brand/product management, individuals can expect early responsibility which should enable them to learn quickly and to demonstrate ability by contributing from the very outset to the operation of the brand(s) to which they are assigned.
Career Opportunities
Virtually all consumer goods companies use this system of organization. A number of industrial goods companies also have brand/product management. In consumer goods companies, in particular, brand management is considered the best training ground for top corporate officers.
Entry Level Positions
A typical entry level position in a consumer products company is brand assistant. Ordinarily an individual is hired in at this level and participates in a training program that entails sales training in the field from one to four months and in-house classes and seminars. While these positions have historically gone to MBAs, there are a few companies that do also recruit undergraduates.
Requisite Personal Qualities
Successful brand managers are results oriented and creative; possess strong interpersonal, communication, and analytical skills; and have entrepreneurial leanings.
Academic Preparation
Brand management requires a broad background in marketing's functional core: advertising, research, consumer behavior, and strategy. In addition, analytical skills are extremely important and students are encouraged to prepare by taking accounting and finance courses.
3 : Business-to-Business Marketing
Description
Industrial marketing involves the planning, sale, and service of products used for commercial or business purposes. These products may be simple, familiar products like office supplies or complex products such as computer systems, machine tools and commercial aircraft. Industrial products for purposes of study are usually categorized into supplies, capital equipment, installations, raw materials, and component parts.Some industrial products are purchased on a new or one-time purchase basis, but most are purchased on a modified or straight re-buy basis from one of several acceptable suppliers. This is done to get an assured source of supply at the most favorable prices the competitive process offers.Industrial marketing requires the ability to understand the customers requirements, and to propose the purchase of the product that best fits the customer's needs. In this type of endeavor, the marketing person often acts somewhat like a consultant to the buyers in order to assist them in determining the most suitable products for their needs. The successful industrial marketing person is self-reliant and able to present the product line to the customer in the most favorable light.
Career Opportunities
There are many industrial marketing positions with leading companies available. Only a few of the companies actively looking for good employees recruit on campus. Therefore, students seeking to pursue a career in industrial marketing should be prepared to search out job opportunities on their own, as well as interview on campus. An excellent source of information on available opportunities is the "positions available" section of the Times and Wall Street Journal. An excellent source of company listings is the California Manufacturer's Register, published annually. For a position in another area of the country, similar sources for that area would be used.
Entry Level Positions
The following are the most common entry level positions:
- Sales representative
- Market research administrator
- Product manager
- Pricing administrator
- Product administrator
- Assistant marketing manager
- Sales administrator
- Assistant sales manager
- Sales service administrator
Requisite Personal Qualities
Most industrial marketing activities involve a continuing relationship between supplier and customer. In this circumstance, the selling relationship is not really selling as it is commonly thought of, but one of maintaining and enhancing an on-going business relationship. This means that the industrial marketing person must be able to help serve the needs of a wide variety of industrial and commercial customers on a continuing basis. The requirements for a successful career in industrial marketing are that a person be energetic, self-motivated, and interested in the products and customers who buy the products. Thus, good basic work habits, the ability to acquire product and industry knowledge, and human relations skills are important.
Academic Preparation
Many jobs in industrial and commercial marketing require broad knowledge rather than specific or narrow technical knowledge. Therefore, a broad background of subjects is generally better than concentrating on just one area. A technical degree may be important or even required in high technology areas; however, most industrial marketing positions do not require it. As in the marketing of anything, a good foundation in marketing fundamentals is essential. A course in Industrial Marketing and a course in Marketing Strategy are also very helpful in that they provide the knowledge and background that will shorten the learning time required to become proficient in an industrial marketing position. As in any business career, there is no substitute for good skills in accounting, personal relations and written and oral communications.
4 : Direct Response Marketing
Description
Direct response marketing, from marketer directly to consumer is the fastest growing marketing channel in the United States. Direct response vehicles include direct mail, print and broadcast media, telephone marketing, catalogs , in-home presentations, and door-to-door marketing. Other vehicles include electronic ordering and funds transfer, video text, as well as international opportunities.
Career Opportunities
Direct response marketing career opportunities are found in a broad range of marketing oriented firms, including those offering consumer goods, industrial products, financial institutions, and other types of service establishments. Entrepreneurs seeking to enter business for themselves often find that direct response marketing is a viable entry mode.
Entry Level Positions
Direct response marketing is expanding rapidly. Because it is expected to double in sales volume over the next four years, there are no clear cut entry paths or position titles. Those who aspire to enter the field should make known their interest and background in placement interviewing, and seek counsel from officers and directors of the Direct Marketing Association and the Direct Selling Association.
Requisite Personal Qualities
Personal qualities for success include creativity, drive, and perseverance in combination with quantitative competence.
Academic Preparation
Academic preparation should stress a well-rounded background in business administration--including marketing, management, accounting, finance, and computer competence. Supplemental work in communications, psychology, and computer systems is recommended.
5 : Distribution Management
Description
Distribution management is the analysis, planning, and control of activities concerned with the procurement and distribution of goods. The activities include transportation, warehousing, forecasting, order processing, inventory control, production planning, site selection, and customer service. Logistics management employs the total cost approach to make analyses of the combined costs of various activities to obtain the most satisfactory level of customer service at the lowest total cost. The distribution domain is an extensive and diverse area concerned not only with the physical transportation of products, but also with various purchasing, selling, and channel management functions.
Career Opportunities
Careers in distribution management provide an individual with the potential for rapid advancement within a firm. Distribution managers must, by necessity, interact with managers in all other functions areas of the firm and with outside firms. This broad exposure to business provides many opportunities for career advancement.
Entry Level Positions
Distribution firms are increasingly looking to hire individuals at both the undergraduate and MBA levels. Entry level positions dealing primarily with distribution logistics include: Physical distribution manager, inventory control manager, traffic manager, distribution center manager, distribution planning analyst, and customer service manager. Distribution management positions are also available in the transportation industry in the areas of transportation marketing and operations management.
Requisite Personal Qualities
Distribution management positions typically require the interpersonal leadership skills for effectively dealing with individuals from diverse backgrounds. Also useful are strong analytical and communication skills, and the ability to take a broad systems viewpoint of management.
Academic Preparation
Distribution management requires a broad background in the core functional areas of business, with particular emphasis in distribution-related topics such as logistics, transportation, purchasing, and negotiation.
6 : International Marketing
Description
Special opportunities in international marketing arise because of the wide variety of social, economic, and political conditions confronting international marketing personnel as well as the increased responsibility which decentralized decision making and greater distances from head-quarters generally bring. Planning and managerial positions abroad usually go to people who have had some international marketing experience at headquarters. Starting jobs in international marketing at headquarters vary widely, but for a person with a master's degree, it usually involves research, planning or coordinating activities.
Career Opportunities
While a few U.S. companies such as Colgate-Palmolive, CPC International, Eli Lilly, Gillette, and Nestle hire for international marketing, most select for such assignments experienced personnel who have proven themselves in domestic operations.
Entry Level Positions
Because much international placement is effected within the firm, a domestic sales position with an international firm may be the best first step toward international opportunities.
Requisite Personal Qualities
Fluency in appropriate foreign languages and long-term residence in another trading partner country are useful.
Academic Preparation
A broadly based background in marketing is recommended, with some emphasis on sales management and market research.
7 : Marketing Models and Systems Analysis
Description
Individuals employed in this type of activity will be located at the staff level and will tend to act as consultants to managers faced with difficulty marketing problems. These individuals are well trained in management science, quantitative methods, and systems analysis concepts, which they attempt to apply to various marketing problems. The type of problems encountered will include demand measurement and forecasting, market structure analysis, channels and distribution policies and strategies, field sales force problems, various problems such as advertising effectiveness analysis, as well as those encountered in new product development and test marketing.
Career Opportunities
Career opportunities exist primarily within the larger marketing oriented firms such as Xerox, Pillsbury, Masonite, Eli Lilly, Westinghouse, General Foods, General Mills, and also in public institutions concerned with health, education or transportation. In addition, management consulting firms represent good opportunities for the well-qualified individual. This is a relatively young, but growing career in marketing. Opportunities also exist with marketing research and consulting firms such as Burke and Management Decision Systems. Other opportunities may be found in the marketing science departments of the larger advertising agencies.
Entry Level Positions
Undergraduate: There are few positions available unless an individual has prior work experience.Graduate: Positions may be found for market analyst, market research specialist, and management scientist.
Requisite Personal Qualities / Academic Preparation
These would typically include an advanced degree (MBA), good interpersonal skills, effective verbal and written communication skills, good analytical and problem solving skills, and adequate preparation in statistics, mathematics, and the behavioral sciences.
8 : Marketing Research
Description
Individuals employed in the field of marketing research are involved with providing management with information needed for decision making. Information about consumers, the marketing environment, and the competition are needed to operate effectively in the marketplace today. The marketing researcher may be involved with the decision maker in formulating the problem and identifying the information required by the decision maker for resolving the problem. He/she will generally be involved with designing the research project, including the data collection method(s) to be used and the sample to be taken. Additionally, the market researcher will be concerned with data tabulation, analysis, report preparation, and presentation of findings to management.
Career Opportunities
Career opportunities exist within a variety of institutions, manufacturers, retailers, some wholesalers, trade and industry associations, and governmental and other public agencies.
Entry Level Positions
Marketing research entry level positions are commonly found at the assistant market analyst or assistant product analyst level. Because of their technical nature, many entry level positions are targeted for MBA graduates, although prior experience and training may improve an undergraduate's chances.
Requisite Personal Qualities
Strong analytical, methodological, and communications skills are important.
9 : New Product Planning
Description
One of the major problems facing modern managers is the question of how to plan and implement new products and services. Millions of dollars are spent annually by large and small organizations to launch new products and services. Many of these fail due to poor planning. Persons who specialize in new product planning can find opportunities in the marketing of consumer products, consumer services, hospital and medical services, and public service programs. Persons involved in new product planning develop skills in understanding marketing research, sales forecasting, and promotional planning.
Career Opportunities
Career opportunities exist in the consumer industries, advertising agencies, consulting firms, public agencies, medical agencies, retailing management, and many more. This broad set of industries offers a very promising career potential for the marketing planner.
Entry Level Positions
Formal positions in product planning are becoming plentiful. Historically, such positions carry titles such as "assistant manager/director" of product planning or new product development. Large firms have such positions in staff departments. The MBA, though not a requirement everywhere, does appear to be the level sought for these positions. Undergraduates are usually hired as " new product assistants ."
Requisite Personal Qualities
New product work demands a unique combination of creative and analytical talents. A "product planner" must be able to conceptualize new ideas, research the new ideas, and evaluate them objectively for a market and financial standpoint.Unlike managing an existing business, new product development is ever changing and requires a person with a high degree of tolerance for uncertainty. Since products eventually succeed or fail, the planner has a definite "report card" to let one assess one's own performance. The uncertainty and pressures of new product work are compensated by the fun of giving birth to new entrants to the market.
Academic Preparation
Anyone desiring this career path should take course work in product planning, marketing research, consumer behavior and advertising. Courses in capital budgeting, entrepreneurship, and sales forecasting would likewise be valuable
10 : Retailing Management
Description
Companies involved in retailing afford the master's candidate and early opportunity to use professional knowledge to improve company profits through the maintenance of appropriate assortments of goods and services in locations easily accessible to customers. The marked growth of general merchandisers, such as department sores, discount houses, chain and "warehouse-showroom" stores, has brought about greater emphasis on "professional training" as part of the preparation for a career in retailing.
Career Opportunities
The larger chain and department stores have formal training programs, some of which are among the best in the country. Historically, starting salaries and job assignment in retailing have been at lower levels in terms of initial responsibility and salary. Among the wide variety of routes to top management in retailing are merchandise management and store management. The progression in the former would be from assistant buyer to merchandise division manager, For the latter, it would be assistant department (sales) manager to department manager to store (branch) manager. The buyer is primarily concerned with assortment selection and promotion. The department manager is concerned with sales force management and display.Retailing, especially with the larger firms, offers an opportunity to move in a few years into the management of a branch or part of a store doing as much as $5 million in sales. In effect, new recruits have the opportunity to exercise their ideas with profit and loss responsibility for a significant business unit.
Entry Level Positions
Entry level positions in retailing management include Assistant Buyer positions, and Department Manager positions.
Requisite Personal Qualities
Leadership, communication skills, ability to work in fast-paced environment, knowledge of and interest in retailing, and results-oriented individual.
Academic Preparation
A diverse background often characterizes retailing management positions. Emphasis in retailing is a plus but is not required.
11 : Services Marketing
Description
The economy's service sector now exceeds the manufacturing sector in terms of relative contribution to the GDP. In addition, the service sector is there much of the economy's most vigorous growth is occurring. As a consequence, numerous marketing positions are available in banking and financial service institutions, health care organizations, leisure oriented businesses, and in various other service settings.
Career Opportunities
Service sector career paths in many cases parallel those found in traditional packaged goods brand management. For example, the individual who manages the marketing of a bank's "NOW" account services is a generalist who coordinates the activities of specialists in sales management, advertising, promotion, and market research. These are high visibility opportunities that offer the possibilities of advancement to top level marketing positions.
Entry Level Positions
Entry level positions are increasingly available to those with undergraduate business degrees, as well as those with MBAs. Positions are analogous to those of the traditional packaged goods assistant brand manager. Other positions may be available in sales capacities, or in a large service firm's market research department. The latter would typically be available only to those with advanced degrees.
Requisite Personal Qualities
Individuals seeking service management positions should be strongly motivated, tenacious, and posses a healthy competitiveness. They should also have strong analytical and communications skills. Leadership ability is important because of the need to coordinate the diverse activities of many marketing specialists. Because of the intangible (relative to packaged goods) nature of most service sector products, individuals should feel thoroughly comfortable dealing with product attributes and issues that are harder to observe and classify.
Academic Preparation
Individuals should have a broad background in marketing's functional core: management policy, research, advertising and promotion, quantitative analysis, and consumer behavior. Additional coursework in the behavioral sciences should prove useful.
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