Marketing Career

Marketing Career Overview

Goizueta Business School

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Functions of Marketing

Create a presence for a brand or productAdvertise a brand, product or positionResearch who will “buy” a product and whyAnalyze present and future marketing strategyCreate or run events which will add value to a product or

brand



Marketing Industry Breakdown

A dve rtis in g P u b licR e la tio n s

E ve n ts R e s e a rch B ra n d /P ro du ct

M a n a ge m e n t

S a le s

M arketing I ndustry



Why Marketing?

Fast-paced, stimulating, creative work environment

Challenging assignments some with significant creativity

Chance to work as a member of a team

Significant interpersonal communication with client and

co-workers

Opportunity to focus and become an expert on a specific

product or service line

Opportunity to plan and execute an event or campaign

Solid foundation for subsequent corporate appointments



What distinguishes a Job in Industry (Marketing) from I-Banking

or Consulting?

Investment BankingInvestment Banking ConsultingConsulting IndustryIndustry

• Primary on-the-job training Primary on-the-job training Primary on-the-job Primary on-the-job training Primary on-the-job

• Work on many projectsWork on many projects Work on 1-2 assignments Work on 1-2 assignments trainingtraining

simultaneouslysimultaneously simultaneously simultaneously Work on only one Work on only one

• Relatively unstructuredRelatively unstructured Relatively unstructured Relatively unstructured product or projectproduct or project

environmentenvironment environment environment More structured More structured

• More senior level client contact More junior level clientMore senior level client contact More junior level client environmentenvironment

• Less predictable lifestyleLess predictable lifestyle contact contact Contact with mgt. in Contact with mgt. in

• Long hoursLong hours More predictable hours More predictable hours your group onlyyour group only

• Some travelSome travel Extended travel Extended travel Predictable hours Predictable hours

• Higher bonus,Higher bonus, Higher base salary, Higher base salary, Little travel Little travel

• Lower base salaryLower base salary Lower bonus Lower bonus Base salary will vary Base salary will vary

Bonus will varyBonus will vary



Marketing Career Options

Public Relations

Event Planning

AdvertisingAgency

Research

Sales Position

Brand/Product Manager

Sales



Public Relations Firms

Functions of PR Employee

Develop and propose a marketing strategy for clients based

on research

Position clients based on their marketing strategy

Create relationships with the media to get publicity and

write-ups for clients

Write press releases and stories - “Smile and dial” for story

placement

Create events or promotions to support client initiatives

Serve as a “lobbyist” for the client

Work as public information agent for crisis clients



Events

Functions of Event/Promotion/Convention/Meeting

Planners

Create event plans to be presented to the client

Create event budgets

Evaluate and contract for space for the event

Work with contractors for food, decoration, entertainment,

speakers…

Contract with co-sponsors or exhibitors or spokespersons

Oversee event set-up

Remain on-site to manage any unforeseen problems during

the event



Advertising Agencies

Functions of an Advertising Agency

Account Management/Project Management

Media Buying/Planning

Creative Department: Design, Writing Copy

Research

Interactive: Websites etc.



Research

Job Responsibilities of a Marketing Researcher

Track clients’ competitors

Survey various target markets to make recommendations

for product positioning

Develop research tools and document methods

Solicit and maintain a database of research/survey

participants



Brand/Product Management

Functions of Product/Brand Managers

Responsibility for performance and market share of brand or

product

Responsibility for positioning your brand/product within its

target markets

Responsibility for packaging and quality control for the brand

Work with advertising agencies/PR firms to advertise and

promote the brand/product

Analyze data regarding customers, budgets, etc for the

brand/product

Oversee roll-out



Sales

Functions of a Sales Representative

Responsibility for achieving monthly, quarterly, and yearly

sales goals

Responsibility for sales by region or product category

Prospect for new customers

Develop product proposals of future plans for customers

Maintain relationships with current customers and upsell if

possible

Retain customers through superior customer relations

Become an expert regarding the product you sell

Direct career toward gaining a position in sales

management or brand/product management



What makes a good MarketingCandidate?

Skills Intelligence Ability to learn quickly Analytical ability Precision and accuracy in

work Strong interpersonal skills Creativity Quantitative ability Ability to work as a part of a

team Time Management Self-starter

Personality Energetic, hardworking Outgoing, personable Self-motivated, tenacious Reliable Mature, committed Enthusiastic Flexibility



Hiring Process for Marketing

Resumes Review

Screening interviews (either on campus or in their offices)

Call-backs (either on campus or in their offices)

Optional additional site visit

Offers extended

This process for many marketing jobs does not begin until the

spring semester.

Spend your fall researching and contacting companies you

would like to speak with who are not visiting campus in the

fall semester.

Documents

Marketing Career