Careers in Marketing
- Advertising and Public Relations
- Market Research
- Non-Profit
- Product Management
- Retailing
- Advertising
- Brand and Product Management
- Customer Affairs
- Industrial Marketing
- International Marketing
- Logistics Management
- Marketing Research
- Marketing Science and Systems Analysis
- New Product Planning
- Physical Distribution
- Promotion Management
- Public Relations
- Purchasing
- Retailing Management
- Sales and Sales Management
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Advertising and Public Relations
Ever want to improve the way ads run on TV? Or the radio, the ’net or on billboards? How about helping manage the rollout of new products and working to improve the perception of those products by the media? If these possibilities interest you, then you could be well suited to a career in advertising or public relations (PR). The core activity is to take a product whether it be Snapple or Caterpillar heavy machinery and construct promotional campaigns that get people excited about the product. On the PR side you will help to manage the perception of the products. Of course, PR is about much more as well. PR firms help companies, non-profits and governments manage everything from speeches and the look of brochures to major crises. Sometimes it’s hard to tell where PR and advertising are different. These days, in fact, many organizations in the business refer to themselves as “strategic marketing communications consultants.” Overstretched or not, there’s no doubt that this field will continue to change, offering tremendous opportunities to someone with an interest in the area.
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Market Research
Market researchers figure out what drives people to buy Cheerios, Chevrolets and Chimichangas. Market researchers are applied consumer behaviouralists, combining quantitative data with their understanding of how markets work to better promote a product. Market researchers use tools such as statistical analysis packages, surveys, focus groups and new product tests to help achieve success for a product. Work as a market researcher is both interesting and potentially lucrative. The field is booming and with ever-improving data from places such as supermarket scanners and the web, there is no doubt that this field has a bright future.
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Non-Profit
Business careers don’t have to involve high-stress management, financial finagling or marketing a product you don’t like. If you’d rather not flog Cheetos; if you’re looking for something that’s a little more meaningful, then the field of non-profit may be just for you. Non-profit organizations along with other non-business functions such as governments account for over 20% of the economic activity in the United States. This is a large sector with opportunities you shouldn’t overlook. One of the most interesting aspects of non-profit careers is the experience you will gain early on. The non-profit career can require the individual to perform all functions found in other marketing careers. The opportunity to make “traditional” marketing decisions at an early age intrigue and draw many individuals to the non-profit field. Non-profit is your chance to make a difference. A real, chance to contribute to society and grow while your at it.
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Product Management
Product managers are responsible for the marketing and development of products such as sports cars, insurance policies, and sporting goods. Product managers are both strategic and tactical. Strategic because they’re responsible for positioning a product, assessing the competition and thinking about the future. Tactical because they are in the field developing appropriate promotional campaigns, talking to reps about what customers want and think and doing the day-to-day sales tracking that’s required for any major product category. Product management professionals are excited about their ability to manage and strengthen brands. They are at the vortex of company life because their decisions directly affect the success of a business.
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Retailing
Retail is one of the fastest growing, most dynamic parts of the world economy. Careers in retail are people-oriented, fast-paced and exciting. Retailing is worth taking a good look at, particularly if you are looking for a service-oriented, entrepreneurial profession. The options are many including store management, buying, merchandising and central management. There’s also the booming area of e-tailing (online retail). If you have an interest in technology, marketing and retail, this may be the area for you.
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Advertising
Jobs include writing advertising copy, buying space and time in advertising media, and scheduling and supervising the actual production of ads. The account executive is the key link between the ad agency and the client firm. Students may prepare themselves for positions in the advertising or promotion departments of manufacturers, retail stores, service firms, or specialized departments of advertising agencies. Opportunities also may be available with newspapers, radio or television stations, and other advertising media.
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Brand and Product Management
Managers in this area plan, direct, and control business and marketing effort 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 newcomer joins a brand team and learns the ropes by doing numerical analyses and watching the senior brand people. This person, if competent, eventually heads the team and is later assigned a larger brand to manage. Several industrial-goods companies also have product managers. Product management is considered one of the best training grounds for future corporate officers.
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Customer Affairs
Some large consumer-goods companies have established the position of customer affairs representative to act as a liaison between the customer and the firm. The representatives handle complaints, suggestions, and problems concerning the company’s products, determine what action is required, and coordinate the activities required to solve the problem. The position requires a person who is empathetic, diplomatic, and capable of working with a wide range of people both inside and outside the firm.
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Industrial Marketing
People interested in industrial marketing careers can go into sales, service, product design, marketing research, and so on. They usually 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 seek qualified persons who have some foreign language fluency and are willing to travel to and/or relocate in foreign cities. For such assignments, most companies select experienced personnel who have proven themselves in domestic operations.
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Logistics Management
Finding the best way to distribute your product to customers is the job of the logistics person. Career paths lead to management of distribution systems for manufacturers, distributors, and retailers, as well as the marketing and management of distribution services, such as transportation companies and distribution centers.
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Marketing Research
Marketing researchers get involved with the managers in defining problems and identifying the information needed to resolve the problem. They will design the research project, including questionnaires and samples, and will handle data tabulation, analysis, report preparation, and presentation of findings with recommendations to management. An understanding of statistics, psychology, and sociology is desirable. Career opportunities exist with manufacturers, retailers, some wholesalers, trade and industry associations, marketing research firms, advertising agencies, and governmental and private nonprofit agencies. You don’t have to be a statistician, but you should be comfortable working with numbers and be able to communicate complicated findings in simple, clear English.
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Marketing Science and Systems Analysis
Individuals who have been trained in management science, quantitative methods, and systems analysis will tend to act as consultants to managers facing difficult marketing problems such as demand measurement and forecasting, market structure analysis, and new-product evaluation. Career opportunities exist primarily within larger marketing-oriented firms, management consulting firms, and public institutions concerned with health, education, or transportation. An MBA or an MS is usually required.
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New Product Planning
Persons interested in new product planning can find opportunities in a large variety 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 the person works first in some other marketing positions before joining the new product department.
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Physical Distribution
Physical distribution is a large 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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Promotion Management
Most organizations, both profit-seeking and not-for-profit, utilize promotion to create market awareness of their offerings. Opportunities for promotion management are particularly favorable in the expanding services sector and with nonprofit organizations.
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Public Relations
Most organizations have a public relations person or staff to anticipate public problems, handle complaints, deal with media, build the corporate image, and so on. Persons interested in public relations should be able to speak and write clearly and persuasively and should preferably have a background in journalism, communications, or the liberal arts. The challenges of this job are highly varied and very people-oriented.
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Purchasing
Purchasing agents are playing a growing role in firms’ profitability during periods of rising materials costs and shortages. In retail organizations, being a buyer has frequently been a route to the top. Purchasing agents in industrial concerns play a key role in holding down the cost of manufacturing. A technical background is useful in some purchasing positions, along with a knowledge of credit, finance and physical distribution.
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Retailing Management
Retailing companies provide people with an early opportunity to take on marketing responsibilities. The market growth of large-scale retailing has brought increased emphasis on professional training as part of the preparation for a career in retailing. Most entry-level jobs are in sales, but the capable individual can readily progress to managerial responsibility. The major routes to top management in retailing are merchandise management and store management. Large-scale retailing offers the new recruit an opportunity to move in a few years into the management of a branch or a department in a large store.
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Sales and Sales Management
Sales and sales management opportunities exist in a wide range of profit and nonprofit organizations and in product and service organizations, including financial, insurance, consulting, and government. People have to carefully match their backgrounds, interests, technical skills, and academic training with available sales opportunities. Training programs vary greatly in form and length, ranging from a few weeks to two years. The typical entry-level job is sales representative. Career paths lead from salesperson to district, regional, and higher levels of sales management, and in many cases, the top management of the firm. An outgoing personality, competitive spirit, and ability to communicate clearly and effectively are characteristics of the successful salesperson.
Contact Information
University of Georgia
