Careers in MarketingCareers in MarketingChapter 23Chapter 23

Importance of Importance of Marketing CareersMarketing Careers Available in all areas of businessAvailable in all areas of business Improve the economyImprove the economy

– New product advancementNew product advancement– Products would not be distributedProducts would not be distributed– Packaging would not be improvedPackaging would not be improved– New, cheaper was would not be New, cheaper was would not be

establishedestablished

Why Choose a Why Choose a Marketing Career?Marketing Career?

BenefitsBenefits– Many Choices – exist in every industry in Many Choices – exist in every industry in

every part of the USevery part of the US– Interesting Work – usually not boring, in Interesting Work – usually not boring, in

fact very busy and demandingfact very busy and demanding– Financially Rewarding – some one with an Financially Rewarding – some one with an

education in marketing will earn lots as education in marketing will earn lots as they gain experiencethey gain experience

– Stable Employment – every company, no Stable Employment – every company, no matter how they are doing will need some matter how they are doing will need some sort of person to market their businesssort of person to market their business

Career PathsCareer Paths Most people will change jobs many times Most people will change jobs many times

during their lifetimeduring their lifetime Marketing skills are useful in a number of Marketing skills are useful in a number of

jobsjobs Entry-level jobs usually lead to other jobsEntry-level jobs usually lead to other jobs

– Store clerk to dept manager, store manager, Store clerk to dept manager, store manager, regional managerregional manager

– Survey specialists to product and brand Survey specialists to product and brand developmentdevelopment

– Sales associate to VP of salesSales associate to VP of sales

23.2 Job Progression in 23.2 Job Progression in MarketingMarketing

Consider a career area firstConsider a career area first– Accounting, marketing, information Accounting, marketing, information

management, production, etcmanagement, production, etc Then choose a career pathThen choose a career path

– Series of related jobs with increasing Series of related jobs with increasing knowledge and skill requirements and knowledge and skill requirements and greater responsibilitiesgreater responsibilities

Choose a career planChoose a career plan– Identifies the progression of jobs in your Identifies the progression of jobs in your

career path, your plans for education, career path, your plans for education, training, and experience to meet the training, and experience to meet the requirements for those jobs, and a tentative requirements for those jobs, and a tentative time scheduletime schedule

Employment LevelsEmployment Levels Entry-level – limited authority and Entry-level – limited authority and

responsibility, limited education and responsibility, limited education and experience, lots of these jobs are experience, lots of these jobs are held by those still in high school held by those still in high school (store clerks, office staff, etc)(store clerks, office staff, etc)

Career-level – variety of tasks, more Career-level – variety of tasks, more responsibility, specific knowledge responsibility, specific knowledge and skills needed, problem-solving and skills needed, problem-solving and decision-making, supervise and decision-making, supervise some entry-level employees, view some entry-level employees, view their work as more than a job, 2 or 4 their work as more than a job, 2 or 4 year degreeyear degree

Specialist-levelSpecialist-level– Perform very specific work that requires Perform very specific work that requires

knowledge of a particular area, special training knowledge of a particular area, special training and considerable experienceand considerable experience

– Considered the most skilled and experts in Considered the most skilled and experts in their fieldtheir field

– Brand and product managers, advertising Brand and product managers, advertising account executives, lead sales account executives, lead sales representatives, marketing research representatives, marketing research specialists, buyersspecialists, buyers

Supervisor/Manager levelSupervisor/Manager level– Start as a supervisor over a few peopleStart as a supervisor over a few people– Move up to management Move up to management – Sales manager, inventory manager, customer Sales manager, inventory manager, customer

service manager, marketing information service manager, marketing information systemssystems

Executive/EntrepreneurExecutive/Entrepreneur– Top marketing positionsTop marketing positions– Vice President of marketing, President Vice President of marketing, President

of international marketing operationsof international marketing operations– Usually have worked their way up Usually have worked their way up

through the levels and have lots of through the levels and have lots of training, skills, and knowledge in their training, skills, and knowledge in their areaarea

Marketing FoundationsMarketing Foundations Understanding business fundamentals will Understanding business fundamentals will

allow people from across the company to allow people from across the company to communicate and work effectively communicate and work effectively togethertogether– Business principles – based on economics, Business principles – based on economics,

accounting, law, technology, and managementaccounting, law, technology, and management– Interpersonal skills – working with co-workers, Interpersonal skills – working with co-workers,

and clientsand clients Skills needed communications, teamwork, human Skills needed communications, teamwork, human

relations, decision-making, problem-solvingrelations, decision-making, problem-solving– Academic Preparation – most require a 4-year Academic Preparation – most require a 4-year

degreedegree Need strong skills in mathematics, writing, public Need strong skills in mathematics, writing, public

speaking, science, psychology, technologyspeaking, science, psychology, technology

Marketing FunctionsMarketing Functions Building on the foundations they learn in high Building on the foundations they learn in high

school and early in college, people planning on school and early in college, people planning on a marketing career usually specialize in one or a marketing career usually specialize in one or more of the 7 functions of marketingmore of the 7 functions of marketing– Product/Service Management – make sure products Product/Service Management – make sure products

are safe and easy to useare safe and easy to use– Pricing – responsible for the profitability of a productPricing – responsible for the profitability of a product– Distribution – where and to whoDistribution – where and to who– Financing – financial planning of the overall marketing Financing – financial planning of the overall marketing

planplan– Promotion – making consumers aware of the productPromotion – making consumers aware of the product– Selling – personal and direct communications with Selling – personal and direct communications with

customerscustomers– Marketing/Information Management – gathering info Marketing/Information Management – gathering info

on customers, and competitors as well as trends in on customers, and competitors as well as trends in the industriesthe industries

23.4 Developing a Career 23.4 Developing a Career PlanPlan

Without a plan you are less likely to achieve Without a plan you are less likely to achieve your goals, employers will be impressed with your goals, employers will be impressed with an effective career planan effective career plan– Complete an assessment of your current Complete an assessment of your current

knowledge, skills, and interestsknowledge, skills, and interests– Study marketing careers in depth to determine the Study marketing careers in depth to determine the

industries and types of marketing jobs available industries and types of marketing jobs available that you would be interested inthat you would be interested in

– Identify the education and experience necessaryIdentify the education and experience necessary– List the knowledge and skills you will need to List the knowledge and skills you will need to

developdevelop– Prepare a written career plan, if it is written you Prepare a written career plan, if it is written you

are more likely to follow it, revise it every 2-3 yearsare more likely to follow it, revise it every 2-3 years

Obtaining the Job You Obtaining the Job You WantWant

Preparing a Career PortfolioPreparing a Career Portfolio– Common tool used by artists, models, ad Common tool used by artists, models, ad

reps, teachers to demonstrate their reps, teachers to demonstrate their abilities and past workabilities and past work

– Portfolio is a organized collection of Portfolio is a organized collection of information and materials developed to information and materials developed to represent yourself, your preparation, and represent yourself, your preparation, and your accomplishmentsyour accomplishments

– Select and organize those items that you Select and organize those items that you believe provide the best evidence of your believe provide the best evidence of your knowledge and skills – reports, projects, knowledge and skills – reports, projects, tests, art work, websites, etc.tests, art work, websites, etc.

Applying for the Job You Applying for the Job You WantWant

Identify Jobs that are available in Identify Jobs that are available in which you meet the criteriawhich you meet the criteria

Make a Career Match – try to match Make a Career Match – try to match jobs to fit within your career planjobs to fit within your career plan

Complete application materialsComplete application materials Complete a successful interviewComplete a successful interview

– Practice interview questions, send a Practice interview questions, send a personal thank you note when finishedpersonal thank you note when finished

Make a DecisionMake a Decision