Marketing

Career Paths: Marketing Brand Management: At the highest level, Brand Managers supervise the marketing function for a

specific brand of a consumer product. Initially, Assistant Brand Managers work on a more limited range of duties for a brand.

Marketing Management: Marketing Managers are involved in the broad marketing function for an organization, including branding. This career path is more closely associated with business-to-business marketing and services marketing, with the latter including organizations in the financial services, airline, non-profit, and government sectors.

Marketing Research: Marketing researchers are responsible for the marketing information function of an organization. They collect, analyze, and interpret data regarding marketplace trends and preferences in support of marketing decision-making. Positions may be within a corporation or in a market research firm or advertising agency.

Skills Desired: Critical, detail-oriented thinking, with strong analytical skills. Some areas reward creativity, but ability to analyze and interpret data is equally important. Increasingly, candidates entering brand management are expected to possess in-depth financial analysis skills. Organizational skills are critical for complex projects. Currently, one of the most desirable combinations is that of marketing and finance. All employers seek leadership skills and the ability to work in teams. Strong oral and written communication skills are also desirable.

Brand managers need, in addition to analytical skills, background in supply chain and marketing strategy.

Marketing managers should have an understanding of the products or services they will be selling. Strong interpersonal skills help with developing ongoing customer relationships.

Marketing research requires collecting and interpreting data from consumers, so an understanding of consumer behavior and interpersonal communication is helpful. The analysis of the data requires quantitative skills, while communicating results to management utilizes written and oral communication.

Job Titles:Marketing Research Marketing Research Analyst

Marketing Research ManagerBrand Management and Marketing Management

Associate Product ManagerProduct ManagerBrand Manager

Resources

MBA Program Portfolio Information Sessions

Carlson MBA Programs Fall 2007

Professional Portfolio

Recruiting:In recent years 25% of Carlson School placement have been described as marketing jobs. Of the companies looking for marketing students, 20 – 25% are brand, 65% are business to business, and the remaining 10% are business to consumer related. Graduates typically find positions in manufacturing, medical technology, financial services, and the retail industries. Marketing research and marketing services/advertising positions are also taken. Students can learn about the many types of marketing by meeting with fellow students and alumni as well as the numerous practitioners who are brought to the Carlson School to share their experience and expertise with students.

Graduate Business Career Center: Panels on MBA Career Options

Web At the Business Career Center’s webpage, www.csom.umn.edu/bcc, click on “Graduate Students” on the left hand side.

Then, click on “Wetfeet Press” in the right hand column.

Enter your X500 ID and password to login.

Click on the Wetfeet.com logo. If you are asked to pay, then you are in the wrong section.

On the right hand side of the webpage, click on “Download the latest versions of a selection of WetFeet's pioneering and award-winning Insider Guide series.”

Here you will see multiple relevant guides including:

Careers in Management Consulting Careers in Supply Chain ManagementCareers in Marketing and Market Research Careers in Information TechnologyCareers in Brand Management Careers in Human ResourcesGuide to the Top 25 Financial Services Firms Careers in Venture CapitalCareers in Asset Management & Retail Brokerage Careers in Investment BankingCareers in Consumer Products Careers in ManufacturingTop 20 Biotechnology/Pharmaceutical Firms Top 25 Consulting FirmsCareers in Accounting Careers in Biotech and PharmaceuticalsCareers in Advertising and Public Relations Careers in Entertainment and SportsCareers in Nonprofits and Government Agencies Careers in Health CareCareers in Specialized Consulting: Health CareHuman Resources and Information Technology

Print Brand Week magazineThis is the leading weekly magazine covering marketing topics including hot promotional campaigns and recent product launches. Brand strategies are also highlighted.

Advertising Age

Career Information GuidesAvailable in the GBCC

Carlson AffiliationsMarketing NetworkThe primary mission of the Carlson Marketing Network is to provide Carlson School of Management students an opportunity to gain skills, knowledge and experience necessary to enter into the field of marketing.

Carlson MBA Programs Fall 2007

Brand Matters Speaker SeriesBrand Matters Speaker Series is presented quarterly in sponsorship with Yamamoto Moss and Twin Cities Business Monthly. The speaker series is a unique forum that provides insights into the world of branding. Each 90-minute event features an expert with firsthand knowledge of branding. These events provide an excellent forum for networking with marketing professionals.

Professional AffiliationsAmerican Marketing Association (AMA)Founded in 1937 as a professional not-for-profit organization for marketers, the purpose of the AMA is to promote education and assist in the personal and professional career development among marketing professionals, and to advance the science and ethical practice of marketing disciplines.

The Twin Cities hosts a very active chapter that provides many professional development and networking opportunities through workshops, meetings and seminars. For more information visit www.mnama.org.

Carlson MBA Programs Fall 2007

Professional Portfolio: Marketing

Career Path: Brand ManagementHighly Recommended Courses

MKTG 6051 Marketing Research (4 cr) MKTG 6055 Buyer Behavior (4 cr)MKTG 6082 Brand Management (4 cr) FINA 6242 Advanced Corporate Finance Analysis and Decisions (4 cr)

Suggested CoursesMarketing

MKTG 6072 International Marketing (2 cr)MKTG 6075 Pricing Strategy (4 cr)MKTG 6078 Integrated Marketing Communications (4 cr)MKTG 6088 Strategic Marketing (2 cr)

FinanceFINA 6241 Corporate Finance Analysis and Decisions (4 cr)

StrategyMGMT 6031 Industry Analysis and Competitive Strategy (4 cr)MGMT 6032 Strategic Alliances (2 cr)

Supply Chain & OperationsMKTG 6060 Distribution and Supply Chain Management (4 cr)OMS 6051 Service Management (2 cr)OMS 6056 Managing Supply Chain Operations (4 cr)

AccountingACCT 6100 Financial Statement Analysis (4 cr)

MISIDSC 6490 Advanced Topics in MIS (2 cr)

International BusinessIBUS 5120 International Business: Vienna Seminar (4 cr)

Career Path: Marketing ManagementHighly Recommended Courses

MKTG 6051 Marketing Research (4 cr) MKTG 6073 Technology Marketing (4 cr)MKTG 6088 Strategic Marketing (2 cr) FINA 6242 Advanced Corporate Finance Analysis and Decisions (4 cr)

Suggested CoursesMarketing

MKTG 6055 Buyer Behavior (4 cr)MKTG 6060 Distribution & Supply Chain Systems (4 cr)MKTG 6072 International Marketing (2 cr)MKTG 6075 Pricing Strategy (4 cr)MKTG 6078 Integrated Marketing Communications (4 cr)MKTG 6082 Brand Management (4 cr)

FinanceFINA 6241 Corporate Finance Analysis and Decisions (4 cr)

StrategyMGMT 6031 Industry Analysis and Competitive Strategy (4 cr)MGMT 6032 Strategic Alliances (2 cr)MGMT 6040 International Strategy and Organization (2 cr)

International BusinessIBUS 5120 International Business: Vienna Seminar (4 cr)

Carlson MBA Programs Fall 2007

AccountingACCT 6100 Financial Statement Analysis (4 cr)

OperationsOMS 6051 Service Management (2 cr)

MISIDSc 6442 E-Sourcing and E-Auctions (2 cr)IDSC 6490 Advanced Topics in MIS (2 cr)

Career Path: Marketing ResearchHighly Recommended Courses

IDSC 6490 Advanced Topics in MIS (2 cr)MKTG 6051 Marketing Research (4 cr) MKTG 6055 Buyer Behavior (4 cr)

Suggested CoursesMKTG 6060 Distribution & Supply Chain Systems (4 cr)MKTG 6072 International Marketing (2 cr)MKTG 6073 Technology Marketing (4 cr)MKTG 6075 Pricing Strategy (4 cr)MKTG 6078 Integrated Marketing Communications (4 cr)MKTG 6082 Brand Management (4 cr)MKTG 6088 Strategic Marketing (2 cr)

International BusinessIBUS 5120 International Business: Vienna Seminar (4 cr)

MISIDSc 6442 E-Sourcing and E-Auctions (2 cr)IDSc 6471 Knowledge Management (2 cr)IDSc 6481 Managerial Decision Making (2 cr)IDSC 6490 Advanced Topics in MIS (2 cr)

OperationsOMS 6051 Service Management (2 cr) OMS 6059 Quality Management and Six Sigma (4 cr)

Remember: Employers want more than functional skills. To differentiate yourself, consult the document “Building Your Portfolio.” There you will find suggestions

for additional classes that can add international exposure, provide a strategic framework and build entrepreneurial skills, among others.

Carlson MBA Programs Fall 2007