marketing career
DESCRIPTION
TRANSCRIPT
Marketing Career Overview
Goizueta Business School
BBA Career Management Center Online Workshops
Goizueta Business School
BBA Career Management Center
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
Goizueta Business School
BBA Career Management Center
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
Goizueta Business School
BBA Career Management Center
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
Goizueta Business School
BBA Career Management Center
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
Goizueta Business School
BBA Career Management Center
Marketing Career Options
Public Relations
Event Planning
AdvertisingAgency
Research
Sales Position
Brand/Product Manager
Sales
Goizueta Business School
BBA Career Management Center
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
Goizueta Business School
BBA Career Management Center
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
Goizueta Business School
BBA Career Management Center
Advertising Agencies
Functions of an Advertising Agency
Account Management/Project Management
Media Buying/Planning
Creative Department: Design, Writing Copy
Research
Interactive: Websites etc.
Goizueta Business School
BBA Career Management Center
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
Goizueta Business School
BBA Career Management Center
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
Goizueta Business School
BBA Career Management Center
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
Goizueta Business School
BBA Career Management Center
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
Goizueta Business School
BBA Career Management Center
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.