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CARRER IN MARKETINGTRANSCRIPT
MarketingWhat it’s all about and why it’s a great career!
The Chartered Institute of Marketing?
Largest professional body for marketers, internationally.
Founded in 1911
Aim: to help marketers throughout their careers 45,000 members Membership, Qualifications, CPD, Training, Events
What I will be talking about
What is Marketing really?Marketing in actionCareers in marketingGetting into marketingQuestions
What is marketing really?
Marketing is all of those things and more
Advertising
Direct Mail
Event Management
Branding
Merchandising
Promotions
ResearchSurveys
Brochures
Emails
Websites Questionnaires
Product Development
Sponsorship
Public Relations (PR)
Personal selling
Our definition
The management process responsible for identifying, anticipating and satisfying customer requirements profitably.“ “
The Chartered Institute of Marketing
Future sales
Now
Sustainable
Understanding what they value
Needs
Responsibility of whole company
Changing attitudes and behaviour
What we think – attitudes What we do – behaviour
To generate profit or other
e.g. What we buy | Who we vote for | Our lifestyle
Marketingin action
Case Study: cleaning up LutonProblem Chewing gum litter Expensive and difficult to clean. Unhygienic. Unsightly
Solution
Gum Targets used by council
Result Est. 75,000 pieces of gum collected first
year. 33% reduction in gum litter at sites Cleaning cost reduced by 50% Saving of 15k per annum Positive press coverage for Luton
CareersIn marketing
Why choose a career in marketing?
Why choose a career in marketing?
Good salary All about understanding people Blends Art and Science plus sector
knowledge Creative and innovative International Results driven About teamwork Fun!
Marketing functions and sectors
Functions Advertising Public relations Direct Marketing Product management Market Research Events Campaign management Digital marketing Sales promotion Branding Customer service
Sectors Arts and Drama Not for profit Charities Consumer goods Publishing Industrial Recruitment and search Property Professional services Fashion Restaurant marketing And many more…
What sort of company might you work for?
Client side
Own the product or serviceIn-house marketing teamHire agency for specialist skill
Agency
Provide service to clientMany clients to serviceCreative or specialist services
Marketing Assistant Marketing Executive Marketing Director DM Campaign Manager Research Manager Events manager Web manager
Account Executive Account Director Account Planner Copywriter Creative director Business development Media planner/buyer
Graduate job: Marketing assistant (Client)
Implements marketing projects to support the manager
Organising events Copywriting for brochures, online
and email Customer surveys Briefing agencies Organising sales promotions Public Relations
Booking or buying advertising space
Maintaining databases Writing newsletters Preparing PowerPoint
presentations Reporting web trends
£16-26KNext job: Marketing Executive £22-40k
Graduate job: Account executive (Agency)
Looks after a number of client accounts with support from Account manager. Often specialises e.g. Public Relations
Meeting clients Establishing project requirements Writing marketing plans Recommending activities Updating clients Briefing creative team
Assisting on business pitches Ensuring deadlines are met Organising promotions/advertising Managing budgets
£16-22KNext job: Account Manager £22-36k
GettingInto marketing
What employers want
Get qualified
Work hard to get a good 1st or 2nd degree!
Identify the areas of your degree relevant to a marketing role
Think about a CIM professional qualification such as the Professional Certificate or Professional Diploma once working.
Can be studied part time
Ask at 2nd stage interview if your employer offers sponsorship for qualifications and additional training
Build experience
You often won’t know if it’s really for you until you have tried it!
Summer placements/InternshipsStudent brand managers – CIM Career Development Award“Try before you buy” for you and themMarket yourself – create your own placement campaign!Listing at www.getin2marketing.com
Create your marketing plan
1. Identify an area of marketing that might suit you
2. Research potential employers. Put yourself in their shoes – why would they want to employ you?
3. Undertake a skills audit, develop a Personal Marketing Plan (PMP), and start to build your C.V.
4. Holes in your raft? – plug the gaps!
5. Gain work experience in a marketing role
6. Hone the personal skills
7. Leverage your contacts ...network
8. Be flexible – have a plan B!
CV Adviceexample content
NAMEADDRESSTELEPHONE NUMBERE-MAIL ADDRESS
PERSONAL STATEMENT• Use a personal statement to highlight your background and key achievements. Only include this if you can make an impressive statement,
ensuring that the content is clear, short and concise. Try to keep to around four lines, which say what you are (e.g. marketer), what experience you have and what you have to offer the company.
EDUCATION AND PROFESSIONAL QUALIFICATIONSList your qualifications, starting with the most recent and stating the results obtained. If the qualification is relevant to the job make sure you include further details, as topics covered. If it is not directly linked ensure that you highlight the relevant transferable skills you developed.
COMPANY NAMEJAN 2001 – PRESENTBrief description of company, turnover, and what the company specialises in.POSITION HELD AND WHO YOU REPORT TODescribe your role, including level of responsibility and accountability within the organisation.• Areas of accountability that you hold and what skills they display.• How your role impacts/impacted on business performance.• What initiatives you have developed/implemented.• Tasks that show core skills such as teamwork and communication.• If the job requires certain skills, ensure that you include details that prove you have this capability,e.g. sales – increased company sales for xxx by implementing xxx.
•
CV Advice
KEY ACHIEVEMENTS• Any further achievements. Areas where you have made a particuarlar difference to an organisation. If possible try to
quantify this with real examples
SKILLS • Languages• IT packages and computing skills• Keyboard skills• Driving ability
INTERESTS AND ACTIVITIES • Membership of clubs and societies• Positions of responsibility• Travel• Hobbies and other leisure activities
REFEREES• If necessary you can simply put ‘References available upon request’, if you do not wish to name them prior to
interview. Alternatively the standard is to include the names and contact details of two referees.
Advice for Interviews
Research– Become familiar with the organisation– Culture and Values– Turnover– Competitors– History
Mental preparationTry to put yourself in the position of the interviewer – if you were interviewing individuals for this role what would you ask? Prepare responses to the
following questions, and any others you think of:– Why do you want the job?– Why are you the most suitable applicant?– What have you gained from your employment/qualifications/extra-curricular activities?– What prompted you to make the career decisions you have made?– What was your worst or best decision?– What did you learn about yourself when…?– What would you identify as your main strengths/weaknesses?
First Impressions– Dress – appropriateness– Building rapport– Eye Contact
Be Prepared• Unpredictable Questions
– Why are Manhole covers round?– How many tennis balls could you fit in a 747 jumbo jet?– If you were a type of food, what type of food would you be?
• Ask Questions
Where to look for jobs Graduate schemes University Careers Service Contacts – ‘six degrees separation’ Network – CIM member events Marketing Press Internet - www.getin2marketing.com Recruitment agencies Marketing in disguise:
Customer Insight ManagerIndividual Giving ManagerBusiness Development Manager
Download ‘where can I find marketing jobs sheet’ at getin2marketing.com
Getin2marketing.com
Free marketing careers website
Find a job - listing of graduate schemes Know the industry - video introductions Research your career - job profiles Student Brand Manager scheme Test your knowledge - interactive quiz Get qualified – CIM qualifications
Start your marketing career at getin2marketing.com