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Marketing What it’s all about and why it’s a great career!

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CARRER IN MARKETING

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MarketingWhat it’s all about and why it’s a great career!

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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

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What I will be talking about

What is Marketing really?Marketing in actionCareers in marketingGetting into marketingQuestions

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What is marketing really?

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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

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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

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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

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Marketingin action

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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

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CareersIn marketing

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Why choose a career in marketing?

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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!

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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…

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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

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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

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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

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GettingInto marketing

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What employers want

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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

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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

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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!

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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.

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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.

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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

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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

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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