Name the product, from Apple
iPods to Zip Drives, and chances are there's
a marketing executive out there trying to connect
with a buyer.
With a world full of consumers making purchasing
decisions every day, it is the job of marketing
professionals to know what people need and to
educate buyers so they can make informed decisions
about which products to purchase.
Convincing a specific target audience that your
product is better than that of the competition
is the essence of marketing. Marketing executives
need to be great communicators, outstanding listeners
and of course be creative problem solvers who
are immune to stress, deadlines and demanding
bosses.
In a consumer products company, generating new
ideas about how to develop, modify, and improve
products so that they will be more appealing
to consumers is the main goal of the marketing
group. At other companies, the marketing department
is responsible for sales, connecting with new
clients, market research and coordinating advertising
and public relations efforts to promote awareness
of the firm and its services.
Bottom line: The marketing department needs
to create a buzz.
The U.S. Department of Labor lumps the many
different aspects of the job together in its
estimate that the broadly defined marketing industry
employed approximately 700,000 workers in 2002,
the most recent figure available.
Marketing experts are found in virtually every
industry and jobs can range from entry-level
researchers to senior executives offering key
advice to the chief executive officer.
Government experts say those entering the marketing
field tend to come from diverse backgrounds,
with a bachelor's degree the common threshold
for entry. Employers look for experience (internships
are a great chance to beef up your resume) and
a broad liberal arts background that includes
majors in business, psychology, journalism, literature
and sociology. Courses in accounting, finance,
economics and statistics can be helpful.
Employers want candidates who are competitive
(the whole idea of marketing is to beat out the
competition!), analytical, and who can think
creatively to come up with ideas that will stand
out above the crowd.
Changing lifestyles and societal trends affect
the consumer market, so it is also critical that
marketing professionals have a thorough understanding
of the values and needs of today's consumers.
It is up to the marketing department to know
what people are buying and why.
There are typically two doors that will be open
to entry-level candidates: marketing associate
and market researcher. Both are important members
of the marketing department.
As a marketing associate at a consumer products
company, for instance, you will be working on
a team that is responsible for the promotion
and support of a particular product. You will
support the development of product strategies
by conducting significant financial analysis
and assisting with market research efforts, such
as focus groups. You will also help your team
develop appropriate packaging, price points,
advertisements (usually with the help of an outside
advertising agency), and other promotions to
support the sale of your product.
You might be responsible for tracking budgets,
speaking with sales people, implementing key
changes to the product, financial forecasting
(analyzing supply and demand, talking to the
market researchers, making sure that changes
in demand are reflected in the financial reports),
and meeting with the brand managers or marketing
directors to support the team's efforts.
College graduates also are often hired as junior
or associate market research analysts. Entry-level
positions usually involve handling correspondence,
proofreading questionnaires, and data entry.
However, even as a junior analyst you will play
an important role in helping the marketing team
develop strategies for the company's products.
Throughout the first year, you will be involved
in developing questionnaires for surveys, analyzing
data ("number crunching"), organizing studies,
and writing reports to summarize the findings.
Undergraduate degrees in math, psychology, computer
science, marketing, and business make the transition
to market research relatively easy. This position
is very analytical in nature, and requires an
aptitude for numbers and data analysis.
The Bureau of Labor Statistics notes that skilled
marketing executives are in demand, which means
there's lots of competition for entry-level jobs.
Employers will particularly look for those with
solid computer skills to augment their degrees.
Bureau forecasters say marketing jobs should
grow at a faster rate than the average growth
for all industries combined, fueled by intense
competition at home and as more companies choose
to compete in the global economy. They caution,
though, that some industries — scientific, professional
and related services such as computer systems
design — are likely to see higher growth
rates than other sectors such as manufacturing.
For graduates looking for a challenging career
and insights into the worlds of business and
sales, marketing sits squarely at the intersection
of the two. |
