There are a number of different roles, if you are interested in a career in marketing. You will find many opportunities in marketing, but all require a feeling of ownership over the product and the need to understand customers' needs, so they can be communicated in a marketing strategy. This communication can be done in several ways, which leads to the different roles. Marketing is a function you'll find in nearly every company in every industry, so career potential is unlimited.
Market Research
Market Research involves understanding the target market, by researching the customers for the product. Research is the process of understanding the customer, what their needs are, how they buy and how they see themselves. Surveys, focus groups, and reviewing studies are all ways to carry out market research.
The main skill needed for a career in market research position is an ability to analyse both qualitative and quantitative data. The job involves gathering information from people, crunching numbers, and interpreting the results accurately.
Brand management
Brand management is about taking responsibility for a brand. It involves defining the brand, comparing it with relevant competitors, identifying marketing opportunities and communicating the unique benefits of that product or service. The brand manager must also analyse the market research data and develop a marketing strategy.
Skills needed for a career in brand management are strong motivation and a capacity to deal with broad responsibilities easily and with little supervision. This role also needs you to communicate well with other people, be willing to travel, and thrive on change.
Public Relations
Public relations is about communication with the media, customers, employees, investors, and the general public. The role is to be the spokesperson for the company and to portray the company in the best light, uphold its public image in a crisis and to publicise the company and its products and services successfully.
For a role in Public relations, you will need an outgoing personality and strong communication skills, both with the written and spoken word. You will need to understand a variety of people, be confident, a quick thinker and persuasive.
Advertising
A role in advertising means working with all aspects of marketing. Within the advertising function, there are Account Managers, who liaise between the company and the client, Account Planners, who focus on consumer research and Media Buyers, who find and choose the right media to place ads in.
Jobs in advertising are popular, so there is a lot of competition for them. Generally they go to graduates with a high level of creativity, strong communication skills, and computer skills. Expect high earnings, substantial travel, and long hours, including evenings and weekends.
Promotions
A number of marketing companies have a dedicated promotions team. They create incentives for customers to buy, such special discounts, coupons, samples, and gifts with a purchase. The promotion team may use direct mail, telemarketing, in-store displays, advertisements, and product endorsements.
A role here needs strong creativity, determination and good judgment.
Many marketing jobs are appealing, but do involve long hours. You must be able to work well under pressure and be able to meet challenging deadlines. It's usually an exciting industry and provides a great number and variety of job opportunities.
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