MARKETING

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Marketing as an academic major, prepares students for careers in product development, brand management, services marketing, advertising, international marketing, retailing, sales and marketing research.   According to the American Marketing Association, marketing can be defined as, “An organizational function and a set of processes for creating communication, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

  Marketing Firms

Strategies—What Can I Do To Prepare?

Acquire good computer and statistical skills
Obtain sales experience
Develop excellent communication skills and a high energy level
Great leadership experience
Gain experience through co-op or internship
Job shadow a professional in the field to help you decide which area of marketing is best for you
Join a professional organization or school marketing club
Plan on pursuing an MBA for most brand management, consulting and research opportunities

Professional Associations
American Marketing Association
www.ama.org
American Association of Advertising Agencies
www.aaaa.org
The Public Relations Society of America
www.prsa.org
Business Marketing Association
www.marketing.org
American Advertising Federation
www.aaf.com

Advertising Media Planner
The advertising media planner is responsible for making a series of decisions involved in the delivery of the advertising message to prospective purchasers and or users of a product or service. The media planner determines the right mix of television, radio, newspaper, magazine and other media for the advertising campaign.

Media Traffic
The media traffic personnel analyzes, selects and contracts for space or time in the various media that will be used in the   campaign. The traffic individual must be knowledgeable on the     advantages and disadvantages of each of the media and the     demographics that they reach. Finally, he or she will make the    purchase of the appropriate media and vehicles.

Copywriter/Illustrator/Creative
This category of individual includes all the creative services personnel that write and illustrate the advertising. These individuals write copy, design body copy, design headlines, and draw the ad storyboard, and may become involved with the actual creation of the advertisement.

Production Manager
The production department is responsible for the physical creation of the ads either in-house or contracted through production houses. The production manager must establish and maintain relations with exterior advertising producers to ensure the successful completion of the advertisement.

Director of Advertising/Public Relations
The directors of advertising and/or public relations are typically two different people with similar responsibilities for their individual    departments. The director is responsible for all advertising or      public relations activities except sales. The director will control the entire advertising or public relations campaign including budgeting, planning, coordinating creation, and production of the process. Specific duties will depend on the size of the organization.

Public Relations Specialist
The public relations specialist is responsible for determining and evaluating public attitudes and communicating programs designed to bring about public acceptance of an organization. The public relations specialist is much like the advertising account executive. He or she is responsible for managing the public relations of an   organization. The public relations specialist may be in-house or a part of an agency.

Skills and Talents Required

Ability to work well with different personalities and   background
Ability to persuade and influence others
Effective communication skills and high level of creativity
Ability to solve problems that arise on short notice
Outgoing, polite and friendly attitude
Alert and ambitious
Competitive but poised
Able to handle pressure, work long hours and extensive traveling

Education Required

A bachelor's degree in marketing or related discipline is usually the minimum educational requirement for entry-level marketing jobs.   However, plan on pursuing an MBA for top executive positions.   Many employers prefer those with experience and a broad liberal arts background. However, majors such as psychology, sociology, journalism, and literature are acceptable as well.  

For management positions in marketing, sales and promotion , employers prefer a bachelor's or master's degree in journalism or advertising.   A course of study should include classes in economics, business law, finance, computers and business administration.

For public relations management positions , employers prefer a bachelor's or master's degree in public relations or journalism.   A course of study should include classes in business administration, advertising, public speaking, creative writing and political science.  

For advertising management positions , employers prefer a bachelor's degree in advertising or journalism.   A course of study should include classes in marketing, consumer behavior, sales, communication methods and technology.   All specititleies require internship and courses in management.

Marketing Websites

Software

Adobe PhotoShop      QuarkXpress         PowerPoint           Publisher

Stop by the Office of Career Services
and see your career counselor
Pratt 5th Floor