Which job opportunities are available in Marketing, PR and Advertising?
If you’re thinking about a career in Marketing but not sure what it entails, here’s a brief introduction.
Why is Marketing important?
A career in marketing can take you in several different directions. You will find that there are many opportunities in marketing, but the common denominator of those opportunities is the necessity to understand the customer's needs and desires and then be able to translate those needs in the communication of your marketing strategy. Marketing communication can be done in several ways. Marketing can be defined as being the intermediary function between product development and sales. It's the marketing professionals job to create, manage, and enhance brands.
4 Marketing Careers Where You Can Find Opportunities
Marketing is used in every company and every industry, so career potential is unlimited. There are career tracks in marketing that you can follow. You can find many opportunities in marketing in the following categories:
- Market Research
- Brand Management
- Public Relations
This career involves researching the intended target. That target can be companies or individuals. In order for a company to capture a market, it must first be able to understand that market. Research involves the first process of understanding the consumer, what their needs are, what their purchasing habits are, and how they view themselves in relation to the rest of the world.
Market research is conducted by using surveys, focus groups, and reviewing studies. Doing this enables researchers to collect data on a specific brand's target. Market research can be done in-house, or a company may hire a specialized firm to conduct the research.
The ideal candidate for a market research position is a person who possesses both qualitative and quantitative analytical ability because the job depends on your ability to gather data from human subjects, crunch numbers and interpret the results accurately.
Positions Available in Market Research
- Market Research Director
- Market Research Manager
- Market Research Supervisor
- Market Analyst
Brand managers tend to be focused on the big picture. It is their job to instill the brand's essence, map out their competitors in their brand's category, identify marketing opportunities, and be able to communicate the unique benefits of that product or service effectively.
Brand managers are also responsible for guiding the market research team once the research is complete, it is the brand manager's job to analyse the data that's been collected then develop a marketing strategy.
This marketing strategy may call for a new ad campaign, development of new products, or drawing out a new vision for the brand. It is also then the brand manager's job to ensure that other functions such as promotions, market research, research and development, and manufacturing are orchestrated to implement the strategy that they have developed.
Careers in product and brand management tend to attract high potential, well-motivated individuals who can accept broad responsibilities easily and with little supervision, communicate well with other people, are willing to do some traveling and thrive on constant change.
Positions Available in Brand Management:
- Brand Manager
- Product Manager
- Product Development Manager
If you decide that Advertising is the career track you wish to pursue you will find that advertisers work with all aspects of marketing from strategy to concept to the execution of the strategy.
You will find that most jobs on the business side of advertising include Account Management, Account Planners, and Media Buyers.
Account managers act as the liaison between the agency's various departments and the client. Their job is to manage the execution of ads by making sure that they are created within the allocated schedule and budget. Account Planners focus more on the consumer. Their job is to conduct research on the demographics of the targeted consumers. They use that research to get to know what motivates their behaviour in the marketplace. The job of the Media Buyer is to find media to place ads in. They use the demographic study that is done by the Account Planner to decide the best possible place to purchase ad space.
Careers in advertising involve variety, compensation based on performance, creativity, travel, satisfaction from seeing one’s personal accomplishments, and contact with others. Advertising jobs are found in advertising agencies, media organizations, advertising departments in business firms, non¬profit organizations and marketing research firms. The four major career paths in advertising are account management, creative, media and research.
Positions Available in Advertising:
- Advertising Managers
- Advertising Sales Director
- Advertising Account Executives
- Advertising Account Planners
- Media Director
- Media Coordinator
- Media Buyers
It is the responsibility of the Public Relations department to manage communication with the media, consumers, employees, investors and the general public. They are considered the spokespeople for the company. They will often write press releases to promote new products or to keep the investment community informed of business partnerships, financial results, or other company news. The job and oath that a Public Relations employee often takes is to portray the company in a flattering light, uphold its public image in a crisis, generate a positive buzz around its company and business practices, and of course to publicise its products and services successfully.
To do well in Public Relations, you must have strong communication skills, the ability to articulate both with the written and spoken word, be able to understand a variety of people, be confident and be able to learn quickly what your clients do to communicate their messages effectively. Public Relations professionals should also be quick thinkers and persuasive, as well as have an outgoing personality and the will to be assertive.
Positions Available in Public Relations:
- Account Coordinator or Public Relations Coordinator
- Public Relations Account Executive
- Media Relations
- PR Director
- Government PR Departments
- PR Consultant
Marketing often appeals not only to creative thinkers but also numbers-minded statisticians. While many jobs in marketing are appealing, keep in mind that you must be willing to work long hours and not mind working evenings and/or weekends. You must be able to work well under pressure and thrive off meeting deadlines and goals that are set.
How to start a Marketing career?
Some universities offer degrees in Marketing, Advertising and Public Relations, and Business Administration degrees tend to cover these areas in less detail.
The following offer relevant courses and qualifications:
- CIM – the Chartered Institute of Marketing
- IPA – the Institute of Practitioners in Advertising
- CIPR – the Chartered Institute of Public Relations