1.01 Marketing careers
The marketing field includes career opportunities whose processes create, communicate, and deliver value to customers and manage customer relationships in ways that benefit the organization and its stakeholders. Learn how to get started in a marketing career by watching the following Careers24 video: How to start your marketing career.
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Marketing careers can be broken down into the following categories:
- Marketing communications
- Marketing management
- Marketing research
- Merchandising
- Professional selling
Marketing communications. Marketing communications involves marketing activities that inform, remind, and/or persuade the targeted audience of ideas, experiences, goods/services, and/or images. Examples of marketing communications techniques include advertising, direct marketing, digital marketing, publicity/public relations, and sales promotion. There are many different positions available in marketing communications. An account executive at an advertising firm might maintain a relationship with a single client or a group of clients. A public relations manager may be responsible for handling special events and responding to requests for information about the company.
Other positions available in marketing communications may include:
- Assistant account executive
- Assistant media buyer
- Research assistant
- Public relations specialist
- Media buyer/planner
- Marketing communications manager
Marketing management. Careers in marketing management involve all marketing functions, including channel management, marketing-information management, pricing, product/service management, promotion, and selling. As with all marketing careers, people who work in marketing management can be involved in a number of different industries, including sports, fashion, food, and travel. Here are some job titles you might find in marketing management:
- Marketing specialist
- Marketing manager
- Product/Brand manager
- Marketing director
Marketing research. Marketing research jobs focus on marketing activities that involve determining information needs, designing data-collection processes, collecting data, analyzing data, presenting data, and using data for marketing planning. In short, marketing research employees look for meaningful clues about what customers need and want and why customers do what they do. Jobs in marketing research include:
- Assistant market analyst
- Assistant product analyst
- Market research interviewer
- Market research analyst
- Market research supervisor, manager, or director
Merchandising. Merchandising careers involve marketing activities that are focused on efficient and effective product planning, selection, and buying for resale. Have you ever wondered who picks out the clothes that appear for sale in your favorite retail store? Merchandisers do! Positions available in merchandising may include:
- Buyer trainee
- Assistant buyer
- Buyer
- Merchandising assistant
- Merchandising coordinator
- Merchandiser
- Merchandise manager or division manager
Professional selling. Careers in professional selling involve marketing and management activities that determine customer needs/wants and respond through planned, personalized communication to influence purchase decisions and enhance future business operations. Jobs in professional selling also require in-depth knowledge of the target business, competitors, and products; presales activities; sales processes and techniques; and servicing after the sale. You’ve come into contact with hundreds of salespeople in your life already. Can you think of the number of times just within the past week? Learn more about professional selling in the following video by Weber State: Sales Jobs: What can you do with a degree in Professional Sales?
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Job titles in this field can include:
- Sales agent
- Sales representative
- District or regional sales manager