1. Marketing What it’s all about and why it’s a great career! A guide for students thinking about marketing careers

2. What I will be talking about  What is Marketing really?  Marketing in action  Careers in marketing  Getting into marketing  Questions

3. What is marketing really?

4. Advertising Direct Mail Event Management Branding Merchandising Promotions Research Surveys Brochures Emails Websites Questionnaires Product Development Sponsorship Public Relations (PR) Personal selling

5. Changing attitudes and behavior What we think – attitudes | What we do – behavior What we buy – consume | Who we vote for – believe Our lifestyles – habits | Core beliefs – values All used to generate profit or other benefit

6. Marketing in action

7. Preview: Think Outside The Box Ready? Choose a Partner!

8. Problem: Chewing Gum Litter Students stick gum under desks Spit gum out on ground and sticks to shoes Stick gum to other unsanitary public places Walls, doors, windows, floors, tables, chairs, signs Clean up costs are “expensive”

10. Case Study: Cleaning Up Council Rock SD Problem  Chewing gum litter  Expensive and difficult to clean.  Unhygienic. Unsightly Solution Gum Targets used by students Result  Est. 10,692 pieces of gum collected first year. 33% reduction in gum litter at sites  Cleaning cost reduced by 50%  Saving of 10k per annum  Positive press coverage for Council Rock

11. Careers In marketing

12. Why choose a career in marketing?

13.  Good salary  All about understanding people  Blends Art and Science plus sector knowledge  Creative and innovative  International  Results driven  About teamwork  Fun!

14.  Almost all businesses have marketing careers; manufacturing, retail, wholesale, transportation services, community/social services, education, etc.  The great thing about marketing is it is a function that is needed in every company in every industry, so career potential is unlimited.  About 33 million Americans earn a living in marketing – that’s 1/3 of the US workforce! Bureau of Labor Statistics projects employment in marketing & sales to be DOUBLE DIGIT! Why choose a career in marketing?

15. Contrast marketing careers with careers in medicine. BRAINSTORM: 2 columns = Differences & Similarities Think of as many as you can for each column. Number them! Let’s see who can come up with the most for each column! 2 minutes – BEGIN!

16. Marketing vs. Medicine DIFFERENCES: ?

17. Marketing vs. Medicine SIMILARITIES: Lots of different areas to work in and good pay Both require training and professional level skills Patients = Customers Marketing Concept applies to both Highly specialized (medical specialties & sales areas)

18. Go to my faculty webpage and select the marketing survey link. Print out your results for credit. No Results!... No Credit!

19. How much will I get paid? Basic Salary by job role* (*Salary.com -August 2015) Advertising Manager/Director$82,698 Brand Manager (Associate)$64,032 Creative Director$81,347 E-Commerce Sales Manager$127,434 Customer Relations Manager$95,658 Marketing Research Analyst I$53,914 Meeting/Event Director$106,236 S123,735 Average Salary of a Marketing Director * *Salary.com August 2015

20. Marketing functions and sectors Functions  Advertising  Public relations  Direct Marketing  Product management  Market Research  Events  Campaign management  Digital marketing  Sales promotion  Branding  Customer service Sectors  Arts and Drama  Not for profit Charities  Consumer goods  Publishing  Industrial  Recruitment and search  Property  Professional services  Fashion  Restaurant marketing  And many more…

21. What sort of company might you work for? Client side  Own the product or service  In-house marketing team  Hire agency for specialist skill Agency  Provide service to client  Many clients to service  Creative or specialist services  Marketing Assistant  Marketing Executive  Marketing Director  DM Campaign Manager  Research Manager  Events manager  Web manager  Account Executive  Account Director  Account Planner  Copywriter  Creative director  Business development  Media planner/buyer

22. Graduate job: Marketing assistant (Client) Implements marketing projects to support the manager (Entry level)  Organizing events  Copywriting for brochures, online and email  Customer surveys  Briefing agencies  Organizing sales promotions  Public Relations  Booking or buying advertising space  Maintaining databases  Writing newsletters  Preparing PowerPoint presentations  Reporting web trends Salary Range: $38,345 to $59,465

23. Graduate job: Account executive (Agency) Looks after a number of client accounts with support from Account manager. Often specializes e.g. Public Relations  Meeting clients  Establishing project requirements  Writing marketing plans  Recommending activities  Updating clients  Briefing creative team  Assisting on business pitches  Ensuring deadlines are met  Organizing promotions/advertising  Managing budgets Salary Range: $49,817 to $88,341

24. Getting Into marketing

25. What employers want Qualifications Aptitude Relevant Experience

26. Get qualified  Work hard to get a good 1st or 2nd degree!  Identify the areas of your degree relevant to a marketing role  Think about obtaining a professional qualification such as the Professional Certificates or Professional Graduate Degrees once working.  Can be studied part time  Ask at 2 nd stage interview if your employer offers sponsorship for qualifications and additional degrees and training

27. Build experience You often won’t know if it’s really for you until you have tried it!  Summer placements/Internships  Student brand managers – Marketing jobs rotations  “Try before you buy” for you and them  Market yourself – create your own placement campaign!  Build a E-Portfolio and Resume  Career Research at www.ama.org and select careerswww.ama.org

28. Create your personal marketing plan 1.Identify an area of marketing that might suit you 2.Research potential employers. Put yourself in their shoes – why would they want to employ you? 3.Undertake a skills audit, develop a Personal Marketing Plan (PMP), and start to build your C.V. 4.Holes in your raft? – plug the gaps! 5.Gain work experience in a marketing role 6.Hone the personal skills 7.Leverage your contacts...network 8.Be flexible – have a plan B!

29. CV Advice example content NAME ADDRESS TELEPHONE NUMBER E-MAIL ADDRESS PERSONAL STATEMENT Use a personal statement to highlight your background and key achievements. Only include this if you can make an impressive statement, ensuring that the content is clear, short and concise. Try to keep to around four lines, which say what you are (e.g. marketer), what experience you have and what you have to offer the company. EDUCATION AND PROFESSIONAL QUALIFICATIONS List your qualifications, starting with the most recent and stating the results obtained. If the qualification is relevant to the job make sure you include further details, as topics covered. If it is not directly linked ensure that you highlight the relevant transferable skills you developed. COMPANY NAME JAN 2001 – PRESENT Brief description of company, turnover, and what the company specializes in. POSITION HELD AND WHO YOU REPORT TO Describe your role, including level of responsibility and accountability within the organization. Areas of accountability that you hold and what skills they display. How your role impacts/impacted on business performance. What initiatives you have developed/implemented. Tasks that show core skills such as teamwork and communication. If the job requires certain skills, ensure that you include details that prove you have this capability, e.g. sales – increased company sales for xxx by implementing xxx.

30. CV Advice KEY ACHIEVEMENTS Any further achievements. Areas where you have made a particular difference to an organization. If possible try to quantify this with real examples SKILLS Languages IT packages and computing skills Keyboard skills Driving ability INTERESTS AND ACTIVITIES Membership of clubs and societies Positions of responsibility Travel Hobbies and other leisure activities REFEREES If necessary you can simply put ‘References available upon request’, if you do not wish to name them prior to interview. Alternatively the standard is to include the names and contact details of two referees.

31. Where to look for jobs  Trade magazines  University Careers Service  Contacts – ‘six degrees separation’  Network – AMA member events  Marketing Press  Internet - www.getin2marketing.com  Recruitment agencies  Marketing in disguise: Customer Insight Manager Individual Giving Manager Business Development Manager Join the student membership group at www.ama.org to begin networking to your future.www.ama.org Download a College2Career Issue @ https://www.ama.org/career/Documents/Career-Update-May2014b.html https://www.ama.org/career/Documents/Career-Update-May2014b.html

32. American Marketing Association Free marketing careers website  Find a job - listing of graduate schemes  Know the industry - video introductions  Research your career - job profiles  Student Brand Manager scheme  Test your knowledge - interactive quiz  Get qualified – AMA qualifications Start your marketing career at www.ama.org/careers www.ama.org

33. Any Questions?

35. Build Your E-Portfolio & Resume Picture of U Short Biography Action Pictures List of accomplishments Future plans Contact information http://www.portfoliogen.com/mrsherpinsky/

36. Advice for Interviews Research Become familiar with the organisation Culture and Values Turnover Competitors History Mental preparation Try to put yourself in the position of the interviewer – if you were interviewing individuals for this role what would you ask? Prepare responses to the following questions, and any others you think of: Why do you want the job? Why are you the most suitable applicant? What have you gained from your employment/qualifications/extra-curricular activities? What prompted you to make the career decisions you have made? What was your worst or best decision? What did you learn about yourself when…? What would you identify as your main strengths/weaknesses? First Impressions Dress – appropriateness Building rapport Eye Contact Be Prepared Unpredictable Questions Why are Manhole covers round? How many tennis balls could you fit in a 747 jumbo jet? If you were a type of food, what type of food would you be? Ask Questions

37. Interview Practice Can U MarketYourself?

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