Jobs, Careers and Occupations

Marketing Jobs, Occupations and Careers

Marketing

Marketing companies provide marketing and promotional services for other companies.

Marketing occupations include marketing managers, product managers, brand managers, marketing analysts, merchandisers, competitive analysts and market researchers. Marketing also includes direct mail managers, call centre supervisors, telemarketing managers and all senior positions that involve marketing by direct mail, telephone, fax or email. Does not include call centre representatives, which are included in Administrative.

The objective of any firm is to market and sell its products or services profitably. In small firms, the owner or chief executive officer might assume all advertising, promotions, marketing, sales and public relations responsibilities. In large firms, which may offer numerous products and services nationally or even worldwide, an executive vice president directs overall advertising, promotions, marketing, sales and public relations policies. Advertising, marketing, promotions, public relations and sales managers coordinate the market research, marketing strategy, sales, advertising, promotion, pricing, product development, and public relations activities.

Managers oversee advertising and promotion staffs, which usually are small, except in the largest firms. In a small firm, managers may serve as a liaison between the firm and the advertising or promotion agency to which many advertising or promotional functions are contracted out. In larger firms, advertising managers oversee in-house account, creative and media services departments. The account executive manages the account services department, assesses the need for advertising and, in advertising agencies, maintains the accounts of clients. The creative services department develops the subject matter and presentation of advertising. The creative director oversees the copy chief, art director and associated staff. The media director oversees planning groups that select the communication media—for example, radio, television, newspapers, magazines, Internet or outdoor signs—to disseminate the advertising.

Promotions managers supervise staffs of promotion specialists. They direct promotion programs that combine advertising with purchase incentives to increase sales. In an effort to establish closer contact with purchasers—dealers, distributors, or consumers—promotion programs may involve direct mail, telemarketing, television or radio advertising, catalogs, exhibits, inserts in newspapers, Internet advertisements or Web sites, in store displays or product endorsements, and special events. Purchase incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes and contests.

Marketing managers develop the firm’s detailed marketing strategy. They determine the demand for products and services offered by the firm and its competitors. Marketing managers develop pricing strategy with an eye towards maximizing the firm’s share of the market and its profits while ensuring that the firm’s customers are satisfied. Marketing managers work with advertising and promotion managers to promote the firm’s products and services and to attract potential users.

Public relations managers supervise public relations specialists. These managers direct publicity programs to a targeted public. They often specialize in a specific area, such as crisis management—or in a specific industry, such as healthcare. They use every available communication medium in their effort to maintain the support of the specific group upon whom their organization’s success depends, such as consumers, stockholders, or the general public.

Sales managers direct the firm’s sales program. They assign sales territories, set goals and establish training programs for the sales representatives. Managers advise the sales representatives on ways to improve their sales performance.

Marketing Related Industries

• Advertising
• Graphic Arts
• Printing
• Sales