4. Marketing Defined
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.
5. Advertising & Public Relations
The core activity is to take a product and construct
promotional campaigns that get people excited about
the product. On the PR side you will help to manage
the perception of the products.
Advertising Media Planner
Copywriter/Illustrator/Creative
Production Manager
Public Relations Specialist
Accounts Executive
6. Market Research
Market researchers figure out what drives people to buy any
product.
Key tasks in market research involve collection and analysis of
market information, identification of market trends and market
segmentation.
Market researchers are applied consumer behaviouralists,
combining quantitative data with their understanding of how
markets work to better promote a product.
Market researchers use tools such as statistical analysis packages,
surveys, focus groups, new product tests, etc to help achieve success
for a product.
This field is booming and with ever-improving data capturing by
using bar code scanners, cookies on the net, etc.
Jobs in marketing research are increasingly global and call for both
a grasp of culture, of markets, and quantitative methods.
The field of market research is one of the most interesting, highest
growth occupational categories available today.
7. Careers in Market Research
Practice inside a corporation
Consulting practice as a solo practitioner
Consulting practice while teaching in academia
Consulting practice inside a large firm
Practice inside an ad agency
8. Product and Brand Management
Product managers are responsible for the marketing and
development of products. Jobs in product management are both
strategic and tactical.
Strategic because product managers are responsible for
positioning a product, assessing the competition and thinking about
the future.
Tactical because they are in the field developing appropriate
promotional campaigns, talking to reps about what customers want
and think and doing the day-to-day sales tracking that's required for
any major product category.
Product management professionals are excited about managing and
strengthening brands. They are at the vortex of company life
because their decisions directly affect the success of a business.
Product management professionals also tend to be on the leading
edge of social and Internet culture. Understanding the consumer's
mind and the connection between consumer behavior and a brand is
central to succeeding in product management jobs.
9. Product/Brand Manager
Budget
Quarterly
Region-wise allocation
New launches
Pilot
National
Execute instructions
Marketing Manager
Sales Manager
Media & Advertising agencies
Analyze Consumer & Media research reports
Promotional campaigns in consultation with marketing
Manage the sub brands
10. Retail Management
Retail is one of the largest, most dynamic parts of the world
economy.
In good economic times, jobs in the retail sector are numerous and
many entry-level positions are easy to get.
Even during economic contractions, when some retailing sectors
suffer, others--like groceries, drugstores, and discounters--continue
to thrive.
Careers in retail are people-oriented, fast-paced, and have room for
creativity.
Retailing jobs are for service-oriented, entrepreneurial profession.
The options are many including store management, buying,
merchandising and central management.
There's also the booming area of e-tailing (online retail). If you have
an interest in technology, marketing and retail, these may be the
retailing jobs for you.
11. Retail Management
Department Manager
Store Manager for a department, like clothing, accessories, home
appliances, etc.
Store Manager
Responsible for the operation and performance of one or more stores
Merchandise Manager
Responsible for selecting/buying the merchandise that a store carries
Operations Manager
Takes care of the logistics, availability of stocks, etc
13. Area Sales Manager
Entrepreneur
Manage Sales Officers, Distributors, Salesmen
Target: Managing and breaking up of targets
Allocation of resources & budget for promotions
Managing local promotions
Managing credit for distributors
Supply Chain
Order of new stock
Forecasting of sales
Coordinating consumer research
Field trips
16. ERP - Functional Consultant
ERP Implementation
Understand customer requirements
Map them to ERP standard functionality
Customize the gaps
Conduct workshops / pilot room pilots / training
Change Management
Provide industry specific expertise
19. Retail Banking
Providing banking services to individuals, small
businesses and large organizations.
Most of the jobs of financial services industry are in
this field
Banks offer a diverse basket of products today
including leasing, credit cards, insurance, mutual
funds, advisory, international finance and trade
credit.
21. Corporate Banking
Refers to financial services offered to large/wholesale clients
Traditional banking services
International transactions
Trade financing
Foreign exchange transactions
Protect firms against currency and price fluctuations
Investment Banking
Project Finance
Insurance
Advisory Services
Shareholding
Participate in the management of or own shares in companies.
26. Equity Research / Rating
Equity Research at various
Fund houses/brokerages/banks/NBFCs
Buy/Sell recommendations
Rating agencies like CRISIL, ICRA, CARE, etc
27. Insurance
Life and non Life insurance
ULIP and Term Plans
Various investment options
Regulated by IRDA
Roles
Structuring of plans
Sales and service of plans
28. Insurance
Public Sector Insurance jobs
Administrative Officers
Development Officers
Private Sector Insurance jobs
Sales & Distribution
Training & Development
Actuarial (Product Designing, Product Pricing, Customer Value
Management, Risk Management and Capital Management)
Underwriting
Markerting & Distribution
Operations
Investment Professionals
29. Investment Banking
Assist public and private corporations in raising
funds in the capital markets (both equity and debt)
Underwriting and distributing new security issues
Offering brokerage services to public & institutional
investors
Providing financial advice to corporate clients,
especially on security issues, M&A deals
30. Investment Banking
Investment Banks help companies and
governments issue securities, help investors
purchase securities, manage financial assets, trade
securities and provide financial advice.
Smaller investment banks are regionally oriented,
situated in the middle market or are specialized
boutique firms focusing on an industry vertical,
bond-trading, M&A advisory, technical analysis or
trading.
32. Project Finance
Large infrastructure projects, long term loans
Non-recourse or limited-recourse finance
Benefits can only be reaped in the longer term
Lenders are repaid only through the revenues
generated by the project itself
Involves many financiers
The initial costs very high
Complex financing method
Risks (financial, technical, environmental, political etc)
Project finance is comprised of a mix of equity and
debt
33. Treasury Management
Treasury
fund and revenue at the disposal of a commercial bank
The treasury unit
acts as the custodian of cash and other liquid assets.
The art of managing the consolidated funds of the
bank optimally and profitably within the
acceptable level of risk is called Treasury
management.
Liquidity management
Risk exposure management
Asset & liability management
34. Private Equity
Private equity refers to the activity of purchasing all or part of
the equity of companies in a private deal. It may lead to
leveraged buyout transactions, partial stake purchases in
public companies or investments in private companies. Angel
Investors, Venture Capitalists are also related careers.
The entry level job in private equity is as an analyst
(undergrad) or associate (recent MBA or masters).
You would typically be involved in a combination of four
activities:
spreadsheet analysis of the economics of a potential leveraged buyout,
sourcing of new deals through industry research and screening of
potential buyout candidates,
preparation of materials for a senior partner on a potential investment
target or company already subject to investment or
coordination of the many diligence and research items required to carry
out a transaction.
36. Human Resources
Helping an organization manage its people.
Hiring and firing, training, compensation, administering benefits and
handling the informational side of people management.
HR managers are frequently in top management roles and are critical to the
success of any company.
To excel in this role you have to be sensitive to the needs of the other
departments and see their perspective. You need to be able to see the big
picture to help sell ideas to the other functional managers and to serve
them as internal clients. You have to be able to sell HR throughout the
organization to come up with solutions that will be most effective.
This is an exciting career area that attracts people who are sensitive, big
picture, team-oriented, extroverted and honest. On the other hand, because
human resources jobs support more visible functions in the company, they
are not for people with huge egos and a strong need to be center stage.
The human resources field is changing rapidly with increasing use of
technology, training and outsourcing. A career in HR promises to keep you
busy, engaged and deeply involved in making things happen in your
company.
37. Human Resource
Recruiting and Placement Managers
Search for promising job candidates once a requirement is raised within the
company or as per hiring plan. Conduct the selection procedure: Short
listing, assessment, background check, reference check, HR interview, etc.
Also internal placement, transfers, promotions and firings.
Development and Training Specialists
Analyze, plan, develop, coordinate, and conduct training and orientation for
all levels in the organization.
Train employees in necessary job skills and for advancement.
Create training manuals, procedures, and training programs for the
organization.
Compensation specialists
Develop and administer job evaluation systems; write job descriptions;
manage wage and salary systems; design and administer incentives, stock
options, and deferred compensation; and conduct executive programs.
38. Human Resource
Benefit specialists
Provide information and counseling to employees concerning fringe benefits offered.
They also analyze benefit plan costs and effectiveness.
Employee and Labor Relations Supervisors
Establish and maintain employee-management relationships.
Employee relation specialists deal with quality of work life programs and employee
grievances; while labor relations specialists deal with union contracts, negotiate
collective bargaining agreements, and handle formal union-negotiated grievance
procedures.
Health, Safety, and Security Specialists
Develop health and safety programs; conduct safety inspections; collect accident data
and report safety records; prepare government reports; maintain contacts as needed
with government security agencies like local police and the federal Department of
Homeland Security.
Other HR Specialists
Work for private employment agencies, governmental agencies, executive search firms,
outplacement firms, RPO, HRO, consulting firms. Jobs include: human resource
information system specialist, employee assistance counselor, employee assistance
program manager, employee communications director, equal employment opportunity
representative, affirmative action coordinator, outplacement consultant.
39. How HR Spends Its Time
Source: Adapted from “How Much Time Should Your HR staff Spend on Recruiting?”
Human Resources Department Management Report, June 2000, p. 6. Figure 1–6
40. Operations Management
Operations Management is the heart of any company.
It involves the essential steps of producing/procuring goods, quality
control, quality management, managing the supply chain, facilities
management, product formulation and design, ordering of goods,
warehousing of goods, contacting vendors, purchasing of external
products.
A related discipline is Operations Research. This area involves the use
of quantitative tools such as dynamic programming to solve corporate
problems such as how to schedule arrivals of airplanes at a hub.
These positions require excellent people skills, the ability to master
processes and mechanical matters and intelligence. It is important to
be familiar with information technology, quantitative analysis, people
management and problem solving.
41. Operations Management
Operations Manager
Focused on optimizing general corporate infrastructure by monitoring and changing the
work environment, vendor selection, supply chain management, real estate and budgets.
Materials Manager
Stores a product through all phases from production to finished goods, shipping between
departments, transportation to distribution centers, warehouses, and customers.
Materials mangers must insure that the firm has the right item, at the right time, for the
right price. This holds for both good and services. For services, the emphasis is on ordering,
receiving, storing and distributing any resources required to perform the service. Jobs
include: traffic manager, warehouse manager, logistics manager, materials manager.
Purchasing Manager
Buys the goods and services, raw materials, and supplies required by the firm for its
operation. They coordinate the quantity, quality, price, and timing delivery appropriate for
the firm's needs. Jobs include: expediter, buyer, purchasing agent, purchasing manager.
Industrial Production Manager
Coordinates the activities of production departments of manufacturing firms. They are
responsible for the production scheduling, staffing, quality control, equipment operation
and maintenance, inventory control, and coordinating the unit's activities with that of the
other departments. Jobs include: line supervisor, manufacturing manager, production
planner, production manager.
42. Operations Management
Vendor Development
Search, identify, train and maintain vendors for supplying of raw
materials/components
Operations Research Analyst
Decides on the best allocation of resources within an organization or system.
Resources include time, money, people, space, and raw materials. Recommends
what project to keep and what project to drop. Jobs include: industrial engineer,
systems analyst, office manager, forecaster.
Quality Assurance Manager
Check the quality of the product at all stages and work on prevention of product
deficiencies through prevention, detection, and correction. Jobs include: quality
assurance manager, inspector, technician.
Facilities Coordinator
Designs the physical environment of a company. Work on building design,
furniture and associated equipment.
Logistics Manager
Responsible for supply chain management in a key area of the corporation.
Focused on efficiency and accuracy in receiving and shipping goods. Highly
process focused.
