Mktng n carrer


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  • Not just selling or advertising, although these are the most familiar components of marketing. Really there’s lots more to the world of marketing than you might first think! Explain the difference between selling and marketing, that advertising etc are components of marketing
  • Marketing is a concept/orientation that influences what you do, not a physical thing in itself.
  • Not always related to influencing what we buy
  • *Source: Chewing gum has become an unsightly, irritating problem in Luton Borough Council UK authorities spend an estimated 150M a year cleaning up dropped gum*. Solution: Gum Targets Encourage gum users to dispose of their gum in a fun, engaging way. Voting with your gum on controversial topics, celebrities faces we love to hate Surveyed identified the areas with greatest gum problem, combined with research into gum chewers attitudes and behaviour – situations they are most likely to drop gum
  • Explain pros and cons of each Client side Own the brands Overall strategy Has final decision Less variety Internal issues Agency Variety and experience Creative/customer service Deadline driven Frustrating clients Typically longer hours
  • Many routes but employers look for relevant experience and qualifications Explain that the Certificate is ideal for non marketing and general business graduates, the Diploma is the next step on for Marketing graduates. Can be studied part time whilst working Many employers sponsor staff
  • Many routes but employers look for relevant experience and qualifications
  • Many routes but employers look for relevant experience and qualifications
  • Cover Letters
  • Research - A key part to any interview preparation is to research the company, becoming familiar with the organisation, their culture and values. With this you can then consider the interview and selection process itself. (What is the turnover, what has been in the press, linkedin, etc, even Facebook??) First Impressions The keyword to dressing for an interview is appropriateness. Studies show that someone will have formed judgements about you within four minutes of meeting and these judgements can then inform their subsequent impressions
  • Mktng n carrer

    1. 1. Marketing What it’s all about and why it’s a great career!
    2. 2. The Chartered Institute of Marketing? Largest professional body for marketers, internationally. Founded in 1911  Aim: to help marketers throughout their careers  45,000 members  Membership, Qualifications, CPD, Training, Events
    3. 3. What I will be talking about What is Marketing really? Marketing in action Careers in marketing Getting into marketing Questions
    4. 4. What is marketing really?
    5. 5. Marketing is all of those things and more Advertising Direct Mail Event Management Branding Merchandising Promotions Research Surveys Brochures Emails Websites Questionnaires Product Development Sponsorship Public Relations (PR) Personal selling
    6. 6. Our definition The management process responsible for identifying, anticipating and satisfying customer requirements profitably.“ “ The Chartered Institute of Marketing Future sales Now Sustainable Understanding what they value Needs Responsibility of whole company
    7. 7. Changing attitudes and behaviour What we think – attitudes What we do – behaviour To generate profit or other e.g. What we buy | Who we vote for | Our lifestyle
    8. 8. Marketing in action
    9. 9. Case Study: cleaning up Luton Problem  Chewing gum litter  Expensive and difficult to clean.  Unhygienic. Unsightly Solution Gum Targets used by council Result  Est. 75,000 pieces of gum collected first year. 33% reduction in gum litter at sites  Cleaning cost reduced by 50%  Saving of 15k per annum  Positive press coverage for Luton
    10. 10. Careers In marketing
    11. 11. Why choose a career in marketing?
    12. 12. Why choose a career in marketing?  Good salary  All about understanding people  Blends Art and Science plus sector knowledge  Creative and innovative  International  Results driven  About teamwork  Fun!
    13. 13. 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…
    14. 14. 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
    15. 15. Graduate job: Marketing assistant (Client) Implements marketing projects to support the manager  Organising events  Copywriting for brochures, online and email  Customer surveys  Briefing agencies  Organising sales promotions  Public Relations  Booking or buying advertising space  Maintaining databases  Writing newsletters  Preparing PowerPoint presentations  Reporting web trends £16-26K Next job: Marketing Executive £22-40k
    16. 16. Graduate job: Account executive (Agency) Looks after a number of client accounts with support from Account manager. Often specialises 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  Organising promotions/advertising  Managing budgets £16-22K Next job: Account Manager £22-36k
    17. 17. Getting Into marketing
    18. 18. What employers want
    19. 19. 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 a CIM professional qualification such as the Professional Certificate or Professional Diploma once working.  Can be studied part time  Ask at 2nd stage interview if your employer offers sponsorship for qualifications and additional training
    20. 20. Build experience You often won’t know if it’s really for you until you have tried it! Summer placements/Internships Student brand managers – CIM Career Development Award “Try before you buy” for you and them Market yourself – create your own placement campaign! Listing at
    21. 21. Create your 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 8. Be flexible – have a plan B!
    22. 22. CV Adviceexample 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 specialises in. POSITION HELD AND WHO YOU REPORT TO Describe your role, including level of responsibility and accountability within the organisation. • 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.
    23. 23. CV Advice KEY ACHIEVEMENTS • Any further achievements. Areas where you have made a particuarlar difference to an organisation. 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.
    24. 24. 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
    25. 25. Where to look for jobs  Graduate schemes  University Careers Service  Contacts – ‘six degrees separation’  Network – CIM member events  Marketing Press  Internet -  Recruitment agencies  Marketing in disguise: Customer Insight Manager Individual Giving Manager Business Development Manager Download ‘where can I find marketing jobs sheet’ at
    26. 26. 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 – CIM qualifications Start your marketing career at