10. “Marketing at its core is about
telling a story…”
-Caroline Kim Oh, Former Brand Strategy Consultant at Prophet
11. Exit Opportunities: You’ve got options…
In addition to these career paths,
23% of marketing consultants go
on to become self-employed.
Graphic: Payscale.com
Source: Vault.com
12. If you get excited about…
Variety
Using storytelling to communicate quantitative insights
Working with and assisting other people
…you may find a career in marketing consulting rewarding
Source: Vault.com; Caroline Kim Oh
14. Marketing requires both analytical and creative thinking.
Consulting requires you to be able to collect data, extract insights,
frame the insights to solve a problem, create a story and the presence
and communication skills to influence/persuade.
Marketing Consulting requires the combination of these skills, often
in environments with imperfect information, political tension and a
significant amount of ambiguity.
-Brad White, Prophet
18. Throwing it back to 2013…
“Over the next 12 months, 82 percent of the U.S. clients surveyed …say
they won’t cut the amount they spend on outside help. And nearly half, 42
percent, plan to bring in even more consultants…
….The U.S. market for management consulting grew 8.5 percent last
year, to $39.3 billion. The fastest-growing areas: marketing and sales
(25.6 percent), operational improvement (11.3 percent), and technology
(10.1 percent).”
Source: BloomburgBusiness
29. Preparation
• Network! Network! Network!
• Brush up on those case interview skills (yay.)
• Get your story down
• Do your research
• Take advantage on McIntire’s resources
Hi everyone, thank you all for coming to our mandatory presentation. We’re MM4 and we’ll be covering management consulting as well, but with a specific focus on marketing.
Before we get started, some brief introductions…and we’ll be guiding you through some considerations with regard to a career in marketing consulting.
Before we dive in, we’d like to provide you with a little bit of context. Specifically, what exactly do marketing consultants do and how is it different than management consulting.
What’s cool about marketing consulting that it is hard to pin down an exact job description. There is so much variety in the types of tasks you might encounter. In a nutshell, marketing consultants help clients come up with solutions to problems as they relate to marketing initiatives.
It is a much more customer-centric approach. The problems they solve and the methodologies they employ are concerned more with people and how a companies activities and messaging can appeal to their needs and preferences. A marketing consultants job is to help a client leverage the channels they have available to effectively reach the right customer.
To give a brief example, one case study we read involved a firm who helped United Airlines differentiate itself from its competitors, namely American, by focusing on what made United unique…the quality of its service.
United beat out American in customer experience ratings.
With this in mind, the rest of our presentation will work to support our recommendation that…
I’ll speak about what a career in marketing consulting might look like, Kelsie will speak to what you’ll need to be successful in the field, Connor will talk about the current state of the industry with regard to employment prospects and Xinlin will talk about risks and mitigation.
We’ll then wrap up with some action steps for those of you who are convinced by what you have to say.
http://www.gcgi.info/index.php/kamran-s-blog/697-what-is-this-so-called-aspiration
Alright, so to start…aspirations. That’s me.
What I’d like to accomplish in this section is to help you all understand what a career marketing consulting offers. As we go through this section, I’d like for you to think about what your career values are and how well they align with what we’ve found.
So I’ll just cut to the chase, marketing consultants make more out of college than the average graduate. It is important to note that compensation in this field, and really marketing in general, are pretty variable. They are impacted by experience, but also the skills that you have. That’s good news for you because that means you can do things to make yourself more valuable and thus boost your earnings potential. Skills that are associated with increased compensation in this field are
Strategic marketing
Marketing management
Marketing communications
Web marketing
Branding
Just like management consulting, travel is a big component of marketing consulting.
You should see travel as an opportunity. LinkedIn is great, but going to see people in person in different parts of the country (and the world) is an excellent opportunity to expand your professional network and to learn.
Something about variety.
http://www.dl.mehrad-co.com/src/Gallery/PritablePhoto/Photo/Airplane/Airplane-09-www.mehrad-co.com(L).jpg
It’s also a great opportunity to practice your storytelling skills! I big theme throughout these presentations has been the ability to use the left brain and the right brain. Marketing consulting is all about communicating data driven insights in a way that makes sense in terms of people and that can be easily implemented by the client.
http://dzftds8z9s83c.cloudfront.net/wordpress_images/images/production/2854/show/start-a-presentation-071114.jpg?1405083428
You’re also well equipped to function in a variety of other roles because of the tools you pick up as a marketing consultant. These are all industries which are common for marketing consultants to enter. And…quote.
To wrap…
So we’ve discussed what marketing consulting offers. Now Kelsie will talk to you about what you need.
Data from quote one is from Source Information Systems survey