Marketing
What it’s all about and
why it’s a great career!
www.getin2marketing.com
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
www.getin2marketing.com
What I will be talking about
 What is Marketing really?
 Marketing in action
 Careers in marketing
 Getting into marketing
 Questions
What is
marketing
really?
www.getin2marketing.com
Marketing is all of those things and more
Advertising
Emails
Research
Merchandising
Direct Mail
Surveys
Event Management
Public Relations (PR)
Product Development
Websites
Sponsorship
Questionnaires
Promotions
Branding
Brochures
Personal selling
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Our definition
Future sales
“
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Responsibility
of whole
company
The management process responsible for
identifying, anticipating and satisfying
customer requirements profitably.
Understanding
what they
value
Now
Needs
Sustainable
The Chartered Institute of Marketing
www.getin2marketing.com
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
Marketing
in action
www.getin2marketing.com
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
Careers
In marketing
www.getin2marketing.com
Why choose a career in marketing?
www.getin2marketing.com
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!
www.getin2marketing.com
How much will I get paid?
Basic Salary by job role*
Senior Clerical/Admin
Graduate/Supervisor
Junior Manager
Middle Manager
Senior Manager
Head of function
Director
*CIM Croner Rewards Survey, 2011
£20,000
£24,000
£28,500
£35,129
£43,817
£57,000
£72,100
£72,100
Av. Salary of a
Marketing director*
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Marketing functions and sectors
Functions
Sectors
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Advertising
Public relations
Direct Marketing
Product management
Market Research
Events
Campaign management
Digital marketing
Sales promotion
Branding
Customer service
Arts and Drama
Not for profit Charities
Consumer goods
Publishing
Industrial
Recruitment and search
Property
Professional services
Fashion
Restaurant marketing
And many more…
www.getin2marketing.com
What sort of company might you work for?
Client side
Agency
Own the product or service
In-house marketing team
Hire agency for specialist skill
Provide service to client
Many clients to service
Creative or specialist services
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Marketing Assistant
Marketing Executive
Marketing Director
DM Campaign Manager
Research Manager
Events manager
Web manager
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Account Executive
Account Director
Account Planner
Copywriter
Creative director
Business development
Media planner/buyer
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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
www.getin2marketing.com
Graduate job: Account executive (Agency)
Looks after a number of client accounts with support from Account
manager. Often specialises e.g. Public Relations
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Meeting clients
Establishing project requirements
Writing marketing plans
Recommending activities
Updating clients
Briefing creative team
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Assisting on business pitches
Ensuring deadlines are met
Organising promotions/advertising
Managing budgets
£16-22K
Next job: Account Manager £22-36k
Getting
Into marketing
www.getin2marketing.com
What employers want
Qualifications
Relevant
Experience
Aptitude
www.getin2marketing.com
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
www.getin2marketing.com
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 www.getin2marketing.com
www.getin2marketing.com
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 ...network
8. Be flexible – have a plan B!
www.getin2marketing.com
example content
CV Advice
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.
www.getin2marketing.com
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.
www.getin2marketing.com
Advice for Interviews
Research
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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:
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Why do you want the job?
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Why are you the most suitable applicant?
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What have you gained from your employment/qualifications/extra-curricular activities?
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What prompted you to make the career decisions you have made?
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What was your worst or best decision?
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What did you learn about yourself when…?
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What would you identify as your main strengths/weaknesses?
First Impressions
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Dress – appropriateness
Building rapport
Eye Contact
Be Prepared
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Unpredictable Questions
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Why are Manhole covers round?
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How many tennis balls could you fit in a 747 jumbo jet?
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If you were a type of food, what type of food would you be?
Ask Questions
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Where to look for jobs
 Graduate schemes
 University Careers Service
 Contacts – ‘six degrees separation’
 Network – CIM member events
 Marketing Press
 Internet - www.getin2marketing.com
 Recruitment agencies
 Marketing in disguise:
Customer Insight Manager
Individual Giving Manager
Business Development Manager
Download ‘where can I find marketing jobs sheet’ at getin2marketing.com
www.getin2marketing.com
Getin2marketing.com
Free marketing careers website
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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 getin2marketing.com
www.getin2marketing.com
Get involved
Register as a guest
www.cim.co.uk/join
• Enewsletters
• Event eshots
Take part in The Pitch
www.cim.co.uk/thepitch
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