Transcript chapter 23
1 CHAPTER 23 PLANNING YOUR FUTURE IN MARKETING 23-1 Benefits of a Marketing Career 23-2 Employment Levels in Marketing 23-3 Marketing Education and Career Paths 23-4 Beginning Career Planning Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 2 ©IBM: CREATED BY OGILVY & MATHER, NY; PHOTOGRAPHY: CHRISTIAN STOLL/BRANSCH/NEW YORK. USED BY PERMISSION. Focus Questions: What products do you think of when you see the name IBM? In the past, IBM was a world leader in computer hardware and software. Today it emphasizes how its employees can help other businesses. Based on this ad, how does IBM want to help its customers? What does it want customers to think about when it asks, “What makes you special?” Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 3 23-1 BENEFITS OF A MARKETING CAREER GOALS Identify the impact of marketing careers on the economy. Describe the benefits of choosing a marketing career. Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 4 The Importance of Marketing Careers Marketing and business opportunities Marketing jobs improve the economy Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 5 Why Choose A Marketing Career? Benefits of working in marketing Many choices Interesting work Financially rewarding Stable employment Career paths Career planning Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 6 23-2 EMPLOYMENT LEVELS IN MARKETING GOALS Identify the five employment levels for marketing jobs. Describe the skills needed to progress through the marketing employment levels. Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 7 Progressing through Marketing Jobs Completing Career Planning Career area Career path Career plan Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 8 Employment Levels in Marketing Executive/Owner Supervisor/Manager Specialist Career Entry (prerequisite) Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 9 Skills for Marketing Success Foundational skills Business principles Interpersonal and basic work skills Academic preparation Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 10 Skills for Marketing Success Marketing functions Market Planning Product and Service Management Pricing Promotion Selling Distribution Marketing-Information Management Financing Risk Management Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 11 23-3 MARKETING EDUCATION AND CAREER PATHS GOALS Describe the importance of marketing education. Identify non-management and management career paths in marketing. Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 12 The Benefits of Marketing Education What is marketing education? High school marketing education Marketing education program Community college programs College study Lifelong learning Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 13 Choosing a Career Path Moving into management Non-management marketing careers Career paths in marketing Industry paths Marketing function paths Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 14 23-4 BEGINNING CAREER PLANNING GOALS Describe the steps in preparing a career plan. Discuss how to successfully apply for a job. Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 15 Choices and Decisions Combining education and experience Developing a career plan Chapter 23 MARKETING © 2009 South-Western, Cengage Learning 16 Obtaining the Job You Want Preparing a career portfolio Applying for the job you want Identify jobs Make a career match Complete application materials Complete a successful interview The decision Chapter 23 MARKETING © 2009 South-Western, Cengage Learning