Transcript Marketing Career Workshop - Emory Goizueta Business School

BBA Career Management Center
Online Workshops
Marketing Career
Overview
Goizueta Business School
Functions of Marketing
Create a presence for a brand or product
Advertise a brand, product or position
Research who will “buy” a product and why
Analyze present and future marketing strategy
Create or run events which will add value to a product or brand
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Marketing Industry Breakdown
Marketing Industry
Advertising
Public
Relations
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Events
Research
Brand/
Product
Management
Sales
Why Marketing?
Fast-paced, stimulating, creative work environment
Challenging assignments some with significant creativity
Chance to work as a member of a team
Significant interpersonal communication with client and coworkers
Opportunity to focus and become an expert on a specific
product or service line
Opportunity to plan and execute an event or campaign
Solid foundation for subsequent corporate appointments
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What distinguishes a Job in Industry (Marketing) from I-Banking
or Consulting?
Investment Banking
Consulting
• Primary on-the-job training
Primary on-the-job training
• Work on many projects
Work on 1-2 assignments
simultaneously
• Relatively unstructured
environment
• More senior level client contact
• Less predictable lifestyle
simultaneously
Relatively unstructured
environment
More junior level client
contact
Industry
Primary on-the-job
training
Work on only one
product or project
More structured
environment
Contact with mgt. in
• Long hours
More predictable hours
• Some travel
Extended travel
Predictable hours
• Higher bonus,
Higher base salary,
Little travel
• Lower base salary
Lower bonus
Base salary will vary
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your group only
Bonus will vary
Marketing Career Options
Public Relations
Event Planning
AdvertisingAgency
Research
Sales Position
Brand/Product Manager
Sales
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Public Relations Firms
Functions of PR Employee
Develop and propose a marketing strategy for clients based on
research
Position clients based on their marketing strategy
Create relationships with the media to get publicity and write-ups
for clients
Write press releases and stories - “Smile and dial” for story
placement
Create events or promotions to support client initiatives
Serve as a “lobbyist” for the client
Work as public information agent for crisis clients
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Events
Functions of Event/Promotion/Convention/Meeting Planners
Create event plans to be presented to the client
Create event budgets
Evaluate and contract for space for the event
Work with contractors for food, decoration, entertainment, speakers…
Contract with co-sponsors or exhibitors or spokespersons
Oversee event set-up
Remain on-site to manage any unforeseen problems during the event
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Advertising Agencies
Functions of an Advertising Agency
Account Management/Project Management
Media Buying/Planning
Creative Department: Design, Writing Copy
Research
Interactive: Websites etc.
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Research
Job Responsibilities of a Marketing Researcher
Track clients’ competitors
Survey various target markets to make recommendations for
product positioning
Develop research tools and document methods
Solicit and maintain a database of research/survey participants
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Brand/Product Management
Functions of Product/Brand Managers
Responsibility for performance and market share of brand or
product
Responsibility for positioning your brand/product within its target
markets
Responsibility for packaging and quality control for the brand
Work with advertising agencies/PR firms to advertise and promote
the brand/product
Analyze data regarding customers, budgets, etc for the
brand/product
Oversee roll-out
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Sales
Functions of a Sales Representative
Responsibility for achieving monthly, quarterly, and yearly sales
goals
Responsibility for sales by region or product category
Prospect for new customers
Develop product proposals of future plans for customers
Maintain relationships with current customers and upsell if
possible
Retain customers through superior customer relations
Become an expert regarding the product you sell
Direct career toward gaining a position in sales management or
brand/product management
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What makes a good Marketing
Candidate?
Skills
Intelligence
Ability to learn quickly
Analytical ability
Precision and accuracy in
work
Strong interpersonal skills
Creativity
Quantitative ability
Ability to work as a part of a
team
Time Management
Self-starter
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Personality
Energetic, hardworking
Outgoing, personable
Self-motivated, tenacious
Reliable
Mature, committed
Enthusiastic
Flexibility
Hiring Process for Marketing
Resumes Review
Screening interviews (either on campus or in their offices)
Call-backs (either on campus or in their offices)
Optional additional site visit
Offers extended
This process for many marketing jobs does not begin until the spring
semester.
Spend your fall researching and contacting companies you would like to
speak with who are not visiting campus in the fall semester.
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