Transcript Career Options: Management/Marketing

JOBTALKS
Career Options in
Marketing and
Management
Indiana University
Kelley School of Business
C. Randall Powell, Ph.D
Contents used in this presentation are adapted from Career Planning Strategies
and used with the permission of the author.
Career Options in
Management and
Marketing
Starting a Job Search
Consider credentials you have to offer
employers
Your resume is an important part of
understanding what you have to offer
employers
 Follow-up with a review of what your
career options are

What do you really want to do?
Multiple Options to Explore
To aid in exploring job options, try a
functional management approach
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Management Assumption
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Because you hold a college degree, you
might strive for a management or
administrative opportunity
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Functional Approach
Senior Manager, Top Executive?... Where do
you start?
 Break management down. What will you be
managing?
OPERATIONS
 Three basic
functions will
FINANCE
be done in nearly
all work environments
MARKETING
Marketing and Management
Careers
This presentation focuses on:
Careers closely related to the management
and marketing functions
 Related fields such as public relations,
personnel, international assignments

Marketing and Management
Thousands start careers in Marketing and
Management each year
 Where you start depends upon prior work
experience and academic background
 This presentation will aid in your
exploration in marketing,
management and related areas

Marketing Careers
Sales Representative
Account Executive
Manufacturing Representative
Store Manager

Marketing Careers
Branch Manager
Product Manager
Buyer
Market Researcher
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MARKETING
Selling product/service to a user
 Encompasses all employment sectors
 Most professional jobs involve marketing
 World runs on commerce and trade

Key Fields In Marketing
Distribution Channels
Wholesale
Retail Stores
Mail Order
Direct Sales
Product/Services
Consumer (personnel)
Industrial (engines)
Commercial (computers)
Financial (stocks)
Intangibles (insurance)
Services (healthcare)
FREQUENTLY LISTED JOB OPENINGS
Store Management
Merchandise Buying
Advertising
Market Research
Sales Representative
Thousands of titles but related to these five
Qualification For Marketing
Usually no special major required
Communication abilities
Supervisory potential
Marketing Qualifications
No experience necessary
Training programs
No universal set of personal qualities
Many types of personalities
SALES
Account Executive
Customer Engineer
Vice President
Sales Person
Account Manager
Service Representative
Customer Service
Sales Support
Special Agent
Sales Manager
Calling Officer
Field Engineer
Sales Management
Requires daily customer contact
Must have public relations orientation
Interface between two parties
Marketing Management Aspirants
Solid
foundation
Learn employer/customers
problems/concerns
Learn product/service
Spend time in sales
Begin in entry level position
SALES MANAGEMENT
TRAINING PROGRAMS
Home office orientation
Field training (O.J.T.)
Night study
Weekly seminars
"Thornton, it's your baby...nurture
it, feed it, caress it, love it,
cuddle it, care for it, respect it,
and above all, SELL IT!"
Sales
Management
Compensation
benefits
automobile
salary
expenses
Sales Management
Compensation
results tied to
salary growth
Sales/Marketing Travel
Comes with the territory!
Sales/Marketing Advancement
Vice President
Geographical or Product Director
Staff/Analyst/Assistant to
Manager
Sales
THE DOMESTIC SALES ORGANIZATION
USA Vice President
Advertising
5000 people
2000 people
1000 people
100 people
20 people
5 people
1 person
National
Central region
Regional
District
Branch
Supervisor
Representative
Market research
50 states
15 states
3 states
1 state
Major city
Territory
Organized geographically and/or by product group
Retailing
Objective:
Get customers into the store
Selling to the customer
RETAILING
sell product/service to public
Merchandise
soft goods
hard goods
food/drugs
service
RETAIL CHANNELS
Opportunities in four Channels of Distribution
Retail Channels
department store
national chain
discount store
specialty shops
Retailing Promotion Path
MANAGEMENT
store mgr.
staff
dept. mgr.
asst. dept.
BUYING
executive
buyer
sales mgr.
asst. buyer
BUYER STEREOTYPE
Retailing Compensation
Competitive salary - initially
Above average - later
RETAIL MYTHS
Stereotypes not always true
low pay
long hours
hectic days
female dominated
Retailing
Receive:
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Training
experience
contacts
Go into business
for yourself
ADVERTISING AGENTS
Agencies
DDB Needham
FCB Advertising
J. Walter Thompson
Leo Burnett
Advertising
Media
Newspapers
Magazines
Brochures
Radio
Television
Billboards
Web
agencies produce materials
Internal Departments
media selection
creative
services
operations
account mgmt.
Advertising
Agency
Organization
ADVERTISING FUNCTION
copywriting and editing
art and layout
production
sales
specialists and experts in each department
MARKETING RESEARCH
Data collection
Market analysis
Recommendation
Forecasting
Investigate
Evaluate
Solve
Predict
Ad agencies and specialized firms
MARKETING RESEARCH
Statisticians
Programmers
Analysts
Researchers
MARKET RESEARCH INC.
"Actually, we much
prefer `Random Sample
of Potential Customers'
to `Guinea Pigs'."
Advertising Job Prospects
Many more candidates than jobs
Successful employment requires
1. An aggressive job campaign
2. A good network of professional peers
Advertising Compensation
8
$
6
4
2
0
Time
Advertising Locations
small firms everywhere
metro areas concentrated
Product/Brand Management
Skills Required:
Analytical and Quantitative
Communication
Interpersonal
Organization/Planning
Product Management
Career Path
President
Exec. Vice Pres.
Group Vice President
Vice President
Marketing Director
Group Product Manager
Product Manager
Asst./Assoc. Product Manager (2-3 years)
Marketing Asst./Asst.. Product Manager (1-2 years)
Sales Assistant
Marketing Overview
Thousands Of Opportunities
All Academic Disciplines
Little Or No Experience
Broad Overview
Explore In More Depth
MANAGEMENT TRAINING PROGRAMS
development oriented
rotational
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General
Manager
MANAGEMENT TRAINING PROGRAMS
Trend Downward
Offered By Very Few Employers
After 3 To 6 Months:
Production Supervision
Accounting Or Finance
Sales
MANAGEMENT TRAINING
PROGRAMS
Advantages
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Broad training
Exposure
Career decision test
MANAGEMENT TRAINING
PROGRAMS
Disadvantages
Make-work assignments
Temporary nature
Little commitment
Few mentor possibilities
MANAGEMENT TRAINING PROGRAMS
outlook
Offered by selected industries
Offered by smaller organizations
No strong trends
Functional orientation is most common
MANAGEMENT TRAINING PROGRAMS
Industries using concept:
Retailing
Transportation
Insurance
Banking
Government
ADMINISTRATIVE ASSISTANT
Personal Qualities:
Enjoys Working Behind A Desk
Usually Do Not Involve Daily Mobility
Analytical Mind/Projects
Record Keeping
PC Orientation
Good At Details
Patient Problem Solver
Orderly Person
Human Resource Departments
Typical Job Titles
Employment Manager
Labor Specialists
College Relations Manager
V.P. Human Relations
Training Specialists
Personnel Manager
Safety Consultant
Social Security Specialists
Benefits Administrator
Personnel Management
Job Titles
Contract Administrator
Communications Director
Compensation Manager
Corporate Affairs Specialist
Erisa-Pension Manager
Insurance Administrator
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Personnel
HUMAN RESOURCE MANAGEMENT
FUNCTIONS
Employment
Services
Training
Labor Relations
Compensation
Compliance
Technical expertise required
Personnel Advancement
Vice President
Personnel manager
Plant Personnel
Manager
Staff Level Assistant
Trainee
Units
Personnel Advancement
Corporate
Division Level
Department Manager
Plant/Office
Responsibility Levels
Personnel Compensation

Staff function overhead
 Based on performance
 Intrinsic rewards
Personnel Outlook
Depends on:
Academic credentials
Legal knowledge
Technical expertise
Supply/demand
Transfers
Public Relations
Flashy
Character
Glad Hand
False
Images
Sales
Eliminate Myths
Public Relations
Government Relations
Publications Coord.
Trade Show Manager
Display Specialist
Speech Writer
Writer
Lobbyist
Photographer
Public Relations
Expertise Needed In:
Writing News Releases
P-R Appearance
T.V. Personality
Speech Writing
Copy Writing
Photography
Lay Out
Editing
PUBLIC RELATIONS
JOB OUTLOOK
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Media Employment
Strong Credentials Essential
Limited Job Openings
International Jobs
Interest in Foreign Nationals
Not Hired Directly
Moved Later
International Experts
Recruit International Experts
18-24 Months Assignment
Language Helpful
Language and Cultural Training
Request Transfer to International
Consulting
Types of Consulting:
Compensation/Benefits
 Strategy only
 MIS
 Operations
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Consulting
Skills:
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Conceptual and analytical
Interpersonal
Quantitative
Communication (oral & written)
Organizational
Technical
Typical Career Path
Associate or Consultant (2-3 years)
Senior Associate (1-2 years)
Manager or Principal (2-4 years)
Vice President or Partner
Total Career Exploration
Can't cover ALL aspects
Get a broad overview
If you would like to
learn more, Career
Planning Strategies
textbook will supply
additional information
on this topic.