Transcript Marketing Careers Overview

CAUTION :
This presentation is incomplete
without extensive oral elaboration
MARKETING CAREERS
One Person’s View
Ken Homa
© K.E. Homa 2000
Caveats & Disclaimers
• Mature, uncensored subject matter
… viewer discretion advised !
• Not necessarily the views of any
organization, formal or ad hoc
• No warranty, expressed or implied
© K.E. Homa 2000
MARKETING CAREERS
© K.E. Homa 2000
Marketing
Career Options
• Strategic planning
• Marketing consulting
• Brand & product management
• Market Research
• Advertising & PR
© K.E. Homa 2000
Marketing
Alternative Entry Points
• Join a “blue chip”
…Learn the success formula
…Acquire the credential
• Find a “special” situation
…New marketing thrust
…Smaller company
…Turnaround situation
© K.E. Homa 2000
Marketing
The Good Side
• Interesting mix of quant & qualitative
…Analysis & relationships
…Strategy & tactics
…Directions & details
• High impact in most businesses
• High end-product fulfillment
…See the results, sometimes immediately
• High visibility within organizations
© K.E. Homa 2000
Marketing
The Dark Side
• Accountability often exceeds authority
• Career paths well-defined, but slow
• Tough to cross-over functionally
• “Prestige” still not universal
• Structured processes (some companies)
Very company and situation-specific
© K.E. Homa 2000
Marketing
Ken’s P.O.V.
• Broadly defined, marketing is both
interesting & impactful
• Degree of structure is a matter of choice
• Logical route to general management
© K.E. Homa 2000
Marketing
What Does VP-Mktg Do ?
• Strategic management
…Brand policy, product plans, channel mgt.
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© K.E. Homa 2000
Communications, internal & external
Peer-level functional coordination
Key account relationships
Resource allocation (HR & $$$)
Organization development
Contentious decisions