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Marketing, advertising and PR
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Marketing management: graduate area of work

Marketing managers aim to maximise profits through the development of sales strategies that match customer requirements.

Almost every organisation including companies, manufacturers, retailers, industries, local authorities and charities requires marketing personnel. Marketing executives work closely with other employees such as advertising, market research, production, sales and distribution staff. They are responsible for:

  • analysing and investigating price, demand and competition
  • devising and presenting ideas/strategies
  • promotional activities
  • compiling and distributing financial and statistical information
  • writing reports
  • monitoring performance

The work can be pressurised and tiring, particularly during new product launches. Opportunities for promotion are excellent - normally into senior marketing roles or related employment areas.

What's required

There is strong competition for vacancies and graduate training scheme places are highly sought after. Employers prefer graduates with a degree or postgraduate qualification in a relevant subject such as mathematics, statistics, economics, business or marketing. Some jobs, particularly those in industrial marketing, necessitate a scientific or technical background.

Potential employees should have plenty of energy, good teamwork and communication skills, adaptability, creativity and commercial awareness. Numerical and IT skills are particularly important. Maturity can be a disadvantage with most people entering the profession in their early/mid twenties.

Relevant paid or voluntary work experience can be beneficial. This can be gained in any commercial area which requires contact with customers or the general public. Larger employers also run vacation courses and placements which can give a useful insight into the profession.

Where to find out more

Vacancies are advertised in careers services, national newspapers and relevant publications such as Campaign, Marketing and Marketing Week. Early applications for graduate training schemes are advisable during the first term of your final year. It is also worth making speculative applications.

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