Marketing as a Career Choice

By Denise L. Ohler, Ed.D.

Associate Dean for Enrollment Management &

Retention/Director, Career Services

Edinboro University of Pennsylvania

 

Think about your recent purchase of a car, an outfit or electronic equipment. What prompted you to consider the item? What influenced your final selection? Virtually anything that can be promoted or sold - service or product - is the work of the marketing professional.

Marketing is a sub area of business related to advertising and sales. It involves marketing research, marketing strategy, sales, promotion, pricing, product development and public relations. Marketing managers develop the organization's detailed marketing strategy with the help of specialists, including product development managers and market research managers. They determine demand for products and services offered by the firm and its competitors and identify potential consumers and markets. Marketing managers develop pricing strategies in order to maximize the firm's share of the market and profit while ensuring consumer satisfaction. They monitor trends that indicate the need for new products or services and oversee product development.

A key ability in marketing is to create new ways to present information to attract people's attention. Communication skills, oral and written, that can influence opinions are important, as are high energy, and good interpersonal and computer skills. Most marketing personnel like to work in groups and organizations. They are people- and results-oriented. Benefits include good salary, variety of work, opportunity for self-expression, use of intellectual curiosity, and challenge.

Marketing professionals can be found in virtually every business area, including retail establishments, service industries, banks and financial institutions, insurance agencies, pharmaceutical companies, consumer product companies, and manufacturers. Strategies that increase potential for success in marketing careers include: 1) acquiring good computer and statistical skills; 2) obtaining sales experience; 3) developing excellent communication skills and high energy level; 4) getting leadership experience; 5) gaining experience through co-op program or internship; and 6) planning on earning the MBA for most brand management, consulting and research opportunities.

Marketing careers include sales/management, retailing, advertising, planning/research, and brand/product management. Some of the representative job titles include: cashiers, counter and rental clerks; demonstrators, product promoters, and models; insurance sales agents; manufacturers' and wholesale sales representatives; real estate agents and brokers; retail salespersons; retail sales worker supervisors and managers; securities, commodities, financial aid services sales representatives; service sales representatives; and travel agents.

The marketing manager requires a college degree in almost any major. Some employers prefer a bachelor's or master's degree in business administration with an emphasis in marketing. Most people enter these jobs after acquiring experience in related positions. Marketing managers often have high earnings but travel and long hours, including evenings and weekends, are common. Employment is projected to increase rapidly, with intense competition for jobs. Employment is expected to grow much faster especially in business services industries, such as computer and data processing.

Salaries tend to be higher than the average of all college graduates, and salary increases are generally consistent and significant. Starting salaries for marketing majors nationwide averaged $31,900 in 1998. However, because of the importance and high visibility of their jobs, marketing managers often advance to higher ranks and corresponding salaries. Well-trained, experienced and successful managers are often promoted to top executives in their own or other firms. Those with sufficient capital might open their own businesses.