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A Career in Marketing

© Archana Khambekar

The objective of a business enterprise is to maximize profits through effective marketing of products or services. In order to meet this goal an organization needs to:

1. Determine the demand for its products or services
2. Identify prospective consumers
3. Set a competitive price for its products
4. Promote and distribute its goods or services
5. Ensure customer satisfaction.

Marketing professionals perform and co-ordinate these activities often working hand-in-hand with product developers, advertisers, and production managers. They also monitor changing customer preferences and potential needs for new products, which are vital to the future growth of a business.

These multiple facets of marketing open up a variety of career options ranging from market research, brand management, e-marketing, promotion specialists, sales management to international marketing to name a few. With employment projected to increase faster than the average of all occupations through the year 2006 (source: Occupational Outlook Handbook.), it is a rapidly growing field. Employment opportunities are available in marketing and advertising companies, management firms, businesses dealing in consumer goods or industrial products, service industries and public agencies. These are some examples of entry-level positions in the varied job tracks in marketing. A Sales Rep disseminates product information to people or businesses, often on a one-on-one basis, to sell them the product. A Market Analyst gathers and analyzes data on past sales, consumers buying habits, appeal of products and also evaluates the competitors. A Brand Assistant is involved in the development and marketing of a particular brand or product.

Marketing can be a suitable career choice for graduates from diverse educational backgrounds. However some employers prefer a bachelor's or masters degree in business administration with a major in marketing. For positions in highly technical industries, such as computers and electronics, a bachelor's degree in engineering or computer science combined with an MBA could be a requisite. Proficiency in computer applications such as word-processing, presentation software and database management systems is a desired skill for marketing jobs in other industries too. But above all there are some necessary attributes to succeed in this profession as listed below:

• Excellent communication skills, both verbal and written
• Creativity and good presentation skills
• Ability to establish and maintain relationships with clients and within the company
• Tact and good judgment
• Self-motivation
• Being result oriented
• Ability to perform under stress.

A willingness to put in long hours including evenings and weekends and to travel frequently are the demands of this line of work. But the hard work pays off with attractive bonuses or commissions over and above the salaries. A marketing career can also provide an opportunity for personal growth as many firms encourage employee participation in training programs and seminars, held by professional societies. Some organizations offer part or full reimbursement to employees who have successfully completed continuing education courses at local colleges or marketing related associations.

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