Career: Marketing Executive

A Day in the life of a Marketing Executive

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A marketing executive directs the marketing of a companys products or services. Marketing executives know the companys product line, historical market, potential market, media costs, media response, and budgeting issues. Marketers often have to be intimate with a number of advertising media, such as radio, television, phone solicitation, mail campaigns, and promotional events. Their most difficult task is determining how best to take advantage of any or all of them to promote their product. In addition, You have to know when to sell your own product, and when to mow down the other guys product, said one New York marketing executive. Marketing takes three basic forms: Positive marketing (the benefits of your product or service), educational marketing (developing a demand for your product by educating people about their needs, such as mouthwash marketers talking about gingivitis), and negative marketing (revealing the flaws in a competitors product). Knowing when to do which and how is both the science and art that marketing executives practice. Most marketing executives spend significant time analyzing demographics, regional sales figures, and the competition. However, more than one marketer told us that in the end, marketing is all about common sense. Many said a general approach to the industry is useless each product has one specific trait, detail or role that is unique and valuable, and all the marketing executive does is apply common sense to the promotion of that trait. Another marketer put it this way: A marketing executive has to be able to recognize unexplored potentialities that can turn a low-selling item into a large-selling item, and a largeselling item into a mega-hit. The pressure is significant, but it has one advantage: Marketers always know how theyre doing, as tracked by an increase or decrease in sales. External events may drive demand for a product in one direction or another; its the marketers job to respond to these shifts and take advantage of them. Excuses for low sales dont go over well. Marketers often work hand-in-hand with developers, advertisers, and production managers to ensure a products successful promotion. However, a number of marketers mentioned that although they are called in to consult on production decisions, such as product design, color, and even box shape, many of the decisions are made without our consent anyway. A marketer has to be creative, confident, and thick-skinned-marketing personnel get fired at an above average rate. Nevertheless, creative thinkers with the ability to analyze statistics and work out long-term logistical plans find sound homes in marketing divisions, where all their skills are needed to successfully launch a product or maintain a products sales. Paying Your Dues Marketing executives have no formal educational requirements, but most employers require a college degree. Valued courses include marketing, statistics, advertising, psychology, sociology, business, finance, economics, and history. Communication skills are very important, so any writing experience is appreciated. Marketing executives need know their product line and its unique features, so special requirements may apply for those in science, mechanical, medical, or computer-based industries. Professional education is the norm in this occupation, with many marketers attending at least two seminars or lectures a year. Certification is available from a

number of professional societies (such as the American Marketing Association and Marketing Executives International), but employers do not require it. Associated Careers

Marketing executives often are promoted to strategic planning positions. Others take their skills to advertising agencies, demographic research firms, or public relations firms. Many return to school for M.B.A.s. Upon completion of their degrees, many head up marketing departments or move into positions of management. A notable few work for consumer advocacy groups and are vocal participants in the debate over fairness in marketing and advertising.

Marketing Career Feature Marketing Executives' Jobs: More Than What They Seem by Surajit Sen Sharma ShareThis Marketing executives promote brands, products, services, and companies. They persuade people to purchase their brands or services and make sure that commodity conduits function smoothly. Marketing executives need to be creative to raise brand, product, or service awareness, and they need to be analytical to understand market segments. Marketing executives also need to be hard working and possess excellent communication skills. They often work as marketing officers or direct-marketing executives. Marketing is a result-oriented job, as the results of marketing can be quantified both clearly and quickly.

Marketing Executives' Duties Marketing executives' work usually involves:

Analyzing the market, including competitors and consumers Executing marketing strategies and campaigns + Enlarge Monitoring and arranging the distribution of promotional Marketing executives' work materials usually involves analyzing Monitoring and coordinating the production of promotional the market. materials Overseeing and implementing product distribution Attending and organizing sales promotional events and exhibitions Coordinating with and reporting to managers to carry out campaigns Acting as liaisons between the media, suppliers, and clients

Marketing Executives' Skills Marketing executives' skills include:

Excellent verbal communication Excellent written communication Ability to think outside the box and be creative Effective organizational skills Ability to plan and formulate strategies Ability to implement strategies by using or adapting tactics Ability to adjust to and work with teams Ability to drive and inspire Confidence Attention to detail Ability to work under pressure and meet deadlines Interest in and awareness of markets and financial implications Quick decision-making abilities Excellent knowledge of their companies' present and past product lines Ability to identify market segments, niches, and potential markets Thorough knowledge of competitors' products and services Ability to withstand criticism and irritated people

Marketing Executives' Working Conditions Marketing is usually done in indoors; however, marketing executives may have to travel extensively or do outdoor promotional activities as well. Since all business is about creating and supplying products and services to customers, marketing draws people from all disciplines. Though an MBA or other higher education degree is always welcome, there are no specific higher education criteria for entry-level marketing jobs. Marketing executives pride themselves more on their persuasive personalities, and the demands of the job focus more on results than on

degrees. Marketing executives have many career options. Though most try to move up to marketing management and/or positions that involve strategic planning, others transfer to fields like advertising, market research, or public relations. There are very few activities, ranging from sports to politics, that do not require efficient marketing executives' skills.