Business Studies

Week 06
What is business marketing and management?
Business marketing and management is a broad field that allows students to pursue an education
that prepares them for employment in managerial, marketing, and sales roles within technology,
retail, education, government, and business sectors.

Marketing executive: job description

Marketing executives aim to maximize profits through developing sales strategies that match

customer requirements and by promoting products, services or ideas.

Marketing executives develop and oversee marketing campaigns to promote products and
services. The role of a marketing executive can encompass creative, analytical, digital, commercial
and administrative responsibilities. The details of the role will vary depending on the type and size
of employer, as well as the industry. Executives are likely to work closely with other employees in
areas such as advertising, market research, production, sales and distribution.

Key responsibilities

Marketing executives oversee many aspects of a campaign throughout the entire lifespan of a
product, service or idea. As such executives are likely to have a great deal of responsibility early on
and will be required to manage their time and duties themselves. These responsibilities can
include:

 Overseeing and developing marketing campaigns

 Conducting research and analyzing data to identify and define audiences
 Devising and presenting ideas and strategies
 Promotional activities
 Compiling and distributing financial and statistical information
 Writing and proofreading creative copy
 Maintaining websites and looking at data analytics
 Organizing events and product exhibitions
 Updating databases and using a customer relationship management (crm) system
 Coordinating internal marketing and an organization’s culture
 Monitoring performance
 Managing campaigns on social media.

Depending on the size and type of employer, a marketing executive may or may not be an entry-
level or graduate role. Graduates are likely to join a small- and medium-sized enterprise (SME) as
an executive. At larger organizations, executives may work closely with more junior marketing
assistants and marketing coordinators. The majority of marketing-specific graduate schemes will
also hire graduates into an executive role.
Digital and online marketing

The role will typically also involve a great deal of digital and online marketing work, as employers
will typically operate a website and social media accounts. As such, executives may need to look at
analytics and come up with appropriate courses of action, produce written and multimedia
content and manage pay-per-click (PPC) and programmatic advertising. As such having a familiarity
with and knowledge of digital and online marketing methods is beneficial.
Salaries, working life and promotion

Opportunities for promotion are excellent – normally into senior marketing roles, such as senior
marketing executive, marketing manager or marketing director. Executives can also move to more
specialized roles such as SEO manager, PPC (pay-per-click) manager or digital content manager.  
Marketing executives typically work a standard ‘nine-to-five’ day, although they may occasionally
be required to work out of hours on larger projects or to attend events. Starting salaries can range
from around £17,000–£21,000 and, on average, senior marketing executives earn salaries in the
range of £31,343–£41,957. Private sector employers are likely to offer higher salaries than public
sector organizations, with the highest salaries being found in the gaming/gambling, utilities,
telecommunications/IT, consumer electronics and FMCG sectors. (Statistics according to the
2017 Marketing Week Careers and Salary Survey).

Typical employers of marketing executives

 Companies
 Manufacturers
 Retailers
 Industries
 Governments and local authorities
 Charities

There are many industries in which organizations will need to promote their products or services
to an audiences. These can be in either the public or private sectors, or for charities. Marketing
executives can work at dedicated marketing agencies, where work will be done for external clients,
or at in-house marketing departments within larger organizations.
Vacancies are advertised by TARGET jobs, careers services, national newspapers and relevant
publications such as Campaign, Marketing and Marketing Week and their respective websites.
Speculative applications can be effective as some opportunities may not be advertised. 

Qualifications and training required

There are routes into marketing for both university graduates and school leavers.
Typically marketing opportunities are open to graduates from any degree discipline. However, a
degree or postgraduate qualification in a subject such as marketing, economics, business, statistics
or sociology may be beneficial or preferred by employers. Some jobs, particularly those in
industrial marketing, require a scientific or technical background. Membership and professional
qualifications offered by professional bodies, such as The Chartered Institute of Marketing (CIM) or
The Institute of Direct and Digital Marketing (IDM), may also be useful in securing a graduate job.
 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.

Employers will also be looking for experience from part-time work or extracurricular activities that
demonstrate customer interaction and communication skills. Examples of include being a student
ambassador during a university open day, ‘street teaming’ or other promotions work, telesales
work and working in retail.  To find out how to get into marketing via a school leaver route, visit
the business section of TARGET careers, our website aimed at school leavers.
Key skills for marketing executives

 Good teamwork skills

 Communication skills and networking ability
 Adaptability
 Strong attention to detail
 Good organization and planning skills
 Creativity and writing skills
 Commercial awareness
 Numerical skills
 IT skills

Why study Business, Management & Marketing?

 Gain the practical skills for success with the Hudders field Business School Placement Unit, which
won Best University Placement Service at the NUE awards in 2017
 Benefit from career-focused, professionally accredited degrees with a high graduate employment
rate
 Engage with local businesses, employers, and University departments for networking opportunities
before even starting your undergraduate degree.

Modules

You will continue to develop your skills with a range of core and subject-specific modules, designed
to ensure you progress to the University with the skills you need to succeed. 

Save time and progress smoothly to the University with the new combined visa. The visa covers
the duration of your studies at both the International Study Centre and the University of
Huddersfield.

 No need to return home to apply for a new visa between your International Year One and chosen
undergraduate degree
 Over 30 alternatives to IELTS accepted as proof of your English language level
 Allows you to work up to 20 hours per week, enhancing CV and graduate prospects
 Suitable for students who have previously studied academic subjects in the UK
 Gives you the opportunity to travel and explore the UK between courses.
Is Business Management related to marketing?
 Business marketing focuses on promoting a company's brand, services and/or products to
consumers. Business management involves the day-to-day running of a department or
organization.

Is marketing a business major?

 Marketing finds a need consumers have and creates products or services to satisfy that
need, all while promoting the mission of the brand or organization. Marketing majors are
either part of an institution's communications or business school, and curricula include
more than just business practices.
Is marketing and business the same?
 Business development is all about creating relationships.

Marketing and public relations people tend to be creative. They're usually good storytellers
and know how to develop a message through a brand look and compelling marketing
messages. ... Business development people are actually selling.
What do marketing managers do?
 Marketing managers are responsible for developing, implementing and executing strategic
marketing plans for an entire organization (or lines of business and brands within an
organization) in order to attract potential customers and retain existing ones.