Marketing: What It's All About and Why It's A Great Career!

e f o r S tudents
A gui d hartered
T h e C
from Marketin
g
i tut e o f
Inst
Marketing
What it’s all about and
why it’s a great career!
www.getin2marketing.com
The Chartered Institute of Marketing?

Largest professional body for marketers, internationally.
Founded in 1911
 Aim: to help marketers throughout their careers

 45,000 members
 Membership, Qualifications, CPD, Training, Events
What I will be talking about
 What is Marketing really?

 Marketing in action
 Careers in marketing
 Getting into marketing
 Questions
What is
marketing
really?
Marketing is all of those things and more

Emails Advertising Merchandising
Research Direct Mail
Surveys
Event Management
Public Relations (PR)

Product Development
Websites Questionnaires
Branding
Brochures
Sponsorship Promotions
Personal selling
Our definition
Responsibility
of whole Future sales
“
company
The management process responsible for

identifying, anticipating and satisfying
“ Now
customer requirements profitably.
Understanding
what they Needs
Sustainable
value
The Chartered Institute of Marketing
Changing attitudes and behaviour
What we think – attitudes What we do – behaviour
To generate profit or other
e.g. What we buy | Who we vote for | Our lifestyle

Marketing
in action
Case Study: cleaning up Luton

Problem
 Chewing gum litter
 Expensive and difficult to clean.
 Unhygienic. Unsightly
Solution
Gum Targets used by council
Result
 Est. 75,000 pieces of gum collected first
year. 33% reduction in gum litter at sites
 Cleaning cost reduced by 50%
 Saving of 15k per annum
 Positive press coverage for Luton
Careers
In marketing
Why choose a career in marketing?

Why choose a career in marketing?
 Good salary
 All about understanding people
 Blends Art and Science plus sector
knowledge
 Creative and innovative
 International
 Results driven
 About teamwork
 Fun!
How much will I get paid?
Basic Salary by job role*
Senior Clerical/Admin £20,000

Graduate/Supervisor £24,000
Junior Manager £28,500
Middle Manager £35,129
Senior Manager £43,817
Head of function £57,000 £72,100
Director £72,100 Av. Salary of a
Marketing director*
*CIM Croner Rewards Survey, 2011

Marketing functions and sectors
Functions Sectors
 Advertising  Arts and Drama
 Public relations  Not for profit Charities
 Direct Marketing  Consumer goods
 Product management  Publishing
 Market Research  Industrial
 Events  Recruitment and search
 Campaign management  Property
 Digital marketing  Professional services
 Sales promotion  Fashion
 Branding  Restaurant marketing
 Customer service  And many more…
What sort of company might you work for?
Client side Agency

Own the product or service Provide service to client
In-house marketing team Many clients to service
Hire agency for specialist skill Creative or specialist services
 Marketing Assistant  Account Executive

 Marketing Executive  Account Director
 Marketing Director  Account Planner
 DM Campaign Manager  Copywriter
 Research Manager  Creative director
 Events manager  Business development
 Web manager  Media planner/buyer
Graduate job: Marketing assistant (Client)
Implements marketing projects to support the manager
 Organising events  Booking or buying advertising

 Copywriting for brochures, online space
and email  Maintaining databases
 Customer surveys  Writing newsletters
 Briefing agencies  Preparing PowerPoint
 Organising sales promotions presentations
 Public Relations  Reporting web trends
£16-26K
Next job: Marketing Executive £22-40k
Graduate job: Account executive (Agency)
Looks after a number of client accounts with support from Account

manager. Often specialises e.g. Public Relations
 Meeting clients  Assisting on business pitches

 Establishing project requirements  Ensuring deadlines are met
 Writing marketing plans  Organising promotions/advertising
 Recommending activities  Managing budgets
 Updating clients
 Briefing creative team
£16-22K
Next job: Account Manager £22-36k
Getting
Into marketing
What employers want

Get qualified
 Work hard to get a good 1st or 2nd degree!
 Identify the areas of your degree relevant to a marketing role
 Think about a CIM professional qualification such as the
Professional Certificate or Professional Diploma once working.
 Can be studied part time
 Ask at 2nd stage interview if your
employer offers sponsorship for
qualifications and additional training
Build experience
You often won’t know if it’s really for you until you have tried it!
Summer placements/Internships
Student brand managers – CIM Career Development Award
“Try before you buy” for you and them
Market yourself – create your own placement campaign!
Listing at www.getin2marketing.com
Create your marketing plan

1. Identify an area of marketing that might suit you
2. Research potential employers. Put yourself in their shoes – why
would they want to employ you?
3. Undertake a skills audit, develop a Personal Marketing Plan (PMP),
and start to build your C.V.
4. Holes in your raft? – plug the gaps!
5. Gain work experience in a marketing role
6. Hone the personal skills
7. Leverage your contacts ...network
8. Be flexible – have a plan B!
example content
CV Advice
NAME
ADDRESS
TELEPHONE NUMBER
E-MAIL ADDRESS
PERSONAL STATEMENT
• Use a personal statement to highlight your background and key achievements. Only include this if you can make an impressive statement,
ensuring that the content is clear, short and concise. Try to keep to around four lines, which say what you are (e.g. marketer), what
experience you have and what you have to offer the company.
EDUCATION AND PROFESSIONAL QUALIFICATIONS

List your qualifications, starting with the most recent and stating the results obtained. If the qualification is relevant to the job make sure you
include further details, as topics covered. If it is not directly linked ensure that you highlight the relevant transferable skills you developed.
COMPANY NAME
JAN 2001 – PRESENT
Brief description of company, turnover, and what the company specialises in.
POSITION HELD AND WHO YOU REPORT TO
Describe your role, including level of responsibility and accountability within the organisation.
• Areas of accountability that you hold and what skills they display.
• How your role impacts/impacted on business performance.
• What initiatives you have developed/implemented.
• Tasks that show core skills such as teamwork and communication.
• If the job requires certain skills, ensure that you include details that prove you have this capability,
e.g. sales – increased company sales for xxx by implementing xxx.
•
CV Advice
KEY ACHIEVEMENTS
• Any further achievements. Areas where you have made a particuarlar difference to an organisation. If possible try to
quantify this with real examples
SKILLS
• Languages
• IT packages and computing skills
• Keyboard skills
• Driving ability
INTERESTS AND ACTIVITIES

• Membership of clubs and societies
• Positions of responsibility
• Travel
• Hobbies and other leisure activities
REFEREES
• If necessary you can simply put ‘References available upon request’, if you do not wish to name them prior to
interview. Alternatively the standard is to include the names and contact details of two referees.
Advice for Interviews

Research
– Become familiar with the organisation
– Culture and Values
– Turnover
– Competitors
– History
Mental preparation
Try to put yourself in the position of the interviewer – if you were interviewing individuals for this role what would you ask? Prepare responses to the
following questions, and any others you think of:
– Why do you want the job?
– Why are you the most suitable applicant?
– What have you gained from your employment/qualifications/extra-curricular activities?
– What prompted you to make the career decisions you have made?
– What was your worst or best decision?
– What did you learn about yourself when…?
– What would you identify as your main strengths/weaknesses?
First Impressions
– Dress – appropriateness
– Building rapport
– Eye Contact
Be Prepared
• Unpredictable Questions
– Why are Manhole covers round?
– How many tennis balls could you fit in a 747 jumbo jet?
– If you were a type of food, what type of food would you be?
• Ask Questions
Where to look for jobs

 Graduate schemes
 University Careers Service
 Contacts – ‘six degrees separation’
 Network – CIM member events
 Marketing Press
 Internet - www.getin2marketing.com
 Recruitment agencies
 Marketing in disguise:
Customer Insight Manager
Individual Giving Manager
Business Development Manager
Download ‘where can I find marketing jobs sheet’ at getin2marketing.com

Getin2marketing.com
Free marketing careers website
 Find a job - listing of graduate schemes

 Know the industry - video introductions
 Research your career - job profiles
 Student Brand Manager scheme
 Test your knowledge - interactive quiz
 Get qualified – CIM qualifications
Start your marketing career at getin2marketing.com

Get involved
Register as a guest
www.cim.co.uk/join
• Enewsletters
• Event eshots
Take part in The Pitch

www.cim.co.uk/thepitch
Any Questions?

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e f o r S tudents

The Chartered Institute of Marketing?

 Aim: to help marketers throughout their careers

What I will be talking about

 What is Marketing really?

Marketing is all of those things and more

Public Relations (PR)

The management process responsible for

customer requirements profitably.

Changing attitudes and behaviour

What we think – attitudes What we do – behaviour

To generate profit or other

e.g. What we buy | Who we vote for | Our lifestyle

Case Study: cleaning up Luton

Why choose a career in marketing?

Why choose a career in marketing?

How much will I get paid?

Basic Salary by job role*

Senior Clerical/Admin £20,000

*CIM Croner Rewards Survey, 2011

Marketing functions and sectors

What sort of company might you work for?

Client side Agency

 Marketing Assistant  Account Executive

Graduate job: Marketing assistant (Client)

Implements marketing projects to support the manager

 Organising events  Booking or buying advertising

Graduate job: Account executive (Agency)

Looks after a number of client accounts with support from Account

 Meeting clients  Assisting on business pitches

What employers want

Create your marketing plan

EDUCATION AND PROFESSIONAL QUALIFICATIONS

INTERESTS AND ACTIVITIES

Advice for Interviews

Where to look for jobs

Download ‘where can I find marketing jobs sheet’ at getin2marketing.com

Free marketing careers website

 Find a job - listing of graduate schemes

Start your marketing career at getin2marketing.com

Take part in The Pitch

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