Department
of Marketing
and Real Estate
Careers in Marketing
Click on a specialization below or scroll
down to read information about all specializations
ADVERTISING
Advertising agencies are the largest employers of advertising specialists,
although most other organizations, including manufacturers, retailers,
banks, radio and television stations, hospitals, and insurance agencies
all have advertising departments. Creativity, artistic talent, and good
communication skills (written and verbal) are a few of the attributes needed
for a successful career in advertising.
ADVERTISING SPECIALITIES AND POSITIONS
Account Management:People in account
management work as liaisons between the advertising agency and the client.
Account people work with the client to determine marketing strategies and
work within the agency to ensure the various departments carry out the
strategies.
Positions: Account Coordinator or Junior
Account Executive, Account Executive, Account Supervisor, Account Director.
Creative Departments: People in the
creative department create, sell and execute ideas. Their starting point
is the strategy developed by the client and the account people. These individuals
write copy, design body copy, design headlines, draw the ad storyboard,
and may become involved in the actual creation of the advertisement.
Positions: Copywriter (Junior and Senior),
Art Director (Junior and Senior), Creative Director.
Production (Radio & TV): People
in radio and TV production purchase services of radio or video production
companies and produce the commercials.
Positions: Production Coordinator,
Assistant Producer, and Producer
Production (Print): People in print
production provide the creative department with technical reproduction
advice (mechanical sizes for publications, information on systems of printing,
and print cost estimates).
Positions: Production Manager
Media: The media people create the buy
the media, estimate the media costs, and sometimes do media research. They
determine the right mix of television, radio, newspaper, magazine and other
media for an advertising campaign.
Positions: Media Assistant, Trainee
or Estimate, Media Buyer, Media Planner, Media Supervisor, Media Group
Head/Associate Media Director, Media Director.
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DIRECT MARKETING
Direct marketing has grown substantially in recent years as a result
of technological capabilities and market opportunities. Underlying most
direct marketing programs is the use of a computerized database containing
data related to customer/prospect information, transaction records, and
media tracking information. Students with skills and interest in both marketing
and data processing are likely to find excellent career opportunities in
direct marketing.
DIRECT MARKETING POSITIONS: Catalog
Circulation Manager, Catalog Marketing Director, Copywriter, Creative Director,
Customer Service Manager, Database Manager, Market Research Director, Telemarketing
Director.
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MARKETING RESEARCH
The U.S. marketing research industry is large and growing rapidly. Marketing
research firms, advertising agencies, universities, private firms, nonprofit
organizations, and governments all provide opportunities in marketing research.
Researchers conduct industry research, advertising research, pricing and
packaging research, new product testing, and test marketing. Marketing
research requires knowledge of statistics, data processing and analysis,
psychology, and communication.
MARKETING RESEARCH POSITIONS: Analyst,
Project Director and Senior Project Director, Statistician, Computer Programmer,
Field Director, Coding Manager, Field Work Director, Junior Analyst, Analyst,
Senior Analyst/Project Director, Associate Research Director, Research
Director.
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PRODUCT (BRAND) MANAGEMENT
Product (brand) managers need a general knowledge of all aspects of
marketing. Product managers are responsible for the successes and failures
of a product and are compensated well for this responsibility. The level
of experience needed for a brand manager is usually three to five years
as a marketing assistant and/or assistant product manager. Most product
(brand) manager positions also require a postgraduate degree.
PRODUCT MANAGEMENT POSITIONS: Sales
Manager, Assistant Product Manager, Product Manager, Group Product Manager.
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PUBLIC RELATIONS
All types of firms, profit and nonprofit organizations, individuals,
and even countries employ public relations specialists. Communication skills,
both written and oral, are critical for success in public relations.
PUBLIC RELATIONS POSITIONS: Trainee,
Public Relations Manager, Public Relations Director, Account Associate,
Senior Account Executive.
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RETAILING
Retail personnel may manage the sales force and other personnel, select
and order merchandise, and be responsible for promotional activities, inventory
control, store security, and accounting. Large retail stores have a variety
of positions, including store or department manager, buyer, display designer,
and catalog manager.
RETAILING POSITIONS: Department Manager,
Executive Trainee, Chain Store Manager, Assistant Buyer, Buyer, Department
Store Manager, Divisional Merchandise Manager, General Merchandise Manager.
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SALES
There are more opportunities in sales than in any other area of marketing.
Some selling positions focus more on providing information; others emphasize
locating potential customers, closing the sale, and maintaining ongoing
customer satisfaction. Compensation, often salary plus commission, sets
few limits on the amount of money a person can make and therefore offers
great potential.
SALES POSITIONS: Sales Trainee;
Manufacturer's Representative; Field Salesperson; Technical
Field Salesperson; Sales Manager; Senior Field Salesperson; Regional Sales
Manager
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SALES PROMOTION
The sales promotion manager is someone whose experience lends itself
to developing and executing short-term incentives such as sweepstakes,
coupons, and premiums to augment the other promotional efforts of the firm.
This position is usually found in the area of consumer products. There
are no distinct career paths for a sales promotion manager. Product knowledge
is essential, so it is not unusual for them to have some sales experience.
This is also a position that assistant product managers may go into instead
of into product management.
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