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PR Pursuits
Training for marketing jobs opens up a nearly infinite number of employment or entrepreneurial possibilities.
Every organization needs at least one marketing expert. For-profit businesses must get their good name in front of the public eye, for if they don’t sell their products and services they don’t make a profit.
Non-profits need to raise funding and lure volunteers to continue their mission and their goals. To that end they need government and funding agencies, venture capitalists, individual contributors and the public to know the quality of their services or products, and their success at meeting their goals.
Marketing jobs - even Las Vegas marketing jobs or marketing jobs in London or marketing internships - fall into four basic categories: advertising, promotions, research, and brand management.
Market research is the front line of the marketing industry. Market researchers study consumers - what they need, what they buy and how they view themselves. Through surveys, focus groups and review of results, market researchers determine for their firm or their client whether a particular good, service or brand can make a profit or help to meet organization goals.
Typically, people think first of brand management functions when they think of marketing jobs. In consumer products industries, brand management is the key marketing function. Brand managers take on the responsibility of launching, growing and marketing a particular brand, typically overseeing both the brand’s market research and its advertising. She or he first peruse the results of the market research for the brand, determine if the brand is marketable and then organize the various team members responsible for all aspects of getting the word out about the brand.
Advertising, one of the more creatively demanding of marketing fields, often involves extensive contact with other staff, and sometimes with media or clients. An advertising employee might work for an advertising agency, a corporation, a media firm, or a market research consultancy. Advertising jobs are subdivided into account management, research, creative and media career paths.
Account managers, account executives, advertising managers and advertising sales directors work directly with clients, while media directors, coordinators and buyers work with advertising resources such as print publications, Web sites, billboard firms and broadcast stations. Graphic artists often hold advertising-related marketing jobs as well. These creative advertising designers work with account executives, ad sales managers and clients to produce effective advertising.
Promotions professionals buy and arrange incentives such as samples, rebates, gifts, and promotional products. These marketing jobs include direct mailing and e-mailing tasks, telemarketing, and arrangement of event sponsorships and product endorsements.
Public relations is a crucial promotions field, and requires strong communication skills. Not only must you have extensive product knowledge for PR jobs but you must also be quick on your feet, able to turn PR lemons into lemonade. Your public relations jobs might be as account coordinator or executive, or a media relations representative or manager. If you have an entrepreneurial bent, you could also hang out your shingle as a public relations consultant.
If you’re assertive, articulate, and creative, a marketing job might be right for you.
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