Marketing

Marketing is powerful stuff. It can influence customer buying behaviour, increase sales and stimulate the economy.

What is marketing?

Unless you live in a remote jungle, it is almost impossible to escape the influence of marketing. Marketing is the business of promoting brands, products and services. It takes a carefully crafted message and translates this into effective campaigns to customers. Marketing is powerful stuff. It can influence customer buying behaviour, increase sales and stimulate the economy.

When we talk about marketing, we refer to anything from market research and advertising to media planning, distribution, sales and public relations. Every organisation, across all sectors, needs to develop a marketing strategy, which means almost every organisation needs marketing people. Good news!

It’s also possible to work for an agency. At the very top of the advertising industry are large holding companies such as WPP, Interpublic Group, Publicis Groupe and Omnicom Group. For example, WPP owns an array of companies including advertising agencies such as VMLY&R and Ogilvy. Similarly, Publicis Groupe owns advertising agencies Leo Burnett and Saatchi & Saatchi as well as media agencies Starcom and Zenith. There are also independent advertising agencies that range from the global, such as M&C Saatchi, to the local, including Special Group, Cummins&Partners and Affinity.

What is the graduate experience in marketing?

Most larger corporations, as well as some government departments, have graduate programs. Typically smaller organisations and most agencies do not, but they are always on the lookout for new talent. So, it’s worth approaching each to see if there are any available opportunities.

At an advertising agency, you will either be hired as a ‘creative’ or ‘suit’. Creatives help to develop the copy and graphics of a campaign, while suits manage the client and project outcomes. At a media agency, you will help your team create media plans for your clients and eventually help to buy advertising time and space. As an in-house marketer, you may assist in the development of marketing strategies, work on budgets or liaise with agencies. At larger organisations, you may rotate through the department to focus on a range of functions.

What is common across these marketing roles is a passion for building brands, telling stories and working in a space that is highly charged.

Marketing jobs are often conducive to well balanced lifestyles, although be warned: working on the agency side means meeting strict deadlines, and it is common for advertising executives to work long into the night. Be prepared to work under pressure and in a fast-paced environment.

What are your career prospects in marketing?

Most marketers tend to stay in marketing throughout their careers. If you start on the agency side, progression is typically linear and you may aspire to become the head of your specialisation; for example, a creative director. Advertising agencies can be somewhat transient, so you should find it relatively easy to move between agencies as you progress in seniority.

Similarly, an in-house marketing role may eventually lead to becoming chief marketing officer or other leadership roles. You will typically find it is easier to move from agency to in-house than viceversa. It is common for seasoned art directors or account managers to launch their own independent agencies.

In times of economic downturn, marketing budgets may be one of the first things to get slashed, which could have a trickle-down effect on employment. With the increasing trend towards digital and marketing analytics, being well versed in these areas will help to keep you on top of the game.

Choose this if you have:

■ Creative flair, passion and a desire to create ■ Strong interpersonal skills ■ The ability to connect with brands and people ■ A passion for marketing and communication.

Interested in this specialisation?

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