EXPLORING CAREER PATHS, JOB RESPONSIBILITIES AND
IDEAL FIT
Should You Consider A
Career in Marketing?
Agenda
Potential Career Paths in Marketing
Job Responsibilities/ By Job
Ideal attributes for a successful……..
Marketing – A Definition
Marketing is the activity, set of institutions,
and processes for – creating, communicating, delivering and exchanging offerings that have value for customers, partners and society @ large.
Breakdown of Major Marketing Functions
Brand Management
Marketing Management
Advertising/Media
Public Relations
Pricing
Marketing Consulting
Market Research
Possible Marketing Job Titles
• Product / Program Manager • Marketing Analyst
• Industry/ Segment Marketing Manager • Product / Program – Launch Manager
• Competitive Programs / Strategy Manager • Technical Marketing Manager
• Marketing Strategy / Planning Manager • Training Programs Manager
• Customer Engagement Manager • Channels Marketing Manager • Business Development Manager • Pricing Manager
Lets answer some basics together:
What is the main goal of the
marketing function in any
organization or industry?
Brand Management
Main function in companies that sell multiple
consumer products
Role performed typically in B2C firms
Consumer Packaged Goods firms = “CPG”
firms
Brand Manager is the firm’s “quarterback” for
Functions of a Brand Manager
Brand Manager Business forecasting media promotions Package design pricing financials Advertising Market research Strategy development Product development ManufacturingAre you interested in general management
or entrepreneurship?
Brand Management may be the career for you
Re-examine previous slide - is this what you would
envision in that career path?
If you are creative, and interested in general
management, look further into this career path
• Re-define “creative” to “outside-the-box” thinker – is this you?
• Our CPG companies would love to find more candidates from Simon interested in this field
Do you have to love the product?
Barriers to Entry for Internationals
Most CPG firms “don’t interview” or “hire”
International Students for US-based Brand Management positions!!
Options to consider if international:
- Identify domestic US companies that have
Global Operations
- Identify Foreign based companies for opportunities
Analytical Tools of Brand Managers
The 4 C’s to perform a market assessment –
Context (macro-economic factors), Company (mission, SWOT analysis, finances), Customer (target, segmentation) and Competitor
Analysis
The 4 P’s when you are preparing a plan of
action/recommendation – Product, Price, Placement, Promotion
Analytical Tools of Brand Managers (cont.)
Break-even analysis Unit Contribution Unit Cost Total Contribution Perceptual Mapping Market Opportunity Analysis Segmentation Analysis
Attributes of a Brand Manager
Leadership Energy/Enthusiasm Follow-through Good Communications Creativity Analytical - driven to “prove” your idea Teamwork, teamwork, teamwork
Flexible, open-minded Interpersonal Skills
Follow Up/ Follow Through/ Details Management General Manager Thought Process
Career Progression in Brand Management
Assistant Brand Manager
Associate Brand Manager Brand Manager
Common Mistake
MBA students interested in marketing think
there are only two types of marketing positions – market research or brand management.
Open your mind to the marketing function in all
companies and all industries, for example:
Marketing in a commercial bank
Marketing for a medical device manufacturer Marketing for a portfolio management firm
Marketing Manager/Product Manager
Similar to a brand manager, but performedwithin a B2B firm or a B2C that has fewer consumer products than a CPG firm.
Marketing managers might manage a
product or an intangible service
In high tech industries, and others, the main
marketing function for each product is handled by a Product Manager
How Do You Know the Titles of the Marketing
Positions in a Firm You Are Interested In?
Advertising/Media Management
Employment provided by
advertising agencies, typically
Advertising - connecting a product
strategy to the end consumer
MBA not required
Teams with
brand/marketing/product
managers from client firms
Media
Media planning, Media Buying,
Account Management,
ProjectManagement, Sales
Media (cont.)
Growth area in terms of specialization
Why? Explosion of channels that can be used
for advertisement
Multiple television channels
Multiple radio outlets – traditional or satellite Internet sites
Print media Social media
Company website
How much should be spent on each channel,
Advertising/Media
o Ideal attributes:
o High energy level for multi-tasking o Creativity
o Think-on-your-feet / Excellent Customer
Interface Skills
o Sales savvy
o Strong negotiator
o Organized thoughts and deeds
o “Peaks & Valleys” – Intensity and Tight Dead
Lines
o Team Player & Individual Contributor –
Public Relations
Protector and promoter of a company’s
image
MBA not required Ideal attributes:
Strategic thinking
Think on-your-feet / Customer interface skills Excellent written and oral communication skills Politically savvy within the industry
Becoming more and more important to the firm Media area understanding
Pricing
The forgotten “P”
Function is part of marketing team in
some companies, and part of the
finance team in others.
Emerging growth area
Simon expertise
Interested in marketing but highly
Pricing Titles/Attributes
Job function titles include – pricing manager,
product pricing manager, VP of Pricing, pricing specialist, CPO ( Chief Pricing Officer)
Key Attributes:
Analytical
Able to defend your position
Ability to influence without authority Good Negotiator
Detail-oriented (lower levels), strategic (higher
levels)
Marketing Consulting
Learn marketing ropes first, then consider
sharing your expertise with others
Key attributes:
Customer-savvy
Ability to sell and negotiate
Strategic thinker / Creative Problem Solver Excellent communications skills
Experience in marketing/specific industry
Market Research
Market researchers test new product
concepts, product names, and market
positioning.
Researchers focus on how and why
consumers behave the way they do.
Researchers convert raw data and
surveys into conclusions and insights
using analytical tools
Market Research
Employed by CPG firms for their internal
departments, or market research firms
CPG firms, Market Research firms
Advertising Agencies, B2B Fortune 500 firms,
Consulting Firms, Government agencies
Key Attributes:
Curious about consumer behavior Analytical
Detail-Oriented
Unbiased/Open-minded
Ability to synthesize a wide variety of input
Getting an Employer’s Attention
Do your homework, know the company you
are interested in Interviewing with – inside out
Know why THIS company is the company you
prefer – vs – some of the other companies in perhaps the same industry
Be knowledgeable about the various Job
Titles/ Positions in the Functional area in Marketing you are interested in.
Getting an Employer’s Attention
Attend all company presentations
Research specific companies you are
interested in, and be able to defend
why they are special to YOU
Spend a lot of time on your cover
letters – they prove creativity, ability
to sell – key attributes for many
Getting an Employer’s Attention
Be ready for case interviews – practice,
practice, practice
Most common mistake – students don’t use
what they are learning in school when
answering questions in interviews, solving marketing cases in competitions, etc.
DON’T GIVE ANSWERS THAT ANY PERSON ON THE STREET COULD PROVIDE!!
DEMONSTRATE YOUR INTEREST THROUGH
DEVELOPMENT OF GOOD QUESTIONS
LET’S WOR K ON THIS TOGETHER
