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Careers in Marketing

What is Marketing
Marketing is a tool used by businesses to create, retain and satisfy customers. It is mainly used to communicate messages about the company, their products and/or services, their brand message and company news for example, with prospective or current customers. Marketing, in a digital or traditional format, exists in every business, with UK ad spend predicted to hit £87 billion by 2021. Companies often create a marketing plan which focuses on four key components: products and services, promotion, distribution and pricing. A marketing plan helps a company align their marketing effects with company goals and objectives with a sole aim to attract and retain a growing customer base. Marketing can now be broken down broadly into two groups: traditional marketing and digital marketing. Traditional marketing refers to any promotional material, which includes print advertisement, for example, newsletters, billboards, flyers and newspaper print ads, as well as TV commercials and radio advertisements. Digital marketing on the other hand, refers to advertising which is delivered through digital channels such as websites, social media, email, mobile apps and search engines. Digital marketing can be broken down into more specific types of marketing such as paid search, search engine optimization, content marketing, social media marketing, email marketing, mobile marketing and marketing automation.
Opportunities in Marketing
There are different specialisms within marketing you can embark on, from traditional marketing to more current digital marketing. Whilst digital marketing is on the rise, there is still a demand and an importance around traditional marketing methods. Career roles in the marketing industry are vast, and even more so in an agency environment. Typical career opportunities in the marketing industry include:
Account Director
An account director is responsible for the entire accounts team in an agency. They’re also responsible for ensuring all projects run according to the schedule and budget agreed by the agency and client. Account directors will assist in sourcing new clients and building relationships between existing and potential clients.
Account Manager
The role of an account manager is to manage a single account or a number of accounts in their entirety. This means ensuring that the campaign runs according to time schedule and budget, managing client expectations, and maintaining relationships with existing and potential clients.
Account Executive
An account executive is responsible for assisting the account manager and accounting director with managing client accounts and ensuring projects are delivered on time. An account executive is typically an entry-level position meaning that with more experience, the professional will gain greater responsibilities and qualify for promotions.
Media Planner
The role of a media planner is to use media platforms to meet company objectives and goals. This will involve using a media plan to strategise which media platform would be best to advertise the client's brand and product or service.
Customer Relationship Manager
A customer relationship manager is responsible for maintaining existing relationships with clients and building relationships with potential clients. This can involve cross-selling and upselling marketing campaigns to retain existing clients and acquire new clients.
Campaign Manager
A campaign manager is responsible for working on a number of campaigns simultaneously. The campaign manager will work with the likes of the market researcher to fully identify the needs of client and how this is achievable in the clients’ market.
Business Analyst
The role of a business analyst is to keep up to date with changes in the business and the industry to maximise company performance and profit growth.
Marketing Manager
The role of a marketing manager is to look after the strategic direction of all marketing activities within the company.
Brand Manager
The role of a brand manager is to ensure a positive brand image is being conveyed at all times, as well as improving brand reputation.
Sales Executive
A sales executive will be responsible for assisting the growth of the company’s client base through strategising marketing plans and campaigns specific to a company.
Market Researcher
A market researcher will work with a client to best advise them about the market of their industry/products to help them make effective decisions. This involves conducting market research into what the market wants, who the customer is, what the customer buys and when, where the customer buys and why does the customer buy the X, Y and Z brand product. The market researcher can then create a customer profile for the target audience.
Digital marketing executive
A market researcher will work with a client to best advise them about the market of their industry/products to help them make effective decisions. This involves conducting market research into what the market wants, who the customer is, what the customer buys and when, where the customer buys and why does the customer buy the X, Y and Z brand product. The market researcher can then create a customer profile for the target audience.
How to start a career in Marketing
There are many paths for an individual looking to embark upon a career in marketing. The most obvious pathways include gaining an undergraduate degree in a marketing-related course, completing a marketing-related diploma, participating in a marketing internship, completing a marketing apprenticeship or starting in an entry-level marketing position. University isn’t for everyone, but if you do have the relevant requirements to study at university then it is a great opportunity to learn industry skills and knowledge, and network with brands within the industry. After gaining an undergraduate degree, professionals could go on to complete a graduate scheme, which often leads to employment or study further education with the likes of a master degree. Other individuals go on to complete marketing-related diplomas and qualifications which can take anywhere between 6 months to two years based on your timeline for success. Diplomas are well suited to individuals with work and/or family commitments. A marketing apprenticeship will allow individuals to combine work with studying by balancing hands-on industry training with classroom learning at an educational institution. Apprenticeships are a great way for flourishing marketers to learn key industry specific skills whilst gaining vital knowledge of the industry.
Courses in Marketing
e-Careers offer accredited qualifications and diplomas by certified awarding bodies, institutions and organisations in Information Technology. Accredited qualifications and diplomas are an ideal route for individuals who haven’t completed A Levels or do not want to go on to study at university. e-Careers online Information Technology courses allow individuals to learn at their own pace, whether fast-environment increases their productivity or a self-paced speed is better suited, learners are in control of their study. Marketing courses available at e-Careers include:
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