Marketing

Marketing executives promote products, services and organisations.

They aim to influence people to use their employer's brand or service, or to get a message across.

They think of creative ways to raise awareness of a brand and communicate with customers in various ways, including media advertising, direct mail, and corporate sponsorship of events.

 

The work involves: researching the market, consumer attitudes and competitors; coming up with ideas for marketing campaigns; arranging for advertisements to go into newspapers, magazines, the trade press, TV or radio; and organising the production of posters, flyers and brochures.

Other activities include: writing and distributing press releases and mailshots; maintaining a database of customers; arranging sponsorship; organising and attending events; making sure that all parts of a campaign run smoothly; reporting on the campaign’s progress to managers; and networking with clients, suppliers and the media.

Starting salaries are usually £18,000 to £22,000 a year. With experience, this can rise to between £25,000 and £40,000 a year.

Marketing directors can earn £50,000 a year or more.

Marketing can be a competitive industry to join. Generally, the more qualified and skilled you are, the higher up the career ladder you can start, and many marketing executives have a degree or BTEC HNC/HND in a marketing or business-related subject.

If you have a degree, you could join one of the graduate training schemes that larger employers often run for new recruits. Most degree subjects are acceptable, but you may have an advantage with one of the following: marketing (especially if the course includes work placements); communications; advertising; business and management; or psychology.

However, you do not need to be a graduate if you have business and marketing skills from previous work experience, perhaps from sales, customer service or public relations.

You could also join a company’s marketing department as an administrator or assistant and work your way up to marketing executive as you gain experience.

Taking a professional qualification from the Chartered Institute of Marketing (CIM) could help your promotion prospects or increase your chances of finding your first marketing job.

Some CIM qualifications are suitable if you do not have a marketing-related degree or work experience and are available full or part-time at many colleges, and by distance learning. See the CIM website for more information.