Marketing What it’s all about and why it’s a great career!

1. A guide for Students from The Chartered Institute of Marketing MarketingWhat it’s all about and why it’s a great career!

2. The Chartered Institute of Marketing? Largest professional body for marketers, internationally. Founded in 1911 • Aim: to help marketers throughout their careers • 45,000 members • Membership, Qualifications, CPD, Training, Events

3. What I will be talking about • What is Marketing really? • Marketing in action • Careers in marketing • Getting into marketing • Questions

4. What is marketing really?

5. Marketing is all of those things and more Advertising Emails Merchandising Research Direct Mail Surveys Event Management Public Relations (PR) Product Development Websites Questionnaires Branding Brochures Sponsorship Promotions Personal selling

6. Our definition Responsibility of whole company Future sales “ The management process responsible for identifying, anticipating and satisfying customer requirements profitably. “ Now Understanding what they value Needs Sustainable The Chartered Institute of Marketing

7. Changing attitudes and behaviour What we think –attitudes What we do – behaviour To generate profit or other e.g. What we buy | Who we vote for | Our lifestyle

8. Marketing in action

9. Case Study: cleaning up Luton Problem • Chewing gum litter • Expensive and difficult to clean. • Unhygienic. Unsightly Solution Gum Targets used by council Result • Est. 75,000 pieces of gum collected first year. 33% reduction in gum litter at sites • Cleaning cost reduced by 50% • Saving of 15k per annum • Positive press coverage for Luton

10. Careers In marketing

11. Why choose a career in marketing?

12. Why choose a career in marketing? • Good salary • All about understanding people • Blends Art and Science plus sector knowledge • Creative and innovative • International • Results driven • About teamwork • Fun!

13. How much will I get paid? Basic Salary by job role* Senior Clerical/Admin £20,000 Graduate/Supervisor £24,000 Junior Manager £28,500 Middle Manager £35,129 Senior Manager £43,817 Head of function £57,000 Director £72,100 £72,100 Av. Salary of a Marketing director* *CIM Croner Rewards Survey, 2011

14. Marketing functions and sectors Functions • Advertising • Public relations • Direct Marketing • Product management • Market Research • Events • Campaign management • Digital marketing • Sales promotion • Branding • Customer service • Sectors • Arts and Drama • Not for profit Charities • Consumer goods • Publishing • Industrial • Recruitment and search • Property • Professional services • Fashion • Restaurant marketing • And many more…

15. What sort of company might you work for? • Client side • Own the product or service • In-house marketing team • Hire agency for specialist skill • Agency • Provide service to client • Many clients to service • Creative or specialist services • Account Executive • Account Director • Account Planner • Copywriter • Creative director • Business development • Media planner/buyer • Marketing Assistant • Marketing Executive • Marketing Director • DM Campaign Manager • Research Manager • Events manager • Web manager

16. Graduate job: Marketing assistant (Client) Implements marketing projects to support the manager • Booking or buying advertising space • Maintaining databases • Writing newsletters • Preparing PowerPoint presentations • Reporting web trends • Organising events • Copywriting for brochures, online and email • Customer surveys • Briefing agencies • Organising sales promotions • Public Relations £16-26K Next job: Marketing Executive £22-40k

17. Graduate job: Account executive (Agency) Looks after a number of client accounts with support from Account manager. Often specialises e.g. Public Relations • Meeting clients • Establishing project requirements • Writing marketing plans • Recommending activities • Updating clients • Briefing creative team • Assisting on business pitches • Ensuring deadlines are met • Organising promotions/advertising • Managing budgets £16-22K Next job: Account Manager £22-36k

18. Getting Into marketing

19. What employers want

20. Get qualified • Work hard to get a good 1st or 2nd degree! • Identify the areas of your degree relevant to a marketing role • Think about a CIM professional qualification such as the Professional Certificate or Professional Diploma once working. • Can be studied part time • Ask at 2nd stage interview if your employer offers sponsorship for qualifications and additional training

21. Build experience You often won’t know if it’s really for you until you have tried it! • Summer placements/Internships • Student brand managers – CIM Career Development Award • “Try before you buy” for you and them • Market yourself – create your own placement campaign! • Listing at www.getin2marketing.com

22. Create your marketing plan • Identify an area of marketing that might suit you • Research potential employers. Put yourself in their shoes – why would they want to employ you? • Undertake a skills audit, develop a Personal Marketing Plan (PMP), and start to build your C.V. • Holes in your raft? – plug the gaps! • Gain work experience in a marketing role • Hone the personal skills • Leverage your contacts ...network • Be flexible – have a plan B!

23. CV Advice example content NAME ADDRESS TELEPHONE NUMBER E-MAIL ADDRESS PERSONAL STATEMENT • Use a personal statement to highlight your background and key achievements. Only include this if you can make an impressive statement, ensuring that the content is clear, short and concise. Try to keep to around four lines, which say what you are (e.g. marketer), what experience you have and what you have to offer the company. EDUCATION AND PROFESSIONAL QUALIFICATIONS List your qualifications, starting with the most recent and stating the results obtained. If the qualification is relevant to the job make sure you include further details, as topics covered. If it is not directly linked ensure that you highlight the relevant transferable skills you developed. COMPANY NAME JAN 2001 – PRESENT Brief description of company, turnover, and what the company specialises in. POSITION HELD AND WHO YOU REPORT TO Describe your role, including level of responsibility and accountability within the organisation. • Areas of accountability that you hold and what skills they display. • How your role impacts/impacted on business performance. • What initiatives you have developed/implemented. • Tasks that show core skills such as teamwork and communication. • If the job requires certain skills, ensure that you include details that prove you have this capability, e.g. sales – increased company sales for xxx by implementing xxx. •

24. CV Advice KEY ACHIEVEMENTS • Any further achievements. Areas where you have made a particuarlar difference to an organisation. If possible try to quantify this with real examples SKILLS • Languages • IT packages and computing skills • Keyboard skills • Driving ability INTERESTS AND ACTIVITIES • Membership of clubs and societies • Positions of responsibility • Travel • Hobbies and other leisure activities REFEREES • If necessary you can simply put ‘References available upon request’, if you do not wish to name them prior to interview. Alternatively the standard is to include the names and contact details of two referees.

25. Advice for Interviews Research • Become familiar with the organisation • Culture and Values • Turnover • Competitors • History Mental preparation Try to put yourself in the position of the interviewer – if you were interviewing individuals for this role what would you ask? Prepare responses to the following questions, and any others you think of: • Why do you want the job? • Why are you the most suitable applicant? • What have you gained from your employment/qualifications/extra-curricular activities? • What prompted you to make the career decisions you have made? • What was your worst or best decision? • What did you learn about yourself when…? • What would you identify as your main strengths/weaknesses? First Impressions • Dress – appropriateness • Building rapport • Eye Contact Be Prepared • Unpredictable Questions • Why are Manhole covers round? • How many tennis balls could you fit in a 747 jumbo jet? • If you were a type of food, what type of food would you be? • Ask Questions

26. Where to look for jobs • Graduate schemes • University Careers Service • Contacts – ‘six degrees separation’ • Network – CIM member events • Marketing Press • Internet - www.getin2marketing.com • Recruitment agencies • Marketing in disguise: • Customer Insight Manager • Individual Giving Manager • Business Development Manager Download ‘where can I find marketing jobs sheet’ at getin2marketing.com

27. Getin2marketing.com • Free marketing careers website • Find a job - listing of graduate schemes • Know the industry - video introductions • Research your career - job profiles • Student Brand Manager scheme • Test your knowledge -interactive quiz • Get qualified – CIM qualifications Start your marketing career at getin2marketing.com

28. Get involved • Register as a guest • www.cim.co.uk/join • Enewsletters • Event eshots • Take part in The Pitch • www.cim.co.uk/thepitch

29. Any Questions?