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Majoring in Marketing Careers in Marketing

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  1. Majoring in MarketingCareers in Marketing 0

  2. Why Major in Marketing? At the core of every type of organization Allows you to draw on many skills and interests, such as creativity, sales, research and analysis, communication, and management Brings together many diverse industries, i.e., strategic alliances, co-branding, etc. Is at the forefront of societal and public policy issues Offers outstanding variety of career opportunities and a fast route up the corporate ladder IT’S FUN!! 0

  3. Requirements for the Major Business core course: Principles of Marketing Two required courses: Marketing Research and Marketing Management Four marketing electives from among the following: Advertising Management Buyer Behavior Interactive Marketing International Marketing Marketing of Services Professional Selling Sales Management Sports Marketing Understanding the Global Marketplace in the Post Bailout Economy (NEW) Entrepreneurial Marketing (part of the Entrepreneurship Minor) Integrated Marketing Campaigns Course 0

  4. Marketing Course “Tracks” • Advertising • Advertising Management • Integrated Marketing Communications • Sales • Personal Selling • Sales Management • International • International Marketing and Trade • Business Law Minor

  5. Experiential Learning: Integrated Marketing Campaigns Seminar-style class taught in the spring Students function as an advertising agency and develop a marketing campaign for an actual company Coke, AOL, Florida Tourism National Student Advertising Competition sponsored by American Advertising Federation (AAF). Pitch campaign at the regional level (NYC) 20 juniors and seniors selected 0

  6. Linking Marketing Electives to Career Paths

  7. Villanova Opportunities Distinguished Speaker Series featuring top executives from industry leaders “Careers in Marketing” series Student business societies: Villanova Marketing Society, an affiliate of the American Marketing Association (AMA) Villanova Advertising Society, an affiliate of the American Advertising Federation (AAF) Faculty provide one-on-one help with: Course selection Career advice Study abroad recommendations Finding a full-time job Grad school admission 0

  8. Marketing Jobs • Jobs in marketing can be: • Organized internship and long term job training programs • Individual positions • Hiring takes place primarily in the spring • Some hiring in late fall early winter • Different hiring cycle from Accounting and Finance 8

  9. Marketing Jobs • Marketing positions are available in: • Businesses of all sizes and industries • Consumer Packaged Goods Companies • Global companies • Non-profit organizations • Media companies • TV, Radio, Newspapers, Magazines, e-commerce companies • Marketing services providers • Advertising agencies • PR firms • Marketing research companies • Product placement firms 9

  10. VSB Summer Internship Programs Programs to help majors gain experience, and find internships and full-time jobs: McNeil/VSB Brand Marketing Co-Op Program DuPont/VSB Marketing Communications Co-Op Program International Ambassadors Internship in Italy through the Center for Marketing & Public Policy Research Marketing Though Leaders Conference (Nov. 12, 2008) Marketing Professional Showcase (Feb. 24, 2009) Fashion Marketing Day in NYC (Sept.) and NYC Ad Agency Tour (Jan.) 0

  11. Recent VSB Marketing Placements Adidas American Eagle Outfitters BBDO Colgate-Palmolive Comcast DuPont Eli Lilly Euro RSCG Worldwide JWT (formerly J. Walter Thompson Company) Ford Motor Company Interbrand Lilly Pulitzer Lord & Taylor Macy’s McNeil Consumer Healthcare Medtronic News America Marketing NY Post Pfizer Polo Ralph Lauren SAP America Vanguard Young & Rubicam 11

  12. Common Marketing Career Paths and Salary RangesSource: Perreault, Cannon, and McCarthy, Basic Marketing: A Marketing Strategy Planning Approach, 17th Edition, 2008: Irwin/McGraw Hill, New York, N.Y. Brand and Product Sales Marketing Research Advertising(Account Services) Public Relations Retail Vice President of Marketing $146 – 233,000 Top Sales Executive $151 – 232,000 Director of Market Research $126 – 192,000 Director ofClient Services$300,000 + Vice president $125 – 200,000 Top Public Relations Executive $127 – 217,000 Account Director$100 – 300,000 District sale manager $66 – 94,000 Brand/Product Manager $72 – 98,000 Regional Sales Manager $87 – 115,000 Market Research Manager $76 – 102,000 Public relations manager $68 -94,000 Store manager $41 -55,000 Account Supervisor$75 – 100,000 Marketing Coordinator $41 – 57,000 District Sales Manager $71 – 98,000 Market Research Supervisor $51 – 70,000 Department Manager $28 – 37,000 Account Executive$45 – $60,000 Public relations specialist $37 – 69,000 Marketing Assistant $32 – 41,000 Sales Representative $45 – 88,000 Market Research Analyst $41 – 62,000 Asst. AccountExecutive $28 – 39,000 Retail sales staff $18 – 25,000 Academic Training * Salaries are based on data from and represent the range from the 25th to the 75th percentile as of May 2008. All salaries rounded to the nearest 1000. Salary for retail vice president estimated. Advertising (Account Services) modified from copywriter. 12

  13. Example: Brand Management can be found in: Packaged goods companies Pharmaceuticals Advertising firms PR firms Brand Development firms Financial firms Accounting firms Education Non-profits Where Can I Work in Brand Management? 13

  14. Professional Selling is performed in: Health Care Products and Services Financial Services Information Technology/Networking Products and Services Sports Products and Services Where Can I Work in Sales? 14

  15. For advertising, public relations, interactive marketing, marketing research, and other marketing services, look at: Advertising agencies Media buying firms Public relations firms Direct marketing firms Interactive marketing firms Marketing research firms Sports marketing agencies Sports teams (advertising and sponsorship sales) Event planning firms Media companies (advertising sales) In-house positions Where Can I Work in Marketing Support? 15

  16. Retailing offers many options for marketing majors—buying, store operations and management, e-commerce, and corporate management Among the types of companies to look at: Mass merchants Department stores Specialty retailers Discount stores and warehouse clubs Grocery and drug store chains Restaurant and fast food chains Dealerships Non-store retailers: e-commerce firms, mail order and catalogue companies Where Can I Work in Retail? 16

  17. VSB Recent Marketing Grads 17

  18. Step One: Explore Your Options Review internship and job opportunities through The Clay Center and Career Services office. Talk to advisors, e.g., your marketing professor, a Clay Center peer counselor, Career Services career counselor, etc. Information interviews with individuals working in the marketing field, such as family members, family friends, VU alumni, etc. Attend meetings of the Villanova Advertising Society and the Villanova Marketing Society Online research via industry publications and professional associations (see links on subsequent slide) and company websites. What do I do Next? 18

  19. Step Two: Get Some Experience Get involved in the Advertising Society and/or Marketing Society as a committee member or officer Marketing volunteer for on-campus organizations, such as student business society, fraternity/sorority and other student organizations; Special Olympics, NovaFest, and other events, etc. Experience-based learning: classes with projects involving real-world marketing experience Internship for academic credit and/or monetary compensation VSB Co-Op Programs with DuPont and McNeil Consumer Healthcare What do I do Next? 19

  20. At Villanova: The Clay Center at VSB: Reference materials; site visits; professional development programs; internship/Co-Op advisor; peer counselors; academic internship and Co-Op opportunities; etc. Career Services Office: Reference materials; online guides (, and assessment tools; professional development programs; career counselors; internship and job listings via GoNOVA; job fairs; etc. Career Connections:Networking and mentoring with Villanova alumni; available through Career Services. Marketing Department:Advising; events; contacts; etc. Villanova Advertising Society & Villanova Marketing Society: Events; contacts; site visits; website; student membership in national marketing organizations Resources 20

  21. Industry Associations American Advertising Federation ( Job and internship database, daily e-newsletter, other benefits. Contact the Villanova Advertising Society American Marketing Society ( Career center, publications, and other benefits. Contact the Villanova Marketing Society Public Relations Society of America ( Student chapter of PRSSA at Villanova: Direct Marketing Association: National Retail Federation: Marketing Research Association: Resources 21

  22. Industry Publications Advertising Age: AdWeek: BrandWeek: Marketing News: Published by the American Marketing Association (AMA). Included with membership. The New York Times: “Business Day” section, Stuart Elliott’s advertising column, weekly e-mail newsletter. ( The Wall Street Journal, “Marketplace” Section, daily email with articles pertaining to marketing and advertising. ( Other Websites Careers-in-Marketing, a service of Marketing center on Resources 22

  23. Marketing can be the gateway to other company experiences due to its integration with other fields Marketing careers are varied, universal, and fun You CAN find a job in marketing You CAN earn a strong salary in marketing You’re going to have some fun in your job Marketing Rocks! 23

  24. Contact Information Professor Greg Bonner Department Chair 3015 Bartley Hall • 9-4350 Professor Bill Madway Advertising Society Faculty Advisor 2047 Bartley Hall • 9-4373 Professor Jim Mullen Major Advisor & Marketing Society Faculty Advisor 3023 Bartley Hall • 9-4349 Professor Burke Ward Coordinator, Business Law & Corporate Governance Minor 3048 Bartley Hall • 9-4375 0