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Roger Foster MCIM Chartered Marketer Regional Director The Chartered Institute of Marketing Royal Holloway University 7 March 2012. Who am I?. Roger Foster MCIM & Chartered Marketer Regional Director 30+ years in sales & marketing. Who are we?. “A Life in Marketing”

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Roger Foster MCIM

Chartered Marketer

Regional Director

The Chartered Institute of Marketing

Royal Holloway University

7 March 2012


Who am I?

  • Roger Foster MCIM & Chartered Marketer

  • Regional Director

  • 30+ years in sales & marketing



“A Life in Marketing”

“A Life in Marketing”

“Preparing for a

life in Marketing”


Question
Question

Do you have excellent written and

communication skills?

A creative mind?

Confidence to sell ideas?

Good planning and organizational skills?

Determination and the ability to work well under

pressure?

Then a career in marketing could be for you.


Getting

Into marketing



Getting in to mar keting
Getting in to Marketing

Employability

  • Experience

  • How?

  • Where?

    Qualifications

  • A Marketing Degree – a great start

  • CIM Professional Qualifications– Qualifications by assignment

  • New Digital Diploma’s

    Aptitude

  • Enthusiasm

  • Willingness to learn

  • Adaptability


Cim qualifications
CIM Qualifications

Marketing Qualifications.

  • Introductory Certificate

  • Professional Certificate.

  • Professional Diploma.

  • Post Grad. Diploma.

Sales Qualifications

Cert. in Professional Sales Practice

Advanced Cert for Sales Management

Intensive Diploma in Strategic Sales Management


Cim qualifications cam foundation
CIM Qualifications – CAM Foundation

Digital Qualifications

  • Diploma in Digital Marketing

  • Diploma in Mobile Marketing

  • Diploma in Marketing Communications

  • Diploma in Digital Metrics and Analytics

  • Diploma in Managing Digital Media

  • Diploma in Digital Campaign Planning

  • Diploma in Digital Media and Branding

  • Diploma in Hospitality and Tourism Marketing


The best place to start
The Best Place To Start?

  • May not be the Marketing Department!

  • Take on a customer facing role

  • Understand the buying decisions of those customers

  • Understand the customers issues and pains

  • Work in production or operations

  • These are potentially more challenging,

  • educational and worthwhile to commence

  • your marketing career.


What sort of organisation should i choose
What Sort of Organisation Should I Choose?

  • Market led and customer focused

  • Grounded in research

  • Strong internal values

  • Innovative and challenging

  • Recognition and career progression opportunities

  • Marketing spend seen as an investment and not a cost

  • Embraces dialogue and learning

  • A team of excellent marketers

  • A leading brand (Mega or niche)

  • An innovation company


Challenges you will face
Challenges You Will Face

Relationship with sales

Relationship with IT

Relationship with engineers

Relationship with accountants

Relationship with operations

Challenging deadlines

Unexpected events

Internal politics

Lack of understanding

Lack of budget

Lack of resource

Lack of support

Lack of authority

Lack of data

Lack of metrics


Careers

In marketing


Marketing a broad church
Marketing - A Broad Church

Private sector (Consumer) B to C

Private sector (Business) B to B

Public sector (NFP)

Consumer to Consumer C to C

  • Brand management

  • Product management

  • Service management

  • Research and development

  • Marketing communications (Agency and client)

  • Proposition teams

  • Customer relationship management

  • Market research and insights

  • Direct / field marketing

  • Digital / interactive

  • Internal marketing

  • Distribution

  • Strategy and planning


Skills and competencies

Be able to

think critically,

analytically and

creatively

Skills and Competencies

Think

strategically

Be a team

Player!

Be passionate

A solid grasp

of marketing

principles

Skilled in

communications

Be innovative

Be a brand

advocate

Be flexible and

willing to accept

new challenges

Be obsessed

with customer

Professional (product,

technical etc.) expertise

.

Love data,

love IT

Confident

and ambitious

Be accountable

Be a strong

relationship

builder

Be focused,

organised and

deliver to promises


Possible sectors
Possible sectors

  • Sectors

  • Arts and Drama

  • Not for profit Charities

  • Consumer goods

  • Publishing

  • Industrial

  • Recruitment and search

  • Property

  • Professional services

  • Fashion

  • Restaurant marketing

  • And many more…


How much will I get paid?

Basic Salary by job role*

Senior Clerical/Admin £19,500

Graduate/Supervisor £23,778

Junior Manager £29,280

Middle Manager £35,000

Senior Manager £43,000

Head of function £56,900

Director £71,449

£71,449

Av. Salary of a Marketing director*

*CIM Croner Rewards Survey, 2009


To find out more…..

Visit: www.cim.co.uk

Or

Our specialist site for students and graduates

www.getin2marketing.com


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