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
5. Marketing is all of those things and more
Advertising
Direct Mail
Event Management
Branding
Merchandising
Promotions
Research
Surveys
Brochures
Emails
Websites Questionnaires
Product Development
Sponsorship
Public Relations (PR)
Personal selling
6. Our definition
The management process responsible for
identifying, anticipating and satisfying
customer requirements profitably.“
“
The Chartered Institute of Marketing
Future sales
Now
Sustainable
Understanding
what they
value
Needs
Responsibility
of whole
company
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
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
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. 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…
14. 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
Marketing Assistant
Marketing Executive
Marketing Director
DM Campaign Manager
Research Manager
Events manager
Web manager
Account Executive
Account Director
Account Planner
Copywriter
Creative director
Business development
Media planner/buyer
15. Graduate job: Marketing assistant (Client)
Implements marketing projects to support the manager
Organising events
Copywriting for brochures, online
and email
Customer surveys
Briefing agencies
Organising sales promotions
Public Relations
Booking or buying advertising
space
Maintaining databases
Writing newsletters
Preparing PowerPoint
presentations
Reporting web trends
£16-26K
Next job: Marketing Executive £22-40k
16. 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
19. 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
20. 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
21. Create your marketing plan
1. Identify an area of marketing that might suit you
2. Research potential employers. Put yourself in their shoes – why
would they want to employ you?
3. Undertake a skills audit, develop a Personal Marketing Plan (PMP),
and start to build your C.V.
4. Holes in your raft? – plug the gaps!
5. Gain work experience in a marketing role
6. Hone the personal skills
7. Leverage your contacts ...network
8. Be flexible – have a plan B!
22. CV Adviceexample 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.
23. 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.
24. 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
25. 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
26. 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
Notas do Editor
Not just selling or advertising, although these are the most familiar components of marketing. Really there’s lots more to the world of marketing than you might first think! Explain the difference between selling and marketing, that advertising etc are components of marketing
Marketing is a concept/orientation that influences what you do, not a physical thing in itself.
Not always related to influencing what we buy
*Source: Meteoralimited.com Chewing gum has become an unsightly, irritating problem in Luton Borough Council UK authorities spend an estimated 150M a year cleaning up dropped gum*. Solution: Gum Targets Encourage gum users to dispose of their gum in a fun, engaging way. Voting with your gum on controversial topics, celebrities faces we love to hate Surveyed identified the areas with greatest gum problem, combined with research into gum chewers attitudes and behaviour – situations they are most likely to drop gum
Explain pros and cons of each Client side Own the brands Overall strategy Has final decision Less variety Internal issues Agency Variety and experience Creative/customer service Deadline driven Frustrating clients Typically longer hours
Many routes but employers look for relevant experience and qualifications Explain that the Certificate is ideal for non marketing and general business graduates, the Diploma is the next step on for Marketing graduates. Can be studied part time whilst working Many employers sponsor staff
Many routes but employers look for relevant experience and qualifications
Many routes but employers look for relevant experience and qualifications
Cover Letters
Research - A key part to any interview preparation is to research the company, becoming familiar with the organisation, their culture and values. With this you can then consider the interview and selection process itself. (What is the turnover, what has been in the press, linkedin, etc, even Facebook??) First Impressions The keyword to dressing for an interview is appropriateness. Studies show that someone will have formed judgements about you within four minutes of meeting and these judgements can then inform their subsequent impressions