Marketing Executive

What is the work like?

As a marketing executive, it would be your job to promote your employer's products, services or message. You would aim to raise people's awareness and influence them to buy your employer's products or use their services.

Your must think of creative ways to communicating with customers, using methods including media advertising, direct mail, and corporate sponsorship of events.

Your work would involve:

• 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
• organising the production of posters, flyers and brochures
• writing and distributing press releases and mailshots
• maintaining a database of customers
• arranging sponsorship
• organising and attending events and exhibitions
• making sure that all parts of a campaign run smoothly
• reporting on the campaign’s progress to managers
• networking with clients, suppliers and the media.

In some jobs you may be known as a marketing officer or account executive.

What qualifications and experience will employers look for?

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
• psychology.

However, a degree is not essential if you have business and marketing skills gained from previous jobs such as sales, customer service or public relations work. You could also join a company’s marketing department as an administrator or assistant (perhaps as a temp), and work your way up to marketing executive with 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:

• Introductory Certificate in Marketing – an entry-level qualification open to anybody
• Professional Certificate in Marketing – for anyone educated to A level/level 3 standard, or with a little marketing experience.

CIM qualifications are available full- or part-time at many colleges, and by distance learning – see their website for more information.

What further training and development can I do?

You will usually be trained on the job, possibly through a structured graduate training scheme.

You could also study for professional qualifications from the CIM or the Communication, Advertising and Marketing (CAM) Education Foundation, which include:

• CIM Professional Diploma in Marketing
• CIM Professional Postgraduate Diploma in Marketing
• CAM Diploma in Marketing Communications – includes marketing and consumer behaviour, public relations, direct marketing and advertising.

The CIM and CAM courses are available full- or part-time at colleges and training centres, or by distance learning. Visit the relevant websites for details of entry requirements and where to study.

If your job involved direct marketing, you could study for qualifications from the Institute of Direct Marketing (IDM), including the Certificate and Diploma in Direct and Interactive Marketing. See the IDM’s website for more information.

You should also keep your skills and knowledge up to date throughout your career. CIM and IDM offer a range of short courses and networking opportunities to help your professional development at all stages in your career. See their websites for more information.

Where can I go for more information?

Tel: 01223 578078

Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120

1 Park Road
Teddington
Middlesex
TW11 0AR
Tel: 020 8614 0277
www.think-direct.com

Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427500

If you would like to discuss your career options with a learning adviser, call 0800 100 900 or use our online enquiry form

Alternatively, you can visit our website at: www.direct.gov.uk/careersadvice

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