MMU CIM Presentation
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MarketingWhat its all about and
why its a great career!
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www.getin2marketing.com
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
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www.getin2marketing.com
What I will be talking about
What is Marketing really?
Marketing in action
Careers in marketing
Getting into marketing
Questions
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What is
marketing
really?
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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
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Our definition
The management process responsible foridentifying, anticipating and satisfying
customer requirements profitably.
The Chartered Institute of Marketing
Future sales
Now
Sustainable
Understanding
what they
value
Needs
Responsibility
of whole
company
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Changing attitudes and behaviour
What we thinkattitudes What we dobehaviour
To generate profit or other
e.g. What we buy | Who we vote for | Our lifestyle
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Marketingin action
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Case Study: cleaning up LutonProblem
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
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CareersIn marketing
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www.getin2marketing.com
Why choose a career in marketing?
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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!
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www.getin2marketing.com
How much will I get paid?
Basic Salary by job role*
Senior Clerical/Admin 20,000Graduate/Supervisor 24,000
Junior Manager 28,500
Middle Manager 35,129
Senior Manager 43,817
Head of function 57,000Director 72,100 72,100Av. Salary of a
Marketing director*
*CIM Croner Rewards Survey, 2011
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www.getin2marketing.com
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
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www.getin2marketing.com
What sort of company might you work for?
Client side
Own the product or serviceIn-house marketing team
Hire agency for specialist skill
Agency
Provide service to clientMany 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
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www.getin2marketing.com
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 advertisingspace
Maintaining databases
Writing newsletters
Preparing PowerPointpresentations
Reporting web trends
16-26K
Next job: Marketing Executive 22-40k
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www.getin2marketing.com
Graduate job: Account executive (Agency)
Looks after a number of client accounts with support from Accountmanager. 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
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GettingInto marketing
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What employers want
Qualifications
AptitudeRelevant
Experience
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www.getin2marketing.com
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 Certificateor Professional Diploma once working.
Can be studied part time
Ask at 2ndstage interview if your
employer offers sponsorship for
qualifications and additional training
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www.getin2marketing.com
Build experience
You often wont know if its really for you until you have tried it!
Summer placements/Internships
Student brand managersCIM Career Development Award
Try before you buy for you and them
Market yourselfcreate your own placement campaign!
Listing at www.getin2marketing.com
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Create your marketing plan
1. Identify an area of marketing that might suit you
2. Research potential employers. Put yourself in their shoeswhy
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 flexiblehave a plan B!
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www.getin2marketing.com
CV Advice
KEY ACHIEVEMENTS
Any further achievements. Areas where you have made a particuarlar difference to an organisation. If possible try toquantify 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 tointerview. Alternatively the standard is to include the names and contact details of two referees.
http://images.google.co.uk/imgres?imgurl=http://cvgoblin.co.uk/images/CV.jpg&imgrefurl=http://cvgoblin.co.uk/cvreview.html&usg=__lFthD04rdzJkCr3lFjN_NXBqHkI=&h=565&w=850&sz=434&hl=en&start=11&um=1&itbs=1&tbnid=tV-JRWr3uWjuhM:&tbnh=96&tbnw=145&prev=/images?q=CV&hl=en&rlz=1T4ADBF_en-GBGB235GB236&sa=N&um=1 -
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Advice for Interviews
Research Become familiar with the organisation
Culture and Values
Turnover
Competitors
History
Mental preparationTry to put yourself in the position of the interviewerif 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 Dressappropriateness
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
http://images.google.co.uk/imgres?imgurl=http://img.dailymail.co.uk/i/pix/2008/04_02/SUGAR0904_468x497.jpg&imgrefurl=http://www.dailymail.co.uk/tvshowbiz/article-563381/What-takes-win-Apprentice--shows-real-stars-Nick-Margaret.html&usg=__vwndAx0V1W5Kupn4UwyqZg60Z30=&h=497&w=468&sz=31&hl=en&start=4&um=1&itbs=1&tbnid=jHxKwiQPNB7XrM:&tbnh=130&tbnw=122&prev=/images?q=alan+sugar+boardroom&hl=en&rlz=1T4ADBF_en-GBGB235GB236&sa=N&um=1 -
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www.getin2marketing.com
Where to look for jobs Graduate schemes
University Careers Service
Contactssix degrees separation
NetworkCIM 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
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www.getin2marketing.com
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 qualifiedCIM qualifications
Start your marketing career at getin2marketing.com
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www.getin2marketing.com
Get involved
Register as a guest
www.cim.co.uk/join
Enewsletters Event eshots
Take part in The Pitch
www.cim.co.uk/thepitch
http://www.cim.co.uk/joinhttp://www.cim.co.uk/thepitchhttp://www.cim.co.uk/thepitchhttp://www.cim.co.uk/join -
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Any Questions?