2. Marketing Career Overview Goizueta Business School BBA Career Management Center Online Workshops

3. Goizueta Business School BBA Career Management Center Functions of Marketing Create a presence for a brand or product Advertise a brand, product or position Research who will “buy” a product and why Analyze present and future marketing strategy Create or run events which will add value to a product or brand

4. Goizueta Business School BBA Career Management Center Marketing Industry Breakdown

5. Goizueta Business School BBA Career Management Center Why Marketing? Fast-paced, stimulating, creative work environment Challenging assignments some with significant creativity Chance to work as a member of a team Significant interpersonal communication with client and co- workers Opportunity to focus and become an expert on a specific product or service line Opportunity to plan and execute an event or campaign Solid foundation for subsequent corporate appointments

6. Goizueta Business School BBA Career Management Center What distinguishes a Job in Industry (Marketing) from I-Banking or Consulting? Investment BankingConsultingIndustry Primary on-the-job training Primary on-the-job Primary on-the-job training Primary on-the-job training Primary on-the-job Work on many projects Work on 1-2 assignmentstraining Work on many projects Work on 1-2 assignmentstraining simultaneously simultaneously Work on only one simultaneously simultaneously Work on only one Relatively unstructured Relatively unstructured product or project Relatively unstructured Relatively unstructured product or project environment environment More structured environment environment More structured More senior level client contact More junior level clientenvironment More senior level client contact More junior level clientenvironment Less predictable lifestyle contact Contact with mgt. in Less predictable lifestyle contact Contact with mgt. in Long hours More predictable hoursyour group only Long hours More predictable hoursyour group only Some travel Extended travel Predictable hours Some travel Extended travel Predictable hours Higher bonus, Higher base salary, Little travel Higher bonus, Higher base salary, Little travel Lower base salary Lower bonus Base salary will vary Lower base salary Lower bonus Base salary will vary Bonus will vary Bonus will vary

7. Goizueta Business School BBA Career Management Center Marketing Career Options Public Relations Event Planning AdvertisingAgency Research Sales Position Brand/Product Manager Sales

8. Goizueta Business School BBA Career Management Center Public Relations Firms Functions of PR Employee Develop and propose a marketing strategy for clients based on research Position clients based on their marketing strategy Create relationships with the media to get publicity and write-ups for clients Write press releases and stories - “Smile and dial” for story placement Create events or promotions to support client initiatives Serve as a “lobbyist” for the client Work as public information agent for crisis clients

9. Goizueta Business School BBA Career Management Center Events Functions of Event/Promotion/Convention/Meeting Planners Create event plans to be presented to the client Create event budgets Evaluate and contract for space for the event Work with contractors for food, decoration, entertainment, speakers… Contract with co-sponsors or exhibitors or spokespersons Oversee event set-up Remain on-site to manage any unforeseen problems during the event

10. Goizueta Business School BBA Career Management Center Advertising Agencies Functions of an Advertising Agency Account Management/Project Management Media Buying/Planning Creative Department: Design, Writing Copy Research Interactive: Websites etc.

11. Goizueta Business School BBA Career Management Center Research Job Responsibilities of a Marketing Researcher Track clients’ competitors Survey various target markets to make recommendations for product positioning Develop research tools and document methods Solicit and maintain a database of research/survey participants

12. Goizueta Business School BBA Career Management Center Brand/Product Management Functions of Product/Brand Managers Responsibility for performance and market share of brand or product Responsibility for positioning your brand/product within its target markets Responsibility for packaging and quality control for the brand Work with advertising agencies/PR firms to advertise and promote the brand/product Analyze data regarding customers, budgets, etc for the brand/product Oversee roll-out

13. Goizueta Business School BBA Career Management Center Sales Functions of a Sales Representative Responsibility for achieving monthly, quarterly, and yearly sales goals Responsibility for sales by region or product category Prospect for new customers Develop product proposals of future plans for customers Maintain relationships with current customers and upsell if possible Retain customers through superior customer relations Become an expert regarding the product you sell Direct career toward gaining a position in sales management or brand/product management

14. Goizueta Business School BBA Career Management Center What makes a good Marketing Candidate? Skills Intelligence Ability to learn quickly Analytical ability Precision and accuracy in work Strong interpersonal skills Creativity Quantitative ability Ability to work as a part of a team Time Management Self-starter Personality Energetic, hardworking Outgoing, personable Self-motivated, tenacious Reliable Mature, committed Enthusiastic Flexibility

15. Goizueta Business School BBA Career Management Center Hiring Process for Marketing Resumes Review Screening interviews (either on campus or in their offices) Call-backs (either on campus or in their offices) Optional additional site visit Offers extended This process for many marketing jobs does not begin until the spring semester. Spend your fall researching and contacting companies you would like to speak with who are not visiting campus in the fall semester.