Marketing Guide and Directory
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Marketing research aims to find out why and how purchases are made through both quantitative and qualitative methods. Field coordinators collect and tabulate research data in order to demonstrate product benefits to the consumer. The project manager interprets findings, produces reports, sets up focus groups, and assists with proposals and questionnaires. Account representatives act as liaisons between the client and the project team and identify sales opportunities within target organizations. Research specialists oversee all research activity and work with project managers to ensure the validity of methodology, statistical approach, and findings.
The advertising team develops the marketing approach, presents ideas to
the client, creates appropriate artwork, and secures media space.
Account representatives serve as a liaison between the art department,
the production department, and the client. Media buyers and
analysts acquire media space and use statistics to minimize costs.
The art director oversees a group of artists and printing/production
technicians, recommends artistic strategy, and coordinates campaign
progression through final production. The production manager
coordinates all print production operations and acts as a liaison between
the sales department, clients, and printers.
As the "face" of the company, the public relations department is responsible for providing a positive image to the consumer. The public relations department employs PR managers and assistants who write press releases, coordinate special events, and ensure press coverage, as well as community relations managers who oversee financial support to community causes.
Consumer psychology aims to discover what consumers purchase and why. Analysts and specialists review data and develop multichannel marketing programs based on their findings. The product management team employs product managers and assistants who develop, test, and promote new products.
Other sectors of marketing include services marketing, nonprofit marketing, direct marketing, and business-to-business marketing. An undergraduate degree is required for most marketing positions, but advanced positions require an MBA (Master of Business Administration) degree. Most positions also require extensive on-the-job training as well as excellent communication skills and creativity.
For more information about careers in marketing, visit the American Marketing Association, the Institute for Public Relations, and the International Advertising Association.
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