Career ProfilesMarketing
Sales & MarketingThe industry... For any firm, the major objective is to market and sell its products or services profitably. In medium and large sized firms, which usually offer numerous products and services nationally or even worldwide, the market research, marketing strategy, sales, advertising, promotion, pricing, product development, and public relations are central activities of the organisation. Sales and Marketing usually operate in a symbiotic manner within organisations. Sales needs Marketing to generate brand awareness, create ads and direct marketing campaigns, and build a profile with possible customers. Marketing depends on Sales to utilise their work for direct results and to let them know what the customers are doing and saying. The work... A career in Marketing can include a number of positions and career tracks, including: marketing assistant; sales representative; business development coordinator; market research assistant; and publicity officer. Fund raising, public relations, and advertising are also included under the banner of marketing. These roles, like sales roles, share the elements of communication, people and results. Marketing Managers... Develop the firm’s marketing strategy in detail. They do this through researching consumer spending habits, monitoring sales and formulating a strategy to accurately reach the desired type of consumer (the target market). In addition, they also identify potential markets for future development. Marketing managers research, plan and implement all aspects of an organisation’s marketing plan. Their overall goal is to improve the image and profile of the organisation, by increasing its sales and therefore the market share. They are required to understand consumer trends and demographics and to plan and coordinate advertising and publicity campaigns. Marketing managers develop pricing strategies to help firms maximise profits and market share while ensuring that the firm’s customers are satisfied. In collaboration with sales, they monitor trends that indicate the need for new products and services and oversee product development. Sales Representatives... Sell to both wholesale and retail businesses. They are expected to meet sales and growth targets, achieved through strategies that include maximising the product range, shelf positioning in retail outlets, streamlining order processes and ensuring timely response to orders taken. Sales professionals are also responsible for coordinating the relevant aspects of advertising programs. What you need... A degree in Business or Commerce, with a major in Marketing, or a Marketing degree is normally required for marketing professionals. There are no prerequisite professional qualifications to work as a sales representative, although graduates in business or commerce will have skills well suited to the role. Although aligned, sales and marketing are not the same. Sales roles generally require a driven, focused and persistent person and a desire to work in what is often a highly commission-based environment. Marketing roles utilise a softer selling approach, based around messages directed at a target market via various media and produce less direct or tangible, but equally important results. Money matters... The Australian Graduate Survey indicates that in 2006, half of all new bachelor degree graduates working full-time as sales and marketing professionals were earning between $32,000 and $45,000, four to six months after completing their qualifications. For those working as sales and marketing managers, this range began slightly higher at $35,000 and extends to $60,000. Looking to the future, the 2005 Hays Salary Survey shows marketing managers typically earned $60,000-$120,000, while a director of marketing or sales was typically earning anywhere from $80,000 to $250,000. The lifestyle factor... Sales and Marketing can both be perceived as glamorous roles but both require hard work and dedication. In both roles, measurable sales targets must be reached and incumbents are under constant pressure to perform. Marketing and sales are directly responsible for the level of success an organisation has and this is reflected in their performance measures. Both roles require a very good understanding of human behaviour and an ability to interpret and use the relevant information. Snapshot... The marketing and sales industry has experienced moderate growth in recent years. The numbers of workers it employs has increased with the overall increase of the Australian economy. The unemployment rate is fairly similar to the national average. Job prospects are good, but not fantastic, while moderate growth is predicted in the future. The statistics:
Jobs listed as having ‘very good’ prospects include:
The jobs listed as having average to below average prospects are:
Statistics from Australian Jobs 2006, Department of Employment and Workplace Relations. The experts say...
“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.” This article was taken from Graduate Opportunities 07/08 © 2007 Graduate Careers Australia. |
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