Career Profiles

Marketing

• Sales & Marketing

Sales & Marketing

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 operate in a symbiotic manner within organisations. Sales needs marketing to generate brand awareness, create adverts and direct marketing campaigns, and build a profile with exiting and potential markets. 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 pathways. Typical occupations for graduates include: marketing assistant; sales representative; business development coordinator; market research assistant; and publicity officer.

Fundraising, public relations and advertising are also often included under the banner of marketing.

The marketing and sales industry has experienced moderate growth in recent years. The numbers of workers it employs has increased with the overall growth of the Australian economy.

According to the Department of Education, Employment and Workplace Relations, there has been “strong growth” in jobs for marketing, public relations and advertising professionals (54.8 per cent over the last five years to February 2007) and this trend is expected to continue. Jobs in sales only showed “slight growth” of 9.5 per cent over the same period.

What you need

A Marketing degree or a degree in Business or Commerce with a major in Marketing is normally required, although some graduates move into the industry ‘sideways’ from other areas.

There are no prerequisite professional qualifications for sales representative roles, although Business and Commerce graduates will have skills well suited to most occupations in the sector.

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. There are less direct or tangible performance indicators in marketing, but results are equally important.

Sales and marketing professionals need to have a very good understanding of human behaviour, high emotional intelligence and the capacity to thrive under pressure.

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 $32,000-$45,000, four to six months after completing their qualifications. For recently graduated sales and marketing managers, this range began slightly higher at $35,000 and extends to $60,000. For those with experience, the 2005 Hays Salary Survey shows marketing managers typically earned $60,000-$120,000, while a director of marketing or sales was typically earning from $80,000-$250,000. See www.gradsonline.com.au  for current salary information.

Significant stats

• Sixty-three per cent of marketing, PR and advertising professionals are women.
• The median age of employees in marketing, PR, advertising and sales is approximately 35, making it a relatively young profession.

Source: except where indicated, figures from Australian Jobs 2007, Department of Education, Employment and Workplace Relations.

This article was taken from Graduate Opportunities 2008

© 2008 GCA