Majoring in Marketing
Careers in Marketing
Why Major in Marketing?
• At the core of every type of organization
• Allows you to draw on many skills and interests,
such as creativity, sales, research and analysis,
communication, and management
• Brings together many diverse industries, i.e.,
strategic alliances, co-branding, etc.
• Is at the forefront of societal and public policy
issues
• Offers outstanding variety of career opportunities
and a fast route up the corporate ladder
• IT’S FUN!!
Requirements for the Major
• Business core course: Principles of Marketing
• Two required courses: Marketing Research and Marketing Management
• Four marketing electives from among the following:
– Advertising Management
– Buyer Behavior
– Interactive Marketing
– International Marketing
– Marketing of Services
– Professional Selling
– Sales Management
– Sports Marketing
– Understanding the Global Marketplace in the Post Bailout Economy (NEW)
– Entrepreneurial Marketing (part of the Entrepreneurship Minor)
– Integrated Marketing Campaigns Course
Marketing Course “Tracks”
• Advertising
– Advertising Management
– Integrated Marketing Communications
• Sales
– Personal Selling
– Sales Management
• International
– International Marketing and Trade
– Business Law Minor
Experiential Learning:
Integrated Marketing Campaigns
• Seminar-style class taught in the spring
• Students function as an advertising agency
and develop a marketing campaign for an
actual company
•
Coke, AOL, Florida Tourism
• National Student Advertising Competition
sponsored by American Advertising
Federation (AAF).
• Pitch campaign at the regional level (NYC)
• 20 juniors and seniors selected
Linking Marketing Electives to Career Paths
Villanova Opportunities
• Distinguished Speaker Series featuring top executives from
industry leaders
• “Careers in Marketing” series
• Student business societies:
 Villanova Marketing Society, an affiliate of the American
Marketing Association (AMA)
 Villanova Advertising Society, an affiliate of the American
Advertising Federation (AAF)
• Faculty provide one-on-one help with:
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Course selection
Career advice
Study abroad recommendations
Finding a full-time job
Grad school admission
Marketing Jobs
• Jobs in marketing can be:
– Organized internship and long term
job training programs
– Individual positions
• Hiring takes place primarily in the
spring
– Some hiring in late fall early winter
– Different hiring cycle from
Accounting and Finance
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Marketing Jobs
 Marketing positions are available in:
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Businesses of all sizes and industries
Consumer Packaged Goods Companies
Global companies
Non-profit organizations
Media companies
 TV, Radio, Newspapers, Magazines,
commerce companies
e-
 Marketing services providers
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Advertising agencies
PR firms
Marketing research companies
Product placement firms
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VSB Summer Internship Programs
• Programs to help majors gain experience, and find
internships and full-time jobs:
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McNeil/VSB Brand Marketing Co-Op Program
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DuPont/VSB Marketing Communications Co-Op
Program
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International Ambassadors Internship in Italy through
the Center for Marketing & Public Policy Research
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Marketing Though Leaders Conference (Nov. 12, 2008)
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Marketing Professional Showcase (Feb. 24, 2009)
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Fashion Marketing Day in NYC (Sept.) and NYC Ad
Agency Tour (Jan.)
Recent VSB Marketing
Placements
• Adidas
• American Eagle
Outfitters
• BBDO
• Colgate-Palmolive
• Comcast
• DuPont
• Eli Lilly
• Euro RSCG Worldwide
• JWT (formerly J. Walter Thompson Company)
• Ford Motor Company
• Interbrand
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Lilly Pulitzer
Lord & Taylor
Macy’s
McNeil Consumer Healthcare
Medtronic
News America Marketing
NY Post
Pfizer
Polo Ralph Lauren
SAP America
Vanguard
Young & Rubicam
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Common Marketing Career Paths and Salary Ranges
Source: Perreault, Cannon, and McCarthy, Basic Marketing: A Marketing Strategy Planning Approach, 17th Edition, 2008: Irwin/McGraw Hill, New York, N.Y.
Brand and
Product
Vice President
of Marketing
$146 – 233,000
Brand/Product
Manager
$72 – 98,000
Sales
Top Sales
Executive
$151 – 232,000
Regional Sales
Manager
$87 – 115,000
Marketing
Research
Director of
Market Research
$126 – 192,000
Market Research
Manager
$76 – 102,000
Marketing
Coordinator
$41 – 57,000
District Sales
Manager
$71 – 98,000
Market Research
Supervisor
$51 – 70,000
Marketing
Assistant
$32 – 41,000
Sales
Representative
$45 – 88,000
Market Research
Analyst
$41 – 62,000
Advertising
(Account
Services)
Director of
Client Services
$300,000 +
Account Director
$100 – 300,000
Account
Supervisor
$75 – 100,000
Account
Executive
$45 – $60,000
Asst. Account
Executive
$28 – 39,000
Public
Relations
Retail
Top Public
Vice president
Relations
$125 – 200,000
Executive
$127 – 217,000
District sale
manager
$66 – 94,000
Public relations
Store manager
manager
$41 -55,000
$68 -94,000
Department
Manager
$28 – 37,000
Public relations
specialist
Retail sales staff
$37 – 69,000
$18 – 25,000
Academic Training
* Salaries are based on data from Salary.com and represent the range from the 25 th to the 75th percentile as of May 2008. All salaries
rounded to the nearest 1000. Salary for retail vice president estimated. Advertising (Account Services) modified from copywriter.
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Where Can I Work in Brand
Management?
• Example: Brand Management can be found in:
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Packaged goods companies
Pharmaceuticals
Advertising firms
PR firms
Brand Development firms
Financial firms
Accounting firms
Education
Non-profits
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Where Can I Work in Sales?
• Professional Selling is performed in:
– Health Care Products and Services
– Financial Services
– Information Technology/Networking Products
and Services
– Sports Products and Services
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Where Can I Work in Marketing
Support?
• For advertising, public relations, interactive
marketing, marketing research, and other
marketing services, look at:
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Advertising agencies
Media buying firms
Public relations firms
Direct marketing firms
Interactive marketing firms
Marketing research firms
Sports marketing agencies
Sports teams (advertising and sponsorship sales)
Event planning firms
Media companies (advertising sales)
• In-house positions
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Where Can I Work in Retail?
• Retailing offers many options for marketing
majors—buying, store operations and
management, e-commerce, and corporate
management
• Among the types of companies to look at:
– Mass merchants
– Department stores
– Specialty retailers
– Discount stores and warehouse clubs
– Grocery and drug store chains
– Restaurant and fast food chains
– Dealerships
– Non-store retailers: e-commerce firms,
mail order and catalogue companies
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VSB Recent Marketing Grads
Play
Video
VSB Marketing Grad
Company
Ashley Hiser
Ford Motor Company
Caitlin Howe
Advertising Agency
Erin McClosky
Medtronic
John Treppel
Adidas America
Stephanie Boyk
Vanguard
Tanya Gustafson
Interbrand
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What do I do Next?
• Step One: Explore Your Options
– Review internship and job opportunities through The
Clay Center and Career Services office.
– Talk to advisors, e.g., your marketing professor, a
Clay Center peer counselor, Career Services career
counselor, etc.
– Information interviews with individuals working in
the marketing field, such as family members, family
friends, VU alumni, etc.
– Attend meetings of the Villanova Advertising Society
and the Villanova Marketing Society
– Online research via industry publications and
professional associations (see links on subsequent
slide) and company websites.
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What do I do Next?
• Step Two: Get Some Experience
– Get involved in the Advertising Society and/or
Marketing Society as a committee member or
officer
– Marketing volunteer for on-campus
organizations, such as student business society,
fraternity/sorority and other student
organizations; Special Olympics, NovaFest, and
other events, etc.
– Experience-based learning: classes with projects
involving real-world marketing experience
– Internship for academic credit and/or monetary
compensation
– VSB Co-Op Programs with DuPont and McNeil
Consumer Healthcare
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Resources
• At Villanova:
– The Clay Center at VSB: Reference materials; site
visits; professional development programs;
internship/Co-Op advisor; peer counselors; academic
internship and Co-Op opportunities; etc.
– Career Services Office: Reference materials; online
guides (Vault.com, WetFeet.com) and assessment tools;
professional development programs; career counselors;
internship and job listings via GoNOVA; job fairs; etc.
– Career Connections: Networking and mentoring with
Villanova alumni; available through Career Services.
– Marketing Department: Advising; events; contacts;
etc.
– Villanova Advertising Society & Villanova Marketing
Society: Events; contacts; site visits; website; student
membership in national marketing organizations
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Resources
• Industry Associations
– American Advertising Federation (www.aaf.org). Job and
internship database, daily e-newsletter, other benefits.
Contact the Villanova Advertising Society
www.students.villanova.edu/advertisingsociety.
– American Marketing Society (www.marketingpower.com).
Career center, publications, and other benefits. Contact the
Villanova Marketing Society
www.students.villanova.edu/marketingsociety.
– Public Relations Society of America (www.prsa.org). Student
chapter of PRSSA at Villanova:
www.villanova.edu/artsci/communication/societies/prssa.htm
– Direct Marketing Association: www.the-dma.org
– National Retail Federation: www.nrf.com
– Marketing Research Association: www.mra-net.org
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Resources
• Industry Publications
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Advertising Age: www.adage.com
AdWeek: www.adweek.com
BrandWeek: www.brandweek.com
Marketing News: Published by the American Marketing
Association (AMA). Included with membership.
– The New York Times: “Business Day” section, Stuart
Elliott’s advertising column, weekly e-mail newsletter.
(www.nytimes.com)
– The Wall Street Journal, “Marketplace” Section, daily email
with articles pertaining to marketing and advertising.
(www.wsj.com)
• Other Websites
– Careers-in-Marketing, a service of Careers-in-Business:
www.careers-in-marketing.com.
– Marketing center on About.com:
www.marketing.about.com.
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Marketing Rocks!
• Marketing can be the gateway to other company
experiences due to its integration with other fields
• Marketing careers are varied, universal, and fun
• You CAN find a job in marketing
• You CAN earn a strong salary in marketing
• You’re going to have some fun in your job
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Contact Information
• Professor Greg Bonner
Department Chair
3015 Bartley Hall • 9-4350
greg.bonner@villanova.edu
• Professor Bill Madway
Advertising Society Faculty Advisor
2047 Bartley Hall • 9-4373
william.madway@villanova.edu
• Professor Jim Mullen
Major Advisor & Marketing Society Faculty Advisor
3023 Bartley Hall • 9-4349
james.mullen@villanova.edu
• Professor Burke Ward
Coordinator, Business Law & Corporate Governance
Minor
3048 Bartley Hall • 9-4375
burke.ward@villanova.edu