Career Options: Management/Marketing
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JOBTALKS Career Options in Marketing and Management Indiana University Kelley School of Business C. Randall Powell, Ph.D Contents used in this presentation are adapted from Career Planning Strategies and used with the permission of the author. Career Options in Management and Marketing Starting a Job Search Consider credentials you have to offer employers Your resume is an important part of understanding what you have to offer employers Follow-up with a review of what your career options are What do you really want to do? Multiple Options to Explore To aid in exploring job options, try a functional management approach JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOBJOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB Management Assumption JOB Because you hold a college degree, you might strive for a management or administrative opportunity JOB JOB JOB JOB JOB JOB JOB JOB JOB JOBJOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB JOB areJOB There logicalJOB starting assignments for a JOB JOB JOBmanagement JOB JOB career JOB JOB JOB JOB JOB JOB JOB JOB JOB Functional Approach Senior Manager, Top Executive?... Where do you start? Break management down. What will you be managing? OPERATIONS Three basic functions will FINANCE be done in nearly all work environments MARKETING Marketing and Management Careers This presentation focuses on: Careers closely related to the management and marketing functions Related fields such as public relations, personnel, international assignments Marketing and Management Thousands start careers in Marketing and Management each year Where you start depends upon prior work experience and academic background This presentation will aid in your exploration in marketing, management and related areas Marketing Careers Sales Representative Account Executive Manufacturing Representative Store Manager Marketing Careers Branch Manager Product Manager Buyer Market Researcher MARKETING Selling product/service to a user Encompasses all employment sectors Most professional jobs involve marketing World runs on commerce and trade Key Fields In Marketing Distribution Channels Wholesale Retail Stores Mail Order Direct Sales Product/Services Consumer (personnel) Industrial (engines) Commercial (computers) Financial (stocks) Intangibles (insurance) Services (healthcare) FREQUENTLY LISTED JOB OPENINGS Store Management Merchandise Buying Advertising Market Research Sales Representative Thousands of titles but related to these five Qualification For Marketing Usually no special major required Communication abilities Supervisory potential Marketing Qualifications No experience necessary Training programs No universal set of personal qualities Many types of personalities SALES Account Executive Customer Engineer Vice President Sales Person Account Manager Service Representative Customer Service Sales Support Special Agent Sales Manager Calling Officer Field Engineer Sales Management Requires daily customer contact Must have public relations orientation Interface between two parties Marketing Management Aspirants Solid foundation Learn employer/customers problems/concerns Learn product/service Spend time in sales Begin in entry level position SALES MANAGEMENT TRAINING PROGRAMS Home office orientation Field training (O.J.T.) Night study Weekly seminars "Thornton, it's your baby...nurture it, feed it, caress it, love it, cuddle it, care for it, respect it, and above all, SELL IT!" Sales Management Compensation benefits automobile salary expenses Sales Management Compensation results tied to salary growth Sales/Marketing Travel Comes with the territory! Sales/Marketing Advancement Vice President Geographical or Product Director Staff/Analyst/Assistant to Manager Sales THE DOMESTIC SALES ORGANIZATION USA Vice President Advertising 5000 people 2000 people 1000 people 100 people 20 people 5 people 1 person National Central region Regional District Branch Supervisor Representative Market research 50 states 15 states 3 states 1 state Major city Territory Organized geographically and/or by product group Retailing Objective: Get customers into the store Selling to the customer RETAILING sell product/service to public Merchandise soft goods hard goods food/drugs service RETAIL CHANNELS Opportunities in four Channels of Distribution Retail Channels department store national chain discount store specialty shops Retailing Promotion Path MANAGEMENT store mgr. staff dept. mgr. asst. dept. BUYING executive buyer sales mgr. asst. buyer BUYER STEREOTYPE Retailing Compensation Competitive salary - initially Above average - later RETAIL MYTHS Stereotypes not always true low pay long hours hectic days female dominated Retailing Receive: Training experience contacts Go into business for yourself ADVERTISING AGENTS Agencies DDB Needham FCB Advertising J. Walter Thompson Leo Burnett Advertising Media Newspapers Magazines Brochures Radio Television Billboards Web agencies produce materials Internal Departments media selection creative services operations account mgmt. Advertising Agency Organization ADVERTISING FUNCTION copywriting and editing art and layout production sales specialists and experts in each department MARKETING RESEARCH Data collection Market analysis Recommendation Forecasting Investigate Evaluate Solve Predict Ad agencies and specialized firms MARKETING RESEARCH Statisticians Programmers Analysts Researchers MARKET RESEARCH INC. "Actually, we much prefer `Random Sample of Potential Customers' to `Guinea Pigs'." Advertising Job Prospects Many more candidates than jobs Successful employment requires 1. An aggressive job campaign 2. A good network of professional peers Advertising Compensation 8 $ 6 4 2 0 Time Advertising Locations small firms everywhere metro areas concentrated Product/Brand Management Skills Required: Analytical and Quantitative Communication Interpersonal Organization/Planning Product Management Career Path President Exec. Vice Pres. Group Vice President Vice President Marketing Director Group Product Manager Product Manager Asst./Assoc. Product Manager (2-3 years) Marketing Asst./Asst.. Product Manager (1-2 years) Sales Assistant Marketing Overview Thousands Of Opportunities All Academic Disciplines Little Or No Experience Broad Overview Explore In More Depth MANAGEMENT TRAINING PROGRAMS development oriented rotational ZZZZZZZZZ General Manager MANAGEMENT TRAINING PROGRAMS Trend Downward Offered By Very Few Employers After 3 To 6 Months: Production Supervision Accounting Or Finance Sales MANAGEMENT TRAINING PROGRAMS Advantages Broad training Exposure Career decision test MANAGEMENT TRAINING PROGRAMS Disadvantages Make-work assignments Temporary nature Little commitment Few mentor possibilities MANAGEMENT TRAINING PROGRAMS outlook Offered by selected industries Offered by smaller organizations No strong trends Functional orientation is most common MANAGEMENT TRAINING PROGRAMS Industries using concept: Retailing Transportation Insurance Banking Government ADMINISTRATIVE ASSISTANT Personal Qualities: Enjoys Working Behind A Desk Usually Do Not Involve Daily Mobility Analytical Mind/Projects Record Keeping PC Orientation Good At Details Patient Problem Solver Orderly Person Human Resource Departments Typical Job Titles Employment Manager Labor Specialists College Relations Manager V.P. Human Relations Training Specialists Personnel Manager Safety Consultant Social Security Specialists Benefits Administrator Personnel Management Job Titles Contract Administrator Communications Director Compensation Manager Corporate Affairs Specialist Erisa-Pension Manager Insurance Administrator ZZZZZZZZZ Personnel HUMAN RESOURCE MANAGEMENT FUNCTIONS Employment Services Training Labor Relations Compensation Compliance Technical expertise required Personnel Advancement Vice President Personnel manager Plant Personnel Manager Staff Level Assistant Trainee Units Personnel Advancement Corporate Division Level Department Manager Plant/Office Responsibility Levels Personnel Compensation Staff function overhead Based on performance Intrinsic rewards Personnel Outlook Depends on: Academic credentials Legal knowledge Technical expertise Supply/demand Transfers Public Relations Flashy Character Glad Hand False Images Sales Eliminate Myths Public Relations Government Relations Publications Coord. Trade Show Manager Display Specialist Speech Writer Writer Lobbyist Photographer Public Relations Expertise Needed In: Writing News Releases P-R Appearance T.V. Personality Speech Writing Copy Writing Photography Lay Out Editing PUBLIC RELATIONS JOB OUTLOOK Media Employment Strong Credentials Essential Limited Job Openings International Jobs Interest in Foreign Nationals Not Hired Directly Moved Later International Experts Recruit International Experts 18-24 Months Assignment Language Helpful Language and Cultural Training Request Transfer to International Consulting Types of Consulting: Compensation/Benefits Strategy only MIS Operations Consulting Skills: Conceptual and analytical Interpersonal Quantitative Communication (oral & written) Organizational Technical Typical Career Path Associate or Consultant (2-3 years) Senior Associate (1-2 years) Manager or Principal (2-4 years) Vice President or Partner Total Career Exploration Can't cover ALL aspects Get a broad overview If you would like to learn more, Career Planning Strategies textbook will supply additional information on this topic.
