CAREER DEVELOPMENT / MAY. 03, 2014
version 6, draft 6

How to Become a Marketing Executive

The job of a marketing executive is to promote an employer’s products, services and general ideas. Forging a middle-ground between an individual’s communicational skills and their creativity, the role requires excellent organisation, a keen sense of business and commerce, and the confidence and know-how to market across a variety of platforms.

The Ins and Outs of the Job

The daily tasks of a modern marketing executive are subject to change depending on the specific sector they work in. Typical in-office tasks for an executive assigned to a client or project include:

  •  Conducting market research
  •  Creating bespoke marketing campaigns
  •  Exploring gaps in the market and gaining an idea of customer opinions in the sector
  •  Analysing the strategies of competitors
  •  Organising product exhibitions/PR events
  •  Overseeing the implementation of campaigns and seeing that deadlines are met
  •  Arranging sponsorships
  •  Organising advertising
  •  Writing and distributing promotional literature
  •  Managing campaigns via social media and websites

Essentially, a marketing executive is responsible for the planning, application and management of an advertisement campaign. Once a campaign is active, its effectiveness must be monitored so that any contingencies can be implemented in order maximise its overall efficiency. From start to finish, company executives are involved and accountable.

Requirements of the Job

To gain employment as a marketing executive, candidates often require two things- first of all, some relevant experience which utilises directly the skills required to properly assimilate into and excel within the area; and second of all a relevant HNC/HND degree. Though having both would be ideal, an abundance of experience will sometimes allow entrance into the field without a degree. On the topic of degrees, relevant subjects to pursue include:

  • Marketing
  • Advertising
  • Communications
  • Psychology
  • Business and Management

As for experience; volunteering and interning in the areas of sales, customer service and public relationships prior to graduation- or on the other hand full scale employment if you aren’t attending university, can only help to build a profile likely to appeal to a hiring manager within a marketing organisation. Bridging a gap between the two routes, body’s such as the Chartered Institute of Marketing offer various introductory courses which are starting to  hold more and more weight within the industry.

Pay Expectations

As marketing becomes more intrinsic within modern commerce, it is an industry which grows more and more lucrative for those seeking to work as part of it. The following figures are outlined by the National Careers Service as the rates marketers can expect to earn at each level:

Level

Salary

Junior Executive

£18,000 - £22,000

Experienced Executive

£25,000 - £50,000

Marketing Director

£50,000+

Personal Qualities of Successful Marketing Executives

There’s an entire range of personal qualities and characteristics that are likely to enable a candidate not only to excel in this role, but set themselves against in order to gain an understanding of their compatibility prior to ‘taking the leap’. These include:

  • Flawless communication skills (written and spoken)
  • Excellent organisational and forward planning skills
  • The ability and willingness to work as part of a team
  • A creative flair
  • Motivation, enthusiasm and professional drive
  • Timekeeping skills, an ability to work to tight deadlines
  • An attention to detail
  • Business sense, budget awareness
  • Confidence in one’s own abilities and concepts 

Career Development and Trajectory

The training undertaken as a newly employed marketing executive is likely to vary greatly depending on the organisation you are working for. On-the-job training is often required to bring employees up to speed on the processes preferred by an employer- and will carry on past this level as an individual’s skillset and experience grows.

Recognition from industry specific bodies such as the CIM or the Communication, Advertising and Marketing (CAM) Education Foundation is always advisable. Particular topic choices including:

  • CAM Diploma in Marketing Communications
  • CIM Professional Diploma in Marketing
  • CIM Professional Postgraduate Diploma in Marketing
  • CIM Chartered Diploma in Marketing

Available in both part time and full time formats, supplementary qualifications such as these go hand in hand with plain and simple experience, and will see both your employability (and visibility) sky-rocket. As with most modern professional fields, keeping your knowledge up to date as time passes is paramount in marketing- as trends twist and times change it’s vital that you’re able to display an up to date understanding and professional capability.

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