This section of the website is designed to provide you with more
specific information about developing a career in marketing.
Just starting out? Take a look at the Overview section for
information on the different types of job roles and the work that
they entail.
Overview
All businesses and non for profit organizations need to
strategically market their products or services in order to be
successful which makes marketing an essential function in any
organization. The Chartered Institute of Marketing (CIM) the
leading international marketing professional association, defines
marketing as; “the management process responsible for identifying,
anticipating and satisfying customer requirements profitably.” This
definition highlights the fact that marketing is now a management
function.
The awareness of the importance of marketing has lead to a
growth in marketing roles and career opportunities with most
companies and charities now employing dedicated marketing and
promotions teams. In particular ‘Brand’ has become increasingly
important and companies need to employ marketing teams who can
create and manage their brands ensuring they stand out in a crowded
market place.
A broad range of activities can come under the title of
marketing however a useful way to think of the marketing functions
is to refer to the seven P’s of the ‘marketing mix’. These are;
Product – marketers need to communicate the
unique features and benefits of the product or service.
Price – marketers need to work out the
perceived value given to the product by the consumer and decide on
a price they believe they will be prepared to pay.
Packaging/ physical evidence - marketers
consider the way the product is presented as well as the
environment in which is sold.
Place – marketers need to decide how the
product will reach the consumer e.g. distribution channels.
Promotion - refers to all the possible ways of
telling the consumer about the product as well as the methods of
selling, the methods chosen make up the marketing strategy.
People – those involved in the creation
and consumption of the product or service must be taken into
consideration by the marketer as they can influence the products
success.
Profit which is of course the end goal of the
company and marketers need to keep focused on how profitable
campaigns will be.
Job roles
There are a variety of career options within the marketing
profession and it is possible to move from generalist into
specialist roles or to train and build a career in a specialist
area. Many graduates join larger companies and gain broad training
in all of the marketing functions before moving into specialist
roles or consultancy.
The following information presents an overview of the main roles
which exist however these titles are interchangeable and depend
somewhat on the sector.
- 'Out of house' and agency
positions
- Marketing
management
- Brand management
- Direct marketing
- Market research
Studying at BPP
BPP Business School offers a range of Marketing courses
that can help develop your career path. To find out more
about the Marketing qualifications available, please click
here.