Marketing

Major/Career Profile

General Description

Marketing is concerned with planning, implementing and controlling efficient distribution systems for goods and services designed to satisfy chosen consumer segments. It involves the broad areas of product development, pricing, promotion, distribution management as carried out by producers, wholesalers and retailers.

The types of marketing occupations are as diverse as the marketing field itself. Due to the growing size and complexity of domestic and international economics, marketing personnel often begin their careers in sales and then move into staff and/or management positions. Many top executives begin their careers in marketing.

More people are employed in sales than in any other single marketing occupation. Modern-day sales requires smart, hard working and sophisticated salespeople. Other marketing staff personnel are employed in such service and staff functions as advertising, product planning, marketing research, purchasing, and public relations.

All entry-level, marketing positions can lead to marketing management positions such as sales manager, advertising manager, sales promotion director, and marketing research manager.

Positions typically require creativity and attention to detail. Skills at personal planning and interacting with others are highly prized. Marketing is very dynamic and differs greatly across the United States and internationally.

Career Options

Graduates with this major find work as: Sales Representative, Manager Trainee, Import/Export Agent, Retail Buyer, Radio/TV Time Salesperson, Insurance Agent, Public Relations Specialist, Advertising Account Executive, Purchasing Agent, Sales Manager, Retail Merchandising Manager, Brand Manager, and Market Research Analyst. Some of these careers require additional experience or education. Various entry-level, trainee positions in business and industry are available for graduates regardless of academic discipline.

Typical Employers

Consumer products companies, large retailers, advertising/public relations agencies, banks and financial institutions, stock/securities brokers, colleges and universities, computer companies, insurance companies, market research firms, pharmaceutical companies, publishers, real estate development companies, travel/transportation services, exporters and importers, wholesale/retail merchandisers, hospitals and health service providers, and a variety of nonprofit organizations.

Salary and Employment Outlook

Through the year 2010, employment of sales representatives in the wholesale, manufacturing and services industries is expected to grow more slowly than the average for all occupations. This decline is attributed to the use of computer technology and the integration of electronic commerce. Most job opportunities will result from the need to replace workers who transfer to other occupations or retire. On the other hand, employment of advertising, marketing, promotions, public relations and sales managers is expected to increase faster than the average for all occupations through 2010 due to increasingly intense domestic and global competition in products and services offered to consumers.

Compensation methods tend to vary depending on the type of employer or product sold. A large number of employers use a combination of salary and commission or salary plus bonus. For more information on local and national earnings, visit the Career Development Center.

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