Appendix B – Financial Aspects of Marketing
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Planning A Career In Marketing
CHAPTER CONTENTS
LECTURE NOTES
• Getting a Job: The Process of Marketing Yourself ……………………………………………….B-2
POWERPOINT RESOURCES TO USE WITH LECTURES
PowerPoint
Textbook Figures Slide
Figure B-1 Seven major categories of marketing occupations ………………………………………….B-5–6
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LECTURE NOTES
PLANNING A CAREER IN MARKETING
I. Getting a Job: The Process of Marketing Yourself
• Getting a job is a process that involved planning, implementation, and evaluation.
• You need to market yourself systematically and aggressively.
• Think of a finding your first job as “the startup of you!”
• Select a target market (job opportunities) and design a marketing mix around that
target market.
o You are the “product” and decide how to “position” and “brand” yourself
in the job market.
o Price is the salary range and job benefits.
II. Careers in Marketing
• There are many types of marketing jobs from:
o Traditional employers (manufacturers, retailers, agencies)
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Education.
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5. Marketing Research.
– Marketing research analyst positions may be the number one
job in business.
– Researchers obtain, analyze, interpret, and facilitate marketing
6. International Careers.
– Marketing careers can be found in international settings in
multinational corporations.
– This can be in small, medium, and large firms, including
consulting and franchises.
Appendix B – Financial Aspects of Marketing
II. The Job Search Process.
• Activities in the job search process include assessing yourself, identifying
job opportunities, preparing a resume and correspondence, and going on
job interviews.
A. Assessing Yourself.
• Know yourself so that you can market yourself effectively to
prospective employers.
• The first step is self-assessment to understand your interests, abilities,
personality, preferences, and individual style.
B. Identifying Your Job Opportunities.
• Conduct some marketing research to determine industries and
companies that offer promising job opportunities. Several sources can
help in this search.
• Career Services Office:
o Campus career services can help (1) inform you about
companies recruiting on campus, (2) alert you to job openings,
(3) advise about career prospects, (4) offer resume advice, (5)
assess interviewing skills, and (6) evaluate job offers.
• Online Career and Employment Services:
o Many companies use online services to advertise and search for
job candidates.
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• Library:
• Advertisements:
o Local newspapers, college newspapers, trade publications, and
business magazines contain classified ads with job opening
listings.
• Employment Agencies:
o Employment agencies have a large number of job listings
• Personal Contacts and Networking:
o Personal contacts are often overlooked. People you know often
know of job opportunities. Relatives, friends, instructors, and
business contacts can provide information about potential jobs.
• State Employment Office:
o State employment offices have listings of job opportunities as
well as counselors to help arrange interviews.
• Direct Contact:
C. Writing Your Resume.
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Education.
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1. The Resume Itself.
– A well-constructed resume contains a number of sections,
including:
o Identification
2. The Cover Letter.
– The letter accompanies the resume and serves as the
candidate’s introduction.
– The letter should be addressed to a specific person, identify the
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Education.
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1. Preparing for a Job Interview.
– Before the interview, gather facts about the industry, the employer,
and the job.
2. Succeeding in Your Job Interview.
– View the interview as a conversation. Both of you are in the interview
3. Following Up on your Job Interview.
– After the interview, send a thank-you note and indicate whether you
are still interested in the job.
Appendix B – Financial Aspects of Marketing
– Knock ‘em Dead: The Ultimate Job Search Guide
3. Selected Periodicals:
– Advertising Age
– Bloomberg Businessweek
– Journal for the Advancement of Marketing Education
4. Professional and Trade Associations:
– American Advertising Federation
– American Marketing Association
– ANA Business Marketing
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