There are a number of marketing careers a graduate could pursue. The first impulse is for people to think that
marketing careers are all about advertising. That it’s all about that
creative spirit when there’s actually a lot of fabulous nuances to what
marketing involves. So, yes, advertising is one of them. If you’re in marketing,
advertising as a component of marketing. But if you look at what marketing truly
means, and that’s understanding the consumer and then delivering an
offering, so that has value to the consumer, and they want to exchange their money, their time, their resources, for it. There’s a lot of things that go into it.
First, getting that consumer to know that you have that offering is important.
Where advertising comes in, the creative actually creating of advertising,
then there’s promotion, so PR and working directly with vendors for sales — those
big displays you see at grocery stores through the sales divisions — that
strategy is set by marketing. But there’s other areas of marketing as well.
One is for a marketing analyst, which is a heavily analytical area. In order to
understand what the consumer wants, you need to aggregate data, so you need to
ask consumers — you need to see what they’re doing, how they’re doing it, and
then come with those numbers as some kind of cohesive picture. So you take all
these numbers, and you need to see a person — how does this person behave? What do they want? What do you do with them? And that is an important component of
marketing as well. Another area that’s often overlooked is the idea of the
channel or supply chain. The price that’s set for any offering is critical. A
consumer wants a good value, and they’re willing to pay for it, but in order to
get there, you need to be as efficient as possible. So how long are you keeping
goods and services in a warehouse? Services you obviously wouldn’t hold, but
how much are you tying up in terms of resources? How are you getting that
officially — efficiently to the consumer? So if you’re selling over the
internet, for example, you don’t necessarily — if you’re selling out of
your home, you don’t want your garage full of inventory, right? But you want to
be able to give the consumer what they want when they need it. Supply chain helps you figure out how that works, so if you’re a very logistical person, you’re very — you love puzzles, and how things fit together, and how to make them efficient, there’s a place for you
in marketing as well. Now all of that is fabulous, but it’s also very general.
Every single business, every single organization needs marketing, so one of
the most probably well-known, you’ll know places like General Mills and Target,
those are very well-known brands across the country. And, yes, you understand how
marketing works there, but what about the humane society? The animal humane society also needs marketing. They need people who have pets and need to give them up
for adoption to know that they’re there. They need people who want to adopt pets
to know that they’re there. They need to make sure that their very precious
inventory is well taken care of, so how do you fit into the industry that
you’re most interested in? Where is your passion? Public organizations like the
post office has rebranded several times, particularly as the environment changes.
And so much more is done over the internet. What does the United States
Postal Service going to do with their marketing to make sure that they’re
meeting the needs of their consumers? So whether you’re interested in healthcare,
whether you’re interested in retail, whether you’re interested in accounting,
whether you’re interested in criminal justice, security companies also need to have marketing. There’s a place to figure
out what the consumers needs are for your industry, and find your niche to
meet them. You can do that through traditional channels, like I was talking
about, but more and more companies are turning to where their consumers are, and
that’s the internet. How do you use social media? How do you make sure
consumers find you on the internet, so that you can provide your offerings, your
goods, and your services to them?