I Want to Work in ..... Marketing and Market Research
- What is Marketing?
- Job Roles and Specialisations in Marketing
- Getting Into Marketing
- Market Research
- Market Research Companies
- PRACTICE INTERVIEW for marketing and questions asked at market research interviews (separate page)
What is Marketing?
The Chartered Institute of Marketing defines it as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably."
Marketing is concerned with identifying consumer demand relative to a product or service and developing ways in which customers (consumers or other businesses) can purchase these in the optimum amounts to make your company profitable. This involves analysing market research, distribution, design of the product, place (i.e. where to sell it), pricing and promotion – also known as the 4 ‘Ps’. (Monster.co.uk)
This means that the ideas, the brand, how you communicate, the design, print process, measuring effectiveness, market research and the psychology of consumer behaviour all count as part of the bigger picture of ‘marketing’.
Marketing is a broad field, including specialisations such as brand management, marketing communications and digital marketing.
Marketing executives develop marketing campaigns to promote a product, service or idea. It is a varied role that includes planning, advertising, public relations, event organisation, product development, distribution, sponsorship and research.
Most graduates will start their marketing career as a Marketing Executive. Sometimes described as Assistant Brand Managers/Product Managers/Marketing Coordinators, the precise responsibilities of the Marketing Executive vary from company to company and are largely determined by the size of the organisation by which you are employed and the importance of marketing within the company. (Monster.co.uk)
Job profile of a marketing executive from the Prospects website
Job profile of a marketing executive from the TARGET Jobs website
Job profile of a brand manager from TotalJobs.com
Marketing communications (also known as MarCom) includes advertising, direct marketing, branding, packaging, online presence, printed materials, PR activities, sales promotion, sponsorships, trade show appearances and more.
How customers receive marketing communications. (Source: Schultz and Kitchen, 2000, p. 110)
What Is Marketing Communication? www.marsdd.com/mars-library/what-is-marketing-communication-marcom
- Job profile of a sales promotion account executive from the Prospects website
- Job profile of marketing communications from TotalJobs.com
Direct and Digital Marketing
Also see our digital marketing careers page
Direct marketing involves a direct approach to the consumer, through channels such as directly-addressed communications delivered by post, inserts in newspapers and magazines, catalogues, coupons and flyers.
While these print-based channels are still important, electronic media has not only offered new methods of direct marketing but allowed campaigns to be monitored and analysed much more closely and accurately. This approach to direct marketing is usually referred to as digital marketing.
In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyse marketing campaigns and understand what is working and what isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc www.sas.com/en_sg/insights/marketing/digital-marketing.html
Digital marketing is a rapidly expanding area, as it enables products, services and events to be promoted to a closely targeted audience.
- The Institute of Direct and Digital Marketing www.theidm.com
- I Want to Work In Digital Marketing www.kent.ac.uk/careers/workin/digital-marketing.htm
- The Ultimate Digital Marketing and SEO Glossary www.matthewwoodward.co.uk/jargon-buster
You may work in the marketing department of a company or for an agency which provides marketing services to many different clients. Agencies may be “full service”, providing the full range of marketing services, or may specialise in an area such as digital marketing, marketing communications, field marketing or branding.
Marketing is one of the most popular graduate careers, which makes entry highly competitive. Statistics show that, on average, there are 85 applications per graduate vacancy.
While many employers recruit graduates from any degree subject into marketing, others may ask for a business-related or marketing-related degree (which helps to cut down the numbers applying!). Graduates in other subjects may want to consider a postgraduate course as a back-up plan - in marketing, export marketing or in business studies with a marketing option.
Qualities required include: confidence and resilience, strong communication and negotiation skills, numeracy, analytical ability, commercial awareness, eagerness to take responsibility and a competitive streak.
Many major graduate recruiters run graduate training schemes in marketing. These include banks, food and drink, other manufacturing companies, energy and telecommunications companies and IT services.
Apply for these very early in your final year but don’t just rely on graduate schemes. Smaller employers offer many opportunities in marketing and, although they may advertise directly, also recruit through professional bodies such as the IDM or use specialist recruitment agencies (see below).
You can also enter after experience in a related field - particularly sales, but also purchasing, distribution, etc.
- Chartered Institute of Marketing: How do you Get into Marketing? www.cim.co.uk/more/getin2marketing/how-do-you-get-into-marketing/
- TARGET Jobs: How do I get a Graduate Job in Marketing? https://targetjobs.co.uk/career-sectors/marketing-advertising-and-pr/288239-how-do-i-get-a-graduate-job-in-marketing
- Getting a job in Marketing with little or no experience
- The Chartered Institute of Marketing www.cim.co.uk
- Communication Advertising and Marketing Foundation (CAM) www.camfoundation.com
- The Direct Marketing Association www.dma.org.uk
- The Institute of Direct & Digital Marketing www.theidm.com
- Institute of Promotional Marketing www.theipm.org.uk
- Marketing Agencies Association www.marketingagencies.org.uk
- BMS Marketing www.bmsmarketing.com Sales and marketing recruitment agency
- Barclay Meade www.barclaymeade.com/marketing-and-communications-jobs
- Brand Republic www.brandrepublic.com/brand-marketing/marketing Marketing news and campaigns
- Marketing Job Board www.marketingjobboard.co.uk/jobs/graduate-marketing
- Marketing Weekwww.marketingweek.com
- Simply Marketing Jobs www.simplymarketingjobs.co.uk/graduate-marketing-jobs
- Spotlight Recruitmentwww.spotlightrecruitment.com Specialists in marketing and communications, across all marketing roles and industry sectors
- Glossary of marketing terms www.thesavvypartnership.co.uk/about/marketing-glossary
- What Can I Do with my Marketing Degree? www.kent.ac.uk/ces/student/degree/marketing/index.html
What is market research?
Market research is about listening to people, analysing the information to help organisations make better decisions and reducing the risk. It involves the systematic gathering and interpretation of information about individuals or organisations using the statistical and analytical methods and techniques of the applied sciences to gain insight or support decision making. (ESOMAR)
Market researchers plan, co-ordinate and manage market research projects, collecting and analysing quantitative and qualitative information and communicating it to clients.
Interviewing millennials in Vegas, creating a bar concept in Berlin or researching ‘fandom’ on social media – the data, research and insights industry is vast and varied (https://young.esomar.org/career)
- Job profile of a market researcher from the Prospects website
- Job profile of a market researcher from the TARGET Jobs website
- Market Research case study from graduate-jobs.com
- The Market Research Society
- Adelphi Group www.adelphigroup.com/index.php/careers/graduate_opportunities Pharmaceuticals and healthcare
- B2B International www.b2binternational.com/about/about-b2b/work-for-us/graduates
- Cello Health Insight www.cellohealthinsight.com/careers/graduate-recruitment/ Healthcare-focused market research. Recruits graduates as Research Assistants.
- DJS Research www.djsresearch.co.uk/careers offer 4 to 6 internships a year as well as ongoing opportunities for graduates.
- Facts International www.facts.uk.com/join-our-team full-service agency based in Ashford
- Gamma Associates www.gamma.uk.com/en/?q=about/employment
- GfK www.gfk.com/en-gb/careers/overview
- Ipsos MORI www.ipsos-mori.com/aboutus/careers.aspx Has a graduate programme
- Kantar www.kantar.com/careers
- Millward Brown www.millwardbrown.com
- Nielsen www.nielsen.com
- Research Partnership www.researchpartnership.com/careers/graduate-programme
- TNS www.tnsglobal.com/work-for-us/graduates
- Youth Sight www.youthsight.com/careers “We help clients see the world through the eyes of young people, students and young professionals”
- Career Infographic – Insight and Intelligence Industry. Career paths in market research and data analysis www.mustardmarketing.com/career-infographic
- Graduate Entry to Market Research http://researchtalenthub.co.uk/graduate-entry-into-market-research/
- “The best Career You’ve Never Heard Of” from Optimisa Research http://blog.optimisaresearch.com/the-best-career-youve-never-heard-of/
- The Market Research Society www.mrs.org.uk Includes careers advice, work placement and internship opportunities
- AQR www.aqr.org.uk Association for Qualitative Research. Request a “Gradpack” giving useful advice about getting into this specific field of research.
- ESOMAR www.esomar.orgThe world association for market, social and opinion researchers, based in Amsterdam. The Young ESOMAR Society has information on market research careers and a jobs board.
- Market Research Careers Wiki from the University of St Andrews www.st-andrews.ac.uk/careers/wiki/Market_Research
- Research Live www.research-live.com Industry news, opinion, special reports and feature articles for market and social researchers, data analysts and consumer insight professionals.
- MR Web www.mrweb.com news and jobs service for market research professionals
- Market Research World www.marketresearchworld.net online resources and research related articles relevant to market researchers and students and individuals with an interest in the market research industry. Includes links to agencies, grouped by country, and a jobs portal
- Research Jobfinder www.researchjobfinder.com
Last fully updated 2016