Lecture 11 - Marketing and related careers Flashcards
What is marketing?
- the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
- is also about matching an organisation’s products or services to customers and thereby increasing profitability
Technology, media and marketing?
- we are currently in the digital / social marketing era of the evolution of marketing, with strategies being heavily influenced by the internet and social media
- live TV is being replaced as the main advertising medium as streaming content becomes more popular
- for example embedded targeted adverts within social media feeds and social influencers promoting products
Why is gender based marketing bad for business - Gabby Barios TedTalk?
- Gender based marketing can cause businesses to loose money
- Gender isn’t very interesting/ exciting to consumers
What does a marketing executive do?
- They drive profit and promote products and services through coordinated marketing campaigns
- May be involved in planning, advertising, public relations, event organisation, product development, distribution, sponsorship, research
What are the responsibilities of a marketing executive?
- create awareness of the brand you’re marketing
- communicate with target audiences
- help with marketing plans
- produce creative content, including videos and blog posts
- run social media channels
- organise and attend events such as conferences
- conduct market research
What is the salary of a marketing executive?
- can expect to earn in the region of £20,000 to £30,000
- senior marketing executives can earn between £30,000 and £45,000, with marketing managers earning up to £60,000
What skills do you need as a marketing executive?
- communication and interpersonal skills
- commercial awareness
- copywriting and design skills
- creativity
- analytical and strategic thinking
- drive and self-motivation
- a flexible approach to work
- the ability to work well under pressure
- teamwork
What are some employers for a marketing executive?
- Ashdown Group
- Campaign Jobs
- The Drum Jobs
- MarketingWeek Jobs
- Simply Marketing Jobs
What are the working hours of a marketing executive?
Monday to Friday 9-5
What is a market researcher?
- involves collecting, analysing and reporting data about consumers that could inform marketing strategies such as advertising
- collect both quantitative and qualitative data about their customers, their behaviour, opinions, demographic information, etc. in order to use this to underlie their promotional strategies
What are the responsibilities of a market researcher?
- meet and liaise with clients to negotiate and agree research projects
- formulate plans or proposals to present to your client or senior management
- moderate focus groups
- undertake ethnographic research
- use statistical software to manage and organise information
- monitor the progress of research projects
- manage budgets
What is the salary of a market researcher?
- around £25,000 to £35,000
- at a senior level, once you’ve gained significant experience, you can expect to earn between £40,000 and £70,000+
Skills needed for a market researcher?
- interpersonal skills
- analytical and numerical skills
- accuracy
- initiative
- organisational skills
- creativity and problem-solving skills
- teamwork
- flexibility
What is an audience researcher?
conducts research into the needs, interests, and perspectives for instance, of a defined audience
What are the skills needed for an audience researcher?
- empathy
- writing and summarising
- talking and presenting
- time management
- persuasion
- creativity
- initiative
