11/7/2012

Marketing Careers

Marketing Yourself

MarketingCareers
Youshouldntrelysolely onpersonalselling.
Youmustunderstandand satisfyingcustomerneeds.

EMPLOYERS

11/7/2012

StrategicMarketingPlanning
SituationAnalysis

Conductopportunity andSWOT analyses

MarketingStrategy

Determinewhereyouwanttogo(objectives)andhowtogetthere(positioning)

Implementation

Establishshort andlongterm priorities andtimelines

PerformanceMonitoring

Evaluatefeedback andtakecorrectiveaction(s)

SituationAnalysis
CareerResearch
U.S. Bureau ofLabor Statistics
Info.about various careers natureof work, training/qual ification required,job outlook

Mustang Jobs

Career Services Website

Graduate Survey

Using my.calpoly, findlocal parttime job, internship, andcareer postings

Career planning links,job listinglinks, career information andhelp

Lists employers, jobtitles, andsalary information ofrecentCal Poly graduates

AlsoCal Polys Career Resource Center, JobFairs and Company Websites

11/7/2012

SituationAnalysis
DegreesinDemand
CaliforniaAdultPopulation
Nofouryear degree 70% Topdegreesindemand
Business Engineering ComputerSciences Sciences LiberalArts Communications Agriculture&NaturalResources

Bachelor's degreeorhigher 30%

Topbusinessdegreesindemand
Source:USCensusBureau

Employersplantohire13%morecollege graduatesin2013thantheydidin2012 Over55percentof2012graduatestookpart inaninternshiporcoopduringcollege

Source:NationalAssociationofCollegesandEmployers

Finance Accounting BusinessAdministration/Management ManagementInfoSystems Economics Logistics/MaterialsManagement Marketing InternationalBusiness

Source:NationalAssociationofCollegesandEmployers

SituationAnalysis
EmployerWantsandNeeds

1.Communicationskills 2.Strongworkethic 3.Teamworkskills 4.Initiative 5.Analyticalskills

6.Computerskills 7.Flexibility/adaptability 8.Interpersonalskills 9. Problemsolvingskills 10.Technicalskills

Source:NationalAssociationofCollegesandEmployers

11/7/2012

SituationAnalysis
SkillsforaSuccessfulMarketingCareer

1.Flexibility/Adaptability 2.Ethics 3.Problemsolving 4.Interpersonalskills 5.DecisionMaking

6.Planning/Organizing 7.Teamworkskills 8.AnalyticalAbilities 9.BusinessEtiquette 10.Leadership

SituationAnalysis
SWOTMatrix
Creative

Strengths

Matching

Opportunities

Conversion

SWOT Matrix

Weaknesses

Threats

11/7/2012

MarketingStrategy
Satisfaction Satisfaction=Performance Expectation
Performance: needsatisfying benefitsthatyou deliver
Valuethatyoudeliver basedonyourcore competencies

Youmustmanage employers perceptionofboth performance and expectations

Expectations: promises(explicit andimplicit)that youcommunicate

Promisesthatyou communicatebasedon messages,appearance, referencesand(perhaps) pastexperience

MarketingStrategy
Positioning
Abrandisapromise.

Likeabrand,eachofyouisapromise.

Therefore,youreyourownmarketerandmustmanageyourbrand
TheKey CREATEandCOMMUNICATEtherightpromisethenDELIVERonthat promise

11/7/2012

MarketingStrategy
CreatingValue
Education

CalPoly Degree Internship

CoreCompetencies Whatyoudobestthatgives youacompetitiveadvantage andprovidesthegreatest valuetothecustomer

Experience

Activities/ Honors

Volunteer

PositioningStrategy Flexibility/Adaptability Problemsolving TeamworkSkills

MarketingStrategy
DeliveringValue

Valueisdeterminedthroughbrand interactions
Onepossiblestrategyforemployerstoexperiencethe brand sampling(i.e.,internship,portfolio,)

Employerscanonlyassessqualityafter purchase
Therefore,youneedtoprovidethemwithqualitycues Thisisdonethroughaneffectivecommunications strategy

11/7/2012

MarketingStrategy
CommunicatingValue
Positioning
Manageemployersperceptionofyourbenefitsandfitwithspecificcompany

Conveyyourunderstandingoftheorganizationandposition
Individualizecommunications

Firstimpressions
Alwaysprofessional(includingFacebook)

WhereEmployersLook
Oncampusrecruiting Employersinternshipprogram Employeereferrals Employerscoopprogram Career/jobfairs Facultycontacts Campuswebsiteadvertising Companyswebsite Studentorganizations/clubs Commercialcareerwebsite

Communicationchannels
Resumeandcoverletter Interview Gorilla:networking/blogging Portfolio Elevatorspeech

MarketingStrategy
CommunicatingValue

Source:NationalAssociationofCollegesandEmployers

11/7/2012

MarketingCareers
Position Advertising Tasks Copywriting,artwork, technicalproduction, andformulationofthe mediaplan Conductindustry research,advertising research,pricingand packagingresearch, newproducttesting, andtestmarketing Coordinateallormost oftheactivities requiredtomarketa product PrimarySkills Creativity,artistictalent, andcommunication skills

MarketingResearch

Knowledgeofstatistics, dataprocessingand analysis,psychology, sociology,and communicationskills Problemsolving, analytical,leadership, andcommunication skills

ProductManagement

MarketingCareers
Position Public Relations Tasks Primary Skills Create an image or a Written and oral message for an individual communications skills or organization and communicate it effectively to a desired audience Manage a sales force or other personnel, select and order merchandise, and be responsible for promotional activities, inventory control, store security, and accounting Provide information, locate potential customers, make presentation, and close the sale Communication and other skills

Retailing

Sales

Sales, communication, and many other skills

11/7/2012

Compensation
StartingSalaryExpectationsforCollegeGraduates
Source:NACE

Discipline Business Communications Computer Sciences Education Engineering Health Sciences Humanities & Social Sciences Math & Sciences Overall

2012 Average Salary $51,541 $42,286 $60,038 $39,080 $60,639 $46,567 $36,824 $42,355 $44,259

2011 Average Salary $50,446 $41,367 $59,234 $38,461 $59,496 $45,903 $36,319 $42,002 $43,521

Percent Change 2.2% 2.2% 1.4% 1.6% 1.9% 1.4% 1.4% 0.8% 1.7%

Source:NationalAssociationofCollegesandEmployers

Compensation
AverageMarketingSalaries
LosAngelesLongBeachSantaAna $160,000 $120,000 $80,000 $40,000 $0 Marketing Managers Sales Managers Advertising Manager Public Relations Manager SanFranciscoOaklandFremont

Source:USBureauofLaborStatistics