PITCH YOUR PROFESSION

Marketing Communication

Taylah Okely u3162329

14 October 2019
HISTORY
2000 BC 1882 1905 1920 1941 1990
1704 1835 1997 2006 2010
Outdoor 1472 Electric Sign in Celebrity Commercial TV World Wide Web
Newspaper Billboard Ads Mobile Ads Twitter Instagram
Advertising Print Ad Times Square Endorsement Radio Station Commercial Created
Ads

1892 1917 1938 1950 1995 2006 2007

1440 1661 1776 1873
Direct American Wheeler – Lea TV Political Keyword Ad on YouTube Facebook
Printing Press Product Political Ads Product
Marketing Association of Act of 1938 Commercial Yahoo Launches
Created Branding encouraging Placement
enlistment with Postcards Advertising
Agencies
founded
CURRENT ROLE IN SOCIETY
Marketing Communication can be defined as the methodologies and tactics
adopted by the companies to convey the messages in a unique and creative
manner to their existing and prospective customers about their offerings
of products and services. The messaging communication is either direct or
indirect in nature with an intention to persuade the customers to indulge in the
purchase of the products and services. (Marketing91, 2018)
SKILLS AND ATTRIBUTES
• Communication Capabilities
• Creative Thinking
• Analytical Mind
• Teamwork
• Tech Fluency
• Adaptable
CAREER PATH OPTIONS
• Advertising account executive
• Advertising campaign manager
• Advertising traffic manager
• Account coordinator
• Account planner
• Brand manager
• Digital advertising sales manager
• Digital advertising specialist
• Events manager
• Marketing manager
• Marketing consultant
• Marketing analyst
• Product manager
• Media coordinator
• Media planner/buyer
• Art director
• Illustrator
• Copywriter
• Social media coordinator
• Direct marketing coordinator
• Media analyst
• Promotions manager
• Sponsorship coordinator
• Web analytics consultant
BRAND MANAGER
• This career focuses on the public image and perception of a brand and ensure that
products and services are aligned to consumer demands, while also developing
and monitor marketing strategies.
• The projected job growth in 5 years for this role is around 12.5 percent with an
average salary of $110,000 (Seek, n.d.).
EMPLOYMENT LANDSCAPE
• A report commissioned by Deloitte forecast growth of 2.2% in Australia’s marketing sector
within the next 5 years. This is a significant increase when compared to the predicted growth
of the overall Australian workforce of 1.5%.

• While traditional marketing roles and digital marketing roles have been historically treated
separately, a recent shift has seen digital skills become essential to the majority of marketing
roles. In addition to traditional marketing skills such as communication, critical thinking,
content development and project management, marketers are now expected to be able to
work across automation and integration on a range of platforms, digital advertising and
social media + mobile marketing.
HANDLING THE CHANGING LANDSCAPE
• Consumers are increasingly more
connected and using their
smartphones at a growing rate.
• As more people use their smartphones
to access social media, marketers have
needed to adjust their strategies to
make their campaigns more appealing
and less intrusive.
FUTURE OF PROFESSION
The future of marketing will be a digital-first world with the consumer at the center.
Marketers will have to embrace personalization tools, data, analytics, and other
technologies – not as end solutions, but as enablers.
Jennifer Lacks Kaplan, 2017
BIBLIOGRAPHY
• Abramovich, G 2017, 15 Mind-Blowing Stats About Advertising, CMO by Adobe, viewed 13 October 2019, https://cmo.adobe.com/articles/2017/12/15-mind-blowing-
stats-about-the-future-of-advertising-exb.html#gs.9wk8wd.
• Bhasin, H 2018, Importance of Marketing Communication, Marketing 91, viewed 13 October 2019, https://www.marketing91.com/importance-of-marketing-
communication/.
• Bodey, E 2018, The Future of Marketing, Macleay College, viewed 13 October 2019, https://www.macleay.edu.au/blog/the-future-of-marketing.
• Fox, Z 2011, The Evolution of Advertising: From Stone Carving to the Old Spice Guy, Mashable Australia, viewed 13 October 2019,
https://mashable.com/2011/12/26/history-advertising/.
• Litsa, T 2018, Social media marketing is evolving here's how to keep up, Click Z, viewed 13 October 2019, https://www.clickz.com/social-media-marketing-is-evolving-
heres-how-to-keep-up/216443/.
• MarketPro, 2015, 5 Essential Skills of a Successful Digital Marcomm Manager, Market Pro, viewed 13 October 2019, https://marketproinc.com/candidate-
advice/2015/02/5-skills-marketing-communications-recruiter.
• Ocean Media, 2013, The History of Advertising, Visually, viewed 13 October 2019, https://visual.ly/community/infographic/business/history-advertising-0.
• Rendler-Kaplan, L 2015, Top 10 Qualities of Great Marketing Managers, Social Media Today, viewed 13 October 2019, https://www.socialmediatoday.com/news/top-
10-qualities-of-great-marketing-managers/454701/.
• Seek Australia, n.d., How to become a Brand Manager - Salary, Qualifications & Reviews, viewed 23 August 2019, [https://www.seek.com.au/career-guide/role/brand-
manager].
• University of Canberra, C, n.d., Course – University of Canberra, University of Canberra, viewed 23 August 2019,
[https://www.canberra.edu.au/coursesandunits/course?course_cd=ARB103&version_number=1].
QUESTIONS?