Job Family: Marketing and Advertising

People who work in marketing and advertising aim to influence the behaviour of specific groups of people or organisations. They may, for example, encourage them to buy a newly launched product. They decide which groups should be targeted, what message needs to be communicated and how to reach the target market. Most jobs in this sector involve team work to conduct research, develop ideas and create campaigns.

The industry can broadly be divided into people who work in-house for an organisation, and those who work for an agency, providing specialist services to paying clients. Both areas offer careers in:

• brand management - understanding the customer, tracking competitors, product development and creating an identity
• advertising - developing concepts, words and artwork; sourcing specialists like models, actors, photographers and film directors; and booking advertising space in relevant media, such as TV, the internet, or newspapers
• sales - making presentations, negotiating prices and contract terms, taking orders
• marketing - undertaking market research, planning direct marketing and promotional activities, producing literature, creating website content, organising launch parties, exhibitions and conferences, and negotiating sponsorship deals
• public relations (PR) - securing positive media coverage for an organisation.

While most jobs are office based, people may have to travel, sometimes long distances, to visit clients and attend events. Long hours may sometimes be required to meet a deadline. Part-time or shift work is often available in roles such as telesales. Freelance work is possible, but more common in public relations, exhibitions and copywriting.

In England, around 750,000 people work in marketing, advertising, PR and sales. Employers range from large companies and organisations to smaller businesses, and advertising and public relations agencies. Larger employers tend to be based around major UK cities, especially London, and the south east.

Employers usually look for communication, interpersonal and creative skills. They also require enthusiasm, the ability to work within a larger team and self-motivation. Employers specialising in promoting a particular industry usually require people with knowledge of that sector.

There are no set entry requirements, but competition for jobs means that many entrants to marketing and advertising roles, even for junior positions, have an HND, foundation degree or degree. Candidates with relevant work experience may be at an advantage. Higher education qualifications are also increasingly required for entry to sales work, although an aptitude for selling is often considered more important. The Diploma in creative and media may be relevant for some jobs.

Much of the training is on the job, relating to each employer's type of business, products or services. Specialised external courses are also offered by professional organisations and training centres. Apprenticeships are available for various job roles including those in marketing and communications, and in sales and telesales.

The sector offers opportunities at all levels. Promotion is often available in larger companies and agencies. Opportunities may be more limited in smaller companies, and people may need to change employer to progress.

Why not have a look at other career family articles as they may hold information on related jobs.

March 2010