Opportunities in Marketing Specialisation
There is a constant tussle in the mind of the students pursuing marketing specialisation about what their career path will be in the corporate world. In the digital world, marketing landscape is continuously changing, making marketing profession among the most creative, dynamic, and challenging career in the business world. Every organization irrespective of its size and scale of operation requires a marketing department or a specialist who would help in understanding customer requirements, conducting an STP analysis, pricing the product correctly, distributing the product efficiently and promoting through an effective promotion mix. A career in the field of marketing can take the student in different directions. It provides an opportunity to understand and solve real marketing problems, whilst learning to analyse the competitive environment and making strategic marketing decisions. Field of marketing offers plethora of roles ranging from Channel Sales, Corporate Sales to Advertising, marketing Research and Digital Marketing. Students get these job profiles across a broad spectrum of organizations ranging from established organizations in industries like FMCG, Financial services, consumer durables, digital media, Retail, Hospitality to start- ups in these sectors.
A channel Sales profile can involve channel acquisition or channel partner management. The role requires meeting with existing distributors or retailers, creating new distributors and ensuring product availability at all relevant channels. A candidate applying for such profiles should have an understanding of distribution network, should be good at persuading and negotiating and be dynamic to adapt to changes. A corporate Sales profile on the other hand involves mapping and identifying prospective clients, pitching company’s products to the clients via face to face meetings, assessing their requirements and then customizing packages as per their needs. Profile also involves building and maintaining strong relationships with all potential and existing clients. A student requires excellent communication skills, presentation skills and drive for excellence to fulfill the job requirements.
A marketing research analyst is responsible for conducting primary research i.e. identifying key economic trends, spending habits, and demographics/ firm graphics to determine the market trends of the respective sector/industry as per the client requirement, interpreting data, formulating reports and making recommendations based upon the research findings. A student is required to have an analytical mind, knowledge of statistics and computer software’s, interest in psychology and behavioural science for qualitative research and good writing skills. A digital Associate profile involves planning, developing and implementing digital marketing strategies for company’s Clients. It may involve mobile marketing including blogging, social media promotions, content writing and web analytics. A student must understand basics of the digital Advertising Industry should possess excellent communication skills and should be open to learn new things. It is desirable to do a short term certification course on Digital marketing to be aware about the new developments in the industry
Generally, students opting for marketing specialization are fascinated by brands and CTC forgetting the reality that they need to be valuable for the organization. Marketing jobs reward performance but require long hours, intensive travel and strong sense of commitment. Companies offer target based profile which demands aggressive efforts along with the promise of comparatively better salary packages and wider scope of reaching to higher ladder of the administration in a shorter span of time. Work is both challenging and rewarding at the same time. Discussing Sales and marketing in class is very fascinating for students but to actually go out in the field and practising it is a difficult experience faced by majority of freshers in the industry. So it is advisable for students to match their skill set with the job profile offered by the organizations and then decide the placement option.
Dr. Pooja Jain – Associate Professor
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