Types of Marketing Jobs

Most of us have misconceptions about the types of marketing jobs. Although different, people tend to use the words marketing, sales and advertising interchangeably, leading to much confusion. To be sure, 'marketing' is defined by the American Marketing Association as, "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." As this definition suggests, the field of marketing is quite large and includes all the activities that are required to sell the product from your establishment to the customer. But mind you, a marketing job is not easy! Along with the required degree, an aspiring marketer would need a good deal of interpersonal skills, knowledge of the product he is selling and most importantly, patience. But one thing is for sure - if you get into the job of your choice and perform well, the psychological and monetary rewards are limitless!

The various types of marketing jobs can be classified into two basic types:

1. Client Side Marketing &
2. Agency Side Marketing

Client Side Marketing
Client side marketing basically means doing marketing work for an organization from the inside. You will be working in the marketing department of your organization and helping the sales of their products/services. For e.g. a client side marketer will work in the marketing department of an organization like Pepsi or Toyota.

Agency Side Marketing
Sometimes, organizations outsource their marketing department to a different company altogether. This company performs all the marketing activities of several client companies. E.g. an agency side marketer will be working for an independent pure marketing organization like Leo Burnett or Lowe Worldwide.

The various types of marketing jobs are classified under either of these basic types. They are:

Under Client Side Marketing:

• Marketing Executive/Marketing Assistant: The Marketing Executive is the junior-most job in the marketing department hierarchy. It involves looking after basic, day-to-day activities of the organization. They may be given an 'account' which is basically an important client and will be handling the communication with that client on a regular basis. Of course for this job, you are going to need excellent people skills.
• Officer for Promotional Marketing Jobs: Once promoted, you go on to become the marketing officer of the company. The marketing officer basically conducts and arranges promotional activity and market research. He also manages and monitors the work done by the marketing executives.
• Product Manager/Category Manager: This role really depends upon the employing organization. If the company is selling a wide range of products, (for e.g. P&G sells products right from toothpastes to detergents, from skin care to diapers) then the company can promote you to the post of Category Manager, where you will be in charge of all the marketing activities for a particular brand/product category under you.
• Marketing Manager: A marketing manager's role again depends upon the size of the organization. If the organization is sufficiently large, then the marketing manager has to manage the operations of the entire marketing department. If he is working for a smaller company, the role of a marketing manager also includes that of the marketing officer and the product manager.
• Head of Marketing/Marketing Director: The head of the marketing department is in charge of the entire marketing plan of the organization. The marketing plan is made and executed under his guidance and supervision. He is in charge of the whole creative process of marketing. It is he, along with the senior management of the company, who decides the marketing policy, plan and budget.

Under Agency Side Marketing, we have:

• Account Management: Account management role ranges from single account handler - who manages the marketing activity of one company - to account director. Their job is to perform all the marketing activities for the client company and provide strategic support in forming the plans.
• Market Research: In the market research department, you will again be handed an account for which you will have to conduct market research. Market research basically means finding out the current status of the clients' products, the perceptions and appeal of the product in the market. This data is very crucial to the companies as the entire marketing plan is based upon the perception of the product.
• PR: PR is the abbreviated form of Public Relations. A PR person usually represents the client company and undertakes their promotional activity. Again PR has several sub-roles based on seniority, right from a planning and management role to execution role.

Marketing careers are many and diverse. There is no such 'general' marketing or sales job. Each one performs a very different function from the other.