Careers in marketing: An overview

V S Pai, Prof Strategic Management, Kirlosker Institute of Advance Management Studies, Harihar, Karnataka

The Indian economy, according to several reliable sources, is growing at over 8.5 percent per annum and is expected to do so over the next decade if not more. This is good news for all job seekers especially those who are about to graduate out of the portals of institutes of technology as well as management. The high growth rate especially in industry indicates step-up operations, which in turn will require the services of technical and management graduates. Since India has a huge land mass and also a burgeoning population, by implication the marketing function in a company may require continuous sprucing up.
What then will be the kind of jobs that will emerge and what will be the required skill sets? Exploding market growth would imply openings in sales, expansion in retailing, scope in market research, avenues in brand management, possibilities in internet marketing, potential in advertising, growth in marketing communications and developments in direct marketing etc. 

Let us now explore some of the career options indicated above and trace the abilities needed to be selected for a job and to excel in it.
Sales executives require ability to search new markets to sell and achieve sales targets, involve in sales and business promotion, manage marketing tie-ups and execute cross-promotional activities.
Marketing executives will have to involve in direct and institutional sales, meeting clients, making presentations, close sales as well as participate in sales events and road shows.
Marketing communications executives have to plan press releases, coordinate with internal teams to source necessary information, conceptualise story ideas and write content for marketing, disseminate press release and be responsive to media enquiries. 
Market research analysts have to design and develop questionnaire and guide in capturing data, conduct qualitative and quantitative surveys involving field studies as well as tabulating, analysing and interpreting the data.
Online Marketing executives have to manage online brand promotion and social media expansion. They have to design and create online promotional material as well as engage in online discussions.
Executive assistants have to coordinate with the marketing team and other departments, have to prepare itinerary, travel arrangements, meeting currency and visa requirements, maintain corporate and client files etc.
Business Development Executives have to manage relationship with existing clients and have passion for new business acquisitions, understand and assess client’s requirements, brief the execution team and ensure that commitments made to client are kept. S/he has to coordinate with all departments concerned and ensure effective execution. 

With high growth rate in the economy, jobs are growing rapidly.  An aspirant has to keep many aspects in mind if s/he is keen to land a job of ones choice. Critical is the grade sheet, though many youngsters are of the opinion that performance matters over marks. What is to be noted is that ones grade sheet reflects ones performance during the time spent at school.
For marketing professionals besides qualification, what are of equal importance are the other attendant abilities like; ‘How sound is ones language? What are the skills of working with fellow teammates? Does one have the ability to network with others in the organisation as well as those who will enable the growth of the company’s sales? How hard is one willing to slog? Is one tech savvy?’
It is important to maintain a professional approach and a positive attitude. Some tactics may give one a short term mileage. But for long term sustainable career growth, personal and professional values of the highest order are inevitable. Most organisations look for professionals who are well qualified (from reputed institutes), have a good track record (reflected in the years of relevant work experience in successful companies) and have a strong sense of commitment. When these traits are observed in an individual, seeking and obtaining a lucrative job/ career in a company of ones choice happens smoothly.
This in no way means that individuals who do not possess the above characteristics need to despair. As the saying goes ‘there is no substitute for hard work’, if one is industrious, achieves set goals and is loyal to the organisation then success is a given process. The challenge for a successful career in marketing is thus a synthesis of the above mentioned traits in the correct proportion depending on the needs of the firm and the industry one chooses to be associated with.