Careers in Marketing - Serena Kallian

All through the ages, marketing has been considered as a dynamic function. Marketing practices can be traced back to the early 20th century. It started out with production and then moved on to product orientation, sales orientation, Holistic/integrated marketing and in the present era the marketing that is practiced has a lot to do with the ‘market’. The nature of marketing changes with sectors. Marketing is more than just another function in sectors like pharmaceuticals, FMCG, automobile industry, etc.

If there is marketing, there is also sales. Though always associated with marketing,  sales is a distinct function. In many companies the marketing and sales team sit together and take important decisions in pursuit of a common target. There is a fine line that divides the two functions.

Industry pundits admit that to start a marketing career having an MBA is not essential, however in current job markets it is easier to get into marketing roles with an MBA.

The syllabi followed in marketing across most B-schools are usually divided between the two years. In the first year the marketing that is taught is clubbed under General Marketing management 1 and 2. In the second year students get to choose their set of  electives along with the core subjects under the marketing specialisation.

Across management institutes/business schools in India the areas covered under marketing management may vary slightly in its allocation in the first and the second year. But largely Marketing management would include consumer behaviour, marketing research, distribution management, product management, international marketing, business forecasting, business-2-business marketing, sales management, brand management, retail management, integrated marketing communication, marketing of services, advertising management, customer relationship management, strategic marketing, rural marketing etc. This information is stated in all the institute websites under their curriculum.

For career options some of the broad areas which can be explored under marketing include; advertising & public relations, market research, product management, retailing, not for profit etc.

If one considers B-schools 60-65% or two third of the marketing opportunities get caught up in the services sector. The segments that still need due attention are physical goods and technology. Some of the well known names that recruit MBAs for various marketing functions include Procter & Gamble, Hindustan Unilever, Johnson & Johnson, GlaxoSmithKline, ITC, Asian Paints, Nestle, Cadbury, Marico, Reckitt Benckiser, Britannia, Pepsi, Castrol, Biocon and Amul.

The entry roles for both marketing and sales is almost on the same level. Freshers who come from B-school enter the work force as management trainees or sales executives. The roles and remuneration improve with experience.

As we look toward the future the areas that will yield a lot of opportunities for marketing professionals are; social media marketing, relationship & IT products marketing and marketing for e-learning in the education sector.