Marketing.

Project Description

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Overview

Good marketing is part art, and part science. Marketing includes the areas of advertising, brand management, market research, promotions, and public relations. Working in marketing, you are trying to anticipate the customers’ future needs and wants, which are often discovered through market research. Marketers use research data from their sales team to identify potential markets and determine customer demand. Marketing involves quantitative skills to develop pricing strategies to maximize a firm’s profits, increase market share and satisfy customers. Marketing is also very creative, and requires the ability to extrapolate data and information in order to understand customers’ behaviors and attitudes.

Explore

The goal of marketing is often to increase sales of a product or service, or to create or enhance a public image for an organization or cause. Sound Fun?!

  • Have you noticed the emotional connection you associate with certain companies’ products and services?
  • Have you found certain consumer product packaging strangely “attractive”?
  • Did you notice that your 3-year-old cousin can identify a Best Buy or Walmart sign, and they can’t read?

From market research, to brand management, to direct marketing, to product management, to search engine optimization (SEO), to public relations, there are a multitude of job functions and areas of expertise that help an organization be successful. With pressure for growth and the constant evolution of technology, these are exciting times to be involved with marketing.

Marketers use research data from their sales team to identify potential markets and determine
customer demand. Marketing involves quantitative skills to develop pricing strategies to
maximize a firm’s profits, increase market share and satisfy customers. Marketing is also very
creative, and requires the ability to extrapolate data and information in order to understand
customers’ behaviors and attitudes.

The field of marketing is in nearly constant change from digital innovations. Unlike traditional
media such as television and print, social media and mobile platforms allow for an active
customer community. The historical challenge with marketing is that it is “interruptive” in
nature, trying to impose a brand or service on the customer. These “passive customer bases”
are rapidly being replaced by “active” customer engagement via social media, mobile and other
innovative technologies. Above all, marketing now is highly analytical, with decisions being
made around strategy that are driven by “big data” available for customer segmentation and
targeting.

Likewise, “branding” has become an increasingly important component of culture and the
economy, and can be described expansively as “cultural accessories and personal philosophies.”
Brand recognition is further enhanced through the direct interaction and the two-way dialogue
available with consumers via the social media and other web-based strategies. Interactive
marketing allows companies and organizations to disseminate information without relying solely
on mainstream media to communicate directly with the public, customers and prospects.

Experience

Gaining experience in marketing while still a student at Bowdoin College will greatly improve your ability to land a full time opportunity upon graduation. It is also critical to helping you determine what job functions in the field or industries you might enjoy and decide to pursue. There is no better substitute for gaining perspective than experience.

  • Take advantage of your breaks and summers and seek out internship opportunities as well as shadowing opportunities.
  • One should consider taking on marketing responsibilities for clubs and organizations that you are involved in.
  • Seek out student employment opportunities that allow you to develop different marketing related skills.
  • Look for local marketing employment opportunities with local organizations or companies that will support remote access arrangements.
  • Educate yourself and learn about the field by monitoring and reviewing industry web sites and blogs.
Trends

The field of marketing is in nearly constant change from digital innovations. Unlike traditional
media such as television and print, social media and mobile platforms allow for an active
customer community. The historical challenge with marketing is that it is “interruptive” in
nature, trying to impose a brand or service on the customer. These “passive customer bases”
are rapidly being replaced by “active” customer engagement via social media, mobile and other
innovative technologies. Above all, marketing now is highly analytical, with decisions being
made around strategy that are driven by “big data” available for customer segmentation and
targeting.
Likewise, “branding” has become an increasingly important component of culture and the
economy, and can be described expansively as “cultural accessories and personal philosophies.”
Brand recognition is further enhanced through the direct interaction and the two-way dialogue
available with consumers via the social media and other web-based strategies. Interactive
marketing allows companies and organizations to disseminate information without relying solely
on mainstream media to communicate directly with the public, customers and prospects.

Resources

For a primer on the field, be sure to read the Vault Career Guides for Marketing and Brand Management and review the different facets of marketing.

Consider checking out CareersInMarketing.com for a ton of information.

 Industry Websites
Industry Blogs
Job Boards for Marketing Opportunities
Also, great broad search site like…

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