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Discipline Fact Files: Marketing

The 101 Student Guide to Marketing

Blog article written by Aziza Mumin

1. Introduction

Marketing is a process that organisations undergo with the aim of understanding their customers to provide value. It involves understanding consumer preferences to create and deliver value that attracts suitable customers. It ensures that the company’s value proposition is differentiated and delivered in a compelling way to the target market. Decisions are made based on marketing research which is the gathering and analysis of data to ensure customer satisfaction.

2. Overview of major

Marketing is one of the various Business majors available, and is an important part of every organisation. It involves market research, market analysis, brand strategy and advertising. The purpose of this is to drive business goals and maintain long-term relationships with customers. Types of marketing include digital, social media, new products and international.

3. Job market

Marketing is critical to every company’s success. Because of this, there is great demand for highly skilled marketers. Marketing jobs are expected to significantly increase in the next 5 years, with an expected 105,500 employees by 2025. The annual growth rate for this industry is 2.2%, which is higher than the Australian labour force average. The average weekly pay for this industry is $1737, with about two thirds of employees holding a university degree.

4. Study options

Study options for a Marketing major in Australia include undergraduate and postgraduate courses. Undergraduate options are mainly in the form of a Bachelor of Business or Bachelor of Commerce, which can be combined in a double degree with other areas of study including Science, Arts and Law. The Marketing major is available at all major Australian universities including the University of Sydney, University of New South Wales, University of Melbourne, University of Adelaide, University of Queensland and the Australian National University.

For postgraduate study, options include Graduate Certificate, Graduate Diploma, Master of Marketing and Master of Commerce. A Graduate Certificate and Graduate Diploma are a subset of the units for a Masters degree, and take 6 months and 1 year to complete respectively. A Masters degree is a high-level course that provides mastery into an area of study.

A postgraduate degree is ideal for those who already have an undergraduate degree and are looking to improve their job prospects or wish to learn a particular subject in greater detail. Entry requirements and units are slightly different for each university, so ensure to be mindful of disparities between each state. For details regarding postgraduate Marketing courses in Australian universities, check out this website.

5. Career progression

Careers in the Marketing industry typically start with an entry-level role with the option to climb the career ladder to reach the most senior position, being Chief Marketing Officer.

Recent university graduates usually start in an entry-level role to break into the industry. These roles allow for a basic understanding of the business world and the development of crucial soft skills including teamwork and time management.

The next step in this career path is a managerial role which requires exceptional leadership skills and the ability to implement and evaluate marketing strategies.

The next promotion is a director role which focuses on developing a marketing strategy to reach business goals and increase customer awareness and sales. Overtime, marketing directors adjust this strategy to account for competitor activities, customer preferences and overall market conditions.

The next step would be a promotion to a Vice President of Marketing position which requires business acumen, leadership and technical skills. This role includes strengthening the company’s product/service offering, recruiting for senior positions and being a spokesperson for the organisation.

The most senior Marketing position is Chief Marketing Officer, which typically requires over 20 years of experience. The role comprises a large number of responsibilities including leading sales and marketing teams, overseeing marketing projects, developing new products/services and planning marketing strategies.

6. Job titles

Job titles in the Marketing industry depend on which field in Marketing you work in. Fields include Market Research, Public Relations, Digital Marketing and Advertising among others. Common job titles include:

7. Recruitment material

Due to its variety and diversity, marketing applications can look different from job to job. For instance, a graphic design position will generally require or strongly favour candidates with a design portfolio. This can be a PDF with a collection of your best work and short descriptions of each piece. Similarly, a copywriting role will need to be filled by a candidate who has a solid track record of written communications. A copywriting portfolio would be useful here to showcase any academic, commercial, or personal work you’ve written, including blog pieces and news articles.

8. Advice from industry

For students who wish to enter the Marketing industry, Jerry Bernhart, of Bernhart Associates Executive Search advises “LinkedIn is the first thing I look at as a recruiter”, signifying the importance of maintaining a professional image on social media.

One way to gain insight into the industry whilst still being a student is to complete an internship. Rustin Nethercott who is a Marketing Manager at GRIT, offers advice for students that “Internships are the best way to get experience in the field and are required by most companies hiring for entry-level roles. If you can’t find any posted internships, make your own. Reach out to small businesses and nonprofits and offer to do their marketing for free.”

9. Advice from students

“If you’re passionate about telling stories and connecting humans to one another, marketing is the perfect avenue for you.” — 3rd year USYD marketing student

“A marketing major will unlock a multitude of interesting career opportunities as it is a versatile and in-demand industry” — final year USYD marketing student

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NOTE: ABSA is a national network of business students, providing our member societies with exclusive events, networking opportunities, and industry insights. While this blog article has been researched thoroughly, please be aware that the information may vary from state to state, and institution to institution. Please contact your university for specific course requirements and information.


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