Career Research Report

Date:       March 9, 2001

To:          Professor Campbell

From:      Heather Gillis

Subject:   Career Opportunities for Marketing Majors

As college students approach graduation, a big question looms ahead for many.  “What’s next?”  Students spend four years working towards their major, a specific concentration of some field of study.  But now it is time to decide what to do with their hard work and gained knowledge.  Each field has numerous opportunities; it is up to each individual to decide which option fits his or her life the best.  I am majoring in business administration with a concentration in marketing.  The great thing about being a marketing major is that the job opportunities are endless; the down side is that it is hard to determine what job is right for me.

Job Outlook

I have found many sources that have stated that “employment is projected to increase rapidly” (Advertising, Marketing, and Public Relations Managers), but more specifically “employment in marketing fields will grow 30 percent” (Careers in Marketing).  These are promising figures because it makes my chance of finding a job better.  The article “Careers in Marketing” continues to say that this “occupation is expected to increase much faster than average between now and the year 2005.”  This is partially due to the fact that many industries are increasing their marketing effort.  Also technology has helped create more marketing opportunities.

Qualifications Necessary

Although it is not necessary, a degree in marketing is highly recommended in order to get a job in the field of marketing.  A degree qualifies you for a broad range of positions.  There are also many courses that are good to take.  “Courses in business law, economics, accounting, finance, mathematics, and statistics are advantageous” (Advertising, Marketing, and Public Relations Managers).  Luckily Gonzaga School of Business has made all of these courses required.  Which may give Gonzaga graduates the advantage when competing for a position. 

There are also courses in marketing that are recommended.  People interested in a marketing career should take “marketing, consumer behavior, market research, sales, communication methods and technology, and visual arts” (Advertising, Marketing, and Public Relations Managers).  This educational background would make an entry-level job easier to obtain.

Small vs. Large Companies

Another issue a graduate would have to address is what type of company he or she would like to work for.  The size of a company makes a difference in job duties.  “In small firms, the owner or chief executive officer might assume [many] marketing…responsibilities” (Advertising, Marketing, and Public Relations Managers).  If a small firm hires you, you would assume many responsibilities because there are not many employees.   

Large firms have the ability (or need) for more employees.  The article “Marketing Careers a Grown-up Decision” states that a large firm’s marketing organization would be comprised of marketing teams.  It continues to state that this team environment can be competitive, but at the same time “you also have the benefit of learning from veterans in your field, leveraging the best practices and creativity in your organization.”  

Employment Options

Although I have my concentration in marketing, there are many different directions I can take.  There is advertising, direct marketing, marketing research, product manager, public relations, retailing, sales, and sales promotion.  Entry-level positions could include business-to-business sales, marketing coordinator, customer service representative, research and sales analysis, retail management, and marketing planner (Career Opportunities).  I could also be a manager in any one of these positions.  The position that sounds most interesting to me is sales promotion. 

“The sales promotion manager is someone whose experience lends itself to developing and executing short-term incentives such as sweepstakes, coupons, and premiums to augment the other promotional efforts of the firm” (Careers in Marketing).  Promotion’s main purpose is to increase sales.  Promotion is part of the marketing principle.  It’s a way to get the product to the customer. 

Marketing research is another option in the marketing field.  There are many positions available, and it is an area where you can make quite a bit of money.  I don’t have much interest in marketing research because it deals more with the statistics behind products.  However, I do think it would be interesting to be in charge of focus groups and analyze consumers’ interests. 

Earnings

Salaries in marketing obviously vary depending on what position you hold.  “The lowest 10 percent earned less than $28,190 and the highest 10 percent earned more than $116,160…[and] marketing majors graduation in 1999 averaged about $31,900” (Advertising, Marketing, and Public Relations Managers).  This is a promising (average) starting salary, especially seeing just how much you can move up. 

These salaries come with a price.  “Almost 40 percent of advertising, marketing, and public relations managers worked 50 hours or more a week, compared to 15 percent for all occupations” (Advertising, Marketing, and Public Relations Managers).  It is also stated that marketing does have “high earnings, but substantial travel and long hours, including evenings and weekends, are common” (Advertising, Marketing, and Public Relations Managers).  If you love your job, extra work shouldn’t be too painful.

With a degree from Gonzaga School of Business, I should be able to have my pick of what career I want.  It seems to be to my advantage to have taken the course load that I have.  A degree in marketing just opens the door to many opportunities, and these job opportunities are only increasing (as stated above, marketing jobs are currently increasing).  

WORKS CITED

Biava, Jeanette.  “Careers in Marketing.”  College of Business at Northern

          Illinois University.  27 Nov. 2000.

          <http://www.cob.niu.edu/mktg/career.htm>.  2 March 2001.

Buchanan, Ellen.  “Marketing Careers a Grown-up Decision.”  Marketing 

          News.  10 April 2000:  15.  ProQuest Direct.  Gonzaga University 

          Library (Foley Center) Spokane, WA.  3 March 2001 

          <http://www.foley.gonzaga.edu>.

“Career Opportunities.”  Sheridan.               

         <http://www.sheridanc.on.ca/academic/business/marketing/career.html>.  

         3March 2001. 

“Careers in Marketing.”  University of Hawaii.            

          <http://www.cba.hawaii.edu/mkt/careers.htm>.  2 March 2001.

“Occupational Outlook Handbook, 2000-01 Edition.”  Occupational Outlook 

           Handbook. 20 Feb. 2001.  <http://stats.bls.gov/oco/ocos020.htm>.  2 

           March 2001.