How to be a good marketing executive

Almost every organisation, both in the private and public sector, has a marketing department consisting of marketing executives who develop integrated marketing campaigns to promote a product, service or idea. The role of a marketing executive generally depends on the size of the organisation and sector. A company’s success will often rely on maintaining an effective and organised marketing department, meaning that jobs in this field are highly sought-after and often, relatively well paid. To find out more about this lucrative career opportunity, read on.

What is the role of marketing executive?

Marketing executives work with many different departments of a company, including advertising, public relations and marketing, to create effective strategies for maximum profitability. They specialise in conducting market research to evaluate potential demand for goods and services offered by their company. They are also responsible for planning, executing and evaluating advertising campaigns designed to meet business demand.

Marketing executives are usually creative individuals with effective analytical, interpersonal and decision-making skills. To succeed in the field, you should be proficient in using analytical, database user interface and query, customer relationship management and graphics software. Marketing professionals should also be able to formulate pricing strategies based on demand for the products being advertised. Marketing executives analyse sales data to determine the effectiveness of the marketing strategies that are being employed. Their day-to-day job responsibilities include the following:

• Creating audience awareness about the brand;

• Communicating with target audiences to develop customer relationships;

• Maintaining customer databases and creating marketing materials;

• Tracking marketing performance and preparing weekly or monthly reports for management;

• Working closely with in-house or external creative agencies to design marketing materials;

• Effectively managing events, press relationships, editorial requests, presentations, promotional materials and online activities by delegating tasks to the external agencies.

How to become a marketing executive:

·    Educational qualification – Completing an undergraduate degree is considered the first step to becoming a marketing executive. This allows candidates to fulfil the necessary basic education requirements for employers in the business sector. To become a prospective executive, you can either choose to study a marketing management programme or take up a course in:

o   Accounting;

o   Business administration;

o   Management information systems;

o   Marketing and finance;

o   Statistics and mathematics.

Additionally, you can pursue an internship program, which will provide networking opportunities and the necessary training to progress in the marketing profession. During an internship programme, students acquire workplace skills that are essential for working with clients on marketing campaigns, including training in:

o   Marketing;

o   Sales;

o   Public relations;

o   Advertising;

o   Management.

·    Entry-level marketing positions – Applying for entry-level marketing positions, such as a sales representative, marketing assistant and marketing coordinator, can help you begin your career within the sector. After gaining relevant experience, you can progress in your career to become a marketing professional, such as marketing director or market research analyst. Adding a Master of Business Administration degree to your education qualification can also prepare you for upper-level management positions.

·    Professional certification – For some roles, marketing executives may need to have obtained certain professional credentials. Certain companies may request these qualifications as proof of your professional experience. Specific certificates will help marketing professionals advance in their careers, improve job prospects and enhance salary potential. Some of the professional certifications offered by international organisations are as follows:

o   Certificate in Professional Marketing (Level 4 intermediate);

o   Diploma in Professional Marketing (Level 6 intermediate);

o   Digital Diploma in Professional Marketing (Level 6 intermediate);

o   Marketing leadership programme (Level 7 Advanced).

How much does a marketing executive earn?

Marketing executives are often commercially aware, with the ability to think strategically. They utilise this skill to analyse each client’s unique marketing plan and meet firm project deadlines. They work closely with internal and external stakeholders and can earn up to £25,222 annually. Occasionally, marketing executives may be entitled to certain benefits including profit-sharing schemes, medical insurance and other bonuses.

These professionals are typically hired by financial, consumer and information technology industries as well as not-for-profit organisations, such as charities, local government and higher education institutions. They could also opt to work for full-service marketing agencies, which develop and implement marketing strategies and campaigns on behalf of their clients.

Courses related to marketing executive career:

To land a career in marketing, graduates should have industry-related skills and knowledge as well as a solid understanding of digital media techniques. Here are a few relevant courses that students can pursue to help them succeed in a professional marketing career:

• Strategic Marketing for Competitive Advantage;

• Digital Marketing Analytics;

• Brand Leadership: Strategy, Management, and Performance;

• Executive Programme in Sales and Marketing (EPSM).

If you aspire to establish yourself in an exciting and creative field that is linked to sales and management, then find out more about the Online Global MBA (Marketing Management) offered by the London School of Business and Finance (LSBF).

This article was written by Deblina Dam and edited by Amelia Hayward-Cole.