education on the future Preparing for\ Career Success in Marketing CC9014

Transcription

1 Career Clusters Focusig educatio o the future Preparig for\ Career Success i Marketig CC9014

2 Career Clusters Focusig Career Clusters Prepare All Studets for College, Techical Traiig ad Careers Career Clusters prepare learers of all ages for the iformatio age as schools, colleges ad employers strive for higher achievemet i sciece, math ad commuicatio. Oe key to improvig learer achievemet is providig learers with relevat cotexts for studyig ad learig. Career Clusters offer these cotexts by likig school-based learig with the kowledge ad skills required for cotiued success. The Cocept of Career Clusters Career Clusters idetify the kowledge ad skills learers eed as they follow a pathway toward their career goals. The kowledge ad skills idetified form a strog basis for learer success whether the learers are i high school, college, techical traiig or i the workplace. How to Pursue Educatio ad Traiig i Marketig There are thousads of challegig educatioal ad traiig opportuities withi the high-skilled world of Marketig. Learers eed a solid backgroud i commuicatio, math ad techical skills. Educatio ad traiig ca be obtaied i 2

3 educatio o the future high schools, techical colleges, two-year commuity colleges, four-year colleges/uiversities ad career techical schools/ istitutes. Alog the way, career guidace professioals assist learers i assessig their educatioal goals, iterests, abilities ad skills to facilitate a good match to the cluster s may pathway optios. Learers participate i relevat educatioal opportuities framed i the cotext of the cluster. They gai kowledge ad skills through coordiated workplace learig experieces such as site visits, job shadowig ad iterships. If they choose, they may achieve valuable skill certificatios that lead to employmet. Colleges ad uiversities offer advaced degrees ad idustry certificatios that prepare learers for professioal ad techical careers. 3

4 Career Clusters Focusig Career Pathways at a Glace The Marketig Career Cluster is divided ito five pathways. Pathways are grouped by the kowledge ad skills required of occupatios i these career fields. Each pathway provides istructio as a basis for success i a array of careers ad educatioal pursuits. S P E C I A L T I E S C A R E E R C A R E E R S P E C I A L T I E S Merchadisig Marketig Maagemet PATHWAY KNOWLEDGE AND SKILLS Marketig Research C A R E E R PATHWAY KNOWLEDGE AND SKILLS Professioal Sales Cluster Kowledge & Skills PATHWAY KNOWLEDGE AND SKILLS PATHWAY KNOWLEDGE AND SKILLS PATHWAY KNOWLEDGE AND SKILLS Marketig Commuicatios S P E C I A L T I E S S P E C I A L T I E S C A R E E R S P E C I A L T I E S The Five Pathways Marketig Maagemet Professioal Sales Merchadisig Marketig Commuicatios Marketig Research C A R E E R What Is the Marketig Career Cluster? This diverse Career Cluster prepares learers for careers i plaig, maagig ad performig marketig activities to reach orgaizatioal objectives. 4

5 educatio o the future Employmet Outlook Accordig to the latest statistics, there are 14.3 millio jobs i sales ad related occupatios. Advertisig, marketig, promotios, public relatios ad sales maagers hold more tha 583,000 jobs. Over 300,000 high-payig maagemet positios are likely to be available over the ext decade. Employmet opportuities for retail salespeople are expected to be good. Idividuals with a college degree or computer skills will be sought for maagerial positios i marketig maagemet, professioal sales, merchadisig, marketig commuicatios, ad marketig research. 5

6 Career Clusters Focusig Marketig Maagemet Credetials Overview People with careers i marketig maagemet formulate policies ad direct the operatios of busiesses ad corporatios, oprofit istitutios ad other orgaizatios. I small firms, the ower or chief executive officer may assume all advertisig, promotios, marketig, sales ad public relatios resposibilities. I large firms, which may offer umerous products ad services atioally or eve worldwide, a executive vice presidet directs overall advertisig, promotios, marketig, sales ad public relatios policies. Sample Occupatios Chief Executive Officer Etrepreeur Frachisee Idepedet Distributor Ower Parter Presidet Small Busiess Ower Logistics Maager Shippig/Receivig Maager Ivetory Clerk 6 Commuity colleges, techical istitutes ad career techical schools offer oe-, two-, ad threeyear programs i busiess, busiess admiistratio, busiess maagemet, marketig, etrepreeurship ad small busiess maagemet. Four-year colleges ad uiversities offer degree programs i maagemet, marketig ad busiess admiistratio. Advacemet is accelerated by participatio i compay traiig programs, traiig programs sposored by various idustry ad trade associatios, ad cofereces ad semiars.

7 g educatio o the future Employmet Outlook Based o the latest statistics, there are approximately six millio maagemet ad etrepreeurship jobs (excludig Admiistrative Support Represetatives). Employmet is expected to grow about as fast as the average for all occupatios through Earigs vary widely by idustry, by occupatio, by type ad level of resposibilities ad by experiece. The curret tred toward etrepreeurial careers makes this pathway very popular. Startig salaries for marketig majors graduatig i 2007 averaged $40,161. 7

8 Career Clusters Focusig Professioal Sales Overview Employees i professioal sales are ivolved i the trasfer of goods ad services i the ecoomy, both to busiesses ad to idividual cosumers. Sample Occupatios Accout Executive Broker Field Represetative Regioal Sales Maager Retail Sales Specialist Sales Executive Techical Sales Specialist 8

9 g educatio o the future Credetials Employmet Outlook Commuity colleges, tech- Sales positios i all sectors accout for more tha eight millio jobs. Sales positios are expected to grow over the comig decade. Employmet of sales represetatives, wholesale ad maufacturig, is expected to grow about as fast as the average for all occupatios through the year 2012 due to cotiued growth i the variety ad umber of goods to be sold. Also, may job opeigs will result from the eed to replace workers who trasfer to other occupatios or leave the labor force. Opportuities ad earigs may fluctuate from year to year because sales are affected by chagig ecoomic coditios, legislative issues, ad cosumer prefereces. Earigs vary widely by idustry, by occupatio, by type ad level of resposibilities, ad by experiece. ical istitutes ad career techical schools offer oe-, two-, ad three-year programs i busiess, busiess admiistratio, marketig, retail maagemet, sales, customer service ad small busiess maagemet. Four-year colleges ad uiversities offer degree programs i maagemet, marketig ad busiess admiistratio. Sales ad Marketig Executives Iteratioal offers a maagemet certificatio program. 9

10 Career Clusters Focusig Merchadisig Overview Employees i merchadisig positios get the product ito the hads of the customer. This process icludes forecastig, plaig, buyig, displayig, sellig ad providig customer service. Sample Occupatios Clerk Departmet Maager Merchadise Buyer Merchadisig Maager Operatios Maager Retail Marketig Coordiator Sales Associate Store Maager 10 Credetials Commuity colleges, techical istitutes ad career techical schools offer oe-, two-, ad three-year programs i

11 educatio o the future busiess, busiess admiistratio, marketig, merchadisig, sales, customer service ad small busiess maagemet. Four-year colleges ad uiversities offer degree programs i maagemet ad busiess admiistratio. Professioal certificatio is becomig icreasigly importat. There are several recogized credetials for purchasig agets ad purchasig maagers. The Certified Professioal i Supply Maagemet (CPSM) credetial is coferred by the Istitute for Supply Maagemet, which covers the duties ow performed by purchasig professioals. The Certified Purchasig Professioal (CPP) ad Certified Professioal Purchasig Maager (CPPM) desigatios are coferred by the America Purchasig Society. The Certified Supply Chai Professioal credetial is coferred by APICS, the Associatio for Operatios Maagemet. Employmet Outlook Positios i buyig ad purchasig accout for more tha 529,000 jobs i the U.S. Buyig positios will remai relatively stable, ad o chage i employmet of purchasig maagers, buyers, ad purchasig agets is expected durig A bachelor s degree i busiess, ecoomics, marketig, or merchadisig is preferred for the best chace of obtaiig a buyer positio i trade or for the govermet. A bachelor s degree, combied with idustry experiece ad kowledge of a techical field, will be a advatage for those iterested i workig for a maufacturig or idustrial compay. Media aual earigs for wholesale ad retail buyers, excludig buyers of farm products, is $44,640. Media aual earigs of purchasig maagers is $81,570. The media aual salary for sales maagers is $91,

12 Career Clusters Focusig Marketig Commuicatios Overview Marketig commuicatios employees pla, coordiate ad implemet marketig strategies, advertisig, promotio ad public relatios activities. Because of the importace ad high visibility of their jobs, these idividuals ofte are prime cadidates for advacemet. Sample Occupatios Advertisig Maager Art/Graphics Director Creative Director Iteractive Media Specialist Marketig Associate Public Iformatio Director Public Relatios Maager Research Specialist Sales Represetative Credetials Commuity colleges, techical istitutes ad career techical schools offer oe-, two-, ad three-year programs i busiess, marketig ad small busiess maagemet. 12

13 g educatio o the future Four-year colleges ad uiversities offer degree programs i maagemet, marketig, commuicatios, public relatios ad busiess admiistratio. The Public Relatios Society of America offers a accreditatio program for public relatios practitioers. qualified applicats, competitio will remai kee. Media aual salary for marketig maagers is $98,720, while startig salaries for advertisig majors average $33,831. Employmet Outlook Latest statistics idicate there are more tha 1.2 millio jobs i marketig ad commuicatios. These jobs are expected to icrease by 12 percet through 2016; however, with a high umber of 13

14 Career Clusters Focusig Marketig Research Overview Employees i marketig research are cocered with uderstadig people ad orgaizatios. They collect ad aalyze may differet types of iformatio to desig ew products, to predict future sales ad to positio their ow compay s strategies agaist those of its competitors. Sample Occupatios Brad Maager Database Maager Director of Market Developmet Kowledge Maagemet Specialist Product Plaer Research Associate Research Specialist/ Maager Strategic Plaer, Marketig Credetials Commuity colleges, techical istitutes ad career techical schools offer oe-, two-, ad threeyear programs i busiess ad marketig as well as cotiuig educatio to address rapid techological advaces. Four-year colleges ad uiversities offer degree programs i ecoomics, busiess admiistratio, iformatio sciece, marketig, maagemet iformatio systems (MIS), statistics ad other related disciplies. Employers, hardware ad software vedors, techical istitutes, career techical schools ad private traiig istitutios offer cotiuig educatio. 14

15 g educatio o the future Techical or professioal certificatio is a way to demostrate a level of competecy or quality. Product vedors, software firms ad professioal associatios/ orgaizatios offer certificatios. Employmet Outlook The demad for market research professioals is icreasig rapidly. I additio to today s 234,000 positios that require advaced degrees, may other opportuities are available. Resposibilities rage from maitaiig customer databases to iterviewig customers i the mall, from simple aalysis of customer commets to high-level statistical modelig used to predict treds ad buyer behavior. The media aual earigs of database admiistrators were $64,670 i May The media salary for market research aalysts is $58,820. The media aual earigs of database admiistrators were $64,670 i

16 C a r e e r C l u s t e r s F o c u s i g educatio o the future The 16 Career Clusters Agriculture, Food & Natural Resources Architecture & Costructio Arts, A/V Techology & Commuicatios Busiess Maagemet & Admiistratio Educatio & Traiig Fiace Govermet & Public Admiistratio Health Sciece Hospitality & Tourism Huma Services Iformatio Techology Law, Public Safety, Correctios & Security Maufacturig Marketig Sciece, Techology, Egieerig & Mathematics Trasportatio, Distributio & Logistics STATE DIRECTORS N atioal A ssociatio of State Directors of Career Techical Educatio Cosortium C 2008 C 2008 Refereces: Occupatioal Outlook Hadbook Career Guide to Idustries Editio August 2008