MARKETING. Issue No 48, December 2008

Transcription

1 Issue No 48, December 2008 MARKETING Which brand of jeans did you buy last and why? Perhaps you liked the look, or the advertising appealed - a text from a billboard you walked past gave you a discount and the advertising campaign showed images of your age group. Maybe the brand has status, or the firm says it plants trees and engages in other green practices. Whatever the reason, you need to wear something. Your need for clothing was met by the jeans you chose, but you probably chose that brand because the marketing of the product also appealed to other needs and wants typical of the target market the jean manufacturer was selling to. To achieve sales the manufacturers will have employed marketing professionals to research, plan and implement the strategy that attracted you to buy their jeans. Marketing is part of everyday life. Every commercial and many non-commercial enterprises engage in some form of marketing, whether it is to competitively position and advertise products and services or to communicate a message about some environmental or public good aimed at changing people s behaviour. On an international level every country markets its products and services on the global market. As marketing is everywhere, the graduates who major in this subject and those who combine marketing studies with other majors will find they have an excellent selling point when positioning themselves in the job market. On a personal level, understanding how marketing works also helps individuals become wise consumers. A dynamic, entrepreneurial and creative activity, marketing has the ability to influence the behaviour of consumers and guide trends in the marketplace. But it involves much more than advertising, selling and persuasion. When done well and ethically, marketing assists in satisfying both the needs and wants of customers and the objectives of organisations in ways that contribute to society and its wellbeing. Marketing is a vital component of all business in the broadest sense. Government departments, not-for-profit organisations, large, small and medium sized commercial enterprises benefit from having a marketing strategy. A marketing strategy helps organisations to research, plan and carry out the various ways in which they exchange goods, services and ideas between people. All organisations have customers or target markets, so they need employees who understand these markets and can engage them in mutually beneficial, sustainable relationships. Knowledge of marketing provides a better understanding of the flow of goods and services from producers to consumers in a way that matches supply and demand and accomplishes the economic, legal, political, environmental and social objectives of society. Frequently referred to as the discipline of the six Ps, marketing is concerned with product, packaging, position, promotion, pricing and profit. Different operations are needed to achieve the six Ps. A strategic marketing plan sets these out: market research, innovative ideas, communications and advertising are a few of the operations. Marketing managers plan and direct the promotion, sale, public image, development and presentation of an organisation s goods and/or services. They may also manage public relations with the media, sponsors, business partners and the wider community. Typical tasks involve studying competitors products and services; customer demand and feedback; staying abreast of market trends; identifying and implementing communication strategies such as advertising campaigns to attract customers; organising and analysing market research and surveys plus writing reports on products, services, consumers and sales; using research to develop new products and services and other responsibilities that revolve around the six Ps of marketing. Topical coverage of career related issues brought to you by Victoria University Career Development and Employment. Areas covered include how degrees and courses relate to employment opportunities, to life/work planning, graduate destination information and current issues or material relevant to the employment scene. Your comments and suggestions always welcomed.

2 While a manager s position will be several years away, graduates can expect to look at entry level coordinator or assistant positions as they apply theory to practice and learn about the company. Duties may involve: providing administrative support such as coordinating travel and meetings, writing agendas, typing minutes and reports; researching new market opportunities and determining unmet needs; liaising with customers; assisting with the development, implementation and administration of marketing and promotional activities; and managing client databases, promotional stock and information systems databases. Building experience in areas such as brand differentiation, web marketing and social marketing will be useful when progressing to more senior positions. In Wellington the public sector employs many graduates and this experience is often sought after by marketing consultancies and other companies that contract to government agencies. Market research is primarily concerned with the potential sales of a product or service. It covers three core areas of investigation. Consumer research is concerned mainly with products and services sold to the general public. Investigations assess and measure consumer reaction to pricing, packaging, after sales service etc. Industrial research (business to business) is largely concerned with products and services purchased for use within industry. Social research investigates people s views on economic, social or political issues. Companies dedicated to the research and analysis side of marketing often carry out the research for clients both within and outside the marketing industry. Market researchers gather and analyse data so that businesses may reduce uncertainty and risk. They may undertake predictive research related to developing a new product or service, or evaluative research that assesses the effectiveness of sales strategies such advertising or analyses the appeal of a competitor s product. Market researchers organise research surveys for clients then analyse and interpret the survey results, write reports, and make recommendations to their clients based on the research gathered. At entry level, client services executives analyse data, look for patterns and advise clients in ways that can be easily understood. They may also come up with ideas for new products. Marketing strategy forms part of the overall business management plan of an organisation. Marketers interface with a range of other operations responsible for promoting an organisation and its products and/or services. Marketing studies are very useful for work in these related disciplines. Communications is a separate function that has its own strategy and may use marketing tools or have a direct link with marketers in an organisation. Communications is responsible for promoting an organisation s image and reputation to the public, as well as informing staff and clients about what is happening within the organisation. In some organisations communications and marketing roles are combined. Public relations is the process by which organisations establish and maintain good will and understanding with stakeholders. PR is a two-way communication process that values feedback and seeks to manage public opinion by transmitting positive information to people the organisation wishes to influence. Advertising is concerned with the promotion of goods and services through major mediums including television, radio, the Internet, cinema, magazines, newspapers, video games, mobile phones and billboards. Advertising aims to persuade or inform the general public and can be used to promote sales, increase brand awareness, or enhance product differentiation. Advertising agencies usually devise an advertising strategy, develop the creative idea and buy the media. Advertising may form just one part of an organisation s total communications and marketing strategy. Examples of roles in advertising agencies include: account managers who work with clients to plan campaigns and manage the production of advertisements, creatives who come up with ideas for advertisements, copywriters who write the ads, the media team that works out which media to use and buys the best-value space to reach the target audience and art directors who are in charge of graphics. Data marketing is a type of database analysis that extracts customer information from a database using software that can identify previously unknown patterns or trends in large amounts of data. It can reveal that customers with a shared set of demographic characteristics will purchase like items, shop at similar times and frequencies, be equally brand loyal or disloyal, purchase similar groups of items, or respond to a particular type of promotion. Direct marketing attempts to send commercial messages directly to consumers through one medium such as direct mail, telemarketing or texting, and is usually unsolicited. The message focuses on driving purchases through a call-to-action, for example asking the consumer to call a free phone number or visit a website. The direct consumer responses are easily tracked and measured.

3 Social marketing is a growing area that utilises the marketing principles and techniques of commercial marketing with the purpose of improving the welfare of people and the physical, social and economic environment in which they live. For example campaigns about endangered species, the effects of human behaviour on climate change, the dangers of drink driving and smoking are just a few. Organisations that use social marketing strategies include national and local government agencies and not-for-profits, however this does not rule out the possibility for commercial enterprises to contribute social good. Services marketing has become increasingly important for Western countries with the reduction of their manufacturing industries and increase in their service economies. In New Zealand tourism, hospitality and retail are major service industries. A service is the action of doing something for someone or something. Unlike a product, a service is largely intangible, perishable (consumed where it is purchased) and cannot be owned by the consumer. The six Ps of marketing extend to include those for services - physical evidence, process and people. Internet marketing, web marketing, online marketing, or emarketing is the marketing of products or services over the Internet. The lower costs, interactivity and instant responses of this broad scope medium are some of the benefits. Specialised skills and knowledge are required for the management of digital customer data and electronic customer relationship management (ecrm) systems. International marketing involves companies in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves companies in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe. International marketing is becoming more important as companies outsource overseas and seek new markets and commercial alliances. Cultural knowledge is vital here as messages may be understood differently across cultures. A degree in marketing gives an excellent introduction to the various aspects of the discipline. A postgraduate degree allows further in-depth specialisation in a particular area. Knowledge of business is crucial, along with a passion for something you would like to communicate about or sell. Industry professionals have identified particular competencies they look for when recruiting marketing graduates. A steady head, common sense and the ability to think outside the square are important, as well as the desire to learn and gain the practical experience required to bring theory into the real world. Being creative and entrepreneurial with good social skills are also key. Building work experience, paid and unpaid, during the year and through summer vacations is advisable. This could be gained through work in sales and retail, post-production work in companies that produce advertisements, even making the tea in a marketing or advertising agency. Getting a sense of the world of work through observing and asking questions, making contacts and building networks can make the difference when job hunting. Once in work job promotion can depend on having the attitude, motivation and drive to learn more and gain results. As public and private sector operations require people with marketing skills there are plenty of opportunities for graduates. Marketing combines well with special areas of interest. For example marketing graduates with an interest in the arts, ICT, health, education, science, finance and other areas will find roles concerned with the six Ps. A passion for an area is likely to be a driver for career success. Then there are companies dedicated to the many different specialisations within marketing. Advertising, direct marketing, Internet marketing, public relations, sales/brand management, market research, international Human Resources management, business/policy analysis, export management, communications and more. Public sector National and local governments plan and implement strategies for communicating messages about government policy. Some of these require marketing skills. Where there are marketing roles in ministries they work closely with the communication teams. A marketing graduate with excellent verbal and written skills and an understanding of the communication process may gain a role in communications. These positions are more prevalent in government. The government often uses market research to assess public opinion on issues, for example the provision of health services for the future or the impact of government funding on education. And it uses social marketing to influence public behaviour. Examples are road safety, health (e.g. smoking), environmental and border control issues. Marketing professionals in these complex sectors need to be politically informed and neutral, and aware of accountability to the taxpayer.

4 Not-for-profit There are many not-for-profit organisations, not all of which have a dedicated marketing role; however many have a communications manager and a fund raiser who have marketing components to their work. Not-for-profits include organisations that support people with disabilities and medical conditions; parents, children and young people; cultural groups; environmental lobbies and many more. These organisations plan and strategise to get their message into the public arena through different media channels to run campaigns, grow their membership base and sponsors, fund research, attract volunteers and compete for funding and public support. Not-forprofits are accountable to the people who donate money and to their sponsors and membership. Private sector Marketing consultancies, market research companies, advertising agencies and public relations companies contract their services to other companies in the private, public and not-forprofit sectors. Many of these firms hire marketing professionals to help them carry out their core business. Examples are: pharmaceutical firms, banks, insurance companies, professional services such as accounting and legal, utilities, manufacturers, petroleum companies, telecommunications and more. While the head offices of many enterprises are in Auckland, Australia, or Asia they often have a presence in Wellington particularly where the business needs to maintain a connection with government ministries. Entry-level positions for marketing graduates will often be administrative supporting the marketing team. At the next level there are advisory positions, and further on other roles of specialisation. For example a product manager will be responsible for product innovation, design, pricing, getting it out to markets etc or a researcher will do qualitative and quantitative research which feeds vital information to the product manager. Branding, sponsorship and electronic media are also useful areas to specialise in. Start up business Setting up a business is an attractive longer-term career option for graduates who are entrepreneurial and have business acumen. Strong marketing skills are a definite advantage in establishing a successful business. There is a lot of information available on the Internet and through local government and city councils to help people get started including business incubators, funding agencies and business networks. Graduates always learn a lot on the job so being open to new learning and prepared to ask questions of employers is essential. Degree studies and any work experience gained while studying are good preparation. Networking is often a productive job search strategy, particularly in the highly competitive world of advertising. Used by marketers, communications and PR professionals, networking is a skill worth developing early. During their degree studies graduates develop both technical and generic transferable skills and qualities that are sought by employers. When writing a CV and preparing for interviews, graduates can use specific examples from course work and from paid or voluntary work as evidence of the competencies they are offering an employer. Marketing skills Marketing is a critical business function that utilises a variety of activities to identify customer needs and wants. The information is used to create, plan, communicate and deliver value to identified target markets. Graduates who have specialised in marketing learn about the distribution of goods and services, consumer behaviour, pricing, channels of retail and wholesale distribution, advertising, sales, market research and marketing management. Research skills The ability to access and evaluate information is essential in a commercially oriented, knowledge economy. Through their assignments, students learn to apply a range of strategies and tools. Analytical skills Analytical or critical thinking skills are necessary for effective decision-making and problem solving. Analysis includes the ability to identify a concept or problem, tease out its components, organise and evaluate information and to draw appropriate conclusions. These skills are acquired through academic work and are useful in research, policy and business roles with high levels of responsibility. Communication skills Getting the right message to the right target market is vital for business success. The ability to communicate clearly in written and spoken language is essential for a career in marketing. Through their studies graduates learn to present their work logically and clearly in oral and written forms and to use language and presentation tools appropriately. Group work also helps develop listening skills and interpersonal skills.

5 Computer and technology skills Electronic technologies such as the Internet, iphones and mobile phones are increasingly used in marketing strategies as cost effective ways of reaching a large number of people. Expertise in established and up-coming technologies is an advantage in the marketing world of today and tomorrow. Relationship management skills The ability to manage relationships is key to business sustainability and success. Business relationships can be complex and varied when a number of stakeholders are involved. Marketing graduates acquire understanding of relationship dynamics in commercial and non-commercial settings. They apply these skills and knowledge during projects and group discussions. Self-management Graduates develop self-management skills through course work as they plan, design, implement and communicate about their projects. Self-management is one of the most sought after skills by employers in many industries and is critical for successful tertiary study. There are many avenues for finding jobs: networking through contacts and former/current employers or professional associations; searching the Internet for organisational websites (private companies, not-for-profit, government and universities); recruitment agencies; newspapers; professional magazines. If you want to work in a marketing department, starting in sales is often the best way to groom yourself for a challenging position in marketing. A typical graduate entry-level title is marketing or marketing and communications coordinator/assistant. Other job titles (below) may require some prior experience. It also pays to keep an eye on developments in technology as job titles change and new ones emerge. Professional Associations The Marketing Association has a large membership of potential employers. The Association encourages students to contact them and will facilitate contact with appropriate employers. Students in their final year may be eligible for the Student Marketer of the Year Award sponsored by New Zealand Post. Web performance analyst

6 GRADUATE PROFILES Toby McIntosh Getting a definitive answer from an 18 year-old on what they want to do for the rest of their life is a difficult task, but asking them to choose and invest in papers that will ultimately dictate their future career that is a real challenge. I faced this prospect before starting at Victoria in 2004, and was looking for something that would encompass all of my interests whilst leaving me open to a range of job opportunities. I enrolled in Marketing 101 with a great deal of anticipation and was immediately hooked. Here was a subject that challenged my understanding of business, encouraged active class participation and showed that the depths of marketing stretch far beyond just advertising and promotion. Welcome to the world of consumerism, communications, strategic planning, market analysis and so much more. Marketing proved to be exciting, rewarding and the perfect complement to my International Business and Media majors. In my current role at Solnet Solutions I have been involved in a range of activities including event management, website management, advertising and internal communications. The job not only requires a base knowledge of marketing theory, but more importantly the social and communication skills to work effectively in a team environment. Victoria s papers (through both their teaching and assessment components) prepared me well for this, and I know the skills I learned will continue to prove invaluable to my future career progression. Marketing does not just hand you a textbook and ask for the correct answer. Instead it provides a framework that encourages you to challenge your thinking around a number of contributing factors. So whether you re looking to major in marketing or just give it a try, approach it with an open mind and enjoy yourself believe me you won t be disappointed. Ryan Kuggeleijn I took a very open book approach to my first year of university and selected a range of papers including marketing, biology, psychology and accounting. Like many other students fresh from secondary school I had only a vague idea of what many of the courses involved, but starting from a wide base turned out to be a good idea. At school I had leaned towards science-based subjects, but as I got into my first year I found the commerce-based disciplines grabbing my attention. The range of subjects I had completed left the path open for me to continue with either a Commerce or Science degree. I decided to do both and chose majors in marketing, commercial law and psychology. Although this may seem like a strange combination, there has been a lot of crossover between my majors and all have proven useful since I have moved on into the workplace. This line of study was definitely useful in obtaining my current job. I received good feedback from employers about having a good range of subjects on my transcript. Since I started my role with BP in 2007 this has continued to ring true as I have worked on a range of tasks including project management, marketing, event planning, strategy development, and of course the usual graduate administration tasks. The skills gained through my marketing study were definitely worthwhile and have proved to be relevant in many of these tasks, often in unexpected ways. My advice to anyone considering studying marketing is to try it out along with a range of other papers as it combines well with almost anything. Another great thing about marketing is the range of topics it encompasses. As you move into second year and beyond, a range of options spring up including tourism marketing, buyer behaviour, international marketing, Internet marketing, social and services marketing and many more. All the best!

7 Laura Suisted I was drawn to studying marketing because while the subject contains a solid grounding in theory and practical frameworks, there s also plenty of scope for the creative application of these ideas. Of all the commerce majors, it s connected to an industry that has a reputation for fun and variety, outgoing people, TV commercials and events promotion. Now that I m in the workforce, I can say that s true, but you have to earn it. It s an environment with lots of energy, definitely great for people who have a work hard, play hard approach. What really spurred me on at university was that many of the major marketing assignments allowed us to choose our own scenario or product to apply the teachings to. After giving us a broad structure to work through our thoughts, we were then let loose to develop our own ideas. During the course of my marketing studies, I invented a car that solved all my personal driving dilemmas, explored the burgeoning market for environmentally friendly cleaning products, and got to interview a local music promoter I d looked up to for years. There are so many different facets to the discipline consumer research, new product development, pricing analysis and the variety of marketing papers at Victoria gives a great taster of what s out there. Doing Honours gave me the opportunity to grapple with the history of marketing thought and the underlying principals of the subject. Although the volume of work was overwhelming at first, it was a great course for learning how to find and deal quickly with masses of information to get at what s most important. I m now working for SweeneyVesty, a communications consultancy, and really value the research and critical thinking skills I developed while studying. My Honours year especially taught me to be sceptical of stated facts and to always try to follow them back to the source, rather than just accepting something because it s written down. Branding and advertising are some of the most interesting aspects of marketing and much of what I do at SweeneyVesty is related to this field. I ve been fortunate to work on projects involving some of the most interesting and well-known brands in the world, in dynamic categories such as fashion, automobiles, telecommunications and consumables. William Neill Many people I talk to question the need to study marketing. They ask, Isn t it all just about the gift of the gab, door-to-door sales, and annoying telephone surveys? Sure, it helps to have good communication skills, however the reality for marketers is far removed from this stereotype. Every marketer could be likened to an explorer of some kind. As markets change so too must marketers, discovering the next big trend or even initiating it. It was this sense of adventure and creativity that attracted me to the subject of marketing. When I arrived at Victoria my first port of call was Film and Theatre where I learnt about performance and how to translate my ideas into forms that others could interpret. While this study provided a solid base in one creative arena, there were other ideas that I wanted to explore, particularly in business. Marketing was a natural choice and enabled me to take what I had learnt in performing arts and translate it into viable business concepts. As a result I have a growing interest in emerging creative technology, such as geo-caching with GPS and mobile Internet, or 3D newsprint ads that you can only see through your cell phone. In many ways, the subject of marketing has been the glue that s combined three distinct fields of curiosity for me; business, technology and performance. When the offer arose to do Honours in Marketing I jumped at the chance and completed a Bachelor of Commerce and Administration (Hons) and Bachelor of Arts in Film and Theatre in I then started a Masters in Marketing and my interest and enjoyment of the subject has now led me towards a PhD. Marketing is a relatively new discipline and the more you learn about it the more you begin to see how it can be applied to other thoughts, philosophies and concepts. My advice to future students is to give different things a go, don t just stick to one train of thought or to one discipline. University is about acquiring the ability to learn and to question things. Marketing is a subject that asks many questions and to my mind, is one of the most thought provoking, challenging and ultimately rewarding areas to be involved in.

8 The Bachelor of Commerce and Administration in Marketing (BCA) is a three-year degree which links fundamental marketing principles, critical thinking, communication, and leadership skills to the business world. The Marketing domain is a broad and far-reaching area of business and research. It is not simply advertising or persuading people to buy things they don t want or need. All organisations have customers, so all organisations need employees who know how to discover and understand customers, engage them in mutually beneficial long-term relationships, and satisfy their needs as well as organisational objectives. Marketing attempts to understand the complex relationship between customers, consumers, and suppliers of products and services. The diverse areas of marketing include market research, consumer behaviour research, advertising, public relations, distribution and logistics, channel management, business relationships, Internet marketing, globalisation, sustainability, social marketing, services marketing and technological impacts. The staff who teach in Victoria s Marketing programme also undertake research with organisations in New Zealand and around the world. Some of the organisations and research areas include: public healthcare in New Zealand and UK, the Royal New Zealand Ballet, understanding sponsorship, biotechnology marketing, knowledge creation, service recovery, international business environments in Asia and Europe, social marketing, and marketing law. BCA Marketing graduates are prepared to work in a variety of marketing related fields, such as market research, advertising, public relations, web design and online strategy, management, and business. Or you may decide to do further study in marketing with the BCA (Hons) or Master of Commerce and Administration (MCA). Major corporations and government organisations increasingly look for a postgraduate degree for entry into high-level positions. These degrees also provide an excellent base for a career as a professional market researcher or academic. Marketing graduates have multiple career paths and are sought all over the world by business and government. They can be found at all levels of business, from hi-tech industries to retail, tourism and hospitality. Programme structure: In the first year of the BCA degree you complete a core business programme including accountancy, economics, business statistics, marketing, information systems, management, as well as government, law and business. Your second year provides the foundation courses for the third year marketing specialities. In year two you learn about consumer behaviour, market research and marketing management. Year three provides the opportunity to gain in-depth knowledge about a number of specialised marketing areas, including; marketing communications, social marketing, Internet marketing and thinking skills, to name a few. The BCA in Marketing is structured to allow you to tailor your BCA to your interests, and you have the flexibility to complete a double major in other areas. Some of the other subjects which complement a marketing degree include; Psychology, International Business, Management, Information Systems, Sociology, Statistics, Finance, Law and Accounting. In addition, Marketing offers distance course options designed for working people who are unable to attend university lectures and tutorials. To enrol in the BCA in Marketing you will need a university entrance qualification, and it is useful to have studied business studies, psychology and statistics. Special thanks to: The School of Marketing and International Business in particular A/Prof Val Lindsay, Head of School; Jacqui FitzGerald, School Manager; Dr James Richard, Lecturer and Director of Postgraduate Programmes and graduates Ryan Kuggeleijn, Toby McIntosh, William Neill, Laura Suisted; and all those people who contributed to this publication. Career View is published by Career Development and Employment Victoria University of Wellington, Te Whare Wananga o te Upoko o te Ika a Maui PO Box 600, Wellington, Tel: or , Fax December 2008 ISSN