The Chartered Institute of Marketing defines marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably."

Marketing is crucial for business success. Without paying attention to what it sells, what price it charges, how it promotes its products, and where it sells them, no company can survive. These are the issues that marketers grapple with every day, and it is what marketing is all about.

Who is it for?


Marketing tends to be seen as a creative industry – a study by Research International found that most people outside the marketing profession believe that the residents of the marketing department spend most of their time occupied with ad campaigns, promotions and, of course, long lunches!

But there is much more to marketing than lunching with ad agencies and debating the new colour of the firm’s logo. It’s true that marketing requires some artistic flair, and even though the work of the marketing department is increasingly constrained by legal restrictions, to be a good marketer you need to be imaginative, provocative and intuitive. But marketing also demands a fair degree of scientific thinking. It is a complex profession, requiring a broad understanding of technology, an awareness of how to use data, plus a good grounding in a variety of other scientific and mathematical principles.

Like any profession, there are different areas within marketing which students can chose to specialise within. These include:

• Market Research
• Communications
• Public Relations
• Strategic Management
• International Marketing
• Advertising and Branding
• Direct Marketing
• Events Organisation
• Database Marketing
  
  

How do I get into marketing?

A qualification from The Chartered Institute of Marketing is now recognised around the world as an essential requirement by many employers. There are a range of courses to choose from for those who are just starting out in their career as well as for experienced marketing professionals. Students can chose to study The Institute’s courses at one of its many accredited study centres within the United Kingdom and worldwide. In addition, students undertaking university degrees within marketing and related disciplines very often receive certain exemptions if they study with The Institute afterwards.

How much do I get paid?

Salaries range from around £20K for a junior marketing manager to £50K and more for a marketing director. Marketing is a popular career choice for graduates, and competition to land that all-important first job is tough.



Some useful advice for gaining marketing experience

Employers appreciate someone who has a real passion for their chosen profession, academic excellence is not always enough. University offers an excellent opportunity to gain experience in the field of marketing which sadly, very many students miss. Getting involved in promotional activities for student societies, or participating within a Student Brand Manager scheme run by some of the national newspapers, is one way to learn and gain some valuable experience within marketing. It could even be something as simple as designing and placing posters around campus for a friend’s election campaign.

Whilst it is true that there is much more to the profession of marketing than posters and t-shirts, these basic initiatives on behalf of ambitious students will help them stand out from the crowd and prove to prospective employers their strong level of commitment.

Student testimonials

“There are so many marketing graduates now that you have to give yourself a competitive edge. The CIM qualification will give you that edge. Besides this, try to get work experience in industries as close to those you would wish to work in ideally”.
He says “Remember that marketing is what you make of it. The best organisations are led by it, others use it merely for administrative purposes. Choose the right company for you where marketing is at the heart of the business.”

Neil Collins – Marketing Executive, British Red Cross

“Employers need a ‘standard’ to judge candidates and the CIM qualification stands out as an excellent marker for the marketing profession. When I received my CIM Postgraduate Diploma I finally felt that I was a bonafide marketer and knew I had become a professional.”

Jodine Milne – Marketing Manager, Stagecoach North East



Hamad Ali
The Chartered Institute of Marketing
(0) 1628 427 139
SyedHamadAli@cim.co.uk

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