Marketing is an act of promoting and selling business/ product using Marketing tools, i.e., research and advertising. The American Marketing Association defines marketing as such business activities that increase the flow of goods from producer to customer. However, no-one has yet found a definition that is universally accepted (Hunt S. D., 1976, p. 17)
The world is changing at a rapid pace; what worked yesterday might not work tomorrow. The same goes for the future. Especially with the invention of information technology. It has changed the ways of marketing (Shaw, 2001, p. 1).
Marketing strategies should update with the same pace world is growing. While coming up with new plans for business promotion globalization, advancement in technology and deregulation should be kept in mind. (Kotler, 1982, p. 1).
Marketing is an essential aspect for any business; the marketing strategy will keep the business up and running. When you offer your marketing skills up for service to promote a peculiar brand or business, it becomes a career. Having a marketing degree in business helps kicks start one’s job (Hunt S. D., 1986, p. 2).
A Marketer applies the tools, i.e., research the public demand for a product and thus produce a strategy that meets that demand. After all, the key to achieving organizational goals is in satisfying the needs and desires of the customer (Binsardi, 2003, p. 319). The objective is to make your product sell more than the competitors. Businesses face many challenges, and a marketer’s job is to make the business stand firm and even progress. Another tool for marketing is an advertisement. Advertisement introduces the distinctive features of a product to the public or the targeted customers.
Benefits of Marketing as a Career:
Marketing is everywhere these days, either you are out in public or even at home. Businesses use many marketing tactics to create a mass of customers. An example is billboards; you can see them almost everywhere. Another example is TV commercials that stream every other hour. These are Marketing strategies to build customers for a business. Every business needs a marketing strategy, one that will make it stand apart and offers something different from the rest of the crowd. Marketing is and will be in the limelight. You will probably never die of hunger if you are a marketing major.
Choosing Marketing as a career means you will be working in various situations. There are many parts of marketing, and you can opt for any of them. You could be a part of an advertising campaign, brand promotion, or you could be on the research team. Marketing knowledge and skills are said to play an essential role in one’s recruitment, and many have recognized this characteristic in a marketing student (Gibbs, 2008, p. 288).
Just like marketing types, there are different types of tools used in marketing, be that digital or analytical. Marketing has become much more technology-driven. Market researchers can now research data easily through the internet. Internet, e-commerce, and social media technology broadly impact how businesses are promoted (Saravanakumar, 2012, p. 4445). Hence, they can effectively come up with ideas to promote a business or gain more customers for the company.
Drawbacks of Marketing as Career:
There is more to marketing than just glamour. You might be asked to sell insurance, make kids prefer greens or more difficult tasks to do. A market specialist requires a creative and analytical mind. Unfortunately, the marketing curriculum offered in many universities is not enough to equip their students with such excellent skills. Most of the courses focus more on past strategies and less on tools that will help a student in anticipating and adjusting to market changes (Ackerman, 2003, p. 46). Businesses probably will hire you based on your studies in marketing, but getting a job and doing the job well are two separate matters.
Ward, Lewis B. found out that salaries of MBA graduates from Harvard experienced very little change even after 15 years of entering a business and increased even less after that (Ward, 1910). In short, if you do not possess proper skills and mindset, you might find it extremely hard to survive in a marketing environment.
Plus, global forces will keep hindering businesses and the responsibility to eliminate these interruptions, rests with the marketing team. Marketing campaigns and researches cost a lot. Just as technology keeps changes, marketing strategies and approaches must be updated continuously.
These changes bound to affect business standings. And while business prefers to lessen their expenditures, marketers have to keep their researches within the budget. There are only a few jobs that allow you to apply all the skills you had learned when you graduated (Taylor, 2003, p. 1). This limitation complicates the marketing process and hinders the marketers’ job.
Marketing is an essential requirement for any business, that makes you, a marketing major open to lots of opportunities. Plus, a good salary with tons of benefits. Despite that marketing, jobs demand great effort and goods a lot of skills. If you do not possess these skills, you would not be able to understand and meet the targeted customers. And eventually will fail to bring business any gain.
Ackerman, D. S. (2003). Instructor, student, and employer perceptions on preparing marketing students for changing business landscapes. Journal of Marketing Education, 25 (1), 46-56. Retrieved from http://www.academia.edu/download/41331791/Instructor_Student_and_Employer_Percepti20160119-10458-1tdprj2.pdf
Binsardi, A. &. (2003). International marketing of British education: research on the students’ perception and the UK market penetration. Marketing Intelligence & Planning, 21(5), 318-327. Retrieved from Link
Gibbs, P. P. (2008). A new higher education marketing mix: the 7Ps for MBA marketing. International Journal of educational management, 288-299. Retrieved from Link
Hunt, S. D. (1976). The nature and scope of marketing. Journal of Marketing, 40(3), 17-28. Retrieved from https://bayanbox.ir/view/5422331376532458015/the-nature-and-scope-of-markrting.pdf
Hunt, S. D. (1986). Marketing education and marketing success: Are they related? Journal of Marketing Education, 8(2), 2-13. Retrieved from https://pdfs.semanticscholar.org/99c8/7ffa292ee02e9db4751ad33783c525a6ce2f.pdf
Kotler, P. (1982). Marketing for nonprofit organizations. Prentice-hall, inc., 2, 1. Retrieved from http://dl.ueb.vnu.edu.vn/bitstream/1247/2250/1/Marketing_Management_-_Millenium_Edition.pdf
Saravanakumar, M. &. (2012). Social media marketing. Life Science Journal, 9(4), 4444_4451. Retrieved from http://www.lifesciencesite.com/lsj/life0904/670_13061life0904_4444_4451.pdf
Shaw, M. J. (2001). Knowledge management and data mining for marketing. Decision support systems. 31(1), 127-137. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.87.1196&rep=rep1&type=pdf
Taylor, K. A. (2003). Marketing yourself in the competitive job market: An innovative course preparing undergraduates for marketing careers. Journal of Marketing Education, 25, 97-107. Retrieved from https://journals.sagepub.com/doi/pdf/10.1177/0273475310380881
Ward, L. B. (1910). Analysis of 1969 Alumni Questionnaire Returns. Retrieved from https://journals.sagepub.com/doi/pdf/10.1177/0273475310380881