Appendix 1.1 Careers in marketing

Marketing positions

Marketing executive / coordinator

Management of all marketing-related activities for an organization.

Brand / product manager

A product manager is responsible for the management of a single product or a family of products. In this capacity, he or she may participate in product design and development according to the results of research into the evolving needs of their customer base. In addition, marketing managers develop business plans and marketing strategies for their product line, manage product distribution, and disseminate information about the product, and coordinate customer service and sales.

Brand / marketing assistant

At the entry level of brand assistant, responsibilities consist of market analysis, competitive tracking, sales and market share analysis, monitoring of promotion programmes, etc.

Marketing researcher / analyst

Market researchers collect and analyse information to assist in marketing, and determine whether a demand exists for a particular product or service. Some of the tasks involved include designing questionnaires, collecting all available and pertinent information, arranging and analysing collected information, presenting research results to clients, making recommendations.

Marketing communications manager

Manages the marketing communications activity of an organization such as advertising, public relations, sponsorships and direct marketing.

Customer service manager / executive

Manages the service delivery and any interactions a customer may have with an organization. Role can be quite varied, depending on industry.

Sales positions

Sales executive / business development

Aims to develop successful business relationships with existing and potential customers. Manages the company's selling activities to existing customers and identifies potential sales prospects.

Sales manager

Plans and co-ordinates the activities of a sales team, controls product distribution, monitors budget achievement, trains and motivates personnel, prepares forecasts.

Key account executive

Manages the selling and marketing function to key customers (accounts). Conducts negotiations on products, quantities, prices, promotions, special offers etc. Networks with other key account personnel influential in the buying decision process. Liaises internally with all departments and colleagues in supplying and servicing the key account. Monitors performance of the key account.

Sales support manager

Provides sales support by fielding enquiries, taking orders and providing phone advice to customers. Also assists with exhibitions, prepares documentation for brochures and sales kits, and commissions market research suppliers for primary data.

Merchandiser

Aims to maximize the display of a company's products in assigned retail outlets. Ensures that point-of-sale displays are stocked and maintained correctly.

Sales promotion executive

Aims to communicate product features and benefits directly to customers at customer locations through sampling, demonstrations and the management of any sales promotion activities.

Telesales representative Advertising sales executive

Takes in-bound or makes out-bound calls, which are sales related. Sells a media organization's airplay, TV spot or space to companies for the purpose of advertising.

Retailing positions

Retail management

Plans and co-ordinates the operations of retail outlets. Supervises the recruitment, training, conduct and work of staff. Maintains high levels of customer service. Manages stock levels.

Retail buyer

Purchases goods to be sold in retail stores. Manages and analyses stock levels. Obtains information about the range of products available. Manages vendor relations.

Advertising positions

Account executive

Helps devise and co-ordinate advertising campaigns. Liaises with clients, obtaining relevant information from them such as product and company details, budget and marketing goals, and marketing research information. Briefs other specialists in the agency (such as creative team, media planners and researchers) on client requirements, to develop the details of a campaign. May present draft campaign suggestions to clients along with a summary of the expenditure involved, and negotiate and arrange for modifications if required. May supervise and co-ordinate the work of the relevant production departments so that the campaign is developed as planned to meet deadlines and budget requirements.

Media planner / buyer

Organizes and purchases advertising space on television, radio, in magazines, newspapers or on outdoor advertising. Liases between clients and sellers of advertising space to ensure that the advertising campaign reaches the target market.

Public relations positions

Public relations executive

Helps to develop and maintain a hospitable, friendly public environment for the organization. This involves liaising with clients, co-ordination of special events, lobbying, crisis management, media relations, writing and editing of printed material.

Press relations / corporate affairs

Develops and maintains a good working relationship with the media. Creates press releases or responds to media queries.