Section
Eastern University Business

Marketing Career Paths

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Jobs in marketing are growing at a much more rapid rate than those in other occupational categories.There is a strong demand for employees in service firms, non-profit institutions, political candidates, and others applying marketing principles. Further, the deregulation of several industries (such as banking, communications, and transportation) has encouraged companies in these industries to increase their marketing effort. Many will be wanting individuals who can apply new technologies such as the Internet and marketing-based computer software. Lastly, the rise in foreign competition, the attraction of many international markets, and the maturity of several market segments in the U.S. are causing more firms to expand and upgrade their marketing systems.

Advertising:
Many organizations employ advertising specialists. Advertising agencies are the largest employers; however, manufactures, retailers, banks, radio and television stations, hospitals, and insurance agencies all have advertising departments.

Direct Marketing:
As a result of technological capabilities and lifestyle market opportunities, direct marketing has enjoyed substantial expansion. Although precise figures are difficult to pinpoint, direct marketing has grown in recent years.

Marketing Research:
The U.S. marketing research business is a large and growing industry. Marketing research firms, advertising agencies, universities, private firms, nonprofit organizations, and governments provide growing opportunities in marketing research. Researchers conduct industry research, advertising research, pricing and packaging research, new product testing, and test marketing. Marketing research requires knowledge of statistics, data processing and analysis, psychology, and communications.

Product (Brand) Management:
Product brand managers coordinate the activities required to market a product. Thus they need a general knowledge of all aspects of marketing.

Public Relations:
Public relations firms help create an image or message for an individual or organization and communicate it effectively to the desired audience. All types of firms, profit and nonprofit organizations, individuals, and even countries employ public relations specialists. Communication Skills, both written and oral, are critical for success in public relations.

Retailing:
Retail careers require many skills. Retail personnel may manage the sales force and other personnel, select and order merchandise, and be responsible for promotional activities, inventory control, store security, and accounting. There are numerous positions in the retail sector.

Sales:
There are more opportunities in sales than in any other area of marketing. Sales positions vary greatly among companies. Some selling positions focus more on providing information; other emphasize locating potential customers, closing the sale, and maintaining ongoing customer satisfaction. While many plan a career in sales, others will use sales as a stepping stone in the progress toward management. Compensation, often salary plus commission, sets few limits on the amount of money a person can make and therefore offers great potential.

For further information please contact department co-chairs:

Dr. Lindy Backues (610) 225-5533, or e-mail lbackues@eastern.edu

Professor Tod Gilmore (610) 341-1546, or email: tgilmore@eastern.edu