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Roger Foster MCIM Chartered Marketer Regional Director The Chartered Institute of Marketing

Roger Foster MCIM Chartered Marketer Regional Director The Chartered Institute of Marketing Royal Holloway University 7 March 2012. Who am I?. Roger Foster MCIM & Chartered Marketer Regional Director 30+ years in sales & marketing. Who are we?. “A Life in Marketing”

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Roger Foster MCIM Chartered Marketer Regional Director The Chartered Institute of Marketing

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  1. Roger Foster MCIM Chartered Marketer Regional Director The Chartered Institute of Marketing Royal Holloway University 7 March 2012

  2. Who am I? • Roger Foster MCIM & Chartered Marketer • Regional Director • 30+ years in sales & marketing

  3. Who are we?

  4. “A Life in Marketing” “A Life in Marketing” “Preparing for a life in Marketing”

  5. Question Do you have excellent written and communication skills? A creative mind? Confidence to sell ideas? Good planning and organizational skills? Determination and the ability to work well under pressure? Then a career in marketing could be for you.

  6. Getting Into marketing

  7. What employers want?

  8. Getting in to Marketing Employability • Experience • How? • Where? Qualifications • A Marketing Degree – a great start • CIM Professional Qualifications– Qualifications by assignment • New Digital Diploma’s Aptitude • Enthusiasm • Willingness to learn • Adaptability

  9. CIM Qualifications Marketing Qualifications. • Introductory Certificate • Professional Certificate. • Professional Diploma. • Post Grad. Diploma. Sales Qualifications Cert. in Professional Sales Practice Advanced Cert for Sales Management Intensive Diploma in Strategic Sales Management

  10. CIM Qualifications – CAM Foundation Digital Qualifications • Diploma in Digital Marketing • Diploma in Mobile Marketing • Diploma in Marketing Communications • Diploma in Digital Metrics and Analytics • Diploma in Managing Digital Media • Diploma in Digital Campaign Planning • Diploma in Digital Media and Branding • Diploma in Hospitality and Tourism Marketing

  11. The Best Place To Start? • May not be the Marketing Department! • Take on a customer facing role • Understand the buying decisions of those customers • Understand the customers issues and pains • Work in production or operations • These are potentially more challenging, • educational and worthwhile to commence • your marketing career.

  12. What Sort of Organisation Should I Choose? • Market led and customer focused • Grounded in research • Strong internal values • Innovative and challenging • Recognition and career progression opportunities • Marketing spend seen as an investment and not a cost • Embraces dialogue and learning • A team of excellent marketers • A leading brand (Mega or niche) • An innovation company

  13. Challenges You Will Face Relationship with sales Relationship with IT Relationship with engineers Relationship with accountants Relationship with operations Challenging deadlines Unexpected events Internal politics Lack of understanding Lack of budget Lack of resource Lack of support Lack of authority Lack of data Lack of metrics

  14. Careers In marketing

  15. Marketing - A Broad Church Private sector (Consumer) B to C Private sector (Business) B to B Public sector (NFP) Consumer to Consumer C to C • Brand management • Product management • Service management • Research and development • Marketing communications (Agency and client) • Proposition teams • Customer relationship management • Market research and insights • Direct / field marketing • Digital / interactive • Internal marketing • Distribution • Strategy and planning

  16. Be able to think critically, analytically and creatively Skills and Competencies Think strategically Be a team Player! Be passionate A solid grasp of marketing principles Skilled in communications Be innovative Be a brand advocate Be flexible and willing to accept new challenges Be obsessed with customer Professional (product, technical etc.) expertise . Love data, love IT Confident and ambitious Be accountable Be a strong relationship builder Be focused, organised and deliver to promises

  17. Possible sectors • Sectors • Arts and Drama • Not for profit Charities • Consumer goods • Publishing • Industrial • Recruitment and search • Property • Professional services • Fashion • Restaurant marketing • And many more…

  18. How much will I get paid? Basic Salary by job role* Senior Clerical/Admin £19,500 Graduate/Supervisor £23,778 Junior Manager £29,280 Middle Manager £35,000 Senior Manager £43,000 Head of function £56,900 Director £71,449 £71,449 Av. Salary of a Marketing director* *CIM Croner Rewards Survey, 2009

  19. To find out more….. Visit: www.cim.co.uk Or Our specialist site for students and graduates www.getin2marketing.com

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