Marketing Career Workshop

1. MarketingCareer Workshop Presented by Frank L. Ciminelli Family CAREER RESOURCE CENTER

2. Areas of Marketing • Advertising • Public Relations • Sales & Retail • Brand Management • Market Research

3. Advertising • Positioning and creating brands and persuading people to buy them through messages in the mass media • Television • Print Advertising • Radio • Out of Home • Career Paths • Account Services • Media Services • Creative Services • What it means to you - Hard work, long hours, very competitive, internships are usually unpaid

4. Public Relations • Is about persuading public opinion • Political Campaigns • Non-profit Organizations • Special Events • Creating a buzz • Deal with negative advertising, crisis management • Breaking down PR • Agencies: public relations firms • Corporate Communications: media relations or investor relations • Publicists: serve an individual…like a celebrity or author

5. Sales & Retail • Largest area of opportunities • Selling of products or services • Consumer Products • Pepsi, L’Oreal, Fisher-Price • Financial Services • AXA Advisors, First Investors, Northwestern Mutual • Pharmaceuticals • Business to business sales • Inside sales vs. outside sales • Retail sales

6. Brand Management • Difficult area to break into as an undergraduate • It involves diverse job functions and different subspecialties • Has an analytical component • Brand strategy is at the core • How to increase market share, which markets and demographics to target, which types of advertising to use and identifying a product’s “brand identity” • Bicycle Wheel • Brand manager is the hub • Spokes are the various departments that you have to influence like finance, manufacturing, R & D, sales

7. Market Research • If you are more interested in the WHY’s of marketing…instead of the HOW’s then consider Market Research • Market Research Departments • Kellogg’s • Proctor & Gamble • Fisher-Price • Market Research Firms • AC Nielson • Harris Interactive

8. Common Marketing Job Titles • Account Executive • Advertising Manager • Assistant Brand Manager • Brand Manager • Executive Team Leader • Marketing Analyst • Marketing Assistant • Marketing Communications Specialist • Marketing Coordinator • Marketing Manager • Marketing Planner • Marketing Representative • Market Research Analyst • Media Director • Media Planner • Pharmaceutical Sales Representative • Product Manager • Product Development Manager • Sales Management Trainee • Sales Representative • Senior Account Executive • VP of Marketing

9. A word about General Management • Positions are responsible for several areas of the business including human resources and finance • Sample Job Titles • Leadership Program • Management Trainee • Management Development Program • Retail Management Program (retail banking) • Retail is another example of a general management opportunity

10. PR Intern - Sample • Position Overview:Feinstein Kean Healthcare was founded to meet the unique communications needs of the emerging biotechnology industry. We realize the crucial role that strategic communications and investor relations programs played in building the value of companies not measured by traditional parameters. In 1999, FKH became part of Ogilvy Public Relations Worldwide, a top ten agency and a global leader in health, branding, marketing and public affairs. We are seeking a detail-oriented, enthusiastic, reliable, creative and efficient, full-time intern to assist with the day-to-day public relations tasks on a variety of accounts. Excellent writing skills are required and media relations experience is a plus. • Common duties include, but are not limited to:*Monitoring and analyzing media coverage and other relevant communications vehicles for clients *Evaluating and analyzing information and data, including developing succinct, accurate summaries of research *Drafting media alerts, pitch letters, press releases and marketing materials *Developing media lists and other reports (e.g., competitor, consumer, legislative or interest group analyses) *Coordinating meetings and events, including press conferences, analyst meetings, annual meetings and special events *Scanning science and biotech publications *Assisting with monthly billing process *General administrative duties • Qualifications:*Strong proficiency in both writing and editing*Proficient in MS Word, Excel, PowerPoint, and Outlook*Excellent problem-solving and organizational skills*Interpersonal communications abilities*Experience in the biotechnology or pharmaceutical industries is a plus • Education:*BA/BS preferred. Recent graduates or students available on a full time basis are encouraged to apply.

11. Sales Management Trainee - Sample • Position Description: The Sales Management Trainee program provides a demanding, fast-paced environment in a competitive industry, where growth equals opportunity and fun accompanies the challenge. Decisions are made "real time" to maintain and grow an existing account base with a strong focus on customer relations. We are looking for future managers and leaders of the company. Campus hires begin their career as a Management Trainee with unlimited career growth potential! • Required Knowledge Skills & Abilities: Utilize analytical and fact-based selling skills to grow volume, revenue, and profitability goals for the assigned territory. Use strong communication and interpersonal skills to enhance business partnerships and provide superior customer service. Develop robust presentation skills and acquire new customers in assigned territory. Activate local and national marketplace initiatives and promotions through merchandising products and building creative displays. Ensure accurate and timely orders are submitted. Perform administrative and reporting duties that require close attention to detail and cost control related to sales activities. Perform at fast pace, with self-motivation, and strong initiative. Work during early morning hours. Demonstrate strong leadership skills. • Qualifications:Bachelors degree anticipated within 12 months of application. Involvement in at least one extracurricular activity. Valid driver's license. Ability to lift 40-50 lbs and push 50-250 lbs repetitively. Must be willing to work a flexible schedule, including early mornings, evenings and/or weekends. Preferred Job Qualifications: Previous fact-based direct selling experience. Computer proficiency in Microsoft Office.

12. Assistant Brand Manager - Sample • Description: Pacific Coast Lighting, part of the LAMPS PLUS group of companies, which includes the nation's largest specialty lighting company, has an immediate opening in our expanding marketing department for an Assistant Brand Manager. The position will support the Brand Manager on a wide variety of projects, including the positioning and development of the Kathy Ireland Home, Dick Idol, Cabana Joe's and LAMPS PLUS house brands. Duties and areas of work include advertising, sales support, list maintenance, product development, filing and overall department organization. This is an outstanding opportunity to work for an industry leading company in a dynamic, fast-paced environment with a great opportunity for growth and career advancement. • Requirements* Have outstanding writing and communication skills* Be highly organized* Be able to communicate professionally with other brand partners and outside dealers. * Experience with brand management a plus * Strong knowledge of advertising and online marketing trends * Ability to work quickly and confidently * Must be able to meet tight deadlines* Proficient in Microsoft Office Suite and Word * At least one year of experience * A 4 yr degree in Marketing, Business or Communications preferred.

13. Research Assistant - Sample • Description: Harris Interactive Inc. is the 13th largest and fastest-growing market research firm in the world; pioneering and engineering Internet-based research methods. The Rochester, New York-based global research company blends premier strategic consulting with innovative and efficient methods of investigation, analysis and application, conducting proprietary and public research globally to help clients achieve clear, material and enduring results. Blending science and art, Harris Interactive combines its intellectual capital and one of the world's largest online panels of respondents, with premier Internet survey technology and sophisticated research methods to market leadership through its US, Europe and Asia offices, its wholly owned subsidiary, Novartis in Paris, and through an independent global network of affiliate market research companies. • Job Description: Researchers enjoy challenging, fast-paced projects designed to bring value to our customers. Our Assistant Researchers are presented with an opportunity to be an integral part of the fastest growing market research organization and to support the Harris Interactive customized client research that is unparalleled in the industry. Responsible for assisting with the project fulfillment process, including survey design and fielding, data collection and review, report preparation and client communications. • Design and test simple surveys with moderate oversight • Assist with designing graphical presentations • Check data, proofread and assist in report writing • Assist with developing proposals and designing studies • Work closely with programmers/samplers • Create & maintain spreadsheet files • May have direct inter action with healthcare and pharmaceutical clients • Skills: • Bachelors degree with 1+ years experience • Related experience in a healthcare or pharmaceutical market place preferred • Statistical analysis skills • Detail orientated and ability to multi-task • Solid customer service skills • Excellent communication skills • Strong computer skills in MS Word, Excel and PowerPoint

14. Next steps: Keep exploring • Conduct more research on Marketing field and specific areas • Read overview in Occupational Outlook Handbook http://www.bls.gov/oco/ • Read career / industry guides like Vault • Marketing & Brand Management • Top Consumer Products Employers • Advertising & Public Relations • Pharmaceutical Sales & Marketing • Read more job descriptions • Network with marketing professionals • Attend employer information sessions

15. Next steps: Build your skills • Get experience • Look for internships or part-time jobs related to marketing • If you’re working now, seek out more marketing related duties…like promotions • Join a marketing club in the School of Management • AMA – American Marketing Association • PSE – Pi Sigma Epsilon (Sales & Marketing fraternity)

16. Resources • CRC – School of Management http://mgt.buffalo.edu/career/students/ • Career Preparation • Career Tools • Job Market and Research Tools • Job and Internship Opportunities • Internships • Credit Bearing Internship Program http://mgt.buffalo.edu/studentcbip/ • Networking • Telementor Program • Career Services, 259 Capen Hall http://www.ub-careers.buffalo.edu/student.php