A university education is a gateway to new ideas
and a life-time learning. It gives an opportunity to develop new
skills and test your abilities and a springboard to independence. For
most people university education also helps in preparation for a job.
But your goal should be more than just finding employment. Your first
full-time job after your graduation or post-graduation should serve as
a launching pad to a successful career. But choosing a specialization
field for making it as a career could be a difficult decision.
Most of the students of business studies at the
time of choosing specialization field look confused about choosing
their career. The article could be very fruitful for those who are
inclined towards choosing marketing as the specialization or even
those merely thinking about it.
Marketing guru, Philip Kotler defines marketing as
'a social and managerial process whereby individuals and groups obtain
what they need and want through creating and exchanging products and
value with others. Though the process starts with the creation of
demand and ends with the delivery of goods and services. It's a
definition by marketing guru but I, with my little knowledge, perceive
marketing as the creation of innovative ideas and interaction with
public through product and services.
One who knows little about marketing should be
aware of the major areas of marketing as it is a very broad and
dynamic field and in the start of the career you have to choose a sub
field of it. We may divide marketing into following sub fields.
1. Brand Management
2. Sales Management
3. Marketing Research
5. Public Relations
6. Supply Chain Management
7. Retail Management
There may be more sub fields but the most prominent
fields are mentioned below:
Brand Management deals with the decisions about the
name, packaging, labeling and other aspects of the product itself.
Brand managers are responsible for planning and directing the entire
marketing program for a given product or group of products.
You must have good analytical skills and need to be
tactful and persuasive. You must have a creative and innovative nature
to excel in this field.
The main function of sales promotion is to tie
together the activities in personal selling and advertising. Effective
sales promotion requires imagination and creativity, coupled with a
sound foundation in marketing fundamentals. One aspect of sales
promotion is the design and creation of retailers' in-store displays
and window displays. Another aspect deals with trade shows and other
Most of the guys don't opt for this field because
of its outdoor aspect but the field is very challenging. If you are
thinking to join the field then you must have strong convincing,
linguistic and communication skills. In Pakistani environment, it
becomes difficult for ladies to tackle the outdoor sales operations.
On the other hand its very charm-full and challenging. Growth
opportunities are very high in it.
Marketing researchers are problem solvers. They
collect and analyze masses of information. Thus they need an aptitude
for precise, analytical work. Some quantitative skills are needed,
particularly an understanding of statistics. Generally there are fewer
jobs in marketing research than in Sales or Retailing. If you are good
in statistical tools then the field could be very suitable for you.
Opportunities in advertising can be found in many
different jobs in various organizations like — Advertisers,
including manufacturers, retailers and service firms. Many of these
firms place their own ads. Various media (including newspapers, radio
and TV stations, magazines and the Internet) that carry ads.
Advertising agencies that specialize in creating and producing
individual ads and entire promotion campaigns.
Jobs in advertising encompass a number of aptitudes
and interests; artistic, creative, managerial, research and sales. The
advertising field holds real opportunity for the artistic or creative
person. So If you believe that you have possesses mentioned qualities
then the field is for you.
The Public Relations department is a valuable
connection between an organization and public. The job of public
relations is to protect the desired company image. If you are good in
communication and can manage yourself in crises and tackle difficult
situation, you can excel in the field of Public Relations.
SUPPLY CHAIN MANAGEMENT
Supply Chain Management deals with the purchase of
raw material, inventory control and distribution of finished goods and
products. It involves the upstream and downstream of material and
finished products. The field involves jobs in purchasing, logistics,
warehousing and inventory control.
The field of retailing involves jobs at
departmental stores involving direct customer dealing and personal
selling skills. One can apply his/her retailing skills in own
Marketing is a very dynamic field and it needs a
lot of enthusiasm, motivation and eager to grow. Business Studies
graduates must have an insight about it before choosing it as a
specialization. You can select mentioned fields according to your
skills and interest but whatever field you select, devotion and
enthusiasm is mandatory.
The author holds the Masters degree in Public
Administration with dual specialization in Marketing and Human
Resource Management. He is currently working as Executive Marketing in
Cambridge Garment Industries and has an internship experience in Indus
Motor Co., PSO and NCR.