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Working in Marketing

What is Marketing?

Marketing is a varied role involving creativity, communication, organisation, project management. It overlaps with PR and advertising.

Marketing is to successfully promote or sell a product or service therefore the organisation needs to know:

Who and where their customers are
Their customers’ wants, needs and preferences
What motivates their customers?
Who are the organisation's competitors?

There are many different marketing jobs that come under the same general umbrella. You could be planning a promotional event to launch a new book to working in a call centre conducting telephone marketing research. Therefore you must ensure you investigate the different roles in the sector.

In house marketing departments offer specialist services such as advertising, PR, sales promotion or offering an integrated service, covering a range of functions.

Skills that are most valuable on these roles are likely to include; strong communication; negotiation, persuading, initiative, logical thinking, creativity, time management and numeracy skills.

Building a career in marketing

Marketing Executives are involved in all aspects of marketing, including: planning; advertising; promotion; public/media relations; product development; distribution; sponsorship; and research. The role is often challenging, varied and exciting.

The responsibilities of the role will vary, depending on the size of the organisation and sector, and whether the focus is on selling a product/service or raising awareness of an issue that affects the public.

As many organisations have marketing departments, Marketing Executives can be found in both the private and public sectors: from the banking, retailing and media industries to voluntary and not-for-profit organisations.

Marketing Executives may also be known as Marketing Assistants or Coordinators.

Day to day in marketing

The work of a Marketing Executive is usually very varied. Tasks typically involve:

  • Liaising and building relationships with a range of stakeholders, e.g. customers, suppliers and colleagues.

  • Developing advertising opportunities, which can involve placing adverts in national, regional and specialist publications or on the radio (depending on the organisation and the campaign).

  • Maintaining and building contacts with the media.

  • Writing and distributing press releases.

  • Preparing photo shoots.

  • Managing the production of marketing materials, including leaflets, posters and flyers - this can involve writing and proofreading copy and liaising with designers and printers.

  • Arranging for the effective distribution of marketing materials.

  • Maintaining and updating mailing databases.

  • Organising and attending events and exhibitions.

  • Securing sponsorship to assist with the publicity and funding of marketing projects.

  • Carrying out market research and customer surveys to assess demand, brand positioning and awareness.

  • Evaluating marketing campaigns.

  • Monitoring competitor activity.

  • Analysing pricing positions.

  • Contributing to and developing long-term marketing plans and strategies.

  • Assisting in the delivery of approved strategies.

  • Managing budgets.

  • Supporting the marketing manager and other colleagues.


A recognised marketing qualification, such as with the CIM or IDM are often desired by organisations.