Marketing executives promote products, services and organisations. They aim to influence people to use their brand or service, or to get a message across.

Marketing executives must think of creative ways to raise awareness of their brand or organisation. They communicate with customers in various ways, including media advertising, direct mail, and corporate sponsorship of events.

The work usually involves:

• researching the market, consumer attitudes and competitors
• coming up with ideas for marketing campaigns
• arranging for advertisements to go into newspapers, magazines, the trade press, TV or radio
• getting posters, flyers and brochures produced
• writing and distributing press releases and mailshots
• maintaining a database of customers
• arranging sponsorship
• organising and attending events and exhibitions
• making sure that all parts of a campaign run smoothly
• reporting on the campaign’s progress to managers
• networking with clients, suppliers and the media.

Marketing executives may also be known as marketing officers or account executives, depending on who they work for.

Hours and Environment

Marketing executives usually work basic hours of 9am to 5pm, Monday to Friday. They may sometimes need to work longer hours at busy times, such as when leading up to a campaign launch. They may also need to attend networking events in the evenings.

Marketing executives are normally office-based but may travel to meet clients and attend conferences, exhibitions and product launches.

Skills and Interests

To be a marketing executive you need:

• excellent spoken and written communication skills
• creative thinking
• good organisation and planning skills
• the ability to work well as part of a team
• drive, motivation and enthusiasm
• the ability to work under pressure and to deadlines
• the confidence to 'sell' your ideas 
• attention to detail
• good business sense and budget awareness.

Entry

There are no set entry requirements for becoming a marketing executive. Marketing is a very competitive industry and many marketing executives have a HNC/HND or a degree. However, this is not always essential if you have relevant skills and work experience, possibly with a Chartered Institute of Marketing (CIM) qualification.

You will have an advantage if you have previous experience of working in sales, customer service or public relations.

You may be able to join a marketing department as an administrator or assistant (perhaps as a temp), and work your way up to marketing executive as you gain experience.

If you have a degree or HNC/HND, you may be able to join some large companies through a structured graduate training scheme. Any degree subject is usually acceptable, but the following subjects may increase your chances:

• marketing (especially if the course includes work placements)
• communications or advertising
• business or management
• psychology.

You may find it helpful to take a Chartered Institute of Marketing (CIM) qualification before looking for work. CIM offers a range of qualifications, including some that are suitable if you do not have a relevant degree or work experience. These are:

• Introductory Certificate in Marketing – for anybody aged 17 or over
• Professional Certificate in Marketing – you must be 18 or over and have two A Levels/Highers or equivalent qualifications, or be at least 19 with a year’s marketing-related experience.

Please see CIM’s website for more information (contact details in the Further Information section below).

Training

You will usually be trained on the job, possibly through a structured graduate training scheme.

You could also study for professional qualifications from the CIM or the Communication, Advertising and Marketing (CAM) Education Foundation. These include:

• CIM Professional Diploma in Marketing
• CIM Professional Postgraduate Diploma in Marketing
• CAM Diploma in Marketing Communications - made up of five modules including marketing and consumer behaviour, public relations, direct marketing and advertising.

You can study for the CIM and CAM courses full- or part-time at colleges and training centres, or by distance learning. Please see the CIM and CAM websites for full details of entry requirements and where to study.

If your job involves direct marketing, you could study for qualifications from the Institute of Direct Marketing (IDM), including the Certificate and Diploma in Direct and Interactive Marketing. See the IDM’s website for more information.

The CIM also offers various short professional development courses for marketing executives at all levels – see website for more information.

Opportunities

As a marketing executive you could work for an in-house marketing department in all kinds of commercial companies or not-for-profit organisations, such as:

• manufacturers
• retail chains
• banks and financial services
• leisure and tourism
• charities
• universities
• local authorities.

You could also work for a marketing consultancy, developing marketing strategies for clients.

Jobs may be advertised in the local and national press, industry publications like Marketing, Campaign and Marketing Week, on the Chartered Institute of Marketing website, and with recruitment websites and agencies.

With experience, you could be promoted to marketing manager and then perhaps marketing director. You could choose to specialise in a particular type of marketing, such as direct marketing or you could become a freelance marketing consultant.

Annual Income

Figures are intended as guideline only 

Salaries for new starters are usually around £18,000 to £22,000 a year.
Experienced marketing executives can earn £25,000 to £30,000 a year.
Marketing directors can earn up to £50,000 a year.

Further information

Tel: 01223 578078 Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427500 Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120 1 Park Road
Teddington
Middlesex
TW11 0AR
Tel: 020 8614 0277
www.think-direct.com