Cre­at­ing brands

THE LOW­DOWN

Hindustan Times (Delhi) - HT Education - - News -

Mar­ket­ing is ide­ally about iden­ti­fy­ing what cus­tomers and stake­hold­ers need and value. It re­volves around cre­at­ing and de­liv­er­ing an of­fer around a prod­uct or a ser­vice that adds value and is mu­tu­ally prof­itable. In ad­vanced in­dus­trial economies, mar­ket­ing con­sid­er­a­tions play a ma­jor role in es­tab­lish­ing cor­po­rate poli­cies. In the past, mar­ket­ing de­part­ments were pri­mar­ily con­cerned with in­creas­ing sales through ad­ver­tis­ing and other pro­mo­tional tech­niques. How­ever now, be­sides han­dling the pub­lic­ity, their pri­mary con­cerns re­volve around prod­uct de­vel­op­ment, cus­tomer sup­port, sales, dis­tri­bu­tion and cor­po­rate com­mu­ni­ca­tion

CLOCK­WORK 3.30pm: Meet 8.30am: Reach of­fice clients/ in­flu9.30am: Chalk out the encers. Mar­ket week/month’s ac­tion plan vis­its 10.30am: Re­view meet­ings — 4.30pm: Read bud­get plan re­view; run­ning a re­ports check on the last cam­paign etc 5pm: Meet the 11am: Meet clients in­ter­nal 1.30pm: Lunch mar­ket­ing team 2.30pm: Meet­ings with me­dia, 6pm: Call it a day

THE PAY­OFF Earn­ings vary ac­cord­ing to the in­dus­try seg­ment one is work­ing in. How­ever, pay pack­ages are R25,000 to R50,000 per month at the en­try level and go up to R60,000 to R1.2 lakh per month as one reaches mid­dle man­age­ment. At the se­nior level, the sky is the limit. Top mar­ket­ing jobs at the level of vicepres­i­dents may fetch as much money as a CEO’s po­si­tion SKILLS/TRAITS Peo­ple man­age­ment and in­ter­per­sonal skills Lis­ten­ing as well as com­mu­ni­cat­ing Abil­ity to han­dle se­vere pres­sure and dead­lines Be­ing good with numbers is a plus point, as an­a­lyt­i­cal skills are re­quired to grow in the pro­fes­sion Fa­mil­iar­ity with data­base ap­pli­ca­tions and other com­puter-re­lated skills

GET­TING THERE Af­ter grad­u­a­tion, you can get into an MBA pro­gramme and spe­cialise in mar­ket­ing. A man­age­ment de­gree is a must for ca­reer growth. You may start as a prod­uct ex­ec­u­tive and then move on to be­come a brand man­ager and then a mar­ket­ing manger. Ac­cord­ing to some ex­perts, it is also ex­tremely im­por­tant for any suc­cess­ful mar­ket­ing per­son to have a stint as a field sales­per­son. There are, how­ever, ex­am­ples where an or­di­nary grad­u­ate with the right ap­ti­tude has done well in mar­ket­ing pro­files. Peo­ple with pro­fes­sional qual­i­fi­ca­tions in ad­ver­tis­ing and com­mu­ni­ca­tions could also do well in this field IN­STI­TUTES AND URLS In­dian In­sti­tute of Man­age­ment Ahmed­abad www.iimahd.er­net.in IIM Luc­know (It has a cam­pus in Noida as well) www.iiml.ac.in IIM Cal­cutta www.iim­cal.ac.in Mu­dra In­sti­tute of Com­mu­ni­ca­tions, Ahmed­abad www.mica-in­dia.net In­dian School of Busi­ness, Hy­der­abad www.isb.edu XLRI, Jamshed­pur www.xlri.ac.in Other IIMs, mul­ti­ple lo­ca­tions www.catiim.in PROS AND CONS Op­por­tu­nity to con­nect with peo­ple from varied back­grounds As com­pa­nies in­crease their fo­cus on prod­uct per­for­mance and cus­tomer feed­back, the pres­sure to de­liver more can get in­tense

THINKSTOCK

Mar­ket mantra: A mar­ket­ing man­ager works in close col­lab­o­ra­tion with the sales and brand man­agers to make sure the prod­uct is vis­i­ble at the right place

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