Undergraduate Careers:
Marketing

A concentration in marketing can prepare you to assist companies to effectively market their products and services. As part of a marketing team, your activities can range from coordinating the media schedule for a product launch to compiling market research data for new product development. Online marketing and e-commerce are additional ways to use your marketing skills. Marketing and related positions are highly sought after and competitive. In fact, the more typical entry-level positions for college graduates are sales or account coordinator positions, which are great stepping stones within Marketing.

Position Yourself for Success

Many companies hire in the spring but recruitment does not generally follow a formal structured calendar; companies often hire on an "as-needed" basis; so be prepared, flexible, and have your resumé ready.
Recruiters look for leadership, analytical skills, strong oral and written communication skills, problem-solving ability, teamwork, and creativity.
Seek internships, part-time jobs, or other experiences or projects in which you perform tasks such as sales, advertising, or promotions. Identify your interests and think creatively about how you can integrate them into your career path. For example sports, fashion, or arts marketing-related positions.
In team projects, lead the marketing or promotions section. Join clubs and professional organizations such as the American Marketing Association or the Fashion & Retail Association.
Attend events such as Careers in Marketing and the AMA Networking Night. Check MiTRAC for a calendar of events. Network, network, network. Conduct informational interviews.
Some companies offer management and sales training programs or marketing rotational opportunities such as Abercrombie & Fitch, Bank of America, Eli Lilly, EMC, TJX Companies and The Yankee Group.

Sample on-the-job Responsibilities

Construct competitive analyses and analyze consumer data trends.
Assist in developing sales volume, market share, and profit projections.
Coordinate with clients and account team to move ad through execution process.
Create and execute e-mail marketing campaigns and other promotions, including copywriting.
Write and post to website compelling marketing content including press releases, newsletters, and other materials.
Research, plan, and coordinate logistics-related tasks in support of trade shows, user groups, industry conferences, and client press tours.
Create various marketing collaterals including promotional items and Web banner ads.
Develop and produce customer surveys, cultivate customer testimonials.

Sample Entry Level Job Titles

Account Coordinator/Manager*
Analyst/Allocation Analyst*
Assistant Media Planner*
Assistant Marketing Manager*
Associate Consultant*
Brand Assistant
Corporate Development Program
Event Planner*
Management Trainee*
Market Researcher*
Marketing Associate*
Marketing Assistant
Marketing Coordinator*
Market Research Analyst
Merchandise Assistant
New Business Development Rep.*
Product Development Coordinator*
Research Associate
Sales Representative

* Denotes BU graduates from the classes of 2006 and 2007 with Marketing Concentrations

Sample list of employers of BU alums
with a concentration in Marketing

Abercrombie & Fitch
Ameriprise
Bloomingdale's
Boston Beer Company
Coach
Digitas
Direct TV
Enterprise Rent-A-Car
Fresh
Gillette Company
Grey Worldwide
Hoffman Recruiters
Hyatt
Johnson & Johnson
Monster.com
Phoenix Marketing
TJX

Career opportunities which often require additional experience or education

Brand/Marketing Manager
Sales Manager
Product Manager

Sample Professional Salaries

Assistant Merchandise Buyer: $40,758
Event Planner: $56,390
Marketing Assistant I: $35,873
Marketing Assistant II $43,106
Media Coordinator: $27,642
Media Planner: $47,562
Product/Brand Manager: $85,459

*From Salary.com national average base salary data, June 2007. These salaries can vary based upon region, size and type of firm. Be sure to refer to a variety of sources when researching compensation amounts.

Want to Know More?

Careers In Marketing (190k PDF)

What to expect?

In the linked PDF, recent Marketing graduates describe their interview experiences and their jobs.

Web Resources

American Marketing Association: www.marketingpower.com or www.ama.org
Brandweek: http://www.brandweek.com
Brandchannel (produced by Interbrand): www.brandchannel.com
American Association of Advertising Agencies: www.aaaa.org
Adweek Online: www.adweek.com
Advertising and Media Jobs Page: www.nationjob.com/media
Marketing and Sales Job Page: www.nationjob.com/marketing
The Ad Council: www.adcouncil.org
Marketing Classifieds: www.marketingjobs.com
Wetfeet.com: www.wetfeet.com
Vault.com: www.vault.com
CPG Job List: www.cpgjoblist.com
KnowThis.com: www.knowthis.com/careers/careersmkt.htm
Business Marketing Association: www.marketing.org
The Ad Club: www.adclub.org

For additional information and detailed descriptions of possible career options, please refer to Occupational Outlook Handbook, www.bls.gov/oco:

Market and Survey Researchers
Marketing Coordinators/Public Relations Specialists
Advertising Sales Agents

Undergraduate Careers:Marketing