What exactly is marketing? The Chartered Institute of Marketing defines it as 'the management process responsible for identifying, anticipating and satisfying customer requirements profitably.' But what does that actually mean in day-to-day terms? Find out here...

Essentially, marketing covers all the actvities involved in promoting and selling a product or service - such as market research, pricing, packaging, advertising, sales and distribution. Every product you can think of - from toothpaste to charities to government services - will have been through this process at some stage or another!

Qualities required include confidence and resilience, strong communication and negotiation skills, numeracy, analytical ability, commercial awareness, eagerness to take responsibility and a competitive streak.

Marketing executives are involved in developing marketing campaigns to promote a product, service or idea. The role includes planning, advertising, public relations, organising events, product development, distribution, sponsorship and research. The job is pretty varied - you might be writing press releases, working with PR agencies, meeting and greeting at an industry event, or implementing a social media strategy.

Hear the inside scoop on succeeding in the industry from a top marketing director here.

Find out more about marketing careers at The Chartered Institute of Marketing.

 

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