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Media jobs brief: marketing communications
Most, if not all, companies use marketing as a vital tool to promote products, services and brands to different audiences. If you're interested in media jobs and you want a varied career, this industry covers every sector, and every type of audience from B2B and B2C to internal communications and key stakeholders.
Marketing communications embodies the whole process: From client relations, PR and marketing strategies, to the creative side of promotional literature, advertising and artwork.
A very broad area, Marketing Communications - or Marcoms, as it's better known - also covers many disciplines. Working in this field, your role could involve a range of duties including creating marketing plans, organising trade shows, customer events, managing the marketing budget, developing marketing materials to generate sales leads, and producing press releases.
Alternatively you could even be writing copy or designing brochures for clients if you have a creative streak - or project managing them, if that's more your thing.
With markets changing on a daily basis, you'll need to keep up to speed with industry developments to stay one step ahead of the game.
Hours/Environment
Your hours would typically be Monday to Friday, 9am to 5.30pm. Some travel is likely to visit clients, go to exhibitions and photo shoots; and overtime is also a possibility when you have to meet strict deadlines.
Skills and interests
To be successful in Marketing Communications, you need to have:
- strong consumer and product awareness
- good organisational and planning skills
- excellent written and verbal communication
- the ability to work on multiple projects at one time
- the ability to work under pressure and to deadlines
- good attention to detail and accuracy
- strong IT skills
- good knowledge of marketing techniques
- self motivation
- the ability to be a team player
- good creative skills
Entry
There are no specific qualifications that you need to enter Marketing Communications, but it does depend on the position you're going for.
As a Graduate, a degree in a relevant subject such as Marketing, Media Studies or Communications would be advantageous. Many employers are looking for strong personal qualities, like confidence and excellent communication skills. For creative positions, you'll need to demonstrate your skills and have a portfolio of work to show.
Experience in a related field is useful and in some cases, for executive positions and higher, it's often essential. As well as any related positions you've held, you can also include work experience, temporary placements and volunteering to this list.
Competition is pretty strong in this area, so getting a suitable qualification such as a Chartered Institute of Marketing (CIM) certification could greatly improve your chances. Although an additional qualification can be useful, it won't guarantee a job or replace the personal qualities and experience employers seek in any applicant.
Training
Training can mean shadowing senior or more experienced members of staff, receiving one to one guidance as you progress. It can also include on-the-job training, in-house or external courses.
Employers may also decide to send you on a Certificate, Advanced Certificate or PostGraduate/Trainee Diploma in Marketing with the CIM.
There's also the Communication, Advertising & Marketing Foundation (CAM), which offers a qualification made up of six modules. It covers marketing, advertising, public relations, media, research and behavioral studies, sales promotion and direct marketing. Successful candidates can go on to achieve an Advanced Diploma in Communication Studies.
Opportunities
Marketing plays a vital role and crosses virtually every sector, from government and health to commercial and retail. So your options are open, allowing you to work in practically any industry or company - so you can pick an area that you're particularly interested in.
As you take on more responsibilities and gain experience, you will be able to take your career in marketing up to more senior positions. There's also the option to go freelance which is common in creative aspects or marketing, or start up your own agency.
Annual income
Salaries will depend greatly on the kind of role you take, however as a starter you'd often be starting at around £16,000 - £24000. With experience this can rise to between £25,000 to £50,000, but these figures will vary based on your role and location.
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