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Marketing industry
careers guide

Fancy a career in the marketing industry? We have all the knowledge and tips to help you become a marketing pro.

What is marketing?

"Selling products and services, including but not limited to advertising, market research, content management and social media."

Marketing is the process of communicating the value of a product or service. This includes advertising, promotions, market research, content creation and the use of social media.

Many say it is the slower, less sexy and less exciting parent of advertising. Well, they had a point a few decades ago but certainly not any more. When we talk about marketing we speak of the various marketing communications agencies that now compete with advertising agencies over who can make the weirdest, funniest, most amazing things happen.

The rise of technology in recent decades has meant content marketing is more than just mailing your valued customers a free recipe book. Now you might write an intriguing series of online films or produce a mobile or web application to interact with a particular audience. You might even be planning a stunt in the middle of a shopping centre to film people’s reactions.

And then there’s social media, a huge part of marketing – there’s nothing more exciting and terrifying than being in charge of a global brands Twitter account.

You may decide that marketing is a good route for you, it is certainly something you can study at the majority of universities and colleges across the UK and the principles of Marketing have stood the test of time. There are also a huge number of graduate roles to start in and these are found either in marketing companies or working for a brands marketing department.

We must also mention Public Relations, yet another child of marketing where your world can revolve around being super sociable.

On the flip side, all marketing activities are not the stuff of dreams, they are nearly always based in science and backed by research. This part of the industry requires a lot of brain power to identify trends, insights, markets and provides an explanation for consumer behaviour to which the marketeers react.

Marketing is big business too, companies normally put a percentage of around 5-10% of their profits into marketing. When you consider that some companies make billions a year, there is a whole lot of cash flying around to pay for marketing.

If marketing sounds like an industry for you, take a look at our explanation of how it works and the types of starting roles available to you.

How does marketing work

The end goal is to influence a consumers buying decision by promoting the value of a product or service. Therefore, we need an understanding of the market, the customer and the competition.