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Be a Part of | Marketing

MaSterING tHe art of CoMMUNICatIoN: CareerS IN MarketINGThe future of marketing in South Carolina and in the Midlands looks very promising as consumerism grows in America along with the ever-

changing landscape of technology.

If you pursue a career in marketing, you may be a part of:

•Designingthebrandingcomponentsaroundanewcompanynameand/orlogo

•Sellingaproductorservicewhileworkingwiththelatesttechnologyandcomputersoftware

•Researchinginformationthatmayinfluenceaperson'sbuyingdecisions

•Marketingandcommunicatingthelatesttrendstoatargetaudience

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The markeTing Career ClusTer

The Marketing Career Cluster is divided into the following five majors:

•MarketingManagement

•ProfessionalSales

•Merchandising

•MarketingCommunications

•MarketingResearch

learning markeTing in souTh Carolina

There are various education resources in South Carolina for those looking to

pursue studies and start a career in marketing, including the following:

•Numeroushighschoolprogramsfocusonmarketinginmanycommunities

oftenthroughtheirlocalDECAChapter

•Sixteentechnicalcollegesoperatethroughoutthestateinsupportofmarketing,

and many offer associate degrees in marketing

•Universities,suchasthefollowing,offerbachelordegreesinvarious

related areas of study:

university of south Carolina

•SchoolofJournalismandMassCommunications

•DarlaMooreSchoolofBusiness—MarketingDepartment

Clemson university

•DepartmentofMarketing

•DepartmentofCommunicationsStudies

College of Charleston

•DivisionofMarketingandCommunications

ClusterKnowledge

& Skills

ClusterKnowledge

& Skills

Mar

ketin

g Mana

gement Professional Sales

Research Communications

M

erch

andi

sing

Marketing Marketing

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markeTing managemenT:Peoplewithcareersinmarketingmanagementformulatepoliciesanddirecttheoperationsofbusinesses,corporationsand nonprofit institutions with all advertising, promotions, marketing, sales and public relations.

if you Choose markeTing managemenT as your Career major, you may be a parT of:•Planningandpreparingadvertisingandpromotionalmaterialto

increase sales of products or services•Evaluatingthefinancialaspectsofproductdevelopment,suchas

budgets,expenditures,researchanddevelopmentappropriationsorreturn-on-investment and profit-loss projections

•Identifyingmainclientgroupsandaudiencestodeterminethebest way to communicate publicity information

•Attendingorparticipatinginconferences,communityeventsand promotional events

Bachelor’s Degree + Graduate Degrees and/or CertificationsAnnual Salary Range $100,000+•VicePresidentofMarketing•BusinessDevelopmentManager•CommercialMarketingSpecialist•MarketDevelopmentManager•AccountSupervisor

Bachelor’s DegreeAnnual Salary Range $50,000-$100,000•PromotionsDirector•MarketingDirector•AdvertisingSalesManager•AccountExecutive•CommunityRelationsDirector

sample Careers

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CareerEntry-Level Education

Annual Median Salary & Hourly Pay (2012)

Job Outlook (2010-20)

Responsibilities Skills

Advertising and Promotions Managers

Bachelor’sDegree$88,590/year

$42.59/hour7%

(Slower than average)

•Plan,directorcoordinateadvertisingpoliciesandprograms

•Producecollateralmaterialssuchasposters,contests,couponsorgiveawaystocreateextrainterestinthepurchaseofaproductorservice for a department, an entire organization or an account basis

•Conferwithdepartmentheadsorstafftodiscusstopicssuchas contracts, selection of advertising media or product to be advertised

•Preparebudgetsandsubmitestimatesforprogramcostsaspartof campaign plan development

•Activelistening•Criticalthinking•Decisionmaking•Problemsolving•Socialperceptiveness•Speaking•Timemanagement•Writing

Green Marketers

Bachelor’sDegree$88,590/year

$42.59/hour7%

(Slower than average)

•Create,implementandmanagemethodstomarketgreenproducts and services

•Developbrandingandsalesinitiativesforgreenproducts,suchas solar energy systems, green cleaning products or products using renewable or recycled materials

•Writemarketingcontentforgreenproductwebsites,brochuresorother communication media

•Analyzegreenproductmarketingorsalestrendstoforecastfuture conditions

•Activelistening•Criticalthinking•Decisionmaking•Judgment•Readingcomprehension•Socialperceptiveness•Speaking•Writing

Public Relations Managers

Bachelor’sDegree$95,450/year

$45.89/hour14% (Average)

•Plan,directorcoordinateactivitiesdesignedtocreateormaintain a favorable public image or raise issue awareness for an organization or a client

•Establishandmaintaineffectiveworkingrelationshipswithclients, government officials and media representatives and use these relationships to develop new business opportunities

•Writeinterestingandeffectivepressreleasesandprepareinformation for media kits

•Draftspeechesforcompanyexecutivesandarrangeinterviewsand other forms of contact for them

•Activelistening•Criticalthinking•Decisionmaking•Persuasion•Problemsolving•Readingcomprehension•Speaking•Writing

Marketing Managers

Bachelor’sDegree$119,480/year

$57.44/hour14% (Average)

•Plan,directorcoordinatemarketingpoliciesandprograms,suchas determining the demand for products and services offered by a firm and its competitors and identifying potential customers

•Developpricingstrategieswiththegoalofmaximizingthefirm’sprofitsorshareofthemarketwhileensuringthefirm’scustomers are satisfied

•Overseeproductdevelopmentormonitortrendsthatindicatetheneed for new products and services

•Initiatemarketresearchstudiesoranalyzetheirfindings

•Activelistening•Criticalthinking•Decisionmaking•Judgment•Persuasion•Socialperceptiveness•Speaking

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professional sales:Employeesinprofessionalsalesareinvolvedinthetransferofgoodsandservicesintheeconomy,bothtobusinessesandtoindividual consumers.

if you Choose professional sales as your Career major, you may be a parT of:•Greetingcustomersandascertainingwhateachcustomerwants

or needs•Planninganddirectingstaffing,trainingandperformance

evaluations to develop and control sales and service programs• Explainingtocustomershowspecifictypesofadvertisingwillhelp

promote their products or services in the most effective way possible•Identifyingprospectivecustomersbyusingbusinessdirectories,

followingleadsfromexistingclients,participatinginorganizationsand clubs and attending trade shows and conferences

Bachelor’s DegreeAnnual Salary Range $50,000-$100,000•AccountManager•SalesSupervisor•OutsideSales

Representative•SalesConsultant

Associate’s Degree or LessAnnual Salary Range $35,000-$50,000•SalesAssociate•CustomerAssistant•AdvertisingAccount

Executive•AdvertisingConsultant

sample Careers

Bachelor’s Degree + Graduate Degrees and/or CertificationsAnnual Salary Range $100,000+•VicePresidentofSales•DistrictSalesManager•DirectorofSales•StoreManager

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CareerEntry-Level Education

Annual Median Salary & Hourly Pay (2012)

Job Outlook (2010-20)

Responsibilities Skills

Retail Salespersons

High School DiplomaorEquivalent

$21,110/year

$10.15/hour14% (Average)

•Sellmerchandise,suchasfurniture,motorvehicles,appliancesorapparel to consumers

•Describemerchandiseandexplainuse,operationandcareofmerchandise to customers

•Computesalesprices,totalpurchasesandreceiveandprocesscash or credit payment

•Maintainknowledgeofcurrentsalesandpromotions,aswellaspoliciesregardingpaymentandexchanges

•Activelistening

•Criticalthinking

•Negotiation

•Persuasion

•Readingcomprehension

•Serviceorientation

•Speaking

Advertising Sales Agents

Bachelor’sDegree$46,290/year

$22.26/hour2%

(Little to no change)

•Sellorsolicitadvertisingspace,timeormediainpublications,signage,TV,radioortheInternet

•Maintainassignedaccountbaseswhiledevelopingnewaccounts

•Preparepromotionalplans,salesliterature,mediakitsandsalescontracts using a computer

•Deliveradvertisingorillustrationproofstocustomersforapproval

•Activelistening

•Criticalthinking

•Negotiation

•Persuasion

•Readingcomprehension

•Speaking

Sales Representatives

Bachelor’sDegree$54,230/year

$26.07/hour14% (Average)

•Sellgoodsforwholesalersormanufacturerstobusinessesorgroups of individuals

•Contactregularandprospectivecustomerstodemonstrateproducts,explainproductfeaturesandsolicitorders

•Answercustomers’questionsaboutproducts,prices,availability,product uses and credit terms

•Consultwithclientsaftersalesandcontractsigningstoresolveproblems and to provide ongoing support

•Activelistening

•Criticalthinking

•Negotiation

•Persuasion

•Readingcomprehension

•Socialperceptiveness

•Speaking

Sales Managers Bachelor’sDegree$105,260/year

$50.60/hour14% (Average)

•Plan,directorcoordinatetheactualdistributionormovementofa product or service to the customer

•Coordinatesalesdistributionbyestablishingsalesterritories,quotasandgoalsandestablishtrainingprogramsforsalesrepresentatives

•Analyzesalesstatisticsgatheredbystafftodeterminesalespotentialandinventoryrequirements

•Resolvecustomercomplaintsregardingsalesandservices

•Activelistening

•Criticalthinking

•Decisionmaking

•Management

•Persuasion

•Readingcomprehension

•Speaking

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merChanDising: Peoplewhoworkinmerchandisingaretaskedwithgettingproductsintothehandsofthecustomer,asthisprocessincludesforecasting, planning, buying, displaying, selling and providing customer service.

if you Choose merChanDising as your Career major, you may be a parT of:• Directingandcoordinatingactivitiesofpersonnelengagedin

buying,sellinganddistributingmaterials,equipment,machineryand supplies

• Planningcommercialdisplaystoenticeandappealtocustomers• Inventoryingstockandreorderingwheninventorydropstoa

specified level• Monitoringandanalyzingsalesrecords,trendsoreconomic

conditions to anticipate consumer buying patterns

Bachelor’s DegreeAnnual Salary Range $50,000-$100,000•Trader•Merchandiser•CategoryManager•ProductManager

Associate’s Degree or LessAnnual Salary Range $35,000-$50,000•VisualMerchandiser•DisplayAssociate•AssistantManager•VisualPresentation

Manager

sample Careers

Bachelor’s Degree + Graduate Degrees and/or CertificationsAnnual Salary Range $100,000+•DirectorofPurchasing•DirectorofStrategic

Sourcing•CommodityManager•DirectorofMaterials

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CareerEntry-Level Education

Annual Median Salary & Hourly Pay (2012)

Job Outlook (2010-20)

Responsibilities Skills

Merchandise Displayers and Window Trimmers

High School DiplomaorEquivalent

$26,410/year

$12.70/hour14% (Average)

•Planandassemblecommercialdisplays,suchasthoseinwindowsandinteriorsofretailstoresandattradeexhibitions

•Placepricesordescriptivesignsonbackdrops,fixtures,merchandise or floor

•Changeorrotatewindowdisplays,interiordisplayareasorsignageto reflect changes in inventory or promotion

•Collaboratewithotherstoobtainproductsorotherdisplayitems

•Activelistening

•Criticalthinking

•Decisionmaking

•Judgment

•Socialperceptiveness

•Speaking

•Timemanagement

First-Line Supervisors for Retail Sales Workers

High School DiplomaorEquivalent

$36,820/year

$17.70/hour7%

(Slower than average)

•Directandsuperviseemployeesengagedinsales,inventory-taking, reconciling cash receipts or in performing services for customers

•Providecustomerservicebygreetingandassistingcustomersandrespondingtocustomerinquiriesandcomplaints

•Hire,trainandevaluatepersonnelinsalesormarketingestablishments, promoting or firing workers when appropriate

•Examinemerchandisetoensurethatitiscorrectlypricedanddisplayed and that it functions as advertised

•Activelistening

•Coordination

•Criticalthinking

•Management

•Problemsolving

•Serviceorientation

•Speaking

•Timemanagement

Wholesale and Retail Buyers

Associate’sDegree$51,470/year

$24.75/hour7%

(Slower than average)

•Buymerchandiseorcommoditiesforresaletoconsumersatthewholesale or retail level

•Analyzepastbuyingtrends,salesrecords,priceandqualityofmerchandise to determine value and yield

•Select,orderandauthorizepaymentformerchandiseaccordingtocontractual agreements

•Conductmeetingswithsalespersonnelandintroducenewproducts

•Activelistening

•Criticalthinking

•Decisionmaking

•Negotiation

•Persuasion

•Problemsolving

•Speaking

Purchasing Managers

Bachelor’sDegree$100,170/year

$48.16/hour2%

(Little to no change)

•Plan,directorcoordinatetheactivitiesofbuyers,purchasingofficers and related workers involved in purchasing materials, products and services

•Locatevendorsofmaterials,equipmentorsuppliesandinterviewthem to determine product availability and terms of sales

•Developandimplementpurchasingandcontractmanagementinstructions, policies and procedures

•Analyzemarketanddeliverysystemstoassesspresentandfuturematerial availability

•Activelistening

•Criticalthinking

•Decisionmaking

•Management

•Negotiation

•Persuasion

•Socialperceptiveness

•Speaking

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markeTing CommuniCaTions: Marketing communication employees plan, coordinate and implement marketing strategies, advertising, promotion and public relations activities.

if you Choose markeTing CommuniCaTions as your Career major, you may be a parT of:•Developinggraphicsandlayoutsforproductillustrations,

company logos and Internet websites•Studyingtheobjectives,promotionalpoliciesorneedsof

organizations to develop public relations strategies that will influence public opinion or promote ideas, products or services

•Writingarticles,bulletins,salesletters,speechesandotherrelated informative, marketing and promotional material

•Conferringwithclientstodeterminemarketingobjectives,budget, background information and presentation approaches, stylesandtechniques

Bachelor’s DegreeAnnual Salary Range $50,000-$100,000•MediaRelationsSpecialist• WebContentWriter•CreativeDirector•Communications

Specialist•ProductionManager

Associate’s Degree or LessAnnual Salary Range $30,000-$50,000•AdvertisingPhotographer•GraphicArtist• CreativeManager•SportsPhotographer•ProductionAssistant

sample Careers

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CareerEntry-Level Education

Annual Median Salary & Hourly Pay (2012)

Job Outlook (2010-20)

Responsibilities Skills

Graphic Designers

Bachelor’sDegree$44,150/year

$21.22/hour

7% (Slower than

average)

•Designorcreategraphicstomeetspecificcommercialorpromotional needs such as brochures, packaging, displays or logos

•Determinesizeandarrangementofillustrativematerialandcopyand select style and size of type

•Conferwithclientstodiscussanddeterminelayoutdesign,photography, paper selection and budget parameters

•Preparefinallayoutsforprinting,reviewprintersproofsandconduct press checks while the piece is printing

•Activelistening

•Criticalthinking

•Decisionmaking

•Judgment

•Readingcomprehension

•Timemanagement

Public Relations Specialists

Bachelor’sDegree$54,170/year

$26.04/hour14% (Average)

•Engageinpromotingorcreatinganintendedpublicimageforindividuals, groups or organizations

•Writepressreleasesforreleasetovariouscommunicationsmedia•Arrangepublicappearances,lectures,contestsorexhibitsfor

clients to increase product or service awareness or to promote goodwill

•Coachclientrepresentativesineffectivecommunicationwiththepublic or with employees

•Activelistening

•Criticalthinking

•Judgment

•Readingcomprehension

•Socialperceptiveness

•Speaking

•Writing

Copywriters Bachelor’sDegree$55,940/year

$26.89/hour

7% (Slower than

average)

•Writeadvertisingcopyforusebypublicationorbroadcastmediatopromote the sale of goods and services

•Discusswiththeclienttheproduct,advertisingthemesandmethods and any changes that should be made in advertising copy

•Varylanguageandtoneofmessagesbasedonproductandmedium•Conductresearchandinterviewstodeterminewhichofaproduct’s

selling features should be promoted

•Activelistening

•Criticalthinking

•Persuasion

•Problemsolving

•Readingcomprehension

•Speaking

•Writing

Art Directors Bachelor’sDegree$80,880/year

$38.88/hour

7% (Slower than

average)

•Formulatedesignconceptsandpresentationapproachesforvisualcommunications media such as print, broadcasting and advertising

•Manageaccountsandprojects,workingwithinbudgetandschedulingrequirements

•Conferwithcreative,art,copywritingorproductiondepartmentheadstodiscussclientrequirementsandpresentationconceptsand to coordinate creative activities

•Presentfinallayoutstoclientsforapproval

•Activelistening

•Criticalthinking

•Decisionmaking

•Management

•Readingcomprehension

•Speaking

•Timemanagement

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markeTing researCh :Employeesinmarketingresearchstrivetounderstandpeopleandorganizationsbycollectingandanalyzingvarioustypesof informationandusing that information todesignnewproducts, topredict futuresalesand toposition theircompany’s strategiesagainst those of its competitors.

if you Choose markeTing researCh as your Career major, you may be a parT of:•Collectingandanalyzingdataoncustomerdemographics,

preferences, needs and buying habits to identify potential markets and factors affecting product demand

•Contactingindividualstobeinterviewedathome,placeofbusiness or field location by telephone, mail or in person

•Preparingandpresentingsummariesandanalysesofsurveydata, including tables, graphs and fact sheets that describe surveytechniquesandresults

•Conductingmarketresearchanalysistoidentifypopularsocialmedia topics and news media activity

Bachelor’s DegreeAnnual Salary Range $50,000-$100,000•VicePresidentofClient

Services•MarketResearchManager•ResearchConsultant•MarketAnalyst•ClientServiceManager•SearchMarketingStrategist

Associate’s Degree or LessAnnual Salary Range $30,000-$50,000•StudyDirector•ResearchAssociate•SurveyDirector•ResearchMethodologist•FieldInterviewer

sample Careers

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CareerEntry-Level Education

Annual Median Salary & Hourly Pay (2012)

Job Outlook (2010-20)

Responsibilities Skills

Research Interviewers

High School DiplomaorEquivalent

$29,910/year

$14.38/hour14% (Average)

•Interviewpersonsbytelephone,mail,inpersonorbyothermeansforthepurposeofcompletingformsorquestionnaires

•Compile,recordandcoderesultsordatafrominterviewsorsurveysusing a computer or specified form

•Explainsurveyobjectivesandprocedurestointervieweesandinterpretsurveyquestionstohelpinterviewees’comprehension

•Meetwithyoursupervisortosubmitcompleteddataanddiscussprogress

•Activelistening

•Criticalthinking

•Readingcomprehension

•Speaking

Survey Researchers

Master’sDegree$45,050/year

$21.66/hour21% (Fasterthan

average)

•Conductsurveysandcollectdatausingmethodssuchasinterviews,questionnaires,focusgroups,marketanalysissurveys,publicopinion polls, literature reviews and file reviews

•Analyzeandinterpretthemeaningofsurveydata,determinesurveyobjectivesorsuggestortestquestionwording

•Collaboratewithotherresearchersintheplanning,implementationand evaluation of surveys

•Directandreviewtheworkofstaffmembersincludingsurveysupport staff and interviewers who gather survey data

•Activelistening

•Criticalthinking

•Judgment

•Problemsolving

•Readingcomprehension

•Speaking

•Timemanagement

•Writing

Market Research Analysts and Marketing Specialists

Bachelor’sDegree

$60,300/year

$28.99/hour29% (Much faster than average)

•Researchmarketconditionsinlocal,regionalornationalareasorgather information to determine potential sales of a product or service or create a marketing campaign

•Gatherinformationoncompetitors,prices,salesandmethodsofmarketing and distribution

•Preparereportsoffindings,illustratingdatagraphicallyandtranslatingcomplexfindingsintowrittentext

•Seekandprovideinformationtohelpcompaniesdeterminetheirposition in the marketplace

•Activelistening

•Criticalthinking

•Coordination

•Decisionmaking

•Problemsolving

•Readingcomprehension

•Speaking

•Writing

Search Marketing Strategists

Bachelor’sDegree

$81,140/year

$39.01/hour7%

(Slower than average)

•Employsearchmarketingtacticstoincreasevisibilityandengagement with content, products or services in Internet-enabled devices or interfaces

•Assistinsettinguporoptimizinganalyticstoolsfortrackingvisitors’behaviors

•CollectandanalyzeWebmetrics,suchasvisits,timeonsite,pageviewspervisit,transactionvolumeandrevenue,trafficmix,click-throughrates,conversionrates,costperacquisitionorcostperclick

•Conductfinancialmodelingforonlinemarketingprogramsorwebsite revenue forecasting

•Activelistening

•Criticalthinking

•Decisionmaking

•Judgment

•Problemsolving

•Readingcomprehension

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online resources

COLLEGES AnD UnIvERSITIES

AllenUniversity www.allenuniversity.edu

BenedictCollege www.benedict.edu

ClemsonUniversity www.clemson.edu

Columbia College www.columbiasc.edu

ColumbiaInternationalUniversity www.ciu.edu

LimestoneCollege-ExtendedCampus www.limestone.edu/extended-campus

Midlands Technical College www.midlandstech.edu

SCStateUniversity www.scsu.edu

SouthUniversity www.southuniversity.edu/columbia

SouthernWesleyanUniversity www.swu.edu

UniversityofSouthCarolina www.sc.edu

WebsterUniversity www.webster.edu

EDUCATIOn DEPARTMEnTS, ALLIAnCES AnD RESOURCES

CTE:CareerTechnicalEducation www.careertech.org

MappingYourFuture www.mappingyourfuture.org

MidlandsEducationandBusinessAlliance(MEBA)

www.mebasc.com

MidlandsRegionalEducationCenter(MREC)

http://recs.sc.gov

SCStateDepartmentofEducation www.ed.sc.gov

SCIndependentColleges&Universities www.scicu.org

SC Career Information System sccis.intocareers.org

SC Technical College System www.sctechsystem.com

MARkETInG RESOURCES

AmericanAdvertisingFederation www.aaf.org

AmericanAdvertisingFederation of the Midlands

www.aafmidlands.com

American Marketing Association www.ama.org

American Marketing Association – Columbia, SC Chapter

https://www.facebook.com/AMAColumbia

DECA www.deca.org

PublicRelationsSocietyofAmerica www.prsa.org

SouthCarolinaDECA www.southcarolinadeca.org

SCPublicRelationsSocietyofAmerica www.scprsa.org

MILITARy

ArmyEdSpace www.armyedspace.com

PeaceCorps www.peacecorps.gov

Today'sMilitary www.todaysmilitary.com

USAirForce www.airforce.com

USAirForceReserve www.afreserve.com

USArmy www.goarmy.com

USArmyNationalGuard www.nationalguard.com

USArmyReserve www.goarmy.com/reserve

USCoastGuard www.uscg.mil

USCoastGuardReserve www.uscg.mil/reserve

USMarinesCorpsReserve www.marines.com/eligibility/service-options/

reserve

USMarinesCorps www.marines.com

USNavy www.navy.com

USNavyReserve www.navyreserve.com

note: Salary may differ according to industry, county, region and state. sources: onetonline.org, bls.gov, States’ Career Clusters-Marketing Guide

www.mebasc.comMidlandsEducationandBusinessAlliancedoesnotdiscriminateonthebasisofrace,color,nationalorigin,sexordisabilityinadmissiontooremploymentinitsprogramsandactivities.

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