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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
1
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
2
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
3
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
4
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
5
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
6
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
7
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
8
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
9
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
10
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
11
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
12
13
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.
www.facebook.com/mebasc
www.twitter.com/mebasc
www.pinterest.com/mebasc
www.youtube.com/mebaconnects
www.linkedin.com/company/mebasc