Marketing executives help to promote and raise awareness of products, brands and services. They might be involved in collecting information on customers and competitors, launching new products and measuring the success of marketing campaigns.
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Video: - Charlie: Marketing Executive
Companies that make products, or provide services, all need to decide how best to promote them in order to increase sales or awareness. Marketing departments are often involved in different aspects of this process, from market research to advertising, public relations, events and sponsorship.
As a Marketing Executive, your duties can vary widely depending on the type and size of organisation you work for. You might, for example, be involved in some or all of the following:
- collecting, interpreting and presenting information about markets (people or businesses that might buy the product or service)
- helping to launch a new product or service
- contributing to marketing plans, budget decisions and strategy
- gaining customer feedback on existing products and working with product development departments to improve customer satisfaction
- building good customer relationships
- working with external agencies such as advertising, market research or photographic agencies
- organising and attending exhibitions, conferences or other publicity events
- preparing promotional materials such as catalogues, website pages, leaflets or point-of-sale literature
You might also:
- develop customer databases and use direct marketing techniques such as social media, email campaigns and text messages
- measure the effectiveness of these marketing campaigns and suggest changes where necessary
- manage the sponsorship of events or awards that create a positive image of your organisation
- write reports and give presentations to Managers
- keep up to date with competitors' products, prices and marketing
As a Marketing Executive, you will choose a mix of methods to suit the product or service you are promoting. Organisations that market their products and services to the general public might adopt a different approach from those that sell to other businesses.
For example, the marketing campaign for a new mobile phone might be completely different from a campaign for an insurance policy, a chain of hotels, builders' materials, a political party, a theme park, office furniture, a charity appeal or a travel magazine. However, the same marketing principles will apply to all of them - to raise awareness among the target market and to make the product, service or brand successful!
As an Executive working in a small company, you might have a wider range of duties compared to those working in larger companies, who might specialise in just one element of marketing.
Some Marketing Executives work for agencies that provide a marketing service to a range of clients. You might be called an Account Manager. You might need to travel around to visit clients and could also be involved in trying to gain new business.
Being able to read, write and speak Welsh may be an advantage when you’re looking for work in Wales.
Personal Qualities and Skills
To become a Marketing Executive, you will need to be:
- confident and enthusiastic
- motivated and able to work on your own initiative
- able to adapt to change
- interested in businesses and organisations
- able to pay attention to detail
Pay and Opportunities
The pay rates given below are approximate.
- Starting: £21,000 - £23,500
- With experience £25,000 - £29,000
- Senior Marketing Executives earn £31,000 - £34,500
Many companies offer bonuses and benefits such as pension and health care schemes.
Hours of work
Usually you will work 35-39 hours a week, Monday to Friday. However, this can vary considerably. Late finishes and weekend work might be required, especially as promotional deadlines approach, resulting in more than a 40 hour week at times.
Where could I work?
Employers include companies selling to the consumer market (from food products to computer games!) and the industrial market (goods and services to other companies), the service industry and the government.
Other opportunities occur in direct marketing, with client firms and agencies.
Opportunities for Marketing Executives occur in offices in towns and cities throughout the UK.
However, many opportunities for Marketing Agency Account Executives and Account Managers are found in London and the South East where there is a larger concentration of marketing agencies.
Where are vacancies advertised?
Vacancies are advertised in local/national newspapers, on recruitment and employers' websites, and on Find a Job (www.gov.uk/jobsearch).
Social media websites, such as LinkedIn, Twitter or Facebook, are a great way to network, find vacancies and get in contact with possible employers. Make sure that your profile presents you in a professional manner that will appeal to potential employers.
Take a look at our General Information Article
Entry Routes and Training
It might be possible to enter as a Marketing Assistant and progress to an executive post after further training and experience.
Or you may be able to gain experience working on an internship. As an intern, you'll get valuable hands on experience, and also possibly meet contacts within the industry who can help you to land that first job.Take a look at our information article '
An Intermediate or Advanced Level Apprenticeship is also great place to start. You may be able to take an NVQ as part of your apprenticeship.
Various vocational BTEC and City & Guilds qualifications are available and could help you to get into this career - see below for more details.
Direct entry to marketing executive posts might be with A levels or, more often, after completing a degree, HND/HNC or foundation degree. Subjects such as marketing and/or business will often give you an advantage.
The Chartered Institute of Marketing (CIM) runs a careers information website for higher education students and recent graduates. This includes free advice and resources for people looking for their first job in marketing, as well as access to a job vacancy database.
Some marketing posts require qualifications that are industry-specific, for example, agriculture, textiles, pharmaceuticals or engineering.
Large companies might offer graduate training schemes.
Many Marketing Executives study part-time for a professional qualification such as the CIM professional certificate or diploma in marketing.
In addition, the level 3 CIM foundation certificate in marketing provides a starting point for people without formal entry qualifications or experience. It might also be possible to work towards a NVQ certificate in marketing at level 2 or 3, or a NVQ diploma in marketing at level 3.
For entry to the professional certificate course, applicants must have at least two A levels, or agreed equivalents. Entry is also possible with the introductory certificate. People with a degree in a non-marketing subject also enter at this level.
People with the CIM professional certificate in marketing, or a degree in a marketing or business subject (where at least one-third of the content was marketing), can enter the professional diploma in marketing directly.
Some universities are accredited by the CIM to offer their professional qualifications as part of a degree programme. This is called the Multi Award Pathway.
Alternatively, you might be able to study for the diploma in marketing communications, digital marketing or mobile marketing, from the CAM Foundation.
CAM Foundation qualifications are awarded through the Chartered Institute of Marketing. Courses that lead to CAM qualification can be studied in a number of ways: for example, part-time at local colleges, through distance learning or by attending short intensive courses.
To apply for CAM registration, applicants need A levels (or equivalent) plus a degree, experience in a marketing communications role or a relevant marketing qualification at level three or above.
People with the CIM professional diploma in marketing (or a degree with significant marketing content from a CIM-approved university, plus senior marketing management work experience) can take the CIM Chartered postgraduate diploma in marketing.
Marketing Executives can progress to Brand Manager or Marketing Manager posts. Alternatively, you might specialise in direct marketing, public relations or advertising.
Previous experience working in marketing, advertising or retail industries would be really useful for this career.
To get onto an Intermediate or Advanced Level Apprenticeship, you’ll usually need five GCSEs at grade C/4 or above, possibly including English and maths.
For entry to a degree course in marketing or business studies, the usual requirement is:
- 2/3 A levels
- GCSEs at grade C/4 or above in 2/3 other subjects
- English language and maths at GCSE level
Alternatives to A levels include:
- BTEC level 3 qualifications
- City & Guilds level 3 qualification in marketing
- the International Baccalaureate Diploma
However, course requirements vary so check college/university websites very carefully.
Some companies ask for qualifications that are specific to their particular industry/business sector.
Some universities accept the Welsh Baccalaureate as equivalent to 1 A level.
It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.
Some entrants have developed skills in the marketing, advertising or retail industries.
Intermediate Level Apprenticeships and Advanced Level Apprenticeships in Marketing might be available in your area.
If you don't have the qualifications needed to enter your chosen degree or HND course, a college or university Access course (for example, Access to Business) could be the way in.
These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges.
The Chartered Institute of Marketing offers professional qualifications at Certificate, Diploma and Postgraduate level, by distance learning.
The CAM Foundation offers the Diploma in Marketing Communications and the Diploma in Digital Marketing, by distance learning.
CAM might relax the normal entry qualifications for those with significant communications industry experience.
Apprenticeships: Get In. Go Far
National Apprenticeship Service (NAS)
Tel: 0800 015 0400
Skills Development Scotland - Modern Apprenticeships
Tel: 0800 9178000
Chartered Institute of Marketing (CIM)
Address: Moor Hall, Cookham, Maidenhead, Berkshire SL6 9QH
Tel: 01628 427120
Communication, Advertising and Marketing education
Tel: 01628 427120
Chartered Institute of Marketing (CIM) Ireland
Northern Ireland Enquiries
Address: 8 Farnham Road, Bangor BT20 3SP
Tel: 028 9146 9901
Careers Wales - Welsh Apprenticeships
Tel: 0800 028 4844