Tell me about it
Marketing executives work to secure the best possible match between the goods or services produced by their organisation and the needs of their actual or potential clients. This could mean conducting market research to find out what customers want, and what they understand about the market, before working with communications, design or production teams within the organisation to develop services and products in line with the research findings. The work involves developing an overall marketing plan, which identifies target markets and marketing opportunities.

Marketing executives spend much of their time writing proposals, reports and promotional briefs, giving presentations, monitoring campaign progress and developing new strategies and ideas.

Entry level
Many employers would expect an applicant for a marketing executive appointment to hold a degree or higher national diploma (HND). Useful degree course subjects include marketing, maths and statistics, economics and business studies. Work experience in marketing, market research or sales is also useful.

There are also postgraduate courses in marketing and export marketing.

Making the grade
Training is often on the job and through short courses organised by professional marketing organisations such as the Chartered Institute of Marketing (CIM), the Institute of Direct Marketing (IDM), the Institute of Sales and Marketing Management (ISMM) and the Communications, Advertising and Marketing Education Foundation (CAM).

CIM offers a range of qualifications from introductory to advanced certificates, and a postgraduate Diploma in Marketing. With three years' relevant marketing experience, you can apply to become a Full Member of CIM and can go on to become a Chartered Marketer.

ISMM offers qualifications including a certificate and advanced certificate in Sales and Marketing and a Diploma in Sales Management. While studying for these qualifications, you can apply to become an ISMM member.

Personal qualities
As a marketing manager, you should be able to think both strategically and creatively in order to recognise and make the most of marketing opportunities. You must have real commercial flair and a thorough understanding of your organisation's business.

Excellent communication and presentation skills would be essential, together with good IT skills and the ability to handle large budgets. In some international organisations, it could be very beneficial to be fluent in one or more foreign languages.

Looking ahead
Marketing is considered to be a good basis for moving into general management and promotion could eventually lead a post such as managing director or chief executive. Additional qualifications in marketing would enhance your chances. Marketing is recognised as one of the most important activities in manufacturing and service industries, and vacancies are generally available throughout the country, although there is usually fierce competition for posts.

Potential employers include manufacturing companies, service providers and public sector organisations. Some marketing executives work freelance, for more than one organisation, or for a marketing consultancy.

Alternative suggestions
Other possibilities might include advertising executive, market researcher, public relations officer or retail manager.

Take-home pay
You might start as a graduate trainee on around £18,000 to £22,000, increasing with experience to £29,000 to £35,000 a year. You could earn considerably more as a successful marketing director.

Effects
Marketing executives usually work 9am to 5pm, Monday to Friday. Evening and weekend work is sometimes necessary for meeting deadlines, making presentations at meetings and conferences, or attending product launches.

Sources of information
Chartered Institute of Marketing: www.cim.co.uk
Institute of Direct Marketing: www.theidm.co.uk
Institute of Sales and Marketing Management: www.ismm.co.uk
Communications, Advertising and Marketing Education Foundation: www.camfoundation.com

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