The marketing, advertising, and public relations (PR) industry covers a range of functions from the technical elements of market research to the more creative product/brand development, promotion, media relations, reputation management, public affairs, direct marketing and sponsorship. Digital roles (creative, design and production) are increasing significantly.
Marketing budgets, particularly social-media budgets, are increasing again as the global recession eases, and opportunities are available for graduates with exceptional communication skills, organisational skills and creative flair.
Marketing can be defined as the intermediary function between product development and sales. It is the marketing professional’s job to create, manage and enhance brands.
Many roles are in-house and deal exclusively with one organisation’s marketing - usually incorporating advertising and sometimes PR. The work includes:
For more information on the types of marketing, see getin2marketing .
Advertising is a creative and fast-paced industry that uses paid-for space in various media outlets to motivate people to buy products and services or change their attitudes. Advertising involves developing and implementing the company's advertising strategy.
Professionals are often employed in agencies. These agencies can either be specialist, e.g. media buying or digital/online, or full-service agencies. The work often includes:
Public relations is growing in importance as a marketing tool and is now considered a critical component of the marketing mix. Opportunities exist in-house or in consultancies/agencies. Some consultancies specialise in one sector, e.g. healthcare, IT, consumer. Work activities include:
Public affairs and lobbying also form part of the PR industry. The work includes persuading policymakers and/or conveying particular viewpoints to influential people such as MPs.
This website is best viewed in an up-to-date web browser with CSS enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets if you are able to do so.