If you’re creative with great communication skills, commercial awareness and an interest in human behaviour, then this sector may be perfect for you
Marketing, advertising and PR exists in most businesses across all sectors. People working in this sector help organisations to connect with their audiences and promote brands, products and messages. Marketing is the overall process, while advertising and PR are both individual sub-components.
Most opportunities are in the overarching area of marketing, with smaller numbers of jobs available in advertising, PR and event management.
You could work in numerous areas, including:
The industry is broadly divided into those who work in-house for an organisation and those who work for an agency. The latter are appointed to provide specific services to paying clients.
Those working in advertising will almost always work for agencies, while those working in PR are often employed by larger organisations.
Many employers, from retailers to pharmaceutical firms, offer graduate-level opportunities in marketing. Other organisations, including charities, may have vacancies that aren’t specifically targeted at graduates.
Companies offering marketing graduate schemes include:
Notable marketing and advertising agencies include:
Notable PR consultancies include:
Notable market research agencies include:
Graduates entering the marketing, advertising and PR sector can expect:
To find out more about typical salaries and working conditions in your chosen career, see types of jobs.
This sector is dynamic and constantly responding to changing consumer habits. As technology continues to become more sophisticated, companies are investing in new ways to better understand and communicate with their consumers.
Digital technology has created an increased number of channels, such as social media and mobile devices, to send brand and product messages to. Employers expect recruits to have an understanding of new media, and they particularly value creative, innovative individuals. Journalistic skills are also highly regarded, while the Chartered Institute of Marketing (CIM) says that there’s an emerging desire to integrate marketing with PR.
Analytics has never been more important in this sector. Increase in social media use has created a huge dataset that marketers can utilise to improve analysis of consumer behaviour. Databases are used to better understand segments of the market and move towards direct marketing, helping to build long-term customer relationships. Graduates with numerical and analytical skills who are able to exploit databases are therefore in high demand.
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