Professional Studies in Marketing Management - Career Opportunities
Professional Studies in Marketing Management - Career OpportunitiesMarketing plays a key role in securing the economic success of a company: its task is to gear all corporate activities to the needs of existing and potential customers. To position a product successfully at home and abroad, the market research specialists analyse which target group should be addressed and how to arouse their interest in the company and its products. With these insights, an advertising strategy is developed and then implemented with the help of various media such as television, newspapers or the internet.
It
is thus up to marketing communication to canvass potential customers for a
company or a product. Companies in all branches of the economy find themselves
competing to acquire customers and are not only active in the domestic market,
but have opened up markets abroad as well. This process of internationalisation
has led to a growing together of economies world wide. Marketing plays a key
role in securing the economic success of a company: its task is to gear all
corporate activities to the needs of existing and potential customers. To
position a product successfully at home and abroad, the market research
specialists analyse which target group should be addressed and how to arouse
their interest in the company and its products. Marketing communications is
inextricably linked with use of media. Companies that market their products on
an international scale must be in a position to communicate internationally,
which is why they use media such as television, newspapers or the internet. The
media landscape is in flux: the boundaries between the media are becoming
blurred and a gradual fusion is taking place. What is more, digitalised radio
and television transmission is making for a dynamic expansion of information and
entertainment on offer.
The radical changes described above pose a considerable challenge for marketing management and have created demanding job profiles in marketing communications. There is a demand for young specialists with the requisite know-how for middle and senior managerial posts in marketing management who, on completion of a continuing education course in marketing, are seeking to use their creativity and communication skills as a stepping stone on the way to an international career
| in companies from all sectors of the economy or in public organisations |
| • im Bereich der Public Relations, |
| • in product management; |
| • in market research; |
| • in advertising departments; |
| • in the field of customer care such as sales & distribution or key account management; |
| or in specialised companies within the communication, media or consultancy sectors such as |
| • marketing and events agencies; |
| • classic advertising agencies and full-service agencies; |
| • companies in the media sector such as publishers, television and radio stations; |
| • management consultancies; |
| • market research institutes. |
© HIB: marketing and media management programme
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