How to become a marketing specialist
The official interpretations of the term (and today they have accumulated several hundred!) More than serious. When it comes to increasing sales turnover, successful promotion and multi-million dollar profits, it’s somehow not a joke. However, some definitions still cause an involuntary smile.
“Marketing – managing demand satisfaction through trade”. Or: “Implementation of business processes in the direction of flow of goods and services from producer to consumer.” Reading similar literary pearls, you know, the secret of the success of Philip Kotler, the founder of the marketing theory, who explained simply, but tastefully: “Marketing is the art and science of choosing the target market correctly, attracting, retaining and increasing the number of consumers, creating the buyer’s confidence that he represents the highest value for the company “. It would seem that everything is absolutely clear and clear, but … As practice shows, there are very few specialists in the domestic labor market, which can be called real marketing professionals. The reason is lack of knowledge, skills and low level of professional training of the majority of employees occupying corresponding positions in Ukrainian companies. Many are sure: To promote the goods, it’s enough to read Kotler’s textbook or complete the short-term profile courses. In fact, training in this direction can be compared to a musical grammar. Agree, you can not become a great pianist after listening to the waltzes of Chopin and having learned a couple of years at a music school. We will have to go to the conservatory, attend the performances of our colleagues and famous performers, understand the various musical directions and, of course, constantly grind the technique of the game on the instrument. Like a good musician, a marketer is simply obliged to receive a high-quality education, which is not limited to the course of higher education.
Attitudes toward higher profile education from marketers are more than ambiguous. Some are surely convinced of the need for higher education, others are grumbling on excessive theorizing, useless in real market conditions. Whatever the case, university diploma is still better to get.
According to employers, recruiters and HR managers, far from all employees of marketing departments have a profile VO. Among the domestic specialists there are many engineers, linguists, teachers, advertisers … The reasons for such inconsistency of posts and “crunches” are simple. First, the specialty “marketing” has appeared in universities relatively recently. Secondly, the level of knowledge of graduates of the profile departments leaves much to be desired. They do not have the necessary skills and practical skills, and sometimes even the knowledge of the most elementary things and concepts! It is not surprising that employers prefer not to novices, but to experienced specialists, albeit without diplomas labeled “marketing”. Another thing is the profile higher education, supported by the work experience (preferably in the sales, sales or advertising departments, even in the most ordinary positions, say, a promoter or agent). Such a skilled employee is already worth the offer and decent salary, and career prospects.
Where to go? The specialty of “marketing” (the direction “economy and entrepreneurial activity”) managed to gain popularity among entrants. Today it is represented in many educational institutions, both public and private. Interestingly, even the National Technical University of Ukraine “Kiev Polytechnic Institute” (specialization “industrial marketing”) is engaged in the preparation of marketers. It is difficult to understand the numerous offers of training programs, especially since they differ not only in cost but also in specialization which depends on the specifics of the university: management, technical, economic, advertising, production … So the universal knowledge of marketing is given by the Kiev National Economic University, where students Teach them to analyze and forecast market situations, to develop recommendations for the production of goods and the formation of their assortment, to implement marketing programs and price policy of enterprises. The list of subjects is quite extensive and includes socio-political, general economic, legal and technical disciplines (labor economics, human resource management, social policy, productivity management, planning and analysis of organizations). Of the profile: strategic and industrial marketing, pricing, marketing, innovation and commodity policy, marketing management. The art of promoting tourism services in the market is taught at the Kiev University of Tourism, Economics and Law in the specialty “Marketing of Tourism and Hospitality”. But to study the economy and marketing of the media, as well as real estate marketing is available at the International Solomon University.
What do you need to know? The specifics of the knowledge and skills necessary for marketing work depend on the position and functional responsibilities. Chartered Inst