a Masters in Marketing it will help you excel in a leadership position,
whether directing advertising and public relations campaigns, managing a
sales staff or supervising research activities. The day-to-day marketing
functions range from pricing to product positioning, brand image to
consumer behavior, sales promotion to integrating marketing
communications Ö and much, much more.
At the graduate level, your best bet is a Master's of Business
Administration (MBA) in marketing. Most MBA programs will either
have a strong marketing component in the curriculum, or will offer
marketing as one of the group of MBA specialties.
Advertising managers oversee in-house account, creative and media
services departments. The account executive manages the account services
department, assesses the need for advertising, and, in advertising
agencies, maintains the accounts of clients.
Creative directors oversee the copy writers, art director and associated
staff. The media director oversees planning groups that select the
communication media to disseminate the advertising, such as radio,
television, newspapers, magazines, Internet or outdoor signs.
Promotions managers direct promotion programs that may involve direct
mail, telemarketing, television or radio advertising, catalogs,
exhibits, inserts in newspapers, Internet advertisements or Web sites,
in-store displays or product endorsements and special events. Purchase
incentives may include discounts, samples, gifts, rebates, coupons,
sweepstakes and contests.
Marketing managers develop the firmís detailed marketing strategy.
With the help of subordinates, including product development
managers and market research managers, they determine the demand for
products and services offered by the firm and its competitors. In
addition, they identify potential markets, develop pricing
strategies, monitor trends that indicate the need for new products
and services and oversee product development.
Public relations managers direct publicity programs to a targeted
public. They often specialize in a specific area, such as crisis
management, or in a specific industry such as healthcare. They use
every available communication medium in their effort to maintain the
support of the specific group upon whom their organizationís success
depends. Public relations managers may produce internal company
communications, draft speeches and respond to information requests.
In addition, some handle special events such as sponsorships and
Sales managers assign sales territories, set goals and establish
training programs for the sales representatives. They advise the
sales representatives on ways to improve their sales performance. In
large firms, they oversee regional and local sales managers and
their staffs. Sales managers maintain contact with dealers and
distributors, analyze sales statistics and monitor customer