Marketing Executive

Education and Training: Bachelor’s degree or Master’s degree
Average Salary: $120,000 to $133,000 per year
Job Outlook: Faster than average

A marketing executive directs all marketing, promotional, and advertising activities for a company or corporation. Marketing executives are responsible for creating and overseeing the marketing strategies that are needed to meet the company’s objectives.

Typical duties may include acting as a liaison with customers, coworkers, other organizations, suppliers or vendors; coordinating, developing, and evaluating marketing production, campaigns, and distribution, writing and proofreading copy, maintaining and updating customer databases, coordinating and/or attending conferences, seminars, receptions and exhibits, locating and securing sponsors, and maintaining marketing budgets.

Education and Training Requirements

Although there is no designated educational path for a marketing executive, a bachelor’s or master’s degree is the minimum requirement for entry into the field with many companies requiring a Masters of Business Administration degree. Many marketing executives have a degree in business administration with supporting coursework in marketing.

The marketing executive must also possess good personal computer skills, top-notch analytical and organizational skills, as well as excellent English and speaking skills. In addition, classes in statistics, English, psychology, speech, advertising, sociology, history, and economics are beneficial for a high school or college student interested in a career in marketing.

The Marketing Research Association offers certification as a Professional Researcher Certification at the practioner and expert level. The comprehensive exam covers research areas such as questionnaire design and report writing, legal areas such as ethics and privacy, and business areas such as marketing and human resources. Continuing education is required to maintain certification every two
years.

The American Marketing Association offers certification as a Professional Certified Marketer. The test covers the following areas: legal, ethical and professional issues in marketing, relationship, information and resource management, assessment and planning of the strategic marketing process, use of the marketing mix, and marketing evaluation. Continuing education is required to maintain certification every three years.

Sales and Marketing Executives, International offers certification as a Certified Marketing Executive. The test covers the following competencies: foundations of marketing management, developing marketing strategies, implementing marketing strategies, professional skills, and ethics. Continuing education credits are required to maintain certification.

Getting the Job

Many marketing executive positions are filled from within by experienced staff. A bachelor’s or master’s degree is the minimum requirement for employment. A college internship, certification, and successful completion of management training programs can give the less experienced marketing professional an advantage in regards to employment.

Job Prospects, Employment Outlook and Career Development

Employment opportunities will increase by 13 percent between 2008 and 2018. Although the use and influence of traditional advertising methods such as direct mail are on the decline, the marketing executive will continue to be a much needed company asset due to the need to utilize and develop new methods to market clients and products.

Competition is intense for jobs in the marketing field. Individuals with a bachelor’s or master’s degree with a concentration in marketing and previous marketing experience have a good chance at gaining employment. Marketing executives with a strong track record are often promoted into strategic management positions or other areas of management. Some marketing executives start their own marketing businesses while others move into positions in advertising, demographic research, or public relations firms.

Working Conditions and Environment

The marketing executive works a 40 hour work week with overtime occurring frequently. People skills are crucial since the job requires working as a liaison between the public and the consumer. Stress from multiple deadlines, overtime, or schedule changes is common. In addition, frequent travel may be required.

Salary and Benefits

According to the websites Payscale.com and Indeed.com, the average salary for marketing executives was $120,000 to $133,000. Standard benefits i.e. paid vacation, sick leave, and 401K plans, life insurance, and disability insurance, are the standard benefits package offered to marketing executives.

Where to Go for More Information
American Marketing Association
311 S Wacker Dr., Ste. 5800
Chicago, IL 60606
Phone: (800) AMA-1150
Fax: (312) 542-9001
American Marketing Association

Marketing Research Association
110 National Dr., 2nd Fl.
Glastonbury, CT 06033
Phone: (860) 682-1000
Fax: (888) 512-1050
Marketing Research Association

Northwestern University (Kellogg)
2001 Sheridan Rd.
Evanston, IL 60208
Phone: (847) 491-3308
Fax: (847) 491-4960
Northwestern University (Kellogg)

Sales and Marketing Executives International, Inc.
PO BOX 1390
Sumas, WA 98295-1390
Phone: (312) 893-0751
Fax: (312) 893-0751
Sales & Marketing Executives International, Inc.

University of Pennsylvania (Wharton)
420 Jon M. Huntsman Hall
3730 Walnut St.
Philadelphia, PA 19104
Phone: (215) 898-6183
Fax: (215) 898-0120
University of Pennsylvania (Wharton)