4 minute read

Marketing Consultant

Education and Training: Bachelor’s degree or Master’s degree
Average Salary $30,137 to $154,347 per year
Job Outlook: Faster than average

A marketing consultant helps businesses develop and implement a strategy to market a product or service. The focus of the marketing consultant is the client. A successful marketing consultant must determine what the customer needs, how they want it, and deliver it more successfully than other competitors.

Creativity, hard work, and a strong analytical ability are some of the characteristics of the successful marketing consultant. In addition, solid teamwork and people skills are required due to marketing consultants working closely with other departments and clients.

Typical duties may include demographic research, organizing marketing events, writing press releases, conducting press conferences, reviewing marketing initiatives, reviewing branding, monitoring the effectiveness of advertisements, meeting with clients to develop a marketing strategy, and maintaining a portfolio of marketing tools and services as well as a record of marketing literature/media.

Education and Training Requirements

Most employers prefer a bachelor’s or master’s degree in business administration with an emphasis in marketing for prospective employment candidates. The marketing consultant must possess good leadership skills, as well as excellent oral and written communication skills.

The marketing consultant must also stay up-to-date on up-and-coming technology and marketing trends. 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

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.

The Foundation for the Advancement of Marketing Excellence in Entrepreneurs (FAMEE) offers certification at five levels with consultants achieving certification at the previous level before they can test for the next level. The certifications are Certified Marketing Advisor in Training, Certified Marketing Advisor I, Certified Marketing Advisor II, Certified Expert Marketing Advisor I, and Certified Expert Marketing Advisor II.

The FAMEE requires that applicants use their self-study program, track client consultations, write articles and reports, take a written test and read marketing books as part of their certification process.

Getting the Job

Many marketing positions are filled from within by experienced staff. A bachelor’s degree is the minimum requirement for employment and most employers prefer a bachelor’s or master’s degree with previous marketing experience. A college internship or certification 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 traditional marketing methods such as print are becoming less influential and newer media methods such as the Internet becoming more popular and more influential, the marketing consultant’s future is secure as long as they remain creative, analytical, and adapt to the demand to produce new methods to promote clients and products.

Competition is strong for marketing consultant positions as well as jobs in the marketing field in general. Although marketing positions are generally filled from within, individuals with a bachelor’s or master’s degree with a concentration in marketing have a good chance at gaining employment.

Marketing consultants who perform well can expect to advance into management. Most companies offer management training to help those interested in advancing. In addition, obtaining certification from one of the many organizations that offers marketing certification will let management know that you have obtained a high level of knowledge in the marketing field.

Working Conditions and Environment

The marketing consultant works more than 40 hours a week and also works closely with the public and other departments within their organization. Although the marketing consultant has a job that is office-based, frequent travel is required to achieve the goals of the client. Stress from multiple and changing deadlines and overtime is common.

Salary and Benefits

According to the Occupational Outlook Handbook, the median salary for marketing consultants is $108,580. Payscale.com lists the salary range of a marketing consultant from $30,137 to $154,347 for professionals with 20 or more years of experience. Standard benefits such as paid vacation, sick leave, and 401K plans, life insurance, and disability insurance, are the standard benefits package offered to marketing consultants.

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

FAMEE Foundation
5100 SW 10th St., Ste. 100
Topeka, KS 66604
Phone: (785) 554-3050
Fax: (785) 272-5131
FAMEE Foundation

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)

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)

Additional topics

Job Descriptions and Careers, Career and Job Opportunities, Career Search, and Career Choices and ProfilesSales & Marketing