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Creating brands: All about marketing

Besides handling publicity, the primary concern of marketing departments revolve around product development, customer support, sales, distribution and corporate communication.

education Updated: Nov 03, 2011 16:39 IST

The lowdown

Marketing is ideally about identifying what customers and stakeholders need and value. It revolves around creating and delivering an offer around a product or a service that adds value and is mutually profitable. In advanced industrial economies, marketing considerations play a major role in establishing corporate policies. In the past, marketing departments were primarily concerned with increasing sales through advertising and other promotional techniques. However now, besides handling the publicity, their primary concerns revolve around product development, customer support, sales, distribution and corporate communication


8.30am: Reach office

9.30am: Chalk out the week/month’s action plan

10.30am: Review meetings — budget plan review; running a check on the last campaign etc

11am: Meet clients

1.30pm: Lunch

2.30pm: Meetings with media,

3.30pm: Meet clients/ influencers. Market visits

4.30pm: Read reports

5pm: Meet the internal marketing team

6pm: Call it a day

The payoff

Earnings vary according to the industry segment one is working in. However, pay packages are Rs25,000 to Rs50,000 per month at the entry level and go up to Rs60,000 to Rs1.2 lakh per month as one reaches middle management. At the senior level, the sky is the limit. Top marketing jobs at the level of vice-presidents may fetch as much money as a CEO’s position


* People management and interpersonal skills

* Listening as well as communicating

* Ability to handle severe pressure and deadlines

* Being good with numbers is a plus point, as analytical skills are required to grow in the profession

* Familiarity with database applications and other computer-related skills

Getting there

After graduation, you can get into an MBA programme and specialise in marketing. A management degree is a must for career growth. You may start as a product executive and then move on to become a brand manager and then a marketing manger. According to some experts, it is also extremely important for any successful marketing person to have a stint as a field salesperson.

There are, however, examples where an ordinary graduate with the right aptitude has done well in marketing profiles. People with professional qualifications in advertising and communications could also do well in this field

Institutes and URLs

* Indian Institute of Management Ahmedabad

* IIM Lucknow (It has a campus in Noida as well)

* IIM Calcutta

* Mudra Institute of Communications, Ahmedabad

* Indian School of Business, Hyderabad

* XLRI, Jamshedpur

* Other IIMs, multiple locations

Pros and cons

* Opportunity to connect with people from varied backgrounds

* As companies increase their focus on product performance and customer feedback, the pressure to deliver more can get intense