The Marketing Department – what do we do?
Welcome to the Marketing and Communications department. The people who work in this part of the Company are responsible for a number of key tasks;
- The marketing department needs to analyse all of the information and data from many sources including within the Company and its customers. They also analyse their competitors’ products ad activities. Collectively they create the best way to take their products to market, by investigating the four P’s of basic marketing principles; product, price, promotion, and place – always with the benefits and well-being to the final customer in mind.
- Once they have all of the above information, they then move onto a strategic plan, ie which target market, how will it be positioned, where will it be placed etc.
- Then a marketing plan needs to be developed, which covers how their product will be distributed, will it be by the Salespeople? Will it be online? How will this be communicated? TV commercials, together with Graphic banners in Facebook, Instagram etc? All of this activity is for the sole purpose to drive business growth and profitability.
- The marketing plan needs to be costed by the Finance department together with the cost of the product and the cost of all the resources required to get it to market – this is called, Cost of Sales.
- Depending on the size of the company and the industry, it will depend on the size of the Marketing Department. It is very important that you have specific people with the proper skills to do their part in the different processes, eg the Graphic Designer – who usually develops the label, packaging, advertising banners etc. If this is a smaller company, all of these tasks can be outsourced to an Agency.
Some typical roles in the marketing department are listed below. These are suitable entry-level positions and basic experience can be gained from The Grow Programme:
Salary graduate range; $45,000 – $55,000
The Marketing Assistants will support the work of the Marketing Manager and Executives on projects directed at maximising company profits and developing sales strategies or marketing campaigns and promotions for the designated product range.
- compiling and distributing financial and statistical information such as budget spreadsheets
- analysing questionnaires
- writing reports, company brochures and similar documents
- organising and hosting presentations and customer visits
- assisting with promotional activities
- visiting customers/external agencies
- helping to organise market research.
- they work closely with employees in other functions, such as advertising, market research, production, sales and distribution.
How to become a Marketing Assistant
- Bachelor of Marketing, a Bachelor of Marketing and Communication, or a Bachelor of Advertising. The courses will take 3 years full-time and can be delivered in a classroom or online. University education will require you to have completed year 12 or gain special admission.
- Diploma of Marketing& Communications ay TAFE or through a private college. These take between 6 months and 2 years to complete, depending on the course.
- You may be able to find a role without qualifications as an Administrative Assistantand work your way up through the ranks as you gain knowledge and experience.
What it’s like being a Marketing Assistant
While it’s a junior role in the team, Marketing Assistants are exposed to a lot of different kinds of work and gain invaluable experience very quickly. They often support the senior members of the team doing the most high-value work closely.
The good things (1-4 Years experience)
“Job isn’t autonomous, there is constant learning which keeps you on your toes! Requires variety of skills, including being analytical and applying data in a creative way which is unique. Meeting lots of stakeholders across various marketing channels, departments and organisations- so lots of interpersonal skills to improve.”
“Can often be dished out the boring tasks as it’s usually an entry-level or early-career role. Having little experience your thoughts can often be overlooked by more experienced employees.”
Junior Graphic Designers
Salary range $55,000 – 65,000
These are often young students fresh out of college or who are finishing up their degree and are employed through an internship, usually within the Marketing Department of a medium to large company or a Creative Agency, where you may work on more than one client or product. Junior designers usually require mentorship through a majority of their duties.
Designers in this position will often be considered “junior” for up to two years or longer to begin to build a portfolio. A Junior Graphic Designer will layout pages, draw logos, redraw logos, rework text, perform colour corrections and overall take on the basic duties that help them get to know the ins and outs of graphic design. A junior designer will often work on multiple aspects of one project, however, will only take on one or two tasks at a time.
In general, Junior Graphic Designers have a degree in graphic design and have zero to two years’ experience. Designers in this position will often be considered “junior” for up to two years or longer to begin to build a portfolio. However, designers don’t necessarily need to move on from this position during their career.
Graphic Designers may work in a variety of settings including design studios, private practice, government, start-ups or freelance
As creative professionals, Graphic Designers need to have strong visual skills, which include an understanding of colour, contrast, and scale. Many Graphic Designers use different computer suites such as InDesign, Photoshop and Illustrator to assist in developing and refining their designs.
Graphic Designers use visual media (such as drawing, painting, digital media), typography and page design techniques to create print and digital assets, design layout, logos, icons and infographics or develop advertising collateral. A junior graphic designer would be responsible to produce all kinds of creative designs under close supervision of the department head or team leader. In most cases, projects are handed over to the junior designer in an organized manner with clear deadlines.
- Consult with clients or internal Product Managers to discuss concept, design, timeline and budget.
- According to the brief, use a variety of materials to create a proposed design, taking into account feedback from the client.
- Excellent fast learner to understand and explain design developments
- Develop a design portfolio and stay abreast of industry-specific trends.
- Working with existing templates for advertising, POS and VM collateral
- Administration work within marketing and graphics
- Meticulous attention to detail
- Outstanding written and verbal communication skills;
- proficient in Adobe Suite such as Illustrator, Photoshop and In-Design.
You need to be hard working, passionate and reliable, as well as prepared to do the less desirable jobs. Despite being the youngest member of the team, you should also be able to bring new ideas, whether it’s knowing a piece of software or application no one else is using.
How to become a Graphic Designer
To work as a Graphic Designer in Australia, a qualification specialising in graphic design is usually required.
1. Bachelor of Business (Marketing); This degree offers you a foundation in business studies and the opportunity to specialise in all aspects of marketing.
2. Diploma of Marketing and Communication; This qualification provides a sound marketing knowledge base and prepares you to work in managerial roles within the marketing industry.
3. Certificate IV in Marketing and Communication; This qualification will develop your marketing and communication skills and will prepare you to provide some leadership and guidance.
4. Diploma of Social Media Marketing
- This diploma will prepare you to work as a social media professional with specialised knowledge in the industry.
6. Certified Digital Marketing Professional (CDMP) Course
- Completion of this certification will give you a digital marketing qualification that is recognised around the world.
What’s it like being a Graphic Designer?
The good things. (less than 1 year exp)
“Seeing your work published, in the flesh. People using/reading/enjoying something you have designed.”
“Managing client expectations regarding how long a project will take to complete. Clients paying accounts on time.”
The good things. (1-4 years exp)
“I love the flexibility of being a freelance contractor. I love the variety of people I get to work with and the wide range of creative projects I get to complete.”
“I would recommend getting a qualification (i completed the bachelor at RMIT) and while you study offer your services to friends and family and work on your own personal projects to beef up your portfolio. Then put yourself out there as a freelancer to your local area, online platforms, marketing agencies, design studios, etc. The biggest asset you can have is being reliable and delivering what you commit to with a high standard of quality and attention to detail.”
Entry Level Salary $45,000 – $55,000
What’s it like to be an Events Coordinator?
Event Coordinators are organisational specialists who pull together particular occasions such as meetings, festivals, weddings, conferences and exhibitions.
- Liaising with clients to understand their needs and establishing the aims and agenda of the event.
- Researching elements related to particular events, such as lighting, styling, food and venues.
- Ensuring that staff for the event is hired, supervised and briefed.
- Monitoring the event as it’s taking place and resolving issues if they arise.
Event Coordinators work closely with Event Managers. The main difference between the two roles is that Event Coordinators tend to work with clients to achieve their aims, whereas Event Managers take particular responsibility for monitoring the event while it is occurring and resolving issues as they arise.
Individuals who are organised, have initiative, excellent communication skills and can work well in a fast-paced environment make good event coordinators. Teamwork is also important as you are relying on others to get tasks done on time.
How to become an Events Coordinator
Event Coordinator is not a profession where there is one standard or formal career pathway. However, many Event Coordinators have a certificate, diploma or degree in events, PR, marketing or hospitality management.
- Complete of Certificate III in Events, or a Diploma of Event Management. Alternatively, complete a Bachelor of Business, (Event Management), which is usually full-time for three years.
- There are numerous opportunities for Event Coordinators to further their career, such as undertaking senior roles in hospitality, tourism or event management. There are also academic pathways, such as completing a Master of Management (Tourism and Event Management).
What’s it like to be an Events Coordinator?
The good things
“If you have a passion for Events, it is a fantastic role which is most rewarding. To see your events unfold successfully after all the work you put into each of them is very satisfying both personally and professionally. Like any job, there’s good and bad but the good outweighs the bad and every event is a unique experience and you will learn from each event and client in one way or another.”
“You will encounter a range of clients who will either be easy-going, challenging or in the middle. There may be complex events that will require lots of time and effort or those that are less complicated and straight forward. Overtime is a big factor to consider as most events require lots of time and effort dedicated to them. But overall it’s a great industry to be a part of and one that will always keep you busy and on your toes.”
Junior Account Manager
Entry level $50,000 – $55,000 + Commissions OTE
(OTE = on target earnings, meaning if you reach your target sales, you will also earn extra commission or bonuses.)
What’s it like to be an Account Manager?
An Account Manager is responsible for the relationships an organisation has with particular clients. They are the key liaison between the organisation and the clients they look after, which may be split by region, by size or by product range. An Account Manager walks the line between business goals and client needs and is required to have a thorough understanding of their market.
- Delivering the best possible customer service with a view to growing and supporting long-term relationships.
- Ensuring deliverables are received in an accurate and timely way, while preserving the customer relationship.
- Helping customers understand changes within the company and the market, or a change in access to products and services.
- Working with the business development and sales teams to hand customers over smoothly to each other, so that customer experience is optimal.
- Giving presentations and reporting progress to both customers and internal teams.
- Problem-solving for customers in a way that ensures the relationship remains positive.
- Acting as the key liaison between customers and internal teams.
- Be pro-active in reporting any competitor or market activity or intelligence, that may affect your company’s performance.
How to become an Account Manager
You don’t need formal qualifications to get your foot in the door as an Account Manager, but they may help you get ahead.
- Certificate IV in Business Sales at a TAFE or through a private training organisation.
- Bachelor of Business degree majoring in Commerce, Business or Marketing. These courses take 3 years to complete, and you’ll need to have completed year 12 or gain admission through an alternative pathway.
- Get your foot in the door in a sales role or customer service and learn on the job.
The good things
“The position of Account Manager will generally provide a flexible, rewarding and autonomous role for the passionate, driven and resilient. The position of Account Manager provides involvement and insight into all departments and facets of the business, whilst being the first point of contact for customers and the public. A position in sales will give the opportunity to reward the hardworking efforts put in and is a dynamic and diverse position. You can also reap very good financial rewards in the long term from nurturing solid client relationships.”
“The role of Account Manager within a sales business is not without challenges and demands. The role will generally be only as giving as it is taking, in that the demands are high to be successful and rewarded. Inconsistent and volatile is most days, with a high amount of pressure and expectation for this autonomous role. Someone considering this position should be self-motivated and driven as this role is generally without specific direction from management and requires a high degree of ownership and responsibility.”