INTRODUCTION
Marketing executives are professionals who oversee and manage the execution of different
marketing strategies for a company. They use their skill set to promote products and services
by implementing product-specific marketing campaigns.
A marketing executive is a professional who plans,
Apart from implementing marketing campaigns of all varieties, a marketing executive
conducts research, produces marketing materials, devises new ways to market products, and
analyses performance reports, among other marketing-related duties.
Some common industries employing marketing executives are media, finance, technology,
retail, manufacturing or other industries.
WHAT IS A MARKETING EXECUTIVE?
Usually, these professionals work in the marketing department of a company and help
a company accomplish their marketing projects and goals. While most marketing
executives work as full-time employees, they may work as freelancers or part-time
employees. Some common industries employing marketing executives are media,
finance, technology, retail, manufacturing or other industries.
A marketing executive is a professional who plans, develops and oversees the overall
marketing strategies and campaigns to promote a company's brands, products or
services. Apart from implementing marketing campaigns of all varieties, a marketing
executive conducts research, produces marketing materials, devises new ways to
market products, and analyses performance reports, among other marketing-related
duties.
WHAT IS A MARKETING EXECUTIVE? DEFINITION, ROLES AND
SKILLS.
Marketing executives are professionals who oversee and manage the execution of different
marketing strategies for a company. They use their skill set to promote products and
services by implementing product-specific marketing campaigns. If you want to become a
marketing executive, you may benefit from learning what this career path entails. In this
article, we answer “What is a marketing executive?”, what they do, how to become one,
what skills they require to excel in their profession and what salary they earn.
WHAT ARE THE ROLES AND RESPONSIBILITIES OF A
MARKETING EXECUTIVE?
The roles and responsibilities of a marketing executive can vary depending on the industry and
sector in which they work. Some common job responsibilities of these professionals are:
• Developing and improving marketing plans unique to different products and services
• Conceiving and improving existing marketing strategies
• Networking with suppliers, large contractors, partner organisations and other business
stakeholders
• Conducting marketing research and analysis to produce relevant marketing information
and evaluate trends
• Monitoring ongoing marketing campaigns and spending based on the budget allocated
• Creating and generating reports related to the key performance indicator (kpis) of an
ongoing marketing campaigc
• Creating engaging and grammatically correct marketing collaterals
• Ensuring distribution of marketing materials
• Monitoring market trends and analysing customer activities to identify business
opportunities.
AVERAGE SALARY OF A MARKETING EXECUTIVE
The average salary of a marketing executive is ₹16,632 per month. Depending upon the
job location and level of experience, the salary may vary. Usually, some cities pay a higher
salary to market executives than others. For instance, the average salary in Gurgaon is
₹19,325 per month and the average salary in Pune is ₹16,719 per month.
And years.
SKILLS OF A MARKETING EXECUTIVE.
There are skills you require throughout your career as a marketing executive. Some skills
to master for a rewarding career are:
1) Analytical skills
Often, marketing executives effectively plan and execute advertising and marketing
campaigns. They also conduct field research related to the products or services they
market. This requires strong analytical skills. Also, a marketing professional may
analyse the performance of a current marketing campaign or strategy using their
analytical skills. They also use their skill set to analyse consumer data and competitor's
data, conduct financial analysis and stay up-to-date on the latest marketing trends.
2) Technical skills
The field of marketing requires some core technical skills to create campaigns and
track the performance of the marketing efforts. Proficiency in using different
marketing tools and software is a desired skill for this job role. Use different software
like project management software, analytical software, communication and
presentation software can help you efficiently perform your work-related duties.
3) Creativity
Developing new marketing strategies and refining the existing ones requires an
excellent level of creativity. The ability to think of new and innovative ideas to compel
a customer to purchase your service or product is essential for a rewarding career as a
marketing executive. These professionals can use their creativity to brainstorm ideas
for advertising or marketing campaigns.
4) Communication skills
Marketing executives communicate with different people, including their team
members, colleagues, managers and customer base. From developing social media
posts to creating marketing materials, marketing executives use communication skills
in almost every step. Having mastery of verbal and written communication and
understanding how to communicate with various people can help achieve
organisational goals.
5) Organisation skills
As a marketing executive manages multiple projects and tasks simultaneously, they
require excellent organisational skills. The ability to organise their schedule, create
marketing campaigns before time and keep track of performance metrics is desirable.
Being organised in the workplace helps these executives reduce stress and perform
their duties efficiently.
6) Copywriting skills
During a marketing campaign, a marketing executive creates a copy of a website, press
release, social media posts and ads for print advertisement, which requires excellent
copywriting skills. They may also develop a topic of discussion for a TV interview to
spread awareness about their product or services. Knowing the fundamentals of
copywriting and writing concisely to attract readers is an essential skill to become a
successful marketing professional.
7) Teamwork skills
Marketing executives cannot operate in silos because they regularly communicate
with different departments to develop and create marketing strategies. They may
require inputs from the finance or technical team to create campaigns based on budget
and requirements. Working as a team, interacting with other departments and listening
to what others say is essential for fulfilling all job-specific duties.
HOW TO BECOME A MARKETING EXECUTIVE
Follow these steps to become a successful marketing executive:
• Pursue your bachelor's
Earning a bachelor's degree is the bare minimum requirement for becoming a marketing
executive. Consider pursuing a bachelor's degree in advertising, marketing, business,
management, economics or communications. Some common degrees to choose from
are Bachelor of Business Management (BBM), Bachelor of Business Administration
(BBA), Bachelor of Commerce (BCom) or Bachelor of Commerce Honours (BCom H)
or Bachelor of Arts (BA). If you plan to pursue a BA degree, you require a humanities
stream in your 10+2. For all the other courses, you can choose commerce stream in
your 10+2.
• Complete an internship
During your bachelor's, you are likely to study marketing, business, accounting and
management courses. To get hands-on experience in this field and gain some practical
experience, consider completing an internship. Working on a real-life marketing
campaign can help you understand the job-specific duties of this role.
• Gain relevant experience
Usually, companies prefer hiring candidates with some experience. This is because
work experience helps them deal with clients and such candidates understand how to
create marketing campaigns that resonate with their customers. So, before becoming a
marketing executive, try to get an entry-level position as a marketing assistant or sales
representative.
• Complete your master’s
With a Master of Business Administration (MBA) degree, you can fast track your
career. An MBA degree prepares you for upper-level management positions. As a
result, employers prefer hiring candidates with a master's degree and some relevant
experience. Admission to MBA colleges is usually through an entrance exam follo
followed by an interview.
• Earn a certification
If you want to get hired for a desirable job and make a positive impression, consider
pursuing online or offline certifications. Professional certifications serve as proof of
your education and knowledge in the marketing field. A certification can help you
distinguish yourself as a committed marketing professional.
• Prepare your CV
You can include your education, experience, skills and certifications on your CV. If
possible, pick some keywords from the job description. This can help you get shortlisted
because employers prefer candidates with the skill set mentioned in the job description.
After preparing your CV, start applying to jobs.
MARKETING EXECUTIVES DRIVE PROFIT AND PROMOTE
PRODUCTS AND SERVICES THROUGH COORDINATED
MARKETING CAMPAIGNS
As a marketing executive, you'll contribute to and develop integrated marketing
campaigns to promote a product, service or idea. This a varied role, which includes:
• Planning.
• Advertising.
• Public relations.
• Event organisation.
• Product development.
• Distribution.
• Sponsorship.
• Research.
Many organisations have marketing departments, meaning that you can work in both the
private and public sector in areas ranging from finance, retail and media to voluntary and
charitable organisation.
JOB PROFILE OF MARKETING EXECUTIVE
1) RESPONSIBILITIES
• Create awareness of and develop the brand you're marketing.
• Communicate with target audiences and build and develop customer relationships
• Help with marketing plans, advertising, direct marketing and campaigns
• Source advertising opportunities and place adverts in the press or on the radio.
• Work closely with in-house or external creative agencies to design marketing
materials such as brochures and adverts
• Write and proofread marketing copy for both online and print campaigns
• Produce creative content, including videos and blog posts
• Run social media channels
• Organise and attend events such as conferences, seminars, receptions and exhibitions
• Source and secure sponsorship
• Liaise with designers and printers and organise photo shoots
• Arrange the effective distribution of marketing materials.
• Maintain and update customer databases.
• Conduct market research, for example using customer questionnaires and focus
groups
• Develop relationships with key stakeholders, both internal and external.
With experience, you'll need to
• Develop and implement a marketing strategy (often as part of a wider sales and
marketing programme)
• Evaluate and review marketing campaigns, advertising and seo to make sure the
correct mediums are being used and campaigns are effective
• Track marketing performance and return on investment and prepare weekly or
monthly reports for management
• Monitor and report on competitor activity
• Lead external agencies, when appropriate, to effectively manage events, press
relationships, editorial requests, presentations, promotional materials and online
activities
• Oversee and manage the marketing budget.
2) Salary
• Marketing assistants start on salaries of around Rs18,000 to Rs 22,000. As a marketing
executive, you can expect to earn in the region of Rs 20,000 to Rs 30,000.
• Senior marketing executives (with around five years' experience) can earn between Rs
30,000 and Rs 45,000, with marketing managers earning up to Rs 60,000.
• Marketing directors can earn from Rs 60,000 to more than Rs 100,000.
You may also receive additional benefits including profit-sharing schemes, medical
insurance, gym membership, a company car and bonuses.
Average monthly salary_
3) Qualifications
A career in marketing is open to all graduates, but a degree or HND in the following subjects
may be particularly useful
• advertising.
• business or management.
• communications.
• IT or computer science.
• marketing.
• Psychology
In addition, employers also look for a combination of personal qualities and experience.
An awareness of digital media techniques is also useful. Look at job adverts to get a feel
for the combination of skills and industry knowledge that employers expect.
4) Skills
• Communication and interpersonal skills
• Commercial awareness and business acumen
• Copywriting and design skills
• Creativity
• An eye for detail
• Analytical and strategic thinking
• Drive and self-motivation
• A flexible approach to work
• The ability to work well under pressure
• Teamwork and the ability to foster good working relationships
• Influencing and negotiation skills
• It, social media and numeracy skills
• Foreign language ability - may be helpful if working for multinational companies.
5) Work experience
You'll usually need some relevant work experience to get a job. Look for vacation work,
placements, job shadowing or part-time work in marketing or related areas. Getting work
as a marketing assistant or junior marketing executive is a good first step. Some larger
employers offer students paid summer placements. Any job that offers experience of sales,
customer service, market research or public relations will be helpful.
6) Employers
You can find marketing opportunities across all industry sectors ranging from the financial,
consumer and information technology industries to not-for-profit organisations, such as
charities, local government and higher education institutions.
7) Career prospects
There's a career structure within marketing and you can expect to progress from marketing
executive to senior marketing executive once you've gained relevant experience and skills.
Taking relevant professional qualifications can help your career prospects and is becoming
essential for senior marketing roles.
To increase your experience, you could move between in-house departments or work in a
marketing agency or consultancy for several different clients. You might also want to
move companies or sectors to progress your career more quickly.
You can choose to remain in a general marketing role or specialise in a specific area of
marketing, such as event management, communications or public relations.
Other opportunities include setting up as a freelance marketing consultant or moving into
a related role, in an area such as sales, advertising or public relations.
CONCLUSION
The executive summary is the part of your marketing strategy that outlines the most important
findings from your research. It is a summary of the entire marketing strategy. It offers a high-
level overview of your overall brand objectives, marketing goals and marketing activities. It's
succinct, yet clear.
Marketing executive is responsible for guiding strategy and execution at the highest level,
answering to the C-suite or board of directors. That requires a persona with more confidence
and swagger.
