Career Paths: Marketing

Brand Management:  At the highest level, Brand Managers supervise the marketing function for a specific brand of a consumer product. Initially, Assistant Brand Managers work on a more limited range of duties for a brand.

Marketing Management:  Marketing Managers are involved in the broad marketing function for an organization, including branding. This career path is more closely associated with business-to-business marketing and services marketing, with the latter including organizations in the financial services, airline, non-profit, and government sectors.

Marketing Research: Marketing researchers are responsible for the marketing information function of an organization. They collect, analyze, and interpret data regarding marketplace trends and preferences in support of marketing decision-making. Positions may be within a corporation or in a market research firm or advertising agency.

Skills Desired:

Critical, detail-oriented thinking, with strong analytical skills. Some areas reward creativity, but ability to analyze and interpret data is equally important.  Increasingly, candidates entering brand management are expected to possess in-depth financial analysis skills. Organizational skills are critical for complex projects. Currently, one of the most desirable combinations is that of marketing and finance. All employers seek leadership skills and the ability to work in teams. Strong oral and written communication skills are also desirable. Personal computer proficiency and information technology skills are recommended.

* Brand managers need, in addition to analytical skills, background in supply chain and marketing strategy.

* Marketing managers should have an understanding of the products or services they will be selling. Strong interpersonal skills help with developing ongoing customer relationships.

* Marketing research requires collecting and interpreting data from consumers, so an understanding of consumer behavior and interpersonal communication is helpful.  The analysis of the data requires quantitative skills, while communicating results to management utilizes written and oral communication.

Job Titles:

Marketing Research
Marketing Research Analyst
Marketing Research Manager

Brand Management & Marketing Management
Associate Product Manager
Product Manager
Brand Manager

Resources:

Part-Time MBA Program Portfolio Information Sessions
Graduate Business Career Center: Panels on MBA Career Options

Recruiting:
In recent years, 25% of Carlson School placement have been described as marketing jobs.  Of the companies looking for marketing students, 20 – 25% are brand, 65% are business to business, and the remaining 10% are business to consumer related.  Graduates typically find positions in manufacturing, medical technology, financial services, and the retail industries.  Marketing research and marketing services/advertising positions are also taken.  Students can learn about the many types of marketing by meeting with fellow students and alumni as well as the numerous practitioners who are brought to the Carlson School to share their experience and expertise with students.

Web:

Carlson School Graduate Students Career Resource Site
For updated information on the careers above, with much greater detail, see this GBCC web site. Content provided by Wetfeet.com.

Print:

Vault Career Guide to Marketing and Brand Management
Learn about marketing careers and jobs, the path to brand management success, how to ace brand management case interviews and more.

Brand Week magazine
This is the leading weekly magazine covering marketing topics including hot promotional campaigns and recent product launches. Brand strategies are also highlighted.

Advertising Age

Career Information Guides
Available in the GBCC

Carlson Affiliations:

Carlson Marketing Network
The primary mission of the Carlson Marketing Network is to provide Carlson School of Management students an opportunity to gain skills, knowledge and experience necessary to enter into the field of marketing.

Brand Matters Speaker Series
Brand Matters Speaker Series is presented quarterly in sponsorship with Yamamoto Moss and Twin Cities Business Monthly. The speaker series is a unique forum that provides insights into the world of branding. Each 90-minute event features an expert with firsthand knowledge of branding.  These events provide an excellent forum for networking with marketing professionals.

Professional Affiliations:

American Marketing Association  (AMA)
Founded in 1937 as a professional not-for-profit organization for marketers, the purpose of the AMA is to promote education and assist in the personal and professional career development among marketing professionals, and to advance the science and ethical practice of marketing disciplines. The Twin Cities hosts a very active chapter that provides many professional development and networking opportunities through workshops, meetings and seminars.

Career Path:  Brand Management

Highly Recommended Courses

MKTG 6051           Marketing Research (4 cr)
MKTG 6055           Buyer Behavior (4 cr)
MKTG 6082           Brand Management (4 cr)
FINA 6242             Advanced Corporate Finance Analysis and Decisions (4 cr)

Suggested Courses

Marketing

MKTG 6072           International Marketing (2 cr)
MKTG 6075           Pricing Strategy (4 cr)
MKTG 6078           Integrated Marketing Communications (4 cr)
MKTG 6088           Strategic Marketing (2 cr)

Finance

FINA 6241             Corporate Finance Analysis and Decisions (4 cr)

Strategy

MGMT 6031          Industry Analysis and Competitive Strategy (4 cr)
MGMT 6032          Strategic Alliances (2 cr)

Supply Chain & Operations

MKTG 6060           Distribution and Supply Chain Management (4 cr)
OMS 6051             Service Management (2 cr)
OMS 6056             Managing Supply Chain Operations (4 cr)

Accounting

ACCT 6100            Financial Statement Analysis (4 cr)

MIS

IDSC 6490             Special Topics:  Information-Based Goods in the Network Economy (2 cr)

International Business

IBUS 5120              Vienna Seminar (4 cr)

Career Path:  Marketing Management

Highly Recommended Courses

MKTG 6051           Marketing Research (4 cr)
MKTG 6073           Technology Marketing (4 cr)
MKTG 6088           Strategic Marketing (2 cr)
FINA 6242             Advanced Corporate Finance Analysis and Decisions (4 cr)

Suggested Courses

Marketing

MKTG 6020           Advanced Logistics & Supply Chain Management (2 cr)
MKTG 6055           Buyer Behavior (4 cr)
MKTG 6060           Distribution & Supply Chain Systems (4 cr)
MKTG 6072           International Marketing (2 cr)
MKTG 6075           Pricing Strategy (4 cr)
MKTG 6078           Integrated Marketing Communications (4 cr)
MKTG 6082           Brand Management (4 cr)

Finance

FINA 6241             Corporate Finance Analysis and Decisions (4 cr)

Strategy

MGMT 6031          Industry Analysis and Competitive Strategy (4 cr)
MGMT 6032          Strategic Alliances (2 cr)
MGMT 6040          Globalization, Technology, and International Management (2 cr)

International Business

IBUS 5120              Vienna Seminar (4 cr)

Accounting

ACCT 6100            Financial Statement Analysis (4 cr)

Operations

OMS 6051              Service Management (2 cr)

MIS

IDSc 6442              Electronic Auctions and Exchanges (formerly:  Technologies for B2B E-Commerce) (2 cr)
IDSC 6490              Special Topics:  Information-Based Goods in the Network Economy (2 cr)

Career Path:  Marketing Research  

Highly Recommended Courses

IDSC 6490              Special Topics:  Business Intelligence (2 cr)
MKTG 6051             Marketing Research (4 cr)
MKTG 6055             Buyer Behavior (4 cr)
OMS 8652               Regression Analysis (3 cr)

Suggested Courses

Marketing

MKTG 6020           Advanced Logistics & Supply Chain Management (2 cr)
MKTG 6060           Distribution & Supply Chain Systems (4 cr)
MKTG 6072           International Marketing (2 cr)
MKTG 6073           Technology Marketing (4 cr)
MKTG 6075           Pricing Strategy (4 cr)
MKTG 6078           Integrated Marketing Communications (4 cr)
MKTG 6082           Brand Management (4 cr)
MKTG 6088           Strategic Marketing (2 cr)

International Business

IBUS 5120              Vienna Seminar (4 cr)

MIS

IDSc 6442              Electronic Auctions and Exchanges (formerly:  Technologies for B2B E-Commerce) (2 cr)
IDSc 6471              Knowledge Management (2 cr)
IDSc 6481              Managerial Decision Making (2 cr)
IDSC 6490             Special Topics:  Information-Based Goods in the Network Economy (2 cr)

Operations

OMS 6051              Service Management (2 cr)
OMS 6059              Quality Management and Six Sigma (4 cr)

Remember: 
Employers want more than functional skills. To differentiate yourself, consult the document Building Your Portfolio . There you will find suggestions for additional classes that can add international exposure, provide a strategic framework and build entrepreneurial skills, among others.