Organisations develop marketing strategies to promote themselves to the public and other organisations, and raise awareness of what they have to offer. Marketing has become a key business activity for all organisations.

The marketing process involves:

• People – researching customers’ characteristics and needs
• Product – designing and testing the product so it’s right for the market
• Price – setting a price that isn’t too high or low
• Promotion – creating a brand image, advertising, marketing and public relations
• Place – getting the product to the customers at the right place and time

What's involved in marketing?

Marketing involves product planning and development, market research and analysis, and publicity, advertising and media work.

Typical tasks include:

• producing and developing marketing materials
• communicating with customers via e-mail or mailshots
• organising presentations, press events and exhibitions

Read the marketing manager job description.

Trends in marketing?

The digital revolution is impacting increasingly heavily on the marketing world as companies seek to identify individual tastes and tailor their messages to target different audiences.

Internet marketing, in particular, grows year on year as the technology continues to drive and reflect consumers’ changing shopping patterns.

Techniques such as experimental marketing, where the product becomes part of the audience’s lifestyle, are also becoming crucial elements of a sophisticated marketing mix.

Direct marketing still plays a key role in developing one-to-one relationships with customers, while tried and trusted sales promotion techniques continue to be featured strongly where tactical sales pushes are required.

Graduate opportunities in marketing

Graduate-level marketing jobs are spread throughout the UK, but many are concentrated in London and the southeast of England.

There are graduate vacancies in the marketing departments of large organisations, but it is important to look out for opportunities with smaller employers too. Agencies and consultancies usually look for candidates with a certain level of experience.

Search for marketing jobs.

Making applications

Employers look for:

• evidence of skills such as communication and teamwork
• business awareness
• personal qualities, such as the ability to build a rapport with clients
• work experience.