Selecting the correct career path is a crucial decision with far-reaching implications. It is a choice that will shape your future, underscoring the importance of making an informed decision.
Over the next few weeks, The African Reporter will engage with business people, professionals, and other role players, focusing on a specific career field every week.
Through this, we aim to provide valuable guidance to our younger readers navigating their career choices. This week we give a platform to the marketing career. Pulane Swanepoel has been in the marketing industry for over five years.
“I worked in social media management throughout my studies, I have experience with account management, and I am currently an influencer marketing coordinator. My advice to someone that wants to follow in your footsteps is experience, experience, experience.
“Get experience as soon as you can. Many individuals in the marketing industry do not necessarily have a marketing degree, but they do have experience in the industry. Experience and a great network overpowers degrees in this industry, so get ahead while you can.
“If no one wants to give you an opportunity to build experience, create your own. Use what you have, online courses, create on social media, reach out to small businesses and offer them your services,” she said.
She mentioned that she previously studied a course in occupational therapy but simply knew that it was not what she wanted to do for the rest of her life.
“I am an example that you need to find out what your passions are for yourself, and not conclude it to what people think you should do based on who they think you are. I was told throughout my high school career that I should work with people in health.
“I went to so many job shadowing opportunities, open days, and even underwent aptitude tests, and the answer was always the same. I realised after high school that who you are as a 17-year-old choosing what you want to do for the rest of your life is not always who you truly are. It’s almost impossible for most people to make that decision at that young age.
“I realised in my early 20s that I love a desk, I love the corporate world and I still get to work with people. I describe myself as a structured creative, and in my career path have been able to use my strengths to create value for brands and consumers,” added Swanepoel.
What is marketing?
By definition, marketing is promoting a product or service, but I see it as more. I see it as storytelling. It’s about telling a story about the brand and how it can add value to someone’s life.
What do marketers do?
There are various roles in marketing. They are responsible for developing and executing strategies to promote brands, products and services. Maximising for companies. Some of these roles include social media management, research and data, public relations, copywriting, brand management, product development, and so on.
I am currently working as an influencer marketing coordinator. This entails the management of influencer campaign from scouting content creators, setting up briefs, contracting, insight collection, and analysing. Your role determines your day-to-day, there is no one way of being a marketer, but your goal stays the same.
Where can I study marketing?
There are various ways to qualify for marketing. You can do short courses; and get a certificate, diploma, or degree. Depending on what option you choose, you will choose your tertiary institution.
I studied at a private college and obtained a certificate in digital content creation as well as a BCom marketing degree. There is not just one qualification that will get you into the marketing industry. You can study communications, brand management, marketing management, and more. Depending on what field of marketing you would like to work in, I would suggest you choose the respective course, or you can do a general marketing qualification like I did.
How long does it take?
It depends on which route you take. In total, I studied for four years to obtain my certificate as well as my degree.
What high school subjects do I need?
There aren’t specific subjects you need, but I would strongly advise subjects that are business related like business studies, economics, and any other subject that your school offers, but once again this is not required.
I had science subjects and still qualified. If you do not have mathematics, you will need a specific percentage for mathematics lit so make sure you know the requirement for the specific institution you would like to apply for.
Are there different types of marketers?
Yes, there are:
• Digital marketers: they use digital channels to market products or services. Their roles include managing the organisation’s social media accounts, and website and creating online promotions for the business or brand.
• Content marketer: Specialises in the creation of interesting and relevant content. Good content answers questions about the company’s products or services for potential customers.
• Brand marketer: Focuses on building a brand for a business. Their role is to make sure potential customers perceive the brand well.
• Inbound marketers: these marketers help potential customers find a business by devising strategies to acquire leads. The role involves gaining an understanding of the needs of customers, and based on those needs.
• Product marketer: responsible for the positioning and messaging around a product or service.
• Social media marketers: they are the front line of business communications. Often the first to hear of complaints.
What are the roles and responsibilities of a marketer?
To name a few, this includes:
• Customer relationship management: building and maintaining relationships with customers.
• Collaboration: Working well with other departments.
• Staying updated: Keep up-to-date with the latest trends in marketing.
• Budget management: manage marketing budgets effectively.
• Price strategies: implement while developing pricing strategies.
How does marketing and sales work together?
Marketing and sales go hand-in-hand as the ultimate goal of marketing is to produce sales of products or services. There can be mini goals like brand awareness and brand engagement but ultimately the goal is to acquire sales for the brand or business.
Where do people in marketing work?
Once again there are various options. You can work directly for a brand or business as part of their in-house marketing team, or you can work for an agency through which brands and businesses outsource their marketing efforts. You can also be self-employed as a freelancer or business owner yourself, where you offer your services.
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