Marketing professionals must be hard-working and personable.
Marketing development can refer to a number of business responsibilities, including new business development, fundraising or development of marketing plans. Depending on the size and scope of an organization, each of these duties may fall within the marketing department's responsibility. At smaller organizations, one person within the marketing department may perform aspects of all of these jobs.
New Business Development
New business development refers to the act of finding non-customers and persuading them to become customers. At a retail level, this encompasses aspects of advertising and promotion--such as advertisements designed to build product awareness or coupons to encourage a trial. At a business level, such development refers to cold calling or finding prospective buyers through referrals and other sources. From there, a business development officer or salesperson would call on the prospect to identify his needs, discuss available products and hopefully--during that meeting or in the future--convince that prospect to become a customer.
Fundraising
A common term for fundraising in the not-for-profit world is "development," and this activity frequently will fall with the marketing professional. Development activities net the lion's share of funding for many not-for-profit organizations and may include special events, raffles, letter-writing campaigns, and--of course--solicitation of corporate sponsorships. To enjoy working in development you need to truly believe in the mission of the company, be good at building relationships and tenacious in your follow-up.
Developing Marketing Plans
Developing a marketing plan deals with how you position your company and products in the marketplace and how you operate daily to attract and retain customers and develop a strong brand. Such planning includes resource allocation, marketing goals, pricing, product placement, customer support, promotion, distribution and more.
Developing marketing plans can be exciting and challenging. However, these tasks are generally the purview of management-level employees. In an entry- or mid-level job, you may have an opportunity to assist with planning. If you discover an affinity for this work, you may pursue a management position or a career as a consultant.
Jobs in the Field
The Bureau of Labor Statistics (reference below) indicates that marketing job growth is on par with other parts of the economy. Depending on the size of a company, there may be just one marketing employee or there may be hundreds. Larger organizations include more layers, potentially providing more opportunities for advancement from a staff level to a supervisor to a manager. Creativity is necessary to the job, as is being sociable, long hours and travel.
Experience and Expectations
A bachelor's or master's degree in communications, marketing or business will provide the best educational background for a career in marketing. Internships and entry-level jobs are crucial at the start. Every company is different; however, marketing tends to be a field that recognizes and rewards those who work hard, volunteer to take on additional assignments and share their creativity freely.
If you join a large company, expect to specialize and hone significant skills in one specific area of marketing (e.g., sales development, research, fundraising, etc.) If you join a small organization--such as a not-for-profit--you may be asked to do all of these tasks and more as part of your job. This can create a broader skill level and provide different opportunities for the future, albeit at a lower pay scale.
Tags: business development, Depending size, development refers, marketing department, marketing plans, organizations include