Marketer(From English marketing - sale, trade in the market.) - a specialist in studying the market, the needs and preferences of consumers. In a broader sense, a marketer is any specialist working in the field of marketing. The profession is suitable for those who are interested in economics, psychology and social studies (see choosing a profession for interest in school subjects).

Marketing- managing the creation of goods and services, and the mechanisms for their implementation, as a single complex process.

Features of the profession

The marketer evaluates whether a particular product will be in demand and why, suggests ways to promote the product, evaluates the actions of competitors (features of their products, pricing policy), organizes the work of a research team, monitors the industry and analyzes the results, finds out the preferences of buyers, gives recommendations to the manufacturer /seller.

This profession appeared in Russia relatively recently, after perestroika, when saturation domestic market goods combined with a decline in wealth. Successful trading required a thoughtful professional approach.

But even now the profession of a marketer does not lose its relevance, because. Competition in the market among producers of goods and services is getting tougher every year. The work of a marketer begins long before a product goes on sale. Even before the start of production (in trading companies - long before the decision to purchase), the marketer must determine who the product will be designed for, what is the potential market capacity, analyze the activities of competitors, etc.

A marketer, as already mentioned, organizes and manages the advertising and PR activities of the company, both outside and inside. However, in large companies this work is too much for one specialist - it can be performed by a whole department, which includes: an analyst, a marketer-economist, a product manager, an event manager, a BTL manager, a brand manager, a marketing director.

Analyst- Collects data and analyzes it.

Marketer-economist- deals with pricing issues. At the same time, it takes into account data on cost, demand, competitor policies, etc.

Product Manager usually conducts market analysis, is engaged in activities to promote the company's product, analyze competitors' products. He must understand the intricacies of the product, and even better - have the appropriate education. For example, when designing and selling clothes, the product manager is required to know the basics of fashion design, clothing production, etc.

Event manager is engaged in planning, preparing and conducting events to promote the company's products, exhibitions and promotions, press conferences and other corporate events.

BTL manager- organizes promotions of the company, for example, tastings.

Brand Manager- Senior position in the marketing department. He manages the marketing department, coordinates the work of all its specialists, plans the organization of advertising campaigns, analyzes the market and the competitive environment, determines sales plans and monitors their implementation, develops strategies aimed at making a profit, conquering and retaining markets.

The merchandiser and promoter are also related to marketing.

Merchandiser- Responsible for product promotion activities directly in outlets(puts goods on the shelves in a certain way, places promotional materials, etc.). In doing so, it takes into account typical behavior a person who came for shopping, features of the distribution of consumer attention, etc.

Promoters- draw the attention of potential customers to a product or service by handing out flyers, samples for tasting, etc.

Marketing training

We invite you to familiarize yourself with our list of economic and financial universities in Moscow.

In addition to basic education, courses, trainings and programs on the standards for making reports, presentations, etc. are useful. You can take them at one of the universities that conduct additional education programs.

If a marketer is applying for managerial positions, then an MBA degree (Master of Business Administration (Master of Business Administration) is preferable to certificates from numerous courses, seminars and trainings.

On this course, you can get the profession of a marketer in 3 months and 15,000 rubles:
— One of the most affordable prices in Russia;
– Diploma of professional retraining of the established sample;
– Education in a completely remote format;
— The largest educational institution additional prof. education in Russia.

Russian Institute vocational education"IPO" - recruits students to receive a specialty through a distance program professional retraining and advanced training. Studying at the IPO is a convenient and fast way to receive distance education. 200+ training courses. 8000+ graduates from 200 cities. Short deadlines for paperwork and external training, interest-free installments from the institute and individual discounts. Contact us!

universities

B&D - recruits on . The program is aimed at vocational training marketers, Brand-managers, Product-managers, sales managers. A marketer can work in any company, open his own business or be an invited expert. Training is aimed at the formation of professional skills and competencies, the development of a non-standard creative approach to solving problems. 3 minutes walk from Prospekt Mira metro station.

Workplace

Marketers work in the marketing departments of production and trade enterprises- both in medium business and in transnational corporations.

Also, the marketer can work with marketing agency, which provides services to businesses that do not have their own marketing department.

Salary

Salary as of 08/05/2019

Russia 20000—80000 ₽

Moscow 50000—120000 ₽

Important qualities

You need an analytical mindset, the ability to work with a large amount of information, good intelligence, tenacious memory, and activity.

Leadership skills are required to lead a department.

Knowledge and skills

For analytical work, a marketer needs knowledge and skills in the field of building models, forecasts, working in specialized programs, deep knowledge and experience in using Excel, various methods, such as WACC, ROIC, EVA, DCF, CVA.

Knowledge is almost always required of English language. This is also justified by the fact that most of the necessary literature has not been translated into Russian.

Career options

Marketing can be entered from several starting positions:

• through any of the main components of marketing (research, analytics, product, brand, trade);
• through sales, finance, advertising, PR, logistics.

“Allied workers” are in high demand - specialists with experience in two or more areas.

Medium in scale Russian companies generalists are required. They are more in line with the concept of "marketer" in the minds of the leaders of such companies. In this case, you need to be able to independently conduct research, participate in the development of new products, engage in branding, sales analysis, develop a strategy, marketing programs and promotions, order and control advertising.

A marketer specializes in studying the market of supply and demand, organizes the promotion and sale of a particular product of the company. Each organization that is interested in increasing sales and its development, producing any services or goods, needs a specialist who studies the taste preferences of end consumers and is able to establish a trusting relationship with them. The profession of a marketer occupies an important niche in market relations, while it has its pros and cons. A qualified specialist, with a competent approach and analysis, is able to significantly increase the company's profits by increasing sales. Marketer - promising profession with career growth opportunities.

Where to get an education?

Now in most universities there is an opportunity to study marketing. Also, students who have received a diploma in sociology or economics find work in the field of marketing. To be a specialist, you need to know the base of economic, trade relations, sociology, production history, psychological, legal sciences and statistics, have basic knowledge in the advertising field. A good marketer handles office equipment like “you”, while a plus in this profession is knowledge of the English language.

Getting education in the field of marketing, students study the following disciplines:

• trade management,
• organization management,
• sales planning and organization,
• marketing innovation.
• e-commerce,
• essence of business planning,
• industry trade,
• trade research,
• decision-making methodology,
• and others.

Professional quality

Each specialist working in the field of marketing must have certain professional qualities. Below is a description of the required personal characteristics.

• leadership qualities for effective management a large group of people a person must be an undoubted leader,
• have an analytical mind
• the ability to process a large amount of information,
• be erudite and have an "inquisitive" mind,
• have a good memory
• have the ability to work hard
• be communicative and be able to communicate with different kinds of people,
• be a good diplomat.

A person can develop any necessary quality in himself on his own, just as you can get rid of any minuses.

Positive aspects of the profession

The main advantage of the marketing profession is its demand. A person who is sincerely interested in building a career in marketing can always find workplace to realize their professional ambitions and knowledge. Any company resorts to the services of these specialists, from trade and production companies to advertising agencies.

The advantages of the profession do not end there. A marketer is a specialist who can provide his family with financial independence. Specialists on average receive a salary of 50 thousand rubles, while a good marketer can significantly increase his monthly income, subject to constant personal growth.

Another advantage of the profession is a good opportunity to build a career. Young professionals can find work as an assistant in a company where they can gain experience for further advancement. At the same time, a certified marketer has the opportunity to choose suitable companies for him in various fields of activity.

Marketing departments are now in any company interested in making a profit. Therefore, this is another plus in this profession, since there is a workplace for every marketer.

Negative aspects of the profession

With significant pluses, the profession also has its minuses. To be a professional in their field, a marketer needs to understand various areas, and for this it is necessary to study a large number information. At the same time, the downside is that large amounts of information will need to be absorbed every day. The market and consumer desires change day by day, and in order to stay afloat, a specialist must track all these changes daily.

Most people are accustomed to a regular working day from 9-00 to 18-00, but if you have chosen the field of marketing, you will have to face the need to be at work almost 24 hours a day. Such a rhythm of life is also a minus, since not everyone can cope with it. However, if the work is beloved, then all these disadvantages cease to matter.

Marketing is a profession that requires great responsibility, but this cannot be attributed to the minuses, rather it is an opportunity to strengthen one's character and develop mindfulness.

Where to find a job

The sale of goods or services by a company makes a marketer in demand in almost any field. Here is a description of the areas of activity where a specialist can find a suitable vacancy.

1. Commodity production organization. The marketing department analyzes the market and the work of competitors, and offers the most profitable ways to sell and offer. At the same time, his duties may vary depending on the field of activity of the organization for which he works.
2. Merchandising - work is aimed at increasing sales through improving the visibility of the product and its recognition. It is important to indicate that the product is available to everyone. Such work is manifested in the correct display of goods, promotions and placement of information about the product in an accessible place.
3. A trade marketer is the most popular position in the marketing industry. It is associated with an increase in the saleability of the product and an increase in its recognition.
4. Work in advertising agencies. One of the most interesting areas marketing activities. Work for creative people who are ready to work hard and do it with love. Here the specialist has a good opportunity for growth both career and personal. The thing is that this industry is associated with large amounts of information, meeting new people, attending various events and, in addition, non-standard solutions to the tasks.
5. Internet marketer. In order for the company to stay afloat, it is important to follow current trends. Often, online advertising gets a much higher return than traditional advertising, while having lower budgets. Therefore, to be a professional in their field, a specialist must be well versed in Internet promotion trends.

Job Responsibilities

The range of duties of a specialist directly depends on the area in which he works. The main activity is the analysis of the market and the needs of customers. Based on this, he already decides which product will be in high demand and why. A marketer processes information in special programs, draws up graphs, works with statistics, gives a forecast and recommendations.

An ordinary marketer has a wide range of responsibilities, this may include:

• control over the prices of goods sold,
• competitiveness assessment,
• analysis of the current state of the market,
• collection of information about competitors,
• determination of purchasing power,
• determination of the direction of work in the market.

The responsibilities of a marketer-economist include price forecasting and positioning of a particular product. A high-level marketer is able to work in the field of investment and business plans, offering the necessary recommendations after collecting information. At the level leadership positions marketing and advertising are combined. "Profit" advertising itself gives only after a thorough analysis and subject to the display of its target and interested audience.

The advantage of working in this path is the opportunity to realize oneself in various fields, but this can also become a minus, since various official duties require professionalism in all areas, which means that you will have to invest a lot of time and effort in order to have the necessary skills. However, it should be understood that any profession has disadvantages, therefore, due to minor shortcomings, you should not give up a career, especially if there are still more advantages in it.

The profession of a marketer will always be popular. Every year everything more businesses go into trade, for example, banks have moved from the sphere of simple service to the sphere of sales. A highly qualified marketer can become a part of any company. Marketing, like any other profession, has pros that outweigh the cons.

In fact, a marketer is an interesting profession that requires both a creative look at the situation and an analytical mindset. Marketers are studying the market, buyers, trying to find out exactly what services and goods will be in demand by buyers. Based on the research, new products are developed that are brought to the market by specialists. It will be quite interesting for people with the profession of a marketer. Its description can be found on the website of any university that trains bachelors or specialists in the field of marketing.

How did the profession of marketer begin?

Marketing is a relatively young profession that appeared in the middle of the last century. At some point, it became crowded for enterprises within the existing territory, where everyone who wanted to became clients of a particular company. Entering a company on a national or international level is not an easy task. So there was a need for specialists who could collect information and analyze the current economic situation in the regions, assess the population.

What is the job of a marketer?

What does a marketer do? The marketing specialist works in several directions. Searches for free market niches that are attractive to the company, brings products to the market, manages life cycle goods. In large companies, there are various specializations: art manager, analyst, brand manager, BTL manager, marketing research, marketing director, event manager and others. Professionalism comes with experience in this field. Therefore, any marketer needs to engage in self-education: take part in forums, conferences, read specialized literature. Then the marketing specialist will be able to be even more useful to the enterprise, and therefore, count on the appropriate payment for his work.

Consumers sometimes get lost in a store when they see a storefront with large quantity similar product different manufacturers. The selection process will be less difficult if the consumer knows any information about the brand, has friends' reviews about the quality of the product, and has seen advertising. In this case, perhaps even on the machine, a decision will be made to purchase a particular product. Questions product range and pricing is also handled by the marketer.

Marketing is a profession for freelancers. They usually offer their own consulting services or carry out individual, one-time projects for customers. The main clients of freelancers are commercial, individual entrepreneurs, startup developers.

Profession type

A marketer whose profession belongs to the type of “man is a sign” associates his work with sign information. These are all kinds of calculations, tests, tables, figures. Logical abilities are required, there must be an interest in working with information, the ability to concentrate must be present in a specialist in the field of marketing, perseverance and developed attention, the ability to operate with numbers. Also, the practice of a marketer will show that this work also belongs to the “man-to-man” type, since it is associated with interaction and communication with people. Therefore, it requires the ability to establish and maintain contacts, to be an expert in human relationships, to show contact, sociability and activity. Belongs to the class of heuristic profession "marketer". Its description is as follows: work is supposed to be related to research, analysis, management of other people, control and planning. It requires a fairly high erudition, the desire for development, original thinking, constant learning.

Job Responsibilities

The main marketer - meeting the needs of consumers with maximum benefit for the company. To do this, it is necessary to study and identify the unmet needs of potential target audience, after - to create a product that will be most suitable for its characteristics to the buyer.

What does a marketer do

• Develops a set of measures for the production of goods, services that find a market and the maximum possible demand. Interesting work for extraordinary people. A marketer performs many tasks and jobs, both in and out of the office. Due to this, there is no feeling of routine and monotony.
• Promoting the harmonious development of both the service sector and production, if it takes place. Preparation of reasonable proposals for choosing or changing the direction of development of the entire enterprise as a whole or any individual element of the marketing mix.
• Participation in the development of the enterprise, creating conditions for the systematic sale of goods or services.
• Forecast of sales volume and formation of consumer demand.
• Studying the market for similar goods and services, analyzing demand and consumption, motivation, activity of competitors, market development trends.
• Analysis of the competitive environment, taking into account ongoing changes in the customs, tax, pricing policy states, competitiveness, speed of implementation and other factors.
• Ensuring efficiency entrepreneurial activity, income and profit growth.

Qualification Requirements

The employer has a number of fairly stringent requirements for the applicant for the position of marketer. Requires, as a rule, a completed higher education in the field of marketing, economics, sociology, information technologies or statistics. It's a difficult job that requires perseverance. A marketer must have an excellent knowledge of the basics of statistics, have analytical skills, skills in working with special programs for collecting and processing information, large amounts of information. To professional qualities marketer, recruiters attribute sociability, attentiveness, dedication, structural and analytical thinking, observation, initiative, good memory.

A marketer needs to be able to collect, process and analyze the information received. Sociologists are good at this. This includes collecting information about the market on the Internet, conducting focus groups, customer surveys, observation, testing a package or a running commercial, and more. The study of competitors can be carried out using special technologies market analysis well-known by economists. To be a successful marketer, you need to have a special type of mindset. Some call it business philosophy. commercial enterprise, which sets itself the main task - meeting the needs of consumers, implements the marketing style of doing business. This is what a marketer does in an enterprise.

Marketing salaries

Russian recruitment agencies they say that on average a novice specialist with little or no work experience earns from 300 to 500 dollars a month, a marketer with experience already from 500 to 2000 can expect a salary of 1500 to 5000 dollars, and a marketing director - 3000 - $10,000 per month.

Medical contraindications

There are some medical restrictions for people who want to work as marketers. These are diseases nervous system, mental disorders, diseases of the cardiovascular system, dysfunctions of the musculoskeletal system.

A marketer is engaged in the study of markets, tastes and preferences of buyers, current and future trends. Today, the vast majority of large companies use the services of marketers who carefully study the needs of buyers in a particular industry. Exist different approaches market analysis: competitor monitoring, target audience survey, etc. Based on the information received, the specialist makes a forecast and develops the future strategy of the company.

Any organization that sells goods or services uses the services of marketers if management is interested in increasing demand.

The development of modern technologies has further popularized the profession of marketer. Analysis of the target audience in the Internet segment has become an invariable area of ​​work for consulting companies that study trends in a particular industry.

What does a marketer do

The profession of a marketer involves a lot of responsibilities, especially when it comes to a large company. In such a situation, a PR department is formed, which includes: analysts, product managers, brand managers, event managers. All of them are engaged in a certain area of ​​\u200b\u200bwork, the main objective which - collection and analysis of information, preparation advertising campaign to create an attractive product image.

Consider the main responsibilities:

• monitoring the current situation on the market, creating a strategy based on the data received;
• work on the attractiveness and recognition of the brand;
• coordinating the creation of an effective advertising campaign;
• the effectiveness of the sale of goods in a particular outlet;
• placement of advertising materials in online publications, on television and print media;
• participation in forums and exhibitions.

Competent specialists are needed at any stage of company development. AT recent times The profession of marketer has become in demand not only as a staff member in the organization, but also among new consulting companies engaged in market research on an individual order. Work in marketing companies is not always permanent, often, the staff is recruited to carry out a separate project. The salary in this case exceeds the fee of a full-time specialist several times. Only highly qualified specialists with both theoretical and practical experience research.

The salary of a PR specialist depends on the region and the scope of the study. In small organizations, a novice specialist can be offered a monthly salary of 300-500 dollars, in large companies and banks, the salary ranges from 700-900 dollars. In foreign consulting companies We are ready to offer a fee from $2,000, but extra-class specialists with a high level of knowledge of foreign languages ​​work here.

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Pros and cons of being a marketer

Advantages:

• in the next few years, the demand for competent specialists will grow steadily. High prospects for the profession;
• suitable work for active and creative people: constant communication, meeting new people, attending events;

Flaws:

• it is difficult for a university graduate to find a job in his specialty;
• a marketer should not only research the market and make suggestions, but also engage in the implementation of new ideas in life;
• under the guise of official employment, some companies promote work in the field of network marketing.

The profession of a marketer requires extensive knowledge not only in marketing, but also in economics, management and psychology. Open vacancies, as a rule, are closed within 3-4 weeks, but practice shows that highly qualified specialists are 2 times less than vacancies. You should not respond to offers "in the field of marketing", it can often be cheap network company or low-paying public opinion research work.

Modern society dictates its own rules. With the advent of new technologies, new professions are also emerging. One of them is a marketer.

Why do you need a marketer?

A marketer is a specialist who studies market demand and offers for certain services or goods.

Any company that produces any product or offers various services needs an assessment of consumer demand. Management needs to know what is required potential clients, what price they are willing to pay, what quality of goods the buyer of goods or services expects.

In addition to direct demand, the enterprise needs information about competing firms, their products, the quality of goods produced and pricing policy.

The job descriptions of a marketer require mandatory adherence to all regulations and laws approved by law.

Thus, the position of a marketer is always present at a large manufacturing plant or a service provider.

As it was before?

But it turns out that marketing is not a modern invention. Back in the days of merchants, there were special people who traveled to villages and cities and found out information about what exactly people in a given area lack.

So the merchants could protect themselves from excessive spending and not carry the goods that people do not need. Isn't this a modern marketing ploy? And when the necessary goods were still brought, and praised with suitable words, then no one could resist.

This is how modern businessmen operate. Collect data about needs and compose appropriate words. Everything, the goods are not stale on the shelves.

Responsibilities of a Marketer

Main and main task any marketer is to study the market situation.

In addition to the immediate current state of supply and demand, it is necessary, through analysis, to predict the future situation and possible steps for the successful operation of the company. But this is not only what the marketer does.

His duties are not too extensive, but the responsibility for the success of the organization is great.

So, the direct responsibilities of a marketer include:

• Calculation of forecasting demand for goods.
• Tips, recommendations for improving product characteristics to increase sales, as well as development of product recognition by a large number of segments of the population.
• Participation and coordination effective advertising product.
• The marketer's area of ​​responsibility includes merchandisers, to whom he gives instructions on the layout and correct placement of the product on store shelves.
• In addition to studying and forecasting the market, marketers develop sales strategies and put it into practice.

In addition, people of this profession take part in presentations and exhibitions of products or services produced by the enterprise. They also participate in the preparation of articles for newspapers and magazines.

If the company has its own website on the Internet, a marketer also contributes, whose job responsibilities include advice on how to properly and profitably present the product on the network.

I will go to marketing

If you want to promote goods and services, have a sharp mind and flair, then you should think about a career in marketing.

To be eligible for this position, it is desirable to have a higher economic education. Sociological studies will also do, but most likely courses in economic disciplines will be needed.

Sociologists have the skills to communicate with people, study and collect information, put it on the shelves. But the position of a marketer involves the calculation of sales forecasts. And this requires some economic knowledge.

Now, many universities, focusing on the market, have introduced a direct direction for the training of marketers, after graduating from which, students have all the necessary skills and knowledge.

But even if not higher education, the path to marketing is not closed. If you do not have the opportunity to study, but there is a desire to work on this path, you can get a job in any advertising agency.

Of course, at first you will be, so to speak, on errands. But having got into this world of advertising and product promotion, helping in projects and feeling the first successes, you will very soon know and understand a lot. And there is not far from career growth.

Large enterprises with dynamic development will willingly take a marketer, even without the appropriate education, but with extensive experience in product promotion and knowledge of all the intricacies of advertising services. In addition, such a specialist is familiar with advertising, so to speak, from the inside.

Basic requirements for applicants

• Good market orientation of the researched product.
• Analytic mind. Ability to collect and analyze information, compiling competent reports.
• Knowledge of basic PC programs and knowledge of the basics of working with office equipment.
• Clear, fluent speech. Both oral and written.
• Presentable appearance.
• Higher economic education or experience in advertising agencies is desirable.

Some organizations, depending on their specifics, may put forward additional requirements.

What else is useful?

Since often the tasks of a marketer include attending presentations and exhibitions, often held in different cities, the applicant must be prepared for frequent business trips.

If the company works with foreign partners, the marketer must be proficient foreign language. Knowledge of English is often required, but there may be other options.

In addition, due to frequent trips, a driver's license is required. But a company car is usually provided.

Personal qualities

If you want to take the place of a marketer in a large developing company, then in addition to direct education, some personal qualities. Without them, it will be difficult to promote the product and, accordingly, make a career in this field.