Official interpretations of the term (and today they have
accumulated several hundred!) Is more than serious. When it comes to increasing
the speed of production sales, successful promotion and getting
multimillion-dollar profits, somehow not joking. However, some definitions
still cause an involuntary smile.
"Marketing - satisfaction management by trade
demand." Or: "The implementation of business processes in the
direction of the flow of goods and services from producer to consumer."
After reading such literary gems know the secret of success of the founder of
marketing Philip Kotler's theory explained simply but tastefully
"Marketing- the art and science to choose the right target market to
attract, retain and increase the number of consumers, creating the buyer confidence
that he is the highest value for the company. " It would seem that
everything is clear and obvious, but ... As practice shows, the domestic labor
market are very few experts who can be called a pro marketing. The reason -
lack of knowledge, skills and low levels of training of the majority of
workers, occupying relevant positions in Ukrainian companies. Many are sure to
promote products, enough to read the textbook Kotler or graduate courses of
short-term profile. In fact, training in this area can be compared to a musical
instrument. Agree, it is impossible to become a great pianist, after listening
to Chopin waltzes and studied for two years in the music school. We'll have to
enter the conservatory, attending performances colleagues and well-known
performers, to understand the variety of musical directions and, of course,
constantly grind technique of playing the instrument. As a good musician,
marketer simply must get a quality education, and is not limited to a course of
higher education. In fact, training in this area can be compared to a musical
instrument. Agree, it is impossible to become a great pianist, after listening
to Chopin waltzes and studied for two years in the music school. We'll have to
enter the conservatory, attending performances colleagues and well-known
performers, to understand the variety of musical directions and, of course,
constantly grind technique of playing the instrument. As a good musician,
marketer simply must get a quality education, and is not limited to a course of
higher education. In fact, training in this area can be compared to a musical
instrument. Agree, it is impossible to become a great pianist, after listening
to Chopin waltzes and studied for two years in the music school. We'll have to
enter the conservatory, attending performances colleagues and well-known
performers, to understand the variety of musical directions and, of course,
constantly grind technique of playing the instrument. As a good musician,
marketer simply must get a quality education, and is not limited to a course of
higher education. deal in a variety of musical styles and, of course,
constantly grind technique of playing the instrument. As a good musician,
marketer simply must get a quality education, and is not limited to a course of
higher education. deal in a variety of musical styles and, of course,
constantly grind technique of playing the instrument. As a good musician,
marketer simply must get a quality education, and is not limited to a course of
higher education.
sales equipment
Relationship with higher profile education marketers over
ambiguous. Some certainly believe in the need for high school education, while
others grumble about the excessive theorizing useless in real market
conditions. Whatever it was, a university degree is still better to get.
According to employers, recruiters and human resource
managers, not all employees of marketing departments have specialized IN. Among
the many domestic experts engineers, linguists, educators, advertisers ... The
reasons for this discrepancy posts and "scabs" are simple. Firstly,
specialty "marketing" appeared relatively recently universities.
Secondly, the level of knowledge of graduates of specialized faculties poor.
They do not have the necessary skills of practical work, and sometimes even the
most basic knowledge of things and concepts! Not surprisingly, employers prefer
not to beginners and skilled, even without certificates marked
"marketing". Another thing - specialized higher education, backed by
years of experience (preferably in marketing, sales or advertising, even the
most ordinary positions, for example, promoter or agent). This qualified person
already on offer and decent salaries and career prospects.
Where to do? Specialty "Marketing" (
"Economics and entrepreneurship") gained popularity among students.
Today, it is represented in many institutions, both public and private.
Interestingly, the preparation of marketers engaged in even the National
Technical University of Ukraine "Kyiv Polytechnic Institute"
(specialization "industrial marketing"). Understand quite difficult
in numerous proposals of training programs, especially as they differ not only
cost, but also specialization, which depends on the university specifics:
administrative, technical, economic, advertising, production ... So versatile
marketing knowledge gives the Kiev National Economic University, where students
learn to analyze and forecast market situation, to develop recommendations for
the production of goods and the formation of their range, implement marketing
programs and pricing policies of companies. The list of items is quite
extensive and includes the social, political, general economic, legal and
technical disciplines (labor economics, human resource management, social
policy, productivity management, planning and analysis of organizations). From
the profile: strategic and industrial marketing, pricing, marketing, innovation
and product policy, marketing management. Promote art on the market in the
field of tourism services are taught at the Kyiv University of Tourism,
Economics and Law at the specialty "Marketing Tourism and Hospitality
Management". But to study economics and marketing media
What you need to know? The specificity of the knowledge and
skills necessary to work in the field of marketing, depending on the position
and duties. The Chartered Institute of Marketing (Chartered Institute of
Marketing, CIM), Europe's largest association of marketers identified key
requirements for educational baggage staff of relevant departments working at
the operational level. According to experts, specialists in positions brand-,
prodakt-, account manager, marketing manager or business unit must be able to:
use and analyze the
information market research, plan activities and define results;
make a marketing
plan, taking into account various factors and elements, to audit, to identify
and measure key parameters influencing the success of the results;
understand the
specifics and importance of marketing communications, as well as the way in
which all the elements are interconnected promokompany;
effectively manage
marketing activities, to be able to plan and monitor the implementation of
projects, to know and understand the mechanisms of interaction with other
marketing activities of the company.
Did you know? Unlikely to learn everything within the walls
of the university. Gaps in training will have to make up in practice, in the
course of direct work. Therefore, newcomers tend to key positions in the
company do not take and do not affect the decision-making, because their errors
are of a purely technical nature. According to the head of the International
Institute of Business Academic Programs Department Olga Karpova, a young and
inexperienced professionals give time to adapt to the company. To minimize the
possibility of errors in the work, employers organize training courses and
workshops. However, ongoing training is necessary and the staff with the
experience. After all, the higher the position occupied, the higher the price
will have to pay for the slightest mistake or inaccuracy.
To each according to his needs
If you want to achieve professional success, a higher
education will not be enough. Acquire new knowledge and improve skills, you can
use a variety of training programs, and not only domestic but also
international.
Many schools offer a long-term and short-term training
courses in the direction of "marketing." So specialized training
proposals can be found in the portfolio of the International Business
Institute, which since 1997 has been implementing the program of the Chartered
Institute of Marketing. Initially offered Certificate level of education (for
those who have had no experience in marketing). Today presented two programs
are more advanced - Professional Diploma and Professional Postgraduate Diploma
(corresponds to graduate).
Entry requirements. As explained in the IIS, each program
has its own target audience and the list of courses. Enrolls only students with
university degrees and work experience.
Professional Diploma in Marketing:
any BD + 2 years
experience in marketing or sales;
IN on marketing,
management, finance + 1 year experience in marketing or sales;
Some BD + 3 years
experience in marketing or sales.
Professional
Postgraduate Diploma in Marketing:
SІM Professional Diploma in Marketing;
6 years of experience in marketing and sales
(3 of them - in a managerial position).
Why do it? According to Olga Karpova, a diploma CIM - the
certificate of quality specialist, confirming its compliance with the international
standard of the industry. So, if you plan to build a career in marketing
(whether in Ukraine or Europe) without such training to do it is difficult.
Among the advantages of learning - the ability to enter into a professional
international community, access to resources and information to the
international labor market, continuously improve the knowledge and to
participate in various professional events. And of course it is important,
without going abroad, make an asset prestigious European diploma, effectively
combining work and study.
According to Professor
Olga Karpova, head of academic programs IIB Department:
Vocational training - the most important factor for
professionals working in any industry, and marketing - are no exception. This
is a key component of how to build a successful career and to work effectively
to achieve the goals set by the employer and each individual employee. In
addition, there is such a thing as "continuing professional
development"
(Continuous Professional Development). The specialist should
not and can not stop at self-improvement, even if reached high positions or top
manager manages the company.
Tips from online forums
I think the best way to become an expert in marketing - to
get to the sales department, which often take the beginners with no experience.
And having worked for at least a year, studying the specifics of the market and
the principles of promotion of the goods, it is already possible and to go
marketing.
Over the years in marketing I met a lot of good people
without professional education: translators, engineers and even ... primary
school teachers! So be sure to experience: training in a specialized
institution - not the indicator of professionalism. Unfortunately, often
already after a couple of minutes with graduates-krasnodiplomnikami arriving
for an interview, I understand that they do not know the most basic things and
even have no idea what will be doing at work.
A good start for a career in marketing - as an assistant
marketing plus training (in parallel) in the correspondence department. If
zarekomenduete himself a good specialist, you will get access to the "big
marketing". Also good to take part in any major research or strategy
project, but rather a few to make meaningful portfolio.
Unfortunately, the university marketing training program
overly theoretical. The same concepts are important for the profession as a
stress, a risk analyst and completely treated. What can I say, if the
university teachers can not really explain the differences in the functional
responsibilities of the various marketing divisions. So it is highly recommend,
besides the classic higher, get even, and business education. Without this part
of the path to true professionals ordered.
