How to become an expert in the field of marketing

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.