Individual Assignment 1 Essay

Maggie Blackburn
Prof. Stern Neil
BUS 418
29 September 2012
Individual Assignment #1

I have not declared my concentration in marketing, but I am interested in the different jobs marketing has to offer. For example, there are positions in sales, advertising, market research, brand management, and public relations (Lake 2009). Since I have not completely decided which direction I will take my career, I chose to research a topic of interest to me. I found that a job in advertising not only offers creativity, but it also allows for communication and travel. Through my research, I found that the field of advertising is extremely competitive but obtaining a minor in Graphic Design, Graphic Communication, or Computer Science can help ensure success. Some of the many jobs possible in advertising include media directors, creative directors, account managers, advertising specialists, and advertising managers. While you can find some entry-level positions locally, it is essential to have the ability to travel from place to place if you wish to further your career. In order to obtain an advertising job, the applicant must have a bachelor’s degree in marketing, management, or some related field (Parker 2011). In order to receive a promotion or a higher level position, experience in the advertising field is necessary. Total employment is expected to increase by 14 percent from 2010 to 2020, and jobs in advertising are expected to grow 16 percent from 2010 to 2020, about as fast as average for all occupations (“Projections Overview” 2012). The reason for this is because advertisers and marketers need to think creatively when coming up with ideas to sell their products to the public (Beyer 2010). In an age of social media and technology, ordinary advertising techniques are no longer as effective. Because of this, graphic designers will be highly desired. I am planning on getting a Graphic Communication minor to give me an edge against competition. Since I enjoy design, a minor in Graphic Communication will help me learn how to use the appropriate software needed for an advertising manager, such as Adobe Illustrator or Adobe Photoshop. Out of all of the jobs advertising has to offer, I am most interested in working my way up to become an executive account manager. An account manager “is to be the client’s representative at the agency, and the agency’s representative at the client’s organization. It is his or her job to get the best possible work from the agency for the client-but at a profitable return for the agency” (“Advertising Industry Careers” 2009). Currently at Cal Poly, I am interviewing for a job at the Mustang Daily as an Advertising Account Executive. This will give me experience in advertising, so that in the future, it will be easier to look for a job or internship. One company who is currently hiring Executive Account Managers is Black Box Network Services. They are looking for candidates who have a bachelor’s degree in business or a similar major. Additionally, they ask for a minimum of seven to ten years of experience in sales, data, and infrastructure solutions. It is also important to be proficient in Microsoft Office and have strong communication skills. Some of the duties of the job include developing business plans, detailing activities that will drive assigned sales and gross margin quotas, and conducting effective networking activities with professionals to maximize revenue (Cisco Systems 2012). Finally, they ask that prospects update their job knowledge by attending workshops and seminars.

SWOT Analysis
Strengths
M
I
R
Opportunities
M
I
R
Applicant is pursuing a bachelor's degree in marketing
3
3
9
Need to have a bachelor’s degree in marketing
3
3
9
Applicant has a marketing internship
2
3
6
Employee needs to have experience in sales or advertising
3
3
9
Applicant is obtaining a minor in Graphic Communication
3
2
6
Employee needs to be proficient in Microsoft Office
2
2
4
Applicant has a leadership

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