Steps for Developing a Marketing Career

Introduction:
The Office of Career Development (OCD) created the Career Path series to assist students with the career
search process. Each Career Path handout examines a common business functional area in which Stephen
M. Ross School of Business graduates pursue jobs each year. The first four steps of OCD’s recommended
career search process are detailed for each specific business field.

This handout includes the following sections:
* Marketing Overview
* 4 Steps of The Marketing Career Search
* Brand Management Resume Tips
* Commonly Asked Interview Questions
* Timeline of Marketing Career Search Process
* Bibliography of Information Resources

MARKETING OVERVIEW
Ross School of Business Statistics
The Ross School of Business is considered a strong “brand management” school, with most top
marketing firms recruiting on-campus, including companies on both coasts and in the Midwest such as
P&G, Kraft, General Mills, PepsiCo, Nestle, J&J, and Clorox. In addition, Ross is also highly regarded
for both Healthcare and Technology marketing. Both the faculty and the Marketing Club contribute to
students’ success b working closely together to ensure that courses are relevant and beneficial to careers
across the marketing function. In 2010, a total of 25.5% of Ross graduates accepted positions in a
marketing function, with 15.5% choosing a role in product management, 5.2% accepting positions in
other marketing roles, and 1.8% going into general marketing.

Successful marketers must possess many of the same skills as a general manager. Therefore, students
interested in entrepreneurship or general management may also want to consider starting their post-MBA
careers in marketing. Research and self-assessment tools available through OCD will help students to
better understand their long-term career objectives as well as help clarify the advantages of each career path.

Job Descriptions
Product and Brand Management roles in all industries use general management and marketing skills to oversee the development of a product or service throughout various stages of its life cycle. Marketers develop marketing plans to set positioning, pricing and strategic direction for products/services. They also design and implement programs to improve brand equity through innovation and advertising and increase profitability by identifying ways to become more efficient. In addition, marketers facilitate communication with partners and customers along the distribution channel. Finally, marketers collaborate with and lead cross-functional partners, driving teams toward common marketing goals and objectives