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Marketing

Do you enjoy thinking strategically and solving problems? Do you have a “can do” attitude, enjoy working on a team, and perform well under pressure? If so, then a career in marketing may be for you.
Claire Binder ’17 working at a desk.
Marketing is a management process that emphasizes the value or concept of a product, brand, or service by developing a strategy that targets consumers and/or businesses. In addition, marketing is a primary function of many diverse industries. (e.g., sales and finance, healthcare, retail, sports, and media communications) and can be divided into three main fields: communications, consulting, and research.

Colgate Professional Network

The Marketing, Media and Communications Network is designed to bring together students and alumni with a shared interest and experience in the communications field.

This network is for anyone interested or working on the creation and delivery of messages, information, and images to a wide variety of audiences via print, electronic, broadcast, and live.

Marketing

Headshots of Laura Hartpence and David Loveless

Questions

Call 315-228-7380 for an advising appointment.

Explore Careers

Industry areas
Marketing Communications
Marketing communications (also known as promotional communications) is a subset of marketing that includes the integration of images, copy, and other media materials to promote a single message about a service, person, or brand. Communication specialists, managers, or marketing coordinators are, oftentimes, involved in cross-communications between other departments. They must assist with the creation, conception, development, editing, research, and purchase of materials. They may also be involved in sales strategies, client relations, new business developments, and public relations depending on the needs of the client or organization.
  • Entry-Level Positions: Assistant Account Executive, Brand Assistant
Marketing Consulting
Marketing consulting is the management of a full-cycle marketing plan that includes identifying a business problem, making recommendations, and initiating action. Consultants are highly skilled professionals (20-30 years experience) and are typically self-employed and/or business owners of a marketing consulting firm. Nonetheless, there are entry-level consulting opportunities depending on the type of consulting firm.
  • Entry-Level Positions: Business Associate, Analyst, Staff Consultant
Market Research
Market research is the design, collection, analysis, and reporting of data and findings specific to a business problem. Market researchers conduct, both qualitative and quantitative research focused on the consumer, company, or competitors to support new product developments, communications, and overall consumer satisfaction. In short, market research occurs at the inception of a marketing plan to inform pricing, product ideas, promotion locations, and distribution.
  • Entry-Level Positions: Market Research Analyst, Market Research Coordinator
Resources for further exploration
Vault Guide to Advertising and Marketing: Log in or create an account (you will need to create an account using your Colgate e-mail address to view this content) and then find “Advertising and Marketing” through the search box or in Industries & Professions – There are links to pages for many specific professions at the bottom of this page.

Prepare

Information, tips, and strategies to help prepare you as an undergraduate
General tips
  • Be specific about the type of marketing experience you are seeking during a phone screen, in an interview, and on your résumé. Don’t be too concerned with specific job titles, but try to explain what it is you’re good at, or what you’d like to do.
  • Start by gaining an internship in advertising, a public relations department, or a management consulting firm (larger firms offer management trainee programs).
  • Join a campus club or organization to develop marketing basics (e.g., creating promotional materials, data collection, and program management).
  • Network, Research, and Follow - The marketing field is built on personal and professional connections; therefore as an intern or entry-level employee, get to know the business and the opinions of marketing experts by scheduling informational interviews and conducting research via social media.
Résumé advice
Interview advice
spotlightoncareers.org/career/sales-marketing/interview-skills/ (for username and password, please contact Career Services)

CaseQuestions.com- Case interviews are a way for companies to test your smarts. In order to nail the case you need to know both how to prepare and perform. CaseQuestions.com will help answer a lot of your questions and get you started (you will need to create an account using your Colgate e-mail address to view this content).
Helpful skills
  • Writing and technology skills
  • Ability to use social media,internet and mobile technology
  • Sales experience
  • Creative problem solving skills
  • A “can do” attitude
  • A team player
  • Enthusiasm
  • The ability to work under pressure with strict deadlines.
Buzz words
Be familiar with these terms and use them in application materials and networking conversations.
Source: American Marketing Association.
  • Positioning: The place a product or brand occupies in a market segment.
  • Trade area: A geographic sector containing potential customers for a particular retailer or shopping center.
  • Return on sales (ROS): An indicator of profitability used to compare companies and industries of differing sizes.
  • Business to Business (B2B): A business that markets its products or services to other businesses.
Industry news and trends
Vault Industry Guide:
Log in or create an account (you will need to create an account using your Colgate e-mail address to view this content), find “Advertising and Marketing” through the search box or in Industries & Professions, and check out “The Industry Today” and/or “Current Trends and Issues” in the left sidebar.

Trade Publications: Twitter accounts to follow and marketing blogs to read: A comprehensive resource to review other professional associations: KnowThis.com
A sampling of relevant Colgate coursework
  • ECON 105, Principles of Accounting
  • PSYC 170, Brain & Behavior
  • ECON 251, Intermediate Microeconomics
  • PSYC 263, Social Psychology
  • ECON 314, Industrial Organization
  • PSYC 261, Personality Psychology
  • PSYC 364, Human Motivation
  • PSYC 353, Visual Perception & Cognition
  • SOCI 222, Media and Modern Society
  • SOCI 375, Media and Politics
  • ANTH 374, Anthropology of Media
  • ANTH 359, Corporations and Power

Alumni Advice

Headshot of Andrew Flannery '88
Current Title and Organization:
Director of Administration, University of Washington Center For Precision Diagnostics

Major at Colgate:
Philosophy

Advanced Degrees:
MBA in Strategic Management, Boston University Questrom School of Business

Finding Opportunities

Recruiting timeline
The recruitment cycle of a typical hiring process for marketing jobs and internships begins in September and terminates in June.
Career and Internship Connections (CIC)
Off-Campus Recruiting Consortia
CIC is a great way to connect with employers for internships and jobs during winter break. CIC events take place in Los Angles, Boston, New York and Washington D.C. Potential candidates are encouraged to prepare in advance of CIC deadlines by partnering with Career Services.

Past CIC Consulting Employers with jobs in marketing (entry-level jobs and internships only):
Job and internship search sites
See job postings on the Trade Publication and Professional Association websites above (in the “Prepare” section), or visit:

naviGATE Opportunities

Below are some opportunities that may interest you from naviGATE, Colgate's internship and job database.

More Opportunities

The Liberal Arts Career NetWORK (LACN) and Nationwide Internships Consortium (NIC) are databases of internships and entry-level jobs posted by employers interested in hiring liberal arts students.

Connect to Careers

Latest stories about internships, workshops, professional networks, and more.
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