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How to get a successful career in marketing

Wondering whether marketing could be the right career for you? Perhaps you’ve been considering it for a while but aren’t sure where to start? Studying a marketing qualification online with InterActive gives you the opportunity to earn your degree in a way that is fun, flexible, and allows you to continue in your present career while you learn.

Our ‘how to get a successful career in marketing’ guide is here to lead you along the right path!

Marketing is fast-paced, exciting and incredibly varied, making it a popular choice amongst graduates. From the benefits of marketing, to the qualifications you’ll need to secure a job, you will find all the information you need to know about success in marketing here in our comprehensive guide.

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Why marketing?

Great job satisfaction

There is a wide variety of different roles, meaning you’re spoilt for choice when it comes to finding a job that suits you. With high levels of satisfaction, it’s likely that you’ll excel professionally, and enjoy advancement opportunities throughout your career.

The chance to get creative

Marketing is a great career choice for those with creative minds and vivid imaginations. It often allows you scope to come up with weird and wacky ideas to win over any potential customers. As long as you’re able to support your ideas with genuine reasoning, there’s no reason why you can’t come up with the next globally recognised campaign.

Opportunity to make valuable contacts

Requiring constant communication with other people, you’re guaranteed to meet a lot of people along the way, many of whom could prove to be useful contacts in the future. Building strong professional relationships increases your chances of excelling in your career, as other people may be able to open new doors for you.

What are the benefits?

A marketing degree can lead to many different career opportunities, including roles in public relations, market research, sales and communications. Those more interested in the creative side of things could use their degree to secure a job as a writer or designer.   

Education in marketing is important if you wish to pursue a career in this industry because it will teach you how to visualise concepts and carry them through into actual campaigns. You’ll learn different marketing techniques and find out how to gain a competitive edge in the marketplace.

Many roles within an organisation are linked to marketing, whether directly or indirectly, and the demand for industry experts continues to grow. You will have a good chance of reaching a managerial position if you’re willing to put in the required amount of time and effort.

Types of marketing degrees

A marketing degree will teach you everything you need to know this industry, from understanding how to target your audience to developing in depth, creative campaigns that attract national (or international) attention. As well as studying a generic marketing degree, you can also specialisein subjects such as marketing management and advertising.


As an undergraduate student of marketing, you will either receive a Bachelor of Science or Bachelor of Arts degree. This broadens your career prospects, allowing you to apply for a wide range of jobs providing you have relevant experience. People with undergraduate marketing degrees often go into sales, and product management or advertising, among many others.

Master’s Degree

A master's degree programme provides graduates with the knowledge and skills they need to pursue management level positions in many different areas, while also being given the opportunity to specialise in a specific subject area. This means that postgraduates are able to add a clearer direction to their studies in order to end up in a role they enjoy. A postgraduate degree may be offered as a Master of Arts (MA) in Marketing, Master of Science (MSc) or a Master of Business Administration (MBA) with a concentration in marketing.

MSc Marketing Management

Ideal for those who haven’t studied a marketing course at undergraduate level, the MSc in Marketing Management provides you with an understanding of key marketing areas at the same time as teaching you the fundamentals of management. This course arms you with plenty of transferable skills and covers marketing from every possible angle, including digital and strategic avenues. 

Dual MSc and MA in Strategic Marketing

Helping you develop skills which are vital to the operation of every modern business, the Dual MSc and MA in Strategic Marketing degree teaches you how to successfully design and implement intricate marketing strategies. An internationally respected degree, you will become an expert in your chosen field, as there are a wide range of specialisations to choose from.

Master of Business Administration (MBA)

This industry focused programme is guaranteed to accelerate your career, as it reflects the needs of modern employers and international businesses. With four core modules and two specialisation modules, you can tailor the MBA to suit the needs of your individual career pathway.

Marketing specialisations

With marketing being such a broad field to work in, it is likely that you’ll adopt a specialisation either before you start working, or during your first couple of years at work. The following are areas of marketing that you may want to consider a career in:

Marketing communications

These roles are centred on the messages you convey across a variety of different channels. If you work in marketing communications, your role will likely be varied. You could be responsible for generating positive press coverage, or producing promotional materials such as leaflets and posters.

Digital marketing

Digital marketing involves using internet tools to generate more interest from your product or service’s target audience. Elements of digital marketing include search engine optimisation, email marketing and online advertising.

Social media

Social media marketing involves engaging with your target audience across a variety of different social media channels, including LinkedIn, Twitter and Facebook, as well as keeping an eye on any up-and-coming platforms which may be worth utilising.

Market research

Market research enables companies to pinpoint problems, measure performance and identify arising opportunities. Market researchers are responsible for providing information relating to consumers, products and services in order to assist marketers in making informed decisions.

Brand management

Brand management involves the in depth planning of a marketing strategy, as well as the actual implementation of the plan. Brand managers work closely with a lot of different company departments to ensure that targets are met. They also monitor market trends.

Direct marketing

This form of marketing involves reaching out to individuals or companies directly and offering your product or service to them. Direct marketing involves message personalisation and targeting, which is usually driven by insight.


Those who work in advertising generate campaigns and identify target audiences for them. Advertising sometimes involves working with external clients, with the objective of converting theirproposals into final products.

Studying Adversting

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Public relations (PR)

PR revolves around the protection and enhancement of a company’s reputation. People in PR positions often have to deal with media coverage at the same time as implementing strategies to boost a client's reputation. Roles can involve event organisation and production of press releases.

Marketing careers

Marketing has so many different pathways it can be confusing figuring out which one to take. Here, we breakdown some of the different career options available in the various areas of marketing and what the roles involve on a day-to-day basis.

Careers in brand management

Brand manager

A brand manager has to plan and direct marketing content for a specific brand or product. They have the responsibility of coordinating a variety of different projects, from sales and advertising to marketing research. A brand manager earns, on average, £34,000 a year, and many people move on to other roles once they have acquired extensive experience.

Product manager

A product manager also plans and develops marketing efforts for a particular brand or product. However, they are much more results oriented and have more room to be creative within their role. The average salary for a product manager is £43,000.

Product development manager

A product development manager specialises in the development and planning of a product, as the name suggests. They are responsible for guiding a product through from original concept to commercialisation. On average, a PDM earns £36,000.

Careers in public relations

Steve Dowling

Steve Dowling, Vice President, Communications at Apple (Source)

PR director

A PR director develops and implements a company’s public relations strategy. This involves media relations, community relations and internal communications. A PR director is also likely to have budgeting responsibilities. A PR director has the potential to earn more than £100,000.

Press secretary

A press secretary acts as a go-between for the media, the public and the government. A press secretary is responsible for handling media requests, press releases and events. They earn upwards of £40,000.

Corporate communications manager

A corporate communications manager creates and implements communications that promote an organisation or its products or services. They often help prepare speeches and presentations for both employees and customers. On average, a corporate communications manager earns between £38,000 and £39,000 a year.

PR specialist

A PR specialist produces and distributes information relating to their company through newspapers, television channels, and other forms of mass-consumed media. Within larger organisations they are responsible for the PR divisions of the communications departments. The average starting salary is approximately £25,000.

Careers in advertising

Advertising manager

An advertising manager manages a company’s advertising strategy, keeping in mind business and technical aspects. An advertising manager spends a lot of time discussing and negotiating with representatives, and managing sales materials. Their salary can be over £40,000.

Advertising sales director

An advertising sales director also develops, implements, and manages a company’s advertising strategy – however their role is a lot more focused on budgeting and projections. They too spend a lot of time negotiating. The average salary for an advertising sales director is in the region of £60,000.

Account executive

An account executive is responsible for the maintenance of positive working relationships with current and potential advertising accounts. The majority of their time is spent developing these relationships with the intention of acquiring new accounts. An account executive is likely to earn around £21,000 per annum.

Account coordinator

An account coordinator is in charge of organising print media advertisements and coordinating schedules and promotions to ensure that all projects are completed on time and that clients are satisfied. An account coordinator also helps the account executive maintain client relationships. They usually earn between £18,000 and £25,000.

Media director

A media director is responsible for purchasing print space in newspapers and magazines, and broadcast time on radio and television for clients. They make media plans depending on a client’s budget and objectives. On average, a media director earns just below £34,000 a year.

Media coordinator

A media coordinator organises the purchasing of print space and broadcast time for clients. They decide on the best media plans for clients based on their objective and budgets. The average media coordinator earns £23,000 per annum.

Media buyer

A media buyer purchases media space and time, at the same time as researching and developing campaigns. Their responsibility is to pinpoint the media that will best convey a message for the lowest possible price. Starting salary is usually between £18,000 and £25,000.

Careers in digital marketing

Social media executive

A social media executive works to build an online presence by generating a high number of followers on various social media platforms, from Facebook and Twitter, to LinkedIn and Instagram. Their average salary is £25,000.

SEO (search engine optimisation) executive

An SEO executive develops in depth strategies which have the intentions of increasing the number of visitors to a company’s website by obtaining high-rankings in online search results. Their average salary is just under £29,000.

PPC (pay per click) executive

A PPC executive organises and develops PPC accounts in line with plans in order to deliver PPC best practice in multiple markets and across the leading search engines and social media platforms.

The average pay for a PPC executive stands at around £26,000 per year.

Mobile marketing executive

A mobile marketing executive improves a company’s cross-functional mobile strategy. This involves app-based, in-game, location-based and SMS marketing. On average, a mobile marketing executive earns £26,000 a year.

Affiliate marketing executive

An affiliate marketing executive is responsible for CPA-based monetisation of an inventory. They also set up campaigns, provide creative briefs and manage month-end reversals and chargebacks, amongst other things. An affiliate marketing executive is likely to earn in the region of £26,000 per annum.

Careers in market research

Market analyst

A market analyst has to collate and analyse data in order to evaluate current and potential markets. They identify and monitor competitors and their products, as well as carrying out market research in order to spot any industry changes or other factors which may affect sales. They earn, on average, between £25,000 and £26,000.

Market research manager

A market research manager directs market research and oversees the expansion of new concepts. They formulate research and development proposals, from the objectives of a project, to costs or equipment needed. A Market Research Manager average salary is £35,000.

Market research director

A market research director organises a company’s policies, objectives and initiatives. They are responsible for reviewing any changes in the marketplace and industry and alter their own marketing plans accordingly. On average, a market research director earns £60,000 per annum.


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