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Business Marketing
The career path which appeals most to me lies within the business marketing field. There
are many different titles within this field; the one I hope to become is a marketing manager. What
do business marketing managers do you might ask? The explanation I agree with best is by
James C. Anderson the author of Business Market Management, he states: Business Market
Management explores the process of understanding, creating and delivering value to targeted
business markets and customers It provides an analytical framework for assessing customer
value and a set of processes for translating knowledge of value into actionable marketing
strategies and programs (Anderson & Narus, 1999). This type of career is something I know I
will be interested in and capable of doing in my future. I think of myself as understanding what
consumers want, creating marketing paths to help a business and/or products become more
known, and promoting in a way that appeals to consumers. U. S. News ranks marketing
managers as the #1 in best sales and marketing jobs in the United States based on opportunities
for advancement, salary, stress level, and flexibility (Marketing Manager, 2016).
There are many different responsibilities within this type of position depending on what
company you are working for and how big the marketing department is. Americas Job Exchange
notes the marketing management job description as: Responsible for managing marketing,
advertising and promotional staff and activities at a company or organization. Takes steps to
measure, enhance, and enrich the position and image of a company through various goals and
objectives (Marketing Manager, n.d.). This marketing roll can be diverse but the
responsibilities usually do not differ from business to business, due to this roll being a leadership
positon. According to Paul Merchant the author of What Are the Functions of a Marketing
Manager or Officer?, the primary responsibilities for most marketing management positions are:

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conducting market research, developing the marketing strategy, consumer relations management,
employee managing, and identifying new business opportunities (Merchant, n.d.).
Marketing managers typically have a bachelor's degree in marketing or business
administration. Some employers might even prefer a master's degree, in addition to extensive
experience in marketing, advertising, brand management or sales. Obtaining a membership or
certificate from a professional organization, such as the American Marketing Association (AMA)
may also increase the likely hood of entering the marketing field. This career path is typically
unattainable by a person with anything less than a bachelors degree. It takes a minimum of four
years to earn a bachelors in business and another minimum of two years for a masters degree.
In order to potentially get a high paying job immediately after receiving a bachelors degree it is
best to work during the last year or two of college to get the experience required within the field
you plan to go in. The U.S. Bureau of Labor Statistics (BLS) projects a 9 percent employment
growth in the marketing management profession from 2014 to 2024, this is 2 percent faster than
average increase (Advertising, Promotions, 2016).
It is almost impossible to go directly into a marketing management position without any
experience; one must be dedicated to work their way up to gain the experience and knowledge it
takes to be in this career field. The general career path to becoming a marketing manager usually
begins with the role of assistant brand manager/product manager/marketing coordinator.
Traditionally a promotion is offered once you have exceled in your entry level position or
applying for a higher position within a different company is also an option. After the entry-level
position is out grown the next position to move up to would be a marketing management position
or something to the same degree within the marketing field. Career Builder states the annual
wage for marketing managers early on in their careers in the United States is an average of about

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$62k per year; this can increase to $102k per year once a professional becomes more advanced in
their career. (Marketing Manager, n.d). To obtain this position the employer must see that one
has strong communication, sales and presentation skills. One must be goal oriented, flexible, and
creative under pressure, often while juggling several projects at once. Expert knowledge of
current marketing trends and multimedia platforms is essential. One must have strong leadership
skills and the ability to hire, train and motivate team members. Lastly, marketing managers
should also have strong budgeting, internet and computer skills.
The possibility of becoming a marketing manager within a company is achievable by
anyone who puts forth the effort to do so. Marketing has many different branches, no matter
what type of personality someone has, they will likely find something that suits them best
somewhere within marketing the field. A marketing manager positon is considered mid-level
within the marketing field, although the money made in this position is good, one can still move
up much higher. The necessary steps must be taken to earn a bachelors degree in business and
getting the experiences needed in the marketing and/or sales field to have this position. To
achieve this type of goal one must be creative and driven and never let anything discourage the
possibilities of working in their desired career. To surpass a marketing management position a
masters degree is almost always required. Anyone is capable of becoming what they want to be
as long as they put their mind to it and work hard at it every day until their goal is achieved.
Being a marketing manager requires countless responsibilities and a specific personality, if a
person doesnt have what it takes for this position, it can be very stressful and difficult. Being a
manager can be exciting but when drama runs high and department goals arent being met, the
manager must step in. This can be hard to handle if one doesnt carry leadership skills and cant
manage their department when times get tough. Just because you are a marketing manager

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doesnt mean you no longer have to sell and market, it can be difficult to juggle being a leader
while still having to bring in business. The marketing management position consists of leading
by example and one must be able to do so to handle this positon. This position often requires
travel, which for some people is a dream come true, but according to Angelique Caffrey, the
author of Pros and Cons of Being a Sales and Marketing Manager believes, If you
characterize yourself as a homebody, you may find travelling grueling instead of inspiring.
Combine being on the road for days at a time with coming back to a pile of paperwork at the
office, and sales marketing management might not be all you imagined (Caffrey, 2015).
I conducted a personal interview with Rachael Kaneko, the Integrated Content and Brand
Manager (similar to a marketing director) of the Grand and Little America Hotels in Salt Lake
City, Utah. She supervises the entire marketing department for the two hotels, along with
handling integrated content such as: the hotels website maintenance, social media, and online
reputation. The brand manager responsibilities of her position are to protect the hotel image by
keeping track of everything being said about the hotels online, always responding to good or bad
reviews on websites, and marketing the hotel in the way the company wants to be known.
Rachael received her bachelors in mass communication from the University of Utah (U
of U) at the age of 23 prior to getting her Integrated Marketing Certification also from the U of
U. She always knew she wanted to be in marketing but the mass communications degree didnt
give her the data analysis tools she needed. She continued on her education at Westminster
College and received a master of professional communication degree at age 27. Rachael started
an internship during her senior year at the U of U in a public relations role at Rocky Mountain
Raceway doing press releases and minor social media management. After she graduated with her
bachelor degree she was hired on full time at Rocky Mountain Raceway and stayed with them

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for 5 years as a public relations director while moving through different departments. She used
that diverse role and its varying experience as a stepping stone to her current position with the
Grand America Hotel marketing department. Rachael feels marketing can be a little stressful due
the social media aspect of the job always being on, as well as handling negative feedback from
guest received online. She believes it is important to have a good balance between work and
home life. Originally Rachael wanted to get a marketing degree but she did not excel at math so
she ended up going the communications degree route, though she did feel that she missed out on
the data and analytics side of the marketing education. She chose to go to graduate school
because the positions she plans to eventually acquire require a high level of education.
With the personal qualities and professional skills needed to enter the marketing field, I
believe I am capable of becoming a marketing manager or a something similar within the
marketing realm. I graduate with my Associates Degree in Business this spring 2016 from Salt
Lake Community College. I will be attending the business school at the University of Utah in fall
2016 to reach my goal of receiving a bachelors degree in marketing as well. Within the next
three years I will have the skill set essential to enter the professional marketing field. I will be
working during college in a similar field of study so I am able to get a good job right after
graduating with my bachelors. After interviewing with Rachael I am now considering going to
graduate school to get a masters degree. Marketing interests me most because the creativity and
feeling of independence I will have within a company. Being in charge of my own projects,
along with using my own creative ideas freely and being a leader to others is something I need to
truly enjoy and do my best for a business. Once I have excelled in the marketing management
position I plan to keep working towards a higher position, such as a director of marketing or a
chief marketing officer.

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Sources
Anderson, J. C., & Narus, J. A. (1999). Business market management: Understanding, creating,
and delivering value (2nd ed.). Upper Saddle River, NJ: Prentice Hall.
Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 201617 Edition, Advertising, Promotions and Marketing Managers. (2016), from
http://www.bls.gov/ooh/ management/advertising-promotions-and-marketing-managers.htm
Caffrey, A. (2015, February 25). Pros and Cons of Being a Sales and Marketing Manager, from
http://www.salesmarketingmanagement.co.uk/pros-cons-being-sales-marketing-manager.html
Kaneko, R. (2016, April 13). Personal Interview
Marketing Manager. (n.d.), from http://www.careerbuilder.com/ insights/marketing-manager
Marketing manager Job Description. (n.d.), from http://www.americasjobexchange.com/
marketing-manager-job-description
Marketing Manager Ranks Among Best Jobs of 2016. (2016), from http://money.usnews.com/
careers/best-jobs/marketing-manager
Merchant, P. (n.d.). What Are the Functions of a Marketing Manager or Officer? from
http://smallbusiness.chron.com/functions-marketing-manager-officer-15574.html