If you are going to succeed in the highly competitive marketing and advertising world, you need to think advertising, 24 hours a day, seven days a week, according to an Industry professional in advertising and marketing. 'It's that sort of business and surprisingly, we enjoy it.' Developing communication strategies that attract new business, or enable companies to hold on to existing business, is what it's all about. And, if you've got the key ingredient, creative genius, then you too, could become a marketing and advertising specialist.

Of those currently employed 41% have Bachelor Degrees or higher qualifications; 15% have either an Advanced Diploma or Diploma; and 27% have no post school qualification. To have the best possible chance of finding employment it is recommended that you gain the available qualifications.

TAFE SA offers courses relevant to this occupation including the Diploma in Marketing and Communication. Pathways include the Certificate IV in Marketing and Communication.

Studying at TAFE SA is one of the easiest and most successful pathways towards a University Degree. The Diploma of Marketing and Communication/Bachelor of Business (Marketing) is available as a TAFE SA / Flinders Uni Pathway dual course.

Still unsure? Then try a short course also offered through TAFE SA such as the Marketing and Communication Foundations Skill Set. Check the website for the full list of short courses.

'Excellent!' is how one marketing manager describes employment prospects for marketing and advertising specialists. These specialists are needed in almost every type of business. Employment forecasts also suggest above average employment growth. For those with real talent, it is possible to become an advertising account director in as few as eight to ten years. From an advertising account executive, you can progress to an account manager and then to an account director. In marketing, you can progress from a marketing officer to a marketing coordinator and then to a marketing manager. Some related careers are market research analyst and public relations officer.

Imagine you're the owner of an Information Technology company, which is trailblazing its way through the consumer market. If it's a small firm, you will probably deal with the marketing yourself. If it's a larger company, you will employ the services of marketing and advertising specialists to come up with creative ways to develop and promote your products and services.

An advertising and marketing specialist identifies marketing opportunities and advises on the development, coordination and implementation of plans for the pricing and promotion of an organisation's products or services. Strategies depend on factors such as the product or service promoted (quit smoking campaign, selling cars), the market audience (Baby Boomers, Generation X's) and the resources available (finance and skills). Once this is worked out, communication strategies are developed. These can include any type of advertising such as billboards, bus backs, print media, television and even sky writing. Public relations and special promotions are also great marketing tools as well as direct marketing, mail and telemarketing. And of course there is always the Internet.

One local marketing manager described a marketing exercise he recently undertook in the educational institution that employs him, 'After coming to an agreement with each division to upgrade our publicity brochures and deciding on a budget, I spoke to a graphic designer and briefed them on what we wanted. From there, it was a matter of modification and confirmation that the designs were appropriate. Sourcing photos, writing copy, getting the graphic designer to develop the artwork to the final stage, then negotiating the best printing price, were all part of the process.' He also says, 'You need an understanding of a broad range of marketing strategies as well as good writing skills. An understanding of how the Internet can be used to enhance communication and business strategies is also important. Confidence and great communication skills are certainly an asset, as is the ability to work under pressure and meet tight deadlines and work schedules.'

Marketing specialists often work with, or use the services of advertising specialists. One industry professional says that before any advertising campaign gets underway, the client's overall business strategy and marketing plan must be looked at. Developing the details of an advertising campaign involves working with other specialists such as the creative director, the creative writer and the art director. Once a number of possible approaches have been devised, the account director meets with the client who selects the most effective one. Then it's off to the media department to ensure that the appropriate audience sees or hears the advertisement.

For further information, contact:

The Communications Council(Head Office)
Phone: (02) 8297 3800
Email: hello@communicationscouncil.org.au
Website: www.communicationscouncil.org.au

Australian Marketing Institute
Phone: 1300 737 445
Email: sa@ami.org.au
Website: www.ami.org.au