Marketing

The purpose of the marketing industry is to communicate companies’ offerings to consumers, clients, and the general public. Marketing professionals bridge the gap between companies and their customers. The American Marketing Association defines marketing as “the activity, institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.″ In the United States, the marketing consultant industry is a $43 billion business, consisting of nearly 198,000 businesses that employed more than 355,000 workers in 2016, as reported by the market research group IBISWorld.

Marketing companies employ consultants who advise businesses on ways to improve their marketing tactics, with the goal of understanding what customers want, giving them what they want, and increasing profits. Businesses may hire marketing professionals to conduct marketing and sales research (e.g., public opinion polls, surveys, etc.), sales forecasting, developing marketing objectives and policies, developing and pricing new products, and for other assistance in improving and enhancing their business operations. Governments, educational, religious, social service, and nonprofit organizations hire marketing specialists to help them manage their products and services and promote their brands.

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How to Tell If a Company Truly Values Diversity and Inclusion (or Is Just All Talk)

Employers talk a lot about diversity and inclusion. In fact, you’ll be hard-pressed to find a company that doesn’t say they’re diverse and inclusive. Companies make these claims on their web sites, in job descriptions, and at career fairs. But how …

By Victorio Duran III - Vault
Vault
A comprehensive resource for students and job seekers looking for career advice, job postings, company reviews from employees, and rankings of the best companies and industry employers.
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5 Ways Entry-Level Employees Can Advocate for Diversity, Equity, and Inclusion at Work

Diversity and inclusion have long been buzzwords that companies parade—often for marketing purposes. But in the past few years, more and more job seekers and employees, particularly millennials and Gen Z, are vetting companies by their diversity and inclusion track …

By Anisa Purbasari Horton - The Muse
The Muse
Expert advice to answer your career questions.
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These 7 Interview Skills Will Help You Stand Out From the Pack

Having conducted hundreds of interviews—both mock interviews with career coaching clients and real interviews as part of search committees—and seen what the outcomes are, I can say with confidence that getting through the hiring process and landing a job is …

By Lily Zhang - The Muse
The Muse
Expert advice to answer your career questions.
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7 Types of Data Visualizations and How To Use Them

The quest for valuable data has turned into a new-age gold rush in many industries. Companies mine information for insights that get turned into visualizations to help an audience understand and grasp the presented concepts. Learning to create data visualizations …

By Sakshi Gupta - Springboard
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Bridging the world's skills gap through affordable, high-quality, online education.
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The 4 Pillars Of Job Happiness

Everyone wants a career they love and that brings them happiness or at least job satisfaction. But what makes for the perfect job? While there’s no definite answer, emerging research suggests that four workplace characteristics — realness, collaboration, security, and belonging — …

By Mark Travers - Ivy Exec
Ivy Exec
Ivy Exec is your dedicated career development resource.
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