Careers

Large firms with multiple products generally assign one manager (plus an assistant) to be responsible for each product. Bearing titles such as brand manager or product manager, these individuals act as the "president" of all operations associated with their product. Depending on the size of the firm, a marketing major might start a career as a product manager or assistant product manager.

Although many entry-level sales positions require no college education, sales managers typically do have a college education, often with a major in marketing. In a typical career path, a marketing major is hired as a salesperson. After considerable in-house training in sales and a year or two of field experience, the salesperson would be promoted to a sales management position. From there, he or she might rise through the sales management hierarchy, managing larger and larger sales territories, or move over to the marketing management track at company headquarters.

These individuals gather, manage, and interpret market data. Some market analysts work for independent market research companies, providing consulting advice to clients; others work directly for manufacturing and service firms assisting in market and product planning. Analysts are involved in forecasting, conducting customer interviews and surveys, and gathering competitor intelligence. Strong quantitative skills are generally essential.

Management Independent advertising agencies employ account executives to act as liaisons with their clients. The account executive helps clients understand what the agency can offer and translates the client's understand what the agency can offer and translates the client's needs into an advertising plan. On the client side, advertising managers and marketing communications specialists manage the relationship with advertising agencies, public relations firms, and other specialists who carry out communications for the firm.

Stores employ marketing majors as store managers and buyers. Store managers run all aspects of an individual store. Buyers are responsible for selecting merchandise to be carried by individual store departments. Santa Clara students benefit from the presence on campus of the distinguished Retail Management Institute. Many marketing majors choose to enroll in the RMI certification program, which includes internship opportunities with major retailers.