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This page contains all notes on marketing over and above what we put in our career profile. Read the profile first, here.

Profile type


What is this career path?

"A single purpose underlies the diversity of opportunity in various marketing roles: to create something customers will want and to help them understand why it meets their needs (or wants)."[1]

What does the work involve?

"Broadly speaking, marketing is the strategic function between product development and sales. The four components of marketing are product, price, promotion and place. Marketing takes a product with specific features and benefits, creates pricing and promotional strategies, and oversees the methods that will be used to bring it to market (that's the "place" part). Based on whether the product is high-end or low-end, based on its manufacturing specs and its price, the marketing team creates a selling approach that includes strategies for advertising, public relations, and other types of promotion, and the head of this team also coordinates with the sales team to determine how they will make the product or service available to customers. Depending on the structure of the company, this position may be called a marketing manager or marketing director. Other times, these responsibilities fall under the brand manager's domain."[2]

"The uninitiated may mistakenly equate marketing with peddling household products, but marketers know that their roles are far more complex and engaging than that. They help their organizations anticipate the public's needs and position them to satisfy those needs. In this way, marketing is the necessary link between an organization and its target audience, which is now more broadly defined to include customers, clients, investors, and partners." [3]

What are the major stages of this career?

What are the major sub-options within this path?

What is it like day-to-day?

A Day in the Life: Director of Marketing at HumanaVitality, LLC

What are the people like?

Personal fit

Entry requirements.

What does it take to progress?

Who should especially consider this option?


Career capital

Common exits


Exploration value

Role impact

Direct impact potential

"There is an extensive theoretical literature arguing that the welfare effects of adver- tising can be positive or negative, depending on whether the advertising is informative or persuasive in nature (Bagwell, 2007). The former theories imply that advertising will tend to be under-supplied in most cases (Becker and Murphy, 1993), while the latter theories suggest it will be over-supplied (Dixit and Norman, 1978). But while there have been empirical efforts to quantify the welfare effects of advertising in particular markets, such as pharmaceuticals (Rizzo, 1999) and subprime mortgages (Gurun et al., 2013), we are not aware of any work at- tempting a comprehensive, industry-wide estimate of spill-overs, and therefore as with Doctor we assessed the externality share to be 0." [Lockwood, Benjamin, Charles Nathanson, and E. Glen Weyl. "Taxation and the Allocation of Talent." Available at SSRN 1324424 (2014).]

Earnings potential

Advocacy potential

Job satisfaction


Past experience

Take action

Learn more

Next steps

"The best way to get into marketing, regardless of what you've studied, is by taking an internship. Many and high-tech and Internet companies offer marketing internships. Unless you're enrolled in an MBA program, internships are harder to come by at consumer products companies. The large consumer-products companies recruit at select schools, and the best way to get hired by one of them is through on-campus recruiting. For marketing positions in other industries, your best bet may be to network or to contact firms directly."[4]

Best resources

Remaining issues

Research process

Old profile


Wetfeet Insider Guide: Careers in Marketing (2011)

Wetfeet Career Overview: Marketing

What Tyler Cowen says about it in the Average is Over and Econ talk

A Day in the Life: Director of Marketing at HumanaVitality, LLC