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What is Marketing?

A marketing professional is a businessperson whose job is to promote and sell products or services for their employer or client. Marketing professionals can hold any one of a number of roles within a marketing firm or department. Some are analysts who crunch big data in search of the right approach to customers. Others are creatives who devise the clever print, web, and television promotional materials that we all love so much. Then there are marketing managers who oversee the entire team and create campaigns starting with the big data analysis through the final marketing products.

Marketing professionals work in every industry, and every type of company relies on some marketing strategy to attract business. Marketing professionals are thus found setting up booths in conventions, at computer screens generating graphics, and even on video shoots of various sizes. The field is extremely diverse and, while many marketing professionals spend their days in the same office day after day, others may travel as many as thirty weeks a year.

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Marketing Education in Hawaii

The business of marketing is one that is increasingly vital in today's economy. There are many products hitting the market all the time, and firms are constantly trying to figure out how they can distinguish themselves in the marketplace. Thus, they need to master the art and science that is marketing if they are going to grow and thrive. After all, even a tried-and-true product may fall by the wayside if they are not consistently in the view of their target demographics.

To address this growing need, Hawaiian colleges and universities are working to meet the demand. They build marketing departments for undergraduate and graduate students. They also add marketing concentrations to their MBA programs so that marketing professionals can reach the C-suites.

Hawaiian businesspeople who start their own businesses can also study marketing at in Hawaii's community colleges, Hawaiian universities, and even online. After all, even a local surf shop needs to understand how to stand out and attract the attention of both locals and the fickle, fluid population of tourists on which they rely for revenue. Those professionals must, in effect, be their own marketing department in charge of graphics, media purchases, negotiations with resorts or other venues, and more.

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However, larger firms with more capital to invest may seek out big data scientists from top universities in Hawaii, or elsewhere. Whether they are large hotel chains vying for high-end tourists who spend hundreds per night just for a room or real estate developers who need to find buyers for their condos, these Hawaiian businesses need analysts to crunch the numbers and then pinpoint the customers that are ready, willing, and able to write a check.

Associate Degree in Marketing (AS)

Since Hawaii's economy is so reliant on travel and tourism, their colleges and universities help students thrive in that industry. Marketing students in Hawaii often find that their departments have relations with area hotels and resorts, among other businesses, that will take on students as interns. Students can also find Hawaiian marketing internships with real estate developers, cruise ship companies, and more. Finally, Hawaii's marketing students don't have to rely on colleges and universities from the mainland to earn a marketing degree that will launch a successful marketing career.

A Hawaiian marketing degree from a community college can be a terrific way to get started in the field. Two-year degrees introduce the fundamentals of marketing and provide a solid foundation for learning. Thus, Hawaiian marketing students might take their degrees and launch into an entry-level position. They might put together marketing campaigns for Hawaiian rental properties or services for tourists. Others might get their feet wet as marketing analysts who crunch numbers that they can use to target specific demographics.

Associate marketing degrees tend to be cheaper than attending a four-year institution, plus they provide plenty of learning for all students. These degrees tend to include the core curriculum for a bachelor’s marketing degree but at a fraction of the cost of a university. Furthermore, since students can complete an associate marketing degree in only two years, they can get to work sooner than their university peers.

Bachelor's Degree in Marketing (BS)

A bachelor’s marketing degree is perhaps the best launchpad for an entry into the world of marketing. Students can, of course, choose to start off with a two-year community college marketing degree, which is typically cheaper and features smaller class sizes. Then, with a transcript that reflects all of the typical core curriculum, they can complete the final two years with a laser focus on marketing.

If they choose, marketing degree students can opt for a minor concentration area to round out their education. Those who are more interested in analysis can consider upper-level coursework in statistics or maybe computer science. The more creative minded can perhaps have a minor concentration in art, graphic design, or creative writing. Four-year bachelor’s marketing degree programs also are known for supporting students with internship opportunities. The marketing department may also host job fairs that attract recruiters from Hawaii's top marketing departments or firms.

Master's Degree in Marketing (MS or MC)

Graduate school is increasingly desired by marketing professionals who seek the C-suites. Employers are also very interested to interview candidates who hold master’s marketing degrees or an MBA with a concentration in marketing. The degree is so highly sought that many undergraduate students apply for an MBA even before they graduate from their bachelor’s degree program.

While there are master’s marketing degrees, the MBA is the more popular choice. That's because it offers a more well-rounded educational background. The first year of the degree is spent studying general business concepts including finance, corporate finance, management, accounting, and other areas pertinent to business. Then students can concentrate in marketing for their second year. This way, students will be steeped in topics they need to succeed when they reach the C-suites and they can contribute to discussions related to the firm's finances or management style.

PhD Degree in Marketing (PhD)

A PhD or doctorate degree in marketing isn't typical in the business world. More often, a PhD who has made their academic career in marketing will find that their best job opportunities are in academia. While a master’s marketing degree enables them to teach at the post-secondary level, they will want a PhD to earn tenure and greater success.

On the other hand, students who focus on data science and its relationship to marketing will find employers eager to hire them. This is because big data has become such a vital part of the business world and marketing teams that don't grasp it are soon left behind. In fact, a marketing professional whose specialty is sorting and interpreting large datasets may be able to open a boutique consulting firm that sells reports to clients who can afford the premium.

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Become a Marketing Manager in Hawaii

There are many ways to become a marketing professional in Hawaii. That is partly because there are multiple facets to the field. Since marketing essentially refers to the means by which companies promote and sell their products, it’s easy to see that many different talents are involved in the process. There are those who analyze the markets to determine if there is a demand and then they seek to pinpoint the customers for their firm's product line. Then there are the creative minds who produce billboards, television advertisements, and product description copy. These days, products also need social media representation, websites, and others to exploit online media on behalf of the company.

Those who are involved in the analytical side of marketing generally have bachelor’s degrees in marketing, computer science, or mathematics with a focus on statistics. In fact, the rise of big data has driven demand for market analysts with master’s or doctorate level degrees. These data scientists are in high demand from a variety of economic quarters. Their educational demands are perhaps the most stringent in the marketing field.

There are many ways to launch into the creative side of marketing. In fact, there's no true degree requirement for these marketing professionals. Rather, these artistic minds can build a portfolio of graphic designs and seek work on the freelance market, if not full-time employment, with a firm. Marketing firms will look for a fresh vision, dedication, and hard work. To succeed, creative marketing professionals who work in print and internet media should have a demonstrated mastery of graphics tools such as PhotoShop, Adobe Illustrator, and InDesign. Those in video should have mastery of video camera equipment, editing software, and even screenwriting.

To manage all of these professionals, marketing teams need marketing managers who lead the analysts and creatives towards the end-goal of profits and success. In stand-alone marketing firms, there are also account representatives who seek out new clients then convey their needs to the team along the course of a campaign. These administrative workers typically have degrees in marketing at the associate or bachelor’s degree level. However, they may have started as creatives and then transitioned to their careers.

Careers for Marketing Graduates

  • Marketing Director:
    These marketing professionals oversee the marketing process including the market analysis, creative conceptions, and final implementation of a marketing campaign. Very often they have started as creative marketing professionals, but they may also hold degrees in management with a concentration in marketing. Many marketing directors earn an MBA in marketing.
  • Media Buyer:
    These marketing professionals study the media to determine which outlets will best serve the products they represent. They then negotiate advertising contracts that must stay within a set budget. In some firms, media buyers may specialize in print media, television, web, radio, or other outlets. These days media buyers need to consider podcasts, YouTube, and many other possible outlets for their clients.
  • Digital Marketing Manager/Director:
    The internet is a huge part of any marketing budget these days and digital marketing managers and directors are a necessary part of any firm or marketing department. They may oversee a team of web developers, graphic designers, market analysts, and media buyers who all work to promote their products online.
  • Brand Manager:
    These business professionals are in charge of a specific brand or product. As such, they must oversee all aspects of that product line's development. They should be involved in the manufacturing, graphics for the product labels, advertising campaigns, and even shelf placement in stores. Essentially, a brand manager is responsible for protecting, building, and developing a brand's identity.

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  • Special Events Manager:
    Companies, brands, and products all need special events to help engage the public in their products. Special events managers help to ensure that these events are carried off effectively. They may oversee all sorts of events including a presence at an industry conference, store openings, promotional events including concerts, and more. They are logistical and creative masterminds who often conceal the marketing goals of an event underneath all the fun people have.
  • Graphic Designer:
    These creative marketing professionals work to create the imagery that can convey a brand message to consumers. These are the artistic professionals who create the logos that we all associate with a brand. They may also create cartoons or cartoonish characters who act as spokespersons for a brand. They may be responsible for laying out and designing web pages, print advertisement, and even PowerPoint presentations.
  • Copywriter:
    These writers are part of the creative marketing team who help craft a brand's message to the world. They also write concise advertising copy for products and are even known to write scripts for advertisements. Often, a copywriter will oversee multiple facets of a campaign.
  • Web Designer:
    Every product needs to be launched on the web and, while it may seem that .com websites are passe, they are still a necessary part of a product's life. Web designers create web pages and sites that are easy to navigate, and which are able to highlight a products features for the public. They work alongside the web developers who create the underlying code that can include distributing cookies and collecting user data.

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