Launch your career in marketing

Marketing is all about connecting with the right customers in the right place and at the right time. As the amount of time we spend online increases that also means there are growing opportunities for marketing in the digital space. And that also means growing opportunities for jobs.

But how do you break into the marketing or communication field? We asked some of our instructors for their tips on how to launch a career in marketing.

“From social media to online advertising to email marketing to digital reporting and analytics, there are many different paths your career can take,” says Kelly Thibdodeau, founder and lead consultant of Squarely Social. “In digital marketing, the creative and analytical minds are a perfect pair! When you can combine work you love with skills employers want, it’s a match made in heaven!”

Tim Kist, Managing Director of TK3 Consulting, says building a strong foundation in understanding and learning about human behaviour is key. “You must be willing to invest time and learn the foundations of this, the most important, business function,” he says.

Tim says if you want to specialize in an area – great! But says that human behavior isn’t a linear equation. “Each of us is influenced by so many factors each day, prediction is almost not possible, so build a broad understanding. Like a high level athlete or musician you must master the basics. And then keep getting better at the basics and this will lead you to some level of mastery.”

All our instructors agreed that mastering storytelling is a key part of building a successful career in marketing.

“(Digital) marketing sings when brands understand the context of their customers' lives and tell meaningful stories at the intersection of their unmet needs and the customer journey,” says Kelly.

Genny Sacco-Bak, who has a long career in non-profit fundraising and event coordination, says that storytelling is a key part of marketing strategy. “A story can evoke emotion and emotion can inspire the customer to take action. It helps to build a deeper connection with your customer.”

“You need to understand the brands you represent and, in order to do that, you need to understand what the customer wants. Listening more and talking less will help you to understand the brands you represent and to learn what the customers want.”

Tim echoes this and says the message is the key, no matter the platform used. “People respond to messages, not to the mode of delivery. And if you think that the written word is dead and everything is visual? Guess again. In 2018 the printed book continued to increase its sales, while e-readers continued to drop.”

Kelly says that today’s customers see right through advertising, and interruption marketing is a thing of the past.

“Brands today have to make customers’ lives better -- to inspire, educate or inform, not to simply stand out from the competition. And marketing isn’t limited to bringing new business in the door. It wraps all the way around the customer lifecycle. Social listening is a powerful indicator of what customers are looking for and how to build dialogue with them,” she says.

Genny agrees. She says she uses Simon Sinek’s “Start with Why” approach of putting the “why” into marketing messages as a guiding principle. “Putting the “why” in your marketing messages helps the customer identify with your purpose. It’s not so much about “what” the brand is as much as “why” the brand was created in the first place.”

"You also need to know what YOUR “why” is. What are you passionate about? What are your core values? That will help promote the brand because you are using an “authentic” voice. Your passion will shine through your story as well," says Genny.

Overall, marketers often need to think about how to adapt the communication they will make with their clients to different channels, in different formats, at different time, says Eddie Rocha, a graduate of PACE’s Marketing Management Diploma and Lead Facilitator at SkipTheDishes. “In addition, the concern is not just selling the product, but creating a customer relationship and engaging with the brand.”

To be able to meet this new market demand, professionals willing to pursue a career within this area need to understand that, besides advertising, there is a broad spectrum of possibilities they will find under the marketing umbrella.

Getting the right training is a major advantage when looking at starting your career in marketing and communication. Depending on your interests and goals, PACE offers three marketing specializations that will help you break into the field – offered in a variety of formats.

If you’re looking to build a solid foundation and change your career path relatively quickly, the one year PR, Marketing & Strategic Communication Diploma develops a broad foundation of PR and marketing-specific knowledg. This program emphasizes best practices, tackles current and emerging issues, and develops the skill set to be a leader in the field. This intensive program prepares you to work in a variety of settings from corporate to non-profit in just 13 months.

If you have more time and an intensive program doesn’t suit your needs, the two-year Marketing Management Diploma develops solid theoretical foundation and a blend of marketing tools, systems, and strategies over the course of 24 months giving you the tools and know-how to step into marketing roles right out of the program.

The part-time Digital and Social Media Marketing Certificate is the perfect upgrade for people already in the communication and marketing sector looking to upgrade their skills to keep pace with the evolving digital marketing landscape.

“The programs at PACE are designed to make sure you can grow a career not only because you’ll get the chance to develop technical proficiency, but that you also get a chance to apply the knowledge because you understand the business behind it. Whether you’re currently in a digital marketing role or looking to get into one, there’s always something to learn,” says Kelly.

Tim Kist, Kelly Thibdodeau, Genny Sacco-Bak, and Eddie Rocha all teach at UWnnipeg PACE in our marketing and communication programs. Each instructor brings their real-world experience and insights into the classroom, ensuring graduates benefit from the lastest developments in the industy.