Job roles (U24: P4, M2, D2)
Learning outcome 2 (U24): Understand the behaviours, skills and attributes necessary within the advertising industry.
P4 ( U24): Explain the behaviours and attributes required for a specific job role.
Marketing Executive
The professional attributes that a successful marketing executive requires include:
They need to have excellent communication and interpersonal skills, as well as commercial awareness and the ability to think strategically. A career in marketing is open to graduates, but a degree in the following subjects tends to help progress further - advertising, communications & marketing.
Good communication skills - The main responsibility of this part of a marketing executive job is to monitor and evaluate media coverage. Including, advice on outreach activities with press and other communication target groups. In order to relay information successfully, a marketing executive must be able to communicate appropriately and literally.
Keeping a level head: A marketing executive needs to be able to stay calm and in control in all situations. They need to be able to negotiate, purchase and managed other teams. Some clients may be unhappy about the decisions the marketing executive has made, but staying calm and not rising to the same level of anger will help them to keep control of the situation and calm down the client.
To be professional & organised: As the job requires someone to create marketing and social media campaigns and strategies, including budget planning, content ideation and implementation schedules, they will need to be disciplined and organised in order to meet deadlines.
An understanding of Digital marketing: This job requires this role to develop strong and innovative digital marketing strategies, and other techniques to drive traffic to company pages and generate interest in company products and services. With that in mind, they need to keep up to date with the contemporary changes in media.
Personal attributes that a successful marketing executive requires include:
Patience: People within this role need to be patient in order to achieve their goals, for example, a marketing campaign takes time to plan and carry out. Being patient shows determination and good management skills because you're able to manage the team of employees on the campaign.
Creative: As people within this job need to produce action plans for advertising campaigns from pre-defined marketing objective, they will select media platforms that best suit the brand or product that will be advertised. They must be creative in order to choose appropriate marketing material. Additionally, a marketing executive must be creative to ensure they use different ideas for the online promotions they create to avoid repetition but whilst also keeping a company trade mark. By doing this it ensures customers can relate the product back to the business without becoming bored of the style of adverts used.
Motivation: This is a good attribute for a marketing executive to have as it shows the manager is keen and determined to be independent on the project and is not afraid to get fully involved in the project. If the marketing executive is motivated, it will motivate others on the team and ensure the work is completed on time.
Confidence: A successful marketing executive needs to be a confident person who is able to talk to customers. It its a marketing executive's job to sell the products so they need to be confident that they have lots of knowledge about the business products, especially so they can write online promotions and expand the commercial awareness for the brand.
M2 (U24): Explain how personal behaviours and attributes affect career development opportunities within the media industry.
Job roles from Guardian website:
As a key member of the communications management team, the media manager will play a central role in the ambitions of the business, this particular job role requires you to be driven to improve the lives of the 10 million people with arthritis and musculoskeletal conditions. Similarly the key requirements of the job role include substantial and successful experience of working in a communications environment either in an agency or in-house. Experience of the not for profit health sector with substantial experience and demonstrable success in planning, delivering and evaluating consumer facing communications campaigns. Similarly in order to be a good candidate for this job you need to have strong project management attributes where you can lead a team of employees to deliver against objectives. Knowledge in national, regional print and online media.
In order to be successful in this job role you need to be able to keep a level as you are the media manager, this requires you to stay calm and in control in all situations so that the working environment stays positive and the work gets done. Moreover you also need to be able to negotiate, purchase and manage with other teams. It is also likely that some clients will be unhappy about the decisions the media manager has made, but staying calm and not rising to the same level of anger will help you to keep control of the situation and calm down the client, to then decide how to change the decisions to meet the clients requirements better. Another professional attribute necessary to working as media manager is good communication skills, especially at a company dealing with sensitive issues for some people. This part of the job includes giving talks with press and other communication groups appropriately and literally in order to relay the information successfully.
On the other hand, some personal attributes that can also help the business to reach its full successful potential are self-motivation. If the manager is keen and determined to get involved and complete the project, it will motivate others on the team and ensure the work is completer on time. As the media manager it is also imperative that you are confident as you will need to be the face of the company's media - developing a pipeline of media stories, ensuring integration and planning with digital marketing and public affairs teams. You need to be able to promote what the company is about writing online promotions and expanding awareness for the brand. For Versus Arthritis awareness is particularly important.
This advert is taken from the Guardian jobs website, and is for marketing executive based in Northampton. Clear attention to detail is needed, because the role requires proofreading of copy. This also means that English language skills will be important. Additionally, there is clearly some networking involved, so people skills will be important. A suitable candidate should be personable and professional, able to generate leads and liaise with clients where necessary. This was one of a number of different marketing executive roles available, so there is clearly a lot of opportunity in the sector, but because of the nature of the media industry, the successful candidate will have to stand out from the crowd. The media industry is hugely competitive, and experience is very important if you wish to succeed. Therefore, compiling a full, detailed CV is paramount.
D2 (U24): Explain the importance of etiquette when working on a media production.
Etiquette:
When working in media production, employee hierarchy must be respected. If you are disrespectful to an employee they could put your job at risk. By being respectful it shows that you respect their ideas and take them into consideration rather than disregarding them and making the employee feel unimportant or not on the same hierarchal level as you. It also shows that if you were in their position you would want to be treated with respect, by respecting people higher up in the hierarchy it shows others that you are professional and focused. This could potentially give you a promotion and show other companies your skills.
Also when working in the media industry you must be humble as you never know what opportunities might approach you, and when your work might backfire. An example of this would be creating something for pre-production, maybe a script that the director approves of and you boasting to your fellow colleagues. This may end up with you losing the chance for your script to be used and blacklisted in the media industry if you don't stay modest. Similarly, by being humble you are more likely to have the chance to move up the hierarchal positions without skipping steps.
As a media manager, you are managing a team of employees where etiquette is imperative, especially if you want to be respected. By also being respectful towards your team, it will encourage employees to work hard and give new, innovative ideas for the company's social media.
Being fair within your team and opening each employee up with creative opportunities will make them more confident, and make the company more successful.
Similarly, as the manager you will be at the top of the business hierarchy and so your responsibilities will be making sure that the team of employees you're managing are completing their individual and group tasks. Whilst working in this position you should consider Maslow's Hierarchy of Needs which states the growth and deficiency needs that employees need to be nurtured with in order to reach their full potential.
Maslow's Hierarchy of Needs also states love and belonging is necessary in a working environment so that employees can reach their full potential. As the media manager, your responsibilities would include creating a safe space/ environment for your colleagues. This is crucial within the workplace as it is important to create a comfortable space, allowing those within your team to communicate professionally. In turn this allows you to give feedback to people above you, so that you can advise on work related opportunities such as promotions. Additionally, during line management meetings with people you manage it allows them to confide in you professionally.
Outside of your interactions with colleagues, you may also need to liaise with clients and generate leads by attending networking events. Therefore, professional and personal etiquette is hugely important, especially as there will be competition from rival ad firms. Marketing managers will need to be presentable to a wide variety of people.
Finally, marketing managers may wish to be promoted themselves, to positions such as creative directors. So, whilst they are managing their own team, they will need to ensure they are leasing with their superiors, reporting back at regular intervals on progress, and ensuring that all directives are actioned. This will ultimately help a marketing manager to rise to ever more prominent positions within the industry.
P4 ( U24): Explain the behaviours and attributes required for a specific job role.
Marketing Executive
The professional attributes that a successful marketing executive requires include:
They need to have excellent communication and interpersonal skills, as well as commercial awareness and the ability to think strategically. A career in marketing is open to graduates, but a degree in the following subjects tends to help progress further - advertising, communications & marketing.
Good communication skills - The main responsibility of this part of a marketing executive job is to monitor and evaluate media coverage. Including, advice on outreach activities with press and other communication target groups. In order to relay information successfully, a marketing executive must be able to communicate appropriately and literally.
Keeping a level head: A marketing executive needs to be able to stay calm and in control in all situations. They need to be able to negotiate, purchase and managed other teams. Some clients may be unhappy about the decisions the marketing executive has made, but staying calm and not rising to the same level of anger will help them to keep control of the situation and calm down the client.
To be professional & organised: As the job requires someone to create marketing and social media campaigns and strategies, including budget planning, content ideation and implementation schedules, they will need to be disciplined and organised in order to meet deadlines.
An understanding of Digital marketing: This job requires this role to develop strong and innovative digital marketing strategies, and other techniques to drive traffic to company pages and generate interest in company products and services. With that in mind, they need to keep up to date with the contemporary changes in media.
Patience: People within this role need to be patient in order to achieve their goals, for example, a marketing campaign takes time to plan and carry out. Being patient shows determination and good management skills because you're able to manage the team of employees on the campaign.
Creative: As people within this job need to produce action plans for advertising campaigns from pre-defined marketing objective, they will select media platforms that best suit the brand or product that will be advertised. They must be creative in order to choose appropriate marketing material. Additionally, a marketing executive must be creative to ensure they use different ideas for the online promotions they create to avoid repetition but whilst also keeping a company trade mark. By doing this it ensures customers can relate the product back to the business without becoming bored of the style of adverts used.
Motivation: This is a good attribute for a marketing executive to have as it shows the manager is keen and determined to be independent on the project and is not afraid to get fully involved in the project. If the marketing executive is motivated, it will motivate others on the team and ensure the work is completed on time.
Confidence: A successful marketing executive needs to be a confident person who is able to talk to customers. It its a marketing executive's job to sell the products so they need to be confident that they have lots of knowledge about the business products, especially so they can write online promotions and expand the commercial awareness for the brand.
M2 (U24): Explain how personal behaviours and attributes affect career development opportunities within the media industry.
Job roles from Guardian website:
 |
| Sourced from Guardian website |
In order to be successful in this job role you need to be able to keep a level as you are the media manager, this requires you to stay calm and in control in all situations so that the working environment stays positive and the work gets done. Moreover you also need to be able to negotiate, purchase and manage with other teams. It is also likely that some clients will be unhappy about the decisions the media manager has made, but staying calm and not rising to the same level of anger will help you to keep control of the situation and calm down the client, to then decide how to change the decisions to meet the clients requirements better. Another professional attribute necessary to working as media manager is good communication skills, especially at a company dealing with sensitive issues for some people. This part of the job includes giving talks with press and other communication groups appropriately and literally in order to relay the information successfully.
On the other hand, some personal attributes that can also help the business to reach its full successful potential are self-motivation. If the manager is keen and determined to get involved and complete the project, it will motivate others on the team and ensure the work is completer on time. As the media manager it is also imperative that you are confident as you will need to be the face of the company's media - developing a pipeline of media stories, ensuring integration and planning with digital marketing and public affairs teams. You need to be able to promote what the company is about writing online promotions and expanding awareness for the brand. For Versus Arthritis awareness is particularly important.
 |
| Sourced from Guardian website |
This advert is taken from the Guardian jobs website, and is for marketing executive based in Northampton. Clear attention to detail is needed, because the role requires proofreading of copy. This also means that English language skills will be important. Additionally, there is clearly some networking involved, so people skills will be important. A suitable candidate should be personable and professional, able to generate leads and liaise with clients where necessary. This was one of a number of different marketing executive roles available, so there is clearly a lot of opportunity in the sector, but because of the nature of the media industry, the successful candidate will have to stand out from the crowd. The media industry is hugely competitive, and experience is very important if you wish to succeed. Therefore, compiling a full, detailed CV is paramount.
D2 (U24): Explain the importance of etiquette when working on a media production.
Etiquette:
When working in media production, employee hierarchy must be respected. If you are disrespectful to an employee they could put your job at risk. By being respectful it shows that you respect their ideas and take them into consideration rather than disregarding them and making the employee feel unimportant or not on the same hierarchal level as you. It also shows that if you were in their position you would want to be treated with respect, by respecting people higher up in the hierarchy it shows others that you are professional and focused. This could potentially give you a promotion and show other companies your skills.
Also when working in the media industry you must be humble as you never know what opportunities might approach you, and when your work might backfire. An example of this would be creating something for pre-production, maybe a script that the director approves of and you boasting to your fellow colleagues. This may end up with you losing the chance for your script to be used and blacklisted in the media industry if you don't stay modest. Similarly, by being humble you are more likely to have the chance to move up the hierarchal positions without skipping steps.
As a media manager, you are managing a team of employees where etiquette is imperative, especially if you want to be respected. By also being respectful towards your team, it will encourage employees to work hard and give new, innovative ideas for the company's social media.
Being fair within your team and opening each employee up with creative opportunities will make them more confident, and make the company more successful.
Similarly, as the manager you will be at the top of the business hierarchy and so your responsibilities will be making sure that the team of employees you're managing are completing their individual and group tasks. Whilst working in this position you should consider Maslow's Hierarchy of Needs which states the growth and deficiency needs that employees need to be nurtured with in order to reach their full potential.
Maslow's Hierarchy of Needs also states love and belonging is necessary in a working environment so that employees can reach their full potential. As the media manager, your responsibilities would include creating a safe space/ environment for your colleagues. This is crucial within the workplace as it is important to create a comfortable space, allowing those within your team to communicate professionally. In turn this allows you to give feedback to people above you, so that you can advise on work related opportunities such as promotions. Additionally, during line management meetings with people you manage it allows them to confide in you professionally.
Outside of your interactions with colleagues, you may also need to liaise with clients and generate leads by attending networking events. Therefore, professional and personal etiquette is hugely important, especially as there will be competition from rival ad firms. Marketing managers will need to be presentable to a wide variety of people.
Finally, marketing managers may wish to be promoted themselves, to positions such as creative directors. So, whilst they are managing their own team, they will need to ensure they are leasing with their superiors, reporting back at regular intervals on progress, and ensuring that all directives are actioned. This will ultimately help a marketing manager to rise to ever more prominent positions within the industry.
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