Sales & Marketing

For any firm, the major objective is to market and sell its products or services profitably. In medium- and large-sized firms, which usually offer numerous products and services nationally or even worldwide, market research, marketing strategy, sales, advertising, promotion, pricing, product development and public relations are central activities of the organisation.

Although aligned, sales and marketing are not the same. Sales roles generally require a driven, focused and persistent person with a desire to work in what is often a highly commission-based environment. Marketing roles utilise a softer selling approach, based around messages directed at a target market via various media. There are less direct or tangible performance indicators in marketing, but results are equally important.

However, sales and marketing operate in a symbiotic manner within organisations. Sales needs marketing to generate brand awareness, create adverts and direct marketing campaigns, and build a profile with exciting and potential markets. Marketing depends on sales to utilise their work for direct results and to let them know what the customers are doing and saying.

The work

A career in marketing can include a number of positions and career pathways. Typical occupations for graduates include marketing assistant, sales representative, business development coordinator, market research assistant and publicity officer.

Fundraising, public relations and advertising are also often included under the banner of marketing.

The marketing and sales industry has experienced moderate growth in recent years. The numbers of workers it employs has increased with the overall growth of the Australian economy.

GCA and Graduate Opportunities would like to thank the Advertising Federation of Australia (AFA) for assistance with this industry profile. For more information, visit www.afa.org.au

What you need

  • Marketing degree or a degree in Business or Commerce with a major in Marketing preferred
  • Sales representative roles - generalist degrees
  • Excellent understanding of human behaviour, high emotional intelligence and the capacity to thrive under pressure

Money matters: graduate salary ranges for selected relevant occupations

  • Advertising Specialist: $33,000-$42,000
  • ICT Sales Professional: $40,000-$55,600
  • Market Research Analyst: $40,000-$52,000
  • Marketing Specialist: $38,000-$50,000
  • Sales and Marketing Manager: $42,100-$70,000

-- Figures from the Australian Graduate Survey 2008, GCA. Ranges refer to the middle 50 per cent of salaries for bachelor degree graduates with permanent residency, in full-time employment in Australia Oct 07-Apr 08.

Industry at a Glance
Source: www.joboutlook.gov.au

  • 94% employed full time (technical sales representatives)
  • 32% employed in NSW (public relations professionals)
  • Balanced outlook (3.1% growth: advertising & marketing professionals, 2007-09)