Why Choose Marketing?
Marketing is a thrilling, fast-paced world driven by creativity and innovation. It takes form in a variety of industries, careers, and passions. From television to radio to brand campaigns, marketing allows us to bridge the gap between services and consumers to boost brand equity and experience.
At Penn, you can explore marketing in both academic and professional settings. Between the Wharton School, Annenberg School of Communications, and the College of Arts & Science, Penn offers concentrations in Marketing, Marketing and Communications, Marketing and Operations Management, Retailing, and a minor in Consumer Psychology. Penn also has a wide array of extracurricular opportunities that can teach you the ropes such as MUSE, Wharton Retail Club, and Emerging Markets Association. Professionally, our Career Services can help you find and pursue opportunities through walk-in appointments and creative career fairs.
A mission of The Wharton Future of Advertising Program is to bridge academia and practitioners to transform the scope, value, and impact of marketing. Thus, we can provide information for and connections to both educational and professional opportunities. We hope to be your primary source throughout your journey in the ever-evolving world of marketing to ultimately help you find your place!
The Marketing Community
Here are some organizations and publications within the marketing community. These are excellent resources to help guide you as you explore career options.
for market research, information, and analysis
for news and resources from a leading chronicler of the advertising business
is the world’s largest and most comprehensive professional society of marketers
for business topics and resources based on demographic studies
is an international association of academics, government officials and marketing practitioners interested in understanding consumers
is designed to assist businesses with their traditional and Internet marketing efforts
Organizations and Clubs in Philadelphia
The Philadelphia Advertising Club, a non-profit organization, has served the industry’s professionals with distinction. It is one of the region’s largest and most active trade associations. It represents Greater Philadelphia Ad Agencies, Greater Philadelphia Interactive Agencies, Philadelphia Media Buying Agencies, other specialty agencies, Philadelphia Broadcast and Print Media, and more.
AIGA’s mission is to advance designing as a professional craft, strategic tool and vital cultural force. AIGA, the professional association for design, is the place design professionals turn to first to exchange ideas and information, participate in critical analysis and research and advance education and ethical practice. AIGA sets the national agenda for the role of design in its economic, social, political, cultural and creative contexts. In 1981, a group of Philadelphia designers formed AIGA Philadelphia, the first local chapter of the American Institute of Graphic Arts.
PFPAUG was formed in order to provide a common ground for the local Flash design and development community. Through the group, members can exchange ideas, knowledge and information in a creative and supporting environment, advancing the current state of interactive technologies.
Organizations and Clubs in New York
The Art Directors Club is the premier organization for integrated media and the first international creative collective of its kind. Founded in New York in 1920, ADC is a self-funding, not-for-profit membership organization whose mission is to connect, provoke and elevate creative visual communications professionals around the world. It focuses on the highest standards of excellence and integrity in visual communications for the industry, and encourages students and young professionals entering the field. ADC provides a forum for creatives in Advertising, Design, Interactive Media and Communications to explore the direction of these rapidly converging industries.
Online Industry Publication Sites
Great online resource offering information about competitions, job postings. browse and post portfolios, as well as the ability to read many features from the printed Communications Arts’ various publications. CA also offers special student rates for subscriptions via their website!
The Agency Red Book, an annual publication, is the most comprehensive directory of advertising agencies in the U.S. and Canada, including not just ad agencies but also house agencies, media buying services, sales promotion agencies, public relations firms, a personnel index and an index to services and suppliers for specialized services to the advertising industry such as banners, binders, computer services, computer software, data processing, and voiceovers. In the front of this volume are lists and rankings of the top agencies by various industry categories. There is also a Special Market Index, categorizing agencies by two dozen specialties including Asian market, health care, travel and tourism, etc. There is also a supplement to the annual volume.
Careers in Marketing
Marketing opens up the door to a variety of industries and job positions. Here are a few examples of career paths in marketing, ranging from advertising to sales management.
Careers in advertising are not limited to writers and artists. Instead, advertising is an important business enterprise that requires a combination of planning, fact-gathering, and creativity and involves all phases of marketing.
Common industries include ad agencies, large corporations, media, management consulting, marketing research. This path is well-suited for people who possess people skills, creativity, and communication skills.
Under this system of organization, each brand or product within a company is operated as a separate business, with each standing on its own merits among its competition. This brand independence enables the company to market vigorously a number of different products-some competitive with others in the same company.
Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. They are generalists who coordinate the activities of specialists in production, sales, advertising, promotion, R&D, marketing research, purchasing, distribution, package development, and finance.
In brand/product management, individuals can expect early responsibility which should enable them to learn quickly and to demonstrate ability by contributing from the very outset to the operation of the brand(s) to which they are assigned.
People who are results-oriented and creative with strong interpersonal and analytical skills are fit for this path.
Industrial marketing involves the planning, sale, and service of products used for commercial or business purposes. Some industrial products are purchased on a new or one-time purchase basis, but most are purchased on a modified or straight re-buy basis from one of several acceptable suppliers. This is done to get an assured source of supply at the most favorable prices the competitive process offers.
Industrial marketing requires the ability to understand the customers requirements, and to propose the purchase of the product that best fits the customer’s needs. In this type of endeavor, the marketing person often acts somewhat like a consultant to the buyers in order to assist them in determining the most suitable products for their needs. The successful industrial marketing person is self-reliant and able to present the product line to the customer in the most favorable light.
Some common positions in this field include sales representatives, product manager, and pricing administrator.
Individuals employed in the field of marketing research are involved with providing management with information needed for decision making. Information about consumers, the marketing environment, and the competition are needed to operate effectively in the marketplace today. The marketing researcher may be involved with the decision maker in formulating the problem and identifying the information required by the decision maker for resolving the problem. He/she will generally be involved with designing the research project, including the data collection method(s) to be used and the sample to be taken. Additionally, the market researcher will be concerned with data tabulation, analysis, report preparation, and presentation of findings to management.
Strong analytical, methodological, and communications skills are important to this field.
New Product Planning
One of the major problems facing modern managers is the question of how to plan and implement new products and services. Millions of dollars are spent annually by large and small organizations to launch new products and services. Many of these fail due to poor planning. Persons who specialize in new product planning can find opportunities in the marketing of consumer products, consumer services, hospital and medical services, and public service programs. Persons involved in new product planning develop skills in understanding marketing research, sales forecasting, and promotional planning.
Career opportunities exist in the consumer industries, advertising agencies, consulting firms, public agencies, medical agencies, and retailing management.
Sales personnel deal with the market directly and personally. Throughout them, marketing becomes concrete and humanly meaningful. Other marketing people seldom see the customers that they influence. The people dealt with cover a wide range in both the employing and the client organizations in the complex effort to understand client needs, and to help shape the liaison activity to meet those needs.
Sales and sales management opportunities exist in a wide range of profit and nonprofit organizations, and in product and service organizations, including financial, insurance, consulting, and government. Commercial banking, for example, is a technical form of sales.
For more resources about careers in marketing, check out:
Marketing at Penn
- Marketing Concentration (Wharton)
- Marketing and Communication Dual Concentration (Wharton & Annenberg)
- Marketing and Operations Management Joint Major (Wharton) or Joint Concentration
- Retailing Concentration (Wharton)
- Consumer Psychology Minor (Wharton & College)
focuses on the needs and wants of the organization’s key stakeholders. In particular, understanding how customer perceptions and preferences evolve-and how the firm can influence them-are fundamental determinants of an organization’s long-run success.
teaches effective methods of conveying information, which is crucial in marketing whether it is in advertising, the development of web-based initiatives, or in the conduct of market research.
which emphasizes the importance of partnership between marketing and operations for new product development (NPD) given that NPD is a critical company effort highly dependent on internal innovation processes. Given the complexity of these processes, the insights provided by cross-disciplinary collaboration can be particularly beneficial in many efforts including: creativity-based new product development, innovation in service manufacturing and new service development, customer response to next-generation products, the use of conjoint analysis in engineering designs, platform-owner market entry, and design-intensive innovation.
is a secondary concentration which provides an interdisciplinary overview of the retailing industry, combining courses in core retailing skills with industry-relevant electives from Wharton and the College of Arts & Sciences.
which aims to promote the link between experimental psychology and marketing. Only with knowledge of consumer psychology can you properly connect a corporate strategy with consumers.
Courses and Professors
Marketing-Related Student Groups
These are a couple of student groups that are directly and indirectly interacting with marketing concepts and practices.
- MUSE Marketing
- 180 Degrees Consulting
- Consult for America
- Emerging Markets Assocation
- The Social Impact Consulting Group
- Wharton Retail Club
- The Wharton Undergraduate Consulting Club (WUCC)
Marketing-Related Research Centers
These Research Centers and Programs are associated with the Marketing Department in Wharton.
- Jay H. Baker Retailing Initiative
- SEI Center for Advanced Studies in Management
- Global Consulting Practicum
- Wharton Customer Analytics Initiative
links retail theory with practice by forming a partnership between world class researchers, students, and the global leaders of today’s retail industry.
which is founded by Professor Jerry Wind, seeks to identify and understand trends in management practice and their impact, and to design and implement research programs to meet the future needs of management. The results of our efforts provide both educational material to faculty as well as guidelines for corporate action.
is a global team of Wharton MBA students with those from other leading business schools who work with the top managers of their international client firms in order to develop a strategic plan that is grounded in market research and a detailed implementation plan for their clients.
helps companies understand how to monetize the individual-level data that they collect about customers based on the applications of academic models and subsequent translations for a high-level managerial audience.
Career Services for Marketing
Career Services can help students at various stages in their career development.
- Career Services counselors are available to discuss concerns regarding career planning and job hunting during appointments, walk-ins and mock interviews. To set up an appointment, click on your specific school
- Opt to receive weekly emails with opportunities and events pertaining to your industry of interest. To subscribe to the Creative industry (arts, entertainment, media, communications) listserv, email firstname.lastname@example.org with SUBscribe CreativeCareers in the body of the email
- Fall 2016 Career Link for Marketing, Consulting, Communications, Consumer Products, Education, Manufacturing, Non-profits, and Retail will take place on Friday, September 16, 2016
- Career Services provides resources for the Communications field, which includes many subfields such as Advertising and Marketing
- Online subscriptions to resources you can access for free-especially recommend Vault Career Insider and Wetfeet Insider Guides to find information on careers along with industry and company profiles