In its simplest definition, marketing can be considered “the management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 Ps of marketing.” (The "4 Ps" being: Product, Placement, Price, and Promotion of products.) Many business school students will be exposed to aspects of marketing throughout their time in business school. Whether considering work in a start-up, financial services or brand management, elements of marketing will be part of running any business. Traditionally, students seeking to pursue a career in marketing after business school will consider a brand management function with a consumer packaged goods firm, or work in many product-oriented industries. However, marketing roles are prominent across nearly every industry.
Brand management, or sometimes referred to as product management, is a function that performs “the process of maintaining, improving, and upholding a brand so that the name is associated with positive results.” Generally, post-MBA brand managers can be assigned to an associate role where they will perform a wide-array of responsibilities in supporting a brand team. Career progressions can vary greatly depending on the firm and industry. Generally, larger firms incorporate more structured career progressions, which seek to expose brand managers to a broad array of management functions. The recruiting process is time intensive and can add up to 10 hours a week to your academic workload through corporate presentations, informational interviews, and networking events. Though this usually culminates in January with interviews for Consumer/Packaged Goods companies, less structured opportunities definitely present themselves throughout the second semester.