No commercial activity can be successful without marketing. Thus the field of sales and marketing has been exist-ing since time immemorial. Yet it is surprising that until recently it was not considered important enough for have specialized courses in marketing.
Marketing work has been done over the years by engi-neers, finance persons, managerial personnel, and just about anyone. Incidentally for a long time marketing used to be considered the refuge for anyone who could not qualify in a better field. It was presumed that selling can be done by any person who knows how to talk, is pushy and has perseverance. In the last couple of decades when marketing started being offered as a subject of specialization in MBA, and the demand for it grew significantly. Today it is recognized that marketing is as important an area of commercial activity as any other.
In fact now marketing is divided into specific areas such as market research, planning, product or event marketing, sales, after sales service, and market consultancy. It is a field which will continue to grow and expand regardless of ups and downs of industry and commerce.
And those who do well in future will be those who have learnt scientific and innovative techniques of each aspect of marketing, particularly since after globalization and increase in competition, the role of marketing personnel will be crucial for the success of any organization.
ENTRY: While an MBA with specialization in marketing still continues to be an excel-lent entry point into a this field, there are now many courses at the degree and diploma level for those who do not wish to do their management studies. Many private institutes have started practical oriented and effective sales and marketing courses. Of course, there are many people who just join and learn on the job, but they are not likely to go very high in terms of promotions to higher levels. For those who have already entered the field and wish to improve their knowledge,
correspondence courses are also available, though they may not be as effective as contact courses.
APTITUDE: Contrary to popular belief, just being able to talk well does not make a good salesperson. One should be a good judge of human behavior, have excellent communication skills (which includes being able to listen well), have a persuasive and assertive power, and also have a pleasing personality which makes others want to interact. The person should be an extrovert, have a fondness for travel, and the ability to make friends easily. It also needs tremendous resilience to be able to withstand rejections and rebuffs, while continuing to work under high pressure.
THE FUTURE: Marketing being the crux of any business organization, those who are qualified and who prove their competence, are likely to rise very fast. Even those starting at the lowest rungs of sales representatives or assistants, can aspire to become managers and even general managers.
Many people have used marketing as a starting point to rise to general management posts heading profit centers and branches. The training that one gets of working under tremendous pressure of targets and performance reviews, makes them very competent to handle diverse responsibilities in later life. Many who are extroverts and enjoy people, have found marketing work a pleasure in terms of travel, adventure, good social life, and exposure to different types of people, and that by itself can be a reward.
Post graduate diplomas in marketing and sales
Mount Carmel Institute of Management
58, Palace Road, Vasanthnagar
Bangalore – 560052
Bharatiya Vidya Bhavan
Course Road, Bangalore – 560001
Apex Institute of Professional Training
65 Blue Moon Complex, 4th floor
M G Road, Bangalore – 1
Xavier Institute of Management and Entrepreneurship
Seva Sadan Campus, 3rd Block