Marketing, advertising and communications is one of the most contentious exciting and creative areas within business and commerce. Through high profile activities such as advertising and promotions, marketing is one of the drivers to stimulate sales and business. More than this, marketing, sometimes at a higher level called branding, can be viewed as an approach to enhance company image. Most enterprises own in-house department or staff in handling marketing activities and they work closely with external agencies in advertising and communication areas with consideration of related budget and resources.

Firms in the advertising industry create advertisements for their client organizations, whereas public relations firms design and execute campaigns and events that promote the interests and image of their clients. These client-facing industries are fast-paced and dynamic, and long hours are common. Substantial travelling may be involved due to frequent meetings with clients and media representatives. Almost any degree discipline is acceptable for entry into these industries. Internship experience will be an advantage, as well as customer service and retail experience.

 

Marketing

Marketing executives and managers are in an unending race to keep up with and predict the ever-changing needs, demands and preferences of the customers. They must keep track of buying trends and the demographic of the customers, and target them accordingly.

Positions/ Job Title Offered                               

• Marketing Assistant, Assistant Marketing Officer, Marketing Officer, Marketing Manager                               

Typical Job Duties                              

• Brand building
• Developing new market and business opportunities
• Preparing and implementing marketing plan
• Organizing marketing road shows, exhibitions, seminars, etc.
• Liaising with advertising companies and media
• Leading sales team to achieve sales target
• Driving positive and progressive business result

General Requirements                       

• Degree holder of any disciplines
• Marketing or business administration background is preferred but not a must
• Creative, enthusiastic, self-motivated, visionary
• Sales oriented
• Excellent communication and people skills
• Willing to work long hours and travel

 

Advertising

The advertising industry includes not only the more commonly known print or broadcast ad agencies, but also niche players such as direct mail advertisers and display advertisers – businesses engaged in creating and designing public display ads for use in shopping malls or on billboards and other similar media in the public space. The industry also includes media representatives: firms that sell advertising space for publications, radio, television, and the Internet – and media buying agencies: firms that purchase advertising time (or space) from media outlets and resell it to advertising agencies or individual companies directly.

Positions / Job Titles offered                         

• Account Executive, Account Manager, Account Director, Director of Account Services
• Media Assistant, Media Executive/Planner/Buyer, Media Manager, Media Director
• Copywriter, Creative Director, Artist/Visualizer, Art Director

Typical Job Nature/ Job Duties

The three major departments in a well-established advertising agency are: account services, media and creative.

Account Services Department:

• to liaise with client
• to maintain good relationship with clients and co-ordinate the work of the agency's various departments to fulfill the clients’ needs

Media Department:           

• to plan and buy advertising space and time appropriate for ideas, products or services
• to assess value of various advertising media and to analyze the readership or viewership         

Creative Department:       

• to develop concepts and create advertisement
• copywriting, graphic/artwork
• other support units: studio and production, market research, direct marketing, merchandising and promotion, accounting and administration

General Requirements                    

• Degree holder of any disciplines (major in communications, business administration, marketing or economics an added advantage)
• Must be interested in people and should have a good understanding of consumers’ preferences and tastes
• Creative, resourceful, accuracy, and good judgment
• Good communication skill, proficiency in languages an asset
• With initiative and able to work independently
• Able to work under high pressure and meet tight deadlines
• Long and irregular working hours expected

 

Public relations (PR)

Public Relations (PR) is about managing and enhancing reputations. PR service is one of the services offered by advertising agencies, although there are also stand-alone PR agencies and PR departments within larger corporations. A typical day at work might include client meetings, calling journalists, collating lists of media to contact, writing copy for articles, arranging interviews and attending press conferences.

Positions / Job Titles offered         

• Assistant Account Executive/Account Executive/Public Relations Officer/Public Affairs Officer
• Apart from public relations consultancies, the Information Services Department of the Government also provides opportunities in this field, usually the entry grade would be Assistant Information Officer

Job Nature/Typical Job Duties

• For the industry, expertise from a consultancy is utilized on: improving a company’s human resources communications, sales promotions, planning media relations and producing promotional material
• This job nature is also known as Marketing Communication or Corporate Communication
• For professionals in this industry, duties include:
• To plan and carry out exhibitions, demonstrations and media conferences
• To liaise with clients
• To produce promotional material, prepare press releases and translation of documents

General Requirements    

• Degree holder of any disciplines (major in communications may have an advantage)
• Excellent writing and communication skills
• Good presentation skills are a great asset
• General interest in and awareness of public affairs

 

Related Associations/ Useful Links

Hong Kong Institute of Marketing (HKIM)	http://www.hkim.org.hk
Association of Accredited Advertising Agencies of Hong Kong (HK4As)	http://www.aaaa.com.hk
Hong Kong Public Relations Professionals' Association Limited (PRPA)	http://www.prpa.com.hk

 

(Source from The CUHK Careers Guide 2012)