Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing is the study and management of exchange relationships. Marketing is the business process of creating relationships with and satisfying customers. With its focus on the customer, marketing is one of the premier components of business management.
Marketing is defined by the American Marketing Association as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." The term developed from the original meaning which referred literally to going to market with goods for sale. From a sales process engineering perspective, marketing is "a set of processes that are interconnected and interdependent with other functions" of a business aimed at achieving customer interest and satisfaction.
Scope of Marketing
Marketing Is a Process. A process is a particular method of doing an activity, generally involving a series of steps or operations. The classical marketing approach involves four broad steps: market analysis, market planning, implementation, and control. Market analysis involves searching for opportunities in the marketplace.
Market planning requires segmentation, target market choice, positioning, and the design of the marketing mix.
Market implementation includes the systems and processes to go to market with the marketing program.
Finally, marketing control refers to the informal and formal mechanisms that marketing managers can use to keep the marketing program on course.
It Involves a Mix of Product, Pricing, Promotion, and Distribution. Strong marketing programs do not involve one action, such as the design of a great product. Rather, the most successful marketing programs involve mixing the ingredients of marketing to deliver value to customers. This mixing entails blending the right amounts of the 4P ingredients, at the right time, and in the right sequence.
It Is About Exchange. Marketing is not successful unless two parties exchange something of value. The buyer may exchange time, money, or services, while the seller must exchange something of value to the buyer.
It Is Intended to Satisfy Individual and Organizational Needs. The aim of marketing is to provide a satisfactory outcome for both the firm and the customer. Firms can have highly satisfied customers if they provide services for free. The key to modern marketing is simultaneously satisfying the customer, the firm, and its shareholders.
Skills and Competencies needed to be a successful Marketer
- interpersonal skills
- good oral and written communication skills
- numeracy and analytical ability
- creativity and imagination
- influencing and negotiation skills
- organisational ability
- IT skills
- business and commercial acumen
- drive and ambition
- Digital advertising experience.
- Critical thinking and problem-solving skills.
- Continuous learning. Vertically and horizontally.
- Experience with contemporary digital tools, platforms, and channels.
- Basic spreadsheet skills.
- An ability to understand buyer needs and the sales process.
- Strong understanding of Inbound marketing.
Career Opportunities for Marketing Graduates in Nigeria
A career in marketing can include a number of different roles. These jobs in marketing can include internet marketing positions to more traditional marketing jobs like televisions, radio or billboard marking. The gamut of different choices almost feels limitless.
- Advertising account executive
- Advertising account planner
- Advertising art director
- Market researcher
- Marketing executive
- Media buyer
- Media planner
- Public relations account executive
- Public relations officer
- Sales promotion account executive
- Social media manager
- Business adviser
- Event manager
- Product manager
- UX designer
- Web content manager
- Marketing Specialist
- Social Media Manager
- Search Engine Optimization Specialist
- Email Marketing Manager
- Web Content Writer
- Web Producer
- Product Manager
- Marketing Analyst
- Advertising Coordinator
- Advertising Manager
- Public Relations Manager
- Brand Manager
- Media Buyer
- Chief Marketing Officer
- Digital Marketing Manager
- Digital Marketing Director
- eCommerce Manager
Admission requirements for the study of Marketing in Nigeria
For most high institutions in Nigeria, to study Marketing as a course, you need to meet specific academic requirements. Candidates seeking admission through the Jamb are required to have five credit level passes in the Senior Secondary Certificate Examination (S.S.C.E.) or its equivalent. These should include Five (5) SSC credit passes including English Language, Mathematics and any three (3) relevant subjects.
For Jamb UTME, English Language, and Mathematics, Economics plus one (1) other relevant Subject.
N/B Please check Jamb brochure for requirements for each school.