Norman Schwartz of NDS Financial Inc.and Amy Krakow of Propaganda Marketing Communications, both graduates of Brooklyn College, spoke to students in the Marketing Society on April 30, 2013 about careers in marketing and related areas in business. Norm Schwartz emphasized the importance of getting hired in a company with a training program. He said it over and over: don’t look for a marketing position and don’t worry about the industry. The industry is not important but getting into a training program is what’s crucial. His path to success started with a solid training program in the shipping industry. Later he moved out of the shipping industry, having attained executive status, and into the brokerage industry. Now he does consulting. Learning how all the divisions in a company function is essential. If you can find a management training program with a marketing emphasis all the better but in a general management training program trainees generally have the option to choose which division they want to work in, and some people choose to do something very different than expected. You may find that you prefer Human Resources to the Marketing department. Training programs help broaden one’s horizons and they put you on a faster track to management than does an entry level position, says Norm Schwartz. Many students at Brooklyn College hadn’t heard of training programs. Often companies with training programs come to recruit on university campuses (this is a good article that will help you start finding companies with training program) http://career.csusb.edu/pdf/ManagementTrainingProgram_000.pdf. Norm Schwartz advised that students research and identify companies and apply to them directly. “Training programs” said Norm Schwartz making reference to that famous line from the Graduate on plastics http://www.youtube.com/watch?v=PSxihhBzCjk. The bus stops here he said, get on it, whatever the training program. Amy Krakow offered different advice: go directly into the field in which you want to work. People in marketing need two different strengths: intelligence and creativity. She explained that the first step in working in marketing is to be able to successfully market yourself. When people search for you online what do they find? Learn everything you can about a company you want to work for. Who are the people who work there and what do they look like? Find a way to capture their attention: it won’t be through a cover letter and resume sent to the HR department. You need to be smarter, more creative and to know more than everyone else. Some people have advantages but if you know more than they do and can do more you will get ahead in marketing. She felt there was a danger to training programs: you might get stuck working somewhere you hate, doing something you don’t want to do, and it will be hard to get out and to get back on track if your real goal is marketing. She spoke of many facets of marketing: advertising, PR, research, social media and of opportunities in marketing departments in many firms in all kinds of industries from health care to technology firms. Speaking a little of her own career path in the magazine industry she spoke of how while in the past marketing supported sales today sales can support marketing.
Thanks to Amy and Norm for conveying your knowledge of marketing and business to Brooklyn College students.