A career in international marketing is exciting and many times fast-paced. These employees play a key role in launching products and services worldwide.
As more and more companies are becoming global, the need for successful international marketing is increasing. Many firms will promote one of their successful marketing or sales managers into an international marketing position. These employees will need strong organizational and communication skills as well as the ability to multi-task. A solid and broad foundation in marketing, particularly in sales management and market research is highly desirable.
The key role of this employee is to identify and develop international marketing efforts in foreign countries which includes promotions and sales support. Expanding upon existing markets by tracking sales and analyzing these markets to increase sales and profitability is also a major responsibility.
International Marketing Job Responsibilities
A key contributor to the marketing team, this individual needs a strong understanding of sales and marketing in the global environment. This position will work with all aspects of marketing including market research, product development, sales, and advertising.
The ability to adapt to a wide variety of environments and cultures is necessary for this position. It’s highly desirable to be fluent in related foreign languages as this position will deal with foreign economies, politics, and culture on a daily basis.
Major responsibilities will include generating leads by identifying potential global markets. This position will determine the demand for products and services and track progress on these global prospects to increase market share and profitability. Building awareness of the company by participating in trade shows and industry analyst relations may also be required.
It is not uncommon for someone in this position to become a top executive within their company. As a result, strong leadership skills, communication skills, interpersonal skills, and analytical skills are necessary. An individual that is a team player and can motivate employees on all levels is key for this position and success for the company.
In today’s global market, this position must be highly skilled in computer usage on the internet as well as proficient in software programs utilizing spreadsheets, presentations, and other reports. The internet is a major means of communication to this position.
Frequent travel or living abroad is usually required for this position.
International Marketing Training and Education
Most firms seek an individual with a bachelors degree for entry level positions. A career path usually begins as a domestic marketing manager before being promoted to international marketing. Degrees in business administration with a concentration in marketing or in international business are highly desirable.
Requirements for the computer technology field is a little different. Interested individuals may acquire a bachelors degree in computer technology, engineering, or science along with a Master’s degree in business administration.
Experience in marketing counts highly in this field and internships in marketing or business administration are highly preferable.
Continued education is strongly desired as global technologies develop and more companies join the global market. Training and courses will vary depending on which field is chosen. Often the employer will recommend specific training programs and certifications.
Students interested in marketing should seek the advice of their counselors.
International Marketing Salary and Wages
Salary and wages for this position will be based on several factors such as the individual’s level of education and degree(s), experience, the size of the firm, and other factors the prospective company feels is relevant.
According to Payscale.com, the median salary for an international marketing manager is between $66,824 – $121,402. This salary includes bonuses and profit sharing. For comparison, domestic marketing managers earn between $45,484 – $80,662.*
*According to the BLS, http://www.bls.gov/oco/
Professionals who have a Masters of Business Administration (MBA) in Marketing earn between $81,000 – $120,030 according to Payscale.com. In comparison, those that have an MBA earn between $78,860 – $98,684.*
*According to the BLS, http://www.bls.gov/oco/
International Marketing Certifications
This is a highly competitive job market and any additional education or certification is recommended. Currently, not many individuals are certified in this area, however, there are professional associations that have certification programs available.
A few of the professional associations that offer certification programs are the Sales and Marketing Executives International, Inc., at www.smei.org; the American Marketing Association at www.marketingpower.com; and the Association of International Product Marketing and Management at www.aipmm.com. As eligibility for these certification programs differ, interested individuals should contact the association for requirements.
International Marketing Professional Associations
In this fast-paced field, it is highly recommended that marketing employees belong to at least one professional association. Professional associations will keep marketing employees up-to-date on marketing trends, new technologies, global markets, and other related marketing information. This information is valuable to the international marketing staff.
In addition to the professional associations listed under International Marketing Certifications, there’s also the Photo Marketing Association International (PMAI) at www.pmai.org; the Hospitality Sales and Marketing Association International (HSMAI) at www.hsmai.org; and the Search Engine Marketing Professional Organization (SEMPO) at www.sempo.org.
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