Where creativity meets business skills: Marketing

2024.11.23.
Where creativity meets business skills: Marketing
Betti Nagy, a first-year doctoral student at ELTE, Senior Marketing Expert at Erste Bank, gave a presentation on the diverse career opportunities in marketing to prospective students of ELTE GTK. The aim of the presentation was to give the students an overview of the different areas of marketing, the responsibilities of the roles and the skills required.

Betti Nagy began by emphasising that the world of marketing is very diverse and offers a wide range of positions. Although many people think that marketing is just a world of slogans and advertising, it is much more complex than that, as the success of campaigns depends on understanding business objectives and strategic thinking.

The speaker highlighted that the presentation focuses on three key roles: manager, communications expert and digital designer. These are the core areas of the marketing profession that offer the greatest career opportunities.

Market research: the foundation for understanding your customers

Betti Nagy first introduced the role of market researchers, who are responsible for getting to know customers and consumers in depth. Their job is to collect, analyse and organise data using a variety of methods such as questionnaires, interviews and online observation.

The speaker pointed out that the results of market research are a key input into business decision-making, as they are used to develop new products, services and marketing campaigns. She gave the example that it is essential for a company to know exactly what customers think about its products, what they see as strengths and what improvements they expect.

Product managers: the managers of the product lifecycle

Speaking about the responsibilities of product managers, Betti Nagy explained that they manage the entire lifecycle of products, from design to launch, and ensure that the product remains competitive and profitable.

Product managers are responsible for creating new products and services, reaching the right audience and generating maximum profit for the company. Betti stressed that this position requires excellent business skills and a thorough knowledge of the market.

Media managers: campaign strategists

The role of media managers is a very dynamic and exciting one, according to the speaker. They are the professionals involved in planning the company's creative campaigns and ensuring that the message reaches the audience at the right time and place.

The speaker emphasised that media managers need to understand how different media platforms work, which channels are most effective in reaching the target audience and which creative formats are best suited to a campaign. They are also responsible for measuring and analysing the results of campaigns in order to fine-tune the strategy.

Brand managers: masters of brand building

In the next part of the presentation, Betti Nagy introduced the role of brand managers. She explained that they are responsible for building the brand identity and ensuring that the brand has a strong long-term position in the market.

The brand manager works closely with the campaign teams and other departments in the company. The position requires strategic thinking, creativity and business acumen. The speaker pointed out that the brand manager position can often be a stepping stone to a marketing management role.

Communications professionals: campaign managers and image guardians

The role of communications professionals can be divided into two parts: campaign managers and PR professionals. Campaign managers are responsible for implementing the marketing strategy and running campaigns, with a particular focus on ensuring that they have the desired impact.

The role of PR specialists is to manage the company's external communications. They are particularly needed in times of crisis, when rapid, credible and reassuring communication is essential. The speaker stressed that the work of PR professionals contributes to the long-term maintenance of the company's image.

Digital designers: specialists in the online world

The final part of the presentation focused on the work of digital marketing designers. The speaker stressed that they are responsible for the online presence of campaigns and the effective use of digital tools such as Google and Facebook ads.

The work of digital experts includes analysing results, optimising campaigns and adapting to new trends and technologies. According to the speaker, success in the world of digital marketing requires an analytical mindset and technical affinity.

Final thoughts

At the end of the presentation, Betti Nagy emphasised that the world of marketing requires not only creativity, but also business skills, and that if you can combine both, you can build a very successful career in this field.  She emphasised that marketing education at ELTE GTK provides not only theoretical but also practical knowledge that helps students build their careers. She concluded her presentation by encouraging the participants to try new things, to learn and to explore the possibilities of the world of marketing.

Photos by Péter Horváth