Areas in marketing


At a very general level, marketing is broadly about finding out what customers want, then setting out to meet their needs through promoting and selling products and services. Marketing as a discipline is made up of a number of components such as market research, product and service development, price setting, advertising and other forms of promotion, distribution and selling.

Another way to conceptualise is to use the 7P’s of the marketing mix: develop the product, with the right packaging, position it correctly in the marketplace, promote it at the right price to achieve a reasonable profit with the right people.

While making a profit is a core objective for commercial organisations, marketing is also done by the public sector, e.g. to promote services or campaigns, like those associated with quitting smoking, and by charities and interest groups to raise awareness, influence opinions or to raise money.

Although some organisations develop, manage and implement all their own marketing activities, in many instances expertise in different areas of the marketing mix is bought in from specialists. These include marketing consultancies, specialist market research, direct-marketing, sales promotion, advertising and PR agencies. One distinction when thinking about career paths then is between in-house and agency roles.

Typical marketing divisions


The process of promoting an idea/product into the marketplace through media placement. See advertising| for more information.

Community involvement

Good for moral within the company and showing a caring side to the local community, community involvement consists of working with the local community. This could be through sponsoring local events, being part of local associations, chairing meetings, or volunteering in schools or local youth centres. It could also involve reaching the local community in an online arena.

Customer service

Part of the desired relationship and image the consumer has of a company or product. Customer service is important from start to finish.

Direct marketing

Is a form of advertising which delivers its message to consumers through forms such as fliers, leaflets, catalogues and street promotion. 


Part of the management chain of sending one product from storage to the retail outlet.

Market research

Generally specialising in quantitative or qualitative research a market researcher collects and analyses information which is used by companies to make informed decisions about their product or person. Will guide your decisions by getting data and information from the market, potential customers and competitors to inform your marketing strategy.

Media planning

Deals with finding the most appropriate media outlet for a client's brand or product.

Product pricing

Looks at the current market, product competition, consumer types, cost of production to set a suitable price for a product.

Public relations

The ongoing promotion of the reputation of a product/person in order to change opinions or influence support. See Public relations| for more information.


Planning and supporting your sales teams by driving forwards sales targets and formulating a plan as to how to reach your customers in order to meet these targets.

Typical agency divisions

Account handling

Involves working closely with clients, relationship building and ensuring the project runs on time and to budget within the agency, and coordinating all parties within and outside the agency to ensure the project runs smoothly. Responsible for constructing a marketing strategy for the business through understanding the company's objectives.


Responsible for the delivery and quality of the final product. They will work with all departments to ensure the product is as the customer requires.

New business

This department is responsible for sourcing new clients. If this department does not exist senior account holders tend to take the lead.

Planning and research

Responsibilities include planning the media output, the strategic direction of the marketing of the brand and gaining qualitative and quantitative consumer and industry insights.