Corporate Marketing Department

Many companies hire in-house corporate marketing professionals. For example, in 2006 apparel manufacturer Kellwood created a corporate marketing group to help the firm build awareness of its different brands. In addition, some corporations hire public relations and advertising firms to help them with their corporate marketing efforts. For instance, agency McCann-Erickson helped develop the “Priceless” campaign for MasterCard.

Skills that are essential for a successful career in corporate marketing include strong interpersonal abilities, creativity and analytical skills. An internship can be a good way to break into the field. Although some individuals have degrees in marketing, other people who work in corporate marketing have studied more general fields such as psychology or communications. In 2006 the average marketing salary for MBA graduates was about $70,000 to $80,000, depending on the size of the company. For undergrads on a marketing manager track, it’s generally $30,000 to $40,000.

A corporate marketing manager creates, executes and supervises initiatives that describe and promote a company and its goods or services. He or she often helps prepare presentations or speeches aimed at employees or consumers. In addition, a corporate marketing manager might help shape a company’s strategy, attend conferences to gather market intelligence, and manage or train staff. According to the Bureau of Labor Statistics (BLS), the mean annual wage for a marketing manager in 2007 was $113,400.

Due to the economic downturn, many companies have been slashing their corporate marketing budgets in 2008. Firms that have cut their in-house corporate marketing departments include Borders, Wenner Media and HP. In the long run, however, things look good for corporate marketing professionals. The BLS expects the employment of advertising, marketing, promotions and public relations professionals to grow by 12 percent between 2006 and 2016.