Marketing DefinedMarketing Defined

Marketing Defined

November is National DECA month. DECA, formerly known as the Distributive Education Clubs of America, is an association of students and teachers that prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management. In order to celebrate the impact that this club has had on the lives of high school students who are DECA members, Career Fuel is exploring the world of marketing.

First and foremost: Marketing defined. If you take a quick look at the headlines, chances are you will come across the word marketing. A New Jersey sports marketing firm holds an international soccer tournament at MetLife Stadium in East Rutherford; Princeton’s Digital Firefly Marketing keeps the lights on during Sandy; East Windsor Regional School District identifies marketing as an important career pathway for high school students.

Marketing often goes hand-in-hand with business. Americus Reed, a marketing professor at the Wharton School, University of Pennsylvania, says that marketing is the “fundamental glue” of any business. Marketing, he adds, is “that process by which we communicate and promote our products and brands and services to consumers, and is essential to generating interest, awareness, opportunity to buy and purchase decisions in consumers.” Simply put, marketing is everything you do to place your product or service in the hands of potential customers.

Having experience in the marketing field gives you the opportunity to experience many different jobs. According to, hot marketing jobs for the decade are decidedly digital, and include the following:

• Digital Media Strategist or “masters of the ever-expanding world of Internet marketing,” who help a company figure out its best approach to reaching customers in cyberspace

• SEO Analyst, who helps businesses with search engine optimization, a critical online marketing function for businesses that want to get seen on the Web

• Social Media Coordinator, who is in charge of monitoring and broadcasting a company’s brand on Facebook, Twitter and through other social media channels, which have become valuable marketing tools for businesses

• User Interface Artist, who is proficient with Photoshop, Illustrator and possibly 3D tools like Maya and Mudbox and, related to a web designer, is expert at making the screen experience easy and appealing

• Market Research Manager, who knows statistical modeling, analysis and spreadsheets and helps develop products by analyzing the market