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  • Slide 1
  • Marketing Yourself: Analyzing the Marketing Interview Marketing Yourself: Analyzing the Marketing Interview
  • Slide 2
  • What recruiters look for Interview process Preparation Case questions Overview Marketing frameworks Advertising Resources Appendix Sample interview questions What recruiters look for Interview process Preparation Case questions Overview Marketing frameworks Advertising Resources Appendix Sample interview questions
  • Slide 3
  • What Recruiters Look For Recruiters are looking for demonstrated examples of the following: Leadership ability Analytical skills/problem solving capabilities Results orientation Teamwork Strong communications skills Creativity Interest in and awareness of marketing issues Passion for the product/industry/etc. You can draw on RIC, professional, undergraduate and extracurricular activities to showcase your abilities You do NOT need to have previous marketing experience You DO need to show how your past successes and experiences will allow you to succeed in a marketing environment Recruiters are looking for demonstrated examples of the following: Leadership ability Analytical skills/problem solving capabilities Results orientation Teamwork Strong communications skills Creativity Interest in and awareness of marketing issues Passion for the product/industry/etc. You can draw on RIC, professional, undergraduate and extracurricular activities to showcase your abilities You do NOT need to have previous marketing experience You DO need to show how your past successes and experiences will allow you to succeed in a marketing environment
  • Slide 4
  • Interview Process Overview Interview process typically consists of 2-3 rounds of interviews Interviews last between 30-45 minutes Mix of general, behavioral and case questions Some interviewers (especially in later rounds) may focus on a particular subject (e.g. case question, situational questions) Different interviewers may discuss candidates amongst themselves, but you can repeat examples Interview process typically consists of 2-3 rounds of interviews Interviews last between 30-45 minutes Mix of general, behavioral and case questions Some interviewers (especially in later rounds) may focus on a particular subject (e.g. case question, situational questions) Different interviewers may discuss candidates amongst themselves, but you can repeat examples
  • Slide 5
  • Interview Process General Questions Many interviews will start with getting to know you questions Tell me about yourself Walk me through your resume Answer this question concisely Focus on key decisions why you majored in what you did, what led you to your first job, what skills you developed and why you left, why you decided to come to Rhode island College, what your next move is, etc. Don t just restate your resume Talk about a common thread that leads you to a marketing position now This is your story so make sure you know it inside and out and be confident when you tell it Anticipate problems and know how you re going to steer around them Many interviews will start with getting to know you questions Tell me about yourself Walk me through your resume Answer this question concisely Focus on key decisions why you majored in what you did, what led you to your first job, what skills you developed and why you left, why you decided to come to Rhode island College, what your next move is, etc. Don t just restate your resume Talk about a common thread that leads you to a marketing position now This is your story so make sure you know it inside and out and be confident when you tell it Anticipate problems and know how you re going to steer around them
  • Slide 6
  • Interview Process Behavioral Questions Interviewers look to past demonstrated behavior to predict future performance Be prepared with multiple examples for key competencies (e.g., leadership, teamwork, problem- solving, etc.) Listen to the question and then organize your answer according to a framework Most common is the CAR framework Context: Describe the situation (What was the problem?) Action: Describe what steps were taken and be specific about your role (What did you do?) Result: Relate what the result was and when possible try to quantify the impact (What happened?) Most common mistake: not answering the question posed by the interviewer When in doubt, repeat it or write it down! Interviewers look to past demonstrated behavior to predict future performance Be prepared with multiple examples for key competencies (e.g., leadership, teamwork, problem- solving, etc.) Listen to the question and then organize your answer according to a framework Most common is the CAR framework Context: Describe the situation (What was the problem?) Action: Describe what steps were taken and be specific about your role (What did you do?) Result: Relate what the result was and when possible try to quantify the impact (What happened?) Most common mistake: not answering the question posed by the interviewer When in doubt, repeat it or write it down!
  • Slide 7
  • Interview Process Marketing Questions Many interviewers will probe your interest in and knowledge of marketing Types of marketing questions Structured case question (What would you do if) Open-ended (Tell me about a recent marketing initiative of yours that went well, and why?) Specific aspect of the marketing mix (e.g., critique a print ad or product) Zany question (Give me a 1 minute commercial about yourself) Many interviewers will probe your interest in and knowledge of marketing Types of marketing questions Structured case question (What would you do if) Open-ended (Tell me about a recent marketing initiative of yours that went well, and why?) Specific aspect of the marketing mix (e.g., critique a print ad or product) Zany question (Give me a 1 minute commercial about yourself)
  • Slide 8
  • Preparation Company Research Know what youre talking about! Main product lines? New vs. mature products? Who are the principal competitors? What s happening in the industry overall? What are the main distribution channels? What s driving revenue growth? Where might future opportunities lie? Why do I want to go to this company? Sources of information Career Placement Center Networking with RIC alums, etc. Grocery stores, Target, Wal*Mart, Costco for consumer goods Relevant channels for product/tech marketing Analyst reports (read one or two) Company s annual report Company website (check for press releases) WSJ, Business Week, WetFeet, Barron s, trade journals, etc. Know what youre talking about! Main product lines? New vs. mature products? Who are the principal competitors? What s happening in the industry overall? What are the main distribution channels? What s driving revenue growth? Where might future opportunities lie? Why do I want to go to this company? Sources of information Career Placement Center Networking with RIC alums, etc. Grocery stores, Target, Wal*Mart, Costco for consumer goods Relevant channels for product/tech marketing Analyst reports (read one or two) Company s annual report Company website (check for press releases) WSJ, Business Week, WetFeet, Barron s, trade journals, etc.
  • Slide 9
  • Preparation Interview Prep Document Helps you organize key examples from your resume Important for the resume walk and behavioral questions Type it and review it before your interview but DO NOT refer to it during the interview Organize it by question type Resume walk Why marketing/brand management Why that specific company Leadership, Teamwork, Initiative, Analytical Thinking, Creativity, and any additional behavioral/skill areas the company looks for (available on company website/careers)* Use bullets Outline your answers according to a framework *Have 3 examples for each in CAR framework Helps you organize key examples from your resume Important for the resume walk and behavioral questions Type it and review it before your interview but DO NOT refer to it during the interview Organize it by question type Resume walk Why marketing/brand management Why that specific company Leadership, Teamwork, Initiative, Analytical Thinking, Creativity, and any additional behavioral/skill areas the company looks for (available on company website/careers)* Use bullets Outline your answers according to a framework *Have 3 examples for each in CAR framework
  • Slide 10
  • Case Questions Overview Why Case Questions? Evaluate your ability to articulate complex thoughts Assess strategic and analytical thinking Evaluate your understanding of the business Evaluate your basic understanding of marketing issues Evaluate your ability to think creatively You can use basic case frameworks for almost all marketing related questions These cases tend to be different than consulting interviews There is not necessarily a right answer Why Case Questions? Evaluate your ability to articulate complex thoughts Assess strategic and analytical thinking Evaluate your understanding of the business Evaluate your basic understanding of marketing issues Evaluate your ability to think creatively You can use basic case frameworks for almost all marketing related questions These cases tend to be different than consulting interviews There is not necessarily a right answer
  • Slide 11
  • Case Questions Overview (Cont.) Process Interviewer gives a hypothetical business situation Step back, analyze the situation and come up with some recommendations for how you would solve the problem Take the interviewer through your thought process Common Mistakes Jumping to recommendations w/o a thoughtful analysis Throwing out marketing tactics w/o grounding them in the