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Common Interview Questions for a Marketing Services Executive

by Ian Linton, studioD

Marketing services executives plan and manage communications programs to support marketing campaigns. As a professional communicator, you must prepare as thoroughly for a job interview as you would for a marketing presentation. That means familiarizing yourself with the company and its markets, and anticipating the likely questions.

Show You’re Qualified

Interviewers want to know why you are qualified to do the job. They might ask, “Why are your qualifications relevant to this job?” or “Do you have any professional qualifications?” Competition for marketing positions makes it vital to have a minimum of a bachelor’s degree in public relations, communication, or journalism, according to the U.S. Bureau of Labor Statistics. You can get one step ahead of the other candidates if you’ve obtained a more specific qualification, such as a bachelor’s degree in communication management at institutes like the Roy H. Park School of Communications at Ithaca College. And, you can really demonstrate your professionalism if you’ve obtained accreditation through an organization like the International Association of Business Communicators.

Demonstrate your Strategic Skills

Strategic skills are important in this role. Interviewers may ask, “How do you develop a marketing services strategy?” You must be able to demonstrate how you have worked with senior executives, other members of a marketing team and product managers to develop a strategy. Show how you aim to develop an understanding of the company’s goals and values, and incorporate those in your marketing services plans. You can also expect questions like, “How do you provide a service to internal clients?” Explain how you advise executives and managers and help them establish their marketing services requirements.

Showcase Your Communication Skills

Interviewers are looking for evidence of excellent communication skills when they ask, “Can you give me some practical examples of your communications experience?” or "Do you plan and develop your own content, or do you rely on specialists?" You can demonstrate your writing credentials by showing examples of content for newsletters, corporate brochures, websites and email communications. If you’ve worked on advertising, press relations or events, present the concepts behind the campaigns and show the results you achieved.

Take the Integrated Approach

The interviewer will want to know that you have the experience and capability to handle the full range of marketing services programs. They might ask, "Tell me about your experience with other media apart from advertising?” or "How would you approach a campaign that included many different media?" You can gain an advantage over other candidates by showing that you understand how to develop integrated campaigns. Explain how you developed integrated campaigns that communicated consistent messages and brand images across all campaign elements, saved money and improved results. You can also demonstrate your project management skills by explaining how you brief different marketing services suppliers and agencies, and manage their performance.

Research the Company

Employers want to know what you can do for their company by asking questions like, “How do you think you could improve communications in this company?” or "How would you communicate a new product to our main market sectors?" Visit the company’s website to familiarize yourself with its products, customers and markets. Download any marketing communications material to review content and treatment. Research industry publications to review examples of advertising by the company and its competitors. By building a picture of the company’s existing marketing services environment, you can make professional recommendations that will demonstrate your potential contribution to the company.

About the Author

Based in the United Kingdom, Ian Linton has been a professional writer since 1990. His articles on marketing, technology and distance running have appeared in magazines such as “Marketing” and “Runner's World.” Linton has also authored more than 20 published books and is a copywriter for global companies. He holds a Bachelor of Arts in history and economics from Bristol University.

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