PPB September 2018

noting, “Students want to learn skills related to interesting, rewarding and profitable career paths. They don’t like the idea of just being a ‘salesperson.’ I’m not aware of theories or concepts that differ for promotional products over other types of products.” When given the choice between job descriptions, students ranked the promotional products industry as their No. 1 marketing career path (Figure 4) . In fact, 81 percent of fourth-and fifth-year students indicated an interest in a potential career as a promotional consultant. But when asked, students say they are drawn to more ‘traditional’ marketing job titles, ranking Promotional Consultant fifth. The perception of promotional products in higher education is that “they are everywhere,” one full-time professor explained, “but [they are] not seen as part of a sophisticated and nuanced industry that requires a lot more in-depth thought.” This apparent disconnect illuminates a significant opportunity for the industry “by involving industry partners in teaching,” a full-time lecturer said. “Promotional products can be used as a link” between the institution and the supplier, distributor and business services companies to create forums and educate 81 percent of fourth- and fifth-year students were interested in a potential career as a promotional consultant without realizing it. FEATURE | 2018 Higher Education Study By Job Titles By Job Descriptions n=1026 n=1014 1 Corporate Marketing Rep Cold-call prospect customers for new business 10 2 Social Media Coordinator Help develop content and post daily on social media accounts 6 3 Event Planner Assist with pre-event planning, onsite logistics and post-communication with attendees 7 4 Market Researcher Help program survey and code analysis 9 5 Promotional Consultant Help design promotional and experiential marketing campaigns 1 6 Public Relations Specialist Help create press releases and media alerts 8 7 Agency Account Executive Help develop strategy that supports client initiatives and campaign objectives 5 8 Media Buyer Help plan and monitor paid advertising campaigns 4 9 Graphic Designer Help design marketing & advertising media and collateral 2 10 Copywriter Help create marketing communications content 3 Source: PPAI 2018 Higher Education Study Figure 4: Job Titles Vs. Job Descriptions Q. Which of the following careers interest you? 90 | SEPTEMBER 2018 |