Marketing roles are usually Head Office based and will involve working on part / all of the process to influence awareness of new products, or to build perception of desirability of existing products, in order to influence sales volumes and / or margins.

This involves analysis and implementation of the full 'marketing mix', traditionally the four P's - Product; Price; Place and Promotion - including PR, Advertising, Sales Generation, Market Research etc.

Marketing is based upon creating a customer perception of the product – the 'placebo effect' is well known in pharmaceuticals, where clinical outcomes may be influenced by the patient's perception of how effective the treatment might be. Equally, how a product is perceived influences its 'value' – or how much we're prepared to pay for it.

In essence, marketing teams strive to increase the desirability and profitability of a product or service.

Routes into Marketing – typically either as a graduate trainee, or having gained significant sales experience, making the move into Head Office for onwards development.

A first move into Marketing from the field is usually achieved within your existing company, perhaps as a secondment. This will be aided by your own personal study (either self funded or supported by your employer) towards such recognised qualifications as CIM (Chartered Institute of Marketing). Some Business Administration courses include Marketing Modules that may also be useful.