DMN3 Blog

Don E. Schultz, Ph.D., Professor of Integrated Marketing Communications Medill School of Journalism, Northwestern University

Editor’s Note: Dr. Schultz is often referred to as the Father of Integrated Marketing because of his extensive research and publications on this subject. He has been teaching and training marketing students for nearly 40 years. After reading the 25 interviews of highly successful marketing professionals in Profiles in Marketing Excellence, he wrote the following for the Foreword of this book. In his words...

"On the pages of Profiles in Marketing Excellence, you’ll find a wealth of knowledge, experience, wisdom and even discussions of marketing masters’ continuing hopes and dreams. All the people you’ll read about are successful in their field, or, in some cases, multiple fields. They share their experiences, their career paths, their views of how they got to where they are and where they think the marketing communications field is going. They don’t all agree, but then, that’s the real world you’re entering.

As I read through the interviews, several things struck me that might influence your job search and your first several years in the marketing business.

First, marketing communication, advertising, new media or whatever you want to call it is a job, a tough job, one that requires adaptability and adjustment. While some of the experts profiled fell into their opening positions and grew from there, the vast majority had several jobs. And, they used each of those jobs to extend and expand their knowledge and horizons.

Second, most view their work as a journey, one which is continually changing and evolving. Technology almost guarantees that. But, the key thing is: all seem to suggest that continuing to learn is one of the most pertinent requirements. Most are inveterate readers…of books, trade publications, newspapers and yes, even blogs. If you don’t read, you don’t know and if you don’t know, you get left behind.

Third, all have found some specific times and situations to simply think, reflect, wonder and explore. Some find time on airplanes, others in walking or running and still others in the shower. No matter what the location or situation, all believe this self-reflection is a key element in their success. You must continue to grow. College was just the prep school for the university of life.

Fourth, most judge themselves not by their position, but, by the marketing teams they have created, managed or in which they have been involved. This is clearly still a “people” business and if you don’t like people, you probably won’t do well.

Fifth, numbers are important. While intuition, inspiration and exploration will help, you’re going to have to deal with the quantitative side of the marketing business to succeed. If you don’t like or can’t deal with math or finance or measurement, you may find your business opportunities more limited.

Sixth, the contacts you make, the ones you create for yourself, the networks you share, the friends you make along the way are some of the most important elements in not only getting a job, but, being successful in the marketing field. Who you know is indeed as important as what you know. All these mentors suggest you reach out, make contacts, learn and grow. That comes from the people you meet now and will meet going forward."

Editor’s Note: You can read all of Don's words in the Forward or learn more about the book here:Profiles in Marketing Excellence

Next week Dr. Schultz will do a guest post entitled: The Future of Advertising and Marketing Communications: Tethered to Technology.