How to get into marketing: A comprehensive guide

Marketing is one of the most exciting and fast-moving industries in Australia. It’s strategic, creative, data-driven, and full of variety. Whether you’re passionate about storytelling, curious about human behaviour, or love technology, there’s a place for you in the marketing world.

Understanding the types of marketing careers, the key skills involved, and the pathways available will help you stand out from the crowd. This guide will explore the marketing landscape, how to identify your niche, and practical steps to help you break into the industry, even with no experience.

The current marketing landscape

The marketing industry has transformed dramatically over the last decade with the emergence of new digital channels. At its core, marketing sits at the intersection of commerce, customer demand, value, innovation, differentiation, and guides how we build relationships and communicate.

There are three main branches of marketing:

1. Brand marketing: This is about reputation and emotion, shaping how people feel about a business. Brand marketers craft messaging, tone of voice and visuals that align with a company’s purpose and values.
2. Product marketing: Focuses on promoting tangible goods, like sneakers or smartphones. Product marketers identify what makes a product unique, research competitors, and coordinate launches that connect with customers.
3. Services marketing: Applies to industries such as tourism, education and finance, where customers buy an experience or expertise. Marketers in this space focus on building trust and highlighting benefits.

Many people think marketing is the same as advertising, but they’re not the same. Advertising is just one element of the marketing process, the visible part that promotes a message to the public. Marketing sits behind the scenes, using insights, strategy and creativity to determine what to say, where to say it, and why it matters.

In today’s digital world, marketing also intersects with data analytics, user experience, and social media. Successful marketers understand how each element contributes to the bigger picture of brand building and customer engagement.

Identifying your marketing career path

Marketing supports every industry; there’s no single path into the profession. Before diving in, it’s worth exploring the types of industries and marketing careers available to find what suits your interests and strengths.

Start by researching different roles through career guides, job descriptions, marketing podcasts or connecting with other professionals on LinkedIn.

Think about what excites you; do you enjoy analysing trends, writing content, designing visuals or engaging with people online?

Choosing a niche can help you stand out, even if your long-term goal is to become a senior marketer. Having an area of expertise, such as social media management, SEO, or brand strategy, demonstrates your understanding of niches and how they fit into the larger ecosystem. It’s important to understand that modern marketing is highly integrated and how different specialists collaborate to create a seamless campaign. A single campaign might include a:

• Market researcher or user experience analyst
• Media planner or traffic manager
• Copywriter developing a messaging framework.
• Social media manager directing the right mix of organic and paid channels.
• Designer creating engaging visuals or interactive experiences.
• Data analyst tracking performance and guiding to results.

Understanding how these roles complement each other will give you a clearer picture of how teams operate and where you might fit best.

Examples of marketing career roles

Here are some popular types of marketing careers to explore:

• Digital marketing coordinator: Manages online campaigns and tracks analytics across multiple channels.
• Content marketer: Develops messaging frameworks, crafts blogs, scripts, articles and social posts to educate and inspire audiences.
• SEO specialist: Optimises websites so they rank higher in search results.
• Brand manager: Oversees the alignment and consistency of a brand’s image and messaging to strategy.
• Market researcher: Collects and analyses data to understand audience behaviour and preferences.
• Email marketing specialist: Builds automated campaigns to engage and retain customers.
• Performance marketing manager: Manages paid advertising budgets to achieve measurable growth.
• Public relations officer: Maintains media relationships and crafts stories that build brand credibility.

Each role demands a slightly different skill set, so exploring your interests early will help shape your education and career path.

Necessary skills for a marketing career

Marketing combines art with data and creativity with strategy. Whether you’re writing ad copy, managing campaigns or interpreting data, you’ll need both soft and technical skills to thrive.

Core professional skills

• Communication: The ability to express ideas clearly, both in writing and verbally, is essential. You’ll need to persuade, inform, and connect with different audiences
• Creativity: From brainstorming slogans to designing campaigns, creativity helps you capture attention and drive engagement
• Research and analysis: Great marketing starts with understanding people. You’ll use research to uncover insights about customers and competitors
• Planning and organisation: Managing multiple projects, deadlines and budgets requires strong organisational skills
• Teamwork: Most marketing projects are collaborative, involving designers, developers and strategists working together

Technical and digital skills

The marketing industry is expanding, with digital now at the forefront. If you’re interested in how to get into marketing today, you’ll need a solid understanding of the key principles of marketing, but also the tools and technology used, such as:

• Search engine optimisation (SEO) and search engine marketing (SEM)
• Social media platforms and analytics dashboards
• Email marketing tools such as Mailchimp or HubSpot
• Google Analytics for tracking and reporting
• Basic skills in design, and the ability to brief and work collaboratively with designers and design tools

You don’t need to master everything at once. Start by learning the basics of each area and gradually specialise. The more you combine technical know-how with creative thinking, the more valuable you’ll be to employers.

How to get into marketing?

There isn’t a one-size-fits-all answer on how to get into the marketing industry. Some people start from scratch right out of high school, while others shift careers into marketing, and even some make a complete career change.

The good news? Marketing is one of the most accessible industries to break into, especially if you’re motivated and willing to learn.

Here’s a step-by-step guide to help you start your journey:

1. Explore your educational pathway

The first step to getting into the marketing industry is to understand the education and qualifications you need. Though you can enter marketing without formal qualifications, studying will give you a structure and help you build the foundational principles of marketing and branding. The education requirements for marketing can vary depending on your goal:

• A Diploma of Business (Marketing) is ideal if you want a practical, hands-on introduction to campaign development, market research and content creation.
• A Bachelor of Business (Marketing) or similar Marketing degree provides a deeper understanding of strategy, consumer psychology and analytics, preparing you for leadership roles.

A Marketing degree or course with us gives you the chance to learn from industry experts and gain real-world experience while you study. Look for courses with accreditations or industry recognition, such as the Australian Marketing Institute.

Short online courses or micro-credentials can also be a great way to test your interest before committing to a full qualification.

2. Gain practical experience

Nothing builds confidence faster than hands-on experience. Look for internships, volunteering opportunities, or freelance projects that allow you to apply your knowledge. Even small projects, like managing social media for a local café or writing blogs for a community organisation, can demonstrate initiative and creativity.

If you’re studying with us, make the most of Work-Integrated Learning opportunities to collaborate with real clients. Building a marketing portfolio that showcases your projects, results, and creativity is one of the best ways to stand out.

3. Research marketing role niches

Before applying for jobs, research the many niches within marketing. Think about which roles align with your skills and interests. For example:

• Love writing? Explore content marketing or copywriting
• Enjoy data and strategy? Try digital marketing or SEO
• Passionate about people and branding? Look into public relations or brand management.

The more you learn about the different roles, the easier it will be to tailor your learning and career goals.

Network with professionals

Networking is one of the most effective ways to get into the marketing industry in Australia. Attending industry events, webinars, or guest lectures and joining online communities like The Marketing Meetup Australia can help build relationships. Many marketing opportunities come through personal connections, so the more visible you are in the community, the better.

Craft a tailored resume and online presence

When applying for roles, it helps to customise your resume to match the job description. Highlight any relevant experience, even if it’s unpaid, and showcase transferable skills such as communication, teamwork, or project management.

Your LinkedIn profile is just as important as your resume. Use it to share content, engage with marketing discussions, and show your enthusiasm for the industry. Employers often check profiles before interviews, so make sure yours reflect your professional goals.

Keep learning and adapting

The marketing landscape changes constantly. Platforms evolve, algorithms shift, and new technologies emerge. Stay curious by following marketing news, podcasts, and thought leaders. Free certifications from platforms like Google, HubSpot or Meta can boost your credibility and help you stay current.

Continuous learning not only enhances your skills but also demonstrates initiative, a quality employers highly value.