Studying Marketing vs Doing Marketing What I’m Learning as I Start My Career

When I first stepped into a marketing classroom, I was eager to dive into a world of strategies, consumer psychology, and brand management. The theories were exciting, and I couldn’t wait to apply them in the real world. I imagined that once I had the academic knowledge, executing a successful campaign would be as simple as following a recipe. But as I’ve started my career in marketing, I’ve come to realise that the reality is much more complex—and far more interesting—than I ever imagined.

In the classroom, marketing is presented as a precise science, with tried-and-tested formulas that, when applied correctly, will yield predictable results. However, stepping into the real world has shown me that marketing is as much an art as it is a science. Theories provide a strong foundation, but they are just that—a foundation. What you build on top of that foundation is where the true creativity and challenges lie. The gap between theory and practice is wide, and navigating it is where I’ve found the most valuable lessons.

The Gap Between Theory and Reality

?In school, marketing feels like a well-organised puzzle. Each piece fits neatly together: the 4Ps, SWOT analysis, segmentation, targeting, and positioning. These concepts form a solid foundation, giving you the confidence that you can handle any marketing challenge that comes your way. The classroom environment is controlled, with case studies and hypothetical scenarios that are carefully curated to teach specific lessons.

But then you step into the real world, and suddenly, the puzzle pieces don’t seem to fit as neatly anymore. In theory, everything is clear-cut, but in practice, things can get messy. Real-life marketing involves a myriad of variables that can’t always be accounted for in a textbook. For instance, while you may have spent weeks perfecting a marketing strategy in school, in a professional setting, timelines are often much tighter. Decisions that would take days of analysis in a classroom must be made in hours, sometimes minutes.

One of the most significant challenges I’ve encountered is dealing with the unpredictability of the market. Consumer behaviour, for example, can be unpredictable. A campaign that seemed foolproof can suddenly falter if a new competitor enters the market or if there’s a sudden shift in consumer trends. These are the moments when flexibility and quick thinking become essential. It’s not just about having a plan, but about being able to pivot that plan when necessary.

Another real-world challenge is dealing with the nuances of different industries. What works for one market might not work for another. In school, we often focus on broad concepts that apply universally, but in practice, the specifics of the industry you’re working in can drastically change how you approach a marketing problem. Understanding these nuances and tailoring your approach accordingly is a skill that comes with experience.

From Understanding to Action?

Understanding marketing concepts is one thing; putting them into action is another. During my studies, I spent a lot of time analysing case studies, where every detail was laid out for me. These case studies were invaluable in helping me understand the mechanics of marketing. However, real-world scenarios rarely come with all the details neatly presented. Often, I find myself making decisions with incomplete information, and this requires a different kind of skill set—one that I’m developing on the job.

Real-life marketing isn’t just about following a plan—it’s about adapting, experimenting, and sometimes even making educated guesses. For example, while a marketing plan might look flawless on paper, executing it means dealing with real-world constraints like tight budgets, short timelines, and unexpected roadblocks. These constraints often require innovative thinking and a willingness to take risks.

I’ve also learned the importance of metrics and data-driven decision-making. In school, we focused a lot on the creative aspects of marketing—crafting compelling messages, understanding consumer psychology, and building brand identity. While these are crucial, I’ve come to realise that data is the backbone of any successful campaign. I'm constantly honing my ability to analyse data, draw insights, and make informed decisions based on that data. The ability to balance creativity with analytical thinking wasn’t emphasised as much in school but is vital in the real world.

The Role of Technology

When I was studying, we touched on some of the tools marketers use, but the focus was more on concepts than technology. Now, in the workplace, I’ve had to quickly get up to speed with various software and tools that help streamline marketing efforts. From CRMs like Perfex to social media analytics tools, the technology side of marketing is vast and ever-changing.

One of the biggest surprises for me has been the sheer volume of tools available and the pace at which they evolve. Each tool comes with its learning curve, and staying updated with the latest technology is crucial. It’s not just about knowing how to use these tools but understanding how they can be leveraged to gain a competitive edge. For instance, mastering SEO tools can dramatically improve your online visibility, while advanced analytics platforms can provide deep insights into consumer behaviour that were previously inaccessible.

Another aspect of technology that has become apparent is its role in automation. While automation can streamline many processes, it’s also important to remember that marketing is still a human-driven activity. Technology is a tool, but it’s the marketer’s creativity, strategy, and understanding of the target audience that ultimately determines success. Balancing the use of technology with the need for human insight and creativity is something that I’m learning to navigate.

The Human Side of Marketing

?One thing that wasn’t fully covered in my studies is the human side of marketing. In the real world, marketing isn’t just about understanding markets and data—it’s about understanding people. Whether it’s working with a team, managing client relationships, or connecting with your audience, emotional intelligence is key.

I’ve also learned that collaboration is a huge part of the job. In school, I was focused on individual assignments, but in my career, I’ve had to learn how to work with others, manage different personalities, and navigate the complexities of office dynamics. Building strong relationships and being able to communicate effectively are skills that are just as important as any marketing theory I’ve learned.

Moreover, understanding your audience on a deeper level is critical. It’s not enough to know the demographics; you need to understand the motivations, desires, and pain points of the people you’re trying to reach. This requires empathy and the ability to see things from your audience’s perspective. I’ve found that the most successful campaigns are those that resonate on a human level, not just a transactional one.

As I reflect on the transition from studying marketing to doing marketing, I see how much I’ve grown in just a short time. Studying gave me the foundation, but doing marketing is where the real learning happens. It’s a dynamic, sometimes unpredictable field that requires a balance of knowledge, creativity, and people skills. And while it’s challenging, it’s also gratifying. I’m excited to keep learning and growing as I continue my journey in this ever-evolving world of marketing.

Written by: Karabo (Mamello) Moekoa?

www.successbydesign.co.za