Marketing Template
Your Career Management Guide
By William Arruda
IN TR O DUC T I ON
This is a template for career-minded marketing professionals who
understand the importance of on-going career management. It
provides tools, exercises, checklists and resources to keep your career
in gear and ensure you are on the
path to your ultimate career goal.
This template will be most helpful
to you if you review and update it
regularly (at least once a quarter,
ideally once a month) to keep your
career goals top-of-mind and focus
on career advancement.
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CONTENTS
Part I. Your Marketing Career Goals
Page 4
Documenting Your Ultimate Career Goal
Knowing Your Next Step
Part II. Your Personal Brand
Page 9
Knowing Yourself
Understanding Your Differentiation
Part III. Your Personal Brand Community
Page 19
Defining Your Personal Brand Community
Building and Maintaining Your Network
Participating in Associations
Demonstrating Personal Social Responsibility
Part IV. Your Career Communications Plan
Page 31
Maintaining Your Career Marketing Tools
Developing Written Communications
Speaking Publicly
Building Your On-Line Profile
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DO CU ME N TI N G Y OU R U L TI M A T E CA REE R GO A L
Effective career management starts with a goal. This section
allows you to document your ultimate career goal.
It’s important to start your career with the end in mind. Often, we are
reluctant to establish a long-term goal because it seems like once it is
set, we cannot deviate from it. This is not the case. There is no way
we can predict the future; but it’s important to have a goal post at
which you can focus your career advancement. That goal post may
move over the course of your career, but always having a point in the
distance on which to focus gives you
the perspective you need and