Getting Into Marketing
Your practical guide to launching a marketing career in the UK
Breaking into marketing can be both exciting and overwhelming.
The industry is vast, creative, analytical, and constantly evolving – which means there’s space for almost every personality type. Whether you’re a student, a graduate, a career switcher, or simply curious about how to get started, this guide walks through the essential routes, skills, and first steps to help you build a credible career in marketing.
What Does “Getting Into Marketing” Really Mean?
Marketing isn’t one single career path – it’s a collection of specialisms that all aim to connect products and services with audiences. You might find yourself writing social media posts, analysing campaign data, managing influencers, or planning an advertising strategy. In the UK, marketing remains one of the fastest-growing professional sectors, employing around 225,000 people across industries from tech to retail.
The trick is to identify which area suits you best (links all go to articles that will cover the topics in more depth)
- If you love creativity and storytelling, content marketing, social media, or PR could be your thing.
- If you’re more analytical, performance marketing, SEO, or data analytics might be your route in.
- If you thrive on relationships, consider account management or brand partnerships.
Before sending out applications, spend some time exploring the different disciplines and where your skills might naturally fit.
The Core Skills That Employers Look For
Most marketing employers value three broad skill sets:
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Communication skills – writing, editing, presenting, and being able to explain ideas clearly.
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Creativity and problem solving – generating fresh ideas, spotting trends, or framing problems differently.
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Technical and analytical ability – understanding marketing data, social media metrics, and basic tools like Google Analytics or Excel.
In addition, marketers need soft skills like collaboration, curiosity, and adaptability. You don’t need to have mastered them all on day one – but you do need to show you’re developing them.
A quick self-check:
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Can you clearly explain what makes one advert more effective than another?
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Do you enjoy learning new digital tools?
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Are you comfortable combining logic with creativity?
If you answered yes to at least two of those, you’re already thinking like a marketer.
Education and Training Routes
Most UK marketing roles list a degree as desirable, but it’s not the only route. You can enter marketing through university, apprenticeships, or self-taught certifications. But without some kind of training, you have to ask – why would an employer want to hire you for a marketing role?
University Degrees
A Marketing or Business degree gives you a solid grounding in consumer psychology, branding, and digital strategy (depending on what and where you study). Many UK universities (such as Bath, Leeds, and Exeter) offer accredited courses with industry placements or sandwich years. You will also have to decide between a BA or a BSc – something I covered in a previous article.
Look for courses recognised by the Chartered Institute of Marketing (CIM) they often grant exemptions towards professional qualifications later.
Apprenticeships
If university isn’t your thing, a marketing apprenticeship lets you earn and learn simultaneously. Programmes range from Level 3 (entry-level) to Level 6 (degree equivalent) and cover topics like digital marketing, analytics, and content creation. You’ll work four days a week and study one, building practical experience that most graduates envy.
Professional Qualifications
Bodies like the CIM and Digital Marketing Institute (DMI) offer qualifications that boost your credibility. You can complete these while working or even freelancing (if you are lucky enough) – they’re highly regarded by employers and prove you’ve invested in your professional growth.
Free Learning Options
Free Platforms such as Google Digital Garage, HubSpot Academy, and Facebook Blueprint provide free certifications in digital marketing fundamentals, inbound marketing, SEO, and paid advertising. Completing a few of these early helps your CV stand out and shows initiative.
Gaining Experience – Even Without a Job
Here’s the truth: experience is the hardest thing to get and the most important thing to have.
The good news is, you don’t have to wait for someone to give you permission to start.
1. Volunteer Your Skills
Offer to help a charity, sports club, or local business with social media, newsletters, or event promotion. You’ll learn quickly and gain results you can reference in interviews.
2. Create Your Own Projects
Build a personal blog, YouTube channel, or Instagram page around something you care about – then treat it like a real campaign. Track growth, test different content styles, and analyse engagement.
This shows you can apply theory in practice.
3. Freelance Small Projects
Websites like Fiverr or Upwork can provide entry-level marketing “gigs”, writing product descriptions, managing accounts, or designing simple ad campaigns. Even two or three short projects can become solid portfolio pieces.
4. Internships and Placements
Paid internships (especially summer or year-long placements) are a great way to get industry exposure. Apply early – most large companies recruit marketing interns and graduates between September and December for the following year.
Remember: every post you write, every campaign you test, and every analytics report you run counts as experience. Keep examples and metrics – they’ll become your portfolio.
Building Your Personal Brand
Marketers sell products, but great marketers also know how to sell themselves. Treat your own career like a brand launch.
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Polish your LinkedIn profile. Include a professional photo, summary paragraph, and examples of projects.
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Share what you’re learning. Post takeaways from books, courses, or campaigns you admire.
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Engage in marketing conversations. Join groups like The Marketing Meetup or Girls in Marketing and connect with peers.
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Consider a personal website or portfolio. Even a single-page site showcasing your skills and results helps you stand out.
Employers notice people who demonstrate curiosity and initiative. By marketing yourself authentically, you’re already practising the craft.
Networking and Mentorship
Networking isn’t about schmoozing – it’s about learning from others. Attend free webinars, university guest lectures, and local meetups. Ask professionals for 15-minute “informational chats” about their career paths. Most people are happy to share advice if you’re respectful and prepared.
If you can, find a mentor – someone a few years ahead of you in marketing who can help you navigate early decisions. Many professional bodies (like the CIM) and communities (like The Marketing Meetup) run mentorship schemes.
These relationships often lead to internships, collaborations, or simply a clearer sense of direction.
Staying Curious and Evolving
Marketing changes daily – algorithms shift, consumer behaviours evolve, and new tools appear constantly. The best marketers are lifelong learners. Dedicate a few hours each week to exploring what’s new:
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Read Marketing Week or Campaign.
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Listen to podcasts like Marketing School or This Much I Learned.
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Follow thought leaders and brand strategists on LinkedIn.
Curiosity keeps your skills sharp and your ideas fresh.
