Education and Training Requirements
Green marketers have various educational backgrounds. Classes that provide a good foundation for this work include English, communications, earth science, business, mathematics, marketing, advertising, and speech. Computer classes are also helpful as much of the work entails writing and creating presentations and reports.
Most green marketers have a bachelor's degree in marketing, advertising, or business administration. It is also not uncommon for marketers to have degrees in English, journalism, speech communications, or economics. Degree programs usually include classes in psychology, sociology, business, economics, and Internet marketing. Most marketing managers have a master's degree.
Other Education or Training
Green marketers continue their education throughout their careers. The field is constantly changing, with new technologies and business practices and standards being introduced. They keep up with these developments and trends by taking classes through professional associations. For example, the American Association of Advertising Agencies offers the Institute of Advanced Advertising Studies, 12- to 14-week courses that teach advertising professionals about topics such as positioning and branding, team building, the media landscape, creative brief writing and creative development, and presentation skills. The association also offers executive workshops, professional development seminars, and webinars on account management, presentation skills, strategic planning, new technologies, and other critical skills.
Other organizations that offer seminars, webinars, and training include the American Marketing Association, Association of National Advertisers, Digital Analytics Association, Interactive Advertising Bureau, and the Internet Marketing Association. Contact these organizations for more information.
Certification, Licensing, and Special Requirements
Certification or Licensing
Green marketers may get voluntary certification to enhance their skills and improve their job prospects. The Internet Marketing Association offers the certified Internet marketer designation to applicants who pass an examination that tests their knowledge about the field. The Data and Marketing Association and Digital Analytics Association also offer certification programs to marketing professionals. Contact these organizations for more information.
Experience, Skills, and Personality Traits
Green marketers usually obtain internship experience while in college, and have three or more years of experience working on marketing projects for green clients.
The job requires analytical thinking, strong research skills, knowledge of environmental issues and green products and services, as well as the ability to think creatively and work with different types of ideas, forms, and designs. Strong communication and interpersonal skills are required to work effectively with others on projects and to clearly share ideas, discuss problems, and come up with appropriate solutions. Green marketers must also be excellent managers of their time and be able to prioritize and delegate work as needed. Project deadlines are often short and the pressure to finish work on time can be intense. Marketers who can think well on their feet and handle challenges with flexibility and patience do best in this job.