Business law marketing

Business law marketing – Career Watch 2004 Special Report

ALTHOUGH OUR ECONOMY MAY STILL BE SLOW, those entering careers in law and business are finding a healthy number of opportunities. Many of these careers are considered recession-proof. The Bureau of Labor Statistics reports that the number of lawyers in the U.S. topped 1 million in 2003 and record numbers are taking the LSAT. Job opportunities should be plentiful, according to

On-campus recruitment shows no signs of slowing down at many law and business schools. “We’ve been bracing for adjustments from recruiters but there haven’t been any yet,” says Roger Stegman, dean of student affairs at Roger Williams University in Bristol, Rhode Island. In fact, corporate recruitment efforts at the school have doubled in the past three years and applications to the Gabelli School of Business have increased 55 percent.


AJD (juris doctor or law degree) or MBA (master’s in business administration) requires two or three years of professional school beyond the four years of undergrad study. Although you can major in anything as an undergraduate, many future lawyers study English or philosophy, and many pre-MBA students take business, math, and marketing courses.

Keep in mind that an advanced degree can set you back more than $200,000 in tuition and lost income from not working chose years you’re in school. However, your future income can pay off big. Many new B-school (short for business school) grads have seen their starting salaries rocket by 80 percent beyond their pre-MBA wages.

Career experts all agree: The most important thing you can bring to business and law is good communication skills. “You need to be detail-oriented, and have good research and analytical skills,” says Susan Giundi, director of career services at the University of Michigan Law School in Ann Arbor.

Depending on their area of expertise, liberal arts grads do well in business. English majors tend to be good at presentations and writing persuasively, and may go into marketing and advertising. Math majors are recruited for banking, and history majors make excellent researchers. Even philosophy majors, who are taught to work through arguments, have been finding jobs with corporations.

With just a two-year associate’s degree, you can work as a computer network administrator, office administrator, paralegal, court stenographer, or legal assistant.


One of the biggest demands comes from consulting firms, which top the list of employers seeking new college graduates, according to the National Association of Colleges and Employers (NACE). “Many organizations are now outsourcing projects instead of doing them in-house,” says Camille Luckenbaugh, spokesperson for NACE. “That’s a reflection of how the work world has changed.”

Another hot business field is hospitality management. “Our seniors are getting five to ten job offers each,” says Sarah Parks, director of the School of Hotel and Restaurant Management at Pennsylvania State University in University Park.



AGE: 36

LOCATION: Missoula, MT

JOB: President and CEO of 2 X Inc.

EDUCATION: Business, marketing, and legal training may be helpful. McNulty-King graduated from the University of Montana with a bachelor’s degree in zoology. More importantly, she played professional basketball and learned firsthand about players’ needs and the duties of a good sports agent.

SALARY: Sports agents generally work on a commission basis. The commission varies from one to five percent of salaries. For endorsements, the commission may be as high as 33 percent.

ON THE JOB: A sports agent is like an athlete’s business partner. For the athletes she represents, McNulty-King negotiates contracts (including salaries) and deals for product endorsements. When she’s not in her office phoning her athletes, she’s traveling to scout new athletes, watch the players she already represents, and maintain in-person relationships with college and professional coaches.

REWARDS: As a former player McNulty-King enjoys helping clients like the WNBA’s Betty Lennox. “I can remember what I needed as a player and supply that to my players,” she says. “I also think it is very important to just be there for the players and provide friendship and support.”

CHALLENGES: Salaries and endorsement contracts for women still lag behind those of their male counterparts. “I only represent female athletes. Women’s contracts are substantially less and therefore most women will take a back seat with agents representing both men and women,” says McNulty-King.

MORE INFO: North American Society for Sports management, –Seth Endo



AGE: 23


JOB: Fontana coordinates fundraising events for the Heart Association.

EDUCATION: No specific education is required, but for a marketing-related career, a degree in business administration is helpful. Fontana earned a degree in e-business from Berkeley College in New York.

SALARY: The median annual salary for marketing managers is more than $70,000.

ON THE JOB: Fontana helps arrange the Heart Association gala and food and wine tasting events. A lot of the job involves coordinating the printing of solicitation letters, followed up with invoices and billing. Managing a huge database of names of potential contributors is key.

STARTING OUT. “I always wanted to start my own business, and the e-business training from Berkeley taught me office systems software, and how to set up Web pages and how to capture credit card information online. I’m using this knowledge to set up an online business selling health food and vitamins. But I also want real world business experience, which this job gives me.”

REWARDS: “I often get to speak directly with those who may contribute, and that helps me to be a better salesperson.”

CHALLENGES: “Soliciting people is hard–you have to say the right things. But you do it 100 times and you get it right. The job has taught me how to approach people.”

MORE INFO: Sales and Marketing Executives International,–Don Rauf



AGE: 35


JOB: Manages the college intern recruitment program for Walt Disney World.

EDUCATION: A bachelor’s degree is usually expected for managerial level positions. A major in a business-related field, especially human resources, is helpful. Breen has a B.A. in international affairs from the University of Colorado in Boulder.

SALARY: The median salary is $59,000.

ON THE JOB: Breen oversees the marketing, promotion and recruitment efforts made by Walt Disney World on more than 400 college campuses nationwide to attract interns.

STARTING OUT: Breen liked human resources when she graduated college because of the numerous opportunities it offered. “I found it amazing that I could work in a career in which I traveled around the country and possibly the world offering life-changing experiences to students,” she says.

REWARDS: “The opportunity to see students grow, both personally and professionally. I actively recruited on campuses before becoming a manager, and you can get close to the students personally.”

CHALLENGES: “Job markets change and the recruitment process always has to be revamped to keep up. Today students are technologically savvy–they’re used to Internet sites and interactive media. They don’t respond so well to conventional methods of recruitment, like posters or fliers.”

MORE INFO: Society of Human Resource Management,–David Schaffer



AGE: 43


JOB: Manager of product development for Apple Vacations.

EDUCATION: There are no set educational requirements, but those entering the field should have experience working with the public–they should also be friendly and outgoing. Travel experience is also an asset, as well as patience and a mind for details. Some colleges offer majors in travel and tourism. Courses in computers, foreign languages, and geography can be helpful. The American Society of Travel Agents (ASTA) has a correspondence course that provides a basic understanding of the industry.

SALARY: On average, tour managers can earn $25,000 to $40,000 a year. Most earnings are based on commission.

ON THE JOB: “Basically I put together all the components of a trip and negotiate for the best rate on airfares, hotel accommodations, greeters, and whatever. Once the package is together, I work with the marketers to get the word out to the public through travel agents. We eater to everyone from college students to seniors to families. Our ski program is especially popular with the college kids.

“All my math courses actually apply in this job. So much of my work is statistical analysis research based on consumer trends. You look carefully at sales in different areas, and based on the analysis we may decide to spend more on advertising in Phoenix, for example, because we’re identifying an opportunity we’re not taking advantage of.”

Travel experts must know about weather conditions, recreation options, restaurants, customs regulations, currency exchange rates, and passport and visa requirements.

STARTING OUT: “I always had an interest in different cultures, and after graduating from Northwestern University with a degree in physical anthropology and serving in time Marines, I thought a travel-related job would be the perfect gig. “

REWARDS: “I love figuring out the pricing and positioning of the travel package, working with the marketing department. I really like the deal-making end of it. I travel a lot for business, but I also have great opportunities to travel for pleasure–to Hawaii and Cancun.”

CHALLENGES: “It’s a very competitive business so you have to keep up with travel trends.”

MORE INFO: National Tourism Association,; ASTA,–Don Rauf



AGE: 34


JOB: Market training manager for Taco Bell.

EDUCATION: Landaverry has an associate degree in business from Los Angeles Trade Technical College and a bachelor’s degree in business administration from California State, Los Angeles.

SALARY: According to the Web site for Yum! Brands, parent company of Taco Bell, general managers earn $35,000 to $40,000 plus bonuses.

ON THE JOB: Besides working as the general manager of a Taco Bell store, Landaverry serves as a market training manager, grooming new managers. Throughout the day, Landaverry coaches the trainees, delegates tasks, and offers advice on how to motivate the crew and smoothly run the business. When he’s not training would-be managers, Landaverry sees that customers are served and satisfied, makes sure food is prepared correctly, oversees equipment maintenance, takes inventory of supplies, and tracks cash flow. He also often works side by side with team members–cooking on the grill and sometimes even grabbing the broom to clean up a spill.

STARTING OUT: Landaverry started as a crew member–working the register and making food–while attending community college. With the help of the tuition reimbursement plan Taco Bell offers, he continued his studies at Cal State. Meanwhile, he was steadily promoted through the management ranks.

REWARDS: “I’m proud that [employee] turnover has dropped significantly. It shows the company cares. They offer lots of incentives like great benefits and tuition reimbursement to motivate people to stay.”

MORE INFO: Taco Bell,



AGE: 35


JOB: Insurance agent/financial adviser, Capitol Financial Partners.

EDUCATION: No set education requirements, but Glassman has a bachelor’s degree in marketing from Ithaca University in New York.

SALARY: The median annual salary for insurance agents and financial advisors is $55,320.

ON THE JOB: Glassman spends his days talking on the phone to clients, meeting with them, and writing financial and/or insurance plans based on customers’ needs and resources. There’s no such thing as a typical day, he says. He spends much of his time building trusting relationships with clients and trying to help them realize their goals and understand options.

“You are an entrepreneur in this job; you are basically your own boss,” he says. “You can come and go as you please.”

REWARDS: “Helping clients achieve their goals, whether it be investment, retirement, or paying for their kids’ college tuitions.”

WORDS OF WISDOM: “Few people grow up wanting to be an insurance agent. You are either born into, or fall into, the financial services business. It is not easy, but it is worthwhile and satisfying. Be ready to build your business; it is not just a job. You get what you put into it.”

MORE INFO: The Life and Health insurance Foundation for Education,–Denise Marchionda



AGE: 33


JOB: Associate Media Director, General Motors Planworks.

EDUCATION: Typical curriculum paths include business, economics, telecommunications, advertising, or journalism. Schneider graduated from Ohio State University with a bachelor of arts in English and a minor in advertising. Utimately, ad plans must be sold to the client, so well-polished communication skills, both verbal and written, are necessary. Teamwork and creativity are essential to the success of any project, and numbers/data analysis is important.

SALARY: Median annual earnings for advertising managers were $58,890 in 2000. Marketing managers earned $71,240. Top performers ill this field can earn more than $100,000.

ON THE JOB: Schneider develops media plans for cars like the Chevy Cavalier. To attract young, female buyers, Schneider helped launch the “Be Smart, Look Smart” campaign, which featured booklets on style inserted in magazines such as Vogue and Glamour. She arranged a partnership with Macy’s department store so that the store’s fashions could be used in the booklets and so that a $50 Macy’s gift certificate could be offered to potential customers if they visited a dealer to “try a Cavalier on for size.”

STARTING OUT: Schneider was exposed to advertising through her family: Her father worked in the marketing finance area for Chrysler, then became chief financial officer of BBDO/Detroit (the agency that services Dodge). In college, Schneider joined the Ad Club and interned at an agency in Columbus, Ohio. On her first day at her first job (Young & Rubicam in Detroit), she and another recent graduate were given the choice between an account position and one in media planning. “I took the media job,” she says. “I knew I liked it from the exposure during my internship. We still keep in touch. I’m still in media, she’s still in accounts, and we giggle about how random the choice was, and how right it turned out to be.”

REWARDS: “Producing award winning work that generates success on behalf of your clients is rewarding,” she says. Schneider also says media planning folks area fun group: “There are so many opportunities to meet people, network, and have fun: lunches, parties, dinners, special events.”

CHALLENGES: “Keeping fresh.” The media landscape is ever-changing.

MORE INFO: American Association of Advertising Agencies,;,–Courtnay Sander



AGE: 24


JOB: Certified public accountant (CPA) for Ernst & Young and Vice President of

EDUCATION: Joseph has a bachelor’s degree in public accounting from Pace University in New York City. Accountants typically must have a few years of work experience before earning the CPA designation.

SALARY: Accountants earn approximately $43,500 per year. Senior accountants may earn six figures.

ON THE JOB: “I always knew I wanted to be a businessman. I thought wearing a suit and going to work was cool, and I knew accounting would help with various aspects of business ownership. A lot of CEOs start as CPAs. Accounting is really the language of business. As an auditor, my job is very flexible as long as I get the work done. Although some days I’m at the desk crunching numbers, other times I’m out of the office with different clients. I may be at a major handbag company doing an inventory count and verifying their financial information.”

REWARDS: “Being an accountant lets you see inside companies and better understand how they work, and that has helped me start a business with my wife, called Starting a business is a dream come true, and you have to always make time for your dreams.”

CHALLENGES:”You have to challenge yourself to be your best, live your life with passion, and make a difference. It’s a misconception that complex math is used in accounting–if you know adding and subtracting you’re set. People skills and time management are the most important. The computer helps with the complex math.”

MORE INFO: The American Institute for Certified Public Accountants,–Don Rauf



AGE: 35

LOCATION: Washington, DC

JOB: Lawyer (rank: Major) with Judge Advocate General (JAG), which provides full-service legal advice for the U.S. Air Force.

EDUCATION: After receiving a bachelor’s degree in criminal justice and political science from the State University of New York at Brockport, Maj. Plummer went on to get a juris doctorate from Capital University in Columbus, Ohio, and a master’s in taxation law from Syracuse University. Lawyers typically complete three years of law school before taking the bar exam. To become an attorney with the Air Force, Maj. Plummer completed five weeks of commissioned officer training and the nine-week Judge Advocate Staff Officer Course to learn specifics of military law.

SALARY: The median annual salary for lawyers is $88,280. Air Force lawyers may earn less but the military provides many benefits.

ON THE JOB: “JAG provides legal advice to Air Force members–if they need help with tenant issues, adoption, bankruptcy, tax returns, wills, etc. I also work on military courtroom cases involving robbery, assault, bad checks. If the crime happened on an Air Force base it’s military jurisdiction.

“When I was based in Tampa, I worked on legal issues regarding wetland preservation, such as making sure aircraft operations don’t impact endangered species on the base. In Korea, I worked with Korean judges and prosecutors on a case where an airman was accused of disorderly conduct.”

STARTING OUT: Plummer worked for one year as a tax attorney in Syracuse, but then decided “I wanted to be part of something bigger.”

REWARDS: “I have the opportunity to serve my country and work on a variety of cases. I have traveled and worked in many different locations.”

CHALLENGES: Lawyers like Maj. Plummer use analytical and communication skills to develop persuasive arguments for their clients. They interpret laws, rules, and regulations. “Although travel is exciting [for a military lawyer], relocating a lot can be hard,” Plummer says. “It’s not for everyone.”

MORE INFO: The American Bar Association,; and the U.S. Air Force,–Don Rauf



AGE: 30


JOB: Lee is a buyer of women’s coats for a major department store.

EDUCATION: No specific education is required. Experience in retailing and merchandising is mandatory. Lee has a bachelor’s degree in English literature from Barnard College in New York City.

SALARY: The median annual salary for purchasing managers is $53,030.

ON THE JOB: Lee buys women’s coats from vendors and confirms that her store gets the correct merchandise. She also selects and submits merchandise to be advertised in newspaper ads and the store’s catalogs. Buyers seek to buy the highest-quality merchandise at the lowest possible price and then sell the product at a profit. They often study sales records and inventory levels, and keep abreast of changes affecting the supply of and demand for materials.

STARTING OUT: Growing up, Lee was exposed to retailing through the deli that her family owned. She didn’t plan to pursue a career in fashion merchandising until she met a store recruiter at a job fair at her college who was looking for an assistant buyer. The position emphasized the basics of retailing and merchandising, which Lee was familiar with. The recruiter’s enthusiasm inspired Lee to go into the fashion industry.

REWARDS: For a buyer, success is seeing merchandise fly off the racks. [t means they know their products and their customers. “Knowing that I did a good job in selecting which coats will be sold is rewarding. I love getting positive feedback from customers,” Lee says.

CHALLENGES: “Because all of our stores are spread out across the country, I don’t get to see all of the women’s coats in the stores on a daily basis,” she says. “Sometimes it’s hard to get a handle on who the customer is and what the competition is doing.”

MORE INFO: The National Retail Federation,–Anthony Krug


Here are median annual earnings of various business

and law occupations as reported by BLS,

Associate’s Degree Bachelor’s Degree

Secretary $23,560 Grocery Store Manager


Manager $44,120

$30,770 Advertising Manager

Paralegal $38,000 $58,890

Court ReporterBank Executive

$39,660 $120,840

Professional Degree

Federal Judge $145,100


Business American Marketing Association

American Business Women’s Association

Distributive Education Club of America

Future Business Leaders of America


National Association of Legal Assistants

National Paralegal Association

JD Jungle

Sports Management and Marketing

Sports Business News

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