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Marketing Managers

Marketing managers plan, oversee and coordinate the marketing of a company's products and/or services. A marketing manager also identifies markets for a companies goods and/or services. Those in marketing management positions estimate the demand for products ands services provided by their employer and their competitors.

A marketing manager establishes marketing goals. They also study market trends and evaluate the need for new products and services. Marketing managers develop price strategies with the objective of maximizing a companies profits or market share.

Marketing analysis involves reviewing research data. To collect research data they utilize techniques such as focus groups, statistical surveys, test markets and on-site observation. Marketing analysis often includes the topics of customer analysis, competitor analysis, collaborator analysis, company analysis and analysis of the industry context.

They analyze the financial elements of product development, including budgets, research and development, appropriations expenditures, profit-loss projections and return on investment.

A marketing manager need to balance the company's goals and customer satisfaction while developing price strategies. Those in marketing management positions also hire and train employees, provide assignments and evaluate employee performance.

Some of the common job titles are vice president of marketing, marketing director, marketing coordinator, commercial lines manager, market development manager and product/brand manager.


  • Design and manage a company's advertising and promotion activities
  • Develop and manage marketing plans
  • Research, evaluate and monitor technological, financial and demographic factors
  • Consult with outside advertising agencies regarding ongoing advertising campaigns
  • Perform marketing surveys for new products and new product concepts
  • Collaborate with artists and writers and oversee copywriting, design, layout, paste up and the production of promotional materials
  • Create and recommend pricing strategy
  • Analyze market reactions to advertising campaigns, product packaging and merchandising policies
  • Offer recommendations for the basic structure and organization of the marketing group
  • Develop marketing activity reports

Job Characteristics

Marketing managers work in an office setting and often work more than 40 hours per week. Travel may be required. They need to have good management and interpersonal abilities. They should also have the ability to communicate persuasively in person and in writing. A marketing manager benefits from having good organizing and motivational skills.

A marketing manager needs to effectively present information to high level managers and public groups. Having good creative thinking ability and being skillful at analyzing data are helpful assets for the job.

Employment Outlook

The projected employment growth rate for marketing managers from 2006 to 2016 is 14%. In 2008 the median annual wage for marketing managers was $108,580. In addition, market management jobs exist in virtually every industry.

Education, Certification, and Licensing

Many employers seek candidates with a bachelor's degree in business administration with an emphasis on marketing. A master's degree with a specialization in marketing is preferred for some positions. However some employers do not require a degree for the position. Employers often require several years of work related experience. Sales experience is beneficial.

Classes in management, business law, economics, finance, accounting, statistics and mathematics are useful for the occupation. Also, an internship while the candidate is attending school is very beneficial.

Some marketing management positions require post-secondary education that is related to the type of product or service that the company offers. In high-tech industries a bachelor's degree in engineering or science combined with a master's degree in business administration is often preferred by employers.


Major Employers

According to the Bureau of Labor Statistics the major industries for employment are management of companies and enterprises; management, scientific and technical consulting services; computer systems and design and related services; depositary credit intermediation; architectural, engineering and related services; and insurance carriers.

Other industries for employment are wholesale trade, retailers, market research organizations and advertising agencies, service sector businesses, and manufacturing.

Schools for Marketing Managers are listed in the Browse Schools Section.

Marketing Managers Skills

Below are the skills needed to be marketing managers according to their importance on the scale of 1 to 5 (1 being lowest and 5 being highest) and competency level on a scale of 1 to 7 (1 being lowest and 7 being highest).

Skill NameImportanceCompetence
Social Perceptiveness3.884
Reading Comprehension3.884.25
Critical Thinking3.884.25
Active Learning3.884.12

Marketing Managers Abilities

Below are the abilities needed to be marketing managers according to their importance on the scale of 1 to 5 (1 being lowest and 5 being highest) and competency level on a scale of 1 to 7 (1 being lowest and 7 being highest).

Ability NameImportanceCompetence
Oral Expression44.12
Written Comprehension44.12
Oral Comprehension44.38
Deductive Reasoning3.884.38
Written Expression3.884.12

Marketing Managers Knowledge

Below are the knowledge areas needed to be marketing managers according to their importance on the scale of 1 to 5 (1 being lowest and 5 being highest) and competency level on a scale of 1 to 7 (1 being lowest and 7 being highest).

Knowledge AreaImportanceCompetence
Sales and Marketing4.856.05
English Language4.485.04
Administration and Management4.044.61
Customer and Personal Service3.854.85
Communications and Media3.84.21

Marketing Managers Work activities

Below are the work activities involved in being marketing managers according to their importance on the scale of 1 to 5 (1 being lowest and 5 being highest) and competency level on a scale of 1 to 7 (1 being lowest and 5 being highest).

Work ActivityImportanceCompetence
Communicating with Supervisors, Peers, or Subordinates4.755.28
Establishing and Maintaining Interpersonal Relationships4.685.88
Interacting With Computers4.43.12
Organizing, Planning, and Prioritizing Work4.355.86
Making Decisions and Solving Problems4.344.67

Marketing Managers Work styles

Below are the work styles involved in being marketing managers according to their importance on the scale of 1 to 5 (1 being lowest and 5 being highest).

Work StyleImportance
Attention to Detail4.32

Metro Areas Sorted by Total Employment for
Marketing Managers

Listed below are the 10 largest metro areas based on the total number of people employed in Marketing Managers jobs , as of 2017

Metro AreaTotal EmploymentAnnual Mean Salary
Los Angeles-Long Beach-Anaheim10,550$146,440
San Francisco-Oakland-Hayward8,710$182,710
San Jose-Sunnyvale-Santa Clara6,440$201,380
Atlanta-Sandy Springs-Roswell6,270$137,180
Dallas-Fort Worth-Arlington3,770$145,230
Miami-Fort Lauderdale-West Palm Beach2,760$126,910
San Diego-Carlsbad2,620$152,350
Houston-The Woodlands-Sugar Land2,610$166,830

Compare Total Employment & Salaries for Marketing Managers

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Total employment and salary for professions similar to marketing managers

Source : 2016 Occupational Employment Statistics and 2016-26 Employment Projections, Bureau of Labor Statistics, BLS.gov; O*NET® 22.1 Database, O*NET OnLine, National Center for O*NET Development, Employment & Training Administration, U.S. Department of Labor, onetonline.org

Most Popular Industries for
Marketing Managers

These industries represent at least 1% of the total number of people employed in this occupation.

IndustryTotal EmploymentPercentAnnual Median Salary
Professional And Technical Services32,23019%$116,150
Business Management22,58013%$115,650
Electronics And Computer9,7705%$123,790
Banking And Credit8,6105%$103,300
Office Services And Staffing7,5004%$89,460
Durable Goods Wholesale7,2504%$116,940
Securities And Investment6,9104%$128,670
Traditional Publishing6,2803%$118,000
Non-durable Goods Wholesale3,4702%$121,070
Nursing And Residential Care2,8101%$57,360
Miscellaneous Manufacturing2,5601%$105,940
Real Estate2,3301%$88,180
Online Wholesale2,0401%$113,570
Internet Service Provider1,7801%$115,730
Movie And Music1,7201%$147,080
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We have some additional detailed pages at the state level for Marketing Managers.

Numbers in parentheses are counts of relevant campus-based schools in the state; online schools may also be available.

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