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Marketing managers are tasked with matching an organization's products or services to consumer expectations and demand. They devise and implement effective marketing goals and strategies, determine product pricing, in order to maximize the company's profits or market share. Marketing managers study market trends and competitors to identify potential new markets and the need for new products or services.

Titles for marketing manager jobs can vary according to their industry, level of responsibility and area of specialty. Some common titles are: marketing director, marketing manager, marketing coordinator, commercial lines manager, product/brand manager, business development manager, and account manager/supervisor.

Day in the Life of a Marketing Manager

Marketing manager jobs and responsibilities are usually determined, in part, by industry and level of responsibility. However, on a typical day, most marketing managers perform the following tasks:

  • Meet with department managers and staff to discuss budgets and contracts, marketing plans, and the selection of advertising media.
  • Design and manage a company's advertising and marketing plans.
  • Select the media for advertising (radio, television, print, online media, billboards).
  • Negotiate advertising contracts and consult with advertising agencies on ad campaigns.
  • Plan promotional campaigns such as coupons, contests or sweepstakes.
  • Collaborate with artists and writers on copywriting, design, layout and production of promotional materials.
  • Initiate marketing analysis of customers, competitors, collaborators, the company and the industry. This may take the form of focus groups, statistical surveys, test markets and on-site observation.
  • Research, evaluate and track marketing factors (technological, financial and demographic).
  • Run marketing surveys for new products.
  • Analyze market response to ad campaigns, product packaging and merchandising policies and compile marketing activity reports.
  • Analyze the cost of product development, including budgets, research and development, profit-loss projections and return on investment.
  • Develop pricing strategies for products or services marketed to the target customers.
  • Meet with clients to provide marketing or advertising advice.
  • Direct the hiring of marketing staff, supervise their daily activities, assign work, and evaluate employee performance.

Marketing managers typically work in an office and frequently work more than 40 hours per week. They may travel for business. Many marketing managers work in advertising agencies or in corporate or regional managing offices.

Important Characteristics for Marketing Managers

Those who succeed in this profession tend to possess some key marketing manager skills. Solid analytical skills allow them to interpret industry trends and consumer research and devise the new marketing strategies. They need to be creative in developing new marketing campaigns. And they should be able to communicate persuasively with staff, management and consumers. Other important marketing manager skills to have include strong interpersonal and motivational skills that can help them relate well to people in various roles and positions. Also needed: the ability to make sound decisions and organize their time, projects and budget efficiently.

Typical Steps for Becoming a Marketing Manager

The path to becoming a marketing manager may vary slightly depending on the company or industry you plan to work for. Those who work in marketing manager jobs typically have followed these step:

  1. Earn a bachelor's degree. Most employers look for marketing management candidates who have a degree in business administration with an emphasis on marketing. But some companies require a degree related to their product, service or industry. For example, some high-tech companies favor candidates with a bachelor's degree in engineering or science as well as a master's degree in business administration. If you know what industry or company you want to work for after you graduate, find out what type of degree they require.
  2. Work as an intern while you're earning your degree. Many colleges offer internships in advertising agencies or corporate marketing departments. This experience can give you practical experience in marketing and can help you build a network of contacts in the field.
  3. Go to work in advertising, marketing, promotions, or sales. Even entry-level jobs can provide helpful "marketing manager training," as they give you an opportunity to immerse yourself in marketing-related work and to learn from managers and customers. Most employers look for this type of work experience when they interview marketing manager candidates, so consider it an investment in your future career.
  4. Earn a professional certification. Completing a certification program can indicate to current or potential new employers that you've gained marketing manager skills that focus on the most current trends such as online advertising, SEO and email marketing.
  5. Consider earning a master's degree, with a specialization in marketing. This may give you a competitive edge to get a promotion in your current company or move to another organization. Again, do your homework and find out if, and with what organizations, such a degree might give you a career advantage.

Resources for Marketing Managers

Sources:

  • Advertising, Promotions, and Marketing Managers, Occupational Outlook Handbook, 2016-17 Edition, Bureau of Labor Statistics, U.S. Department of Labor, https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm
  • Professional Certified Marketer. American Marketing Association, https://www.ama.org/events-training/Certification/Pages/us-pcm.aspx
  • Summary Report for Marketing Managers, O*NET OnLine, https://www.onetonline.org/link/summary/11-2021.00

Marketing Managers Education Overview and Career Guide Skills

Below are the skills needed to be marketing managers education overview and career guide 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
Speaking3.884.12

Marketing Managers Education Overview and Career Guide Abilities

Below are the abilities needed to be marketing managers education overview and career guide 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 Education Overview and Career Guide Knowledge

Below are the knowledge areas needed to be marketing managers education overview and career guide 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 Education Overview and Career Guide Work activities

Below are the work activities involved in being marketing managers education overview and career guide 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 Education Overview and Career Guide Work styles

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

   
Work StyleImportance
Initiative4.53
Leadership4.37
Dependability4.35
Achievement/Effort4.32
Attention to Detail4.32

Metro Areas Sorted by Total Employment for
Marketing Managers Education Overview and Career Guide

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

   
Metro AreaTotal EmploymentAnnual Mean Salary
Los Angeles-Long Beach-Anaheim10,440 $152,000
San Francisco-Oakland-Hayward9,370 $176,370
Atlanta-Sandy Springs-Roswell6,760 $143,520
San Jose-Sunnyvale-Santa Clara5,630 $195,030
Phoenix-Mesa-Scottsdale5,030 $117,730
Seattle-Tacoma-Bellevue4,880 $156,380
Dallas-Fort Worth-Arlington4,110 $141,640
Miami-Fort Lauderdale-West Palm Beach3,050 $130,400
Houston-The Woodlands-Sugar Land2,680 $181,230
Detroit-Warren-Dearborn2,650 $140,240

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Total employment and salary for professions similar to marketing managers

Source : 2017 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

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