Marketing managers job description. Working with marketing research staff, marketing managers assess consumer demand for their company’s products and services, determine the appropriate target audience and identify key competitors. They also help to establish pricing that will drive sales and profitability while remaining competitive with others in the market.
Professionals in this role work closely with product development, sales and other managers to analyze trends that identify consumer needs and wants, and they provide direction that guides the development of new or improved products and services. Marketing managers may also evaluate the financial components of product development – such as research and development appropriations, budgets, expenditures, and profit and loss projections – to determine the potential return on investment and prepare optimal marketing support.
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Hiring, training and supervising marketing staff is also part of the marketing manager’s job. Other responsibilities include conducting team meetings and employee performance evaluations.
Marketing Manager Job Summary
- Marketing managers will face strong competition for top jobs.
- Those with strong computer and communication skills, a college degree and related experience should have the best job opportunities.
- Most marketing managers work long hours and travel often, but they are well compensated for their efforts.
Work Environment for Marketing Managers
Marketing managers usually work in offices close to those of top executives. Job pressure can be intense due to schedule changes and problems, but goals and deadlines must still be met. Travel is often required to meet with customers and other managers working on a project. Most marketing managers work 40 hours per week or more. When projects are due, they may work long hours that include weekends and evenings. During trade shows and other events, marketing managers may work from early morning until very late at night coordinating and participating in promotional activities.
Degree Requirements and Education
Most employers expect marketing managers to have at least a bachelor’s degree. Some give preference to candidates that have a master's degree in business administration with a concentration in marketing. Businesses in highly technical industries, such as electronics and computer manufacturing, may require applicants to have a science or engineering degree.
In addition to taking marketing classes, individuals interested in pursuing a marketing manager career should consider courses in accounting, finance, management, business law, economics, statistics and mathematics. Many students complete an internship while still in school to gain an advantage in finding a job.
Marketing managers need to have strong computer skills for data management and recordkeeping, and digital marketing skills are increasingly important as more marketing and promotions activities are conducted via the Internet. Candidates with the ability to communicate in a foreign language will have an advantage, as many companies seek to target Spanish-speaking populations and foreign markets. Professionals in this field should be flexible, decisive, creative, mature and highly motivated. It is important that they have the ability to keep good personal relationships with clients, as well as with executives and the staff under their supervision.
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While a number of different certification programs are available for marketing managers, these credentials are not mandatory or widespread. However, the number of managers who pursue certification is likely to grow as professionals seek to distinguish themselves in this highly competitive field. Employers often pay for marketing managers to complete marketing certification and training courses, and they generally encourage them to attend seminars and conferences in association with professional organizations.
Job Projections and Marketing Manager Salary Information
Marketing managers held about 169,330 jobs in May 2009, according to research published by the U.S. Bureau of Labor Statistics (BLS). These managers worked in almost every industry. Some of the top employers include professional, scientific and technical services firms as well as financial institutions and insurance providers.
The BLS expects employment in this field to grow about as fast as average for all occupations, with a 13% increase between 2008 and 2018. Job growth should result from the expansion of sales in the global market, and the need to differentiate products in a crowded market.
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BLS findings show that the median annual salary for marketing managers was $110,030 as of May 2009, with the middle 50% earning between $78,340 and $149,390. While the lowest 10% earn about $55,720 per year, the highest 10% earned in excess of $165,000.