Marketing Managers

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Also known as:
Internet Marketing Manager, Marketing Administrator, Marketing Director, VP Marketing

ABOUT MARKETING MANAGER CAREERS
Video transcript

The goal of every business is to sell its products. And whether the product is a book, a bagel, a bottle of liquid hand soap, or even information, the same elements are involved: market research, advertising, sales, public relations, and promotions. Marketing supervisors and managers are the people who oversee and co-ordinate all of these activities.

It goes without saying that marketing managers need an in-depth knowledge of each of these areas. They've got to know statistics to interpret market research and advertising data, but they must also have a creative flair and a "sales personality." It's a rare combination, made even easier by the need for superb management skills.

In a modern marketing campaign, everything must go like clockwork. The product has to be on the shelves or ready for distribution when the ads run on Television. From planning magazine and TV ads to giving out free samples to customers - coordinating all of these elements can often be a major headache.

But when everything comes together and the product begins to sell - when you see your efforts and those of your colleagues directly paying off in increased profits for the company - you discover the true meaning of job satisfaction.

SNAPSHOT
Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.
Leadership
HIGH
Critical decision making
HIGH
Level of responsibilities
HIGH
Job challenge and pressure to meet deadlines
HIGH
Dealing and handling conflict
LOW
Competition for this position
HIGH
Communication with others
HIGH
Work closely with team members, clients etc.
HIGH
Comfort of the work setting
HIGH
Exposure to extreme environmental conditions
LOW
Exposure to job hazards
LOW
Physical demands
LOW
Daily tasks

Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.

Consult with product development personnel on product specifications, such as design, color, or packaging.

Initiate market research studies, or analyze their findings.

Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.

Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies.

Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.

Develop pricing strategies, balancing firm objectives and customer satisfaction.

Compile lists describing product or service offerings.

Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.

Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.

Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.

MAIN ACTIVITIES
Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Organizing, Planning, and Prioritizing Work Developing specific goals and plans to prioritize, organize, and accomplish your work.
Making Decisions and Solving Problems Analyzing information and evaluating results to choose the best solution and solve problems.
Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Selling or Influencing Others Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
AREAS OF KNOWLEDGE
Sales and Marketing Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
English Language Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Administration and Management Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
Customer and Personal Service Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Communications and Media Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
Mathematics Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
Computers and Electronics Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
Design Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models.
TOP SKILLS
Reading Comprehension Understanding written sentences and paragraphs in work related documents.
Social Perceptiveness Being aware of others' reactions and understanding why they react as they do.
Critical Thinking Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Active Listening Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Speaking Talking to others to convey information effectively.
Active Learning Understanding the implications of new information for both current and future problem-solving and decision-making.
Judgment and Decision Making Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Persuasion Persuading others to change their minds or behavior.