What does a Marketing Manager do?

how to become a marketing manager

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Marketing managers analyze industry trends and demand for products and services then create a strategy to market the product or service. They often collaborate with sales engineers, financial staff, and advertising companies to ensure they have a successful approach to implementation. They would oversee their marketing strategy from start to finish and gather data surrounding its effectiveness.

Watch a video to learn what a marketing manager does:

How to Become a Marketing Manager

Though it is not a prerequisite, marketing managers more than often hold a bachelor’s degree in a related field, such as marketing, advertising, or communications. It is possible to earn an associate’s degree programs for entry-level opportunity, but these are far and between nowadays! Since this position leads projects, people, and manages the budget, most employers want a bachelors degree or masters plus experience in the marketing industry.

Coursework usually includes Communications. Macroeconomics, Public Relations, Finance, Business, Advertising, and Marketing classes. Also, social media, technology platforms, and the use of various computer software programs may be crucial due to many companies transitioning to internet marketing to keep up with consumer demands. Also, college or university programs offer internships and hands-on projects as well.

According to the Bureau of Labor Statistics, additional skills such as analytical, communication, creativity, Decision making, interpersonal skills, and organizational abilities are also vital characteristics employers look for when intervening potential candidates.

We also highly encourage you to participate in any opportunities you can while completing your degree. You can do this by joining clubs, associations, and networking with your peers and advisors to find various events or activities to gain experience. Some national organizations are the Public Relations Student Society of America or the American Marketing Association. You can also look for local and state associations.

Job Description of a Marketing Manager

how to become a marketing manager

Marketing manager’s primary tasks are to manage staff and plan programs to market and generate interest in products or services. They may prepare estimates and budgets to run a marketing campaign and submit them for client approval. Marketing managers may also work with advertising agencies and be involved in the negotiation and preparation of sales and advertising contracts.

Marketing managers must have a solid knowledge of various communication and marketing techniques and want to know their intended audience. It is essential to be socially conscious to understand the psychology and reasons people react as they do. They ultimately are the ones responsible for the final review and approval of any advertising material created, such as tv commercials, online advertisements, or print material for quality and effectiveness purposes.

Most advertising, promotions, and marketing managers work full time. Many marketing managers work more than 40 hours per week to meet deadlines. They also meet with clients during various hours and days to accommodate their schedules in the office or their clients’ place of choice. Besides that, they often travel or speak to local/national media to market their product or services. There is an increased need for marketing manager positions; those with internet-based advertising are more sought after and desirable to employers due to digital consumer demands.

Free Teacher and Student Resources

Babson College offers a free Customer-Centric Marketing for Entrepreneurs course on EdX.org (opens in a new tab) to pay a small fee to receive a verified certificate upon completion of the course. By taking this course, you’ll learn:

  • How to use customer discovery tools to identify market needs, problems, and opportunities.
  • Create customer profiles and personas that help you identify the right marketing channels to reach your customers.
  • Respond to evolving customer needs using personal, digital, social and mobile spheres.
  • Develop content and messaging that directly addresses consumer needs and drives brand excitement.
  • Develop key performance indicators (KPIs), metrics, and milestones to measure your campaign’s success.

Article Citations

Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Advertising, Promotions, and Marketing Managers.

National Center for O*NET Development. 11-2021.00. O*NET OnLine.

The career video is in the public domain from the U. S. Department of Labor, Employment and Training Administration.

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