Marketing managers coordinate their company’s market research, sales, pricing and product development. They also develop marketing, advertising and public relations strategies. Depending on the size of the company, they may only focus on a few aspects of the marketing or they may be involved in the entire process, including administrative duties and writing and creating marketing materials.
Most marketing postions require a degree in marketing or a related field. These credentials can greatly enhance a marketers career prospects and lead to a higher starting salary and great employment opportunities. Check out the programs below which offer free information to prospective students:
Associate – Marketing and Sales by Rasmussen College
B.S. in Business Administration – Marketing by Kaplan University
Bachelor of Science in Business / Marketing by University of Phoenix
Marketing Manager Job Responsibilities
Marketing managers work with managers in the advertising and promotion fields to promote their company’s products and services. They work with other departments, such as market research and product development, to determine the demand for the company’s products and services and identify potential markets. They also develop strategies to establish prices that ensure customer satisfaction while maximizing profits and market share. Some marketing managers collaborate with sales, product development and other departments to monitor trends and need for new products and services.
Marketing is a broad field organized into many types, including real estate, online, small business and sports. Although the responsibilities may be different for each type, they all have the same goals in mind. These include focusing on the customer, finding vendors, monitoring the competition, owning the brand, communicating internally, effectively managing a budget and planning and executing strategies.
Before developing strategies and marketing plans, marketing managers must conduct extensive research regarding the market, competitors and customer base. Once they have finished research, they can proceed with creating a marketing plan and establish pricing and advertising strategies. Marketing managers must implement strategies to help them find and maintain customers.
High stress, long hours and frequent travel are all part of the job. Marketing managers often have to meet with their teams to ensure projects and goals are completed timely. They may also have to regularly meet with other departments, clients and others within the community. They need flexibility in their schedules to work long hours (often more than 40 hours per week) and change priorities on a moment’s notice.
Marketing Training and Education Requirements
Many educational backgrounds are suitable for employment in the marketing field. However, many employers prefer a bachelor’s or master’s degree in marketing or business administration. A background or education in management, economics, business law, finance, accounting, mathematics and statistics are highly recommended. Those interested in the marketing field are advised to complete an internship during college to gain experience and get their foot into the door of this competitive industry. In computer or electronics industries, employers may prefer degrees in science or engineering, along with a master’s degree in business administration.
Many marketing positions are filled internally through promotions, although the right combination of experience and education can help one from outside the company find a job. Many marketing managers start out as interns or marketing representatives and can work their way up the corporate ladder quickly, depending on company size and job growth.
Computer skills are required for managing data, creating reports and promoting services. There is an increase in online marketing, so Internet familiarity is a plus. Also, foreign language skills, especially in Spanish, are sought after by many employers, since the ability to communicate with other populations helps promote services and open up opportunities in other areas throughout the country.
Marketing managers should be highly motivated, creative and decisive. They need to be able to work well under pressure and focus well enough to complete projects on deadline. Persuasive communication skills and ability to work well with other managers and the public are very important. Marketing managers should also have good judgment and tact.
Marketing Manager Salary and Wages
The average yearly starting salary in the marketing field is $43,325. For marketing managers, the average salary is $108,580. These salaries can vary significantly based on employer size, location, education and experience. Marketing managers in the computer industries earn the most.
Average growth is expected for marketing manager positions, but there is tough competition and high demand for these jobs.
Marketing Certifications
Although certification is generally not required for marketing professionals, there are several available. The most widely-recognized ones are the Certified Product Manager and the Certified Product Marketing Manager. These certifications prove to employers that you have the skills and experience necessary to be considered one of the best in the industry. They cover product life cycles and focus on core thinking, theory and concepts and terminology used in product management. These certifications can be completed online. For Internet marketers, the Certified eMarketer certification covers basic Internet skills, e-mail marketing, e-commerce, website design, search engines and ethics.
Marketing Professional Associations
The American Marketing Association is a full-service organization that offers everything a marketing professional needs to advance their career – library, resources, job board, publications, training and events. The Business Marketing Association is specifically geared toward business-to-business marketers. The Direct Marketing Association stresses responsible marketing and offers members education, research and networking opportunities. The Web Marketing Association is made up of professionals who share a passion for Internet marketing and Web development.
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