In order for a company to stay in business, it must be able to sell its goods or services at a profit. It is the responsibility of the marketing manager to coordinate and oversee the workers and strategies that will enable a company to identify potential customers and sell its goods or services to them successfully.
Marketing managers develop a business's marketing strategy. They work closely with product development managers and market research managers to determine the demand for the business's goods or services and to identify competitors and customers. These strategies are then developed based on researchers' findings regarding the best markets for the goods or services by geographic region, age, income, and life-style.
Marketing managers are also responsible for setting prices that will allow the business to make a profit while at the same time dominating the market for its particular goods or services. By working with sales and product development managers, marketing managers follow sales trends and come up with ideas for new products.
Marketing managers also work closely with advertising and publicity departments to see that the business's products are promoted adequately to attract customers.
Places of Employment and Working Conditions
Marketing managers can be found working in nearly every industry. Marketing managers are considered to be among top management and face a great deal of pressure. They often work long hours, including evenings and weekends. They often have to travel to attend meetings and meet with customers.
Qualifications, Education, and Training
Marketing managers must be creative, aggressive, responsible, and hard working. Usually marketing managers have been promoted from other positions where they have gained experience, decision-making skills, and leadership ability.
Educational backgrounds for marketing managers vary, but most employers require a college degree in either liberal arts or business administration with an emphasis on marketing. Highly technical industries, such as computer and electronics manufacturing, often require a degree in engineering or science.
Some large firms have management training programs. Others offer continuing education opportunities either in-house or at local colleges and universities. Often, companies encourage their employees to attend seminars and conferences given by professional organizations by paying their costs.
Potential and Advancement
Growing competition between foreign and domestic companies for control of their markets will result in many opportunities for marketing managers. Open positions will also occur as some managers are promoted to top executive positions and others leave the work force.
The U.S. Bureau of Labor Statistics forecasts that demand for marketing managers will grow by 9%—faster than average—between 2014 and 2024.
Income
Marketing managers received a median annual salary of $124,850 in 2015, according to the Bureau of Labor Statistics.
Related Jobs
Related jobs include art directors, demonstrators and product promoters, editors, graphic designers, market research analysts, public relations managers and specialists, sales managers, writers and authors, and technical writers.
