Marketing managers lead the teams responsible for creating, managing, and analyzing marketing campaigns. They have a broad overview of the company’s marketing strategy, including its market positioning, brand identity, and product development. They also have the responsibility of overseeing the activities of marketing staff. Marketing management requires a high degree of expertise in marketing communications, marketing research, and economics. Job responsibilities will vary depending on your organization’s needs and the industry in which it operates. Marketing managers are employed in a variety of settings such as marketing agencies, marketing departments of large corporations or small businesses, and non-profit organizations with marketing departments.
The Bureau of Labor Statistics (BLS) projects that employment of marketing managers will grow by 15 percent between 2014 and 2024, faster than average for all occupations. Job growth in this occupation is expected to come from the creation of new marketing jobs as well as from increased demand for services provided by marketing managers. Marketing managers are expected to be employed in many fields. Job growth in healthcare is expected to lead to an increase in demand for marketing managers in the healthcare industry. Job growth in other industries such as education, retail, and manufacturing is expected to lead to increased demand for marketing managers in these fields.
Marketing managers need an associate’s degree or a bachelor’s degree in business, marketing, or a related field. They should also complete additional coursework in business, marketing, and finance. Marketing managers should also have extensive experience in the field. Many employers prefer candidates who have at least several years of experience. A master’s degree is also a good choice for marketing managers. Many colleges and universities offer online master’s programs in marketing, which can be completed in as little as two years.
There are no specific state or federal licensing requirements for marketing managers. Some organizations require a bachelor’s degree in marketing or a related field, but others will employ skilled candidates with only a few years of experience. Some businesses prefer to hire candidates who have earned a master’s degree in marketing. Several certification programs are available for marketing managers. The American Marketing Association offers the Certified Professional in Marketing (CPM) program. The Marketing Education Foundation offers the Certified Marketing Professional (CMP) program. The Marketing Management Professional (MMP) program is offered by the Marketing Education Network.
Marketing managers need excellent communication and organizational skills. They should be able to lead small teams and motivate employees to achieve company goals. Marketing managers should also be well-trained in computer software, including Microsoft Word, Excel, and Outlook. Marketing managers should be familiar with the Internet and social media, including websites, blogs, and social networking sites. Marketing managers should also be familiar with e-commerce websites and online marketing tools.
Marketing managers are responsible for setting marketing goals and objectives. They should make sure the marketing department produces results in terms of increasing sales and increasing the company’s market share. Marketing managers are also responsible for setting prices and allocating funds for advertising campaigns and research projects. Marketing managers should keep in constant communication with the other departments in the company. They should also be in constant contact with customers about their needs and wants. Marketing managers should be familiar with legal and ethical issues in marketing.
The BLS reports that marketing managers earned a median annual wage of $100,750 in May 2014. The top 25 percent earned more than $128,090 a year, and the bottom 25 percent earned less than $76,370 a year. Marketing managers should be careful when considering offers to make sure the company will provide the training and experience needed for their positions.