A Marketing Manager is someone who manages the marketing of a business or product. They can be responsible for several services or products, or be in charge of a single product. Marketing managers create strategies that help companies to meet their sales objectives. They conduct research, evaluate product demand, establish pricing strategies, identify a target audience, and determine the best way to reach that audience. They may also participate in package design, develop advertising campaigns, and choose media outlets, such as television, radio, Internet, billboards, or newspapers to promote their company's products. Marketing managers also build brand awareness through e-mail campaigns, newsletters, contests, celebrity endorsements, and product placement in television shows and movies. Marketing Managers work with other team members to create both simple and complex advertising campaigns. They will work with team members to determine the best and most creative ways to advertise the company’s products or services. They may be required to present these ideas to the company and to the final client in order to gain approval for implementation.
Marketing Managers also determine the marketability of a new product or service. They test out the level of public interest for a new product or service. They also determine, in concert with other team members, pricing and product placement. They look for new markets that may require the company’s products or services. Marketing managers perform the complex product research, including a thorough knowledge of the product’s strengths and weaknesses, prior to introducing the product to non-traditional marketplaces.
Much of the work in this field can be accomplished in an office setting. Product research, consumer purchasing trends, and new market analysis require both highly developed computer skills and strong interpersonal skills in order to determine a product’s viability.
Many marketing managers travel to meet with clients, work with production teams to fine-tune products, and take informal man-on-the-street polls regarding the client’s product or service. Additionally, marketing managers travel to meet with prospective media outlets such as video production companies, print production companies, and public speaking venues, as appropriate.
Entry Level Education
Bachelor's Degree; Master's often preferred in Marketing or Business Administration.