Marketing Manager

Introduction

Marketing managers organise the market research, advertising, selling, distribution and aftersales service for a product or group of products. They may write reports, undertake financial planning and be involved in the long term planning of successful products and services.

Back to Top

Work Activities

Marketing managers design marketing policies for an organisation. They are responsible for finding out what customers want and identifying markets for products and services.

In a small or medium sized organisation, a marketing manager may be involved in nearly all aspects of marketing. Larger companies often employ more than one marketing manager, each with their own area of responsibility. Typical initial entry may be as an assistant brand manager with specific duties connected with the marketing of a range of goods. They organise market research to assess buying trends, oversee advertising campaigns, prepare sales estimates, supervise printing and packaging design, and monitor sales performance.

The brand manager liaises closely with the sales force, designers, financial managers, public relations executives and any outside agencies commissioned to do market research or advertising. They also prepare reports for senior managers and analyse sales figures. During training, brand managers may spend time in sales or market research to gain a more complete idea of the whole marketing process.

Senior marketing managers supervise the work of junior staff and ensure the performance of their whole department. When reviewing the performance of a product, or launching it for the first time, the marketing manager must make many decisions about price, product name, packaging style, advertising theme, choice of media for advertising, production schedules, method of distribution and training of sales staff. The marketing manager must lead and motivate a team of colleagues, to meet realistic targets.

The marketing manager evaluates the marketing campaign after it ends and helps to develop long term strategies.

Many marketing managers travel to trade exhibitions and visit customers to gather information and build good customer relationships.

Back to Top

Personal Qualities and Skills

Marketing managers need good interpersonal and organisational skills. You must be able to lead and motivate teams and prioritise and delegate work. The ability to work to deadlines quickly and accurately and to meet targets, all within a set budget, is necessary.

You'll need excellent communication skills, both written and verbal. Good negotiating and influencing skills are also required.

IT skills are essential. You also need number skills to analyse figures and work within budgets.

Creativity and business awareness are important.

Back to Top

Pay and Opportunities

Salary rates for marketing managers vary widely depending on the company they work for, and the range of their responsibilities.

The pay rates given below are approximate.

Marketing managers earn in the range of £22,000 - £32,500 a year, rising to £43,500 - £60,000. Higher earners can make around £83,000 a year.

They usually work a basic 39-hour week. However, this can vary considerably. Late finishes and weekend work may be required, especially as promotional deadlines approach. So the working week can extend to well over 40 hours, often with no extra pay.

Employers throughout the UK include companies selling to the consumer market (from food products to cars) and the industrial market (goods and services to other companies), the service industry and the government.

Back to Top

Adult Opportunities

It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Some entrants have developed relevant skills by working in, for example, in marketing, advertising, statistics or economics.

If you don't have the qualifications needed to enter your chosen degree course, a college or university Access course (eg, Access to Business) could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges.

A number of centres, including Chartered Institute of Marketing accredited centres, offer relevant management and marketing qualifications by distance learning.

Other relevant distance learning courses are available from The Institute of Sales and Marketing Management: (Certificate, Advanced Certificate and Diploma), and International Correspondence Schools.

• 5% of people in occupations such as marketing management work part-time.
• 7% have flexible hours.

Back to Top

New Developments

Many people in this job are now involved in Digital Marketing. Digital Marketing promotes products and services using digital distribution channels such as the internet, mobile phones, sms display / banner ads, digital outdoor and search engine optimisation to reach customers.

Digital marketing covers traditional marketing areas but uses digital media to communicate with consumers.