Marketing managers launch products, develop and maintain a brand's image and formulate marketing and communication plans to generate, maintain and increase existing business. They may have to deal with many different projects at the same time.
To help identify and forecast customer demands, managers are responsible for planning and co-ordinating each stage of marketing plans, outlining budgets and timeframes. The work involves market research, product development, pricing, sales and distribution, and promotion of the product.
Export marketing managers work for companies selling their goods overseas. Products and services need to be promoted in different ways in different countries, and may require managers to spend time abroad. Managers will face many additional problems such as variations in currency exchange rates, import restrictions and local taxes.
All marketing managers spend time writing marketing and promotional briefs, giving presentations, briefing agencies and other departments, monitoring a campaign’s progress and writing marketing strategies.
The main areas of business a marketing manager may be involved in are consumer goods, services such as banks and airlines, industrial products, and the public sector.
Depending on the size of the company, a marketing manager might lead a marketing team.
Working hours vary depending on the sector, but many roles are 9am to 5pm, Monday to Friday, although as deadlines approach, evening and weekend work may be required.
Most of the time is spent in an office, often in meetings. Marketing managers also travel to see clients and agencies, and to attend conferences and exhibitions. Travel abroad may be required, particularly with export marketing. Some marketing managers work from home using a computer, but will spend part of the time in an office.
A driving licence is often required.
To be a marketing manager you need:
The major employers of marketing managers are companies selling products or services to the public or to other businesses and public sector organisations such as charities and councils.
Opportunities exist within marketing consultancies, often specialising in areas such as communications, advertising or market research. The Internet and the growth of e-commerce also provide an area of opportunity in marketing.
Vacancies are advertised in the press and in specialist publications.
It is possible for experienced marketing managers to become self-employed and set up their own consultancies.
People working within marketing often change jobs to gain experience. Promotion is linked to performance and would be to marketing director or a general management position. Gaining additional professional qualifications can help career progression.
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