What Does a Marketing Manager Do?

Marketing manager smiles in open office

Marketing managers are responsible for the success of programs and advertising campaigns that generate interest for a product or service among consumers. They often work for marketing firms. In this capacity, a marketing manager may work on several different brands. However, other marketing management professionals oversee the in-house marketing department of a corporation.

This career is a data-driven job, but it also allows professionals to exercise their creativity. It can also be a lucrative career path that holds great potential in the economy. According to the U.S. Bureau of Labor Statistics, the job outlook for marketing management professionals is expected to grow by eight percent through 2028.1

Job Responsibilities of Marketing Managers

The specific job duties of a marketing management professional can vary from one company to the next. Those who work for a marketing firm are placed in charge of leading all advertising campaigns for a specific brand or set of brands. Professionals who work for a corporation are responsible for leading and supervising the in-house marketing department.

Those who work for smaller companies may be expected to do more hands-on work, such as writing copy. While those who work for larger companies will primarily focus on project management duties. Some of the specific duties of a marketing management professional may include any of the following:

  • Analyze data collected from marketing research studies.
  • Evaluate prospective markets and price products or services accordingly.
  • Lead team members in developing new marketing programs and implementing them.
  • Oversee all aspects of marketing program implementation to ensure all team members stay on track.
  • Evaluate the results of implemented marketing programs and plan adjustments to future campaigns based on the data.
  • Planning online marketing and coordinating marketing campaigns with sales activities.

In addition to these tasks, marketing management experts are typically responsible for handling the administrative tasks and personnel issues for their department. These may include participating in the hiring process for new employees and making decisions about promotions and firings. Marketing managers may also be responsible for their department’s budget and for liaising with third-party vendors.

Skills and Traits of Successful Marketing Managers

When you work toward a marketing management degree, you will acquire the skills and qualities needed to become successful in this field. Work experience will enable you to continue to refine your skills throughout your career. The following skills and qualities are particularly important for marketing management professionals.

  • Communication: Marketing is a field that is centered on strong communication. Marketers must be able to clearly communicate a brand’s value to consumers. Management professionals need strong communication skills as they must collaborate with their team members and with cross-departmental staff such as art directors and finance professionals. Those who work in an agency setting must communicate effectively with clients.
  • Project Management: Managers often work on multiple projects simultaneously. It is essential to keep track of each project’s progress. Successful project management requires good time management skills, as well as prioritization and delegation.
  • Problem-Solving Skills: No project will proceed exactly as expected; there will always be last-minute snags and unexpected problems that crop up. With good problem-solving skills, marketing managers can creatively brainstorm solutions.

Additionally, effective managers tend to embrace the concept of servant leadership. This model proclaims that the main goal of great leaders is to serve other people. Servant leaders are excellent listeners who strive to empathize with others. They are committed to their own professional and personal growth and they also nurture the growth of their team members.

Working Toward a Marketing Management Career

Marketing management is not generally an entry-level job. Rather, these professionals typically begin their careers by working as non-supervising employees at a marketing agency or in-house marketing department. First, however, it’s necessary to earn a bachelor’s degree.

Some marketing managers come to the field after earning a bachelor’s degree in English or in a business concentration. However, if you already know that you would like to pursue a career in advertising, it makes sense to work toward a marketing-specific degree. You can pursue a job in this field with a bachelor’s degree in marketing management. However, you may wish to go back to school at some point to earn a master’s degree in a marketing concentration. This will help to enhance your career qualifications and pave the way toward pursuing a job in marketing management.

After gaining work experience on a supervisory level, you may eventually decide to launch your own marketing firm. Individuals with an entrepreneurial mindset will need to work hard to build their own agency by attracting brands that need assistance with promotional efforts.

If you’re interested in pursuing a rewarding career in the marketing field, you can develop a solid academic foundation for future success at Grand Canyon University. The Colangelo College of Business is pleased to offer the Bachelor of Science in Marketing and Advertising degree program for aspiring marketers and marketing management professionals. To learn more about this marketing management degree, click on Request Information above.

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1 https://www.bls.gov/OOH/management/advertising-promotions-and-marketing-managers.htm


The views and opinions expressed in this article are those of the author’s and do not necessarily reflect the official policy or position of Grand Canyon University. Any sources cited were accurate as of the publish date.