A marketing manager can develop product promotion strategies, conduct market research, manage campaigns and budgets and analyze performance. They help boost brand awareness and drive business growth.
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Approved and verified accurate by the assistant vice president of GCU Marketing on Dec. 6, 2024.
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.
If you’re both creative and analytical and have an interest in helping companies flourish, then you might consider pursuing a career in marketing. There are many different marketing-related careers, including marketing manager.
Marketing managers are responsible for the success of programs and advertising campaigns that generate interest in a product or service among consumers. They work to promote brand awareness and drive conversions (conversions occur when a potential customer becomes a customer). Here, you can learn more about the role, including the typical marketing manager job description.
The specific job duties of a marketing management professional can vary from one company to the next. Their role can also depend on whether they work for a marketing and advertising agency or for an in-house marketing department at a company.1 Those who work for a marketing firm may be placed in charge of leading all advertising campaigns for a specific brand or set of brands.
A marketing manager job description may include the following responsibilities:
Additional marketing manager responsibilities can include handling 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.
According to the U.S. Bureau of Labor Statistics (BLS), the job growth for advertising, promotions and marketing managers is expected to be 8% from 2023 to 2033, faster than average. This indicates that employers expect to hire about 31,100 new professionals during this time period.2
Salary expectations for these professionals can vary depending on a number of factors, such as geographic location, employer, years of experience and so on. According to the BLS, the median annual salary for advertising, promotions and marketing managers was $156,580 as of May 2023.3
When you work toward a marketing and advertising degree, you will have opportunities to 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:4,5
Additionally, effective managers tend to be influential and empathic leaders and team builders. They are committed to their own professional and personal growth and nurture the growth of their team members within a positive, collaborative environment.5
In addition to the above soft skills like organization and communication, aspiring marketing managers will need a number of hard or technical skills.
Some of the most helpful technical skills include the following:5
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 typically necessary to earn a bachelor’s degree.4
People come to this profession with a range of academic backgrounds, including degrees in communications, marketing or other business-related areas.4 If you’re positive that a career in marketing is right for you, it may be best to choose a Bachelor of Science in Marketing and Advertising degree.
While you can get started working in the field with just a bachelor’s, climbing the ladder may require earning a master’s degree. For example, you might consider earning a Master of Business Administration with an Emphasis in Marketing.4 A master’s degree could enhance your career qualifications and help you position yourself to potentially seek 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.
While you’re working toward your degree(s) and gaining entry-level experience in the field, you may find it helpful to supplement your education and professional development with ancillary reading materials.
There are a number of books on marketing and leadership that you may find insightful, including the following:
If you’re interested in pursuing a career in the marketing field, you can explore core marketing and advertising competencies at Grand Canyon University. In addition to our marketing and advertising degree, the Colangelo College of Business is pleased to offer a variety of marketing-related degrees for aspiring marketing management professionals.
