What is a Marketing Manager?

Also known as: Marketing Coordinator, Market Development Manager.

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. A marketing manager needs to have an outgoing, gregarious, and spontaneous nature. In concert with these traits, they need to be highly focused, detail-oriented, and very conscientious of meeting budget restraints and timelines.

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What does a Marketing Manager do?

These creative individuals are responsible for the planned and unplanned images of their employer. Planned images may include print or video advertisements, public speaking engagements, endorsements, and printed literature. Unplanned images can occur when one of the company’s representatives misspeaks in public, thus requiring immediate damage control, or when the company is attacked by an outside force such as when someone tampers with the company’s products after they leave production, or a fault in the product that isn’t recognized until well after the product has been in circulation.

Skilled marketing managers deflect the unauthorized comments and reassure the public that the company is doing all that it can to investigate and correct the product line. Through carefully worded statements and advertisements, marketing managers soothe the publics fear and outrage, ensuring that the company’s reputation survives such mishaps.

Marketing managers work with other team members to create both simple and complex advertising campaigns. They may also negotiate the contracts for the various forms of advertising after forming a marketing budget. 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.

What is the workplace of a Marketing Manager like?

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 clients 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.

Because marketing is a cutthroat field, marketing managers who take continuing education courses, read current white papers, and enhance their digital skills will find themselves head and shoulders above their competition.

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Further Reading

  • Qualities Of A Marketing Manager

    From your favourite food brands to what kind of car you buy, marketing managers touch dozens of life decisions. Marketing managers guide products from development to sales.

  • 10 Qualities Of The Best Content Marketing Managers Today

    Here are what I have found to be the 10 essential qualities of every successful content marketing manager, a list we use every time my team is tasked with hiring a CMM for an organization.

  • Marketing Manager Interview

    Overall, I act as a conduit for sharing information about our company and making sure it is in a language that represents our vision and the mission of what we do.

  • A Day In The Life Of A...Marketing Manager

    Do you have excellent written and communication skills? A creative mind? Confidence to sell ideas? Good planning and organizational skills? Determination and the ability to work well under pressure? Then a career in marketing could be for you.

  • How To Become A Marketing Manager

    Marketing managers are tasked with the duty of organizing and coordinating a given firm's marketing activities.

  • A Day In The Life: Product Marketing Manager

    What does the typical day look like for a marketing manager at a top social-gaming company? To find out, Bloomberg Businessweek‘s Victoria Black spoke to Daniel Helmhold, a 2011 ESADE MBA grad, who holds that position at Kabam in San Francisco.

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