How to Become a Marketing Manager

Marketing management entails the management of marketing campaigns designed to generate interest in products and services. Marketing managers identify potential markets for products and estimate consumer demand to help organizations increase profits and market share. They play an important role in many industries.

Marketing managers can work for tech companies, designing marketing strategies to sell software or hardware. They may also help enterprise businesses reach new consumer markets and choose competitive pricing strategies. In the design and advertising industry, marketing managers help companies attract new business and market their services. Marketing managers also work in the manufacturing and wholesale trade industries, where they research new products to determine consumer demand.

While a bachelor’s degree remains the most common entry-level job requirement, some employers prefer to hire marketing managers with a master’s degree in marketing or an MBA with a concentration in marketing. Marketing managers also typically need work experience in marketing or a related field, like promotions, sales, or advertising. Completing an internship during a marketing degree helps potential marketing managers build their professional experience.

Marketing managers help organizations maximize their profits and market share. They conduct research on marketing strategies, consumer demand, and pricing strategies. During these market research studies, marketing managers collect data and analyze their findings to better understand potential customers and identify marketing opportunities. Marketing managers also research customer satisfaction to improve an organization’s business.

As management-level employees, marketing managers oversee a team of marketing specialists. They set goals and deadlines for their teams and play a central role in hiring new marketing staff. Marketing managers also report on their team’s progress to executives and coordinate with managers in public relations, advertising, and sales.

Marketing managers may specialize in several areas, including product marketing, digital marketing, and social media marketing. A product marketing manager, for example, specializes in customizing marketing strategies for a specific product, while a digital marketing manager designs marketing campaigns for the internet, email, and other digital venues.

As marketing managers gain experience, they can pursue career advancement. Titles like marketing administrator and marketing director give marketing professionals additional responsibilities over an organization’s marketing strategy. Some larger organizations employ a VP of marketing to oversee the marketing department and direct strategy. Many of these roles require additional training, such as a master’s degree in marketing or an MBA.

Both marketing managers and advertising managers help companies sell products and services, but they perform different job duties. Advertising managers promote products through advertising campaigns. They design campaigns and determine where to run ads. They often work directly with clients to oversee an advertising strategy, and some advertising managers, called account executives, manage client accounts.

In contrast, marketing managers identify potential customers and research demand to develop new products. Rather than creating advertisements directly targeting customers, they conduct market research to understand target customers, product demand, and pricing strategies.

Most marketing managers hold at least a bachelor’s degree, and many earn a master’s degree to increase their competitiveness in the job market. Prospective marketing managers often pursue a bachelor’s degree in marketing or a closely related field. Gaining work experience in marketing after graduation helps professionals advance to the management level.

During a bachelor’s degree in marketing, students take courses in market research, consumer behavior, and marketing strategy. Taking classes in related fields, like business, statistics, and management, also prepares graduates for marketing management careers. Many marketing programs incorporate internships to give students professional experience. Prospective marketing students can research programs that hold accreditation from a specialized agency, like the Accreditation Council for Business Schools and Programs, to identify top programs.

Marketing professionals build strong research and analytical skills through their education and work experience. Advancing to management positions also requires organizational and leadership skills. Some marketing managers earn an MBA or master’s in marketing to build these skills. Marketing managers can also demonstrate their abilities through specialized training or professional certification. For example, the American Marketing Association offers marketing manager certification as part of its professional certified marketer credential.