Financial ServicesISCO 2431
Marketing consultant
A marketing consultant is a person who advises businesses on developing marketing strategies for a specific objective.
Check yourself in a minute: marketing consultant
Rate 5 of the 24 essential skills of this occupation (European ESCO data). No account needed.
plan marketing strategy
maintain relationship with customers
document project progress
use theoretical marketing models
respond to enquiries
About marketing consultant
The marketing consultant starts by establishing the situation. How a company stands in its market and how customers see it are researched: what people say about it, what they associate it with, and how it differs from competitors in the eyes of buyers. Market analysis is carried out and external factors analysed — shifts in demand, in regulation, in customer behaviour. The findings of that research determine the marketing approach.
Based on that assessment, the consultant develops a strategy for a particular task: launching a brand, relaunching a product, introducing a new one, or repositioning a commercial image. Marketing principles and the marketing mix underpin it, which means reconciling product, price, channels and promotion.
The consultant maintains client relationships, answers questions and uses different communication channels, and in management consulting helps turn a strategy into concrete decisions within the company, on the offer, pricing or sales channels for example. Formal requirements are set by the employer.
Key Work Functions
Core areas of responsibility for a marketing consultant.
1
Market Research and Analysis
- Conduct comprehensive market analysis and competitive landscape assessment
- Perform research interviews and gather qualitative and quantitative data
- Use marketing analytics and theoretical models to identify market trends
2
Strategic Planning and Strategy Development
- Develop comprehensive marketing strategies aligned with client business objectives
- Plan marketing strategy for product launches, repositioning, and market entry
- Utilize marketing mix and pricing strategies in strategic recommendations
3
Customer and Business Analysis
- Identify and analyze customer requirements and preferences
- Analyze internal factors and organizational capabilities of client companies
- Assess customer perception and brand positioning in the market
4
Consulting and Client Engagement
- Use consulting techniques to understand client needs and deliver value
- Maintain strong relationships with clients through regular communication
- Respond to client inquiries and provide expert marketing guidance
5
Project Management and Documentation
- Manage consulting projects with effective timeline and resource planning
- Document project progress and create detailed marketing recommendations
- Communicate findings and recommendations through various channels
European Skills Framework
Skills and knowledge areas required for this occupation based on European classification.
Essential (24)
pricing strategiespricing strategiesThe techniques, theories, and commonly accepted strategies regarding pricing of goods. The relation between pricing strategies and outcomes in the market such as profitability maximisation, deterrence...services marketingservices marketingThe set of marketing activities for businesses that provide services to improve brand awareness and raise sales. It focuses on intangible commodities.project managementproject managementThe discipline of project management, the activities which comprise this area and the variables implied in it, such as time, resources, requirements, deadlines, and responding to unexpected events.market analysismarket analysisThe field of market analysis and research and its particular research methods.management consultingmanagement consultingThe process of giving paid advice with the aim of improving businesses performance and promote their growth.marketing mixmarketing mixPrinciple of marketing that describes the four fundamental elements in marketing strategies which are the product, the place, the price and the promotion.market pricingmarket pricingPrice volatility according to market and price elasticity, and the factors which influence pricing trends and changes in the market in the long and short term.marketing principlesmarketing principlesThe principles of managing the relationship between consumers and products or services for the purpose of increasing sales and improving advertising techniques.plan marketing strategyplan marketing strategyDetermine the objective of the marketing strategy whether it is for establishing image, implementing a pricing strategy, or raising awareness of the product. Establish approaches of marketing actions ...maintain relationship with customersmaintain relationship with customersBuild a lasting and meaningful relationship with customers in order to ensure satisfaction and fidelity by providing accurate and friendly advice and support, by delivering quality products and servic...use different communication channelsuse different communication channelsMake use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.document project progressdocument project progressRecord the project planning and development, the work steps, the required resources and the final results in order to present and keep track of the realised and ongoing projects.use theoretical marketing modelsuse theoretical marketing modelsInterpret different academic theories and models of academic nature and make use of them to create the marketing strategy of the company. Employ strategies such as the 7Ps, the customer lifetime value...respond to enquiriesrespond to enquiriesRespond to enquiries and requests for information from other organisations and members of the public.conduct research interviewconduct research interviewUse professional researching and interviewing methods and techniques to gather relevant data, facts or information, to gain new insights and to fully comprehend the message of the interviewee.analyse external factors of companiesanalyse external factors of companiesPerform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.identify potential markets for companiesidentify potential markets for companiesObserve and analyse market research findings in order to determine promising and profitable markets. Consider the firm's specific advantage and match it with markets where such value proposition is mi...integrate marketing strategies with the global strategyintegrate marketing strategies with the global strategyIntegrate the marketing strategy and its elements such as the market definition, competitors, price strategy, and communication with the general guidelines of the global strategy of the company.analyse internal factors of companiesanalyse internal factors of companiesResearch and understand various internal factors that influence the operation of companies such as its culture, strategic foundation, products, prices, and available resources.marketing analyticsmarketing analyticsThe set of processes for employing data to improve the effectiveness of marketing activities. It involves analysing metrics such as the Return on Investment (ROI) for identify opportunities of improve...carry out strategic researchcarry out strategic researchResearch long term possibilities for improvements and plan steps to achieve them.identify market nichesidentify market nichesAnalyse the composition of the markets, segment these into groups, and highlight the opportunities that each one of these niches represent in terms of new products.identify customer requirementsidentify customer requirementsApply techniques and tools, such as surveys, questionnaires, ICT applications, for eliciting, defining, analysing, documenting and maintaining user requirements from system, service or product.use consulting techniquesuse consulting techniquesAdvise clients in different personal or professional matters.
Optional (33) — show
customer insightcustomer insightThe marketing concept referring to the deep understanding of the customer's motivations, behaviours, beliefs, preferences, and values that help understand the reasons why the way they do. This informa...relationship marketingrelationship marketingThe process within Customer Relationship Management (CRM) and focuses on customer retention, satisfaction and lifetime customer value.customer servicecustomer serviceProcesses and principles related to the customer, client, service user and to personal services; these may include procedures to evaluate customer's or service user's satisfaction.digital marketing techniquesdigital marketing techniquesThe marketing techniques used on the web to reach and engage with stakeholders, customers and clients.social media marketing techniquessocial media marketing techniquesThe marketing methods and strategies used to increase attention and website traffic through social media channels.social media managementsocial media managementThe planning, development, and implementation of strategies aimed at managing social media platforms, the publications, the social media management tools, and the image of organisations in them.neuromarketing techniquesneuromarketing techniquesA field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to marketing stimuli.online ads campaign techniquesonline ads campaign techniquesTechniques to plan and implement a marketing campaign on online ads platforms.financial capabilityfinancial capabilityFinancial operations such as calculations, cost estimations, budget management taking relevant commercial and statistical data into account such as data for materials, supplies and manpower.brand marketing techniquesbrand marketing techniquesThe methods and systems used in researching and establishing a brand identity for marketing purposes.channel marketingchannel marketingThe strategies and practices, including channel sales, that involve distributing products directly and indirectly through partners in order to bring the products to the end consumer.web strategy assessmentweb strategy assessmentTechniques for conducting a deep analysis of a company's web presence.advertising techniquesadvertising techniquesThe communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.e-commerce systemse-commerce systemsBasic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc.reputation managementreputation managementThe influence on stakeholder perceptions and the public in relation to an organization and its brand. It encompasses various activities such as monitoring public perceptions and following conversation...copyright legislationcopyright legislationLegislation describing the protection of the rights of original authors over their work, and how others can use it.sales strategiessales strategiesThe principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.creatively use digital technologiescreatively use digital technologiesUse digital tools and technologies to create knowledge and to innovate processes and products. Engage individually and collectively in cognitive processing to understand and resolve conceptual problem...evaluate marketing contentevaluate marketing contentRevise, assess, align, and approves marketing material and content defined in the marketing plan. Evaluate written word, images, print or video advertisements, public speeches, and statements in accor...interpret financial statementsinterpret financial statementsRead, understand, and interpret the key lines and indicators in financial statements. Extract the most important information from financial statements depending on the needs and integrate this informa...use analytics for commercial purposesuse analytics for commercial purposesUnderstand, extract and make use of patterns found in data. Use analytics to describe consistent happenings in observed samples in order to apply them to commercial plans, strategies, and corporate qu...plan digital marketingplan digital marketingDevelop digital marketing strategies for both leisure and business purposes, create websites and deal with mobile technology and social networking.plan social media marketing campaignsplan social media marketing campaignsPlan and implement a marketing campaign on social media.liaise with advertising agenciesliaise with advertising agenciesCommunicate and cooperate with advertising agencies in transmitting the goals and specifications of the marketing plan. Liaise to develop an advertising and promotional campaign that represent the aim...develop creative ideasdevelop creative ideasDeveloping new artistic concepts and creative ideas.coordinate marketing plan actionscoordinate marketing plan actionsManage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts.plan marketing campaignsplan marketing campaignsDevelop a method to promote a product through different channels, such as television, radio, print and online platforms, social media with the aim to communicate and deliver value to customers.conduct search engine optimisationconduct search engine optimisationExecute optimal marketing research and strategies on search engine processes, also known as search engine marketing (SEM), in order to increase online traffic and website exposure.define technical requirementsdefine technical requirementsSpecify technical properties of goods, materials, methods, processes, services, systems, software and functionalities by identifying and responding to the particular needs that are to be satisfied acc...issue sales invoicesissue sales invoicesPrepare the invoice of goods sold or services provided, containing individual prices, the total charge, and the terms. Complete order processing for orders received via telephone, fax and internet and...make strategic business decisionsmake strategic business decisionsAnalyse business information and consult directors for decision making purposes in a varied array of aspects affecting the prospect, productivity and sustainable operation of a company. Consider the o...perform market researchperform market researchGather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.conduct online competitive analysisconduct online competitive analysisAssess strengths and weaknesses of current and potential competitors. Analyse competitors' web strategies.
Related Occupations
Occupations that need many of the same essential skills, so the move between them is shortest.
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Frequently asked questions
What does a marketing consultant do?
Marketing consultants advise companies in the development of marketing strategies for specific purposes. They can advise and develop strategies for the entry of a brand in the market, for the re-launch of a product, for the introduction of a new product, or for the positioning of a commercial image. They perform previous studies of the position of the company and perception of customers in order to define the marketing approach.
What skills does a marketing consultant need?
A marketing consultant needs 24 essential skills, including pricing strategies, services marketing, project management, market analysis, management consulting.
Will AI replace marketing consultant jobs?
The AI disruption score for marketing consultant is 63/100 (high risk). Skills most exposed to automation: issue sales invoices, document project progress, financial capability. Most resilient: make strategic business decisions, maintain relationship with customers, conduct research interview.
AI Replacement Risk
63/ 100
High Risk
Low riskHigh risk
Skills most at risk from AI
Skills resilient to automation
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