Management & LeadershipISCO 1221
Marketing manager
A marketing manager is a person who runs a company's marketing activity: developing the marketing strategies and plans, setting out the costs and resources each one needs, analysing whether those plans will pay for themselves, and working to raise awareness of the products and the company among the audiences they are aimed at.
Check yourself in a minute: marketing manager
Rate 5 of the 43 essential skills of this occupation (European ESCO data). No account needed.
integrate strategic foundation in daily performance
plan marketing strategy
implement marketing strategies
study sales levels of products
manage budgets
About marketing manager
Planning is the first field. The marketing manager writes the strategy, specifies what it will cost and what it will take to deliver, analyses the profitability of the plan before it is approved, and develops the pricing strategies that decide what the product is offered at. Strategic thinking runs through this, and the day-to-day decisions are kept in line with the strategic assumptions already agreed.
Analysis feeds the planning. The marketing manager analyses consumer buying trends, examines the external factors acting on the company, from competitors to regulation to the state of the market, and reads business plans to see what marketing is being asked to support.
Judging the output is the third part. The marketing manager evaluates marketing content and advertising campaigns, deciding what worked and what did not. Corporate social responsibility is part of this as well, so claims in a campaign are checked against what the company can actually stand behind.
Key skills in this occupation
Essential skills and knowledge areas from the European ESCO classification, 43 in total. The ones most specific to this occupation come first.
- integrate strategic foundation in daily performance
Reflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.
practical skill - plan marketing strategy
Determine the objective of the marketing strategy whether it is for establishing image, implementing a pricing strategy, or raising awareness of the product.
practical skill - implement marketing strategies
Implement strategies which aim to promote a specific product or service, using the developed marketing strategies.
practical skill - study sales levels of products
Collect and analyse sales levels of products and services in order to use this information for determining the quantities to be produced in the following batches, customer feedback, price trends, and the efficiency of…
practical skill - manage budgets
Plan, monitor, report on the budget and prepare set production budgets.
practical skill - evaluate marketing content
Revise, assess, align, and approves marketing material and content defined in the marketing plan.
practical skill - manage profitability
Regularly review sales and profit performance.
practical skill - organise participation in local or international events
Apply for and secure a place to participate in local or international exhibitions and competitions.
practical skill
Check which of these skills you already have ↑
Knowledge (14)
relationship marketing
The process within Customer Relationship Management (CRM) and focuses on customer retention, satisfaction and lifetime customer value. More →
marketing analytics
The set of processes for employing data to improve the effectiveness of marketing activities. More →
pricing strategies
The techniques, theories, and commonly accepted strategies regarding pricing of goods. More →
services marketing
The set of marketing activities for businesses that provide services to improve brand awareness and raise sales. More →
marketing management
The academic discipline and function in an organisation which focuses on the market research, market development, and the creation of marketing campaigns to raise awareness on the company's services and products. More →
corporate social responsibility
The handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social… More →
project management
The 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. More →
market research
The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets. More →
brand marketing techniques
The methods and systems used in researching and establishing a brand identity for marketing purposes. More →
channel marketing
The 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. More →
content marketing strategy
The process of creation and share of media and publishing content in order to acquire customers. More →
marketing mix
Principle of marketing that describes the four fundamental elements in marketing strategies which are the product, the place, the price and the promotion. More →
market pricing
Price 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. More →
marketing principles
The principles of managing the relationship between consumers and products or services for the purpose of increasing sales and improving advertising techniques. More →
Practical skills (21)
analyse business plans
Analyse the formal statements from businesses which outline their business goals and the strategies they set in place to meet them, in order to assess the feasibility of the plan and verify the business' ability to meet… More →
evaluate advertising campaign
Assess the performance of the advertising campaign after implementation and conclusion. More →
create annual marketing budget
Make the calculation of both the income and expenditures that are expected to be paid over the coming year concerning the marketing related activities such as advertising, selling and delivering products to people. More →
apply strategic thinking
Apply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis. More →
plan social media marketing campaigns
Plan and implement a marketing campaign on social media. More →
analyse consumer buying trends
Analyse buying habits or currently prevalent customer behaviour. More →
define measurable marketing objectives
Outline the measurable performance indicators of the marketing plan such as market share, customer value, brand awareness, and sales revenues. More →
track key performance indicators
Identify the quantifiable measures that a company or industry uses to gauge or compare performance in terms of meeting their operational and strategic goals, using preset performance indicators. More →
coordinate marketing plan actions
Manage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts. More →
analyse internal factors of companies
Research and understand various internal factors that influence the operation of companies such as its culture, strategic foundation, products, prices, and available resources. More →
plan marketing campaigns
Develop 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. More →
impart business plans to collaborators
Diffuse, present, and communicate business plans and strategies to managers, employees making sure that objectives, actions, and important messages are properly conveyed. More →
integrate marketing strategies with the global strategy
Integrate 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. More →
collaborate in the development of marketing strategies
Work together with a group of professionals to develop marketing strategies performing market analysis and financial viability while staying aligned with the company's goals. More →
analyse customer service surveys
Analyse results from surveys completed by passengers/customer. More →
perform project management
Manage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project's progress in order to achieve a specific goal within a set… More →
analyse external factors of companies
Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation. More →
identify potential markets for companies
Observe and analyse market research findings in order to determine promising and profitable markets. More →
align efforts towards business development
Synchronise the efforts, plans, strategies, and actions carried out in departments of companies towards the growth of business and its turnover. More →
perform market research
Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. More →
analyse work-related written reports
Read and comprehend job-related reports, analyse the content of reports and apply findings to daily work operations. More →
Optional skills (63) — show
customer insight
The 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. More →
keywords in digital content
The digital tools to conduct keyword research. More →
sales argumentation
Techniques and sales methods used in order to present a product or service to customers in a persuasive manner and to meet their expectations and needs. More →
business intelligence
The tools used to transform large amounts of raw data into relevant and helpful business information. More →
web analytics
The characteristics, tools and techniques for measurement, collection, analysis and reporting of web data to get information on the users' behaviour and to improve the performance of a website. More →
telemarketing
Principles and techniques of soliciting potential customers over the phone to perform direct marketing of products or services. More →
social media marketing techniques
The marketing methods and strategies used to increase attention and website traffic through social media channels. More →
social media management
The 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. More →
public relations
The practice of managing all aspects of the image and perception of a company or individual among stakeholders and the society at large. More →
contract law
The field of legal principles that govern written agreements between parties concerning the exchange of goods or services, including contractual obligations and termination. More →
neuromarketing techniques
A field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to marketing stimuli. More →
market entry strategies
The ways to enter a new market and their implications, namely; exporting via representatives, franchising to third parties, collaborating joint ventures, and opening of fully-owned subsidiaries and flagships. More →
online ads campaign techniques
Techniques to plan and implement a marketing campaign on online ads platforms. More →
cost management
The process of planning, monitoring and adjusting the expenses and revenues of a business in order to achieve cost efficiency and capability. More →
statistics
The study of statistical theory, methods and practices such as collection, organisation, analysis, interpretation and presentation of data. More →
web strategy assessment
Techniques for conducting a deep analysis of a company's web presence. More →
information confidentiality
The mechanisms and regulations which allow for selective access control and guarantee that only authorised parties (people, processes, systems and devices) have access to data, the way to comply with confidential… More →
teamwork principles
The cooperation between people characterised by a unified commitment to achieving a given goal, participating equally, maintaining open communication, facilitating effective usage of ideas etc. More →
e-commerce systems
Basic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc. More →
sales department processes
The different processes, duties, jargon, role in an organisation, and other specificities of the sales department within an organisation. More →
sales strategies
The principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service. More →
content development processes
The specialised techniques used to design, write, compile, edit and organise digital content, such as text, graphics and videos for publishing purposes. More →
search engine optimisation
The marketing approach which promotes webpage presentation by affecting the specific structures of the website which impact its visibility in unpaid search results. More →
communication principles
The set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others. More →
perform multiple tasks at the same time
Execute multiple tasks at the same time, being aware of key priorities. More →
communicate with customers
Respond to and communicate with customers in the most efficient and appropriate manner to enable them to access the desired products or services, or any other help they may require. More →
forecast sales over periods of time
Calculate and estimate the expected sales of products and services over different periods of time in order to determine their profitability. More →
coordinate events
Lead events by managing budget, logistics, event support, security, emergency plans and follow up. More →
assist in developing marketing campaigns
Provide assistance and support in all the efforts and actions required to implement a marketing campaign such as contacting advertisers, preparing briefings, setting up meetings, and shopping around for suppliers. More →
promote event
Generate interest in an event by carrying out promotion actions, such as placing ads or distributing flyers. More →
prepare exhibition marketing plan
Develop marketing plan for upcoming exhibition; design and distribute posters, flyers and catalogues; communicate ideas with photographers, graphic designers and printers; prepare articles for online and printed media… More →
carry out sales analysis
Examine sales reports to see what goods and services have and have not sold well. More →
manage staff
Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. More →
maintain relationship with suppliers
Build a lasting and meaningful relationship with suppliers and service providers in order to establish a positive, profitable and enduring collaboration, co-operation and contract negotiation. More →
use different communication channels
Make 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. More →
use content management system software
Use software that allows publishing, editing and modifying content as well as maintenance from a central interface. More →
estimate profitability
Take various factors into account to calculate the cost and potential revenues or savings gained from a product in order to evaluate the profit that could be generated by the new acquisition or by a new project. More →
manage distribution channels
Oversee distribution channels with regards to the requirements of customers. More →
apply social media marketing
Employ website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and social communities… More →
approve advertising campaign
Check all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. More →
create media plan
Determine how, where and when advertisments will be distributed in various media. More →
use analytics for commercial purposes
Understand, extract and make use of patterns found in data. More →
conduct online competitive analysis
Assess strengths and weaknesses of current and potential competitors. More →
negotiate sales contracts
Come to an agreement between commercial partners with a focus on terms and conditions, specifications, delivery time, price etc. More →
use theoretical marketing models
Interpret different academic theories and models of academic nature and make use of them to create the marketing strategy of the company. More →
liaise with advertising agencies
Communicate and cooperate with advertising agencies in transmitting the goals and specifications of the marketing plan. More →
conduct search engine optimisation
Execute 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. More →
plan events
Plan programmes, agendas, budgets, and services of an event according to customers' requirements. More →
develop online community plan
Create the community's plan to grow the online community, build usage, retain recent users and increase the user's participation. More →
manage content development projects
Plan and implement the creation, delivery and management of digital or printed content, develop a system that describes the entire editorial content development and publishing process and use ICT tools to support the… More →
ensure cross-department cooperation
Guarantee communication and cooperation with all the entities and teams in a given organisation, according to the company strategy. More →
implement sales strategies
Carry out the plan to gain competitive advantage on the market by positioning the company's brand or product and by targeting the right audience to sell this brand or product to. More →
identify market niches
Analyse 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. More →
manage the handling of promotional materials
Plan and prepare the production of promotional materials with third parties by contacting printing companies, agreeing on logistics and delivery, and making sure that deadlines are met. More →
set sales goals
Set sales goals and objectives to be reached by a sales team within a period of time such as the target amount of sales made and new customers found. More →
supervise sales activities
Monitor and oversee the activities related to the ongoing sales in the shop to ensure that sales goals are met, assess areas for improvement, and identify or solve problems that customers could encounter. More →
perform product planning
Identify and articulate market requirements that define a product’s feature set. More →
analyse data about clients
Study data about clients, visitors, customers or guests. More →
manage accounts
Manage the accounts and financial activities of an organisation, supervising that all the documents are correctly maintained, that all the information and calculations are correct, and that proper decisions are being… More →
develop business plans
Plan, write and collaborate in the implement business plans. More →
conduct mobile marketing
Conduct mobile marketing using a mobile device e.g. tablet or smartphone. More →
liaise with managers
Liaise with managers of other departments ensuring effective service and communication, i.e. sales, planning, purchasing, trading, distribution and technical. More →
liaise with distribution channel managers
Liaise with managers in distribution points in order to plan and agree with them promotional events aimed at promoting the brands and products that those distribution channels sell. More →
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 manager do?
Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.
What skills does a marketing manager need?
A marketing manager needs 43 essential skills, including relationship marketing, marketing analytics, pricing strategies, services marketing, marketing management.
Will AI replace marketing manager jobs?
The AI disruption score for marketing manager is 59/100 (high risk). Skills most exposed to automation: track key performance indicators, keywords in digital content, carry out sales analysis. Most resilient: teamwork principles, communication principles, maintain relationship with suppliers.
AI Replacement Risk
59/ 100
High Risk
Low riskHigh risk
Skills most at risk from AI
Skills resilient to automation
This is the average for the whole occupation. The AI Career Shield test (about 10 minutes) shows the risk in your own work and what you can do about it.
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