What is a Marketing Manager? Definition, Roles and Skills

By Indeed Editorial Team

Published 27 July 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Marketing managers play a relevant role in creating an appealing and desirable perception of a brand. They plan and implement marketing campaigns that persuade people to buy the advertised products and services. By understanding the responsibilities of a marketing manager position, you can decide if it is the right career for you. In this article, we learn more about what is a marketing manager, including the position's responsibilities and skills, discover how to become a marketing manager and explore a few marketing manager jobs.

What is a marketing manager?

A marketing manager is the professional responsible for an organisation's advertising and marketing endeavours. They work within a set budget and create strategies aimed at raising the brand profile and reputation. Aside from coming up with creative concepts, they review and approve all print and digital advertising materials. They may work with an in-house marketing team or an external advertising agency to create and customise marketing campaigns for different marketing channels.

What is the role of a marketing manager?

A marketing manager has the following job responsibilities:

  • Developing and implementing marketing plans, policies and strategies according to organisational goals and market demands

  • Designing promotional activities and events for marketing products and services

  • Gathering and analysing data involved in marketing campaigns and activities

  • Planning a budget, evaluating campaign expenditure and estimating potential sales

  • Formulating competitive pricing strategies that meet organisational objectives and appeal to customers

  • Evaluating the effectiveness of marketing campaigns and adjusting or implementing strategies to improve them

Related: What Is Management? Definition, Functions and Levels

What skills do you need to be a marketing manager?

To become a marketing manager, it is essential to have the following skills:

Analytical thinking skills

Analytical thinking skills help you gather and interpret relevant data in order to understand market conditions and trends. They can help you identify who your target audience is and what they want. Having good analytical skills can also help you determine marketing outcomes, evaluate your chances of success and make informed decisions regarding marketing strategies and campaigns.

Financial skills

Financial skills can be essential when evaluating budgets, estimating expenditures, comparing product pricing and predicting potential sales. They can help you analyse finance-related data, calculate the ROI and measure the effectiveness of marketing campaigns. These skills also help when making essential profit-loss projections.

Logic and reasoning skills

Logic and reasoning skills are necessary for evaluating data and using contextual information in order to reach an accurate conclusion. You can use these skills to plan new marketing campaigns based on previous experience. You can choose to incorporate new concepts and information and successfully target your demographics and markets.

Communication skills

The entire concept of marketing involves communicating the value of your product to the target audience. Aside from having effective writing skills, you must have good verbal and presentation skills. These communication skills help you be clear, friendly and persuasive. They also help you negotiate and collaborate with diverse sets of people.

Leadership skills

As a marketing manager, you are responsible for leading and managing a marketing team. Good leadership skills help you supervise, assign work tasks and motivate the team to do better. Effective leadership skills allow you to complete essential marketing activities and reach the desired marketing goals.

Social perception skills

Social perception skills, in their ability to evaluate human reactions, can help you find and narrow your target audiences. You can use these skills to understand the motivations of your target market and better plan your market campaigns. This increases your ability to achieve successful outcomes.

Technical skills

Technical skills are essential for most aspects of a marketing manager position. These skills help you use programs for writing, designing, preparing and making presentations. You need technical skills to analyse marketing or financial data to measure the success of advertising and social media campaigns. They help you engage in search engine optimisation, conversion rate optimisation and pay-per-click.

Related: Top 20 Marketing Skills To Include On Your Resume

How to become a marketing manager

You can become a marketing manager by following these steps:

1. Complete your 10+2 certification

You can choose to do it in any stream, but you can benefit more from selecting the commerce stream. It helps you strengthen the business basics that you need for your future career in marketing.

2. Get a bachelor's degree

Many employers require marketing candidates to have at least a bachelor's degree. You can complete a three-year bachelor of commerce (B.Com) or a bachelor of commerce honours (B.Com.H.). Both have similar coursework, but a B.Com.H also requires math. Or, you may choose a three-year bachelor of business management (BBM) or a three-year bachelor of business administration (BBA) from a reputed college or university. You can get admission to these courses on merit or through a college entrance examination and interview.

3. Pursue a master's degree

To attain an executive-level position in the marketing field, you must complete a two-year master's degree in marketing or a two-year masters of business administration (MBA). Or you can choose to pursue a two-year post-graduate diploma in management (PGDM). Students with graduate degrees from other fields, who wish to pursue marketing, can also join these courses.

To gain admission to these programs, you need to pass entrance exams like CAT, GMAT, MAT, XAT and SPJET. If you wish to complete your postgraduation abroad, you must pass exams like GRE, GMAT, TOEFL and IELTS. You also need to prepare your resume, application essay and statement of purpose, acquire recommendation letters and practice well for the admission interview.

4. Obtain a marketing certification

Getting a marketing certification is optional, but it can enhance your resume and strengthen your marketing knowledge. You can get certified by Hootsuite, American Marketing Association, Moz Academy and others.

5. Gain relevant work experience

You can start gaining work experience through a marketing internship or junior positions, such as a marketing assistant or a marketing specialist. These positions help you learn job skills, give you relevant work experience for your resume and help you build contacts in the marketing industry. Sometimes, a junior position allows you an opportunity to work up within a company into a marketing management position.

6. Prepare your resume

Because a good resume is essential to finding the right job position, take the time to perfect it. Use a basic template that you can customise according to your needs. Divide your information into easy-to-read sections and include only relevant information for the job application. You should also write a personalised cover letter for each application to expand on your qualifications and suitability for the position.

Related: Professional Resume Samples To Help You Land a Job

7. Send job applications

Search for marketing jobs in your preferred industry and location on online job boards, company websites, professional networking groups and social media. Apply for jobs that meet your interest, qualifications, skills and experience. When you meet the job qualifications, employers are more likely to contact you for an interview.

8. Practise for the job interview

Create a list of commonly-asked marketing interview questions and rehearse answering them until you sound natural and confident. Ask a friend to help you prepare or videotape yourself and evaluate your performance. Find any areas of questioning that you can practise and improve your performance.

Marketing manager jobs

With marketing qualifications and experience, you can hold the following jobs in the marketing field:

1. Digital marketing manager

National average salary: ₹2,59,625 per year

Primary duties: A digital marketing manager plans, organises and executes digital media marketing campaigns. They promote products and services through social media, email newsletters, display advertising, content marketing, link building and SEO and PPC strategies. They prepare and adopt new and innovative digital marketing platforms.

2. Brand manager

National average salary: ₹6,59,351 per year

Primary duties: A brand manager plans and implements marketing strategies to promote products and services according to the brand's values and goals. They incorporate market trends and consumer demands in their campaigns to make them more effective. They monitor public response to the brand and monitor the brand reputation.

3. Director of marketing

National average salary: ₹9,61,104 per year

Primary duties: A director of marketing is in charge of the entire marketing operations of an organisation. They are responsible for formulating, researching, planning, budgeting and implementing marketing strategies and marketing campaigns to expand the customer base. A director of marketing organises promotional activities and events to introduce new products. They also write and present reports to the organisation's senior leadership.

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