How to become marketing manager
Becoming a Marketing Manager
Marketing is key to the success of any organization that seeks to reach people with a product or message. Even non-profit organizations must market programs to attract supporters and donors. Marketing managers, sometimes called marketing directors, are responsible for planning, directing and coordinating marketing policies and programs for an organization or for a specific division within an organization. They identify marketing opportunities and new target markets by monitoring consumer trends, then work to gain or expand market share by working with research analysts and product developers to promote products and fulfill consumer demand.
A large business typically has multiple marketing managers, each presiding over a particular division, product or marketing channel, and who work with sales managers, advertising managers, promotions managers and public relations managers to reach the right audience with the right message. Marketing managers responsible for managing a particular marketing channel may have more specific job titles, such as email marketing manager, online marketing manager, digital marketing manager, social media marketing manager or mobile marketing manager. In a small business, on the other hand, all or most of the marketing and sales functions may be rolled into the job description of a single sales and marketing manager.
Marketing Management and the Marketing Mix
The American Marketing Association defines marketing management as the process by which an organization sets marketing goals, develops and implements a strategic marketing campaign and then measures progress toward reaching stated goals. The tools used by marketing managers to carry out the chosen strategy are often referred to as the marketing mix, which is traditionally made up four components known as the 4 P’s:
- Product
- Price
- Promotion
- Place of distribution
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