Marketing Manager: Career Information and Requirements for Becoming a Marketing Manager

Marketing Managers develop ways to increase sales and build brand awareness for companies ranging from video game developers to auto manufacturers. They plan the overall marketing strategy of an organization, combining research, advertising, promotions, sales incentives and pricing. Most employers require a bachelor's or master's degree, in addition to several years of marketing or advertising experience.

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Marketing Manager: Career Definition

Marketing Managers create strategies that help companies meet their sales objectives.

They conduct research, evaluate product demand, establish pricing strategies, identify a target audience and determine the best way to reach that audience. They may also participate in package design, develop advertising campaigns and choose media outlets, such as television, radio, Internet, billboards or newspapers to promote their company's products. Marketing Managers also build brand awareness through e-mail campaigns, newsletters, contests, celebrity endorsements and product placement in television shows and movies. They are employed in various industries throughout the United States. In 2008, the Bureau of Labor Statistics (BLS) reported that the highest salaries were paid to Marketing Managers in New York, New Jersey and California (www.bls.gov).

How to Become a Marketing Manager

Education Requirements for Marketing Management

Marketing Managers typically have a bachelor's degree in marketing or business administration; however, some employers may prefer a master's degree in addition to extensive experience in marketing, advertising, brand management or sales. Membership in a professional organization, such as the American Marketing Association (AMA), may also enhance job prospects through networking opportunities, job boards and seminars (www.marketingpower.com).

Necessary Skills for Marketing Managers

Marketing Managers must have strong communication, sales and presentation skills. They must be goal-oriented, flexible and creative under pressure, often while juggling several projects at once. Expert knowledge of current marketing trends and multimedia platforms is essential. They must have strong leadership skills and the ability to hire, train and motivate team members. Marketing Mangers should also have strong budgeting, Internet and computer skills.

Career Outlook and Economic Forecast for Marketing Management

The BLS predicts strong job growth of 14% for Marketing Managers during the 2006-2016 period. Competition is expected to be stiff for Marketing Managers in every industry; however, candidates with a strong understanding of current marketing trends and a proven track record of sales results should have the best opportunities. In May 2008, the BLS reported a median annual wage for Marketing Managers of $108,580.

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Source: Bureau of Labor Statistics