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What Does a Product Marketing Manager Do? 2023 Career Guide

Marketing used to be centered around traditional marketing techniques including television, radio, mail, and word-of-mouth strategies. Work experience that is commonly considered necessary by employers, or is a commonly accepted substitute for more formal types of training or education. Typical level of education that most workers need to enter this occupation. The wage at which half of the workers in the occupation earned more than that amount and half earned less.

The best marketing managers have strong communication skills, an ability to understand and analyze trends, and a deep understanding of the wide variety of marketing channels. They’ll work with different teams, like UX product design, financial departments, and sales engineers, to develop a strategy that will allow the product to meet its intended goals. While a marketing manager is the chief decision maker, there may be financial aspects that they are not aware of. Collaboration between all teams ensures that the marketing plan is as comprehensive as possible. From a career trajectory perspective, it is important to take note of the fact that aspiring marketing managers often enter the industry as a marketing coordinator or specialist.

Social media tactics top agents rely on in their marketing plan – Inman

Social media tactics top agents rely on in their marketing plan.

Posted: Mon, 30 Jan 2023 08:04:06 GMT [source]

From a formal education perspective, it is possible to enter the marketing management industry after earning a four-year bachelor’s degree in an appropriate marketing or business related discipline. Support, guidance, and motivation of team members are also key components of the role. Marketing managers also determine the marketability of a new product or service, and will test out the level of public interest for it. A marketing manager handles the marketing side of a business or product. They can be responsible for several services or products, or a single product. The marketing manager needs to make sure the company has adopted the right marketing mix.


If you’re looking for a career where you can use your creativity and people skills to make a difference in a company, marketing management could be a good fit. Take a closer look at what the job entails and how to become a marketing manager. A marketing manager knows how to get the word out—about a company, a brand, or a product. Discover the variety of roles you can take on in this field and how to get the skills you need to land the job. Though traditional marketing is still prevalent, digital marketing now allows companies to engage in e-mail, social media, affiliate, and content marketing strategies.

Marketing manager meaning

Public relations managers are experts in maintaining a positive public image for their clients by communicating effectively through written, verbal, and interpersonal form. They do this by sending out media releases, creating media kits for product launches and promotions, handling press conferences, and creating and writing messages/speeches delivered by their clients. They also respond to unfavourable publicity by creating and leading all communication with the goal of restoring the public’s trust. Public relations managers proactively work with public relations staff and creative staff , to develop a positive image for their clients. Skilled marketing managers deflect the unauthorized comments and reassure the public that the company is doing all that it can to investigate and correct the product line.

You can learn more about the standards we follow in producing accurate, unbiased content in oureditorial policy. Marketing is a division of a company, product line, individual, or entity that promotes its service. Marketing attempts to encourage market participants to buy their product and commit loyalty to a specific company. According to MarTech, a digital marketing provider, the world will spend $4.7 trillion on marketing by 2025. This estimate includes an increase of $1.1 trillion from 2021 to 2025.

Also, the manager will create strategies which can help the company in reaching the customers and make appropriate suggestions for the target audience as well. These are questions that might be asked when interviewing for a marketing management position. The marketing manager may need to negotiate with other teams if they believe changes need to be made. They may agree with some suggested changes, but they’ll also need to know when to negotiate and advocate for certain elements of their plan if they are called into question. A marketing manager also handles internal budgets for their team, ensuring that everyone has the resources they need.

Things that a Marketing Manager does

Marketing and product managers work closely together with the goal of defining and delivering a great product to the customer. Put your skills to use by marketing yourself, finding an internship within a marketing department, or offering your marketing services to a non-profit group. Explore whether a career in marketing might be right for you by taking an introductory course in the field.

Full BioAmy is an ACA and the CEO and founder of OnPoint Learning, a financial training company delivering training to financial professionals. She has nearly two decades of experience in the financial industry and as a financial instructor for industry professionals and individuals. Managers must deal with a range of people in different roles, both inside and outside the organization. Understand how social media works – Spend some time on Facebook, Twitter, Instagram, and LinkedIn and find out everything you can about their advertising platforms. Digital marketing is not a theoretical concept but it’s practical. It’s not enough to know the theories behind the different digital marketing techniques but you need to know how to implement them.

Marketing manager meaning

Because marketing managers work across many industries and at all types of companies, you can find a role with the right work environment and perks for you as well. For instance, Hutson says a current Marketing manager job perk of her position is that she gets to work remotely and make her own schedule—there’s no “clocking in” every day. Marketing management involves creating and implementing a marketing plan.


It determines if the company’s margin of profit is improving, or decreasing, and how much it is in comparison to the profit margin of established competitors. Additionally, a brand audit investigates trends in a business’s net profits, the return on existing investments, and its established economic value. It determines whether or not the business’s entire financial strength and credit rating are improving or getting worse. This kind of audit also assesses a business’s image and reputation with its customers.

Marketing manager meaning

You often need to engage with other external people such as vendors, partners, or advertising agencies. So, it is the job of the marketing manager to research well on the needs and the requirements of the customer and then to know what they want. They will also have to conduct some studies in order to know what the products and services will be appealing to the people.

Product marketing manager salary

The marketing is manager has some of the most important roles to play in an organization from the management of the resources to the management of the entire team. In short, marketing management is the process of https://wizardsdev.com/ planning, executing, and tracking the marketing strategy of an organization. This includes the marketing plan, campaigns and tactics used to create and meet the demand of target customers to drive profitability.

Marketing manager meaning

It must be noted that partners also have a strong database and network. Additionally, you might have agencies that help you out with general activities. In upcoming regions, it can be as small as one Field Marketing Manager. Typically, there are about 3 people in a regional Field Marketing team. So a successful Field Marketing Manager should be looking for ways to improve the relationship with sales.

Marketing management is relevant to both small and large/established businesses. It can drive success by opening up avenues that best reach your customers. Plus, engaging positively with your audience is how you build a brand strategy. The data you collect allows you to analyze your target customers to tweak your marketing plan and make it even more effective. Marketing managers have different responsibilities in regards to presenting a product.

  • Get job-ready in about five months, even with no prior experience, by completing the Meta Social Media Marketing Professional Certificate.
  • Market Research Analysts Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service.
  • Understanding consumer interests and behaviors is key to beginning this process.
  • Salary.com reports a median national salary of $139,463 , while PayScale suggests a lower national average of $94,810, as of November 2022 .
  • In Hutson’s case, she says, “I adore higher education.” She especially loves her work because she’s passionate about the mission of serving working adults at the University of Phoenix.
  • If not, try to follow the work of other marketers and where possible replicate their steps .

There can be different types of marketing campaigns with varying scopes and budgets. A marketing campaign can be developed to promote a corporation, brand or simply a product. After creating the marketing plan, the marketing manager will need to convince internal stakeholders of its value. They’ll need to identify the right teams, and convince them of the benefits to the business and intended customers. Without internal buy-in, the campaign may cause internal confusion if all teams aren’t on the same page. A brand manager can be thought of as a company advocate, and typically works under the supervision of a marketing manager.

Marketing Manager – Meaning, Skills and Responsibilities

That’s because these are seven key areas that group all marketing management activities. Handling all these seven areas can be overwhelming, that’s why it’s suggested to use project management tools for marketing. A marketing budget describes the amount of money needed to cover the marketing activities of a company.

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