Marketing Manager

Marketing Manager
Career Clusters: Marketing

What you need to know

Overview

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, sales agents, and financial staff members.

What is this career like?

Many advertising, promotions, and marketing managers are employed in advertising agencies or incorporate or regional managing offices. Their jobs can often be stressful, particularly near deadlines. Additionally, they may travel to meet with clients or media representatives.

Some of the things an advertising, promotions, and marketing managers might do:

  • Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
  • Plan promotional campaigns such as contests, coupons, or giveaways
  • Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
  • Negotiate advertising contracts
  • Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
  • Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
  • Develop pricing strategies for products or services marketed to the target customers
  • Meet with clients to provide marketing or related advice
  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities
What skills are needed?
  • Analytical skills: Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization.
  • Communication skills: Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.
  • Creativity: Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.
  • Decision-Making skills: Managers often must choose between competing advertising and marketing strategies put forward by staff.
  • Interpersonal skills: Managers must deal with a range of people in different roles, both inside and outside the organization.
  • Organizational skills: Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.
What is the pay?

The average pay for advertising, promotions, and marketing managers in the United States ranges from $48,150 to over $208,000.

The specific pay depends on factors such as level of experience, education and training, geographic location, and specific industry.

What is the career outlook?

Overall employment of advertising, promotions, and marketing managers is projected to grow 10 percent from 2016 to 2026, faster than the average for all occupations.

Advertising, promotions, and marketing campaigns will continue to be essential for organizations as they seek to maintain and expand their share of the market.

What education is required?

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor’s degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

Most marketing managers need a bachelor’s degree. Courses in business law, management, economics, finance, computer science, mathematics, and statistics are advantageous. In addition, completing an internship while in school can be useful.

Discover some of the courses you will take pursuing a degree in Marketing.