Marketing Manager

Female marketing manager in a light blue jacket sits at an office table and presents information from a colorful pie chart to fellow worker
Career Clusters: Marketing

What you need to know


Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.

For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she may assist in the development of that product or service and to create a marketing plan for it.

What is this career like?

Marketing managers are often employed in corporate or regional managing offices. They often work with sales, public relations, and product development staff.

Some of the things marketing managers might do:

  • 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, training, or performance evaluations of marketing or sales staff and oversee their daily activities
  • Consult with product development personnel on product specifications such as design, color, or packaging
What skills are needed?
  • Analytical skills: 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: Marketing managers must manage their time and budget efficiently while directing and motivating staff members.
What is the pay?

The average pay for marketing managers in the United States ranges from $71,010 to over $208,000 as of May 2019.

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 marketing managers is projected to grow 8 percent from 2018 to 2028, faster than the average for all occupations.

Advertising, promotional, and marketing campaigns are expected to continue to be essential as organizations seek to maintain and expand their market share.

Advertising and promotions managers will be needed to plan, direct, and coordinate advertising and promotional campaigns, as well as to introduce new products into the marketplace.

What education is required?

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.