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Marketing Manager Career and Salary Profile

Marketing Manager

The primary responsibilities of marketing managers include helping companies expand into new markets and acquire new customers. These professionals work to increase sales and profitability by researching trends, estimating demand and identifying opportunities. An understanding of business principles and consumer behavior are essential to success in this field, which is why a bachelor’s degree in business administration with a specialization in marketing can be the ideal stepping-stone to a career as a marketing manager.

Job Outlook for Marketing Managers

The U.S. Bureau of Labor Statistics (BLS) reports that employment of marketing managers is expected to rise steadily in coming years. Job growth will occur as companies seek to differentiate their goods and services in an increasingly crowded market, resulting in a great demand for talented marketing managers. Given the high salaries and prestige associated with a marketing manager role, competition will be strong for these coveted positions. Candidates with experience and advanced education should enjoy the best career prospects.

Job Duties

The marketing manager role varies according to industry and company size. Generally, these professionals seek to understand the level, timing and composition of consumer demand in order to drive sales growth. In addition to overseeing an organization’s marketing activities, these managers frequently supervise marketing staff.

Specific marketing manager job duties include developing marketing campaigns, analyzing their performance and making recommendations for future campaigns based on the results. Planning and reporting activities are also important aspects of the marketing manager’s job. Some positions may require more generalization, with additional duties such as brand management, public relations, search engine optimization or trade show supervision.

Subcategories of marketing management found in larger firms include: capabilities marketing manager, product marketing manager, category marketing manager, consumer marketing manager, channel marketing manager and email marketing manager. While each specialty may focus on a different market segment, they typically entail similar job duties.

Additional marketing manager responsibilities include setting goals and objectives, planning budgets and analyzing costs and expenditures. These professionals often work closely with in-house or external creative teams and media buyers to plan and execute campaigns. Marketing managers are usually required to provide status reports to upper management.

Most marketing managers work in an office setting – a fast-paced environment is typical for this profession. While many work a standard 40-hour week, overtime may be required to meet deadlines and goals. Travel is often a necessary part of these positions, as marketing managers often have to meet with vendors and customers, and attend trade shows and conferences.

Marketing Manager Potential Salary

According to BLS data from May 2009, the median annual salary for marketing managers was $110,030. The middle 50% earned between $78,340 and $149,390. Salaries for the lowest 10% were around $55,720, while the highest 10% brought in upwards of $166,400. Recent bachelor’s graduates will generally need to acquire experience in entry- to mid-level marketing positions before moving into a manager-level role. The top salaries generally go to marketing managers with extensive experience and advanced education.

Education and Training

Most entry-level marketing positions require a bachelor’s degree in a field such as business administration or marketing. Some executive-level positions may require advanced education, such as an MBA. Employers expect marketing managers to have relevant work experience, which can be gained through summer jobs, internships and entry-level employment.

The first step to a marketing manager career can be a bachelor’s degree in business administration with a specialization in marketing. Coursework typically includes essential business skills, principles of marketing, statistics, advertising management and international marketing.

Employers can be confident that graduates of a business administration program with a specialization in marketing are able to:

  • Implement various strategies and formats for organizational communications.
  • Identify market segments and estimate product demand.
  • Plan, develop, implement and monitor marketing campaigns.
  • Apply marketing strategies to diverse international environments.
  • Leverage advanced skills and knowledge to succeed as a marketing manager.

Many employers offer opportunities for continuing education. It’s possible to gain an entry-level position with a bachelor’s degree and use tuition assistance to pay for a master’s degree.

Considering a Career as a Marketing Manager?

Marketing managers are at the forefront of commerce, technology and design. Success in this field requires creativity, innovative thinking and resourcefulness. Marketing managers must be detail-oriented and deadline-driven, and comfortable working in a changing, fast-paced environment. If you possess these attributes and earn a bachelor’s degree in business administration with a specialization in marketing, you could be on your way to a successful career as a marketing manager.