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Job Decsription: Marketing Manager.

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Marketing plays an important role in almost every industry sector. In its simplest form, it is about ensuring that customers' needs are met whilst maximising the profits of a company. A marketing manager's responsibilities can vary enormously, but will always have this as a central objective.

Marketing managers use a wide range of marketing techniques and concepts and think creatively, devising new ways of communicating with established and potential customers.

Job Description, salaries and benefits

Marketing plays an important role in almost every industry sector. In its simplest form, it is about ensuring that customers' needs are met whilst maximising the profits of a company. A marketing manager's responsibilities can vary enormously, but will always have this as a central objective.

Daily tasks and duties will depend on the company size, structure and industry sector but may include:

  • monitoring and analysing market trends
  • studying competitors' products and services
  • exploring ways of improving existing products and services, and increasing profitability
  • identifying target markets and developing strategies to communicate with them.

Most marketing managers work 37 hours a week, between the hours of 9am and 6pm. As with many jobs with tight deadlines, they may be expected to work additional hours at certain times to ensure that targets are met. Some positions may require a lot of travel, particularly when working for an international company.

Salaries can range from around £25,000 a year for someone new to the role, to £40,000 or more for a senior manager.

A marketing manager should:

  • have knowledge of a wide range of marketing techniques and concepts
  • be an excellent communicator
  • be able to respond well to pressure
  • think creatively
  • be interested in what motivates people

All industry sectors employ marketing managers. Jobs are generally concentrated around major cities such as London, Edinburgh, Birmingham and Liverpool. This is a popular area of work so competition can be intense.

There are no set entry routes, but marketing managers often progress into the role after gaining several years of marketing experience, possibly as an executive or assistant, or in a specialist role such as advertising or brand manager. Typically, employers look for graduates.

On-the-job training is complemented by professional marketing qualifications. These range from introductory certificates to advanced level qualifications.

A successful marketing manager may be able to progress to more senior posts such as marketing director or even managing director. It may be possible to work abroad.

 

What is the work like?

Daily tasks and duties will depend on the company size, structure and industry sector but may include:

  • monitoring and analysing market trends
  • studying competitors' products and services
  • exploring ways of improving existing products and services, and increasing profitability
  • identifying target markets and developing strategies to communicate with them
  • preparing and managing marketing plans and budgets
  • managing the production of promotional material
  • liaising with other internal departments such as sales and distribution
  • producing reports to monitor results
  • presenting findings and suggestions to company directors or other senior managers
  • travelling to trade shows, conferences and sales meetings
  • supporting and managing a marketing team.

Marketing is a multi-disciplined profession that is likely to include aspects of direct marketing, research, public relations, branding, communications and advertising. It involves working alongside a wide range of people, both staff in other departments and external agencies such as design teams and copywriters.

The starting salary for a marketing manager is around £25,000 a year.

 

Hours and environment

Most marketing managers work 37 hours a week, between the hours of 9am and 6pm. As with many jobs with tight deadlines, they may be expected to work additional hours at certain times to ensure that targets are met.

Most of the work is desk-based and offices tend to be modern and well-lit. Marketing managers may be expected to attend a lot of meetings and make regular presentations. Some positions may require a lot of travel, particularly when working for an international company. A driving licence is useful.

A high standard of personal presentation is expected.

Salary and other benefits

These figures are only a guide, as rates of pay may vary, depending on the employer and where people live.

  • Marketing managers who are new to the role can expect to earn around £25,000 to £30,000 a year.
  • After several years' experience, marketing managers may earn between £30,000 and £35,000 a year.
  • A senior marketing manager can earn £40,000 or more.

Job specifications for this role can vary widely and so can the salaries available. Additional benefits may include car allowances, private healthcare insurance, company pension schemes and share options. Some companies may offer bonuses linked to performance.

 

Skills and personal qualities

A marketing manager should:

  • have knowledge of a wide range of marketing techniques and concepts
  • be an excellent communicator
  • be able to respond well to pressure
  • think creatively
  • work well in a team and with a wide range of people
  • be organised and methodical
  • be proactive and able to take the initiative
  • be able to motivate and inspire a team
  • be well presented with a professional manner
  • be persuasive and diplomatic
  • have a good business awareness
  • be able to work within a budget.

 

Interests

It is important to be interested in:

  • what motivates people
  • the industry sector to be marketed.

 

Getting in

All industry sectors employ marketing managers, including financial institutions, manufacturers, retailers, service providers, the public sector, charities and IT companies, so jobs are available nationwide. However, they are generally concentrated around major cities such as London, Edinburgh, Birmingham and Liverpool. This is a popular area of work so competition can be intense.

There are some opportunities for marketing managers at specialist agencies that work as marketing consultants for businesses.

Jobs are advertised in the specialist marketing press and in local and national newspapers, eg The Guardian on Mondays. Individual industries advertise positions in their own sector magazines.

Entry for young people

There are no set entry routes but marketing managers often progress into the role after gaining several years of marketing experience, possibly as an executive or assistant, or in a specialist role such as advertising or brand manager.

Individual employers set their own entry requirements. Typically, they look for graduates. There are relevant HNCs/HNDs and degrees, but often the subject of the degree is less important than having the necessary creative flair and drive needed for the role. The marketing environment changes rapidly, so entry is less about specific qualifications and more about the individuals' approach to problem-solving and their enthusiasm to meet consumer needs.

Degree programmes typically last either three or four years. The four year courses may include a work placement, which can give a valuable insight into the skills needed for a commercial position. Postgraduate courses in marketing are also available.

Applicants for HNC/HND courses usually need one A level/two H grades, or equivalent. For degree courses, it is usually a minimum of two A levels/three H grades and five GCSEs/S grades (A-C/1-3), including maths and English or an HNC/HND in a business related subject. Candidates should check with individual colleges and universities for specific entry requirements.

Work experience and a professional qualification can improve chances of progression to the position of marketing manager. Candidates without a degree may be able to work up from a marketing executive role, particularly in small and medium-sized companies.

Entry for adults

Most marketing managers will be expected to have had some experience working within a marketing department. Maturity, business awareness and good interpersonal skills are highly valued.

Degree courses are open to mature students and full academic entry requirements are not always enforced, especially for applicants with relevant work experience. Access courses provide another entry route for adults without the necessary formal qualifications.

 

Training

On-the-job training is complemented by professional marketing qualifications. There are a number of options available through:

  • The Chartered Institute of Marketing (CIM)
  • The Institute of Direct Marketing (IDM)
  • The Institute of Sales and Marketing Management (ISMM)
  • The Communication Advertising and Marketing Education Foundation (CAM Foundation).

These range from introductory certificates to advanced level qualifications. Entry requirements for the different levels vary depending on business experience and academic ability.

Marketing managers may be encouraged to work towards the CIM Professional Postgraduate Diploma in Marketing (DipM), which is recognised internationally. A list of all the CIM approved colleges and universities, including entry requirements, is published on the CIM website.

To become a CIM student, candidates need to become a CIM Affiliate Member. This provides a range of benefits and study support. Qualifications can be studied full time, part time, by distance learning or through online tutorials. There is also the option to undertake an intensive study programme.

 

Getting on

A successful marketing manager may be able to progress to more senior posts such as marketing director or even managing director.

Overseas projects or placement opportunities may be possible for those working within organisations that have a strong international presence.

 

Further information

 

Further reading

  • Careers in Marketing, Advertising and Public Relations - Kogan Page
  • The Marketing Workplace - Marketing job descriptions guide - CIM in association with Stopgap
  • Working in marketing & advertising - Connexions
  • Working in tourism - Connexions
  • Free CIM Careers Partner Scheme CD Rom

 

Magazines/journals

  • Campaign
  • the marketer - CIM
  • Marketing
  • Marketing Week
  • Precision Marketing
  • Winning Edge - ISMM

 

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