Marketing Managers

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This occupation is part of the Management cluster

About the Job

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

It is also Called

  • Account Supervisor
  • Assistant Marketing Manager
  • Brand Manager
  • Bridal Consultant
  • Business Developer
  • Business Development Director
  • Business Development Manager
  • Business Development Specialist
  • Category Manager
  • Channel Manager

What They Do

  • Formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers.
  • Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
  • Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
  • Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
  • Develop pricing strategies, balancing firm objectives and customer satisfaction.
  • Compile lists describing product or service offerings.
  • Initiate market research studies or analyze their findings.
  • Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
  • Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.
  • Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand.

Interests

People who work in this occupation generally have the interest code: EC.

This means people who work in this occupation generally have Enterprising interests, but also prefer Conventional environments.

Work Values

People who work in this occupation generally prize Working Conditions, but also value Achievement and Relationships in their jobs.

Things They Need to Know

  • Sales and Marketing - Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
  • Customer and Personal Service - Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
  • English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
  • Administration and Management - Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
  • Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.

Things They Need to Be Able to Do

  • Active Listening - Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
  • Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
  • Persuasion - Persuading others to change their minds or behavior.
  • Speaking - Talking to others to convey information effectively.
  • Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
  • Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
  • Monitoring - Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

Additional Resources


Education Required

Most of these occupations require a four-year bachelor's degree, but some do not.

Wages

In 2012, the average annual wage in California was $147,240.00 with most people making between $72,280.00 and n/a

Outlook

1.86%
avg. annual growth

During 2010, this occupation employed approximately 32,200 people in California. It is projected that there will be 38,200 employed in 2020.

This occupation will have about 600 openings due to growth and about 940 replacement openings for approximately 1,540 total annual openings.

Common College Majors

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