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Marketing Manager

Marketing managers work for a company or organisation to plan and direct the promotion, sale, public image, and development and presentation of its goods and/or services. They may also manage the organisation's public relations with the media, sponsors, business partners and the community.

Tasks & duties

Marketing managers may do some or all of the following:

organise and analyse market research and surveys, and generate reports on products, services, consumers and sales
study competitors' products and services, market trends and customer demand
monitor sales, goods produced and/or services delivered
monitor and estimate customer demand for products and services
improve existing products and services
develop new products and services using research, customer feedback and other methods of information gathering
identify and implement communication strategies, such as advertising campaigns, to attract customers
identify target markets and determine how to best get the message across to particular groups
prepare marketing plans, including budgets and progress reports
decide on pricing and special deals for goods and services
analyse customer feedback and monitor customer satisfaction

Skills & knowledge

Marketing managers need to have:

knowledge of advertising and promotions
knowledge of a wide range of marketing techniques and concepts
knowledge of the services and products that they market and the audience they want to attract
an understanding of the various types of media used to sell products and services
knowledge of staff management, finance and budgeting
communication skills, including an understanding of human behaviour
research and evaluation skills including the ability to interpret market research, calculations and graphs
planning and time management skills

Entry Requirements

A tertiary qualification in management, marketing or commerce is usually needed to become a marketing manager.

Secondary Education

A tertiary entrance qualification is required to enter further training. Bursary or NCEA equivalent English, maths with statistics, economics and accounting is preferred.

Training on the job

Marketing managers are required to keep up to date with the changing public demand for products and services, so they do a large amount of on the job training. Companies often run courses for their staff or send them on courses to update their knowledge.