Overview for Marketing Managers

Marketing managers develop the firm’s marketing strategy in detail. With the help of subordinates, including product development managers and market research managers, they estimate the demand for products and services offered by the firm and its competitors. They identify potential markets.

Marketing managers develop pricing strategies to help firms maximize profits and market share while ensuring that customers are satisfied. Together with the sales department, product development, and other managers, they monitor trends that indicate the need for new products and services and oversee product development. Marketing managers work with advertising and promotion managers to promote the firm’s products and services and to attract potential users.

Employment Situation

There were about167,000 marketing managers at work in the United States in May 2006. Most of these managers worked in the professional, scientific, and technical services industries and the wholesale trade. Marketing manager jobs are highly coveted and will be sought by other highly experienced professionals. College graduates with related experience, a high level of creativity, and strong communication skills will see the best job opportunities. In particular, employers will for applicants with the computer skills to conduct advertising, marketing, promotions, public relations, and sales activities on the Internet.

Education Outlook

A wide range of educational backgrounds is suitable for entry into marketing, managerial jobs, but many employers prefer those with experience in related occupations. Some employers prefer a bachelor’s degree in advertising or journalism. This course of study should include, for example, marketing, consumer behavior, market research, sales, communication methods and technology, and visual arts, and art history and photography.

Career advancement can be accelerated by participation in management training programs conducted by larger firms. Many firms also provide their employees with continuing education opportunities—either in-house or at local colleges and universities—and encourage employee participation in seminars and conferences, often held by professional societies. In collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs.

Salary Expectations for Marketing Managers

Median annual earnings in May 2006 were $$98,720 for marketing managers. According to a survey by the National Association of Colleges and Employers, starting salaries for marketing majors graduating in 2007 averaged $40,161.

Related Information

• Find all advertised management jobs.
• Find an online business degree or online marketing degree.
• Find a business or marketing school near you.

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