Marketing Manager
What is the work like?
As a marketing manager, it would be your job to plan the best ways of promoting your employer's product, service or message to as many people as possible. You would use various marketing strategies (such as media advertising, direct mail, websites and promotional events) to communicate with customers.
Your typical tasks would include:
- researching and analysing market trends
- identifying target markets and how best to reach them
- coming up with marketing strategies
- planning campaigns and managing budgets
- organising the production of posters, brochures and websites
- attending trade shows, conferences and sales meetings
- making sure that campaigns run to deadline and on budget
- monitoring and reporting on the effectiveness of strategies and campaigns
- managing a team of marketing executives and assistants.
You would often specialise in certain types of product or market, such as fashion, fast moving consumer goods (FMCG) or financial services. In some companies you might be known as a brand or account manager.
What qualifications and experience will employers look for?
You will usually need solid experience as a marketing executive before you progress into marketing management.
At this level, employers are likely to be more interested in your skills, track record and industry knowledge than your formal qualifications. If an employer does ask for qualifications, they will generally prefer you to have a marketing or business-related degree, or a professional marketing qualification such as:
- Chartered Institute of Marketing (CIM) Professional Diploma in Marketing
- Institute of Direct Marketing (IDM) Diploma in Direct and Interactive Marketing.
You could also move into marketing management if you have a strong background in a related area such as sales management or public relations.
What further training and development can I do?
You will be expected to already have good marketing knowledge and management skills when you start work as a marketing manager. Your employer should also provide some training in their products and markets.
As an experienced marketing professional, you could work towards advanced qualifications from the Chartered Institute of Marketing, such as:
- CIM Professional Diploma in Marketing
- CIM Professional Postgraduate Diploma in Marketing.
If your job involves direct marketing, you could study for advanced qualifications from the Institute of Direct Marketing (IDM), such as the Diplomas in Direct and Interactive Marketing or Digital Marketing. See the IDM website for more information.
The CIM and IDM also offer a range of short courses and workshops for marketing staff at all levels.
If you are a Member or Fellow of the CIM and take a certain amount of further training and development each year, you can gain Chartered Marketer status. See the CIM website for more information on qualifications, training and membership.
Where can I go for more information?
Moor HallCookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427500
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120
Teddington
Middlesex
TW11 0AR
Tel: 020 8614 0277
www.think-direct.com
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What salary and other benefits can I expect?
- Salaries are usually between £25,000 and £40,000 a year.
- Senior managers and marketing directors can earn £50,000 a year or more.
Figures are intended as a guideline only.
What are the hours and working conditions?
Your standard working hours would be 9am to 5pm, Monday to Friday, although you may need to work longer at busy times, such as the lead-up to a campaign launch. You may also need to attend networking events in the evenings.
You would be mainly office-based, but would also travel to meet clients and attend conferences, exhibitions and product launches.
What skills and knowledge will I need?
- excellent spoken and written communication skills
- creative thinking
- good organisational and planning skills
- the ability to lead and motivate a team
- drive, motivation and initiative
- the ability to work under pressure and to deadlines
- the confidence to 'sell' your ideas
- attention to detail
- good business sense and budget awareness.
Foreign language skills can be useful for international marketing jobs.
What opportunities are there?
You could be employed by a marketing agency or consultancy, or you could work for an in-house marketing department in all kinds of organisations, including manufacturers, retail chains, financial services, leisure and tourism, charities, universities and local authorities.
Jobs may be advertised in the local, national and industry press, on the CIM website (for CIM members only), and specialist recruitment agencies.
With experience, you could be promoted to brand or account director, then marketing director. You could also choose to become a freelance marketing consultant or set up your own consultancy.
You may find the following links useful for job vacancies and further reading (links open new window):
Brand Republic
Campaign
Marketing Week
Marketing
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