What do marketing managers do?
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.
This describes a U.S. occupation, not a live vacancy. Individual employers may use different titles and requirements.
Job titles to recognize in your search
O*NET reports these titles for this occupation. Compare the responsibilities in each posting before treating titles as equivalent.
- BD Director (Business Development Director)
- BD Manager (Business Development Manager)
- Brand Manager
- Market Development Executive
- Market Development Manager
- Marketing Communications Manager
- Marketing Coordinator
- Marketing Director
Core tasks to compare with a job posting
- Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
- Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
- 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.
- Initiate market research studies, or analyze their findings.
- Compile lists describing product or service offerings.
- Consult with product development personnel on product specifications, such as design, color, or packaging.
- Recommend modifications to products, packaging, production processes, or other characteristics to improve the environmental soundness or sustainability of products.
Prepare an application for this occupation
- Check the employer’s requirements, location, schedule and any licenses against your situation.
- Choose two or three tasks above that match the posting and your actual experience.
- Build a resume evidence worksheet using the skills and software relevant to that employer.
- Practice explaining your contribution, decisions and results before an interview.
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