Marketing Managers

At a Glance

Create plans to market products and services
Often work long hours
Work with customers and advertising managers
Have a bachelor's degree plus work experience
Stay up to date on trends and pop culture

Career summary

Marketing managers develop marketing plans to sell products or services.

Marketing managers oversee the marketing process. They gather information and analyze the product or service they want to sell. They create a budget for the marketing process or campaign.

Marketing managers look for trends in buying and selling. When they find new trends, they think of ideas for new products. If a new product is created, they oversee its development. They work with advertising managers to decide how to make the product appealing to buyers.

Managers may do research to find out who wants the product. They check to see if a certain group of people or a demographic like the product more than another group of people. Managers talk to merchandise buyers to find out what is selling in stores. They ask people what they think of the product. They analyze the results and use the data to make their marketing plan.

Marketing managers work with product development researchers and market research managers to develop potential markets for products and services. Managers set prices by checking which price will make the most profit, but still appeal to customers. They create an advertising plan to introduce the product to the market. They work with the packaging designers. They may negotiate contracts with vendors and distributors.

Marketing managers handle conflicts. This may include copyright infringement, which has to do with preventing competitors from copying merchandise. They handle matters of royalty sharing, which has to do with sharing profits with people who helped to invent products or services.

Marketing managers may hire, train, and supervise marketing and sales staff.

Related careers

This career is part of the Marketing cluster of careers.

Related careers include:

Job duties

Task list

The following list of tasks is specific to marketing managers.

Develop strategies to sell products and services. Look at factors like cost or impact on the natural environment.
Analyze markets for products and services. Study popular trends and sales forecasts. This includes demand for new technology and green products.
Review product development. Include factors such as the ecological impact of the product or how much money it will cost.
Publicize products and services. Use different factors to attract customers. Use environmental information to market green products.
Coordinate promotional activities for marketing products and services.
Negotiate contracts with vendors and distributors.
Keep track of market trends through EPA reports, trade journals, and shows.
Consult with buyers about products or services. Look at factors like the demand for products or which products have the smallest impact on the environment.
Solve problems, such as copyright infringement and royalty sharing, with those outside the company.
Hire, train, and supervise marketing and sales staff.
Oversee market research studies. Analyze their findings.
Prepare reports of marketing activities.
Promote product sustainability by reducing packaging.

Common work activities

Marketing managers perform the following tasks. These tasks are common to many careers.

Communicate with supervisors, peers, or subordinates
Establish and maintain relationships
Use computers
Organize, plan, and prioritize work
Make decisions and solve problems
Get information needed to do the job
Think creatively
Convince others to buy goods or change their minds or actions
Identify objects, actions, and events
Communicate with people outside the organization
Develop and build teams
Develop goals and strategies
Coordinate the work and activities of others
Guide, direct, and motivate others
Update and use job-related knowledge
Analyze data or information
Resolve conflicts and negotiate with others
Estimate sizes, quantities, time, cost, or materials needed
Schedule work and activities
Explain the meaning of information to others
Judge the value of objects, services, or people
Process information
Coach others
Monitor events, materials, and surroundings
Provide advice and consultation to others
Monitor and control resources
Teach others
Document and record information

Work requirements

Working conditions

In a typical work setting, marketing managers:

Interpersonal relationships

Have a very high level of job-required social interaction. They frequently talk to customers and coworkers.
Regularly work as part of a team.
Communicate by a variety of means. They use telephone, e-mail, face-to-face talks, letters, and memos on a daily basis.
Are responsible for the results of work done by others.
Occasionally are placed in conflict situations in which others may be unpleasant or angry.

Physical work conditions

Almost always work indoors. May on rare occasions work outdoors.
Often share office space with other workers.

Work performance

Must be sure that the job is done exactly. Errors could harm the company's reputation or cost them money.
Make decisions that affect their employer's reputation on a daily basis. Many agencies use word-of-mouth to attract new clients.
Make decisions that affect staff and clients on a daily basis. As a manager, they rarely consult a supervisor before deciding a course of action.
Set their tasks and goals for the day independently, without consulting anyone first.
Work in a competitive atmosphere. They must meet strict daily deadlines.
May repeat the same work activities, especially tasks that involve a computer.

Hours/travel

May work 50 hours a week or more.
Generally work a set schedule. This is usually standard business hours.
May travel often to meet with sales representatives and clients.

Physical demands

Marketing managers frequently:

Sit for long periods of time.

It is important for marketing managers to be able to:

Speak clearly so listeners can understand.
Understand the speech of another person.
See details of objects that are less than a few feet away.

It is not as important, but still necessary, for marketing managers to be able to:

See details of objects that are more than a few feet away.
See differences between colors, shades, and brightness.

Skills and abilities

Marketing managers need to:

Communicate

Speak clearly so listeners can understand.
Understand spoken information.
Understand written information.
Write clearly so other people can understand.
Read and understand work-related materials.
Listen to others and ask questions.

Reason and problem solve

Analyze ideas and use logic to determine their strengths and weaknesses.
Use reasoning to discover answers to problems.
Understand new information or materials by studying and working with them.
Combine several pieces of information and draw conclusions.
Think of new ideas about a topic.
Judge the costs and benefits of a possible action.
Recognize the nature of a problem.
Think of original, unusual, or creative ways to solve problems.
Notice when something is wrong or is likely to go wrong.
Identify what must be changed to reach goals.
Follow guidelines to arrange objects or actions in a certain order.
Recognize when important changes happen or are likely to happen in a system.
Develop rules that group items in various ways.

Use math and science

Choose a mathematical method or formula to solve problems.
Add, subtract, multiply, and divide quickly and correctly.

Manage oneself, people, time, and things

Check how well one is learning or doing something.
Manage the time of self and others.
Motivate, develop, and direct people as they work.

Work with people

Be aware of others' reactions and understand the possible causes.
Persuade others to approach things differently.
Solve problems by bringing others together to discuss differences.
Change behavior in relation to others' actions.
Use several methods to learn or teach new things.
Look for ways to help people.
Teach others how to do something.

Work with things

Analyze needs and requirements when designing products.

Perceive and visualize

Imagine how something will look if it is moved around or its parts are rearranged.
Identify a pattern (a figure, object, word, or sound) that is hidden in distracting material.

Education and training

Educational programs

The programs of study listed below will help you prepare for the occupation or career cluster you are exploring.

Programs of study directly related to this occupation

Other programs of study to consider

Training

To work as a marketing manager, you typically need to:

have a high school diploma or equivalent;
have a bachelor's degree; and
have five years or more of work experience in marketing.

Education after high school

Many marketing managers have a bachelor's or master's degree. Business administration and management are common areas of study. However, a degree in marketing is also a common way to prepare. Depending on your employer, you may need a bachelor's degree in a technical area and a master's in business administration (MBA). For example, a marketing manager for a company that sells computer products may have a bachelor's degree in computer science plus an MBA.

Regardless of major, you should take specific college courses. These include marketing, economics, accounting, finance, statistics, and market research. You should also take courses such as international and interactive marketing, information technology, and marketing communication.

Work experience

You must prove yourself as a marketing specialist before you can become a manager. Most marketing managers worked for several years as product or brand specialists.

On-the-job training

You should consider participating in an internship while in college. An internship is usually part of a four-year degree program. It offers you a chance to apply what you have learned in the classroom to a work situation. It also allows you to build skills and make contacts with people in the field.

Some companies have in-house management training programs. They may also pay for college courses you take to improve your skills. The length of on-the-job training varies, but usually lasts two to three months.

Helpful high school courses

In high school, take classes that prepare you for college. A college preparatory curriculum may be different from your state's graduation requirements.

You should also consider taking some advanced courses in high school. This includes Advanced Placement (AP) and International Baccalaureate (IB) courses if they are available in your school. If you do well in these courses, you may receive college credit for them. Advanced courses can also strengthen your college application.

Helpful electives to take in high school that prepare you for this career include:

Accounting
Banking and Finance
Computer Applications
Economics
Introduction to Business
Marketing
Probability and Statistics
Psychology
Sociology

The courses listed above are meant to help you create your high school plan. If you have not already done so, talk to a school counselor or parent about the courses you are considering taking.

You should also check with a teacher or counselor to see if work-based learning opportunities are available in your school and community. These might include field trips, job shadowing, internships, and actual work experience. The goal of these activities is to help you connect your school experiences with real-life work.

Join some groups, try some hobbies, or volunteer with an organization that interests you. By participating in activities you can have fun, make new friends, and learn about yourself. Maybe one of them will help direct you to a future career. Here are examples of activities and groups that may be available in your high school or community.

Things to know

Most employers prefer marketing managers who have a bachelor's degree. They look for a background in advertising, business administration, public affairs, or political science. They also look for managers who have strong creative, computer, and technical writing skills.

Employers also prefer marketing managers who have some experience in the occupation. Marketing managers can get this experience through internships and entry-level jobs in advertising and sales.

Many companies also provide management training programs in cooperation with colleges and universities. These training and retraining programs can be very helpful in making job or promotion connections.

In highly technical industries in Washington, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. Courses in business law, economics, accounting, finance, math, statistics, advertising, international business, sociology, and demography are recommended.

Tips

Find a summer job, internship, or apprenticeship at an advertising agency or marketing firm, or in the marketing department of a local company. If you are in high school, join a business club and try to get an internship with a local company for credit. Volunteer to head a marketing event or committee for a nonprofit organization to gain exposure. Have a portfolio of your work to show at informational interviews. Read magazines and trade journals related to the field. Observe advertisements for a particular product, study the whole advertising campaign, and think about the kinds of ads you would produce as well as other ways to influence consumer’s to buy that product.

Costs to workers

Marketing managers may pay for books, professional association dues, and memberships in social organizations. Marketing managers are expected to wear business attire. Some workers may have to pay for courses to keep up with changes in the field.

Job listings

Listed below are links to job categories from the National Labor Exchange that relate to this career. Once you get a list of jobs, you can view information about individual jobs and find out how to apply. If your job search finds too many openings, or if you wish to search for jobs outside of Washington, you will need to refine your search.

Marketing Managers

To get a listing of current jobs from the WorkSource system, go to the WorkSource website (external link) .

Wages

Marketing managers (SOC 11-2021)

Location	Pay Period
Location	Pay Period	10%	25%	Median	75%	90%
Washington	Hourly	$40.21	$52.92	$70.92	$90.34	(1)
	Monthly	$6,968	$9,171	$12,290	$15,656	(1)
	Yearly	$83,640	$110,080	$147,520	$187,900	(1)
Bellingham	Hourly	$36.23	$42.14	$48.89	$75.08	$95.07
	Monthly	$6,279	$7,303	$8,473	$13,011	$16,476
	Yearly	$75,358	$87,653	$101,690	$156,150	$197,738
Bremerton-Silverdale	Hourly	$34.55	$47.54	$75.25	$91.41	$100.21
	Monthly	$5,988	$8,239	$13,041	$15,841	$17,366
	Yearly	$71,859	$98,898	$156,514	$190,138	$208,441
Kennewick-Richland	Hourly	$35.18	$42.11	$49.59	$77.92	(2)
	Monthly	$6,097	$7,298	$8,594	$13,504	(2)
	Yearly	$73,171	$87,586	$103,149	$162,077	(2)
Longview	Hourly	$42.01	$54.06	$74.87	$95.27	(2)
	Monthly	$7,280	$9,369	$12,975	$16,510	(2)
	Yearly	$87,369	$112,433	$155,738	$198,161	(2)
Mount Vernon-Anacortes	Hourly	(2)	(2)	(2)	(2)	(2)
	Monthly	(2)	(2)	(2)	(2)	(2)
	Yearly	(2)	(2)	(2)	(2)	(2)
Olympia-Tumwater	Hourly	$27.93	$41.68	$63.90	$81.61	$99.42
	Monthly	$4,840	$7,223	$11,074	$14,143	$17,229
	Yearly	$58,088	$86,699	$132,922	$169,745	$206,801
Seattle-Tacoma-Bellevue	Hourly	$43.17	$56.26	$73.62	$93.02	(2)
	Monthly	$7,481	$9,750	$12,758	$16,120	(2)
	Yearly	$89,791	$117,019	$153,135	$193,475	(2)
Spokane-Spokane Valley	Hourly	$32.54	$36.69	$49.18	$74.40	$92.17
	Monthly	$5,639	$6,358	$8,523	$12,894	$15,973
	Yearly	$67,687	$76,303	$102,296	$154,755	$191,711
Vancouver	Hourly	$29.52	$40.47	$56.43	$74.84	$93.83
	Monthly	$5,116	$7,013	$9,779	$12,970	$16,261
	Yearly	$61,398	$84,172	$117,383	$155,679	$195,169
Yakima	Hourly	$34.09	$44.34	$58.19	$77.24	$98.72
	Monthly	$5,908	$7,684	$10,084	$13,386	$17,108
	Yearly	$70,897	$92,232	$121,028	$160,657	$205,334
United States	Hourly	$33.58	$46.04	$64.56	$87.39	(1)
	Monthly	$5,819	$7,979	$11,188	$15,145	(1)
	Yearly	$69,840	$95,770	$134,290	$181,780	(1)

(1) Wages are greater than $90/hour or $187,200/year.
(2) Wage estimate is not available.

Wages vary widely depending on the manager's level of responsibility and education. Wages also vary by the size of the company. Depending on job performance, marketing managers may earn bonuses equal to ten percent or more of their salaries.

Marketing managers who work full time usually receive benefits. Common benefits include paid vacation, sick leave, health insurance, and a retirement plan.

Employment and outlook

Washington outlook

#Between 2014 and 2024, it is estimated that there will be 174 openings annually due to new positions and 158 openings annually from workers leaving this career.

#Updated outlook 06.16 sd

In Washington, competition for jobs is strong since marketing managers are often well paid. Job opportunities are expected to increase in the service industries but slow in the manufacturing sector. Managers with experience, creativity, and skills in new media, such as the Internet, are in demand. Job prospects will be best for experienced, creative college graduates with strong communication skills.

The table below provides information about the number of workers in this career in various regions. It also provides information about the expected growth rate and future job openings.

Marketing Managers (SOC 11-2021)

		This occupation	All occupations
Location	Current employment	Growth over 10 years		Annual openings
Washington	13,620	42.1%	16.1%	2,512
Adams, Chelan, Douglas, Grant, and Okanogan Counties	24	33.3%	13.4%	4
Asotin, Columbia, Ferry, Garfield, Lincoln, Pend Oreille, Stevens, Walla Walla, and Whitman Counties	63	19.0%	8.6%	8
Benton and Franklin Counties	27	14.8%	15.0%	3
Clallam, Jefferson, and Kitsap Counties	50	22.0%	11.9%	7
Clark, Cowlitz, and Wahkiakum Counties	201	35.8%	15.2%	34
Grays Harbor, Lewis, Mason, Pacific, and Thurston Counties	73	24.7%	14.1%	11
Island, San Juan, Skagit, and Whatcom Counties	96	24.0%	14.6%	13
King County	11,264	55.0%	19.6%	2,447
Kittitas, Klickitat, Skamania, and Yakima Counties	57	8.8%	13.8%	6
Pierce County	187	1.6%	15.2%	15
Snohomish County	294	23.5%	12.4%	41
Spokane County	204	27.5%	13.9%	31
United States	259,200	8.1%	5.2%	26,000

National employment

Major employers:

Professional, scientific, and technical service companies
Manufacturing companies
Business management companies
Finance and insurance companies
Information companies

National outlook

Demand for this occupation will remain strong as companies look to expand their share of the market by finding new customers. Digital marketing opportunities will increase demand for managers with experience marketing through websites and social media.

Competition will be strong for job openings. Those with experience in digital media will have the best opportunities.

Other resources

Academy of Marketing Science
College of Business, Louisiana Tech University
PO Box 3072
Ruston, LA 71272
318.257.2612

Advertising Educational Foundation
708 Third Avenue, 23rd Floor
New York, NY 10017
212.986.8060

AgCareers.com
Western USA Office
866.519.7445

American Advertising Federation
1101 Vermont Avenue NW
Fifth Floor
Washington, DC 20005
202.898.0089

American Apparel and Footwear Association
740 - 6th Street NW
Washington, DC 20001
202.853.9080

American Hotel and Lodging Educational Institute
(Certification options in the hospitality industry)

American Management Association

American Marketing Association

Hospitality Sales and Marketing Association International
7918 Jones Branch Drive, Suite 300
McLean, VA 22102
703.506.3280

National Association of Farm Broadcasters
PO Box 500
Platte City, MO 64079

National Retail Federation
1101 New York Avenue NW
Washington, DC 20005
800.673.4692
202.783.7971

Sales and Marketing Executives International, Inc.
PO Box 1390
Sumas, WA 98295-1390
312.893.0751

References

Career cluster

Marketing

Career path

Enterprising (Business Communications)

O*Net occupation

Marketing Managers (11-2021.00)

O*Net job zone

Job Zone 4 - Considerable preparation needed. A minimum of two to four years of work-related skill, knowledge, or experience is needed for these occupations.

DOT occupations

Strong Interest Inventory

Marketing Manager
Research and Development Manager

Holland occupational cluster

Enterprising/Conventional/Artistic

COPSystem

Business Professional