What skills does a marketing manager need?

A marketing manager needs 43 essential skills including relationship marketing, marketing analytics, pricing strategies, services marketing, marketing management. Core competencies include .

Will AI replace marketing manager jobs?

The AI disruption score for marketing manager is 59/100 (high risk). Some tasks may be automated but the role will evolve rather than disappear entirely.

Management & LeadershipAdministrative and commercial managersISCO 1221

marketing manager

Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.

European Skills Framework

Skills and knowledge areas required for this occupation based on European classification.

Essential (43)

relationship marketingrelationship marketingThe process within Customer Relationship Management (CRM) and focuses on customer retention, satisfaction and lifetime customer value.marketing analyticsmarketing analyticsThe set of processes for employing data to improve the effectiveness of marketing activities. It involves analysing metrics such as the Return on Investment (ROI) for identify opportunities of improve...pricing strategiespricing strategiesThe techniques, theories, and commonly accepted strategies regarding pricing of goods. The relation between pricing strategies and outcomes in the market such as profitability maximisation, deterrence...services marketingservices marketingThe set of marketing activities for businesses that provide services to improve brand awareness and raise sales. It focuses on intangible commodities.marketing managementmarketing managementThe academic discipline and function in an organisation which focuses on the market research, market development, and the creation of marketing campaigns to raise awareness on the company's services a...corporate social responsibilitycorporate social responsibilityThe handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards envir...project managementproject managementThe discipline of project management, the activities which comprise this area and the variables implied in it, such as time, resources, requirements, deadlines, and responding to unexpected events.market researchmarket researchThe processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets...brand marketing techniquesbrand marketing techniquesThe methods and systems used in researching and establishing a brand identity for marketing purposes.channel marketingchannel marketingThe strategies and practices, including channel sales, that involve distributing products directly and indirectly through partners in order to bring the products to the end consumer.content marketing strategycontent marketing strategyThe process of creation and share of media and publishing content in order to acquire customers.marketing mixmarketing mixPrinciple of marketing that describes the four fundamental elements in marketing strategies which are the product, the place, the price and the promotion.market pricingmarket pricingPrice volatility according to market and price elasticity, and the factors which influence pricing trends and changes in the market in the long and short term.marketing principlesmarketing principlesThe principles of managing the relationship between consumers and products or services for the purpose of increasing sales and improving advertising techniques.integrate strategic foundation in daily performanceintegrate strategic foundation in daily performanceReflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.plan marketing strategyplan marketing strategyDetermine the objective of the marketing strategy whether it is for establishing image, implementing a pricing strategy, or raising awareness of the product. Establish approaches of marketing actions ...implement marketing strategiesimplement marketing strategiesImplement strategies which aim to promote a specific product or service, using the developed marketing strategies.study sales levels of productsstudy sales levels of productsCollect and analyse sales levels of products and services in order to use this information for determining the quantities to be produced in the following batches, customer feedback, price trends, and ...manage budgetsmanage budgetsPlan, monitor, report on the budget and prepare set production budgets.evaluate marketing contentevaluate marketing contentRevise, assess, align, and approves marketing material and content defined in the marketing plan. Evaluate written word, images, print or video advertisements, public speeches, and statements in accor...manage profitabilitymanage profitabilityRegularly review sales and profit performance.organise participation in local or international eventsorganise participation in local or international eventsApply for and secure a place to participate in local or international exhibitions and competitions.analyse business plansanalyse business plansAnalyse the formal statements from businesses which outline their business goals and the strategies they set in place to meet them, in order to assess the feasibility of the plan and verify the busine...evaluate advertising campaignevaluate advertising campaignAssess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.create annual marketing budgetcreate annual marketing budgetMake the calculation of both the income and expenditures that are expected to be paid over the coming year concerning the marketing related activities such as advertising, selling and delivering produ...apply strategic thinkingapply strategic thinkingApply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis.plan social media marketing campaignsplan social media marketing campaignsPlan and implement a marketing campaign on social media.analyse consumer buying trendsanalyse consumer buying trendsAnalyse buying habits or currently prevalent customer behaviour.define measurable marketing objectivesdefine measurable marketing objectivesOutline the measurable performance indicators of the marketing plan such as market share, customer value, brand awareness, and sales revenues. Follow up on the progress of these indicators during the ...track key performance indicatorstrack key performance indicatorsIdentify the quantifiable measures that a company or industry uses to gauge or compare performance in terms of meeting their operational and strategic goals, using preset performance indicators.coordinate marketing plan actionscoordinate marketing plan actionsManage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts.analyse internal factors of companiesanalyse internal factors of companiesResearch and understand various internal factors that influence the operation of companies such as its culture, strategic foundation, products, prices, and available resources.plan marketing campaignsplan marketing campaignsDevelop a method to promote a product through different channels, such as television, radio, print and online platforms, social media with the aim to communicate and deliver value to customers.impart business plans to collaboratorsimpart business plans to collaboratorsDiffuse, present, and communicate business plans and strategies to managers, employees making sure that objectives, actions, and important messages are properly conveyed.integrate marketing strategies with the global strategyintegrate marketing strategies with the global strategyIntegrate the marketing strategy and its elements such as the market definition, competitors, price strategy, and communication with the general guidelines of the global strategy of the company.collaborate in the development of marketing strategiescollaborate in the development of marketing strategiesWork together with a group of professionals to develop marketing strategies performing market analysis and financial viability while staying aligned with the company's goals.analyse customer service surveysanalyse customer service surveysAnalyse results from surveys completed by passengers/customer. Analyse results to identify trends and draw conclusions.perform project managementperform project managementManage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project's progress in order to achieve a specific g...analyse external factors of companiesanalyse external factors of companiesPerform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.identify potential markets for companiesidentify potential markets for companiesObserve and analyse market research findings in order to determine promising and profitable markets. Consider the firm's specific advantage and match it with markets where such value proposition is mi...align efforts towards business developmentalign efforts towards business developmentSynchronise the efforts, plans, strategies, and actions carried out in departments of companies towards the growth of business and its turnover. Keep business development as the ultimate outcome of an...perform market researchperform market researchGather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.analyse work-related written reportsanalyse work-related written reportsRead and comprehend job-related reports, analyse the content of reports and apply findings to daily work operations.

Optional (63)

customer insightcustomer insightThe marketing concept referring to the deep understanding of the customer's motivations, behaviours, beliefs, preferences, and values that help understand the reasons why the way they do. This informa...keywords in digital contentkeywords in digital contentThe digital tools to conduct keyword research. The information retrieval systems identify the content of a document guided by keywords and metadata.sales argumentationsales argumentationTechniques and sales methods used in order to present a product or service to customers in a persuasive manner and to meet their expectations and needs.business intelligencebusiness intelligenceThe tools used to transform large amounts of raw data into relevant and helpful business information.web analyticsweb analyticsThe characteristics, tools and techniques for measurement, collection, analysis and reporting of web data to get information on the users' behaviour and to improve the performance of a website.telemarketingtelemarketingPrinciples and techniques of soliciting potential customers over the phone to perform direct marketing of products or services.social media marketing techniquessocial media marketing techniquesThe marketing methods and strategies used to increase attention and website traffic through social media channels.social media managementsocial media managementThe planning, development, and implementation of strategies aimed at managing social media platforms, the publications, the social media management tools, and the image of organisations in them.public relationspublic relationsThe practice of managing all aspects of the image and perception of a company or individual among stakeholders and the society at large.contract lawcontract lawThe field of legal principles that govern written agreements between parties concerning the exchange of goods or services, including contractual obligations and termination.neuromarketing techniquesneuromarketing techniquesA field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to marketing stimuli.market entry strategiesmarket entry strategiesThe ways to enter a new market and their implications, namely; exporting via representatives, franchising to third parties, collaborating joint ventures, and opening of fully-owned subsidiaries and fl...online ads campaign techniquesonline ads campaign techniquesTechniques to plan and implement a marketing campaign on online ads platforms.cost managementcost managementThe process of planning, monitoring and adjusting the expenses and revenues of a business in order to achieve cost efficiency and capability.statisticsstatisticsThe study of statistical theory, methods and practices such as collection, organisation, analysis, interpretation and presentation of data. It deals with all aspects of data including the planning of ...web strategy assessmentweb strategy assessmentTechniques for conducting a deep analysis of a company's web presence.information confidentialityinformation confidentialityThe mechanisms and regulations which allow for selective access control and guarantee that only authorised parties (people, processes, systems and devices) have access to data, the way to comply with ...teamwork principlesteamwork principlesThe cooperation between people characterised by a unified commitment to achieving a given goal, participating equally, maintaining open communication, facilitating effective usage of ideas etc.e-commerce systemse-commerce systemsBasic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc.sales department processessales department processesThe different processes, duties, jargon, role in an organisation, and other specificities of the sales department within an organisation.sales strategiessales strategiesThe principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.content development processescontent development processesThe specialised techniques used to design, write, compile, edit and organise digital content, such as text, graphics and videos for publishing purposes.search engine optimisationsearch engine optimisationThe marketing approach which promotes webpage presentation by affecting the specific structures of the website which impact its visibility in unpaid search results.communication principlescommunication principlesThe set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.perform multiple tasks at the same timeperform multiple tasks at the same timeExecute multiple tasks at the same time, being aware of key priorities.communicate with customerscommunicate with customersRespond to and communicate with customers in the most efficient and appropriate manner to enable them to access the desired products or services, or any other help they may require.forecast sales over periods of timeforecast sales over periods of timeCalculate and estimate the expected sales of products and services over different periods of time in order to determine their profitability.coordinate eventscoordinate eventsLead events by managing budget, logistics, event support, security, emergency plans and follow up.assist in developing marketing campaignsassist in developing marketing campaignsProvide assistance and support in all the efforts and actions required to implement a marketing campaign such as contacting advertisers, preparing briefings, setting up meetings, and shopping around f...promote eventpromote eventGenerate interest in an event by carrying out promotion actions, such as placing ads or distributing flyers.prepare exhibition marketing planprepare exhibition marketing planDevelop marketing plan for upcoming exhibition; design and distribute posters, flyers and catalogues; communicate ideas with photographers, graphic designers and printers; prepare articles for online ...carry out sales analysiscarry out sales analysisExamine sales reports to see what goods and services have and have not sold well.manage staffmanage staffManage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the wor...maintain relationship with suppliersmaintain relationship with suppliersBuild a lasting and meaningful relationship with suppliers and service providers in order to establish a positive, profitable and enduring collaboration, co-operation and contract negotiation.use different communication channelsuse different communication channelsMake use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.use content management system softwareuse content management system softwareUse software that allows publishing, editing and modifying content as well as maintenance from a central interface.estimate profitabilityestimate profitabilityTake various factors into account to calculate the cost and potential revenues or savings gained from a product in order to evaluate the profit that could be generated by the new acquisition or by a n...manage distribution channelsmanage distribution channelsOversee distribution channels with regards to the requirements of customers.apply social media marketingapply social media marketingEmploy website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and s...approve advertising campaignapprove advertising campaignCheck all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. Approve the way of...create media plancreate media planDetermine how, where and when advertisments will be distributed in various media. Decide on consumer target group, area and marketing objectives in order to choose the media platform for advertising.use analytics for commercial purposesuse analytics for commercial purposesUnderstand, extract and make use of patterns found in data. Use analytics to describe consistent happenings in observed samples in order to apply them to commercial plans, strategies, and corporate qu...conduct online competitive analysisconduct online competitive analysisAssess strengths and weaknesses of current and potential competitors. Analyse competitors' web strategies.negotiate sales contractsnegotiate sales contractsCome to an agreement between commercial partners with a focus on terms and conditions, specifications, delivery time, price etc.use theoretical marketing modelsuse theoretical marketing modelsInterpret different academic theories and models of academic nature and make use of them to create the marketing strategy of the company. Employ strategies such as the 7Ps, the customer lifetime value...liaise with advertising agenciesliaise with advertising agenciesCommunicate and cooperate with advertising agencies in transmitting the goals and specifications of the marketing plan. Liaise to develop an advertising and promotional campaign that represent the aim...conduct search engine optimisationconduct search engine optimisationExecute optimal marketing research and strategies on search engine processes, also known as search engine marketing (SEM), in order to increase online traffic and website exposure.plan eventsplan eventsPlan programmes, agendas, budgets, and services of an event according to customers' requirements.develop online community plandevelop online community planCreate the community's plan to grow the online community, build usage, retain recent users and increase the user's participation.manage content development projectsmanage content development projectsPlan and implement the creation, delivery and management of digital or printed content, develop a system that describes the entire editorial content development and publishing process and use ICT tool...ensure cross-department cooperationensure cross-department cooperationGuarantee communication and cooperation with all the entities and teams in a given organisation, according to the company strategy.implement sales strategiesimplement sales strategiesCarry out the plan to gain competitive advantage on the market by positioning the company's brand or product and by targeting the right audience to sell this brand or product to.identify market nichesidentify market nichesAnalyse the composition of the markets, segment these into groups, and highlight the opportunities that each one of these niches represent in terms of new products.manage the handling of promotional materialsmanage the handling of promotional materialsPlan and prepare the production of promotional materials with third parties by contacting printing companies, agreeing on logistics and delivery, and making sure that deadlines are met.set sales goalsset sales goalsSet sales goals and objectives to be reached by a sales team within a period of time such as the target amount of sales made and new customers found.supervise sales activitiessupervise sales activitiesMonitor and oversee the activities related to the ongoing sales in the shop to ensure that sales goals are met, assess areas for improvement, and identify or solve problems that customers could encoun...perform product planningperform product planningIdentify and articulate market requirements that define a product’s feature set. Product planning serves as the basis for decisions about price, distribution and promotion.analyse data about clientsanalyse data about clientsStudy data about clients, visitors, customers or guests. Gather, process and analyse data about their characteristics, needs and buying behaviours.manage accountsmanage accountsManage the accounts and financial activities of an organisation, supervising that all the documents are correctly maintained, that all the information and calculations are correct, and that proper dec...develop business plansdevelop business plansPlan, write and collaborate in the implement business plans. Include and foresee in the business plan the market strategy, the competitive analysis of the company, the design and the development of th...conduct mobile marketingconduct mobile marketingConduct mobile marketing using a mobile device e.g. tablet or smartphone. Gather personalised information and transfer it to customers in order to promote services or goods.liaise with managersliaise with managersLiaise with managers of other departments ensuring effective service and communication, i.e. sales, planning, purchasing, trading, distribution and technical.liaise with distribution channel managersliaise with distribution channel managersLiaise with managers in distribution points in order to plan and agree with them promotional events aimed at promoting the brands and products that those distribution channels sell.