Job Analysis: Marketing Manager
What is marketing? According to the American Marketing Association, marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holders.
According to Kotler marketing management is an art and science of choosing target markets and getting, keeping and growing customers through creating delivering and communicating superior customer value.
The following is an analysis of the role, job, and contribution of a marketing manager:
A] Qualities required by a marketing manager
Good communication skills.
Strong determination to achieve goals.
Knowledge of self, he must know his capability before taking up such responsibility.
Maturity to handle situations, not just routine problems but also those affecting the organization internally but also fighting external sources mainly competition.
Knowledge of the product. He must know what he is selling.
Knowledge of firm. He must analyze the situation and position of the organization constantly.
Update technology.
Patience.
One of the most important traits required is creativity.
B] Roles and job of a marketing manager:
He acts a demand manager: as Kotler says he must be skilled in stimulating demand for a companys product. This requires him to not only create a demand for new products but also stimulate demand for existing products.
Brand awareness is also a very important task for a manager. He must make create stable marketing so as to bring awareness amongst customers in a target market.
Another important task for a marketing manager acting as a demand manager is to help shift demand from negative demand to full demand.
Chose the right market segmentation. Segmenting the market is one of the key reasons for the success of a product it lies in the hands of the marketing manager.
Idea generation. The real birth of a product takes place from idea generation.
Idea recognition. These ideas can spring up from customers, clients or employees and it is the responsibility of the marketing manager to identify such potential product.
Building stronger brands.
Customer relationship management.
Maintain quality of the product.
Price fixation.
Adopting the right marketing plan.
Adopting marketing information systems so as to assess the managers information needs.
Achieving organizational objectives.
Market research operations: this can be done through data collection, data analysis, interviews. And a final judgment based on such reports.
Fixing remuneration.
Overcome tactfully the effects of competition.
Maintain stable relationship with creditors ands well as other firms.
Maintain corporate trustworthiness.
Choosing the right channel for distribution.
Analysis of the degree of competition.
Social benefits.
He also has the responsibility towards his customers. As the definition states he has to help more customers to enjoy more of these products and services.
Using modern technology such as data warehousing, data bases and data mining.
The key source to his success is definitely customer satisfaction.
Difficulties:
Dynamic environment.
Satisfying customers is the trickiest and most difficult part for marketing manager.
Market research.
Variations in economic position.
We can say that the basic job description doesnt relate every time to the actual job. In fact the employee should be adaptable to the environment and maybe work on tasks which were is not in the same order everywhere.
About the Author:
Ray Mason holds a MBA in International business. He works as a content creator at en.Oboulo.com.
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What marketing certifications are crucial and beneficial to have in today’s market?
1I have recently received my BS and wish to seek the marketing route. What certifications should I go after that will appeal to employers and will be helpful in my career. I am open to all forms of marketing but leaning towards online marketing. Any input will help. Thank you!
The American Management Association (AMA) provides 12 certificate programs in professional areas. Those who hold an AMA certificate are recognized as having in-demand expertise in the business world. To complete the program, three seminars in one area of focus must be completed within two years.
Management Certificates
The AMA’s Business Management for Technical Professionals certificate is meant for professionals who want to combine their technical proficiency with management skills. Seminars to choose from include Managing a World-Class IT Department and Effective Technical Writing. The Management Excellence certificate is for professionals who hope to expand their business through improved management skills. Available seminars include Delegation Bootcamp and Management Skills for New Managers. Students of the Strategic Alliance Management certificate program will take seminars such as Developing Executive Leadership and Responding to Conflict: Strategies for Improved Communication.
Supervisory Certificates
The AMA’s Administrative Excellence certificate is for executive support staffers and administrative assistants who want to take on additional responsibilities. Seminars to choose from include Business Writing for Administrative Professionals and Successful Meeting Planning. The Supervisory Excellence certificate is for professionals who want to hone their supervisory skills. Available seminars include Making the Transition from Staff Member to Supervisor and Confronting the Tough Stuff — Management Skills for Supervisors. The Project Management certificate is for marketing professionals who want to become proficient in their fields. Available seminars include Business Analysis Fundamentals and Best Practices for the Multi-Project Manager.
Business Skills Certificates
The AMA’s Business Communication certificate is for any professional who hopes to develop their communication skills in the workplace. Seminars to choose from include Getting Results Without Authority and Effective Executive Speaking. Students of the Human Resources certificate program will be offered seminars such as Recruiting, Interviewing and Selecting Employees; Training the Trainer; and How to Conduct Effective Workplace Investigations. The Leadership certificate is meant for professionals who are already managers or executives and who wish to improve their leadership skills. Available seminars include Leading Virtual and Remote Teams and The Voice of Leadership: How Leaders Inspire, Influence and Achieve Results.
Capital Certificates
The AMA’s Finance certificate is for professionals who do not have a financial role but who wish to understand their business’ financial dynamics. Seminars to choose from include Effective Internal Auditing and the AMA’s Budgeting Workshop. The Marketing certificate program teaches how to strategize and apply marketing tactics in an effort to promote business. Available seminars include Planning and Developing New Products and Market Research — How to Get the Right Data to Make the Right Decisions. The Sales certificate program is for both new and experienced salespeople who want to advance their careers. Available seminars include Strategic Sales Negotiations and Territory and Time Management for Salespeople.
Contact
You can contact the AMA by visiting them online at amanet.org or by calling (877) 566-9441. Don’t forget to ask about their discount pricing packages.
Read more: American Management Association Certification | eHow.com http://www.ehow.com/about_6546235_american-management-association-certification.html#ixzz1VyPw24p3
2What do marketing jobs pay if u have a masters marketing degree and ur experience is running a small business?
3the business is marketing related and has been in operation for about 11 years. i’m now making a transition to work for a big company in marketing and i’m doing that by getting my master’s in marketing from NYU. just wondering what i can expect after graduating as far as salary and job placement/position?
A master’s degree in marketing and some experience running a small business would mean you should have plenty of experience under your belt. In this case, in terms of marketing opportunities at large and profitable companies, a person with your background should at the very least be a marketing manager. Marketing managers are typically roles that require a minimum of five years of industry experience and often require MBA’s or other advanced degrees. Depending on the industry, a marketing manager of your experience level should expect anywhere between 90K – 140K per year.
Marketing as a field provides a very wide range of salaries. Entry level positions in marketing can pay anywhere between 30K-80K, and that range doesn’t get any easier as you climb up. The reason is that for any given position in marketing, the rule is simple: if you’re really good and you can prove that you are, you’ll get offered the maximum. Most people don’t, and that’s why there’s such a range.
Be prepared to fully and effectively market yourself upon graduating. Know how to articulate your unique value to the employer and communicate the attributes that set you apart from the other applicants. I’d say your small business background is a good start in terms of differentiating yourself.
4Marketing?
I am attending University in the Fall but im confused. I have been accepted into Commerce at my university and i was planning on majoring in Marketing. However i am not sure if I am picturing what Marketing really is. I want to be the one who will come up with the ad. I don’t want to make it just create the idea for it. Is that what Marketing would en tale or should i just go into Arts and Sciences?
Thanks
5Marketing is the overall campaign for an item/location etc… From tv to banners and getting radio commercials and creating a feel by donating money to the local baseball team, Marketing does it all, and advertising is a small part of that.
What you want to be is a graphic designer.
6marketing?
7if i study an online marketing course would it help me get a good career? would i be able to do event planning? is marketing fun and do you meet alot of people?
“Marketing is all the exhilarating big things and all the troublesome little things that have to be done in every nook and cranny of the entire corporate organization in order to achieve the purpose of attracting and holding a customer.” Theodore Levitt.
Yes, marketing is fun, and right now with the speed of technology, the media landscape is changing dramatically and customers are driving the interactions. Thus, in order to be a good marketer today and excel at what you do, and answering your question, meet lots of people, you must be skilled in many areas.
Integrated marketing communications, for example, which may defined as a holistic approach to promote buying and selling in the digital economy, includes many online, including e-campaigns or programs from search engine optimization, pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, RSS, podcast, and Internet TV, and offline marketing channels, including traditional print, mail order, public relations, industry analyst relations, billboard, radio, and television.
I’d recommend reading as many books on the subject as you can and taking courses, on and/or offline, only however, if they add value. Some of the best experience is hand’s on. Jump in there and get a job first learning what you’d like to do first hand. You can then decide if it’s right for you and develop excellent experiential tools of the trade.
Good luck!
8Christina http://www.getsavy.com
What percentage of my marketing budget should I allocate for online marketing?
9I have a writing and editing services company, and we currently have $4500 of our operating budget. We are planning to do direct mail marketing, advertisements in trade journals, and online marketing (pay-per-click, e-newsletters, etc). How much of my marketing budget should I allocate for online marketing?
You can test how well PPC works for you with a very short test, $100-$200.
I recommend going with Google/Yahoo Paid advertising for it’s wider audiences.
Create your most compelling ad copy and target popular keywords in your space.
Implement the conversion tracking code provided by Google / Yahoo on your “thank you” / sales lead page.
You’ll be able to determine the ROI of PPC within a short time, and short spend.
Hope this helps!
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