Marketing managers serve as beacons in corporations, identifying consumers or businesses who are most likely to use their products. They study demographics of customers -- their ages, genders and average incomes -- to determine the most effective media sources for reaching primary customers. If you are creative and have interpersonal skills, you have some of the necessary traits of a marketing manager. The next step is getting a formal education.
A corporate marketing manager is responsible for determining the best markets for selling products and services. For new products, she may start by introducing products in regional markets before expanding to national or international markets. In this profession, you also might determine prices for products by studying competitors' prices and conducting market research with consumers to determine what price ranges are acceptable to them. Marketing managers also develop advertising and distribution strategies. For example, you might collaborate with copywriters to develop the right messages for describing products. Then you determine the best outlets for selling them: retail or wholesale.
Most corporate marketing managers have administrative duties, such as selecting, hiring and training employees, tracking their performances and conducting annual performance reviews. As a marketing manager, you might also track advertising campaigns to determine which to drop or expand. For example, you might tweak the message in an advertisement to better capture the attention of consumers. Or, you might increase expenditures for a direct mail promotion that's pulling in lots of orders. If you work with outside vendors, you must ensure their payment invoices get processed on time.
Most corporate marketing managers work weekdays, Monday to Friday, but some overtime may be required. Nineteen percent worked 50 or more hours per week in 2010, according to the U.S. Bureau of Labor Statistics. In this field, you may also occasionally travel, as marketing managers observe focus groups and visit stores in various markets. Marketing management can be somewhat stressful because of project deadlines. When you aren't traveling, you typically work in offices near executives and directors who need your services.
Education and Training
Corporate marketing managers are usually required to have bachelor's degrees in marketing, business or related fields. Some may pursue master's degrees to enhance their chances of getting promoted. As a marketing manager, you must be knowledgeable about all business functions, so you will likely take courses in marketing, finance, management, accounting, business law and statistics. Training is mostly on the job, but some colleges offer internships to give you practical experience. Another option is working as an assistant marketing manager, which is sometimes the entry-level position in this field.
Salary and Job Outlook
The average salary for corporate marketing managers was $126,190 per year in May 2011, according to the BLS. If you are among the top 25 percent in earnings, you would make over $155,050 annually. Salaries for these professionals are highest in New York and New Jersey -- $163,480 and $146,970 per year, respectively. The BLS reported that jobs for marketing managers, including those in the corporate world, are expected to increase 14 percent between 2010 and 2020, which is on par with the national average for all occupations. Job growth will be spurred by emphasis put on marketing managers' roles in maintaining and increasing market share.
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