What are the Functions and Responsibilities of a Marketing Manager?

Marketing managers are responsible for developing and implementing strategic marketing plans that are in line with the business and brands within a company. Besides managing and coordinating the marketing staff, these professionals also lead the market research operations. Read this article to find out more about this interesting job role in business.

Who is a Marketing Manager?

Marketing managers are business leaders working in the field of marketing. These professionals are accountable for guiding the entire marketing department, giving them the right direction to earn profitability and results. Operating at the centre of the marketing department, these professionals are expected to possess extraordinary leadership and communication skills. The skill sets honed by every Marketing Manager include:

• Determining traditional and emerging marketing channels;
• Efficient communication skills;
• Creative and innovative thinking ability;
• Proficiency and experience in managing the budget;
• Professional judgement ability;
• Analytical skills to forecast challenges;
• Identify the latest trends, technologies and marketing methodologies.

Basic job responsibilities of a Marketing Manager

• Developing pricing strategies to enhance customer satisfaction;
• Identifying, developing and evaluating marketing strategies;
• Establishing objectives and market characteristics;
• Engaging in budgets, expenditures, research and development areas;
• Formulating, directing and coordinating market activities;
• Devising policies to promote products and services;
• Working closely with advertising and promotion managers;
• Directing the hiring and training of marketing and sales staff;
• Conducting performance evaluations and overseeing the daily activities of the entire marketing team;
• Negotiating contracts with vendors and distributors;
• Managing product distribution;
• Establishing distribution networks;
• Developing distribution strategies;
• Liaising with product development personnel regarding product specifications (design, colour and packaging);
• Arranging lists containing product or service offerings;
• Employing sales forecasting and strategic planning;
• Analysing the sale and profitability of products, lines or services;
• Monitoring market trends;
• Determining the scope of business developments;
• Selecting products and accessories to be displayed at trade events;
• Resolving problems related to copyright issues;
• Coordinating and participating in promotional activities;
• Liaising with developers, advertisers and production managers, when marketing products and services in trade shows;
• Delivering business advice to the marketing team on local, national, and international factors;
• Dealing with factors that might affect the buying and selling of products and services;
• Initiating market research studies;
• Analysing research findings;
• Consulting and gaining advice from buying personnel with regards to choosing in-demand products or services;
• Conducting economic and commercial surveys to identify potential markets.

Do you aspire to become a Marketing Manager? Then pursuing a programme of marketing management, such as MSc Marketing Management can help you understand the global market better. Apply now to move a step ahead to become a well-equipped Marketing Manager.