Summary Report for:
11-2021.00 - Marketing Managers
Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.
Sample of reported job titles: Account Supervisor, Brand Manager, Business Development Director, Business Development Manager, Commercial Lines Manager, Market Development Executive, Marketing Coordinator, Marketing Director, Marketing Manager, Product Manager
Tasks | Tools & Technology | Knowledge | Skills | Abilities | Work Activities | Detailed Work Activities | Work Context | Job Zone | Education | Credentials | Interests | Work Styles | Work Values | Related Occupations | Wages & Employment | Job Openings | Additional Information
- Formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers.
- Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
- Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
- Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
- Develop pricing strategies, balancing firm objectives and customer satisfaction.
- Compile lists describing product or service offerings.
- Initiate market research studies or analyze their findings.
- Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
- Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.
- Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand.
- Conduct economic or commercial surveys to identify potential markets for products or services.
- Select products or accessories to be displayed at trade or special production shows.
- Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies.
- Consult with product development personnel on product specifications such as design, color, or packaging.
- Consult with buying personnel to gain advice regarding environmentally sound or sustainable products.
- Develop business cases for environmental marketing strategies.
- Integrate environmental information into product or company marketing strategies, policies, or activities.
- Recommend modifications to products, packaging, production processes, or other characteristics to improve the environmental soundness or sustainability of products.
Tools & Technology
Tools used in this occupation:
- Desktop computers
- Laser fax machine — Laser facsimile machines
- Notebook computers
- Personal computers
- Personal digital assistant PDAs or organizers — Personal digital assistants PDA
- Tablet computers
Technology used in this occupation:
- Analytical or scientific software — Minitab software; Nedstat Sitestat; Online advertising reporting software; SAS software (see all 6 examples)
- Charting software — Microsoft Office Visio
- Customer relationship management CRM software — Oracle Siebel Server Sync; QAD Marketing Automation; Sage SalesLogix; Salesforce.com Salesforce CRM (see all 7 examples)
- Data base reporting software — Database reporting software
- Data base user interface and query software — ClearEDGE software; Fast Track Systems software; Microsoft Access; Structured query language SQL (see all 8 examples)
- Data mining software — Google Analytics
- Desktop publishing software — Adobe Systems Adobe InDesign; Microsoft Publisher
- Document management software — Adobe Systems Adobe Acrobat; Adobe Systems Adobe Reader
- Electronic mail software — Email software; Listserv software; Microsoft Outlook
- Enterprise application integration software — Extensible markup language XML
- Enterprise resource planning ERP software — Oracle PeopleSoft; SAP software
- Expert system software — Oracle Beehive
- Graphics or photo imaging software — Adobe Systems Adobe Illustrator; Adobe Systems Adobe Photoshop software; Graphic presentation software
- Internet browser software — Web browser software
- Office suite software — Microsoft Office software
- Presentation software — Microsoft PowerPoint
- Project management software — Microsoft Project
- Sales and marketing software — Google AdWords
- Spreadsheet software — Microsoft Excel
- Transaction server software — Armand Morin MultiTrack Generator
- Word processing software — Microsoft Word
- Sales and Marketing — Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
- Customer and Personal Service — Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
- English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
- Administration and Management — Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
- Communications and Media — Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
- Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
- Active Listening — Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
- Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
- Persuasion — Persuading others to change their minds or behavior.
- Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.
- Speaking — Talking to others to convey information effectively.
- Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
- Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
- Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
- Coordination — Adjusting actions in relation to others' actions.
- Operations Analysis — Analyzing needs and product requirements to create a design.
- Reading Comprehension — Understanding written sentences and paragraphs in work related documents.
- Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
- Management of Personnel Resources — Motivating, developing, and directing people as they work, identifying the best people for the job.
- Time Management — Managing one's own time and the time of others.
- Negotiation — Bringing others together and trying to reconcile differences.
- Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
- Writing — Communicating effectively in writing as appropriate for the needs of the audience.
- Instructing — Teaching others how to do something.
- Service Orientation — Actively looking for ways to help people.
- Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
- Learning Strategies — Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
- Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.
- Oral Expression — The ability to communicate information and ideas in speaking so others will understand.
- Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.
- Written Comprehension — The ability to read and understand information and ideas presented in writing.
- Fluency of Ideas — The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
- Speech Recognition — The ability to identify and understand the speech of another person.
- Written Expression — The ability to communicate information and ideas in writing so others will understand.
- Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
- Originality — The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
- Problem Sensitivity — The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.
- Speech Clarity — The ability to speak clearly so others can understand you.
- Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways.
- Information Ordering — The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
- Near Vision — The ability to see details at close range (within a few feet of the observer).
- Selective Attention — The ability to concentrate on a task over a period of time without being distracted.
- Flexibility of Closure — The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.
- Visualization — The ability to imagine how something will look after it is moved around or when its parts are moved or rearranged.
- Communicating with Persons Outside Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
- Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
- Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
- Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.
- Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
- Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
- Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
- Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.
- Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.
- Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
- Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
- Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
- Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
- Judging the Qualities of Things, Services, or People — Assessing the value, importance, or quality of things or people.
- Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
- Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.
- Monitoring and Controlling Resources — Monitoring and controlling resources and overseeing the spending of money.
- Resolving Conflicts and Negotiating with Others — Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
- Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Provide Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
- Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
- Performing for or Working Directly with the Public — Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
- Estimating the Quantifiable Characteristics of Products, Events, or Information — Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
- Training and Teaching Others — Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
Detailed Work Activities
- Supervise employees.
- Confer with organizational members to accomplish work activities.
- Analyze data to inform operational decisions or activities.
- Evaluate program effectiveness.
- Monitor external affairs or events affecting business operations.
- Coordinate special events or programs.
- Advise others on business or operational matters.
- Analyze forecasting data to improve business decisions.
- Develop marketing plans or strategies.
- Direct sales, marketing, or customer service activities.
- Conduct opinion surveys or needs assessments.
- Compile operational data.
- Recommend organizational process or policy changes.
- Develop sustainable organizational policies or practices.
- Determine pricing or monetary policies.
- Negotiate contracts for transportation, distribution, or logistics services.
- Estimate cost or material requirements.
- Develop marketing plans or strategies for environmental initiatives.
- Analyze market research data.
- Electronic Mail — 100% responded “Every day.”
- Telephone — 100% responded “Every day.”
- Face-to-Face Discussions — 84% responded “Every day.”
- Contact With Others — 64% responded “Constant contact with others.”
- Letters and Memos — 56% responded “Every day.”
- Work With Work Group or Team — 48% responded “Extremely important.”
- Duration of Typical Work Week — 68% responded “More than 40 hours.”
- Structured versus Unstructured Work — 48% responded “A lot of freedom.”
- Spend Time Sitting — 60% responded “More than half the time.”
- Freedom to Make Decisions — 40% responded “A lot of freedom.”
- Impact of Decisions on Co-workers or Company Results — 52% responded “Important results.”
- Time Pressure — 44% responded “Once a week or more but not every day.”
- Indoors, Environmentally Controlled — 72% responded “Every day.”
- Deal With External Customers — 36% responded “Extremely important.”
- Level of Competition — 44% responded “Highly competitive.”
- Frequency of Decision Making — 36% responded “Every day.”
- Importance of Being Exact or Accurate — 40% responded “Very important.”
- Coordinate or Lead Others — 40% responded “Important.”
- Responsibility for Outcomes and Results — 36% responded “Moderate responsibility.”
|Title||Job Zone Four: Considerable Preparation Needed|
|Education||Most of these occupations require a four-year bachelor's degree, but some do not.|
|Related Experience||A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.|
|Job Training||Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.|
|Job Zone Examples||Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, database administrators, teachers, chemists, art directors, and cost estimators.|
|SVP Range||(7.0 to < 8.0)|
Percentage of Respondents
|Education Level Required|
|4||High school diploma or equivalent|
|4||Some college, no degree|
Interest code: EC
- Enterprising — Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
- Conventional — Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
- Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
- Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
- Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
- Integrity — Job requires being honest and ethical.
- Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
- Initiative — Job requires a willingness to take on responsibilities and challenges.
- Persistence — Job requires persistence in the face of obstacles.
- Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
- Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
- Independence — Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
- Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high stress situations.
- Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
- Self Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
- Social Orientation — Job requires preferring to work with others rather than alone, and being personally connected with others on the job.
- Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.
- Concern for Others — Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
- Working Conditions — Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
- Achievement — Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
- Independence — Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
Wages & Employment Trends
|Median wages (2014)||$61.12 hourly, $127,130 annual|
|Employment (2012)||181,000 employees|
|Projected growth (2012-2022)||Average (8% to 14%)|
|Projected job openings (2012-2022)||61,700|
|Top industries (2012)|
Source: Bureau of Labor Statistics 2014 wage data and 2012-2022 employment projections . "Projected growth" represents the estimated change in total employment over the projections period (2012-2022). "Projected job openings" represent openings due to growth and replacement.
Job Openings on the Web
Sources of Additional Information
Disclaimer: Sources are listed to provide additional information on related jobs, specialties, and/or industries. Links to non-DOL Internet sites are provided for your convenience and do not constitute an endorsement.
- Advertising, Promotions, and Marketing Managers . Bureau of Labor Statistics, U.S. Department of Labor. Occupational Outlook Handbook, 2014-15 Edition.