Marketing Managers
11-2021.00
Bright Outlook Updated 2026

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: BD Director (Business Development Director), BD Manager (Business Development Manager), Brand Manager, Market Development Executive, Market Development Manager, Marketing Communications Manager, Marketing Coordinator, Marketing Director, Product Manager, Product Marketing Manager

Occupation-Specific Information

Tasks

  • Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
  • Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
  • 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.
  • Initiate market research studies, or analyze their findings.
  • Compile lists describing product or service offerings.
  • Consult with product development personnel on product specifications, such as design, color, or packaging.
  • Recommend modifications to products, packaging, production processes, or other characteristics to improve the environmental soundness or sustainability of products.
  • Conduct economic or commercial surveys to identify potential markets for products or services.
  • 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.
  • Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies.
  • Confer with legal staff to resolve problems, such as copyright infringement or royalty sharing with outside producers or distributors.
  • Consult with buying personnel to gain advice regarding environmentally sound or sustainable products.
  • Advise business or other groups on local, national, or international factors affecting the buying or selling of products or services.
  • Select products or accessories to be displayed at trade or special production shows.
  • Integrate environmental information into product or company marketing strategies, policies, or activities.
  • Develop business cases for environmental marketing strategies.
  • Review and edit content for marketing materials.
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Occupational Requirements

Work Activities

  • Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
  • Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
  • Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
  • Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
  • Communicating with People Outside the 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.
  • Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
  • Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
  • Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
  • Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
  • Working with Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
  • Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.
  • Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
  • Providing Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
  • Resolving Conflicts and Negotiating with Others — Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
  • Evaluating Information to Determine Compliance with Standards — Using relevant information and individual judgment to determine whether events or processes comply with laws, regulations, or standards.
  • Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
  • Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
  • Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
  • Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
  • Judging the Qualities of Objects, Services, or People — Assessing the value, importance, or quality of things or people.
  • Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.
  • Monitoring Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
  • Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
  • Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.
  • 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.
  • Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
  • Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
  • Staffing Organizational Units — Recruiting, interviewing, selecting, hiring, and promoting employees in an organization.
  • 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

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Work Context

Experience Requirements

Job Zone

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 real estate brokers, sales managers, database administrators, graphic designers, conservation scientists, art directors, and cost estimators.
SVP Range
(7.0 to < 8.0)

Training & Credentials

State training
Local training
Certifications
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State licenses

Apprenticeship Opportunities

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Worker Requirements

Software Skills

Hot Technologies are requirements most frequently included across all employer job postings.
In Demand skills are frequently included in employer job postings for this occupation.

Essential Skills

  • 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.
  • Speaking — Talking to others to convey information effectively.
  • Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
  • Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
  • Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
  • Reading Comprehension — Understanding written sentences and paragraphs in work-related documents.
  • Learning Strategies — Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
  • Writing — Communicating effectively in writing as appropriate for the needs of the audience.
  • Mathematics — Using mathematics to solve problems.

Transferable Skills

  • Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
  • Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
  • Persuasion — Persuading others to change their minds or behavior.
  • 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.
  • Coordination — Adjusting actions in relation to others' actions.
  • Negotiation — Bringing others together and trying to reconcile differences.
  • Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.
  • Time Management — Managing one's own time and the time of others.
  • Management of Personnel Resources — Motivating, developing, and directing people as they work, identifying the best people for the job.
  • Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
  • Operations Analysis — Analyzing needs and product requirements to create a design.
  • Instructing — Teaching others how to do something.
  • Service Orientation — Actively looking for ways to help people.

Knowledge

  • 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.
  • English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, and rules of composition and grammar.
  • 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.
  • 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.
  • 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.
  • Education and Training — Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
  • Administrative — Knowledge of administrative and office procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and workplace terminology.
  • Personnel and Human Resources — Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.

Education

How much education does a new hire need to perform a job in this occupation? Respondents said:

  • 80%
     
    Bachelor’s degree required
  • 12%
     
    High school diploma or equivalent required
  • 6%
     
    Master’s degree required

Worker Characteristics

Abilities

  • 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).
  • Oral Expression — The ability to communicate information and ideas in speaking so others will understand.
  • Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.
  • Written Comprehension — The ability to read and understand information and ideas presented in writing.
  • Written Expression — The ability to communicate information and ideas in writing so others will understand.
  • Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.
  • 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 that there is a problem.
  • Speech Clarity — The ability to speak clearly so others can understand you.
  • Speech Recognition — The ability to identify and understand the speech of another person.
  • Near Vision — The ability to see details at close range (within a few feet of the observer).
  • 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).
  • Mathematical Reasoning — The ability to choose the right mathematical methods or formulas to solve a problem.
  • Number Facility — The ability to add, subtract, multiply, or divide quickly and correctly.
  • 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.

Interests

Interest code: EC
Want to discover your interests? Take the O*NET Interest Profiler.
  • Enterprising — Work involves managing, negotiating, marketing, or selling, typically in a business setting, or leading or advising people in political and legal situations. Enterprising occupations are often associated with business initiatives, sales, marketing/advertising, finance, management/administration, professional advising, public speaking, politics, or law.
    • Marketing/Advertising — Work involves promoting or creating a public image for products, services, or organizations to attract interest, engagement, or sales.
    • Management/Administration — Work involves planning, directing, or coordinating the daily operations of an organization, and overseeing personnel, business, or administrative services.
    • Business Initiatives — Work involves creating strategic plans or taking actions to expand an organization's business or market share.
    • Sales — Work involves selling goods or services.
    • Public Speaking — Work involves speaking before an audience to educate, entertain, or influence the listeners.
  • Conventional — Work involves following procedures and regulations to organize information or data, typically in a business setting. Conventional occupations are often associated with office work, accounting, mathematics/statistics, information technology, finance, or human resources.

Work Styles

  • Initiative — A tendency to be proactive and take on extra responsibilities and tasks that may fall outside of one's required work role.
  • Self-Confidence — A tendency to believe in one's work-related capabilities and ability to control one's work-related outcomes.
  • Leadership Orientation — A tendency to lead, take charge, offer opinions, and provide direction at work.
  • Innovation — A tendency to be inventive, to be imaginative, and to adopt new perspectives on ways to accomplish work.
  • Adaptability — A tendency to be open to and comfortable with change, new experiences, or ideas at work.
  • Social Orientation — A tendency to seek out, enjoy, and be energized by social interaction at work.
  • Achievement Orientation — A tendency to establish and maintain personally challenging work-related goals, set high work-related standards, and exert high effort toward meeting those goals and standards.
  • Dependability — A tendency to be reliable, responsible, and consistent in meeting work-related obligations.

Workforce Characteristics

Wages & Employment Trends

Median wages (2025)
$80.19 hourly, $166,790 annual
State wages
Local wages
Employment (2024)
407,000 employees
Projected growth (2024-2034)
Much faster than average (7% or higher)
Projected job openings (2024-2034)
34,300
State trends
Top industries (2024)

Source: Bureau of Labor Statistics 2025 wage data and 2024-2034 employment projections . “Projected growth” represents the estimated change in total employment over the projections period (2024-2034). “Projected job openings” represent openings due to growth and replacement.

Job Openings on the Web

State job openings
Local job openings

More Information

Professional Associations

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National Associations
Accreditation, Certification, & Unions