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Job description: Marketing Manager
Every stage of the marketing plan is put in your capable hands as the Marketing Manager. You would be responsible for market research, product development, promotions and much more to make sure the campaign is as successful as it can be.
Day to day your time will be spend doing a range of tasks, such as writing marketing and promotional briefs, giving presentations, briefing agencies and other departments, monitoring a campaign's progress and compiling marketing strategies.
There's a wide range of options open as a Marketing Manager. The main areas of business - fast-moving consumer goods, consumer durables, services, industrial products, and the public sector - offer you the chance to be placed in the area that suits you most.
Hours/Environment
For most of the time the job will be from 9 to 5, Monday to Friday, but deadlines may mean you need to stretch your hours.
Travel plays a large part in the role, visiting clients, going to meetings, exhibitions and more. The office will act as your base, but it is possible to work from home if needed. For those looking to go overseas, travel abroad is particularly likely in export marketing.
A driving license is often required.
Skills and interests
To be a good Marketing Manager, you need to have:
- good verbal and written communication skills and good numerical skills
- a good head for business, with strong organisational skills
- team-working skills and the ability to delegate and motivate others
- creative ability, and the energy and enthusiasm to deal with campaigns
- the ability to work to deadlines and cope with the consequent pressure
- the self-confidence to sell ideas and brief agencies and the marketing team
- fluency in a foreign language, if interested in becoming an export marketing manager
Entry
You will be favoured by employers for having either a higher national certificate, diploma (HNC/HND), degree or professional marketing qualification. Entry to HNC and HND courses usually requires four GCSEs (A-C)/S grades (1-3) with one A level/two H grades. The minimum entry requirements for a degree are usually five GCSEs (A-C)/S grades (1-3) with two A levels/three H grades. Equivalent qualifications may be accepted.
For details of qualification equivalents see:
- Qualifications and Curriculum Authority (England, Wales and Northern Ireland)
- Scottish Qualifications Authority
An Access to Higher Education qualification is also accepted for entry to certain courses. If you're experienced in a related field, your skills can be recognised through Accredited Prior Learning (APL). Please check with colleges or universities for the exact entry requirements.
Previous experience is always good to have, especially if you wish to enter a specific area of marketing. For example, arts marketing employers are more likely to pick people who have had experience of working in the arts on either a paid or voluntary basis. For more information contact the Arts Marketing Association.
Training
As a Marketing Manager you may already be at the top of your game. Some informal training may be included depending on the company and your level of experience. This can involve working with a more senior manager. There may also be in-house courses covering certain marketing skills. The training schemes run by the large fast-moving consumer goods companies are considered to offer an excellent background to careers in marketing.
A wide range of relevant qualifications are available. These include:
- The Chartered Institute of Marketing (CIM) Certificate, Advanced Certificate and Postgraduate Diploma in Marketing
- Institute of Direct Marketing (IDM) Diploma
- Institute of Export professional examination
- Institute of Sales Promotion (ISP) Diploma
The Communication Advertising & Marketing Education Foundation (CAM) offers a range of useful courses. There are NVQs/SVQs in Marketing Communications at Level 2 and in Marketing Products and Services at Levels 3 and 4.
The Arts Marketing Association offers an Advanced Certificate for those working in a cultural or arts environment.
Opportunities
You are likely to find the best opportunities in a fast moving consumer goods company, banking, industry, business to business marketing, or a public sector organization, like a charity.
Marketing consultancies are another option. Here you can begin specialising in areas such as communications, advertising or market research. You would be acting on behalf of your clients , so you'd get to know their business inside out.
If, in time, self-employment is something that you're attracted to then being a Marketing Manager is highly suitable. As an experienced Marketing Manager you can go on to set up your own consultancy and work for yourself.
You can take your career further in a number of ways. To gain the greatest experience, it can be good to change roles within marketing. However, great performance is you find promotion. Gaining additional professional qualifications can also help you to move forward.
Annual income
The annual income section is intended as a guideline only.
At trainee level you would start at around £10,400 a year. Depending on the sector you have chosen, you can then be looking at earning around £30,000 as an experienced Marketing Managers and Senior Managers earn around £60,000.
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