What Is a Marketing Manager?
A marketing manager plans, directs, or coordinates marketing policies and programs. The role can include determining demand for a firm's offerings and those of competitors, identifying potential customers, developing pricing strategies, and overseeing product development or market trends.
O*NET describes an occupation, not a universal job description. Responsibilities and reporting relationships vary by employer, so do not assume that the role manages a team or reports to a chief marketing officer.
What the Role Can Cover
In its occupation profile, O*NET connects the role with demand, potential customers, pricing, product development, and market trends. Its task list also spans strategy, research, promotion, product work, and distribution. A particular job may emphasize some of these areas more than others.
Common Responsibilities
- Develop or evaluate marketing strategy using organizational objectives, market characteristics, and cost and markup factors.
- Formulate, direct, or coordinate marketing activities and policies that promote products or services.
- Evaluate financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
- Develop pricing strategies that balance firm objectives and customer satisfaction.
- Consult with product-development personnel on product specifications, including design, color, or packaging.
- Use sales forecasting or strategic planning while analyzing business developments and monitoring market trends.
- Initiate market research studies or analyze their findings.
- Conduct economic or commercial surveys to identify potential markets for products or services.
- Coordinate or participate in promotional activities or trade shows with developers, advertisers, or production managers.
- Negotiate contracts with vendors or distributors to manage product distribution or develop distribution strategies.
How to Read a Marketing Manager Job Description
Look for the responsibilities that the employer actually names. A role centered on market research and pricing has a different scope from one centered on product development, promotion, or distribution. Check which decisions the role owns, which teams or specialists it works with, and which products, services, or markets the listing identifies.
The title alone does not establish team management, a reporting relationship, or ownership of a particular product. Read the specific duties and organizational context before drawing those conclusions.
Related Job Titles
O*NET's sample reported titles include Account Supervisor, Brand Manager, Business Development Manager, Marketing Coordinator, Marketing Director, Marketing Manager, and Product Manager. They are sample reported titles, not a statement that every position has the same responsibilities.
Source: O*NET OnLine: Marketing Managers.
