The work

Marketing is commonly regarded as one of the key areas of any business. It is a highly competitive profession to get into, so the better qualified and experienced managers are, the greater their chances of finding the right job.

Marketing managers must ensure that customers' needs are met and that the company is profitable at the same time. They achieve this by using market research, database marketing and analysis.

To help identify and forecast customer demands they usually plan and co-ordinate each stage of a marketing plan - also known as the 'marketing mix'.

Market research provides information about customers and their needs. Marketing managers may use their own research team or commission an agency.
Product development involves close collaboration with design and production teams to develop a product in line with market research.
Pricing means working out a realistic price for a product, taking into account factors such as sales targets and profit margins.
Sales and distribution require managers to predict the demand for a product or service.
Promotion of a product involves liaison with in-house or external advertising agencies, designers, public relations consultants and direct marketing specialists.
Export marketing managers work for companies selling their goods abroad. Products and services will need to be promoted in different ways in different countries, and may require them to spend a lot of time abroad. They will face many additional problems such as variations in currency exchange rates, import restrictions and local taxes.

All marketing managers spend time writing marketing and promotional briefs, giving presentations, briefing agencies and other departments, monitoring a campaign's progress, and developing new strategies.

Hours and Environment

Working hours are usually 9am-5pm, Monday to Friday, although as deadlines approach, some evening and weekend work may be required. Many launch events take place in the evening.

Skills and Interests

Marketing managers should:

• have excellent communication skills
• be good team players
• be flexible
• be self-confident - they will have to sell their ideas in front of groups of people, and clearly brief agencies or their marketing team
• be able to delegate and motivate others
• be able to accept responsibility
• work well under pressure
• have energy and enthusiasm for the campaigns they are working on
• write clearly and precisely
• have a good head for business
• have an eye for detail
• have good organisational skills
• have good analytical and numerical skills
• demonstrate creative flair
• be fluent in a foreign language if they are interested in becoming export marketing managers.

Entry

There is a high demand for marketing professionals but competition for jobs is still fierce.

The main areas of business in which marketing managers work are:

• FMCG companies selling products such as crisps, drink and soap powder, and consumer durables such as furniture.
• Services such as banking, accountancy and travel.
• Industrial, or business-to-business, marketing which involves promoting goods and services to other organisations.
• Public sector organisations such as charities and schools.
• Most organisations, from banks to tourist boards, local government to hotel and catering chains, have their own in-house marketing departments.

Training

Training can be informal, working with more experienced managers as marketing assistants. There may also be in-house courses covering certain marketing skills. The graduate training schemes run by large fast-moving consumer goods companies are considered to offer an excellent background to careers in marketing.

Marketing managers may be encouraged to study for profession qualifications. These could be provided by:

• the Chartered Institute of Marketing (CIM)
• the Institute of Direct Marketing (IDM)
• the Institute of Export
• the Communication Advertising & Marketing Education Foundation (CAM).

Opportunities

There is a high demand for marketing professionals but competition for jobs is still fierce.

The main areas of business in which marketing managers work are:

• FMCG companies selling products such as crisps, drink and soap powder, and consumer durables such as furniture.
• Services such as banking, accountancy and travel.
• Industrial, or business-to-business, marketing which involves promoting goods and services to other organisations.
• Public sector organisations such as charities and schools.
• Most organisations, from banks to tourist boards, local government to hotel and catering chains, have their own in-house marketing departments.

Annual Income

Further information

Institute of Direct Marketing (IDM)
www.think-direct.com

Chartered Institute of Marketing (CIM)
http://www.cim.co.uk