The Key Characteristics of a Marketing Manager Marketing management is a profession that focuses on the realistic application of marketing practices, the management of a company’s marketing strategies, and the activities done to create a successful marketing plan.  Most managers oversee any activity or resource used by companies to attract customers. Many managers are also responsible in the creation, maintenance, and control of the company’s image.  This is a huge responsibility and therefore this position is not one to be taken lightly.  It is a professional position that demands both a certain level of expertise both in marketing, as well as in management skills.

These managers are responsible for a company’s marketing activities. This often includes conducting market and consumer studies to determine advertising and competitor information. They also coordinate their staff to carryout marketing activities such as the implementation of projects and planning.

Industry knowledge in their chosen field is an important key characteristic for a marketing manager. The ability to promote a product is base upon the knowledge of that product and the network connections made within the industry.

Marketing managers must have a strong background in the development and maintenance of marketing strategies. An aspect of this experience entails an understanding software and technology applications related to marketing and advertising. An experienced market manager will have a proven background in conducting market research and customer product studies. They will also the ability to incorporate the statistical data from these studies into the creation of a marketing strategy.  Real world experience is a must.  They must be able to prove and show that they have worked in the field and produced real results from a marketing standpoint.

Effective marketing managers exhibit certain skills sets that make them successful in their positions. These managers need strong financial skills in order develop pricing strategies and manage budgets. Analytical skills are also important in the monitoring, review, and reporting of marketing data and statistics. Problem solving plays a significant role in the adjustment of marketing strategies.

Marketing mangers must have strong interpersonal skills because of their contract with the media, consumers, advertising outlets, and their staff. They must be team leaders with excellent communication skills both verbal and written. And have a complete understanding of the various advertising models available to marketers.

A perspective employee’s education plays a role in finding a qualified marketing manager. When seeking to hire a marketing manager, human resource managers must seek individuals who have completed a business or marketing related degree. Candidates with a Masters degree should have preference over undergraduates, but those with proven and successful experience in marketing as the most desired.

A professional certification as a Certified Marketing Professional (CMP), Certified Marketing Manager (CMM), or a Certified Senior Marketing Manager (CSMM) is preferred since they have a demonstrated understanding of the fundamentals of marketing management and have completed a thorough certification program and examination.

Marketing managers are an essential component of any company structure. These managers often create, implement, and maintain the company’s marketing strategies and they are a primary factor in the success of any business model.

What you really want in a marketing manager is someone who has the leadership ability to lead a team through the decision making process and is able to take real risks.  It is not longer good enough to simply play it safe when it comes to marketing and expect your business to thrive.  We don't need a bunch of talking heads that just come up with the same old product lines and boring promotional plans.  Success is at the edges of the market and so what we need is a team that can push the boundaries a bit and find those successful edges with the companies products and services.  A good marketing manager will be able to push and inspire people to make this type of innovation happen.