Career Viewpoint: Marketing Manager Skills and Industry Trends

This report provides a comprehensive overview of the skills, knowledge, and experience required to excel as a marketing manager. It begins with an introduction outlining the report's objectives, followed by an analysis of the marketing manager profession, including emerging trends such as extreme personalization, the rise of digital marketing, and the importance of utilizing multiple communication channels. The report identifies crucial skills like communication, digital marketing proficiency, planning, creativity, and patience. It also explores the knowledge areas essential for marketing managers, such as consumer behavior and market understanding. Finally, it evaluates job vacancies in marketing management and concludes with a summary of the key findings and a list of references.

CAREER VIEWPOINT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysis and Application.............................................................................................................3
General trends impacting the marketing manager's profession...................................................3
Necessary Skills, knowledge and experience in the marketing management profession............5
Evaluation of Job vacancy in marketing management................................................................6
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
In this report, the aim is to highlight the skills and abilities required to become a successful
marketing manager. I will include what are the emerging trends in the industry and what skills
should be learnt and necessary for performing best at this position. Also, I will include career
opportunity in this profession by referring to the job opportunity available and how such
opportunity can be best exploited to get career and monetary benefits.
MAIN BODY
Analysis and Application
In this section of the report, an analysis of the facts with reference to the profession of marketing
manager will be done to identify what facts are proved to be prevailing in the marketing manager
profession in the market (Schlee and Karns, 2017). These facts will be discussed in terms of
general and emerging trends of the marketing manager profession and what are the various
necessary skills, knowledge and experience required in this profession to exploit the various
available career opportunities in terms of available job vacancy in the market. As a person
responsible for managing the marketing activities of the company, the tasks and responsibilities
associated with this profession is to manage and organize various promotional and positioning
activities of the company in order to communicate the existing and prospective customer about
the company's product, services and its brand. The basic purpose of all marketing manager is to
undertake and organize influencing marketing campaign in order to increase brand awareness in
the target market with the aim to attract and retain more and more customers for the company.
The efficiency and effectiveness of this profession of marketing manager can be judged through
the positive response from the market which can be seen in the company's sales figure.
General trends impacting the marketing manager's profession
With the advancement of the market, there are many trends emerging from these advancements
in technology and the company's move towards globalization. The various changes in the market
are causing changes in the company's way of carrying out its marketing activities. With the
changing market trends the job requirements are also changing at a higher pace (Schlee and
Karns, 2017). Experienced and budding marketing manager are effectively utilizing various
modern technologies to enhance and ensure the company's long term survival and sustainable
success. There seems bundle of messages, email and social feeds forwarded to customers, so
marketing manager also need not run behind customers and what is the best way to obtain more

customers in today's challenging phase is to undertake strategic move towards attracting potential
customers for the company. This strategic move refers to the delivery of effective and
influencing message to the potential audience at the right time. The various general and
emerging trends associated with the marketing management profession are as follows:
1. Extreme Personalization: In a much crowded market, where customers are getting influenced
every day with a new trends by receiving attractive messages and offers from many players in
the market offering the same or related product or service. There is an increasing need from the
marketing manager to organize their efforts in such a way which helps in satisfying the specific
needs of the customers in the market. So personalization in terms of meeting specific needs
through studying tastes and preferences and motivating customers through creating an effective
relationship with the customers can proved to be beneficial in the modern times. This
personalization with customers also helps in enhancing brand loyalty. By providing customized
services to meet specific needs of the target segment, marketing manager can enhance customer
base along with ensuring their long term loyalty with the company.
2. Emerging software in the to evolution of various communication channels and this
evolution has taken place due to advancement of technology. So, to get a jmarketing
management: Emerging brand marketing trends due to technological and strategic advancement
is a proven fact of this marketing management profession. Such technological advancement can
be well seen through the increased use of digital technology in carrying out marketing campaign
and other associated activities. There is an increased use of digital platforms and digital channels
in various marketing activities (Rahimpour and Roohbakhsh, 2017). Digital marketing and social
media marketing has been widely used by marketing manager nowadays in order to reach wider
target audience at different geographical regions. As the society is getting modernized in every
next day, the use of social media networks for promoting and communicating the brand, product
and services of the company seems to be very beneficial.
3. Utilizing multiple communication channels: A very fast paced environment of the current
market has changed the way company interact with their customers. This changing way of
interaction has emerged due to evolution of various communication channels and this evolution
has taken place due to advancement of technology. So, to get a job and making a career in this
profession one must have combination of various technical skills to utilize such effective
technologies of the marketing industry. The various channels for communicating with customers

to evolution of various communication channels and this evolution has taken place due to
advancement of technology. So, to get a j utilized by modern marketing managers are social
networking sites, creating company's website for promoting its brand and products, content
marketing through company's blogs and sending mails to the potential customers regarding
upcoming offers and new products and services.
Necessary Skills, knowledge and experience in the marketing management profession
What makes difference in the career of the marketing manager is their skills, knowledge,
expertize and experience (Foroudi and et.al., 2017). These factors are proved to be very
beneficial in the market along with resulting in higher performance and successful career in this
profession. And it can be said that emerging trend in marketing management has changed these
skills and knowledge requirement as of now more of digital tools has been utilized for carrying
out the function of marketing, so accordingly the skill requirement has changed. The various
skills required for this profession are listed below:
Communication skills: The basic function of marketing manager is to communicate with
various stakeholders and more specifically with the customers. So, a marketing manager must
have an effective communication skills to attract and motivate customers to avail company's
products and services.
Digital marketing skills: An additional service required for marketing management profession
is to have digital or technical skills in order to efficiently and effectively carry out the marketing
activities of the company. These skills require the knowledge of Search Engine Optimization,
social networking sites and website optimization to make the communication and promotion
more effective.
Planning, executive and time management skills: Effective planning with achievable goals of
both long and short term along with the strategy to implement the actions in alignment of the set
goals is must for the profession of marketing management (Nufer,2021). Also, it is necessary to
plan and execute the same at the right time is necessary and a minor deficiency in this can lead to
major customer lose to the competitors.
Creativeness: There is a need to have creativity and innovativeness in marketing manager to
design an attractive marketing campaign to attract and motivate customers for the company.
These skills are necessary for making a unique presence of company's brand in the market.

Calmness and Patience: Marketing manager are generally work in a high pressure environment,
and they always have a deadline for their targets. So, it is necessary on the part of marketing
manager to have a high level of patience and ability to maintain calmness in carrying out their
roles and responsibilities.
Areas of knowledge and expertize required in marketing management profession
Knowledge of consumer behaviour: Accurately knowing and having a great deal of idea about
consumer buying behaviour is very necessary for the profession of marketing management. It
allows for gaining understanding about how customers behave while buying a product or what
influence their buying decision (Rahimpour and Roohbakhsh, 2017). This knowledge is helpful
in knowing the customers likes and dislikes and accordingly the marketing efforts are designed.
Rahimpour, A. and Roohbakhsh, A., 2017Knowledge of target market in terms of tastes
and preferences: Knowing customer's taste and preferences is act as a base for marketing
manager's efforts (Abubakar and et.al., 2019). This knowledge is also helpful in designing
attractive products and services according to the target market's tastes and preferences.
Evaluation of Job vacancy in marketing management
I found this advertisement suitable for myself in building my career in marketing management
profession. As I have done diploma in digital marketing and has obtained certification in the
same, I found this job suitable for me. It is related to my interest area as I have good
communication skills as required in this profession along with my interest in interacting with
people (Ghotbifar, Marjani and Ramazani, 2017). I prefer this role over other available

opportunities as this profession is helpful in overall development of the individual. Also, this
profession has emerged in the modern time and providing enough career opportunities to the
individual in this profession.
CONCLUSION
From the above report it has been concluded that advancement in modern time has
changed the requirements for various skills and knowledge in order to carry out the roles and
responsibilities of different profession available in the market.Schlee, R. P. and Karns, G. L.,
2017Rahimpour, A. and Roohbakhsh, A., 2017

REFERENCES
Schlee, R. P. and Karns, G. L., 2017. Job requirements for marketing graduates: Are there
differences in the knowledge, skills, and personal attributes needed for different
salary levels?. Journal of Marketing Education, 39(2), pp.69-81.
Ghotbifar, F., Marjani, M. and Ramazani, A., 2017. Identifying and assessing the factors
affecting skill gap in digital marketing in communication industry
companies. Independent Journal of Management & Production, 8(1), pp.1-14.
Abubakar, A. M., and et.al., 2019. Knowledge management, decision-making style and
organizational performance. Journal of Innovation & Knowledge, 4(2), pp.104-
114.
Rahimpour, A. and Roohbakhsh, A., 2017. investigating marketing knowledge and skills the
contrastive study between managers, instructors and marketing students.
Foroudi, P., and et.al., 2017. Digital technology and marketing management capability: achieving
growth in SMEs. Qualitative Market Research: An International Journal.
Nufer, G., 2021. 4.1. Marketing below the line-innovatives Marketing. Curriculum & Syllabi
Handbook MBA International Management Part-Time.

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