Marketing manager duties & responsibilities

Written by lisa naumov
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A marketing manager is in charge of setting the company’s marketing strategies, carrying out the marketing and promotional activities as well as managing staff, according to Rob Halvorsen of SalesCareersOnline. The roles and responsibilities of a marketing manager vary by industry, organisation and size of department. In large companies, particularly when there is more than one marketing manager, they work under a marketing director or vice president, according to eLearnPortal.

Market Research

To gain a clear understanding of their consumers, competitors and general environment, marketing managers organise marketing research studies, according to Onet OnLine. They analyse the findings and use this information to better meet the needs of consumers and become more competitive.

Marketing Planning

Based on overall company goals and direction, marketing managers develop new marketing strategies to promote the company’s products, services or image. They also evaluate and analyse the effectiveness of these strategies by looking at the impact they had on market share and consumer perception. They also establish pricing strategies, create and evaluate budgets as well as make projections on return on investment. Marketing managers identify the different distribution channels they will use to make a product available to consumers, according to Berkowitz, Crane, Kerin, Hartley and Rudelius.

Managing Personnel

Marketing managers supervise the projects and daily activities of the marketing staff, such as marketing coordinators, and oversee the hiring, training and performance evaluation of their team. They ensure that the team functions well together by encouraging communication, trust and respect.

Advertising and Promotion

Depending on the type of organisation, the marketing manager will either manage the advertising and promotional efforts of the company themselves, work with an internal advertising team or with an external advertising agency. These efforts include print and online advertising, event planning and direct marketing.


While marketing managers work with managers from other departments, they also deal with senior executives within the company, customers and suppliers, according to eLearnPortal. For this reason, part of their job includes travelling when they need to meet with employees or customers who work in a different location.

Business Opportunities

Marketing managers need to constantly keep track of market trends in order to identify future business opportunities. They consult with buying personnel to understand what is currently in demand and use sales forecasting to estimate future profitability of products and services.

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