Marketing Manager: Skills, Responsibilities, and Required Qualifications

Marketing Manager: Skills, Responsibilities, and Required Qualifications

In today’s world of digital technology, social media, and the Internet, it is straightforward to do many things you want or needs to, especially when conducting business. But, how can a company present its face to the world? Through the Internet and all of the advantages it offers, you may wonder? You are right. Although, one thing is there, too, and it’s called – marketing. 

This article will discuss what tools there are to promote your business and who is responsible for conducting these activities. Here, we will emphasize a significant role one can have in this field. Its name is – marketing manager. 

Before we continue with stating the importance of a marketing manager, let’s look at some terms first to make it clearer for you guys to follow this article later. So, let’s start with marketing first.

Demystification – What is Marketing?

Even though there are several scientific definitions of this term, it is not seen in the same way through ordinary people’s eyes. For example, if you asked common people what they thought marketing was, you would probably get answers like these:

  • Marketing is when you want to describe how amazing your product or service is and why people should buy it.
  • Marketing is an advertisement.
  • Marketing is a brochure.
  • Marketing is a press release.
  • Marketing is a Facebook or a Twitter business account.
  • Marketing is selling a product or a service at a larger scale.

Explanations of terms of marketing

However, when it comes to the literature, marketing is explained: Marketing is an essential component of business management and commerce. It uses the results of studying long term and short-term needs of their customers who want to buy a product or a service. Here, we have one-time buyers and, of course, regular customers who provide a steady flow of buying a product or a service. 

Or, like the New York Times once wrote:

Marketing is the art of telling stories so enthralling that people lose track of their wallets.” 

So, marketing is a set of activities, illustrations, and processes for communicating, delivering, and exchanging goods or services to their customers. And more importantly, these are of great value to the whole society, a company’s business partners, and clients. That is why marketing is so important for any business that one wants to start or develop.

What is Marketing Management?

This concept takes the whole story a little further and deeper. It represents the overall process of decision making, planning, and implementing the marketing programs, policies, strategies, and tactics. They are all in favor of creating and satisfying a company’s needs and demands in generating an acceptable profit by delivering its products or services to customers. 

The Big Boss – Marketing Manager

Now, let’s try to bring the whole picture to you guys a bit closer. Obviously, to maintain all marketing strategies well and bring a company to the peak of its success, a leader is needed. This is when the most important person in this field comes in, by the marketing manager’s name. 

What Is the Main Role of a Marketing Manager? 

A marketing manager, in simple words, is a person who is in charge of promoting and positioning a brand, product, or service of the company they work for. Their main role is to bring awareness to the company’s brand and attract more people to buy its products or services. This can efficiently be done through the creation of marketing campaigns.

What Skills Should Every Marketing Manager Have?

When talking about the skills of an effective marketing manager, we can consider two types of them, and they are:

  • Hard skills: they usually require a certain amount of effort as they involve technical knowledge or industry expertise—for example, the ability to evaluate and edit marketing materials, including photos and videos.
  • Soft skills: these are commonly referred to as personal traits, but they can also be improved by learning. Here, we primarily mean interacting with other people or peacefully managing conflicts among team members.

However, there are six main skills that every successful marketing manager should have:

Leadership skills:

Every good marketing manager needs to manage and lead his team well to achieve its goals. They can do it by overseeing and facilitating several different departments or offices, setting common goals, and guiding each team in reaching their goals. 

Some of the leadership skills every marketing manager should possess suggest:

  • Setting strategic goals
  • Motivating team members to perform well in their work
  • Mentoring less experienced team members in their work performance
  • Delegating tasks to other employees within a company

Technical skills:

Since marketing is a wide field of science in the business world, marketing managers should know how to operate certain tools, software, and equipment in their work. The purpose of these technical assets is to design, manufacture, and distribute marketing materials. Therefore, they need to own at least the basic knowledge of what kind of these tools their company uses and how to use them. 

Some of the crucial technical skills every successful marketing manager should have are:

  • Optimizing content for search engines by using keywords
  • Writing and sending mass emails
  • Evaluating and editing websites and social media profiles

Organizational skills:

Owning good organizational skills is essential for anyone dealing with multiple tasks or projects at the same time. For example, marketing managers need to manage multiple assignments that are usually at different stages of development, meet achievable deadlines, and keep track of important information. This is why having exceptional organizational skills is a must for every marketing manager. 

Examples of some organizational skills of a marketing manager could be:

  • Coordinating events and meetings
  • Creating strategic schedules for multiple projects
  • Helping team members to deliver their work on time

Communication skills:

Since the role of a marketing manager is to communicate with a wide range of people, including coworkers, team members, customers, they need to have extraordinary communicative skills. This means they should be able to communicate their ideas, expectations, and requests clearly and effectively. To do so, here are some communicative skills every marketing manager should have within:

  • Collaborating with their team to make decisions and reach goals
  • Listening to and addressing feedback and criticism
  • Writing press releases or quarterly summariesListening to and addressing feedback and criticism

Creative skills:

Marketing, as such, is a highly creative kind of venture. Therefore, every marketing manager should burst with all sorts of excellent creative ideas to sell a product or a service or to impact customers to buy them. The main goal of a marketing manager should be to capture and hold their audience’s attention. To do so, here is a shortlist of some creative skills for a marketing manager:

  • Brainstorming ideas with graphic designers and artists
  • Evaluating the aesthetic designs of marketing materials
  • Planning and executing promotional events and meeting

Responsibilities of a Marketing Manager

A marketing manager is responsible for many activities involved in conducting a marketing strategy and managing his team well. Generally speaking, a marketing manager is most responsible for managing the promotion and positioning of the brand of a company they work for. Their job is to raise awareness of the company’s brand and attract more customers into buying its products or services.

Also, their role is to analyze the type of customers the company wants and find ways to get in touch with them. Finally, from a company’s point of view, a marketing manager should try to find proper ways to serve its existing clients well.

Even though a marketing manager’s job is very diverse and interesting, here are just some examples of their main responsibilities. Put in a nutshell; every marketing manager is responsible for:

  • Managing websites
  • Social media management
  • Copywriting and content writing management
  • Data analytics
  • Public relations and corporate communications

As stated above, these are just some of the main responsibilities of a marketing manager, but the list goes on. 

How Can One Become a Marketing Manager — Qualifications?

This part of the article refers to the qualifications every marketing manager should have. They usually need to possess a bachelor’s degree in marketing or business administration at least. However, certain employers prefer their marketing managers to have a master’s degree and extensive work experience in marketing, sales, advertising, or brand management.

Some of the stated work experience related areas are:

  • Marketing Strategy
  • Digital Marketing
  • Marketing Campaigns
  • Social Media
  • Marketing Planning
  • B2B Marketing
  • SEO
  • Google Analytics
  • Strategic Thinking, etc.

As we can see, a marketing manager should be very skillful and manage many things simultaneously, therefore having a high level of responsibility for each activity. 

However, when it comes to the basic education of a marketing manager, one should have a complete qualification in marketing. Therefore, besides having a bachelor’s degree majoring in marketing, it is highly appreciated by an employer if a marketing manager holds any of the stated certifications, like:

  • Certificate IV in Marketing and Communication (BSB42415)
  • Diploma of Marketing and Communication (BSB5245)
  • Advanced Diploma in Marketing and Communication (BSB61315)

In line with the qualifications, a marketing manager should have to go the skills to conduct their job well. Like we mentioned before, a marketing manager should own strong communication, sales, and representation skills. They should also have good leadership skills, hire, train, and motivate team members to reach their mutual goals. Being goal-oriented, flexible, and productive under pressure are some highly appreciated qualities in a marketing manager. 


In the world of the modern technology and digital era that we are all witnesses of, there are plenty of new job opportunities to choose from. If you find yourself creative, skillful, managing multiple projects at once, and eager to deal with marketing strategies and campaigns, becoming a marketing manager is something you should definitely consider. It is a responsible yet delightful occupation. 

Or, just like Albert Schweitzer once said,

“Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.”

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