INTRODUCTION AND EVOLUTION | MARKETING MANAGMENT| L-1|

What is marketing management?

Marketing management refers to the control and operations of various marketing activities and the people involved in those activities, such as managers, marketing management professionals, contractors, and more.

Relevant actives often include:

Setting goals and developing marketing strategies

Performing market research

Devising marketing campaigns

Identifying a company’s target market

Managing content on various channels (e.g., social media, email marketing, etc.) and across different mediums (e.g., copy, images and videos, and podcasts)

Execution of marketing strategies and marketing plans

What do marketing managers do? 

A marketing manager is a person responsible for executing a company’s marketing plan via delegation and planning.

Relevant actives often include:

Implementing a standard operating procedure (SOP), which outlines how specific (and, often, routine) tasks should be performed

Researching the business’s target market and customer base

Creating, planning, and executing campaigns

Creating and sharing branded content on social media platforms (e.g., Instagram or TikTok)

Leading the creation of and scheduling of email newsletters and campaigns 

Tracking key metrics like page views, social media engagement, and email open rates 

Creating digital and/or print content to generate brand awareness 

Any additional tasks and needs

Given the wide range of duties a marketing manager may handle, the position requires a working knowledge of the standard marketing mix, including various platforms (e.g., Google Analytics), social media channels (e.g., Facebook), and marketing best practices (e.g., best times to send email blasts). 

Depending on the type of business and its marketing goals, marketing professionals may also need to have expertise in search engine optimization (SEO), social media marketing, or content creation. For example, an ecommerce business may require SEO specialization to help content rank on Google, whereas an events business may need a social media specialist to create buzz and attract attendees. A generalist may do a little bit of everything in order to help the business drive revenue and develop expertise in certain areas over time. 

A marketing manager’s scope of duties can also vary based on the company’s size or industry. At a larger company, for instance, a marketing manager may oversee a team of specialists. At a smaller company, a marketing manager may perform many of the tasks themselves.