The independent, trusted guide to online education for over 24 years!

How to Become a Marketing Manager: A Complete Guide

How to Become a Marketing Manager

Launching innovative products and services into the market is among the most effective ways to boost revenue. However, the approach is ineffective if people are unaware of the services or products. Enterprises are always developing persuasive communications for selling goods and services. If you’re highly passionate about brand awareness, advertising, or digital marketing, then a profession as a marketing manager is a good fit.

Becoming a marketing manager is an advantageous career option. It enables the student to switch between myriads of available job positions in different multinational corporations and organizations. Marketers play a crucial role in determining and ensuring a product’s or business’s success. Those with a creative mindset, business sense, good communication skills, and strong work ethics will find this job highly beneficial.

In this comprehensive article, we will outline all of the necessary steps toward becoming a marketing manager and how to advance in this field.

What is Marketing?

Traditionally, markets are where buyers and sellers can exchange services and goods for the mutual benefit of the parties. Today, product marketing is an exchange of values between the buyer and the seller. In conclusion, marketing is a method of attracting prospective customers to buy products and services.

What Does a Marketing Manager Do?

A marketing manager is a person or business executive in charge of a company’s product sales team. Their main task is to create promotional and sales strategies to boost products and services’ reach to the target market. To accomplish the project objectives, marketing managers rely on marketing research, sales teams, technical support services, data analysis, and product design.

To be effective, marketing managers have a firm grasp of:

  • Consumer research
  • Current market trends
  • Marketing management
  • Social media marketing
  • Marketing techniques
  • Growth prospects

Candidates will also need to learn about brand management, budget reporting, marketing automation, etc. Generally, a marketing degree or job experience can help you build the above skills.

Before we discuss the different types of marketing managers, it’s essential to understand what a marketing manager role entails. Marketing managers plan and execute the company’s promotional activities and deals. Standard duties and functions of a marketing manager are:

  • Marketing managers are responsible for identifying the target market, analyzing the target audience’s requirements, and making recommendations to the design or production team about the brand and product modifications.
  • By creating unique advertisements, marketing managers raise customer and target audience awareness about new products and services.
  • Marketing managers generate new prospects for the company and optimize current campaigns by adjusting the primary campaign planning and frequency to achieve positive results.
  • Marketing managers research current consumer or customer preferences and attempt to analyze and predict unforeseen market trends.
  • The marketing manager develops a strategy to drive product campaigns to help the company achieve its corporate goals and objectives.
  • Marketing managers are responsible for their firm’s digital marketing or social media efforts.

Types of Marketing Managers

Marketing management is a broad field with a lot of opportunities. The following types will allow candidates to understand their options better and, as a result, choose a specific role.

1. Brand Manager

A brand manager is primarily responsible for disseminating relevant messages to customers that will resonate positively with potential and current clients or customers. They are responsible for developing brand awareness programs for the business’s services and products.

Important information to know about brand marketing roles or positions:

  • All the brand management positions require candidates to have a master’s degree. In addition to formal education, expertise is a significant consideration in selecting applicants for higher positions.
  • Careers in brand marketing are much more common in companies that rely on consumer marketing. For example, goods, aviation, automobile industry, e-commerce, and other retail industries, whose product and service offerings resonate among online shoppers or buyers.

2. Marketing Consultant

Marketing consultants’ responsibility is to develop a detailed marketing plan for an organization or a company. The consultants determine the target audience or market for the services or products and the marketing program that will be required.

Note: A marketing consultant must have between 3- 10 years of industry experience in the brand marketing field and must have earned a master’s degree in marketing.

3. Market Research Analysts

Market Research analysts collect consumer data and draw valuable conclusions by offering practical analysis and detailed information on the design or promotional campaign needed for the services or products.

Important information to know about the “market research analysts” roles or job positions:

  • A master’s degree, MBA in marketing, or bachelor’s degree in statistics are required qualifications for market analysts or researchers. Candidates may be required to have a license after completing training in the relevant field.

4. Business Development Manager

The business development manager is responsible for pitching their product to various potential clients, generating additional income sources for the company, and bringing in new prospects.

Important information to know about the “business development manager” roles or job positions:

  • The business development manager role requires candidates to have a master’s or bachelor’s degree in marketing. Multinational firms prefer applicants with a master’s degree and 1-3 years of industry experience.

5. Email Marketing Manager

Email marketing managers in all business sectors are responsible for determining the company’s targeted customers and compiling a set of potential clients. They are required to develop and execute email marketing campaigns. Also, they are in charge of generating leads through email marketing and reporting on the revenues generated from those campaigns.

Some important information about this job role:

  • A master’s or bachelor’s degree is compulsory for this job position.

6. Content Marketing Manager

Content marketers must deliver high-quality content regularly. They collaborate with search engine optimization and social media managers to create a consistent brand message across the multiple media platforms of a company.

Important information to know about the “content marketing manager” roles or job positions:

  • A master’s or bachelor’s degree in journalism or marketing is mandatory for the content marketing manager position. They must have a fundamental knowledge of web analytics and search engine optimization (SEO) tools.

7. Digital Marketing Manager

A digital marketer’s task involves boosting traffic to a client’s or a company’s website. The email, SEO, web, and social media advertising are all part of the online promotional campaign that the digital marketing manager plans. They are responsible for the company’s social media presence or visibility across all online media channels.

Important information to know about the “digital marketing manager” roles or job positions:

  • A master’s or bachelor’s degree in marketing is a primary requirement and demonstrates job experience in digital marketing.

How To Become a Marketing Manager

To get into marketing or business management, candidates must follow the appropriate steps to become a marketing manager. These steps are:

Bachelor’s Degree

A bachelor’s degree in communications, advertising, business, marketing, or a similar field is the minimum academic requirement for a marketing manager. Candidates should consider enrolling in a continuing education program or management training program at a business school or college.

Internships and Volunteer Work

Getting internships and taking on volunteer work while still in college is an excellent way to learn and gain practical field experience. Use marketing internships to gain as much practical experience as possible. Volunteering for other projects or tasks and demonstrating immense eagerness to learn will help a student stand out.

Internships are a promising avenue to network with important contacts in the industry, which can help a candidate get a job as a marketing executive in the current company or later in the future.

Entry-level Marketing Jobs

To hone your skills and gain the in-depth knowledge necessary to advance to the role of a Marketing Manager, consider positions like advertising assistant, sales representative, or marketing assistant. After acquiring relevant skills, candidates can earn promotions or move on to a higher-paying gig.

Develop Skills and Portfolio

Marketing managers must communicate. They’re salespeople and presenters. Innovation is a must, and they generally juggle multiple projects simultaneously. It’s also necessary to have a good understanding of current marketing or advertising trends. You can build a portfolio to showcase your abilities to prospective employers through an online marketing degree.

Advance Career

For top-level job positions, an MBA is an unavoidable requirement. Also, candidates can stay updated on the newest business trends, technologies, and practices by joining a recognized professional marketing association. The Association of International Product Marketing and Management (AIPMM) and the American Marketing Association (AMA) are two reputable organizations where practitioners can seek membership.

Skills Required of a Marketing Manager

Marketing managers must possess the latest skills relevant to their chosen field to remain successful in the career area. They have to be strategic about brand adverts and messages. But how does a marketing manager’s brand content stand out from competitors? The vital technical skills to become the best in the business include:

Search Engine Optimization (SEO)

A sustainable marketing technique, SEO works for companies of all sizes and sectors. Businesses focus on improving their rankings to draw in more organic traffic because they know the direct benefits. SEO marketing is to create and carry out results-oriented campaigns to get perceived results.

Marketing Automation and CRM

Marketing activities are multidimensional. For example, marketers interact with clients through several platforms such as online advertisements, social media, etc. However, processes can quickly become knotted with various teams often in charge of those activities. Marketers must be skilled in customer relationship management (CRM) or conversion tracking tools. Above all, they track the customer’s journey and the growth of the promotional campaigns. Therefore, a marketing manager should be familiar with tools like Salesforce and MailChimp.

Data Visualization and Collection

Data can reveal interesting patterns to marketers: data visualization and collection tools to analyze everything from consumer purchase intentions to lead generation of competitors. Knowing how to interpret data and statistics gives marketers detailed insights and modifies a sales approach. Practical applications to streamline this process are; Zoho Analytics, tableau.

Social Media Marketing

A vital component of any corporation’s digital marketing plan is social media. The marketing behind these platforms reveals content that appeals to viewers, numbers of which are in the billions. Above that, using social media monitoring and listening tools can help you develop your digital skills and knowledge.

Market Research

Marketers must prioritize market research to ensure they focus on the proper demographic. Additionally, it helps reduce risks and closely monitors competitors. As a result, work on your expertise in market research to get ahead.

UI / UX Design

UI and UX abilities are essential for increasing user experience, perfecting the brand’s products and services, and building new sales pages for advertising campaigns. As a result, today’s businesses always prioritize marketers with an in-depth design experience.

Content Development

Digital marketing, in contrast to traditional marketing, is entirely focused on the customer’s autonomy. Therefore, content creation is the solution to satisfying those needs and assisting clients in finding solutions. This set of skills covers broad coverage of content research from formatting to writing to publication.

For instance, customers no longer have to sit through interminable TV advertising. Instead, consumers can devour as much content as marketers produce because of the internet’s robustness.

Paid Promotion

Paid advertising has been used for years and is still among the best web marketing strategies. Due to the evolving nature of online sales campaigns, marketing managers must possess these essential skills. In any digital marketing campaign, results from past marketing campaigns don’t guarantee a similar feat. Knowing how to tweak paid promotions campaigns to yield an effective outcome becomes a vital skill.

Project Management

Excellent project management skills are essential for marketing managers. Any organization will benefit significantly from well-defined schedules and delegated teams. Project teams work harmoniously and communicate to meet the underlying goals and objectives when managed correctly.

Why Earn a Marketing Management Degree?

All marketing managers must obtain a bachelor’s degree in marketing, business management, or any related field. Candidates with computer literacy and a working knowledge of media production and design may also stand out.

Managers must possess marketing experience to function effectively and efficiently. This necessity can also be met by having prior leadership experience in other industry sectors, such as sales. Also, master’s degree programs like MBA’s can give you a leg up on the competition. Graduate degrees assist job seekers in developing professional knowledge.

Marketing Management Certifications

Certifications are a valuable tool for demonstrating to recruiters that you are knowledgeable in your field. However, not every certification commands the same value. The following certifications will give you an advantage when applying for competitive job positions in marketing. The professional marketing certifications to consider include:

1. Professional Certified Marketer (PCM)

Being a leading marketer entails constantly improving your skills and emphasizing your achievements. The Professional Certified Marketer (PCM) is an excellent program for aspiring or upcoming marketing managers. Passing a certification examination is required to earn the PCM certification. The program meets stringent national certification standards.

2. Certified Sales Professional (CSP)

The Certified Sales Professional (CSP) training prepares candidates on how to sell in an advisory manner. Students return to the market with a renewed interest and intense passion for selling, from goal setting to improved time management.

3. Project Management Professional (PMP)

The PMP designation indicates to present and prospective recruiters that you have proved a robust knowledge on which to professionally practice project management. Students must first meet some project management experience and academic requirements and agree to follow a set of ethical standards to be qualified for a project management certification.

The final step to obtaining a PMP certification is to excel in advanced multiple-choice examinations. A PMP exam is structured to precisely measure and assess a student’s ability to apply or implement project management knowledge in these six domains:

  1. Controlling and monitoring the project
  2. Executing the project
  3. Initiating the project
  4. Closing the project
  5. Social and professional responsibility
  6. Planning the project

Certified Advertising Specialist (CAS)

The Certified Advertising Specialist (CAS) is for promotional products professionals with three years of industry experience. CAS professionals have undergone a series of testing and educational requirements to demonstrate a dedicated commitment to their chosen profession. They are recognized and certified to have demonstrated the highest level of integrity and conduct.

Marketing Manager Job Outlook

The BLS reports the average marketing manager’s salary at $135,030. Most organizations paid the lowest 10% less than $77,680, and the highest 10% made over $208,000.

Employment of promotions, marketing, and advertising managers is forecasted to rise from 2020 to 2030 to an average of 31,100 job openings.

Pros and Cons of Marketing Management


Marketing management is among the most executive positions in the country. They are in charge of boosting a company’s business and raising revenue. The advantages of becoming a marketing manager are:

  • High Salary: After obtaining all the required degrees, a marketing manager will earn a lucrative annual salary with additional incentives.
  • Job security: Marketing managers with innovative abilities stand a good chance of landing a long-term, guaranteed role. If they succeed in company sales, job security will always remain guaranteed.
  • Career advancement: Marketing management allows and often requires continual learning.
  • Greater exposure: Due to the nature of their work, marketing managers have a greater exposure that sometimes links them with high-net-worth individuals.


  • Time spent on the job: Marketing managers work for very long hours with a tight and demanding timeline.
  • Pressure to deliver results: Most firms believe that all marketing managers must be able to boost revenue or sales when required. Due to this, the pressure on the managers to deliver according to expectations is very high.

Become a Marketing Manager Today!

Now that we have covered the proven steps to take and the numerous benefits of becoming a marketing manager, students should decide early whether this career is for them.

At, we have more educational resources for all our amiable students to read and gain knowledge from at no cost. Feel free to explore more of our academic information.

Browse Now

Search Over 1,600+ Schools with 30,000+ Degrees