About the function of Marketing Manager
What does the Marketing Manager do?
Marketing Managers have the responsibility of planning and overseeing the marketing activities of the company for a given segment, product or a territory. Doing so they contribute to strengthening awareness about the company’s brand and help to grow sales.
Their mission is usually quite diverse in nature and can include information gathering activities (market research, competitor analysis), planning activities (marketing plan, budget preparation), the execution of various promotional activities (online promotion, event coordination) and reporting activities.
What does the future hold for Marketing Managers?
Marketing Managers are at the crossroad of the data revolution and the digitalisation of their company’s business.
On the data side, Marketing Managers should be able to make sense of large amount of data available across systems in the company in order to segment customers based on purchase patterns or behaviours, and execute smarter marketing campaigns. Companies should make sure that Marketing Managers are trained on understanding data and have access to datasets (either directly through a system or indirectly by working closely with Data Scientists) to run analysis.
Challenged by pandemic and new customers behaviours, the mission of Marketing Managers is also becoming increasingly digital. The Marketing Manager should be both be knowledgeable about online marketing tactics and be able to analyse and suggest improvements to the online presence of the company. The role of the Marketing Manager is not necessarily to go in depth on those matters, however Marketing Manager should be able to connect business matters with internal or external digital experts (Digital Marketing specialist, SEO expert freelancer, Digital Marketing Agency, etc.).
Competencies of the Marketing Manager
How to read the competency table and chart?
The percentage score (%) represents the expertise level required for this position, click on score for more details. Future skills, which are important to your organization's competitivity in the long run, are highlighted with a .
Competencies of the Marketing Manager
Development plan for Marketing Manager
Remember that all Learning & Development (L&D) activities and trainings should be balanced to achieve maximum results. For all Active Learning you perform, remember to balance with Social Learning and several Stretch assignments for the Marketing Manager to put in practice newly learned skills.
|Budget management||Active Learning||E-Learning course||Basics of Finance and Budgeting course (4 hours)||>> Learn more|
|Budget management||Active Learning||Book/article reading||6 budgeting tips for managers, Harvard Business School Online||>> Learn more|
|Budget management||Active Learning||E-learning course||Budgeting essentials and development||>> Learn more|
|CRM||Active Learning||Book/article reading||Academic reading on Customer Relationship Management for Marketing||>> Learn more|
|CRM||Stretch assignments||Group project (inter-department)||Set up a cross department review to improve metrics measured in dashboard|
|CRM||Stretch assignments||Group project (inter-company)||Find new ways to segment customers in the system and launch campaigns||>> Get started|
|Data analytics & vizualization||Active Learning||E-learning course||Google Analytics Academy (courses beginners to power users)||>> Learn more|
|Data analytics & vizualization||Active Learning||E-learning course||Data vizualization for marketers using Excel (33 minutes)||>> Learn more|
|Data analytics & vizualization||Active Learning||Book/article reading||Storytelling with data: Guide for business professionals||>> Learn more|
|Digital marketing||Active Learning||E-learning curriculum||Digital marketing curriculum (8 months, 5 hours a week)||>> Learn more|
|Digital marketing||Social Learning||Feedback from peer||Create or join a (virtual?) meetup with other digital marketers|
|Digital marketing||Stretch assignments||Individual assignment||Identity, present and roll out 5 digital marketing tactics from Neil Patel blog||>> Get started|
|Market research||Active Learning||Book/article reading||B2B Market research in practice||>> Learn more|
|Market research||Social Learning||Feedback from customers||Prepare a script and interview 10 customers on their key decision criteria||>> Get started|
|Market research||Social Learning||Feedback from customers||Prepare an online survey to run on a key customer segment||>> Get started|
|Market research||Social Learning||Group project (inter-department)||Challenge your market findings by presenting to 5 sales people|
|Market research||Stretch assignments||Individual assignment||Make a presentation that benchmarks 5 active competitors against your product|
|Marketing strategy||Stretch assignments||Group project (in department)||Prepare and present a product market launch strategy||>> Get started|
|Marketing strategy||Social Learning||Feedback from peer||Run an ideation workshop and identify market gaps for new products||>> Get started|
|Marketing strategy||Social Learning||Feedback from peer||Join a marketing strategy meet up and brainstorm with peers in other industries||>> Get started|
|People management||Active Learning||E-learning curriculum||People management skills for line managers (5 weeks, incl. certification)||>> Learn more|
|People management||Active Learning||Book/article reading||Boosting people confidence and ability by giving feedback||>> Learn more|
|People management||Social Learning||Participative workshop, seminar, events||Fundamentals online workshop : How to manage remote teams (12 hours)||>> Get started|
|People management||Stretch assignments||Individual assignment||Implement an employee job rotation program within or across your department||>> Get started|
|People management||Social Learning||Mentoring from subordinate (reverse mentoring)||Apply reverse mentoring with one subordinate||>> Get started|
|Vendor management||Social Learning||Feedback from peer||Network with peers and receive recommendations on their favorite vendors|
|Vendor management||Social Learning||Feedback from expert||Review your top 5 vendors relationship with colleague from Purchase department|
|Vendor management||Stretch assignments||Individual assignment||Run a performance review on your vendors and set a sourcing action plan|
|Vendor management||Stretch assignments||Individual assignment||Identify new business challenge and invite 5 new vendors to pitch solutions|