Marketing Manager

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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

In the same department

Growth Hacker

Marketing Specialist

Digital Marketing Manager

Marketing Director

Marketing Data Analyst

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Career Development

A development plan for marketing director must include business strategy and marketing strategy

Marketing Director

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This position is similar to

Communication Manager

Campaign Manager

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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.

Competency
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 Category Activity
Budget management Active Learning. An activity where you are deeply engaged in absorbing new knowledge. Like a classroom training, reading a manual or following an E-Learning class. Active Learning E-Learning course Basics of Finance and Budgeting course (4 hours) >> Learn more
Budget management Active Learning. An activity where you are deeply engaged in absorbing new knowledge. Like a classroom training, reading a manual or following an E-Learning class. Active Learning Book/article reading 6 budgeting tips for managers, Harvard Business School Online >> Learn more
Budget management Active Learning. An activity where you are deeply engaged in absorbing new knowledge. Like a classroom training, reading a manual or following an E-Learning class. Active Learning E-learning course Budgeting essentials and development >> Learn more
CRM Active Learning. An activity where you are deeply engaged in absorbing new knowledge. Like a classroom training, reading a manual or following an E-Learning class. Active Learning Book/article reading Academic reading on Customer Relationship Management for Marketing >> Learn more
CRM Stretch assignment. An activity that pushes you outside of your comfort zone to learn new skills in practice. Stretch assignments Group project (inter-department) Set up a cross department review to improve metrics measured in dashboard
CRM Stretch assignment. An activity that pushes you outside of your comfort zone to learn new skills in practice. 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. An activity where you are deeply engaged in absorbing new knowledge. Like a classroom training, reading a manual or following an E-Learning class. Active Learning E-learning course Google Analytics Academy (courses beginners to power users) >> Learn more
Data analytics & vizualization Active Learning. An activity where you are deeply engaged in absorbing new knowledge. Like a classroom training, reading a manual or following an E-Learning class. Active Learning E-learning course Data vizualization for marketers using Excel (33 minutes) >> Learn more
Data analytics & vizualization Active Learning. An activity where you are deeply engaged in absorbing new knowledge. Like a classroom training, reading a manual or following an E-Learning class. Active Learning Book/article reading Storytelling with data: Guide for business professionals >> Learn more
Digital marketing Active Learning. An activity where you are deeply engaged in absorbing new knowledge. Like a classroom training, reading a manual or following an E-Learning class. Active Learning E-learning curriculum Digital marketing curriculum (8 months, 5 hours a week) >> Learn more
Digital marketing Social Learning. An activity where you learn from others. Like mentoring or coaching. Social Learning Feedback from peer Create or join a (virtual?) meetup with other digital marketers
Digital marketing Stretch assignment. An activity that pushes you outside of your comfort zone to learn new skills in practice. Stretch assignments Individual assignment Identity, present and roll out 5 digital marketing tactics from Neil Patel blog >> Get started
Market research Active Learning. An activity where you are deeply engaged in absorbing new knowledge. Like a classroom training, reading a manual or following an E-Learning class. Active Learning Book/article reading B2B Market research in practice >> Learn more
Market research Social Learning. An activity where you learn from others. Like mentoring or coaching. Social Learning Feedback from customers Prepare a script and interview 10 customers on their key decision criteria >> Get started
Market research Social Learning. An activity where you learn from others. Like mentoring or coaching. Social Learning Feedback from customers Prepare an online survey to run on a key customer segment >> Get started
Market research Social Learning. An activity where you learn from others. Like mentoring or coaching. Social Learning Group project (inter-department) Challenge your market findings by presenting to 5 sales people
Market research Stretch assignment. An activity that pushes you outside of your comfort zone to learn new skills in practice. Stretch assignments Individual assignment Make a presentation that benchmarks 5 active competitors against your product
Marketing strategy Stretch assignment. An activity that pushes you outside of your comfort zone to learn new skills in practice. Stretch assignments Group project (in department) Prepare and present a product market launch strategy >> Get started
Marketing strategy Social Learning. An activity where you learn from others. Like mentoring or coaching. Social Learning Feedback from peer Run an ideation workshop and identify market gaps for new products >> Get started
Marketing strategy Social Learning. An activity where you learn from others. Like mentoring or coaching. Social Learning Feedback from peer Join a marketing strategy meet up and brainstorm with peers in other industries >> Get started
People management Active Learning. An activity where you are deeply engaged in absorbing new knowledge. Like a classroom training, reading a manual or following an E-Learning class. Active Learning E-learning curriculum People management skills for line managers (5 weeks, incl. certification) >> Learn more
People management Active Learning. An activity where you are deeply engaged in absorbing new knowledge. Like a classroom training, reading a manual or following an E-Learning class. Active Learning Book/article reading Boosting people confidence and ability by giving feedback >> Learn more
People management Social Learning. An activity where you learn from others. Like mentoring or coaching. Social Learning Participative workshop, seminar, events Fundamentals online workshop : How to manage remote teams (12 hours) >> Get started
People management Stretch assignment. An activity that pushes you outside of your comfort zone to learn new skills in practice. Stretch assignments Individual assignment Implement an employee job rotation program within or across your department >> Get started
People management Social Learning. An activity where you learn from others. Like mentoring or coaching. Social Learning Mentoring from subordinate (reverse mentoring) Apply reverse mentoring with one subordinate >> Get started
Vendor management Social Learning. An activity where you learn from others. Like mentoring or coaching. Social Learning Feedback from peer Network with peers and receive recommendations on their favorite vendors
Vendor management Social Learning. An activity where you learn from others. Like mentoring or coaching. Social Learning Feedback from expert Review your top 5 vendors relationship with colleague from Purchase department
Vendor management Stretch assignment. An activity that pushes you outside of your comfort zone to learn new skills in practice. Stretch assignments Individual assignment Run a performance review on your vendors and set a sourcing action plan
Vendor management Stretch assignment. An activity that pushes you outside of your comfort zone to learn new skills in practice. Stretch assignments Individual assignment Identify new business challenge and invite 5 new vendors to pitch solutions

Request a personalized development plan for your company

We know all companies are different. Blended learning plans can differ greatly based on industry, business model, location and employees profiles. To craft a more customized development plan for the position of Marketing Manager at your company with our experts, please schedule a 30-mn online conversation with our L&D experts.