Marketing Manager

    If you are wondering how to become a marketing manager, below are tips and advice on training for and beginning careers in this area of advertising, marketing and PR, as well as job prospects in the UK.

    The Job Description
    Marketing managers, sometimes called account or marketing executives, are responsible for promotion of services, products and organisations. The goals is to influence consumers to use a service or brand, or to convey a message.

    The marketing manager needs to develop creative methods to increase brand awareness. He or she communicates with customers or clients in a variety of ways, such as direct mail, advertising in the media and corporate event sponsorship.

    Typical responsibilities include:

    – research on a market, customer attitudes and competition
    – developing ideas for PR and marketing campaigns
    – organising advertisements across a wide range of media
    – production of brochures, posters or flyers
    – development and circulation of mailshots and press releases
    – maintaining a customer database
    – securing sponsorship
    – organisation of and attendance at trade exhibitions and events
    – ensuring the smooth running of campaigns
    – reporting on campaigns management
    – networking with media professionals, suppliers and clients.

    Person Specification
    The key personal attributes of good marketing managers include:

    – strong written and verbal abilities
    – creativity
    – excellent organisation skills
    – a teamwork ethic
    – enthusiasm and motivation
    – calmness under pressure
    – confidence in selling your ideas
    – a keen eye for detail
    – excellent business acumen.

    How to become a marketing manager
    No specific entry qualifications exist for being marketing executives, but the field is highly competitive, so many have a degree or HNC / HND. This isnt essential though for those with relevant experience in PR, customer service or sales, especially if you have a CIM – (Chartered Institute of Marketing) qualification.

    You could start as a support assistant within a marketing department, progressing to marketing executive with experience.

    Those with an HNC / HND or degree could join a company via a graduate training programme. Most degrees are accepted, but it may be advantageous to have one of:

    – marketing
    – advertising or communications
    – psychology
    – management or business.
    It may help to study for a CIM qualification before applying for job vacancies. The CIM offer several qualifications that could be ideal for those without work experience or a relevant degree:

    – Introductory Certificate in Marketing – for ages 17+
    – Professional Certificate in Marketing – for those with two or more A Levels (equivalents accepted) or those aged 19+ or with a year or more of marketing experience.

    Training and Development
    Learning is generally work based, often through a graduate programme.

    You may study for CIM qualifications or the CAM (Communication, Advertising and Marketing) Education Foundation, including:

    – CIM Professional Diploma in Marketing
    – CAM Diploma in Marketing Communications
    – CIM Professional Postgraduate Diploma in Marketing

    You could study CAM or CIM courses part or full-time at a college or training centre, as well as via distance learning.

    For direct marketing work, you can study for IDM (Institute of Direct Marketing) qualifications such as the diploma or Certificate in Direct and Interactive Marketing.

    CIM also offer various short marketing executive courses for all levels.

    The Pay (a rough guide)
    Starting salaries – c. £18k to £22k per annum.
    Experienced marketing managers – £25k to £35k+ per annum.
    Marketing directors – £50k+.

    Job Prospects
    Marketing executives can work within marketing agencies / consultancies, or for in-house company marketing departments. These professionals are employed by diverse companies and organisations.

    Jobs are advertised in local or national media, industry publications such as Marketing, Campaign and Marketing Week, online at the CIM website, or by recruitment agencies.

    Following some experience, one can gain promotion to marketing manager and later the post of marketing director. You can specialise in a certain area of marketing, for example direct marketing. You may later decide to work as a freelance consultant.

    Useful industry contact:
    Chartered Institute of Marketing – CIM
    Moor Hall
    SL6 9QH
    Tel: 01628 427 500

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