what is a marketing manager?

As a marketing manager, your primary role is to promote a service, product, or brand to increase awareness and sales. Your role is not just to attract new customers but to retain existing ones. Your skills cover a range of marketing disciplines, and you are knowledgeable in all areas of your profession. You delegate tasks, but you have a good understanding of what those tasks entail.

You lead a team of marketing professionals who all work toward achieving the goals of the marketing strategies. Your strategies and marketing techniques align with company policies, branding, and image. You also have an eye for spotting patterns and prediction, as part of your job involves estimating the market demand for your employer's products or services and using this information to develop marketing strategies.

Becoming a marketing manager is typically not something you can do straight out of education. You have many years of experience in marketing with successful campaigns that demonstrate your effectiveness to your employer. You are familiar with a range of digital marketing techniques. You are also adaptable enough to keep up with changing consumer needs and expectations and what the competition is doing.

If working as a marketing manager would suit your people skills and motivation, keep reading to find out what skills and qualifications you need to succeed in this role.

marketing manager roles

average salary of a marketing manager

According to Payscale, the average marketing manager salary in India is around ₹680,500 per year, though salaries cover a significant range. At the entry-level end of the spectrum, less experienced marketing managers earn around ₹460,200 per year. The most experienced marketing managers can earn as much as ₹961,000 annually.

factors that affect marketing manager's pay

The primary factor affecting a marketing manager's salary in India is your experience level. The salary difference between an inexperienced marketing manager and an experienced one can be as much as ₹500,000 per year. Experience does not necessarily mean experience as a marketing manager; in general, new marketing managers with a wealth of marketing experience are likely to earn more than those with less experience.

Other factors include the business you work for and the region you are based in, with large cities typically offering higher wages than small towns and rural areas.

marketing manager roles
marketing manager roles

types of marketing manager

While the role of a marketing manager is essentially the same, it is possible to specialise in certain areas of marketing. All marketing managers have a solid grounding in all areas of marketing. Below are some of the ways you can specialise as a marketing manager:

  • content marketing manager: content marketing managers oversee the creation and publication of promotional materials. You drive traffic to your organisation's website or physical locations through various media. Ideally, the content you produce has inherent value to the customers.
  • brand marketing manager: brand marketing managers specialise in building brand awareness for a product, service, or company. You develop marketing strategies that get your organisation's name out there in a positive way.
  • digital marketing manager: in essence, digital marketing managers perform the same functions as the two previous types but specifically for the online space. You develop social media advertising, improve search engine rankings, and undertake tasks to enhance your organisation's presence online.

working as a marketing manager

Working as a marketing manager is largely focused on getting people excited about the product, service, or company you are promoting. Increasing visibility and ensuring that the exposure you generate is positive are important parts of the job.


education and skills

Some of the academic qualifications for marketing managers include:

  • bachelor's degree: a bachelor's degree in business, marketing, communications, advertising, or other related discipline is a minimum requirement for becoming a marketing manager. Some employers may also require a master's degree. If getting a master's degree is possible, it will help your chances of getting hired for this role.
  • experience: marketing manager is not a role you can go into straight from education. Once you have your degree, you can gain experience in the marketing world. Internships are a particularly good way to get experience and build contacts within the industry.

skills and competencies

Some of the qualities of a marketing manager include:

  • creativity: marketing is a highly creative field. You use your creative skills to come up with fresh ideas to improve the performance of your organisation's campaigns.
  • analytical skills: the success of any marketing campaign relies on the metrics and data that market research provides. You use your analytical skills to derive useful insight from those metrics.
  • technical skills: while your role as a marketing manager is a leadership role, you have fundamental marketing and sales skills from your previous experience. These skills enable you to oversee and complete tasks efficiently
  • project management skills: you oversee marketing campaigns, which are projects like any other within an organisation. You set goals, make plans to achieve them, and track progress to ensure things remain on target.

FAQs about working as a marketing manager

FAQs about working as a marketing manager:

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