Marketing manager

brand manager account manager

Career outlook for

Figures and forecasts for roles at the same level, which require similar skills and qualifications.

Average UK salary

Currently employed in Scotland

Jobs forecast

This information is supplied by LMI For All, where data is currently available for Scotland.

What's it like?

You would use your creativity to promote the goods and services offered by your business or organisation to potential customers.

You’d plan the best ways to connect with people so they have a positive impression of the products, services or brand.

Your job would vary depending on the organisation you work for and the sector you work in. You could specialise in certain types of product or market, such as fashion, fast moving consumer goods (FMCG) or financial services.

You would:

  • Research and analyse market trends
  • Identify target markets and how best to reach them
  • Work out marketing strategies
  • Plan campaigns and manage budgets
  • Organise the production of posters and brochures
  • Come up with social media strategies
  • Attend trade shows, conferences and sales meetings
  • Make sure that campaigns meet deadlines and budgets
  • Check and report on the effectiveness of strategies and campaigns

You would plan the marketing activity for a campaign. You’d think of new ways to get your message to the customers. 

You might work with other organisations to find out more about customer satisfaction and expectations. Data from market research will be useful to help you find ways to make your campaign more effective. 
At the end of each campaign you would assess its success and report to marketing directors.

You could lead a team of marketing executives and assistants who you’d motivate to make each marketing campaign a success.

 

Working conditions

Hours

You would usually work 9am to 5pm, Monday to Friday. Hours could be more irregular at busy times such as the run-up to a campaign launch. You may also need to attend trade fairs, exhibitions and networking events in the evening or at the weekend.

Environment

You would normally work in an office.

Travel

You may travel to meet clients and attend conferences and product launches.

UK employment status

Full-time

Part-time

Self employed

People behind the job

Meet real people who’ve done this job – hear their stories and the path they took to get there.

Here are some of the skills that people in this job would be most likely to have:

  • Communicating with people
  • Taking the lead
  • Communicating ideas through writing
  • Being creative
  • Budgeting
  • Planning and organising
  • Time management
  • Paying attention to detail

Build your skills

Your skills can help you choose the career that’s right for you. You can build your skills through work, study or activities you do in your spare time.

To understand more, have a look at what are my skills?

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Getting in

Entry requirements for courses can change. Always contact the college, university or training provider to check exactly what you’ll need.

Qualifications

You will usually need at least three to five years’ experience as a marketing executive before you progress into management.

Employers generally prefer you to have Higher National Diploma (SCQF level 8); a degree (SCQF level 9/10) in subjects such as advertising, business, communication, marketing and media or a professional marketing qualification such as a Chartered Institute of Marketing (CIM) Professional Diploma in Marketing or Institute of Direct and Digital Marketing (IDM) Diploma in Direct and Interactive Marketing.

You can enter Higher National Certificate (SCQF level 7) or Higher National Diploma courses (SCQF level 8) with National 4/5 qualifications and one to two Highers or equivalent qualifications.  

To enter a degree (SCQF level 9/10) usually requires National 5 qualifications and a minimum of three Highers or a relevant HNC/HND.

Useful subjects

  • English (required by most courses)
  • Administrative subjects
  • ICT subjects
  • Math
  • Social studies subjects such as media.

Helpful to have

Qualifications and experience that show understanding of the industry and creative communication skills such as Skills for Work Creative Digital Media (SCQF level 4) or Creative Industries (SCQF level 5).