Marketing manager

Alternative job titles
brand manager
account manager

Role info

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.

 

Personal Qualities

  • The ability to lead and motivate a team
  • Drive, motivation and initiative
  • The confidence to 'sell' your ideas

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.

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.

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).  

People doing this kind of job in the UK have these types of qualifications

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The information below relates to several job roles. These jobs are at the same level, and the tasks you’ll do and the skills and qualifications you’ll need are similar.

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