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Become A Business And Marketing Manager

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Working As A Business And Marketing Manager

  • Communicating with Supervisors, Peers, or Subordinates
  • Establishing and Maintaining Interpersonal Relationships
  • Interacting With Computers
  • Organizing, Planning, and Prioritizing Work
  • Making Decisions and Solving Problems
  • Mostly Sitting

  • Stressful

  • $90,000

    Average Salary

What Does A Business And Marketing Manager Do

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, sales agents, and financial staff members.

Duties

Advertising, promotions, and marketing managers typically do the following:

  • Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
  • Plan promotional campaigns such as contests, coupons, or giveaways
  • Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
  • Negotiate advertising contracts
  • Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
  • Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
  • Develop pricing strategies for products or services marketed to the target customers of a firm
  • Meet with clients to provide marketing or technical advice
  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

Advertising managers create interest among potential buyers of a product or service. They do this for a department, for an entire organization, or on a project basis (referred to as an account). Advertising managers work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.

Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the campaign.

Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads. In larger organizations with extensive advertising departments, different advertising managers may oversee in-house accounts and creative and media services departments.

In addition, some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs. 

Advertising managers known as account executives manage clients’ accounts, but they are not responsible for developing or supervising the creation or presentation of advertising. That task becomes the work of the creative services department.

Promotions managers direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.

Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.

Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations’ customers are satisfied. They work with sales, public relations, and product development staff.

For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she oversees the development of that product or service. For more information on sales or public relations, see the profiles on sales managers, public relations and fundraising managers, public relations specialists, and market research analysts.

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How To Become A Business And Marketing Manager

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.

Education

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor’s degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

Most marketing managers need a bachelor’s degree. Courses in business law, management, economics, finance, computer science, mathematics, and statistics are advantageous. For example, courses in computer science are helpful in developing an approach to maximize online traffic, by utilizing online search results, because maximizing such traffic is critical for digital advertisements and promotions. In addition, completing an internship while in school can be useful.

Work Experience in a Related Occupation

Advertising, promotional, and marketing managers typically have work experience in advertising, marketing, promotions, or sales. For example, many managers are former sales representatives; buyers or purchasing agents; or public relations specialists.

Important Qualities

Analytical skills. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization. 

Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.

Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.

Decisionmaking skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.

Interpersonal skills. These managers must deal with a range of people in different roles, both inside and outside the organization.

Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.

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Business And Marketing Manager Career Paths

Business And Marketing Manager
Marketing Manager Marketing Director
Regional Marketing Director
7 Yearsyrs
Marketing Manager
Marketing Manager, Global Marketing
8 Yearsyrs
Marketing Manager Marketing Program Manager
Senior Marketing Program Manager
9 Yearsyrs
Marketing Director
Executive Director, Marketing
9 Yearsyrs
Marketing Director Business Development Director
Marketing And Business Development Director
9 Yearsyrs
Senior Manager Of Marketing
Director Of Consumer Marketing
10 Yearsyrs
Senior Manager Of Marketing Senior Product Marketing Manager
Director Of Marketing And Product Management
9 Yearsyrs
Product Marketing Manager Market Manager
Senior Market Manager
10 Yearsyrs
Product Marketing Manager Manager, Channel Marketing
Senior Channel Manager
10 Yearsyrs
Product Marketing Manager Senior Manager Of Marketing
Director Of Marketing Services
9 Yearsyrs
Business Development Manager Account Director
Integrated Marketing Director
8 Yearsyrs
Brand Manager
Global Brand Manager
9 Yearsyrs
Brand Manager Group Product Manager
Group Marketing Manager
8 Yearsyrs
Brand Manager Marketing Manager/Project Manager
Partner Marketing Manager
7 Yearsyrs
Marketing Communications Manager Marketing And Operations Manager
Marketing Operations Director
8 Yearsyrs
Marketing Communications Manager Marketing Program Manager
Marketing Campaign Manager
5 Yearsyrs
Marketing Communications Manager Manager, Channel Marketing
Retail Marketing Manager
7 Yearsyrs
Business Development And Marketing Manager
Manager Of International Marketing
5 Yearsyrs
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Do you work as a Business And Marketing Manager?

Help others decide if this is a good career for them

Average Length of Employment
Marketing Director 3.0 years
Marketing Manager 2.9 years
Marketing Officer 2.5 years
Marketing Lead 2.4 years
Top Careers Before Business And Marketing Manager
Manager 5.6%
Internship 4.4%
Top Careers After Business And Marketing Manager
Consultant 7.5%
Owner 3.3%
Manager 3.3%

Do you work as a Business And Marketing Manager?

Business And Marketing Manager Demographics

Gender

Female

47.5%

Male

42.8%

Unknown

9.7%
Ethnicity

White

60.7%

Hispanic or Latino

14.8%

Black or African American

11.6%

Asian

9.4%

Unknown

3.5%
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Foreign Languages Spoken

Spanish

40.3%

French

16.9%

Chinese

10.4%

Portuguese

7.8%

Mandarin

5.2%

Russian

3.9%

German

2.6%

Hindi

2.6%

Italian

2.6%

Hawaiian

1.3%

Armenian

1.3%

Japanese

1.3%

Dakota

1.3%

Arabic

1.3%

Thai

1.3%
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Business And Marketing Manager Education

Schools

University of Phoenix

11.1%

Columbia University

7.2%

San Jose State University

6.5%

Case Western Reserve University

6.5%

George Washington University

5.2%

Arizona State University

5.2%

Pennsylvania State University

5.2%

University of Southern California

5.2%

Northwestern University

4.6%

University of Texas at Austin

4.6%

DePaul University

4.6%

University of California - Irvine

3.9%

San Francisco State University

3.9%

Texas A&M University

3.9%

University of Washington

3.9%

Southern Methodist University

3.9%

University of Michigan - Ann Arbor

3.9%

Purdue University

3.9%

Ohio University -

3.3%

New York University

3.3%
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Majors

Business

36.3%

Marketing

18.6%

Communication

7.2%

Finance

6.2%

Management

5.9%

Psychology

3.0%

Accounting

3.0%

English

2.3%

Education

2.2%

Economics

2.1%

Fine Arts

1.7%

Political Science

1.6%

General Education, Specific Areas

1.6%

Graphic Design

1.4%

International Business

1.2%

Electrical Engineering

1.2%

Public Relations

1.2%

Journalism

1.2%

Entertainment Business

1.0%

Computer Science

1.0%
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Degrees

Bachelors

43.2%

Masters

34.7%

Other

12.5%

Associate

4.2%

Certificate

3.7%

Doctorate

1.2%

Diploma

0.4%

License

0.2%
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Job type you want
Full Time
Part Time
Internship
Temporary
Average Yearly Salary
$90,000
View Detailed Salary Report
$55,000
Min 10%
$90,000
Median 50%
$90,000
Median 50%
$90,000
Median 50%
$90,000
Median 50%
$90,000
Median 50%
$90,000
Median 50%
$90,000
Median 50%
$148,000
Max 90%
Best Paying Company
Facebook
Highest Paying City
Redwood City, CA
Highest Paying State
Nevada
Avg Experience Level
3.3 years
How much does a Business And Marketing Manager make at top companies?
The national average salary for a Business And Marketing Manager in the United States is $90,774 per year or $44 per hour. Those in the bottom 10 percent make under $55,000 a year, and the top 10 percent make over $148,000.

Real Business And Marketing Manager Salaries

Job Title Company Location Start Date Salary
Global Business Marketing Manager Evernote Corporation Redwood City, CA Jul 13, 2016 $144,893
Business Manager, Risk Management & Marketing Analytics Progress Financial Corporation Redwood City, CA Jan 01, 2015 $140,000
Business and Marketing Manager Sterling Foods, Inc. Opa-locka, FL Sep 30, 2013 $130,000
Manager, Marketing & Alliances Business Planning Salesforce.com, Inc. San Francisco, CA Nov 02, 2009 $120,000
Business Strategy Marketing Manager Chempoint.com Inc. Bellevue, WA Sep 10, 2014 $112,549 -
$122,900
Marketing & Business Manager Flow Media, LLC Santa Monica, CA Oct 01, 2010 $108,000
Manager, Marketing Business Analytics Directv Latin America LLC New York, NY Sep 03, 2015 $105,200 -
$130,424
Marketing, China/Taiwan and Business Manager Cameco Inc. Eden Prairie, MN Sep 18, 2013 $104,083 -
$130,000
Manager, Marketing Business Analytics Directv LLC El Segundo, CA Jan 28, 2013 $100,516
International Business Marketing Manager Empire Construction Service Inc. Greenwood Village, CO Nov 21, 2011 $100,176
Business Marketing Manager ZAIN Jeewanjee Insurance Agency San Jose, CA Jan 29, 2008 $100,000
Manager, Marketing Business Analytics Directv, Inc. El Segundo, CA May 23, 2011 $95,004
Marketing Manager of Ad Business GREE International, Inc. AR Oct 01, 2012 $95,000
MGR, Marketing Business Analytics (Marketing Analy Directv LLC El Segundo, CA May 24, 2014 $90,729 -
$136,094
MGR, Marketing Business Analytics (Marketing Analyst) Directv LLC El Segundo, CA May 24, 2014 $90,729 -
$136,094
Business Manager-Product Marketing or Other Microsoft Corporation Redmond, WA Aug 03, 2016 $89,565 -
$109,565
Business and Marketing Manager Advanced Logistics, Inc. Doral, FL Feb 01, 2011 $80,000
New Business & Marketing Manager Hypermedia Solutions LLC New York, NY Jun 09, 2016 $78,000 -
$88,000
Business and Marketing Manager Sterling Foods, Inc. Opa-locka, FL Oct 01, 2010 $65,500
Quantitative Marketing Manager/Business Manager Lready, Inc. Berkeley, CA Dec 29, 2009 $64,029
Marketing and Business Relations Manager Law Offices of Mary Carmen R. Madrid-Crost Chicago, IL Sep 10, 2014 $62,568
Manager, Marketing and Business Analysis Thrivon Management Consulting, LLC Jacksonville, FL Nov 30, 2014 $60,000
Manager, Marketing and Business Analysis Thrivon Management Consulting, LLC Williamsville, NY Dec 12, 2011 $60,000
Manager, Marketing and Business Analysis Thrivon Management Consulting, LLC Williamsville, NY Nov 30, 2011 $60,000
Manager, Marketing and Business Analysis Thrivon Management Consulting, LLC Buffalo, NY May 01, 2012 $60,000
Manager, Marketing and Business Analysis Thrivon Management Consulting, LLC Jacksonville, FL Dec 05, 2012 $60,000
Business and Marketing Manager CP Salons, LLC Carmel, IN Nov 09, 2009 $60,000 -
$70,000

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Top Skills for A Business And Marketing Manager

  1. Company Website
  2. Business Development
  3. Sales Strategies
You can check out examples of real life uses of top skills on resumes here:
  • Managed company website re-design, consumer usability and CMS implementation to increase site traffic, customer acquisition and conversion rates.
  • Managed business development, advertising, marketing, engineering support, environmental compliance, scheduling, planning and material procurement.
  • Developed marketing and sales strategies including new product introductions, pricing, advertising and target markets.
  • Updated the annual marketing plan and quarterly POA's for the senior directors of sales and marketing and new product development.
  • Collaborated with sales managers to develop marketing materials distributed by internal sales staff and customer service representatives.

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Top 10 Best States for Business And Marketing Managers

  1. California
  2. New York
  3. Colorado
  4. Rhode Island
  5. New Jersey
  6. Virginia
  7. Delaware
  8. Washington
  9. District of Columbia
  10. Arkansas
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