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Become A Marketing Planner

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Working As A Marketing Planner

  • 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

  • $108,000

    Average Salary

What Does A Marketing Planner 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 Marketing Planner

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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Marketing Planner Career Paths

Marketing Planner
Marketing Manager Marketing Director
Regional Marketing Director
7 Yearsyrs
Marketing Manager Senior Manager Of Marketing Marketing Director
Executive Director, Marketing
9 Yearsyrs
Marketing Manager Sales And Marketing Manager Brand Manager
Senior Brand Manager
9 Yearsyrs
Project Manager Product Manager Brand Manager
Global Brand Manager
9 Yearsyrs
Project Manager Product Manager Product Marketing Manager
Manager, Channel Marketing
8 Yearsyrs
Project Manager General Manager Market Manager
Senior Market Manager
10 Yearsyrs
Marketing Specialist Product Manager Brand Manager
Trade Marketing Manager
6 Yearsyrs
Marketing Specialist Marketing Communications Manager Marketing Program Manager
Senior Marketing Program Manager
9 Yearsyrs
Marketing Specialist Digital Marketing Specialist Digital Marketing Manager
Senior Manager-Digital Marketing
9 Yearsyrs
Account Manager Senior Project Manager Senior Product Manager
Director Of Marketing And Product Management
9 Yearsyrs
Account Manager Sales And Marketing Manager Product Marketing Manager
Marketing Manager, Global Marketing
8 Yearsyrs
Account Manager Business Development Manager Business Development Director
Director, Strategic Alliances
12 Yearsyrs
Sales And Marketing Manager Product Marketing Manager
Partner Marketing Manager
7 Yearsyrs
Marketing Manager/Project Manager Senior Project Manager Senior Manager Of Marketing
Integrated Marketing Director
8 Yearsyrs
Marketing Manager/Project Manager Marketing Program Manager
Marketing Campaign Manager
5 Yearsyrs
Marketing Manager/Project Manager Marketing Account Manager
Retail Marketing Manager
7 Yearsyrs
Senior Manager Of Marketing Co-Founder Digital Marketing Manager
Manager, Integrated Marketing
7 Yearsyrs
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Do you work as a Marketing Planner?

Help others decide if this is a good career for them

Average Length of Employment
Marketing Manager 2.9 years
Marketing Lead 2.4 years
Marketing Planner 2.0 years
Top Careers Before Marketing Planner
Internship 6.4%
Planner 2.5%
Top Careers After Marketing Planner
Consultant 4.4%
Internship 3.0%
Manager 3.0%
Owner 2.6%

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Top Skills for A Marketing Planner

  1. Sales Goals
  2. Online
  3. Auto-Trigger Email Efforts
You can check out examples of real life uses of top skills on resumes here:
  • Exceeded sales goals yearly and doubling sales volumes to 32 million dollars
  • Advocated user experience in formulation of online marketing strategies and content planning against business objectives.
  • Performed ongoing customer/market research and demographic profiling to identify unmet market needs.
  • Introduced enhanced ROI measurements and marketing assessments for effectiveness and streamlined various operational processes while enhancing quality of product.
  • Lead project management initiatives for Medicare Supplement and Medicare Advantage Prescription Drug Plan direct mail campaigns and fulfillment.

Marketing Planner Demographics

Gender

Female

59.5%

Male

24.9%

Unknown

15.6%
Ethnicity

White

56.1%

Asian

17.1%

Hispanic or Latino

14.5%

Black or African American

9.0%

Unknown

3.2%
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Foreign Languages Spoken

Spanish

34.4%

Chinese

21.9%

Mandarin

18.8%

French

6.3%

Cantonese

4.7%

Japanese

3.1%

Italian

3.1%

Portuguese

1.6%

German

1.6%

Greek

1.6%

Persian

1.6%

Korean

1.6%
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Marketing Planner Education

Schools

University of Phoenix

14.4%

Northwestern University

6.7%

University of Alabama

5.6%

University of South Florida

5.6%

New York University

5.6%

Roosevelt University

5.6%

Florida State University

5.6%

San Jose State University

4.4%

Florida Atlantic University

4.4%

Villanova University

4.4%

University of Minnesota - Twin Cities

4.4%

DePaul University

4.4%

University of Houston

4.4%

Nova Southeastern University

4.4%

George Washington University

3.3%

Emerson College

3.3%

Florida Institute of Technology-Melbourne

3.3%

University of Kentucky

3.3%

Boston University

3.3%

San Diego State University

3.3%
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Majors

Marketing

29.4%

Business

27.0%

Communication

11.1%

Management

4.7%

Journalism

4.0%

Advertising

2.6%

Graphic Design

2.4%

Public Relations

2.4%

English

2.1%

Accounting

2.1%

Psychology

1.7%

Finance

1.7%

Specialized Sales And Merchandising

1.4%

Sociology

1.4%

International Business

1.2%

Fine Arts

0.9%

Elementary Education

0.9%

Economics

0.9%

Project Management

0.9%

Law

0.9%
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Degrees

Bachelors

51.4%

Masters

32.6%

Other

9.0%

Certificate

3.4%

Associate

2.8%

License

0.4%

Diploma

0.2%

Doctorate

0.2%
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Top Marketing Planner Employers

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