How to become a marketing manager

Relevant high school courses for aspiring marketing managers include economics, finance, statistics, and computer science.

Most marketing managers have a Bachelor’s Degree in Marketing, Advertising, Business Administration, or a related field. Common courses include marketing research, public relations, consumer behavior, business law, management, economics, finance, computer science, mathematics, and statistics. For example, computer science classes are helpful in developing an approach to maximize traffic through online search results, which is critical for digital advertisements and promotions.

Among the most popular bachelor’s degree majors are:

• Consumer Merchandising / Retailing Management
• Apparel and Textile Marketing Management
• Pharmaceutical Marketing and Management
• General Marketing / Marketing Management
• Marketing Research

Some college marketing management departments form alliances with companies and firms to offer internships, which provide students with hands-on business experience. The most sought-after internships focus on marketing, sales, or public relations.

Employment options for marketing managers are particularly diverse. They work in any and all industries that sell products, services, or ideas. They find jobs with specialized firms that provide marketing services to numerous clients, or they work in a marketing department for an organization that sells its own goods. Healthcare, technology, hospitality, entertainment, food and beverage, and apparel are just a few of a wide variety of industries that use the services of marketing managers.

Marketing managers often have previous job-related training, which means that it is common for qualified job candidates to originate from other degree fields, such as journalism or graphic design. They also receive on-the-job training to introduce them to specific vendors and software tools for campaign development, promotion, and evaluation.

It is estimated that only twelve percent of marketing managers have less than five years of industry experience, and only four percent have less than two years in the field. This data indicates that inexperienced job candidates typically have greater success in lower-level positions, such as a marketing coordinator or specialist role, before advancing to the managerial level. Smaller and younger companies may be more flexible when it comes to experience and promotion requirements.

There are many career paths available for someone with a marketing management degree. Personal interests and talents, as well as ultimate career goals, determine an individual’s choice. Some career paths in the field are:

• Brand Management
• Sales
• Market Research/Analysis
• Advertising
• Pharmaceutical Marketing
• Retail Marketing
• High-tech Marketing (management, marketing, and sales of tech products like computers, software, system services, and other aspects of the high-tech industry)
• Marketing Consulting
• Consumer Analysis
• Business-to-Business Marketing

Joining trade associations allows marketing managers to network with other managers and stay informed on professional opportunities and the latest industry developments, protocols, and technologies.

• Association of International Product Marketing & Management (AIPMM)
• American Marketing Association (AMA)
• Sales & Marketing Executives International (SMEI)

While not mandatory, the U.S. Bureau of Labor Statistics reports that a growing number of marketing managers pursue certification to enhance their employability.

The American Marketing Association (AMA) offers the designation Professional Certified Marketer (PCM). Candidates must possess, at minimum, a Bachelor’s Degree and pass a 210-question exam that tests knowledge of core marketing concepts. The AMA states that the exam is oriented toward individuals who have two to four years of experience. It provides a list of suggested reading materials to prepare for the five-hour exam. Maintaining the PCM certification requires thirty-six hours of continuing education every three years.

Sales & Marketing Executives International (SMEI) offers the Certified Marketing Executive (CME) designation. To apply for this program, an individual must be working as marketing manager, executive manager, or marketing educator; or be the owner-operator of a business. Accepted applicants receive a 523-page exam prep textbook. Certification renewal requires twenty hours of continuing education annually.

More specialized marketing management certifications, including the following, are also available:

Certified Product Marketing Manager (CPMM) from the Association of International Product Marketing & Management (AIPPM)

Certified Financial Marketing Professional (CFMP) from the American Bankers’ Association (ABA)

Certification in Business-to-Business Marketing from the Business Marketing Institute

Several universities and business schools run programs that allow marketing managers to upgrade their skills and earn specific certifications in subject areas such as the following:

• Digital Marketing
• Search Engine Optimization (SEO)
• Content Marketing
• Social Media Marketing
• Marketing Strategy
• Public Relations / Digital Media

A Master’s Degree in Marketing or a Master’s of Business Administration is particularly valued in marketing management circles. Hiring managers for higher-level positions in the field often seek the training in management, leadership, business strategies, finance, product development, and corporate communications that these degree programs provide.