Marketing Manager

In this career guide, you’ll learn everything you need to know about marketing as a career, from roles and responsibilities, to work environment, salary and roadmap to becoming a Marketing Manager.

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Who's a Marketing Manager?

Ever look at an ad online and think – wow, that’s a great way to sell a product? Do you enjoy planning events and creating hype around them? If this sounds like you, you need to seriously think about a career in marketing!

As a marketing manager, you’ll study your audience, understand what they like and what they don’t, and come up with the best ways to sell a product or service to them. Marketing managers are the people who make sure that their customers love the brand and keep buying it!

Responsibilities

What would you do?

Understanding what the market – and customers – are looking for.

As a marketing manager, you need to know what your customers like and what they don’t. You can do this by conducting surveys, keeping a close eye on what’s trending, and keeping yourself updated on what your audience likes and what they don’t.

For example, The TV advertisements used by Hutch (now Vi) – the Pug follows the boy to the barber shop and wherever else he goes, to show the message of ‘Wherever you go our network follows’. They found a great way to get people’s attention (cute pets), and then used it to promote their service.

Finding the best way to reach out to your target audience.

Once you know exactly who your audience is, get to know them even better. How do they talk online? What kinds of posts do they like? Which other brands do they follow? What are the kinds of issues they are facing? Treat them like you would treat a good friend, and your campaign will definitely work well!

Example: Say you had to sell a product to college students. Your first platform to sell this product would probably be social media, because your audience spends a lot of time there.

Coming up with cool campaigns to sell products.

Have you ever seen an advertisement for shoes, and thought, “Wow! What a great way to sell shoes!”

But, there are so many shoes in the market! Why did that one brand catch your attention? Was it the ad, or the line? That’s what marketers do – come up with cool, creative ideas to sell products.

For example, Surf Excel’s ad campaign “Daag acche hain” showed a small boy taking revenge on mud for dirtying his sister’s clothes, and getting himself dirty in the process. This was a very innovative way to market a detergent – by telling people to focus on life, while they take care of the stains.

Working with advertising and public relations agencies.

Once your idea is in place, you will need help to make it come to life. That’s where advertising agencies come in! A Public Relations (PR) agency will help your ideas reach the right audience and turn them into loyal brand users.

For example: A few years ago, Maggi Noodles were banned due to issues with the health department. All through this, Nestle’s PR agency made sure that people did not lose faith in Maggi by keeping them updated about the ban. When the product was back on the shelves, they came back with excellent campaigns like #WeMissYouMaggi and #MeriMaggiSafeThiSafeHain.

Coordinating with other teams in the company.

Marketing is just one part of sales. As the captain of your ship, it is up to you to work with other teams like distribution to know how many products should be sold, customer service for feedback on the product, etc.

For example: Say you like baking cakes and want to start selling them. You need to know how much you can sell them for, how many you would want to sell in a week, who would you want to sell to, etc. That’s when you will speak to experts from different departments and come up with a foolproof plan to sell your cakes.

Take the Mentoria career assessment test, to find out how well-suited you are as a Marketing Manager.

Workplace

Where would you work?

Office

As a marketing manager, you would mostly work from an office. As your job needs you to constantly be in touch with other departments like sales, advertising, PR; working from the office will be convenient.

Home

You also have an option to work from home or anywhere else as a freelancer.

Events

Since you will be working on quite a few events like product launches, you will also get to travel on the job.

Education

How do you get there?

STEP 1: Class XI-XII/Junior College

If you choose science, you may not get much of a background for a degree in marketing other than economics. But you can still pursue marketing at a graduation level.

STEP 2: Graduate Degree

Depending on whether you want to get into the creative or the business side of marketing, you could pursue both a three-year Bachelor of Mass Media and a three-year Bachelor of Management Studies degree.

However, you will need a comparatively higher score as both of these courses give preference to students from an arts and commerce background respectively.

STEP 3: Internship

Most undergrad degrees go on for three years. Use your summer breaks to land an internship at an advertising or marketing agency. They are the best way to get real experience. You can try different departments in marketing, like the creative parts with graphic designers and copywriters, you can try out brand building with public relations, or you could get into the planning and budgeting team. The more you learn, the better you will know where you fit best.

STEP 4: Portfolio Building

Compile any marketing projects that you’ve worked on, either to do with strategy or designing and copy. Put them into a folder or on your website, and use it as your portfolio.

STEP 5: Land a Job

As a marketer, this will be your first true test, as you need to market yourself and your capabilities to land a job. Join any company as a marketing executive, or join a marketing agency at an entry-level position.

STEP 6: Postgraduate Degree

Once you have a few years of experience on the job and feel like you want to learn more, you can pursue a Master’s degree. You can also pursue your postgraduate degree immediately after your Bachelor’s degree.

Depending on your specialisation, you could pursue a Masters of Business Administration (MBA) course with a specialisation in Marketing. Or you could do a Masters in Mass Communication, or Copywriting, or Graphic Designing.

STEP 1: Class XI-XII/Junior College

With subjects like Accounts, Economics, Finance, etc., Commerce will help you if you’re interested in the budgeting, analysing, and planning part of marketing.

STEP 2: Graduate Degree

If client servicing and brand management is more your thing, then pursue a three-year Bachelor of Management Studies degree from colleges like Jai Hind College (Mumbai), Manipal University (Manipal), etc. A minimum of 60% marks in Class 12 is a must. You can choose Marketing as your specialisation in your second year.

STEP 3: Internship

Most undergrad degrees go on for three years. Use your summer breaks to land an internship at an advertising or marketing agency. You can try out brand building with public relations, or you could get into the planning and budgeting team. The more you learn, the better you will know where you fit best.

STEP 4: Portfolio Building

If you’re thinking of getting into the brand management and strategising part of marketing, make sure your portfolio has any ideas you’ve executed. Any projects that you’ve developed strategies for or for whom you’ve conducted market research must be added to your portfolio.

STEP 5: Land a Job

As a marketer, this will be your first true test, as you need to market yourself and your capabilities to land a job. Join any company as a marketing executive, or join a marketing agency at an entry-level position.

STEP 6: Postgraduate Degree

Once you have a few years of experience on the job and feel like you want to learn more, you can pursue a Master’s degree. You can also pursue your postgraduate degree immediately after your Bachelor’s degree.

Depending on your specialisation, you could pursue a Masters of Business Administration (MBA) course with a specialisation in Marketing from colleges like XLRI (Jamshedpur), IIM (Bangalore), etc.

STEP 1: Class XI-XII/Junior College

If you choose science, you may not get much of a background for a degree in marketing other than economics. But you can still pursue marketing at a graduation level.

STEP 2: Graduate Degree

Depending on whether you want to get into the creative or the business side of marketing, you could pursue both a three-year Bachelor of Mass Media and a three-year Bachelor of Management Studies degree.

However, you will need a comparatively higher score as both of these courses give preference to students from an arts and commerce background respectively.

STEP 3: Internship

Most undergrad degrees go on for three years. Use your summer breaks to land an internship at an advertising or marketing agency. They are the best way to get real experience. You can try different departments in marketing, like the creative parts with graphic designers and copywriters, you can try out brand building with public relations, or you could get into the planning and budgeting team. The more you learn, the better you will know where you fit best.

STEP 4: Portfolio Building

Compile any marketing projects that you’ve worked on, either to do with strategy or designing and copy. Put them into a folder or on your website, and use it as your portfolio.

STEP 5: Land a Job

As a marketer, this will be your first true test, as you need to market yourself and your capabilities to land a job. Join any company as a marketing executive, or join a marketing agency at an entry-level position.

STEP 6: Postgraduate Degree

Once you have a few years of experience on the job and feel like you want to learn more, you can pursue a Master’s degree. You can also pursue your postgraduate degree immediately after your Bachelor’s degree.

Depending on your specialisation, you could pursue a Masters of Business Administration (MBA) course with a specialisation in Marketing. Or you could do a Masters in Mass Communication, or Copywriting, or Graphic Designing.

What skills would you need?

Creative Skills

Creative Skills

Creative skills involve the ability to think outside the box, generate new ideas, and find innovative solutions to problems. These skills include imagination, design thinking, artistic abilities, and the capacity to develop fresh concepts or approaches in different fields, from writing and art to problem-solving in business. Creative skills help you come up with original ideas, improve processes, and develop unique solutions in the workplace. In roles like marketing, design, or product development, creativity is essential for staying competitive and bringing new perspectives to projects or challenges. build this skill
Critical thinking

Critical thinking

Marketing strategies involve a lot of trial and error. You will come up with a lot of ideas that sound great on paper. When you analyse them, you might learn that they can’t be executed as per the budget. You should be able to look at an idea practically and see if it will serve its purpose.

build this skill
Technical Skills

Technical Skills

Technical skills refer to the specific knowledge and abilities required to perform particular tasks, often related to technology, engineering, computer science, or specialized fields. These skills encompass a wide range of competencies, including proficiency in software applications, programming languages, data analysis tools, and technical writing. Mastering technical skills allows individuals to effectively utilise tools and technologies relevant to their job roles. Strong technical skills will enable professionals to troubleshoot issues, implement solutions, and contribute to innovation within their organisations. build this skill
Analytical and Data Skills

Analytical and Data Skills

Analytical and data skills involve the ability to evaluate information, interpret data, and draw insights to solve problems or make informed decisions. These skills require critical thinking, logical reasoning, and proficiency in working with data sets, often using tools like Excel, SQL, or statistical software. This skill set helps you break down complex problems, identify patterns, and make data-driven decisions. In the workplace, strong analytical and data skills allow you to provide insights that guide strategies, optimise processes, and drive innovation. They are essential for roles involving research, business analysis, marketing, finance, and operations. build this skill
Time Management

Time Management

Time management refers to the ability to plan and organise how much time you spend on specific activities. Good time management enables individuals to work smarter rather than harder, helping them prioritise tasks, set goals, and allocate time efficiently. It includes skills such as prioritisation, scheduling, and setting deadlines, allowing individuals to maximise productivity and reduce stress. This skill is especially valuable in fast-paced environments, where the ability to adapt and adjust priorities can significantly impact performance.
Social Skills

Social Skills

Social skills are the abilities that enable effective communication and interaction with others. They encompass a range of interpersonal competencies, including active listening, empathy, non-verbal communication, conflict resolution, and teamwork. These skills help individuals navigate social situations, build relationships, and collaborate effectively in various settings. Having strong social skills is crucial for personal and professional success. They enhance teamwork, foster positive relationships, and improve communication, which can lead to better collaboration and productivity in the workplace. In many professions, especially those involving direct interaction with others—such as education, healthcare, and sales—strong social skills can significantly impact outcomes and overall effectiveness. build this skill
Adaptability

Adaptability

If you have adaptability as a skill, you can easily adjust to new situations, roles, or challenges without losing focus or productivity. You’re able to embrace change, whether it’s a new technology, a shift in team dynamics, or a sudden project requirement. This skill allows you to remain composed during transitions, learn quickly in evolving environments, and stay effective when facing unexpected problems or shifting priorities.
Promotion levels

How do you make it to the top ranks?

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Intern

As an intern, you can work with different departments and understand all that goes into marketing a product. This will give you a clear idea of what you want to do when you’re applying for a job. Use your internship to pick up as much industry knowledge as you can.

Marketing Executive

This is where you do all the cool stuff – developing strategies, coming up with ideas, working on events, creating content, etc. You will work with different teams on different brands. Use this platform to present ideas to your seniors and show off the skills you will master over time.

Senior Marketing Executive

At this level, you get to plan your own campaigns! This will involve coming up with ideas for offline and online marketing, conducting research, analysing trends, etc.

Marketing Manager

As a manager, you still get to work on campaigns, but you will also supervise a team of junior and senior marketing executives and manage a larger set of brands. Moreover, you will maintain and manage relationships with external partners such as PR or ad agencies.

Marketing Head

This is where you become the captain of the ship. You’re the one who assigns different brands to different teams, and looks into every campaign your teams work on. You will also be responsible for the overall quality of work that your teams send out. You will work with board members to develop marketing strategies that support the overall objectives of the organisation. At this stage, you will also decide budgets for campaigns.

Thinking of a career as a Marketing Manager? Take the Mentoria assessment and talk to our career counsellors to get personalised step-by-step guidance for your future career path.

Scope

Pursuing your career locally VS abroad

If you wish to build your career in India, it’s ideal to study here, as it helps you get a better understanding of the local market. There’s a huge demand for marketers in the country thanks to new products and innovations developing at a rapid rate.

While a graduate degree in BMS or BMM is enough to land you a job in this field, you can always look at enhancing your knowledge in the field after a few years of working by opting for MBA or diploma course in marketing. Apply to some of India’s top colleges like IIM Ahmedabad, IIM Bangalore, IFCAI Business School, XLRI and others. This would cost you an average of INR 2,00,000 to 20,00,000. If you don’t wish to pursue a master’s degree, you can always register for online marketing courses offered by universities, private institutes and organisations.

How much

Studying abroad gives you the opportunity to build an international network. With a graduate or master’s degree in marketing abroad, you could increase your chances of landing a job in the country you’re studying, or use it to your advantage while looking for a job in India. Studying abroad will also help you understand marketing from a global perspective, and learn skills that will help you thrive in the global marketing industry.

Some of the top universities to study marketing abroad are USC Marshall School of Business, Texas McCombs School, Alliance Manchester Business School and others. Studying marketing abroad would cost you an average of INR 5,00,000- INR 50,00,000 or more, depending on the university you opt for. UK, Canada, Australia and Singapore are the top countries to study marketing abroad.

Payscale

How much would you get paid?

Your exact salary will depend on where you’re working, your education, skill-set and internship experience. As a freelancer, you can charge per campaign or promotion, depending on your experience and credibility.


Specialisations

What are your career options?

Social Media

Social media has become quite an in-demand career option for marketing professionals. Specialising in social media involves working on social media campaigns, ads, creating reports, engaging with followers, and building an interactive and loyal online community. A social media manager needs to know all the latest social media trends and come up with innovative ideas to help brands maintain an active social media presence.

Product Marketing

Product marketing managers learn all they can about the product at hand and decide how the product will be pitched to customers. At events, they give product demonstrations so that customers understand how and what to use the product for. A product marketing manager needs to be well-versed with the market – competitors, trends, buying behaviour, etc. to be able to find the best pitch for the product. Without a product marketing manager, the value of the product would not be clear.

Media Buying

A media buyer buys and manages advertising space and airtime on behalf of their clients. This means finding the right advertising space and showing ads to the right target audience at a cost that is beneficial to the company. Media buyers are an important part of advertising and media agencies, and newspapers.

Brand Management

A brand manager works on building a good reputation for the brand among its audience, looks for new marketing opportunities, plans ad campaigns, conducts regular research and works with the creative team to create an effective campaign. This requires you to have an in-depth understanding of your brand and its audience.

Digital Marketing

A digital marketing manager is responsible for developing, implementing, and managing marketing campaigns, as well as promoting a company and its products or services on digital platforms. The job involves improving the company’s brand awareness in the digital space through various online marketing campaigns. Conducting research, building brand awareness, driving leads, and preparing reports are some of the daily tasks you would take up in this role.

Public Relations

PR professionals manage a brand’s reputation, and plan various activities to build good relations with its audience. They help the brand build a strong and positive presence in the market. As a PR professional, you would write press releases, analyse public opinion, come up with strategies, and plan special public and media-related events. If your brand gets bad reviews or goes through a crisis, you’re the one who helps restore your audience’s trust in the brand.

Advertising

An advertising manager plans and directs various promotional and advertising campaigns for the brand. Your primary job would be building public interest in a product or a service by planning effective advertising strategies. Negotiating advertising contracts, planning the ads, inspecting the layout of the print ad designs and conducting market research are a few of the tasks that an advertising manager is expected to do on a daily basis.  Hiring and retaining creative talent and working closely with the sales team are also the responsibilities of the advertising manager.

Content Writing

“Copy” or content plays a very important role in marketing a product or service. Take Buzzfeed, for instance, who uses its witty listicles and video content to subtly push products and services to the right target audience. As a copywriter or content writer, you could further specialise in SEO content writing, social media content writing, corporate communication and many others.

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QUIZ

#CAREERREADY QUIZ

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Take the quiz to test your knowledge and find out how #CareerReady you are!

 

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1. What do marketing managers do?

2. Which is the best way to get experience while studying to become a marketing manager?

3. Which of these functional skills isn’t required to be a good marketing manager?

4. Which of these soft skills is an absolute must-have for a marketing manager?

5. Which of these technical skills should a marketing manager ideally have?

6. What does a Senior Marketing Executive do?

7. Which of the following is a specialised career in marketing?

8. Which of the following best describes what a Digital Marketing Manager does?

9. Which of the following is not a benefit of studying marketing abroad?

10. Which of the following is not a challenge faced by marketing managers?

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