Summary Report for: Marketing ManagersSummary Report for: 11-2021.00 – Marketing Managers.

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm’s profits or share of the market while ensuring the firm’s customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

Sample of reported job titles: Account Supervisor, Brand Manager, Business Development Director, Business Development Manager, Commercial Lines Manager, Market Development Executive, Marketing Coordinator, Marketing Director, Marketing Manager, Product Manager.


Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors. Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers. Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections. Develop pricing strategies, balancing firm objectives and customer satisfaction. Compile lists describing product or service offerings. Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities. Consult with product development personnel on product specifications such as design, color, or packaging. Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends. Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies. Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services. Initiate market research studies or analyze their findings. Confer with legal staff to resolve problems, such as copyright infringement or royalty sharing with outside producers or distributors. Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand. Consult with buying personnel to gain advice regarding environmentally sound or sustainable products. Conduct economic or commercial surveys to identify potential markets for products or services. Recommend modifications to products, packaging, production processes, or other characteristics to improve the environmental soundness or sustainability of products. Advise business or other groups on local, national, or international factors affecting the buying or selling of products or services.

Technology Skills.

Access software — Citrix Accounting software — Fund accounting software; Intuit QuickBooks ; Tax software Analytical or scientific software — Minitab ; Nedstat Sitestat; SAS ; StataCorp Stata (see all 8 examples) Application server software — GitHub Business intelligence and data analysis software — IBM Cognos Impromptu ; Oracle Business Intelligence Enterprise Edition ; Qlik Tech QlikView ; Tableau (see all 5 examples) Communications server software — IBM Domino Content workflow software — Atlassian JIRA Customer relationship management CRM software — Blackbaud The Raiser’s Edge; Oracle Eloqua; QAD Marketing Automation; Salesforce software (see all 9 examples) Data base management system software — Apache Solr ; Elasticsearch ; Oracle PL/SQL ; Teradata Database (see all 9 examples) Data base reporting software — Database reporting software Data base user interface and query software — AEC Software FastTrack; Amazon Redshift ; Microsoft Access ; Oracle software (see all 14 examples) Data mining software — Google Analytics Desktop publishing software — Adobe Systems Adobe InDesign ; Microsoft Publisher Development environment software — Adobe Systems Adobe ActionScript; C; Microsoft Visual Basic for Applications VBA ; Ruby (see all 7 examples) Document management software — Adobe Systems Adobe Acrobat ; Adobe Systems Adobe Reader Electronic mail software — IBM Notes ; Microsoft Outlook Enterprise application integration software — Extensible markup language XML ; IBM InfoSphere DataStage Enterprise resource planning ERP software — Microsoft Dynamics ; NetSuite ERP ; Oracle PeopleSoft ; SAP (see all 8 examples) Enterprise system management software — IBM Power Systems software; Splunk Enterprise Expert system software — Oracle Beehive Financial analysis software — Delphi Technology; Oracle E-Business Suite Financials Graphics or photo imaging software — Adobe Systems Adobe Creative Cloud ; Adobe Systems Adobe Illustrator ; Microsoft Visio ; SmugMug Flickr (see all 7 examples) Information retrieval or search software — LexisNexis Internet browser software — Web browser software Object or component oriented development software — Jupyter Notebook; Python ; R ; Swift Office suite software — Google Drive ; Microsoft Office Operating system software — Apple macOS Presentation software — Microsoft PowerPoint Project management software — Confluence ; Microsoft Project ; Microsoft SharePoint Sales and marketing software — Google AdWords ; Marketo Marketing Automation Spreadsheet software — Microsoft Excel Transaction security and virus protection software — McAfee; Symantec Transaction server software — Armand Morin MultiTrack Generator Video creation and editing software — Adobe Systems Adobe AfterEffects ; Apple Final Cut Pro; YouTube Web page creation and editing software — Adobe Systems Adobe Dreamweaver; Facebook ; LinkedIn ; Social media sites Web platform development software — Drupal ; Hypertext markup language HTML ; JavaScript ; Ruby on Rails (see all 10 examples) Word processing software — Google Docs ; Microsoft Word.

Hot Technology — a technology requirement frequently included in employer job postings.

Tools Used.

Desktop computers Laser fax machine — Laser facsimile machines Notebook computers Personal computers Personal digital assistant PDAs or organizers — Personal digital assistants PDA Photocopiers Scanners Tablet computers.


Sales and Marketing — Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems. English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar. Administration and Management — Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources. Customer and Personal Service — Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction. Communications and Media — Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media. Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming. Mathematics — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications. Design — Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models. Economics and Accounting — Knowledge of economic and accounting principles and practices, the financial markets, banking and the analysis and reporting of financial data. Education and Training — Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects. Clerical — Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.


Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making. Active Listening — Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times. Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems. Reading Comprehension — Understanding written sentences and paragraphs in work related documents. Social Perceptiveness — Being aware of others’ reactions and understanding why they react as they do. Speaking — Talking to others to convey information effectively. Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one. Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action. Persuasion — Persuading others to change their minds or behavior. Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions. Negotiation — Bringing others together and trying to reconcile differences. Coordination — Adjusting actions in relation to others’ actions. Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system. Time Management — Managing one’s own time and the time of others. Management of Personnel Resources — Motivating, developing, and directing people as they work, identifying the best people for the job. Operations Analysis — Analyzing needs and product requirements to create a design. Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes. Writing — Communicating effectively in writing as appropriate for the needs of the audience. Learning Strategies — Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things. Service Orientation — Actively looking for ways to help people. Instructing — Teaching others how to do something.


Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences. Oral Expression — The ability to communicate information and ideas in speaking so others will understand. Written Comprehension — The ability to read and understand information and ideas presented in writing. Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense. Written Expression — The ability to communicate information and ideas in writing so others will understand. Fluency of Ideas — The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity). Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events). Speech Clarity — The ability to speak clearly so others can understand you. Originality — The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem. Problem Sensitivity — The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem. Speech Recognition — The ability to identify and understand the speech of another person. Near Vision — The ability to see details at close range (within a few feet of the observer). Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways. Information Ordering — The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations). Mathematical Reasoning — The ability to choose the right mathematical methods or formulas to solve a problem. Number Facility — The ability to add, subtract, multiply, or divide quickly and correctly. Flexibility of Closure — The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material. Visualization — The ability to imagine how something will look after it is moved around or when its parts are moved or rearranged.

Work Activities.

Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person. Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time. Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information. Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems. Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work. Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources. Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions. Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions. Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events. Communicating with Persons Outside Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail. Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members. Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them. Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks. Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance. Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job. Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts. Resolving Conflicts and Negotiating with Others — Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others. Estimating the Quantifiable Characteristics of Products, Events, or Information — Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity. Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used. Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others. Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills. Judging the Qualities of Things, Services, or People — Assessing the value, importance, or quality of things or people. Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data. Monitor Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems. Monitoring and Controlling Resources — Monitoring and controlling resources and overseeing the spending of money. Provide Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics. Training and Teaching Others — Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others. Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.

Detailed Work Activities.

Develop marketing plans or strategies. Evaluate program effectiveness. Direct sales, marketing, or customer service activities. Analyze data to inform operational decisions or activities. Estimate cost or material requirements. Determine pricing or monetary policies. Compile operational data. Supervise employees. Confer with organizational members to accomplish work activities. Analyze market research data. Analyze forecasting data to improve business decisions. Monitor external affairs or events affecting business operations. Negotiate contracts for transportation, distribution, or logistics services. Coordinate special events or programs. Conduct opinion surveys or needs assessments. Develop sustainable organizational policies or practices. Recommend organizational process or policy changes. Advise others on business or operational matters. Develop marketing plans or strategies for environmental initiatives.

Work Context.

Electronic Mail — 100% responded “Every day.” Telephone — 92% responded “Every day.” Face-to-Face Discussions — 79% responded “Every day.” Work With Work Group or Team — 70% responded “Extremely important.” Structured versus Unstructured Work — 64% responded “A lot of freedom.” Contact With Others — 69% responded “Constant contact with others.” Duration of Typical Work Week — 81% responded “More than 40 hours.” Indoors, Environmentally Controlled — 80% responded “Every day.” Freedom to Make Decisions — 49% responded “Some freedom.” Spend Time Sitting — 52% responded “Continually or almost continually.” Coordinate or Lead Others — 51% responded “Extremely important.” Deal With External Customers — 49% responded “Extremely important.” Time Pressure — 55% responded “Once a week or more but not every day.” Impact of Decisions on Co-workers or Company Results — 41% responded “Very important results.” Frequency of Decision Making — 42% responded “Every day.” Responsibility for Outcomes and Results — 44% responded “High responsibility.” Level of Competition — 44% responded “Extremely competitive.” Importance of Being Exact or Accurate — 57% responded “Very important.” Letters and Memos — 41% responded “Once a week or more but not every day.” Public Speaking — 54% responded “Once a week or more but not every day.” Frequency of Conflict Situations — 34% responded “Once a year or more but not every month.”

Job Zone.

Title Job Zone Four: Considerable Preparation Needed Education Most of these occupations require a four-year bachelor’s degree, but some do not. Related Experience A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified. Job Training Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training. Job Zone Examples Many of these occupations involve coordinating, supervising, managing, or training others. Examples include real estate brokers, sales managers, database administrators, graphic designers, chemists, art directors, and cost estimators. SVP Range (7.0 to Want to discover your interests? Take the O*NET Interest Profiler at My Next Move.

Enterprising — Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business. Conventional — Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.