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What is Marketing Management? Importance & Responsibility

15 May, 2024

Marketing management is a crucial aspect of any business, playing a pivotal role in the success and growth of organizations across industries. This discipline involves the strategic planning, implementation, and control of marketing activities to achieve organizational objectives and meet customer's needs effectively.

This article delves into the essence of marketing management, exploring its significance in the business world and outlining the key responsibilities that marketing managers must undertake to ensure their company's success. In addition, let's find out the salary and answer the question: What do you need to become a marketing manager?

What is marketing management?

what is marketing management

Marketing management is defined by various authors in slightly different ways, but the core concepts remain consistent. Here are some definitions from notable marketing scholars:

Philip Kotler - "Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value."

Peter Drucker - "Marketing management is looking at the business from the customer's point of view."

American Marketing Association (AMA) - "Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals."

Jerome McCarthy - "Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals."

These definitions collectively highlight marketing management as a strategic process involving planning, execution, and control of marketing activities to meet customer's needs while achieving organizational goals.

Importance of marketing management

importance of marketing management

Marketing management plays a vital role in the success of any organization, regardless of size or industry. Here's a closer look at why it's so important:

  • Understanding Customer Needs

Marketing management provides valuable data and insights into customer needs, preferences, and buying behavior. That allows companies to develop products and services that resonate with their target audience, ultimately leading to higher customer satisfaction and sales.

  • Building Brand Awareness and Reputation

Marketing builds brand awareness and establishes a strong brand identity. A well-recognized brand is more likely to be trusted and chosen by consumers, leading to increased sales and customer loyalty.

  • Driving Sales and Revenue

Marketing management plays a crucial role in driving sales and revenue growth for businesses. Marketing implements strategic marketing initiatives, such as promotional campaigns and pricing strategies. Marketing managers can attract new customers, retain existing ones, and increase sales.

  • Differentiating from Competitors

In today's competitive marketplace, differentiation is key to standing out. Marketing management strategies help a company differentiate itself from competitors. By highlighting unique selling points and effectively communicating value propositions, companies can attract customers and gain a competitive edge.

  • Staying Relevant and Adapting

The business environment is constantly evolving, with changes in consumer preferences, market trends, and competitive dynamics. Marketing management helps businesses to stay informed about industry trends and adapt their strategies accordingly. That ensures they remain relevant to their target audience and competitive within the market, allowing them to capitalize on new opportunities and stay ahead of the curve.

  • Building Customer Relationships

Strong customer relationships are essential for long-term business success. Marketing management helps businesses build and nurture relationships with customers through effective communication, engagement, and customer service initiatives, leading to increased customer loyalty and retention.

Overall, marketing management is essential for businesses to achieve their goals, drive growth, and maintain a competitive edge in the marketplace. By understanding customer needs, building strong brands, driving sales, and adapting to market changes, marketing managers play a vital role in the success of businesses and organizations across industries.

What is marketing management responsible for?

what is marketing management responsible for

Marketing management is responsible for a wide range of activities aimed at achieving and driving business growth. Some key responsibilities of marketing management include:

  • Market Analysis

Marketing managers conduct market research to understand the target audience, their needs, wants, and buying behaviors. They also analyze competitors to identify their strengths and weaknesses.

  • Strategic Planning

Based on market research and goals, marketing managers create strategies that outline how the company will reach its target audience and achieve its objectives. Strategic planning might involve developing a brand message, choosing suitable marketing channels, and creating a budget.

  • Marketing Mix (4 Ps)

    Traditionally, marketing strategies are built around the "marketing mix" which consists of 4 Ps:

    - Product: Developing or improving products or services to meet customer needs. Marketing managers collaborate with product development teams to identify customer needs and preferences, develop new products or improve existing ones, and ensure that products meet market demand.

    - Price: Determining the appropriate pricing strategy to maximize sales and profits. Marketers can determine pricing strategies based on production costs, competitor pricing, and customer perceptions. Marketing management aims to set prices that maximize profits while remaining competitive in the market.

    - Place: Choosing the appropriate distribution channels to get products or services to the target market. That could be online sales, physical stores, or a combination either.

    - Promotion: Develop communication strategies to promote the product or service to the target audience. That includes advertising, public relations, social media, and content marketing.

  • Brand Management

Marketers can build and manage the organization's brand image and reputation through consistent messaging, branding guidelines, and customer experiences.

  • Customer Relationship Management (CRM)

Building and maintaining positive relationships with customers is essential for long-term success. Marketing management often combines CRM strategies to understand and cater to customer needs. 

  • Performance Measurement and Analysis

Tracking and evaluating the performance of marketing initiatives using key performance indicators (KPIs) such as sales, market share, customer satisfaction, and return on investment (ROI). Marketing management uses this data to make informed decisions and refine marketing strategies over time.

  • Implementation and Control

Once the marketing strategy is defined, the marketing manager oversees its implementation by various marketing teams. They also track and analyze results to see if the strategies are effective and make adjustments as needed.

  • Digital Marketing

In today's digital age, online marketing strategies like social media marketing, search engine optimization (SEO), and content marketing are crucial aspects of marketing management.

Overall, marketing management is a dynamic process that requires continuous adaptation based on market trends, customer feedback, and competitor activity.

What do you need to become a marketing manager?

what do you need to become a marketing manager

The career path to becoming a marketing manager can vary depending on your experience, educational background, and the specific industry you are interested in. However, with a solid foundation in marketing principles, relevant experience, and continuous learning, you can increase your chances of landing a marketing manager role.

Educational Background

A bachelor's degree in marketing, business administration, communications, or a related field is typically required. Some employers may prefer candidates with a Master of Business Administration (MBA) with a marketing specialization.

Essential Skills

Marketing management is a multifaceted field that requires a diverse set of skills to effectively drive a company’s marketing strategy and achieve business goals. Here are some essential skills that marketing managers should possess:

  • Marketing Knowledge

A strong understanding of marketing principles, including market research, consumer behavior, branding, product marketing, and marketing channels (digital marketing, social media marketing, etc.) is significant.

  • Communication Skills

Excellent written and verbal communication skills are essential to convey marketing messages effectively to many audiences.

  • Analytical Skills

The ability to analyze data, interpret market research, and track marketing campaign performance is necessary for making data-driven decisions.

  • Creativity and Strategic Thinking

Marketing managers need creativity to develop innovative marketing campaigns and strategic thinking to plan and implement effective marketing strategies.

  • Leadership and Interpersonal Skills

The ability to lead and collaborate with marketing teams as well as work effectively with other departments within the organization, is noticeable.


Entry-level marketing positions, such as marketing assistant, social media coordinator, or content marketing specialist, can provide valuable experience and help develop the necessary skills.

3-5 years of experience in a marketing role is often preferred for marketing manager positions.

Additional Certifications

While not always mandatory, certifications can enhance your resume and demonstrate expertise in specific marketing areas. Some examples include:

  • Google Analytics Individual Qualification (IQ)
  • HubSpot Inbound Marketing Certification
  • Social Media Marketing Certification from platforms like Facebook or LinkedIn

Important Traits

To excel as a marketing manager, possessing the right traits is just as crucial as having the necessary skills. Here are some important traits that contribute to a marketing manager's success:

  • Passion for Marketing

Having a genuine interest in marketing trends, and consumer behavior, and creating effective marketing campaigns is a plus mark.

  • Adaptability and Problem-solving Skills

The marketing landscape is constantly evolving, so the ability to adapt to new technologies and solve marketing challenges is essential.

  • Strong Work Ethic and Time Management

Marketing managers often juggle multiple tasks and projects simultaneously, so excellent time management and a strong work ethic are crucial.

Marketing management salary

Marketing management is a well-compensated profession, reflecting the critical role these professionals play in driving business growth and success. Join us to explore the salary for marketing manager positions in the Indian and U.S. markets.

Marketing management salary in India

Marketing management stands out as one of the highly-paid career paths in India, offering substantial financial rewards and significant professional growth opportunities. 

The salary of marketing managers in India can vary depending on factors such as location, industry, company size, level of experience, and educational qualifications. However, according to various sources and industry reports, the average salary range for marketing managers in India is approximately USD 7,500 to USD 15,000 per annum.

New graduates will receive a starting salary averaging around USD 2,253 annually. As professionals advance in their careers and accumulate more experience, their earning potential increases significantly. Mid-career marketing managers typically earn around USD 7,509 per year. For those who reach senior-level positions with extensive experience and a proven track record of success, annual salaries can soar to over USD 15,019.

As markets continue to evolve and digital transformation reshapes the landscape, the demand for skilled marketing managers is poised to grow, further enhancing the career prospects and earning potential in this field. For individuals with a passion for creativity, strategic thinking, and customer engagement, a career in marketing management offers financial rewards and a dynamic professional journey.

Marketing management salary in the U.S

According to the U.S. Bureau of Labor Statistics, the average salary for a marketing manager in the United States is relatively high compared to other fields. Entry-level marketing employees earn an average of about USD 60,000 per year. Marketing managers, who typically have more years of experience and a broader range of responsibilities, earn an average annual salary of around USD 110,000. This significant increase in pay underscores the importance of strategic leadership and the ability to oversee comprehensive marketing plans that align with business objectives.

It's important to note that these salary figures are approximate and can vary based on individual factors such as location and industry. For example, marketing managers working in industries such as technology, finance, and healthcare may earn higher salaries compared to those in other industries. Additionally, pay rates may be higher in metropolitan areas with higher costs of living, such as New York City, San Francisco, and Los Angeles, compared to other regions in the United States. Employers may also offer additional benefits and perks, such as bonuses, incentives, healthcare benefits, and stock options, which can impact overall compensation packages for marketing managers.


In conclusion, marketing management is a critical component of any business's success, encompassing the strategic planning, execution, and oversight of marketing activities to achieve organizational goals and satisfy customer needs. The importance of marketing management lies in its ability to drive business growth, foster customer engagement, and maintain a competitive edge in the market. 

Effective marketing managers must possess essential skills and traits, including strategic thinking, creativity, analytical prowess, and strong leadership abilities. They bear significant responsibilities, from market research and product development to crafting compelling campaigns and optimizing the customer journey. 

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