Marketing Executive

Resources

What Is Marketing Management? An Intro
Having a plan for informing the public about your products and services can help your company develop its identity and build a consumer base. Marketing management is an essential part of how a company grows and carries out its business plan. This guide addresses the basics of marketing management and explains the different roles that can improve marketing strategies at a business.

Quick Navigation

What is marketing management?
Why is marketing management important to business?
Elements of marketing management
Roles to hire for marketing management
Frequently asked questions about marketing management

Are you a job seeker? Find jobs.
What is marketing management?
Marketing management refers to the strategies, tools and analyses used in promoting a business. Businesses use marketing management techniques to identify opportunities for growth and connect effectively with new target markets. It coordinates advertising efforts across platforms to promote a brand’s image and capture as many potential customers as possible.

Marketing management also involves reflecting on the impact of past marketing campaigns and customer outreach efforts, using customer feedback and sales trends to adjust a company’s overall marketing plan. It seeks to streamline the way a business builds relationships with customers and connects their products and services with people who could benefit from them.

Why is marketing management important to business?
Good marketing management drives business success by finding the best ways to reach out to customers and grow sales. Businesses need strong marketing strategies to stay competitive within their industry, find new customers and retain current clients.

Marketing management helps new businesses find a niche or expand into multiple segments based on past experience selling to different audiences. Advertising and customer engagement connect with those audiences to build a company reputation. As your marketing strategy develops, you can analyze customer interactions and buying patterns to learn more about your ideal customer and how to pique their interest in your products or services.

Elements of marketing management
Goal-setting
The basis of marketing management is setting achievable goals and creating a timeline to meet benchmarks towards success. Managing marketing at your business involves understanding the different factors that influence customers in your ideal market to make a purchase, then making goals based on targeting those factors. When setting goals to facilitate marketing management, include sales goals, budgeting expectations and brand development plans.

Coordination
Carrying out marketing campaigns requires collaboration between company leaders, creative teams and front-facing staff. A strong marketing management plan aligns company messaging across different marketing channels such as digital marketing, social media marketing and print advertising. To effectively coordinate marketing efforts, business owners develop a central vision for their brand to guide how marketing materials look and how brand ambassadors interact with their audience.

Market research
Marketing management is based on thorough market research. Gather customer data and assess economic patterns to see trends in what consumers want to buy and why they make those purchases. Market research identifies areas where your business could succeed and highlights potential challenges that your business needs to address. Use market research to develop a marketing plan centered on the consumer experience.

Relationship-building
Effective marketing management strategy brings in new customers and builds sustained relationships with old customers to encourage repeat purchases and word-of-mouth marketing. When the public is aware of your product, engaging with them through digital content, social media and professional networking can make them feel invested in your company. Marketing management guides a company’s values to align with consumers, providing shared goals to strengthen their relationship with a base of dedicated customers.

Idea generation
Great marketing is agile and can adapt to changing market trends. Ongoing market research and analysis helps businesses generate ideas to stay relevant to their audience or re-brand their business to reach a new niche. Once you understand why your company appeals to consumers, you can focus on creating new products and services that build on that appeal.

Roles to hire for marketing management
To grow your customer base, hire a team of marketing professionals that can oversee and implement marketing management strategies. Roles to consider include:
Marketing manager
Marketing managers are in charge of how a company promotes products and services to the public. They are usually in charge of a specific product line or campaign. They have an in-depth understanding of what marketing channels reach different demogra