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Role of a Marketing Manager

Role of a Marketing Manager

A marketing manager is skilled at getting the word out! Explore diverse roles in this realm and learn how to acquire the skills to secure your spot. We will analyze these key roles of a marketing manager in depth below.

Check out this video from Intellipaat and get better clarity on Digital Marketing concepts:

What is a Marketing Manager?

Marketing managers are like captains of promotion, guiding businesses and products into the spotlight. They spin captivating stories and launch smart campaigns to introduce new customers.

For this mid-level role, having wide-ranging marketing experience is a plus. Marketing managers lead diverse tasks like launches, ads, emails, events, and social media. They devise marketing plans, collaborate with other teams, and measure how well marketing is doing.

Understanding the market and who’d love the product is key. Crucially, grasp how your offering benefits customers. Dig into market research and create buyer personas for insights.

In different companies, tasks change. Small ones might need a general touch; big ones could focus on digital, product, or content marketing. Adapt to fit the business’s needs.

What are the Roles of a Marketing Manager?

The Marketing Manager has many tasks, which include getting customers interested, finding potential customers, and helping the organization grow. Here are some key roles and responsibilities for a Marketing Manager:

  1. Strategic Planning:
    To find opportunities for growth, experts need to analyze market trends, competition, and consumer behavior to develop comprehensive marketing strategies
  2. Campaign Management:
    Designing, coordinating, and supervising marketing campaigns are some of the responsibilities that are required to be followed across various channels, such as digital media, print, television, radio, and more. This includes setting campaign goals, creating content, managing budgets, and measuring results.
  3. Market Research:
    Conducting thorough market research is imperative to understanding target audiences, their preferences, needs, and buying behaviors. This data informs the development of effective marketing strategies and messages.
  4. Product Positioning:
    Working with product development teams to find the special qualities and features of products or services in order to create plans to position the offerings effectively.
  5. Brand Management:
    To make sure the brand’s image and identity are consistent in all marketing materials and touchpoints.
  6. Team Leadership:
    Supervising and guiding the marketing team, including copywriters, designers, social media specialists, and more, are also included in this role. This involves setting clear objectives, providing direction, and fostering a collaborative environment.
  7. Digital Marketing:
    Manage online marketing, like social media, email campaigns, content creation, SEO, PPC advertising, and more.
  8. Budget Management:
    Develop and manage the marketing budget, and also allocate resources effectively across different campaigns and initiatives. This will maximize our return on investment (ROI).
  9. Analytics and Reporting:
    Monitor and analyze marketing campaigns using different metrics and key performance indicators. Adjusting strategies based on data insights to optimize results.
  10. Partnerships and Collaborations:
    Finding partnerships, collaborations, and sponsorships that match the brand’s values and goals.
  11. Event Planning:
    We organize and promote events, shows, conferences, and other activities to engage customers and showcase products or services.
  12. Customer Relationship Management (CRM):
    With CRM systems, professionals organize customer data, categorize audiences, and create personalized marketing campaigns for specific customer segments.
  13. Public Relations:
    Manage public relations, such as the media, customers, and other stakeholders to maintain positive relationships. Also, addressing any potential PR crisis effectively is equally important.
  14. Competitor Analysis:
    To find ways to stand out and get better, we need to monitor what our competitors are doing.
  15. Staying Current:
    To remain competitive, the organization stays updated on industry trends, new technologies, and changes in consumer behavior.

A Marketing Manager is important for a company’s growth. They promote products and build a strong brand. The roles and responsibilities may differ depending on the company’s size, industry, and goals.

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Key Skills of Marketing Manager

Some notable skills of a marketing manager are mentioned below:

  • Communication
    A good marketing manager needs this important skill: being a top manager in marketing. It is a two-way process. To be a great marketer, it’s important to listen, understand others, express yourself correctly, and convey the right message. They engage and convince the right audience at the right time.
  • Curiosity, innovative thinking, and creativity
    Creative thinking can generate innovative ideas for captivating campaigns and marketing tactics.
  •  Interpersonal skills and networking
    Marketing management involves many tasks within and outside the company. Interpersonal skills are the abilities and techniques we use to communicate and work with others.
  •  Adaptability
    Accepting and prospering in the face of change. Keeping up with current events. Monitoring, identifying weaknesses, and adapting strategies to explore new possibilities and generate fresh ideas.
  • Analytical skills
    To sort and study data to assess how well marketing activities are working.
  •  Project management skills
    When handling lots of campaigns, clients, or projects, good planning and execution are crucial.
  • Critical thinking and problem-solving skills
    You should spot a problem, figure out what’s going on, find the best answer, tweak things if needed, and stick to your plan.
  • Good teamwork skills
    Teamwork is the key to great marketing. Lead, organize, and inspire team members, assigning tasks to the appropriate individuals.
  • Technical skills
    Technical skills such as Interactive media management, Graphic and web design (Adobe InDesign, Photoshop, Illustrator, After Effects, and Premiere), UX/UI research and design, and Database management add more expertise 

How to Become a Marketing Manager

If you want to learn more about entering the workforce in business or marketing management, there are many online resources available. 

Intellipaat’s Digital Marketing Course Certification is one such training program. This course is for people who want to learn digital marketing and gain practical experience. It’s great for beginners and experienced marketers who want to improve their skills. You’ll learn about SEM, SEO, web analytics, and social media marketing through hands-on practice. Let’s find out more:

The Roadmap to Becoming a Marketing Manager

The actions described below are a good place to start your quest.

Step 1: Get a Bachelor’s Degree

A marketing bachelor’s degree is the first step towards becoming a marketing manager.

This degree combines traditional business methods with new techniques and modern technologies. It covers data analytics, SEO, content management, multimedia, and user interface design. The goal is to prepare students for the fast-paced marketing industry.

To study, you need to learn about interactive marketing, advanced analytics in consumer behavior, and customer-focused product development. MBA and marketing degree programs help students gain many useful skills for successful careers.

Step 2: Get Relevant Work Experience

Usually, an entry-level job is the first step to becoming a marketing manager. Entry-level marketing employees often start in positions like marketing event experts or project/accounts/social media coordinators.

Entry-level marketing positions usually report to mid-level managers, such as account administrators or media planners. These managers are often client service executives. Marketing managers can come from the same mid-level group or oversee the entire marketing unit, depending on the company’s size and structure. 

To become a marketing manager, you need on-the-job experience with a reputable organization. You will learn about messaging, target customers, finances, and business operations through this experience.

Step 3: Look for an Entry-Level Marketing Position

As a digital marketer, you can pursue a variety of marketing careers. Before becoming a marketing manager, you should have worked as a marketing assistant, advertising assistant, or sales representative for a few years.

Once you have enough work experience, show the department you’re ready for a promotion to Marketing Manager.

Step 4: Develop Expertise in Marketing Abilities

A marketing manager’s work requires strong communication, sales, and presentation skills. As a result, they must be capable of working on many projects at the same time. Experts must also understand current marketing trends.

Marketing Managers require strong leadership skills. They must also recruit, develop, and motivate their staff. To be a great marketer, you must have strong internet and computer skills. 

Step 5: Become a Member of a Professional Marketing Organization

A marketing group can keep you updated on the latest marketing advancements. This will give you a chance to meet and connect with other professionals in your field. Such memberships are available from a variety of organizations.

Marketing Manager’s Career Path

After becoming a marketing manager, marketing still offers fulfilling career options. There are several opportunities for progression and specialization. If you’re interested in being a marketing manager, here are some job titles you might have:

  • Chief Marketing Officer (CMO)
  • VP of marketing
  • Director of Marketing
  • Marketing group manager
  • Specialized marketing manager — Brand, content, digital, etc.

Marketing an excellent product or service is rewarding. Marketing managers contribute to the growth of the business in a variety of ways. Doing this job requires dedication, but it’s inspiring and impactful.

What is the Salary of a Marketing Manager?

The average salary of a Marketing Manager in India is INR 7,00,000 per year. The salary of a Marketing Manager can vary based on experience, skills, and location. A Marketing Manager with 5+ years of experience at a prestigious company in Mumbai can earn INR 27,00,000 per year. A Marketing Manager with 2 years of experience in a small Bangalore company can earn INR 5,00,000 per year.

Here are some of the factors that can affect the salary of a Marketing Manager:

  • Experience: The more experience a Marketing Manager has, the higher their salary will be.
  • Skills: The more specialized skills a Marketing Manager has, the higher their salary will be. A Marketing Manager who knows SEO or PPC earns more than someone with general marketing skills.
  • Location: The salary of a Marketing Manager can vary depending on the location. Marketing Managers in big cities such as Mumbai and Delhi often earn higher salaries than those in smaller cities.
  • Industry: The industry that the Marketing Manager works in can also affect their salary. Marketing Managers in the IT industry usually make more money than those in retail.
RoleAverage salary (INR)/ annumJob vacancies Responsibilities
Digital Marketing Manager₹ 3.8 Lakhs to ₹ 21.8 Lakhs10,000+Develop and execute digital marketing strategies, manage social media campaigns, track and analyze marketing performance, and optimize marketing campaigns.
Project Marketing Manager₹ 4.2 Lakhs to ₹ 27.8 Lakhs5,000+Plan, execute, and manage projects from start to finish, ensuring that projects are completed on time, within budget, and to the required quality standards.
Brand Marketing Manager₹ 3.4 Lakhs to ₹ 32.0 Lakhs3,000+Develop and execute brand strategies, manage brand identity, and ensure that the brand is consistent across all channels.
Product Marketing Manager₹ 5.1 Lakhs to ₹ 35.0 Lakhs2,000+Define product requirements, develop product roadmaps, and manage product launches.
Content Marketing Manager₹ 4.2 Lakhs to ₹ 22.2 Lakhs1,000+Develop and execute content marketing strategies, create and manage content, and measure the performance of content marketing campaigns.
Social Media Marketing Manager₹ 1.1 Lakhs to ₹ 10.0 Lakhs500+Manage social media channels, create and execute social media campaigns, and track and analyze social media performance.


In the ever-evolving landscape of business, the Role of a Marketing Manager shines as a pivotal force driving growth, innovation, and customer engagement. Marketing managers shape brands, connect with audiences, and grow businesses using planning, creativity, and data.

Marketing managers succeed by adopting new technologies and strategies as digital platforms expand. Marketing managers are crucial to business success because of their expertise and dedication to excellence.


  1. What are the responsibilities of a marketing manager?
    Develop and execute marketing strategies, create and manage marketing budgets, conduct market research, develop and manage marketing campaigns, and measure the effectiveness of marketing campaigns.
  2. What are the skills and qualifications needed to be a marketing manager?
    Strong analytical and problem-solving skills, excellent communication and interpersonal skills, creativity and innovation, strategic thinking and planning skills, the ability to work independently and as part of a team, proficiency in marketing software and tools, and an understanding of marketing principles and strategies.
  3. What is the average salary for a marketing manager?
    ₹5,00,000 to ₹27,00,000 per year, depending on experience, industry, and location.
  4. What is the future outlook for marketing managers?
    Positive. As businesses continue to invest in marketing, the demand for qualified marketing managers is expected to grow.
  5. What are the challenges of being a marketing manager?
    In the ever-changing landscape of marketing, you need to stay up-to-date on the latest trends, work with a variety of stakeholders, manage a budget, and measure the effectiveness of marketing campaigns.

Course Schedule

Name Date Details
Digital Marketing Course 13 Jul 2024(Sat-Sun) Weekend Batch
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Digital Marketing Course 20 Jul 2024(Sat-Sun) Weekend Batch
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Digital Marketing Course 27 Jul 2024(Sat-Sun) Weekend Batch
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About the Author

Content Team Lead- Digital Marketing

As a professional Content Team Lead in Digital Marketing, Shailesh Bhagat brings over 8 years of dynamic experience in the Edtech sector. With 5 years of team leadership and 2 years of specialized SEO expertise, he excels at executing comprehensive Digital Marketing strategies. A proven track record showcases Shailesh’s adeptness at managing diverse content teams.