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Scope of Marketing Management: Career Opportunities and Salary

Scope of Marketing Management: Career Opportunities and Salary

In this blog, we will discuss the scope of marketing management, the career opportunities it has to offer, and the salary in the marketing management field. Before we move further, quickly have a glimpse of the points that we are going to ponder over.

Table of Contents

Watch the video below to understand the concept of marketing in depth

What is Marketing Management?

Marketing management is the practice of overseeing a company’s marketing activities. In other words, marketing management involves planning, executing, and tracking a company’s marketing strategies. This includes campaigns and tactics to meet customer needs and boost profits. It includes the following steps:

  • Setting clear goals
  • Understanding the market
  • Creating effective marketing management strategies
  • Reaching the right customers to help the business grow

Key Elements of Marketing Management

The key elements of marketing management are listed below:

  • Clear Goals: It first defines measurable objectives and provides a roadmap for success.
  • Market Analysis: This step involves studying and analyzing. Studying customer behaviors, market trends, and competitors to make informed decisions.
  • Strategic Planning: This step involves creating plans to connect with the target audience. This helps boost brand awareness and sales.
  • Target Audience: Identifying the ideal customers on whom to focus marketing efforts is significant.
  • Resource Allocation: Deciding how to use resources for marketing management strategies is another fundamental to follow.
  • Campaign Execution: For Campaign Execution, it is necessary to put marketing plans into action, including advertising and content creation.
  • Performance Evaluation: It includes monitoring marketing efforts using metrics and KPIs.
  • Adaptation: It is pertinent to make adjustments based on performance data and market feedback.

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Scope of Marketing Management

The scope of marketing management is huge, creating an ample amount of marketing management jobs. The scope of marketing management includes product development, pricing, promotion, and distribution to satisfy customer needs. Let us have a look at these points in detail:

Setting Marketing Goals

A marketing manager’s main job is to create clear and precise marketing goals. These goals should be easy to understand and measurable. This can help everyone know what to aim for and track progress.

  • These goals give everyone a sense of direction and purpose. Imagine if you were going on a road trip; you’d need a map to know where you’re going, right? Well, marketing goals are like that map for the marketing team.
  • But it’s not enough to have goals; you also need to make sure everyone on the team knows about them. That’s why it’s crucial to communicate these goals. 
  • And here’s the important part – these goals should be measurable. That means you can track your progress. They help you see if you’re moving in the right direction. They also let you know if you need to make some changes to reach your destination.

Selecting Target Market

In modern marketing, we can’t make everyone happy. There are so many different types of people with different needs and preferences. So, instead of trying to please everyone, we focus on specific groups of customers. These groups are called the target market.

  • Choosing the right target market is like deciding what kind of food to specialize in. You need to pick a group of customers who are a good match for what your company can do. It’s like saying, “We’re really good at making pizza, so we’re going to focus on people who love pizza.”
  • But it’s not just about what you can do; it’s also about what the customers want. You need to find a group of customers who have specific needs that your product or service can meet. It’s about matching what you do well with what customers want and need. This way, you can focus your marketing efforts on the people who are most likely to buy your product.

Creating Marketing Organization

Creating the right organizational structure is the foundation for success. It analyzes how the marketing team is set up and organized within a company.

  • To make sure our marketing plan works, we need to choose the right structure. This decision depends on several factors. First, we have to think about what kind of products or services we are offering. Are they all similar, or do they vary? This matters because it affects how we organize our team.
  • Next, we need to consider the type of market we’re in. Is it a big market spread out over a wide area, or is it a smaller, more local market? Again, this influences our choice of structure.
  • There are different types of structures we can use. For instance, if one is product-based, we organize our team around different products or product categories. Another is geographic-based, where we organize by different regions or locations. The important thing is to be flexible. Sometimes, we need to change our structure to fit new circumstances. 

General Management IIM Ranchi

Maintaining Healthy Relations with Other Departments

In a company, different departments need to work together. In the case of marketing, we rely on other departments to get things done. These other departments include finance, HR, and production teams.

  • For example, the finance department helps with budgets and money matters. Without their support, it’s hard to fund marketing campaigns.
  • The HR department manages the people in the company, including hiring and training. If we don’t have good coordination with them, we won’t have the right team to execute our marketing management plans.
  • The production department ensures that we have enough products to sell. If they can’t keep up with demand, our marketing efforts might go to waste.

Establishing and Maintaining Profitable Relations with Outside Parties

In the world of marketing, it’s not just about what happens within a company’s walls. It’s also about connections and relationships with the outside world. These external parties include suppliers, service providers, government agencies, dealers, and consultants. These external relationships are fundamental. They contribute to the smooth functioning of your marketing activities. Some of them are explained below:

  • Suppliers are like your partners. They ensure that you have the materials and resources you need. They help you produce your products or deliver your services. 
  • Service providers, on the other hand, are like your expert advisors. They can help you with various aspects of your marketing campaigns. 
  • Government agencies might seem distant, but they play a crucial role in marketing. They make sure everyone follows the rules, ensuring a fair playing field.
  • Dealers are like partners in distribution. They help get your products or services to the customers. 
  • Consultants are likewise mentors. They can provide valuable insights and marketing management strategies to improve your marketing efforts. 

Marketing Research Activities

Now, let’s dive into the world of marketing research. In marketing, the “mystery” is understanding your customers and the market better. The “clues” to understand this mystery are data and information.

  • Research involves a systematic marketing management process of collecting, analyzing, and interpreting this data. 
  • Through marketing research, you can uncover what your customers really want. You can analyze what problems they face, and how they make purchasing decisions. This information is invaluable. It helps you customize your marketing management strategies to resonate with your target audience.
  • Moreover, marketing research helps you keep an eye on your competitors. It’s like watching your opponents in a sports match. By understanding what your competitors are doing, you can stay ahead of the game and develop marketing management strategies to outperform them.

Sales Management

Sales management is a critical part of the marketing management process. It involves everything related to selling your products or services effectively. It covers planning and making sure everything runs smoothly in the sales department.

  • One important aspect of sales management is setting sales policies. It defines how your team should approach customers. They also finalize pricing, discounts, and other crucial aspects of selling. 
  • Another key sales manager’s responsibility is managing product quantities. It keeps track of inventory and predicts demand. Maintaining sales records is also essential. They provide insights into customer preferences and trends. 

Exercising Effective Control on Marketing Activities

Control is all about making sure things go as planned. To do this, you need to set standards. These standards are the benchmarks or goals you want to achieve. They help you measure how well your marketing efforts are working.

  • Now you need to measure your actual performance by comparing your actions to your goals. If you set a goal to sell a certain number of products in a month, you need to check if you’re on track or falling behind. If you’re not meeting your standards, it’s time to take action.
  • Taking corrective action is the next step. Let’s say you find out that a marketing campaign isn’t generating as many sales as expected. You might need to tweak the campaign, change your approach, or try something new. The key is to be flexible and willing to adapt when things aren’t going as planned.

Discover the Top 10 Case Studies on Marketing Management from our blog!

Career Opportunities in Marketing Management

Companies always need smart marketing professionals who can solve tricky marketing problems. They search for people who have good marketing management plans to sell their products. Companies hire such talent intensively. Let’s have a look at some of the marketing management jobs in this field:

SEO Specialists: SEO specialists help boost the number of people visiting business websites. They do this by performing Search Engine Optimization and finding the top searched keywords online and using them in the website content. This makes the site show up more in search results. They also research content, suggest changes to the website, and keep an eye on how well it’s doing. Sometimes, they run paid ads like Pay-per-click (PPC) and handle the money for SEO work by using several marketing management tools. 

Market Research Analysts: Market Research Analysts love numbers and data. They ask people questions and collect their feedback. This is done to understand what customers think about new products or services. Then, they analyze all this information to help the company make smart decisions. One must have the knowledge of marketing management techniques to accomplish this.
These analysts are experts in how markets work and know a lot about different types of people. They use this knowledge to figure out what products will do well. So, if you enjoy solving puzzles and working with data, this could be a cool job for you. You’ll be the one who helps companies understand what their customers really want.

Director of Marketing: The Director of Marketing leads the marketing department. It is one of the top marketing management jobs that pays well. They oversee daily activities like marketing campaigns, research, and strategy assessment. They make pricing plans, manage advertising budgets, and track performance. They guide and support marketing teams and negotiate deals with media partners. They also prepare reports for senior executives.
They are responsible for global seminars/meetings, conferences, and industry events related to their product. They need to keep up with the latest marketing trends. This helps them stay at the forefront of the marketing world.

Social Media Managers: In today’s digital world, we do a lot of things online, from shopping to studying. This is where social media managers come in. They are like online advertisers for companies.
Social media managers work on platforms like Facebook, Instagram, Twitter, and Pinterest. Therefore they should have an idea of marketing management tools. They need to know these platforms really well and understand who uses them.
Their job is to perform social media marketing and make posts and ads that catch your eye when you’re scrolling through your social media. They want you to click, like, share, or even buy something! So, they need to know what kind of content works best for different groups of people.

Marketing Coordinators: Marketing coordinators play a key role in planning, organizing, and running marketing campaigns. They work on things like ads in print, on TV, or online. To do this, they must have knowledge of digital marketing and gather information about customers and what they like. This helps them make smart marketing management plans. They also keep an eye on what’s happening in the market and check out what competitors are doing.
They team up with others in marketing and design to make ads and content. They talk to vendors, contractors, and people in the media to get the word out about products or services. 

Salary in Marketing Management

Keep in mind that actual salaries can depend on factors like location, company size, industry, and individual negotiation skills. Salaries tend to be higher in major metropolitan areas or industries where more roles exist for which there is greater demand. Here is the following list that represents the estimated package per year:

ProfessionFresher (INR)Experienced (INR)Average (INR)
SEO Specialists2,00,000 – 4,00,0004,00,000 – 7,00,0007,00,000 – 10,00,000
Market Research Analysts2,00,000 – 4,00,0004,00,000 – 7,00,0007,00,000 – 10,00,000
Director of Marketing8,00,000 – 15,00,00015,00,000 – 25,00,00025,00,000 – 40,00,000
Social Media Managers2,00,000 – 4,00,0004,00,000 – 8,00,0008,00,000 – 12,00,000
Marketing Coordinators2,00,000 – 3,00,0003,00,000 – 5,00,0005,00,000 – 7,00,000


Marketing management is an ever-evolving field. It continues to adapt to changing business environments. Marketing plays an essential role in today’s highly competitive market. Businesses seek ways to reach out and connect with their target audiences. This helps them stay ahead of the competition. Therefore, there is a huge demand for skilled marketing professionals.

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What does the scope of marketing encompass?

Marketing encompasses market research, product development, pricing strategies, advertising strategies, sales management, and customer relationship management.

Can marketing influence business success?

Effective marketing can result in increased brand recognition, customer loyalty, higher sales volumes, and overall business expansion.

What are the key marketing management principles?

One has to follow the key marketing management principles to be successful in any market, customers need to be at the core of everything we do and continually adapt. 

How does marketing management influence product development?

Marketing management involves designing products to fit customer preferences in terms of features, design, and positioning.

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About the Author

Senior Copy Editor

Aparna is a Senior Copy Editor, who combines a passion for precision with creative flair. With a background in law and market research, she has extensive experience in crafting compelling content, she excels in refining narratives to captivate audiences across diverse platforms.