Marketing management

The academic discipline and function in an organisation which focuses on the market research, market development, and the creation of marketing campaigns to raise awareness on the company’s services and products.

marketing administration
make business decisions
making strategic business decisions
make strategic business decision

knowledge

cross-sector

Marketing management is an essential knowledge of the following occupations:

Marketing assistant: Marketing assistants support all the efforts and operations carried out by marketing managers and officers. They prepare reports in relation to the marketing operations needed by other departments, especially account and financial divisions. They ensure that resources needed by the managers to perform their job are in place.
 
Chief executive officer: Chief executive officers hold the highest ranking in a pyramidal corporate structure. They are able to hold a complete idea of the functioning of the business, its departments, risks, and stakeholders. They analyse different kinds of information and create links among them for decision-making purposes. They serve as a  communication link with the board of directors for reporting and implementation of the overall strategy.
Insurance product manager: Insurance product managers set and direct the development of new insurance products, following the product lifecycle policy and the general insurance strategy. They also coordinate the marketing and sales activities related to the specific insurance products of the company. Insurance product managers inform their sales managers (or the sales department) about their newly developed insurance products.
Banking products manager: Banking products managers study the market of banking products and adapt the existing ones to the characteristics of this evolution or create new products to suit clients needs. They monitor and evaluate the performance indicators of these products and suggest improvements. Banking products managers assist with the sales and marketing strategy of the bank.
Chief operating officer: Chief operating officers are the right hand and second in command of a company’s chief executive officer. They ensure that the daily operations of the company run smoothly. Chief operating officers also develop company policies, rules and goals.

Marketing management is optional for these occupations. This means knowing this knowledge may be an asset for career advancement if you are in one of these occupations.

Branch manager: Branch managers are responsible for the management of all the affairs related with a company in a specific geographic region or business branch. They receive indications from the headquarters, and depending on the structure of the company, they aim to implement the strategy of the company while adapting it to the market where the branch operates. They envision management of employees, communications, marketing efforts, and follow up to results and objectives.
Corporate trainer: Corporate trainers train, coach, and guide employees of a company to teach and improve their skills, competences and knowledge in accordance with the needs of the company. They develop the existing potential of the employees to increase their efficiency, motivation, job satisfaction, and employability.
Business lecturer: Business lecturers are subject professors, teachers, or lecturers who instruct students who have obtained an upper secondary education diploma in their own specialised field of study, business, which is predominantly academic in nature. They work with their university research assistants and university teaching assistants
for the preparation of lectures and of exams, grading papers and exams and leading review and feedback sessions for the students. They also conduct academic research in their field of business, publish their findings and liaise with other university colleagues.
Financial manager: Financial managers handle all the matters in reference to the finance and investments of a company. They manage financial operations of companies such as the assets, liabilities, equity and cash flow aiming to maintain the financial health of the company and operative viability. Financial managers evaluate the strategic plans of the company in financial terms, maintain transparent financial operations for taxation and auditing bodies, and create the financial statements of the company at the end of the fiscal year.
Business manager: Business managers are responsible for setting the objectives of the business unit of a company, creating a plan for the operations, and facilitating the achievement of the objectives and implementation of the plan together with employees of the segment and stakeholders. They keep an overview of the business, understand detailed information of the business unit and support the department, and make decisions based on the information at hand.
Marketing manager: Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.
Research and development manager: Research and development managers coordinate the efforts of scientists, academical researchers, product developers, and market researchers towards the creation of new products, the improvement of current ones or other research activities, including scientific research. They manage and plan research and development activities of an organisation, specify goals and budget requirements and manage the staff.
Department manager: Department managers are responsible for the operations of a certain division or department of a company. They ensure objectives and goals are reached and manage employees.
Art director: Art directors shape the visual layout of a concept. They create innovative designs, develop artistic projects  and manage the cooperation between all aspects involved. Art directors may perform creative work in theatre, marketing, advertising, video and motion picture, fashion or online companies. They ensure that the work performed is visually appealing to audiences.
Museum director: Museum directors oversee the management of the art collections, artefacts, and exposition facilities. They secure and sell works of art on the one hand, and strive to preserve and maintain the art collection of a museum on the other hand. Moreover, they also manage finances, employees, and marketing efforts of the museum.
Promotion manager: Promotion managers plan and implement the implementation of promotional programs in the point-of-sale of products. They coordinate all efforts from personnel, below-the-line (BTL) advertising material, and conventional advertising efforts in order to raise awareness of a specific promotion.

References

1. Marketing management – ESCO