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.
ISCO skill level is defined as a function of the complexity and range of tasks and duties to be performed in an occupation. It is measured on a scale from 1 to 4, with 1 the lowest level and 4 the highest, by considering:
the nature of the work performed in an occupation in relation to the characteristic tasks and duties
the level of formal education required for competent performance of the tasks and duties involved and
the amount of informal on-the-job training and/or previous experience in a related occupation required for competent performance of these tasks and duties.
These occupations require some skills and knowledge of promotion manager. They also require other skills and knowledge, but at a higher ISCO skill level, meaning these occupations are accessible from a position of promotion manager with a significant experience and/or extensive training.
This knowledge should be acquired through learning to fulfill the role of promotion manager.
Pricing strategies: The techniques, theories, and commonly accepted strategies regarding pricing of goods. The relation between pricing strategies and outcomes in the market such as profitability maximisation, deterrence of newcomers, or increase of market share. Below-the-line technique: The marketing technique used to let consumers get into contact with products by tasting, touching and experiencing them on the selling site and in that sense, closing the selling deal. Corporate social responsibility: The handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social stakeholders. Market research: The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets. Content marketing strategy: The process of creation and share of media and publishing content in order to acquire customers. Marketing mix: Principle of marketing that describes the four fundamental elements in marketing strategies which are the product, the place, the price and the promotion. Market pricing: Price volatility according to market and price elasticity, and the factors which influence pricing trends and changes in the market in the long and short term. Communication principles: The set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.
These skills are necessary for the role of promotion manager.
Integrate strategic foundation in daily performance: Reflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position. Plan marketing strategy: Determine the objective of the marketing strategy whether it is for establishing image, implementing a pricing strategy, or raising awareness of the product. Establish approaches of marketing actions to ensure that goals are achieved efficiently and over a long term. Study sales levels of products: Collect and analyse sales levels of products and services in order to use this information for determining the quantities to be produced in the following batches, customer feedback, price trends, and the efficiency of sales methods. Manage budgets: Plan, monitor and report on the budget. Evaluate marketing content: Revise, assess, align, and approve marketing material and content defined in the marketing plan. Evaluate written word, images, print or video advertisements, public speeches, and statements in accordance with the marketing objectives. Manage profitability: Review on a regular basis sales and profit performance. Create annual marketing budget: Make the calculation of both the income and expenditures that are expected to be paid over the coming year concerning the marketing related activities such as advertising, selling and delivering products to people. Organise on-site amenities: Ensure that necessary daily amenities for visitors, vendors, expositors, and public in general are given and functioning properly. Ensure provision of reception, parking, toilets, catering, and accommodation amenities. Create media plan: Determine how, where and when advertisments will be distributed in various media. Decide on consumer target group, area and marketing objectives in order to choose the media platform for advertising. Analyse consumer buying trends: Analyse buying habits or currently prevalent customer behaviour. Liaise with advertising agencies: Communicate and cooperate with advertising agencies in transmitting the goals and specifications of the marketing plan. Liaise to develop an advertising and promotional campaign that represent the aim of the marketing plan. Define measurable marketing objectives: Outline the measurable performance indicators of the marketing plan such as market share, customer value, brand awareness, and sales revenues. Follow up on the progress of these indicators during the development of the marketing plan. Track key performance indicators: Identify the quantifiable measures that a company or industry uses to gauge or compare performance in terms of meeting their operational and strategic goals, using preset performance indicators. Analyse internal factors of companies: Research and understand various internal factors that influence the operation of companies such as its culture, strategic foundation, products, prices, and available resources. Plan marketing campaign: Develop a method to promote a product through different channels, such as television, radio, print and online platforms, social media with the aim to communicate and deliver value to customers. Impart business plans to collaborators: Diffuse, present, and communicate business plans and strategies to managers, employees making sure that objectives, actions, and important messages are properly conveyed. Integrate marketing strategies with the global strategy: Integrate the marketing strategy and its elements such as the market definition, competitors, price strategy, and communication with the general guidelines of the global strategy of the company. Collaborate in the development of marketing strategies: Work together with a group of professionals to develop marketing strategies performing market analysis and financial viability while staying aligned with the company’s goals. Develop professional network: Reach out to and meet up with people in a professional context. Find common ground and use your contacts for mutual benefit. Keep track of the people in your personal professional network and stay up to date on their activities. Manage the handling of promotional materials: Plan and prepare the production of promotional materials with third parties by contacting printing companies, agreeing on logistics and delivery, and making sure that deadlines are met. Analyse customer service surveys: Analyse results from surveys completed by passengers/customer; analyse results to identify trends and draw conclusions. Analyse external factors of companies: Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation. Capture people’s attention: Approach people and draw their attention to a subject presented to them or to get information from them. Identify potential markets for companies: Observe and analyse market research findings in order to determine promising and profitable markets. Consider the firm’s specific advantage and match it with markets where such value proposition is missing. Align efforts towards business development: Synchronise the efforts, plans, strategies, and actions carried out in departments of companies towards the growth of business and its turnover. Keep business development as the ultimate outcome of any effort of the company. Liaise with distribution channel managers: Liaise with managers in distribution points in order to plan and agree with them promotional events aimed at promoting the brands and products that those distribution channels sell. Perform market research: Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends. Analyse work-related written reports: Read and comprehend job-related reports, analyse the content of reports and apply findings to daily work operations.
This knowledge is sometimes, but not always, required for the role of promotion manager. However, mastering this knowledge allows you to have more opportunities for career development.
Social media management: The planning, development, and implementation of strategies aimed at managing social media platforms, the publications, the social media management tools, and the image of organisations in them. 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. Brand marketing techniques: The methods and systems used in researching and establishing a brand identity for marketing purposes.
These skills and competences are sometimes, but not always, required for the role of promotion manager. However, mastering these skills and competences allows you to have more opportunities for career development.
Manage event structure installation: Plan and monitor the assembly of structures such as stages, connection to the electricity network, lighting and projection equipment. Make sure the employees work according to customer’s requirements and safety regulations. Coordinate events: Lead events by managing budget, logistics, event support, security, emergency plans and follow up. Forecast catering services: Foresee the need, the quality, and the quantity of food and beverages for an event depending on its scope, objective, target group, and budget. Assist in the practical actions for developing marketing campaigns: Provide assistance and support in all the efforts and actions required to implement a marketing campaign such as contacting advertisers, preparing briefings, setting up meetings, and shopping around for suppliers. Promote event: Generate interest in an event by carrying out promotion actions, such as placing ads or distributing flyers Arrange event needs: Ensure that event needs such as audio-visual equipment, displays or transportation are met. Manage distribution channels: Oversee distribution channels with regards to the requirements of customers. Hire human resources: Manage the process of hiring human resources, from identifying potential candidates to assessing the adequacy of their profiles to the vacancy. Evaluate advertising campaign: Assess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful. Approve advertising campaign: Check all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. Approve the way of distribution. Use analytics for commercial purposes: Understand, extract and make use of patterns found in data. Use analytics to describe consistent happenings in observed samples in order to apply them to commercial plans, strategies, and corporate quests. Examine advertisement layout: Examine and approve the layout of advertisements to ensure that they are according to customer and target audience requirements and specifications. Coordinate marketing plan actions: Manage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts. Plan events: plan programmes, agendas, budgets, and services of an event according to customers’ requirements. Assess financial viability: Revise and analyse financial information and requirements of projects such as their budget appraisal, expected turnover, and risk assessment for determining the benefits and costs of the project. Assess if the agreement or project will redeem its investment, and whether the potential profit is worth the financial risk.
