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The definition and guide for Marketing Management

Marketing Management

Effective marketing shows your goods and value proposition to your target audience - existing customers and new audiences. With your market research, your brand strategy will lead you to what your target market is looking for, the price they are willing to obtain, and how the goods play out in your marketing mix. Feedback through reviews, social media, and customer satisfaction feedback will close the loop on acceptance and follow through to the next product. Marketing management is a role that needs to take charge of the voice that your business will message, and how effective it is in bringing your target audience to your site. Methods vary depending on the medium, such as Subscribers, Email marketing, Social Media, Google Ads, Search Engine Optimization (SEO), and other channels. This is a time-consuming activity that requires focus and strong execution. From a marketing strategy to the tools to run the marketing automation, reaching your customer base frequently will require you to announce your new offerings, your promotions, and your brand.

Marketing Management - what is it?

It is the control and management of various marketing activities from the selection of focus groups that may be required for primary research of product design, function, and usage models to blog posts and keywords used on a website. It is wide-ranging when it comes to all types of market research, product definition, core team consensus, and managing market segments. Marketing strategies and goals are part of the core, including marketing campaigns, target market definition and reach, content marketing over various mediums (including social media marketing), and format/delivery, especially on mobile devices.

Marketing Management - what do they do?

A Marketing Manager is in charge of the brand's voice in the market and all activities that lead up to getting the right message, and the correct reflection of the brand, and manages various activities and teams to execute to a marketing plan.

  • Implementing a standard operating procedure in executing various marketing activities.
  • Research of target market, customer base, usage models, and social media resonance to the brand (such as Instagram, Facebook, TikTok)
  • Creating and planning the execution of marketing campaigns.
  • Setting up email marketing tools for the automation of Email marketing messaging to support sales events.
  • Tracking and analyzing data ranging from marketing research to email campaign effectiveness to conversion rates on the site.
  • A strong understanding of the marketing mix of various channels such as Social Media, Email marketing, Google Ads with Google Analytics, and Organic traffic (SEO).
  • Depending on the size of the company, a marketing manager can be running a small team of individuals that cover the various areas whereas, in a smaller company, the marketing manager may be performing the tasks by themselves with limited resources.

Core competencies that Marketing Managers must have

While the areas of responsibilities may be wide-ranging, the core competencies are important to cover since either smaller or larger businesses must be sharp and deliver results. Having networking skills, and strong interpersonal skills are going to be a must.

  1. Evaluate products or services for a market fit, as well as sizing the competition and their fit in their SWOT (Strengths, Weaknesses, Opportunities, and Threats).
  2. Devise a marketing strategy, the analysis of penetration, and the increase of market share while strengthening the brand and customer satisfaction (via customer service) for future business growth.
  3. Brand messaging, and coordinating the messaging between products and resonating with the marketing mix channels.
  4. Understand, analyze and track various metrics from lead generation, click-through rates, UI/UX experiences on pages, all the way through conversions.
  5. Be a strong leader and being able to be an effective individual contributor, a good team leader, and work with extended teams to achieve the goals of your marketing strategy.


Without marketing management, the ability to coordinate, resonate your message, continuously improve your brand's voice, increase revenue, focus on profit pools, and all the various activities that grow a customer base is in the hands of this role. Customer relationship management can be part of the strategy when it comes to B2B marketing which has a different slant to the role. Additionally, when it comes to a social media site, considering all social networks on what is the most appropriate medium is also key. Therefore the role can shift based on customer target audiences, product segments, and usage models. But overall, the vision of a marketing manager requires leadership, evangelism, and being effective in accomplishing the vision. If you are needing some marketing assistance in your marketing, feel free to reach out to us at

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