Copywriteroffice

Serp data

Request Result

The request result help you to show your API requests results.

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                            [body] => What is marketing management?Marketing management is the way to find out the opportunities which are profitable and create these opportunities by satisfying the customers. Marketing management is consumer-oriented. Therefore, the marketing manager has to find out the services that satisfy the consumers and the services that fail to meet the needs and expectations of consumers so that plus and delta can be developed to cover up the shortage.‍‍What is marketing management?Marketing management is a process of controlling the marketing aspects, setting the goals of a company, organizing the plans step by step, taking decisions for the firm, and executing them to get the maximum turn over by meeting the consumers' demands.A person who is a marketing manager must do a deep study to have the idea of actually what is marketing management and how to make it better in your firm's favor. Marketing management is based on product, place, price, and promotion to attract consumers. These four Ps are decided by the management of the company according to the demand of customers what they want to buy, with suitable market prices and easy to find either in stores or online. Marketing management has to deal and make inflow of these elements for business survival.Objectives of marketing management:. The objectives of each business are pre-set which is led by objectives of marketing management. The basic and important objectives of marketing management are:Attracting new customersThe important objective of marketing management is to attract new customers to increase the sales of products. Different strategies are set to make sure that maximum customers get attracted to the company's products like displaying ads on TV channels or social media, pamphlets, and arranging a sales team that demonstrates the products.Satisfying the demands of customersAnother important objective of marketing management is to keep satisfied the customer who is associated with the company's products for a long period. For this purpose, the quality matters a lot but apart from this good service is also concerned like an on-time supply of products and without damage, the products are supplied.ProfitabilityWithout earning profit a company could not survive longer. Earning profit is the backbone of a company. It is necessary to earn profit for growing, diversifying a business, and its maintenance as well. For this purpose, a company must know what is market management? And how to achieve these market targets? A company’s management team keeps the marketing on track by entertaining their old and reliable customers and attracting the new customer to make maximum profit for maximum growth.Maximizing the market shareAnother objective of marketing management is to make maximum marketing share. For this purpose, companies use different tools to get maximum market sales of their products by having comparison with a market economy. Sometimes, companies offer discounts to attract customers. Sometimes, they do attractive and unique packaging and offer promotions.Creating a good public reputationPublic reputation plays an important role in the growth of a company. If the company has stood as a good public figure it means it has more chances to grow and diversify but if stands with a bad reputation, it will no longer survive. By marketing, the reputation of a company can be made good and trustworthy for the consumers.Why is marketing management important?Marketing management is of importance as it helps to stand competent in highly thriving competition in the market. This also helps to develop strategies to improve profits and reduce the cost of products. Marketing management has become the major source of exchange and transfer of goods.It helps to maintain the company’s reputation . A good company is recognized by its reputation in the market. The marketing includes selling, buying, exchanging, transporting goods which build its reputation. If a company falls well on these parameters, it stands firm and gains a clear and good reputation among the public which is the sole of a business and cannot be denied.If a good reputation is built, it will be beneficial for the company for its growth and promotion. When it comes to reputation, good and reputable companies do not compromise for this at all and try. Companies with a good reputation get more opportunities to grow and get more tenders to make them market competent and economically strong.It helps to boost the economy of the company. Marketing management decides the ways to beat the market competition and make good sales. They develop plans to advertise their products in an affected way and when the products are advertised, they are on the radar to be viewed and known by the public. Advertisements help to spread the product description to a great level through friends and family. Suppose when a girl came to know about the flat 50 percent sale on the clothing brands she will tell her friends and family, spreading the advertisement of that brand's products lively.It promotes the new ideas. The marketing management helps to promote new ideas which are depending upon the benefits and offers for the public to be grabbed quickly. These ideas keep nourishing and diversifying the companies by keeping them distinctive from other companies' presence in the market. These ideas are useful for the company to know the demand of today's market and do not let it lead in the wrong direction.It is a source of advertising the new products. Newly launched products by a company with which the public is not familiar, need to be advertised. Marketing management allows the product advertisement in a better and effective way that could grab a great crowd of public towards the new product.Marketing management makes the public realize either they are choosing a good product or not.Process of marketing management:. This is very obvious to know about what marketing management is on today's demand and how we can achieve it. Every company has its specific objectives and goals that make it distinctive from other companies in the market. But some steps needed to make your marketing management effective are enlisted below:Define your mission statement and work for itMission statements should be set before doing anything. The company's marketing management and stakeholder should decide on a very effective and strong mission statement. After that, they should map out their company’s goals and objectives which can be taken for a long time.  The mission statement should be very clear and transparent to others and have the potential to attract customers. The goals a company has to set should be unique, aspiring, based on reality, and for a specific time.Analysis of industrial rank of your businessCompetition among the companies has arisen to the highest peak in marketing. Different companies are marketing their company's products in different but unique ways that aid them to maintain their position in this competitive environment.A company needs to know what its position in the market is alarming or satisfying for its survival and growth. For this purpose, the company has to analyze its rank and its sustainability after each short period of time.Marketing management should analyze the strong and weak aspects of the company and should work hard to overcome the weak aspects by shifting their paradigms that may cover the weaknesses. Other important factors are trending and threatening; trending provides opportunities to do the things which are on-demand in the market and these are beneficial for the business but the threatening is totally opposite to it. With the obstacles an old business may get from the newly rising businesses that stand against this company including different issues like politics or economic hurdles. It is a matter of great concern that how can you keep your customers engaged and how can you accept and reflect the change in your company’s marketing style to get maximum growth.Processing towards workNow it is time to execute the planning you have made with your managerial team for the marketing of your company's products. Different campaigns are run and the wordy plan is executed as action.Keep evaluating, modifying, and repeating the strategiesAfter that when you have executed the plan to get fruitful results, it is time to evaluate your company's outcomes and modify them if there is a requirement but if they are going well and result-oriented, they are repeated.Tasks and functions of marketing management:. A company performs different tasks when it actually knows what is marketing management, has developed a plan to achieve its goals, and prepared the track to take follow-up of output and position in the market. Some of the functions and tasks of marketing management are enlisted below:Development of products. Marketing management stays up to date and evaluates the reviews of the products launched in the market. They work for the development of products by taking into account the raw materials, technologies, and good innovations that they could get good reviews and popularity in public.Products are passed through different processes to make sure that they are able to be delivered to the market for customer use. Promotions are made. The products of a company cannot be sold without being easily available and advertised. Marketing management makes sure that either their products are known by the public. They use different social media platforms like Facebook, Instagram, WhatsApp, Pinterest, Twitter, etc. to make their product ready for promotion.Most people use these social media apps and see different advertisements. If these advertisements are developed in an effective way they can be captured by a maximum number of eyes and ordered for use.This will tell you all about what is marketing management in  detailed wayConclusion. Marketing management is the backbone to run a successful and reputable business as it does perform different tasks to achieve their company's goals that have been set previously in the company mission statement.This article talks about the importance of marketing management as it is dealing with different internal and external factors to earn meaningful outcomes.Want to discover more?Try Instagantt  for free for your remote teamGet started for free4.9 of 5 stars4.3 of 5 stars4.8 of 5 starsLEARN MOREWhat is a gantt chartLoginHelp GuideFeaturesPricingStandalone versionAsana IntegrationInstagantt joins Asana PartnersTerms of ServicePrivacy PolicyBlogPRODUCT FEATURESProduct UpdatesBaselinesTask viewNotificationsWorkload viewCritical PathMinimap NavigationAutomatic project schedulingExcel and Spreadsheet exportPDF and Image exportDaily task plannerMulti-department project plannerPM DEFINITIONSWhat is PMO?What is a Kanban BoardWhat is project ScheduleWhat is a MilestonesWhat is a Statement of Work?What is Project Management?What is a Scrum Master?What is Cost-Benefit Analysis?What is an Action item?What is Scamper?What is Problem Solving?What is a Roadmap?What is Kaisen?What is Lean Project Management?What is root cause analysis?What is time blocking?What is a 9/80-time schedule?What is marketing management?How to estimate projects?What is a construction process?What is PERT in Project Management?What is Eat the Frog?How to present a project?What is Monroe's Motivated Sequence?What is the Murphy’s law?What is Maslow’s hierarchy of needs?What is accuracy and precision?What is a Project Proposal Outline?What is a Risk Assessment Matrix?What is a Kick-Off Meeting?What is Portfolio Management?What is a Project Deliverable?What is Marketing Campaign Management?What is a Project Charter?What are Story Points?What is a secondment (benefits)?What is SIPOC?What is a User Story?What is SAFe?What Makes a Good Manager?What are OKRs?What is a 1-1 Meeting?What is GAP Analysis?What is Canned Response? 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                            [body] => Marketing management From Wikipedia, the free encyclopedia Jump to navigation Jump to search Practical application of marketing in organizations This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed.Find sources: "Marketing management" – news · newspapers · books · scholar · JSTOR (December 2021) (Learn how and when to remove this template message) Marketing Marketing Marketing management Key concepts Distribution Pricing Retail Service Activation Brand licensing Brand management Co-creation Dominance Effectiveness Ethics Promotion Segmentation Strategy Account-based marketing Digital marketing Product marketing Social marketing Influencer marketing Attribution Annoyance factor Horizontal integration Vertical integration Promotional content Advertising Branding Corporate anniversary Direct marketing Loyalty marketing Mobile marketing On-hold messaging Personal selling Premiums Prizes Product placement Propaganda Publicity Sales promotion Sex in advertising Underwriting spot Promotional media Behavioral targeting Brand ambassador Display advertising Drip marketing In-game advertising Mobile advertising Native advertising New media Online advertising Out-of-home advertising Point of sale Product demonstration Promotional merchandise Promotional representative Visual merchandising Web banner Word-of-mouth Research Market research Marketing research Mystery shopping vte Business administration Management of a business Accounting Management accounting Financial accounting Financial audit Business entities Corporate group Conglomerate (company) Holding company Cooperative Corporation Joint-stock company Limited liability company Partnership Privately held company Sole proprietorship State-owned enterprise Corporate governance Annual general meeting Board of directors Supervisory board Advisory board Audit committee Corporate law Commercial law Constitutional documents Contract Corporate crime Corporate liability Insolvency law International trade law Mergers and acquisitions Corporate title Chairman Chief business officer/Chief brand officer Chief executive officer/Chief operating officer Chief financial officer Chief human resources officer Chief information officer/Chief marketing officer Chief product officer/Chief technology officer Economics Commodity Public economics Labour economics Development economics International economics Mixed economy Planned economy Econometrics Environmental economics Open economy Market economy Knowledge economy Microeconomics Macroeconomics Economic development Economic statistics Finance Financial statement Insurance Factoring Cash conversion cycle Insider dealing Capital budgeting Commercial bank Derivative Financial statement analysis Financial risk Public finance Corporate finance Managerial finance International finance Liquidation Stock market Financial market Tax Financial institution Working capital Venture capital Types of management Asset Brand Business intelligence Business development Capacity Change innovation Commercial Marketing Communications Configuration Conflict Content Customer relationship Distributed Earned value Electronic business Enterprise resource planning  management information system Financial Human resource  development Incident Knowledge Materials Network administrator Office Operations  services Performance Power Problem Process Product life-cycle Product Project Quality Records Resource Risk  crisis Sales Security Service Strategic Supply chain Systems administrator Talent Technology Organization Architecture Behavior Communication Culture Conflict Development Engineering Hierarchy Patterns Space Structure List Business analysis Business ethics Business plan Business judgment rule Consumer behaviour Business operations International business Business model International trade Business process Business statistics  Business and economics portalvte Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and activities. Contents. 1 Structure 1.1 Brand audit 1.2 Marketing strategy 1.3 Implementation planning 1.4 Project, process, and vendor management 1.5 Reporting, measurement, feedback and control systems 1.6 International marketing management 2 See also 3 References 4 Further reading 5 External links Structure[edit]. Marketing management employs tools from economics and competitive strategy to analyze the industry context in which the firm operates. These include Porter's five forces, analysis of strategic groups of competitors, value chain analysis and others.[1] In competitor analysis, marketers build detailed profiles of each competitor in the market, focusing on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors. Marketing management often conduct market research and marketing research to perform marketing analysis. Marketers employ a variety of techniques to conduct market research, but some of the more common include: Qualitative marketing research, such as focus groups and various types of interviews Quantitative marketing research, such as statistical surveys Experimental techniques such as test markets Observational techniques such as ethnographic (on-site) observation Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis. Example of SWOT analysis chart Brand audit[edit]. A brand audit is a thorough examination of a brand's current position in an industry compared to its competitors and the examination of its effectiveness. When it comes to brand auditing, six questions should be carefully examined and assessed: How well the business's current brand strategy is working What the company's established resource strengths and weaknesses are What its external opportunities and threats are How competitive the business's prices and costs are How strong the business's competitive position in comparison to its competitors is What strategic issues are facing the business When a business is conducting a brand audit, the goal is to uncover business's resource strengths, deficiencies, best market opportunities, outside threats, future profitability, and its competitive standing in comparison to existing competitors. A brand audit establishes the strategic elements needed to improve brand position and competitive capabilities within the industry. Once a brand is audited, any business that ends up with a strong financial performance and market position is more likely than not to have a properly conceived and effectively executed brand strategy. A brand audit examines whether a business's share of the market is increasing, decreasing, or stable. It determines if the company's margin of profit is improving, decreasing, and how much it is in comparison to the profit margin of established competitors. Additionally, a brand audit investigates trends in a business's net profits, the return on existing investments, and its established economic value. It determines whether or not the business's entire financial strength and credit rating is improving or getting worse. This kind of audit also assesses a business's image and reputation with its customers. Furthermore, a brand audit seeks to determine whether or not a business is perceived as an industry leader in technology, offering product or service innovations, along with exceptional customer service, among other relevant issues that customers use to decide on a brand of preference. A brand audit usually focuses on a business's strengths and resource capabilities because these are the elements that enhance its competitiveness. A business's competitive strengths can exist in several forms. Some of these forms include skilled or pertinent expertise, valuable physical assets, valuable human assets, valuable organizational assets, valuable intangible assets, competitive capabilities, achievements and attributes that position the business into a competitive advantage, and alliances or cooperative ventures. The basic concept of a brand audit is to determine whether a business's resource strengths are competitive assets or competitive liabilities. This type of audit seeks to ensure that a business maintains a distinctive competence that allows it to build and reinforce its competitive advantage. What's more, a successful brand audit seeks to establish what a business capitalizes on best, its level of expertise, resource strengths, and strongest competitive capabilities, while aiming to identify a business's position and future performance. Marketing strategy[edit]. Main article: Marketing strategy Two customer segments are often selected as targets because they score highly on two dimensions: The segment is attractive to serve because it is large, growing, makes frequent purchases, is not price sensitive (i.e. is willing to pay high prices), or other factors; and The company has the resources and capabilities to compete for the segment's business, can meet their needs better than the competition, and can do so profitably.[2] A commonly cited definition of marketing is simply "meeting needs profitably".[3] The implication of selecting target segments is that the business will subsequently allocate more resources to acquire and retain customers in the target segments than it will for other, non-targeted customers. In some cases, the firm may go so far as to turn away customers who are not in its target segment. The doorman at a swanky nightclub, for example, may deny entry to unfashionably dressed individuals because the business has made a strategic decision to target the "high fashion" segment of nightclub patrons. In conjunction with targeting decisions, marketing managers will identify the desired positioning they want the company, product, or brand to occupy in the target customer's mind. This positioning is often an encapsulation of a key benefit the company's product or service offers that is differentiated and superior to the benefits offered by competitive products.[4] For example, Volvo has traditionally positioned its products in the automobile market in North America in order to be perceived as the leader in "safety", whereas BMW has traditionally positioned its brand to be perceived as the leader in "performance". Ideally, a firm's positioning can be maintained over a long period of time because the company possesses, or can develop, some form of sustainable competitive advantage.[5] The positioning should also be sufficiently relevant to the target segment such that it will drive the purchasing behavior of target customers.[4] To sum up, the marketing branch of a company is to deal with the selling and popularity of its products among people and its customers, as the central and eventual goal of a company is customer satisfaction and the return of revenue. Implementation planning[edit]. Main article: Marketing plan The Marketing Metrics Continuum provides a framework for how to categorize metrics from the tactical to strategic. If the company has obtained an adequate understanding of the customer base and its own competitive position in the industry, marketing managers are able to make their own key strategic decisions and develop a marketing strategy designed to maximize the revenues and profits of the firm. The selected strategy may aim for any of a variety of specific objectives, including optimizing short-term unit margins, revenue growth, market share, long-term profitability, or other goals. After the firm's strategic objectives have been identified, the target market selected, and the desired positioning for the company, product or brand has been determined, marketing managers focus on how to best implement the chosen strategy. Traditionally, this has involved implementation planning across the "4 Ps": product management, pricing (at what price slot does a producer position a product, e.g. low, medium or high price), place (the place or area where the products are going to be sold, which could be local, regional, countrywide or international) (i.e. sales and distribution channels), and promotion. Taken together, the company's implementation choices across the 4 P's are often described as the marketing mix, meaning the mix of elements the business will employ to "go to market" and execute the marketing strategy. The overall goal for the marketing mix is to consistently deliver a compelling value proposition that reinforces the firm's chosen positioning, builds customer loyalty and brand equity among target customers, and achieves the firm's marketing and financial objectives. In many cases, marketing management will develop a marketing plan to specify how the company will execute the chosen strategy and achieve the business's objectives. The content of marketing plans varies for each firm, but commonly includes: An executive summary Situation analysis to summarize facts and insights gained from market research and marketing analysis The company's mission statement or long-term strategic vision A statement of the company's key objectives, often subdivided into marketing objectives and financial objectives The marketing strategy the business has chosen, specifying the target segments to be pursued and the competitive positioning to be achieved Implementation choices for each element of the marketing mix (the 4 P's) Project, process, and vendor management[edit]. More broadly, marketing managers work to design and improve the effectiveness of core marketing processes, such as new product development, brand management, marketing communications, and pricing. Marketers may employ the tools of business process re-engineering to ensure these processes are properly designed, and use a variety of process management techniques to keep them operating smoothly. Effective execution may require management of both internal resources and a variety of external vendors and service providers, such as the firm's advertising agency. Marketers may therefore coordinate with the company's Purchasing department on the procurement of these services. Under the area of marketing agency management (i.e. working with external marketing agencies and suppliers) are techniques such as agency performance evaluation, scope of work, incentive compensation, ERFx's and storage of agency information in a supplier database. Reporting, measurement, feedback and control systems[edit]. Marketing management employs a variety of metrics to measure progress against objectives. It is the responsibility of marketing managers to ensure that the execution of marketing programs achieves the desired objectives and does so in a cost-efficient manner. Marketing management therefore often makes use of various organizational control systems, such as sales forecasts, and sales force and reseller incentive programs, sales force management systems, and customer relationship management tools (CRM). Some software vendors have begun using the term customer data platform or marketing resource management to describe systems that facilitate an integrated approach for controlling marketing resources. In some cases, these efforts may be linked to various supply chain management systems, such as enterprise resource planning (ERP), material requirements planning (MRP), efficient consumer response (ECR), and inventory management systems. International marketing management[edit]. Globalization has led some firms to market beyond the borders of their home countries, making international marketing a part of those firms' marketing strategy.[6] Marketing managers are often responsible for influencing the level, timing, and composition of customer demand. In part, this is because the role of a marketing manager (or sometimes called managing marketer in small- and medium-sized enterprises) can vary significantly based on a business's size, corporate culture, and industry context. For example, in a small- and medium-sized enterprises, the managing marketer may contribute in both managerial and marketing operations roles for the company brands. In a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product.[7] To create an effective, cost-efficient marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate.[2] In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning. See also[edit]. Marketing effectiveness Predictive analytics Strategic management Outline of marketing References[edit]. ^ Porter, Michael (1998). Competitive Strategy (revised ed.). The Free Press. ISBN 0-684-84148-7. ^ a b Clancy, Kevin J.; Peter C. Kriegafsd (2000). Counter intuitive Marketing. The Free Press. ISBN 0-684-85555-0. ^ Kotler, Philip.; Kevin Lane Keller (2006). Marketing Management, 12th ed. Pearson Prentice Hall. ISBN 0-13-145757-8. ^ a b Ries, Al; Jack Trout (2000). Positioning: The Battle for Your Mind (20th anniversary ed.). McGraw-Hill. ISBN 0-07-135916-8. ^ Porter, Michael (1998). Competitive Advantage (revised ed.). The Free Press. ISBN 0-684-84146-0. ^ Joshi, Rakesh Mohan, (2005) International Marketing, Oxford University Press, New Delhi and New York ISBN 0-19-567123-6 ^ Kotler, P. and Keller, K.L. Marketing Management, 12th ed., Pearson, 2006, ISBN 0-13-145757-8 Further reading[edit]. Lenskold, James D. (2003). The Path to Campaign, Customer, and Corporate Profitability by James D. Lenskold. McGraw-Hill Professional. ISBN 0-07-141363-4. Retrieved 2008-11-03. Patterson, Laura (2008). Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization. Racom Communications. ISBN 978-1-933199-15-3. Klein, A. S.; Masi, R. J.; Weidner II, C. K. (1995). "Organization Culture, Distribution and Amount of Control, and Perceptions of Quality: An Empirical Study of Linkages". Group & Organization Management. 20 (2). doi:10.1177/1059601195202004. S2CID 145719140.CS1 maint: uses authors parameter (link) External links[edit]. Marketing at Wikibooks Quotations related to Marketing management at Wikiquote vteManagement Outline of business management Index of management articles By type of organization Academic Association Business Restaurant Healthcare Military Public By focus (within an organization)By scopeStrategic(top-level) Capability Change Communication Financial Innovation Performance Risk Systems By component Facility Product Product lifecycle Brand Program Project Construction By activity ordepartment managedLine Marketing Operations/production Process Quality Sales Staff Accounting Office Records By aspect orrelationship Customer relationship Engineering Logistics Perception Supply chain Talent By problem Conflict Crisis Stress By resource Environmental resource Field inventory Human resources Information Information technology Knowledge Land Materials Skills Technology Time Managementpositions Interim Middle Senior Methodsand approaches Adhocracy Collaborative method Distributed Earned value management Evidence-based management Full Range of Leadership Model Management by objectives Management style Macromanagement Micromanagement Scientific management Social entrepreneurship Team building Virtual management Management skillsand activities Decision-making Forecasting Leadership Pioneers andscholars Peter Drucker Eliyahu M. Goldratt Oliver E. Williamson Education Association of Technology, Management, and Applied Engineering Business school Certified Business Manager Chartered Management Institute Critical management studies Degrees Bachelor of Business Administration Master of Business Administration PhD in management Organizational studies Other Administration Collaboration Corporate governance Executive compensation Management consulting Management control Management cybernetics Management development Management fad Management system Managerial economics Managerial psychology Managerialism Organization development Organizational behavior management Pointy-haired Boss Williamson's model of managerial discretion Systems science portal Authority control National libraries United States Other Microsoft Academic Retrieved from "https://en.wikipedia.org/w/index.php?title=Marketing_management&oldid=1061570813" Categories: MarketingStrategic managementHidden categories: Articles with short descriptionShort description matches WikidataArticles needing additional references from December 2021All articles needing additional referencesCS1 maint: uses authors parameterArticles with LCCN identifiersArticles with MA identifiers Navigation menu. 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                            [body] => An Introduction to Marketing ManagementMenu Guide overview 1. Marketing ManagementWhat is marketing management?Why is marketing management important?What are processes of marketing management?Philosophies of marketing managementHow is a marketing strategy implemented?What does a marketing manager do?What are marketing management roles?2. Role of a Marketing Project Manager3. Building a Marketing Team4. How To Create a Marketing Strategy5. Developing a Marketing Plan6. How To Build a Marketing Calendar7. An Introduction to MarTech8. Marketing Tools & Software9. A Guide to Marketing Analytics10. Creating a Marketing Dashboard11. Marketing Resource Management12. FAQs13. Glossary Guide overview 1. Marketing ManagementWhat is marketing management?Why is marketing management important?What are processes of marketing management?Philosophies of marketing managementHow is a marketing strategy implemented?What does a marketing manager do?What are marketing management roles?2. Role of a Marketing Project Manager3. Building a Marketing Team4. How To Create a Marketing Strategy5. Developing a Marketing Plan6. How To Build a Marketing Calendar7. An Introduction to MarTech8. Marketing Tools & Software9. A Guide to Marketing Analytics10. Creating a Marketing Dashboard11. Marketing Resource Management12. FAQs13. GlossaryAn Introduction to Marketing Management. Being an effective marketing leader is more complex than it sounds. Speak to any marketing management professional and they’ll tell you that their work is equal parts strategy, planning, execution, and analysis. It’s easy to see why. Marketing professionals with a documented strategy are 313% more likely to succeed when compared to their peers who do not have a documented strategy.So, what is the role of marketing management in a wider business context and how does it help organizations plan for the future, understand their customers, improve internal processes, and create valuable products and services? Discover all of this and more in our marketing management guide.What is marketing management?Marketing management is centered on creating, planning, and implementing strategies that will help achieve wider business objectives. These business objectives can involve increasing brand awareness, boosting profits, or entering into previously untapped markets. When we begin to consider the field of marketing management, it’s important to look to marketing experts Philip Kotler and Kevin Lane Keller, who, in their book “Marketing Management," offer a standard marketing management definition as “the development, design, and implementation of marketing programs, processes and activities that recognize the breadth and interdependencies of the business environment.” These professionals need to study their customers, have a deep understanding of the methods and strategies that retain and delight them, and be active in measuring achievements and optimizing internal processes. Think of it this way: A high school teacher does not just teach. They have to understand their students, create methods and strategies for passing on information, and track student progress through metrics and achievements. In essence, the right marketing management processes should elevate a brand, establish a strategic marketing vision for an organization, and coordinate resources to get it all done.International marketing managementInternational marketing management encompasses marketing activities that take place across national borders.International marketing management requires that the marketing manager is able to achieve a deep understanding of the customer base in any country where the product is marketed, including cultural nuances and demographics particular to that nation. When you are marketing products in various other countries, you might need to engage with marketers in those localities, which will further expand your marketing management remit. This could involve hiring employees in that country or hiring a third-party marketing agency to better reach customers there.Why is marketing management important?Marketing management is important because reaching and engaging with potential customers is a vital component of a business strategy. While you could spend years getting a product ready to launch, without marketing management you would inevitably hit several stumbling blocks. At the outset, marketing management ensures you understand what your customer desires, down to colorways and packaging. Without it, you might find your product doesn’t even appeal to customers. After spending considerable time preparing your product or service to be released, the right marketing management processes ensure it reaches the ideal potential customer base via the right channels at the right time. Marketing management can take your business from average to profitable. This can be accomplished when a marketing management team is able to analyze customer profiles and market share ahead of time, and scrutinize campaign outcomes, team performance, ROI, and costs once the project is completed. What are processes of marketing management?Managers can use these processes to optimize marketing efforts from all angles. Some common processes include: Market and customer analysis: This marketing management process is all about understanding your organization’s current market position and analyzing consumer behavior.Development of strategy, goals, and objectives: Where does a business want to go? How does it plan to get there? After market and customer analysis, strategy will map the way forward.Product development: Marketing managers play a crucial role in product development. When it comes to articulating the benefits of a product, these professionals help craft poignant, on-brand messaging.Marketing program implementation: Once promising programs and campaigns have been identified, it’s time to deploy the right resources to launch them.Monitoring and control: Analysing the success of marketing programs and activities is a crucial process. It informs how future activities will be planned and implemented. How is a marketing management strategy created?A marketing management strategy is created in order to support the overall marketing strategy of a business. Whereas the marketing strategy involves the overall goals the company has with regard to reaching customers and markets, the marketing management strategy involves creating a marketing plan to reach those goals, and using a range of tools to ensure success is achieved. A marketing strategy often starts with a brand audit which will allow a company to ask and answer several questions that can help direct the future marketing management strategy. A company should seek to understand the following about their present situation: How its current brand strategy is working?What are its strengths and weaknesses with regard to resources and expertise?What opportunities and threats does it face?How does its pricing and costs compare to competitors?What strategic issues might be facing the company?A brand audit will allow a company to get a full picture of its competitive advantage in the market and any obstacles it needs to overcome in the future to maximize profitability. Once these questions are answered by relevant team members, strategic marketing management decisions can be made to create set goals and advance the company’s marketing vision. The marketing management strategy is the set of activities required to meet the company’s marketing strategy goals and includes elements like price points, product specifications, market location, and promotion. In order to create the marketing management strategy, marketers will first need to have a strong understanding of the data around market share, customer profiles, and any past campaigns and marketing activities. A marketing management strategy must take into account the core concepts of marketing management, including both the philosophies and features of the area. Philosophies of marketing management. There are a number of marketing management philosophies that determine marketing direction, stance, and activities. These philosophies are commonly called “marketing management concepts.” These concepts have developed over time, but generally dictate the prioritization of marketing efforts. Production concept: prioritizes production efficiency Product concept: prioritizes the quality of the product(s) Selling concept: prioritizes customer satisfaction Marketing concept: prioritizes profits through customer satisfaction Societal concept: prioritizes the societal impact of marketing activities These concepts help marketing managers develop strategies and refine their approaches. They also dictate monitoring methods as each concept will have unique benchmarks and indicators of success.Read moreblog postWhat Is a Marketing Environment?ebookHow To Set SMART Marketing GoalsFeatures of marketing management. Features of marketing management differ from philosophies of marketing management in that they describe the overall goals a marketing management strategy seeks to address. Features of marketing management include the following: Helps to understand and satisfy the customer’s needsAssists in achieving the company’s overall goalsConsists of a range of activitiesFacilitates successful exchanges between buyer and sellerWhen designing a marketing management strategy, it is vital that these features are taken into account. For instance, a marketing management strategy must address the research and data collection that enables marketing teams to understand the customer’s wants, needs, and demands. Simultaneously, the marketing management strategy needs to promote and advance the organization’s business goals and ultimately facilitate a successful exchange of goods between the organization and the customer.How is a marketing strategy implemented?Marketing management strategy is implemented using a variety of methods, tools, and resources. Activities of marketing managementTo achieve these goals, a marketing management strategy must consist of a wide range of marketing channel management activities related to price, product, place, and promotion. This is widely referred to as the marketing mix. The job of the marketing manager is to adjust each of these elements in order to maximize sales and ROI. The activities of marketing management fall into the following categories: Price: Price is the monetary value placed on a product. It depends on production costs, the segment of customers targeted and their ability to pay for the product, as well as demand for the product. Product: The product on the market needs to be optimized with target customers in mind in order for the remainder of the marketing mix to achieve the overall goal. Place: In marketing management, place refers to both the general and exact locations customers are able to purchase a product. This involves making choices about online or brick-and-mortar availability, as well as the specific locations therein. Promotion: Finally, activities such as various advertising channels, direct marketing, press releases, and even incentives can all be utilized to promote the product once it has been optimized and produced. What is the extended marketing mix? The extended marketing mix is an extension of the above-outlined marketing mix. It looks specifically at service businesses, rather than physical products. Marketing management professionals can adjust these seven levers in order to optimize campaign success. In addition to price, product, place, and promotion, the extended marketing mix also includes the following: People: In businesses that deliver a service, employees are a critical component, and the amount of training or remuneration they receive is a component of the marketing mix. Process: Service industries rely on a set of processes to ensure customers receive a quality result, and processes can be tightened in order to maximize productivity and efficiency. Physical Evidence: In service situations, for example a hair salon, the physical location can be optimized for the customer’s experience in order to encourage better word-of-mouth marketing. What does a marketing manager do?Depending on the size of the company, marketing management roles will vary in scope and responsibility, ranging from customer data analysis to managing a brand’s social media accounts. In a small or medium business, a marketing manager might be responsible for some of the following: Setting goals and objectives for the marketing function of the companyResearching customer base in order to ascertain which segments of the market are ideal for the company’s campaignsCoordinating with third-party vendors for events, or with other departments for the completion of graphic design of materialsOverseeing and control the marketing budget and making adjustments to ensure products and services are marketed appropriatelyWhat are marketing management roles?In larger companies, marketing management roles can be extensive and involve large teams. Specialized marketing management roles can range from digital marketing manager to product marketing manager, and each role has different responsibilities. Here are five examples of specialized marketing management roles: Digital marketing manager: A digital marketing manager develops, implements, and manages online marketing campaigns designed to promote a company’s products and services, and enhance its brand. Product marketing manager: A product marketing manager devises marketing plans to communicate features and benefits of new products to customers, delving into the market research on product trends and serving as the voice of the customer within the company to ensure products are designed to suit customer needs. Brand marketing manager: A brand marketing manager ensures that brand messaging and imagery is utilized consistently across the company and plans ways to increase brand recognition in the market. Content marketing manager: A content marketing manager focuses on creating effective, valuable, and consistent content that highlights a company’s products or services to potential customers. Social media marketing manager: A social media marketing manager works specifically on optimizing social media communication and interactions for the company, including, but not limited to Facebook, Twitter, and Instagram. What are some examples of marketing management tasks?Each specialized marketing management role requires a host of different tasks, although there is some overlap depending on the size of the organization. Each organization will have a slightly different set of roles, depending on the company’s marketing management requirements. Digital marketing manager: A digital marketing manager sets goals and monitors targets for any digital campaigns they have planned. Oftentimes, they are in charge of creating and implementing strategies for pay-per-click advertising, social media advertising, and email marketing campaigns. Product marketing manager: A product marketing manager will create messaging to differentiate products from others in the market and articulate the product’s unique selling point. They will also help plan and execute new product launches and write detailed case studies of client success to highlight to potential customers. Brand marketing manager: A brand marketing manager works closely with graphic designers to ensure the company’s logo and brand guidelines are used properly. Daily tasks could include monitoring social media for trends and pitching stories to journalists with whom you’ve built relationships. Content marketing manager: A content marketing manager’s tasks typically include planning content campaigns, placing articles with news organizations, or collaborating with bloggers to amplify information about the product or service. Content marketing managers will also produce materials like eBooks and blog posts, often with the goal of maximizing SEO opportunities and optimizing inbound marketing efforts. Social media marketing manager: A social media marketing manager plans campaigns for different channels, creates content via photography or video, and responds to questions or comments from potential or current customers.Where can I get marketing management training?Marketing management is a popular degree, diploma, and training subject. Top-tier universities and institutions across the world offer BA, MSc, and program certifications in this subject. It’s also possible to transition into a marketing management role by having relevant work experience and qualifications. A keen marketer may choose to rise in their position and take supplemental marketing management training courses as a way of exploring this career path. Of course, there is no better teacher than experience. As a marketer gains more knowledge and hands-on experience in the industry, they may find that a marketing management role is simply a natural career progression for them. What is the best marketing management software?When it comes to deciding on the best marketing management software for your organization, it’s important to pinpoint the essential features for your team. A marketing manager likely needs software that enables them to:Create and organize documentationTrack ongoing project progress each dayIntegrate with business intelligence tools like Tableau Proof and approve marketing materials and assetsInvite external stakeholders and clients to collaborateWrike does all of this and more. Wrike’s features enable 360-degree marketing management. From ideation to strategy, implementation, and monitoring, Wrike makes these processes easier and more efficient than ever.Enable cross-functional collaboration to sync product and marketing efforts, track key marketing metrics and benchmarks for every campaign, and give in-context feedback that keeps all your objectives on-track. Learn more about how Wrike’s robust features could help support your marketing strategies. Grab a free two-week trial and see why 2 million+ customers choose Wrike.Read moreblog postCreate a Marketing Plan With Wrikeblog postHow To Create A Marketing PersonaRole of a Marketing Project ManagertweetsharesharesendLeading сompanies сhoose WrikeDownload our mobile appfor your Android or iOS deviceAboutCompanyCareersBlogEventsNewsroomContact UsWrikeProductPricingProject TemplatesCustomersApps & IntegrationsAPISecurityCA Notice at CollectionSolutionsMarketingCreativeProject ManagementProduct DevelopmentProfessional ServicesAll TeamsResourcesFor Project ManagersFor MarketersFor ProductivityFor CollaborationWrike Free eBooksProject Management GuideProfessional Services GuideFor customersHelp CenterWebinarsCommunity ForumsConsultation ServicesUser ConferenceWrike StatusWrike SupportFor partnersWrike Partner ProgramLatest in Wrike BlogA Definitive Guide to Choosing IT MetricsWhat Are Segmentation Bases in Marketing?Scale Your Resource Management With Collaborative Work Management — Free eBookCycle Time vs. Lead Time: Everything You Should Know6 Project Management Trends to Expect in 20222022 Workplace Trends and Predictions You Should KnowWrike’s Work Intelligence™ Gets 3x Smarter With New CapabilitiesHow Wrike helps youSalesforce project managementGantt chartsCollaboration tools for studentsTask managementGoogle project management toolsFollow usLanguage: EnglishEnglishDanskDeutschEspañolFrançaisBahasa IndonesiaItalianoBahasa MelayuNederlandsNorskPolskiPortuguês (BR)SvenskaРусский日本語한국어中文(简体)繁體中文 ©2006-2021 Wrike, Inc. 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                            [body] => What is Marketing Management? Article Shared by ADVERTISEMENTS: Everything you need to know about marketing management. Marketing Management performs all managerial functions in the field of marketing. Marketing Management identifies market opportunities and comes out with appropriate strategies for exploring those opportunities profitably. It has to implement marketing programme and evaluate continuously the effectiveness of marketing-mix. It has to remove the deficiencies observed in the actual execution of marketing plans, policies, and procedures. It looks after the marketing system of the enterprise. ADVERTISEMENTS: Management is the process of getting things done in an organised and efficient manner. Marketing management aims at efficient operation of marketing activities. Marketing management smoothen the process of exchange of ownership of goods and services from seller to the buyer. Marketing management, like all other areas of management comprises of the function of planning, organising, directing coordinating and controlling. Learn about:- 1. Definition of Marketing Management 2. Marketing Concept 3. Features 4. Importance 5. Functions 6. Process 7. Scope 8. Marketing Mix 9. Marketing Decision Making 10. Orientation 11. Issues. What is Marketing Management: Introduction, Definition, Concept, Importance, Functions and Process. Content: Introduction to Marketing Management Definition of Marketing Management Marketing Concept Features of Marketing Management Importance of Marketing Management Functions of Marketing Management Process of Marketing Management Scope of Marketing Management Marketing Mix Marketing Decision Making Marketing Management Orientation Issues of Marketing Management What is Marketing Management – Introduction. In considering how the individual selling unit in the marketing system operates, we will investigate the question- What is market­ing management? Some readers will be students who intend to be in marketing management, others already are marketing manag­ers, and still others may be in related activities that bear on mar­keting management in either a managerial or a regulative capacity. ADVERTISEMENTS: To meet all their needs our main objective is to develop a structure, a “theory”, of managerial marketing around which they can organize their reading and experience in order to arrive at a better understanding of it. This understanding can serve two objectives. First, it will help them obtain new insights from the experiences they will be acquir­ing on the job in the future. Inevitably they will develop from experience some such structure to serve this crucial need anyway, so they can profit from new experience and new knowledge. To acquire such a structure from experience alone, however, is a slow and often uncertain process. Formal education can help them to speed this up so they grow in marketing skill much faster. Second, understanding of marketing management will permit a better grasp of the role of marketing in economic development, which many countries are so earnestly seeking. This structure is culture- free and can be applied to any environment. In general, study of marketing management leads to a better evaluation of marketing activity in terms of its performance in meeting the consumer’s needs. ADVERTISEMENTS: Marketing management is the process of decision making, planning, and controlling the marketing aspects of a company in terms of the marketing concept, somewhere within the marketing system. Before proceeding to examine some of the details of this process, com­ments on two aspects will be helpful background. The marketing concept is simple in principle but often very diffi­cult, if not impossible, to fully implement. Adam Smith’s com­ment cited above is most consistent with it. The concept is that a company can more effectively serve its own objectives if it will integrate the various aspects of its marketing activities explicitly so as to meet the preferences of its customers. To one unfamiliar with company practice the need for implementing the concept and the capacity to do it would seem to be so obvious as not to merit discussion. This process of marketing management takes place “some­where” within the marketing system. Having seen the marketing system portrayed, you know that “somewhere” can be within any of the many, many companies—manufacturing, wholesaling and retailing—that make it up. Marketing management is practiced in every one of them. Assume, to simplify, that we are concerned only with the man­ufacturing level in a direct sense because the manager we are considering occupies a marketing management position there. What is the nature of each of the three elements making up the marketing management process – decision making, planning, and control? What is Marketing Management – Definition: Provided by Institute of Marketing Management and Philip Kotler. Traditionally, markets were viewed as a place for exchange of goods and services between sellers and buyers to the mutual benefit of both. Today, marketing is exchange of values between the seller and the buyer. Value implies worth related to the goods and services being exchanged. The buyer will be ready to pay for the goods if they have some value for him. Marketing is the business function that controls the level and composition of demand in the market. It deals with creating and maintaining demand for goods and services of the organization. Marketing management is “planning, organising, controlling and implementing of marketing programmes, policies, strategies and tactics designed to create and satisfy the demand for the firms’ product offerings or services as a means of generating an acceptable profit.” ADVERTISEMENTS: It deals with creating and regulating the demand and providing goods to customers for which they are willing to pay a price worth their value. Marketing Management performs all managerial functions in the field of marketing. Marketing Management identifies market opportunities and comes out with appropriate strategies for exploring those opportunities profitably. It has to implement marketing programme and evaluate continuously the effectiveness of marketing-mix. It has to remove the deficiencies observed in the actual execution of marketing plans, policies, and procedures. It looks after the marketing system of the enterprise. Institute of Marketing Management, England, has defined Marketing Management as “Marketing Management is the creative management function which promotes trade and employment by assessing consumer needs and initiating research and development to meet them. It co-ordinates the resources of production and distribution of goods and services, determines and directs the total efforts required to sell profitably to ultimate user”. According to Philip Kotler, “Marketing Management is the art and science of choosing target markets and building profitable relationship with them. Marketing management is a process involving analysis, planning, implementing and control and it covers goods, services, ideas and the goal is to produce satisfaction to the parties involved”. ADVERTISEMENTS: From the above definitions, we can conclude that Marketing Management is the process of management of marketing programmes for accomplishing organizational goals and objectives. Marketing Management Involves: 1. The setting of marketing goals and objectives, 2. Developing the marketing plan, ADVERTISEMENTS: 3. Organising the marketing function, 4. Putting the marketing plan into action and 5. Controlling the marketing programme. Marketing Management is both a science as well as an art. Those responsible for marketing should have good understanding of the various concepts and practices in marketing, communication, and analytical skills and ability to maintain effective relationship with customers, which will enable them to plan and execute marketing plans. Continuous practice in the areas of personal selling, sales promotion, advertising, etc. would enable them to become artists. Scientific and artistic aspects of marketing would influence each other, leading to a new generation of marketing managers. What is Marketing Management – Concept. This concept advocates that a manufacturer should begin his task with the consumer focus. He has to primarily study the consumer and understand the needs, desires, requirements and conveniences of the latter. A manufacturer should design a new product or improve an existing one strictly keeping in mind the needs, desires etc. of the consumer. The product should exactly satisfy the consumer. ADVERTISEMENTS: Therefore, a manufacturer should design and manufacture a product which will be accepted by the consumer rather than the one which can be manufactured by him easily. A consumer is basically fastidious and fickle minded. This makes that task of understanding the consumer and designing an appropriate product much more difficult, however this is the only way a manufacturer can succeed in a competitive market. Selling should be preceded by customer study, marketing research and product development. The entire focus should be on the consumer and his needs. “There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the consumer so well that that the product or service fits him and sells itself. Ideally marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available” – Peter Drucker. This concept is also called customer orientation. The marketing concept which is also called the modern marketing concept as practised by most of the firms in the present situation is actually a combination of all the other concepts. The modern marketing concept consists of an integrated effort on the part of the marketer to identify the consumer needs and satisfy them through appropriately designed products and for this task use all the marketing techniques related to product, selling, market study, consumer behavior, product designing, pricing etc. “The Marketing concept is a customer orientation backed by integrated marketing aimed at generating customer satisfaction as the key to satisfying organizational goals”. – Philip Kotler ADVERTISEMENTS: “Modern marketing concept is a corporate state of mind that insists on the integration and co-ordination of all marketing functions which in turn are welded with the other corporate functions for the basic objective of producing maximum long range corporate profits.” -Felton The following are the features of marketing concept (modern marketing concept, integrated marketing concept, customer orientation): i. Focus on customer needs – The needs of the consumer are studied and these become the basis of all product related activities such as designing, pricing, distribution, packaging etc. ii. Providing consumer satisfaction – Every organization aims at providing maximum consumer satisfaction by understanding his needs and designing an appropriate product. The success of an organization is directly related to the consumer satisfaction it provides. iii. Integrated Marketing Management – Marketing management is only a part of the total managerial functions of an organization such as finance management, production management, human resources management etc. All these functions are integrated in order to provide maximum satisfaction to the consumer. Thus all the functional areas of an organization are integrated. iv. Achieving organizational goals – Modern marketing states that an organization must aim at maximizing consumer satisfaction and in the process enable itself to achieve its goals such as growth, market share and reasonable amount of profit or return on investment. ADVERTISEMENTS: v. Innovation – Innovation is an important tool to provide consumer satisfaction. Innovative methods must be used to understand the consumer, design an appropriate product and offer it to the consumer. What is Marketing Management – Features: Managerial Process, Consumer Centric, Research Analysis, Planning and Development and a Few Others . 1. Managerial Process: Marketing management is a managerial process involving planning, organising, decision making, forecasting, directing, coordinating and controlling. Stanley Vance defines management as the process of decision making and controlling. Every aspect of marketing, starting with identifying the consumer’s need and wants, identifying the targeted customer, product planning, development, pricing, promotion, distribution process requires planning, decision making, coordination and controlling. 2. Consumer Centric: All marketing activities are consumer centric. The consumers are the king. Marketing activities are based on the premise of “make what the market wants”. The principal objective of marketing is to create new customers and to retain current customer. Marketing management performs the task of converting the potential customers into actual customer. This is possible through satisfaction of customer’s needs and wants by delivering them, appropriate goods and services according to their needs and wants, at right time and through convenient channel. ADVERTISEMENTS: 3. Research Analysis: The basis function of marketing is identification of consumer’s needs and wants .This requires continuous and systematic collection of data, analysis and reporting of data relevant to marketing activities. This helps the management to understand consumer’s needs, wants, preferences and behaviour of the consumer towards firm’s marketing mix strategies. This helps in forecasting and planning future course of action. 4. Planning and Development: Marketing involves planning and development of goods and services. Organizations make a continuous endeavour towards planning, development and innovation of product and services so as to meet the changing demand, taste and preferences of the consumers. 5. Building Marketing Framework: Marketing activities are not just selling and distribution of ownership of goods and services from the producer to the ultimate consumer. But it involves a series of activities like research analysis, production, development and innovation, advertisement and promotion pricing decision, selling and distribution, customer relationship and after sales service. All these functional areas of marketing must be effectively planned, organised and built effectively to achieve best results. Marketing structure depends upon the size of the enterprise, geographical coverage of the operation, number of product lines, nature of product, size of customers. 6. Organizational Objectives: All marketing activities are based on overall organisational objectives. The marketer bridges the gap between overall organisational objectives of achieving high profit and maximization of sales and consumer’s interest of satisfying needs. 7. Promotional and Communication Process: The ultimate objective of a firm is to maximise sales volume and profit. This can be achieved through promotion and communication about the goods and services. This function of marketing management enables the firm to provide information about the product to the customers. 8. Controlling of Activities: Marketing management performs the function of controlling of marketing activities. Marketing management evaluates the effectiveness of marketing activities, to judge the efficiency of marketing personnel and the plans. This process involves measuring the actual performance with the standard and identifying the deviations and taking corrective actions. What is Marketing Management – Importance: Analysing Market Opportunities, Determination of Target Market, Planning and Decision Making and a Few More. Marketing management smoothen the process of exchange of ownership of goods and services from seller to the buyer. 1. Analysing Market Opportunities: Marketing management collects and analyses information related to consumer’s needs, wants and demands, competitor’s marketing strategies, changing market trends and preferences. This helps to identify market opportunities. 2. Determination of Target Market: Marketing management helps to identify the target market that the organization wishes to offer its product. 3. Planning and Decision Making: Marketing management helps to prepare future course of action. Planning relates to product introduction, diversification. Decision making regarding pricing, selection of promotional mix, selection of distribution channel is taken by the marketing management. 4. Creation of Customer: Consumers determine the future of the market .Therefore providing the best product to the consumer according to their preference is the important task of marketing. Marketing management helps in creation of new customers and retention of current customers. 5. Helps in Increasing Profit: Marketing caters to the varied and unlimited needs of consumers. Marketing management helps to increase profit and sales volume. This is achieved by expansion of market and increasing customers. 6. Improvement in Quality of Life: Marketing management aims at providing innovative product and services to the customers. Marketers continuously strive to incorporate new technology and mechanism in their product to provide more satisfaction to customers than before. This improves quality of life and makes life of consumers easier than before. 7. Employment Opportunities: Marketing process is a combination of different activities like research work to assess the marketing environment, product planning and development, promotion, distribution of product to customers and after sales service. Marketing process requires researcher, production engineer, different distribution intermediaries, sales personnel also creates employment opportunities in advertisement section. Thus marketing management opened up different employment avenues thus creating employment opportunities. What is Marketing Management – Functions: Assessing the Marketing Opportunities, Planning the Marketing Activities, Organising the Marketing Activities and a Few Others. Marketing is related to markets and therefore marketing management calls for integration of the various elements of market. It has the task of organising these elements into an effective operating system so that it can serve both customer and business enterprise effectively. Various functions of marketing management are: 1. Assessing the Marketing Opportunities: Determination of marketing objectives and assessment of the marketing opportunities for the firm, is an important function of marketing management. The constantly changing market conditions and opportunities make it imperative for the marketing management to come out with planned progammes to meet the challenges, and reap the opportunities. 2. Planning the Marketing Activities: Planning is an important managerial function. Planning of marketing activities is a crucial task and involves numerous steps. It involves planning effective strategies to achieve the desired marketing objectives. It is concerned with formulation of policies relating to product, price, channels of distribution, promotional measures, forecast of target sales etc. Planning provides the basis for an effective marketing for the enterprise. 3. Organising the Marketing Activities: Another significant function of marketing is organising it implies determination of various activities to be performed and assigning these activities to right person, so that marketing objectives are achieved. In the light of the changing concept of marketing, it is necessary that the organisation structure is flexible and accommodative. This will help in better interaction between organisation and environment. 4. Co-Ordinating Different Activities of Enterprise: Even the best of planning will not be rewarding if there is improper coordination between different activities of the organisation. Marketing involves various activities and these are inter-related and interdependent. Product decisions, pricing strategies, channel structure research activities all require proper coordination. Only then the objectives can be achieved. 5. Directing and Motivating the Employee: A good direction is a must for effective performance of marketing functions. Direction helps in rightful performance of the work. Different leadership style are practised to guide the subordinates. A leader directs his subordinates and ensures through effective supervision, that the performance is as per planned specification. At the same time, it is necessary that employers are properly motivated. Motivation not only helps in better performance by the employee but also holds him back to the organisation for longer periods. These days organisations are very serious as far as their motivation policies are concerned. New ways of motivation are being introduced so that the employee gives his best of services. 6. Evaluating and Controlling Marketing Efforts: In order to have a profitable venture, marketing manager must on a continuous basis, evaluate the marketing efforts. This will help him in knowing the deficiencies if any, which can be corrected beforehand only and proper adjustments can be made with the changing environment. Controlling is a managerial function concerned with comparison of actual performance with the standard performance and locating the shortcomings if any, finally corrective measures are taken to overcome the shortcomings. What is Marketing Management – Process Marketing Management process involves the following: 1. Managerial marketing process starts with the determination of mission and goals of the entire enterprise and then defines the marketing objectives to be accomplished. 2. Evaluate corporate capabilities on the basis of our strengths and weaknesses. 3. Determine marketing opportunities which have to be capitalised. We have to identify and evaluate unsatisfied and potential customers’ needs and desires. Market segmentation will enable us to select target markets on which we can concentrate our efforts. Marketing opportunities are influenced by marketing environment, competition, government policies, mass-media, consumerism, public opinion, distribution structure, etc. 4. Once the company has full information regarding marketing opportunities, they can formulate marketing strategies in the form of dynamic action-oriented formal plans to achieve mission, goal, and objectives. A strategy is a pattern of purposes and policies, a planned course of action in pursuit of clearly stated objectives in the face of limited resources, and intelligent competition. Marketing strategy points out the level, mix, and allocation of marketing efforts in marketing action plans. The company has appropriate marketing-mix for each target market. The marketing-mix is expected to sell more than competitors. 5. Marketing action plans or programmes are to be implemented through proper communication, coordination as well as motivation of marketing personnel. 6. Performance according to plan is duly assured by effective marketing control. An effective control system is essential to measure and evaluate the actual results of the marketing strategy. The results are evaluated against our desired objectives. Feedback of evaluation enables marketing management to revise, adopt, or modify goals and objectives and replan on the basis of feedback of evaluation. 7. Marketing process is on-going or dynamic and it must adapt itself to the ever-changing environmental needs. Notes: 1. Marketing programme starts from the product concept and it does not end until customer wants are adequately satisfied. 2. Profitable sales over the long-run and repeat-purchase by customers are vital to success in marketing. 3. Marketing research and marketing information service alone can act as effective tool in all decisions of Marketing Management 4. Marketing policies cover marketing analysis and research, product analysis, marketing channels, personal selling, sales promotion and advertising, pricing and non-price competition. What is Marketing Management – Scope: Marketing Research, Determination of Objectives, Planning Marketing Activities, Pricing of Product and a Few Others. Marketing management, like all other areas of management comprises of the function of planning, organising, directing coordinating and controlling. 1. Marketing research: Marketing research involves identification of needs, wants taste and preferences of the targeted customer. Marketing management conducts a continuous analysis of consumer’s behaviour towards firm’s marketing mix strategies, business environment; competitor’s marketing strategies in order to plan effectively the marketing activities of future. 2. Determination of Objectives: Marketing management performs the task of setting marketing objectives. The marketing objectives are set in accordance with the overall organisational objectives of profit maximization. Marketing objectives relates to attracting new customers, retention of current customer, expansion of customer base, introduction of new product, improvement of old product and so on. Marketing management aims at maximising the customer’s value by providing high satisfaction to the customers. 3. Planning Marketing Activities: Planning involves determining the future course of action. Planning helps in accomplishment of objectives in a systematic manner. Planning of marketing activities relates to determining product line strategies, planning for product diversification, advertisement and promotional activities, planning related to selling and distribution process. Planning may be conducted on short term, medium term and long term basis depending upon the requirements. Plans should be flexible so as to adjust with the changing business environment. 4. Product Planning and Development: Product is the basic element of marketing. Products are goods or services that are offered to the customer for satisfying their needs and wants. Products are customer oriented and offered to the customer’s as per their requirement and preferences. Product planning involves new product development, product innovation, product diversification plan. 5. Pricing of Product: Pricing is a complex function of marketing management. In most of the cases prices form the decision making criterion for purchase decision. Pricing decisions are based on cost of the manufacturing and distribution of product, competitor’s pricing strategies, customer’s willingness to pay for the product, customer’s perception about the product. 6. Promotion: Promotion and advertisement are essential in order to maximise sales. Promotion and advertisement is essential to provide information to the customers about the product, to attract new customers, to provide reminder to customers about the product and to continue purchase, to provide information about product improvement or introduction of new brand. Marketing management develops new techniques and tools for promotion of their product. 7. Distribution: Distribution process facilitates easy availability of goods and services to the customers at right time and at right and convenient location. Selection of distribution channel depends upon the nature of the product, price of the product, availability of intermediaries for distribution and cost involved in the distribution process. 8. Evaluation and Controlling of Marketing Activities: Marketing management performs the task of evaluation and controlling of the marketing activities. Evaluation enables identification of effectiveness of marketing plans and actions. What is Marketing Management – Marketing Mix: Product Mix, Pricing Mix and Promotion Mix. The marketing manager makes marketing plans within the framework of controllable and non-controllable variables. The non-controllable variables are social, technological, political, cultural and legal factors which affect the marketing strategies. Controllable factors are the product, price, promotion and channels of distribution. Marketing mix is the combination of four controllable variables that make a successful marketing programme. (a) Product Mix: It deals with physical attributes of the product and the benefits associated with use of that product. Ownership of the product gives a sense of pride and satisfaction to the consumer and, therefore, the product should be properly designed, coloured and packed. (b) Pricing Mix: Pricing is an important decision made by the marketing manager. While pricing a product, managers consider factors such as costs, legal framework, prices charged by competitors and the prices that consumers are ready to pay. Managers must price the product to recover the costs and earn a reasonable return on capital. This ensures long-run survival and growth of the enterprise. (c) Promotion Mix: It refers to firm’s communication with the consumers regarding the product. It motivates them to buy the goods. Sales can be promoted in three ways: (i) Advertisement: It presents the product details to consumers through media. It is a non-personal means of communication. (ii) Personal Selling: The seller directly contacts the buyer and convinces him to buy the goods and services. (iii) Sales Promotion: It supplements advertisement and personal selling as a means of promoting sales. It increases sales by holding contests, lotteries etc. Different combinations of sales promotion techniques can be used at a point of time. (d) Channel Mix: After the product is designed, priced and advertised, it arouses consumers’ interest to buy it. The channel mix identifies the path or the route through which goods are transferred from sellers to buyers. The seller may sell directly to the buyer or through intermediation of wholesalers and retailers. More than one channel of distribution can be adopted at the same time; for example, a wholesaler can sell through retailers and also directly to consumers. The channel mix not only selects a channel of distribution, it also maintains it to ensure consistency in the selling practices followed by the sales people. What is Marketing Management – Marketing Decision Making: Product Variation, Marketing Channels, Prices and Promotion. The manager makes decisions about things he can control—the controllable. In very general terms, what does he decide? Roughly, he decides the kind of a product to produce, the kind of a distribu­tion system to use, the price to charge, advertising messages and media, and the salesmen’s message to customers on whom they call. In making these decisions he learns from experience to use an operating principle which simplifies his task and avoids substan­tial frustration. It might be called the “law” of marketing manage­ment, like other rules of behaviour such as Aristotle’s Golden Mean and the Golden Rule. This “law” of marketing management states- Since some things are controllable and others are not, sepa­rate the controllable from the uncontrollable and don’t waste your time and energy trying to change the uncontrollable. Rather attempt to understand it so you can adapt the controllable to the uncontrollable in such a way as to satisfy your company’s needs as effectively as possible. The application of this law is an art in which analytic tools from science can aid. As suggested by the discussion of the marketing system, there is a complex of more or less uncontrollable forces operating on the manager. These can be summarized, as in the outer hexagon of Figure 6, as competition, demand, non-marketing cost, structure of distribution, public policy, and company organization. Underlying these are, of course, the much more fundamental forces of techno­logical, social, political, and economic change. While over the long term these factors will share the nature of the uncontrollable forces, the manager is forced by such aspects as convenience and lack of adequate data to concern himself mainly with the immedi­ate uncontrollable item. The inside pentagon of Figure 6 portrays the controllable ele­ments, the ones about which the marketing manager can decide. The art of marketing management is the effective adaptation of these elements to the uncontrollable in the marketing environ­ment so as to optimize the company’s welfare. This optimum welfare can be thought of as the maximum area attainable in the inner pentagon within the constraints of its environment, the outer hexagon. With Figure 6 for perspective, we will first examine each of the controllables. These relate to: (1) Product or service variation, (2) Selection and management of marketing channels for distribut­ing the product, (3) Setting prices, and (4) Fixing and allocating the promotional budget to advertising and selling. (1) Product Variation: A company’s modification of the nature of its offering is achieved through product and service decisions which are essentially of two types. Some decisions are concerned with change of an existing product to conform more nearly to the demands of the market. These changes may be superficial or fun­damental (for example, the use of a new package as opposed to a revolutionary redesign of the product). Other decisions concern dropping or adding an item to the product line. These decisions of product change and change in product line are common, since few companies in the United States produce a single product. They are also serious decisions for most firms. A marketing manager must be constantly on the alert to exploit new-product opportunities and to avoid continuing an unprofitable item. (2) Marketing Channels: All companies must choose the set of channels they think will be most effective. The possibilities, as we have seen, are almost unlimited. Selecting the correct channel requires careful analysis, particularly since the decision usually involves a heavy investment of time by managers and salesmen and goes far in fixing the rest of the marketing plan for some time into the future. The spatial aspects of the structure of distribution, for example, the geographical concentration of buyers in each market, will make a great difference in determining the best set of channels for a particular situation. (3) Prices: Prices must be set. Competitors’ prices typically estab­lish significant limits to the range of choice, but there is usually some discretion. There are many pricing problems. Not only must a number of products be priced, but if a marketing channel other than direct-to-user is employed, consideration must often be given to the prices set at each level of the marketing channel. Finally, some buyers may receive a different price (or discount as it is usually called), based on such factors as the quantity they purchase. (4) Promotion: Most companies must use some type of promo­tional effort. The function of both types of promotion—advertising and personal selling—is to provide potential buyers with informa­tion about the product—its quality, its availability, and its price. A salesman may well perform other functions, such as delivery and repair, but, to simplify he will be viewed here as a conveyer and receiver of information. Thus advertising and personal selling are alternative methods of performing the function of conveying information, but a particular blend of the two may be more effec­tive than either of them alone. In many companies promotion decision require much of the marketing manager’s time. Advertising is concerned with deciding how much advertising to use, what media to use (newspapers, radio, television, direct mail, billboard, car cards, point-of-purchase display, etc.,); the fre­quency with which the advertisements will appear (daily, weekly, monthly, etc.,); and the message to be employed (this involves the artwork and copy prepared for printed media and the commer­cials prepared for radio and television. Personal selling deals with the selection, supervision, and training of salesmen; the allocation of salesmen to territories; and the evaluation of salesmen. “Promotion” is also often used in the trade literature in a restricts sense of special pricing arrangements to retailers and consumers. The uncontrollable or environmental elements that the decision maker must adapt to, as shown in the outer hexagon of Figure 6, are not uncontrollable in an absolute sense. Instead they can best be viewed as controllable, but only at a cost. They are: (i) Demand, (ii) Competition, (iii) Non marketing costs, (iv) Structure of distribu­tion, (v) Public policy, and (vi) Company organization. What is Marketing Management – Orientation: Production, Product, Selling, Marketing and Societal Marketing Orientation. Marketing is all about interacting with markets, notwithstanding whether it is for profit or for non-profit. Firms such as Hindustan Unilever Limited (HUL) and Procter & Gamble (P&G) operate in consumer markets whereas Schneider Electric and Larsen & Toubro (L&T) are business to business marketers. Humans have various ideas as to how life should be conducted. Some kind of philosophical core governs behaviours setting up moral and ethical boundaries. It is this philosophical idea that sets apart right from wrong and what is acceptable and what is not. The absence of a strong philosophical core is likely to render a person inconsistent and confused. In a similar vein, organizations need philosophy to guide their thinking and behaviour. Organizations can be distinguished in terms of their corporate mindset or business orientation. The orientation, in case of a person, influences his or her fundamental attitude, belief, feeling, and action with respect to a particular subject or issue, whereas an organization’s interaction with its market in terms of extended responses is influenced by its governing philosophy or orientation. This implies that an organization can choose to conduct its business or marketing activity in different ways. Five different philosophies or concepts have been distinguished, namely production concept, product concept, selling concept, marketing concept, and societal marketing concept. The ideas contained in these concepts give rise to different cultures in terms of how business is conducted with consumers. These concepts suggest that there are different ways to achieve organizational goals. i. Production Orientation: Production concept is probably the oldest business governing idea, which dates back to the period of short supply of goods. Earlier when demand exceeded supply, there was no incentive for the firms to factor in consumers into their operation. A business that is run on production oriented philosophy works with markets with the belief that product availability and affordability are key determinants of consumer buying. This assumption creates strategic orientation that a firm should focus on while making the product available and affordable. The availability and affordability imperative brings two functions, namely distribution and production, at the centre of marketing strategy. Accordingly, the first management task is to find an efficient distribution strategy that ensures product availability so that consumers can buy products with ease. Second, work on the production systems to bring down cost so that more consumers could buy them. The cost reduction creates affordability and thereby expands market. The production concept was common to firms during the early period of industrialization when different products were born. Ford in its early times practised production concept where the company sought to bring down car prices so that it could attract a large number of customers. Ford’s Model T was among the early cars that was manufactured on an assembly line, which reduced the car’s production cost by efficiencies in production processes. Production concept could still hold true in industries where consumer buying is predominantly done on the basis of price (they do not attach importance to non-price differentiation) and ease of buying. Such a situation is often seen in commodity markets such as sand, cement, and iron ore. Mergers and acquisitions in the field of commodities such as cement, aluminium, and steel are guided by a motive to create large production systems that become instrumental in driving the cost of production down through economies of scale and experience curve effects. ii. Product Orientation: Businesses operate in a dynamic environment. Two of the important marketplace forces are consumers and competition. With the passage of time the consumer and competitive conditions evolved. As participating firms in a market went up so did the product availability. The markets gradually shifted from excess demand to surplus supply. In this new evolved scenario, the old mantra of availability and affordability became ineffective. The ideas enshrined in production concept gradually got diffused across different firms rendering participating firms similar in their marketing approach. This called for revisiting the business orientation and discovering something new which would allow firms to deal with the emerged scenario effectively. The key ideas of availability and affordability were found to be necessary but not sufficient to succeed. This led to a change in business orientation and product concept came into existence. The product concept shifted the focus to product quality, thus stating that ‘the consumer would favour products with the highest quality at a given price’. The product concept is based on the belief that consumers are motivated to buy those products that offer most quality. This proposition changed the marketing focus to developing better products and improving them over time. Prima facie this concept makes good sense. People do look for better quality products and services. This concept created a kind of product obsession wherein production managers sought to concentrate on quality improvement and built better product than ever before. However, soon this blind faith in the power of product quality exposed its fallacy. The belief that a better product is always bought by consumers actually turned out to be wrong. Ralph Waldo Emerson wrote, ‘If a man can write a better book, preach a better sermon, or make a better mouse-trap than his neighbour, though he build his house in the woods, the world will make a beaten path to his door’. This statement probably inspired the product concept, which lays absolute faith in the power of quality so much so that it blinds its followers to the reality. For many marketing companies product orientation turns out to be a trap. The advice given by Emerson that if you build a better mouse-trap the world would make a beaten path to your door wrongly shifts marketing focus from consumer to product. What guarantees that a better mouse-trap will always get sold? Suppose somebody manages to invent an excellent quality mouse-trap, does it mean that people would flock at his door to take it? The answer is no, unless they face the menace of mice. People are not interested in products, rather they want a solution to their problems. The better mouse-trap is a fallacy that may wrongly orient an organization into believing that people buy products when instead they buy solutions of their problems. The product concept ignores the role of other marketing activities. People are unlikely to throng to buy a superior quality product automatically. The creation of superior quality product cannot be a ‘be all’ strategy. Even if a good quality product has been created for people to make a beaten path to firm’s door, many other enabling things will have to be done to make that happen. First, people who could buy the product must be made aware and be informed about its superiority. Second, the product needs to be attractively designed, packaged, priced, and made available so that consumers can see, touch, and feel and become willing to buy it. iii. Selling Orientation: As time progressed several industries witnessed expansion of production capacity. This intensified competition and put pressure on firms to offer better quality products. It tilted the marketing situation in favour of the buyers. Reluctance was observed on the part of the buyer to respond promptly to marketed products and services. The failure of earlier ideas in getting consumer response caused managers to rethink what they thought to be the key to doing business. This search led to the discovery of selling concept. The selling concept reposed faith in the power of persuasion. The followers of selling orientation have the belief that ‘it is a belief that consumers will not purchase or purchase enough of an organization’s product unless their interest is stimulated and they are persuaded to buy.’ The selling concept starts with an assumption that consumers are indifferent or reluctant to marketed products or services. This is especially true for things that are perceived to be inessential. Several products and services such as insurance and preventive health check-ups face consumer resistance because they are perceived to be unnecessary. Two categories of products can be distinguished, namely bought products and sold products. Bought products are the ones consumers are self-motivated to buy for their perceived importance and interest (e.g., cosmetics and spectacles), whereas sold products are the ones consumers are unlikely to buy on their own. It is for this indifference and reluctance that the sold products are pushed or offloaded on to buyers by putting in selling efforts. People rarely buy insurance and maintenance contract out of their self-motivation. The sales orientation lays stress on overcoming consumer resistance through information, persuasion, and often hard selling. Selling is based on the premise that a consumer can be manipulated and cajoled into buying what is being sold. It reposes great faith in the power of salesmanship and advertising. Consumers can be either psyched out or lured into giving a favourable response. It is not uncommon to come across aggressive pushy salesmen in trades such as car dealerships, insurance, credit cards, real estate, fund raisers, and grocery stores. The selling orientation exclusively focuses attention on ways to push the product across with little or no regard for consumer interest. A practitioner of selling is guided by his own self-interest rather than the interest of the buyer. The selling concept can have disastrous consequences in the long term. A customer can be lured into buying by the power of persuasion or aggression only once but not repeatedly. The customers victimized by the power of seller aggression become dissatisfied and vent their anger by spreading negative word- of-mouth publicity. The negative publicity influences future sales by turning potential customers into non-customers. This can erode future business opportunities. Selling approach can yield successful outcomes in situations when an organization enjoys unending supply of customers and it does not have to depend upon repeat sales. This orientation is practised by sellers at the railway stations and places of tourist attraction. Their survival does not depend on repeat business from the same customer. iv. Marketing Orientation: Selling orientation is likely to be ineffective when an organization has to depend upon repeat business. The constraint of repeat business changes the marketing paradigm in favour of the customer. It becomes a legitimate concern of businesses to discover what actually is critical to get the customers to keep coming back. The new reality of competitive intensification and market saturation led to the discovery of marketing concept in 1950s that placed the customer at the centre of the marketing universe. The earlier philosophies were centred on something that belonged inside the firm such as product, technology, production, or sales effort. The marketing concept reversed the inside-out approach to outside-in approach, which implied that the business of an organization is not dictated by insiders or managers rather is dependent on outsiders or customers. The marketing concept believes that ‘It is fundamental for the organization to determine the needs and wants of target customers and develop and deliver satisfaction better than competitors.’ The marketing concept holds customer satisfaction as the key to achieving organizational goals. The dominant business logic according to marketing concept is that an organization depends upon customers for its survival. It is the customers who open up revenue streams. Revenue is not found inside an organization rather it resides outside, in the customer’s pocket. Customer is the source of revenue. The only way to get customers to open their wallet is to offer those satisfying products and services. Therefore, customer satisfaction becomes the first precondition to do business in a competitive scenario. Customers do not patronize a dissatisfying organization if they have an option. Let us consider how a customer chooses a product such as a toothpaste or a mobile phone. The choice is generally based on a subtle or elaborate calculation as to which out of the available brands offers the best satisfaction. Therefore, customer satisfaction is an essential starting point for doing business in the current business environment. Marketing concept was initially met with a lot of resistance by managers because it sought to create a power shift from managers to customers. The earlier belief that decisions like what to produce, how to produce, how to sell, and where to distribute were the prerogative of people inside the organization and customer’s role was confined to ‘take it or leave it’. In the absence of choice, customers were forced into compliance or subordination by organizations. Marketing concept makes customer supreme and seeks to achieve organizational goals through customer satisfaction. Profit goals will only be achieved if customers willingly accept product or services. Getting the customer to do business with the firm is supreme and that is likely to happen only when managers give up their ego and work with subordinates as a team to target customers. Marketing ensures that all decisions are taken for customer satisfaction. The essence of marketing concept is that the business of an organization is not what managers want it to be rather what customers want it to be. Customers are the ultimate arbiters who decide whether the decisions taken in an organization are correct or not. In marketing, a product or service represents condensation of all decisions taken by managers. These are put to test at the point of purchase. For instance, in compact detergent market Surf competes with Ariel; these brands essentially represent the condensation of decisions made by their respective managers, which include decisions regarding colour, quality, packaging, price, brand name, form, communication and availability. The correctness of these decisions is determined not by managers who take them rather customers. A positive customer response affirms that the managers’ decisions regarding that particular brand were right. A situation where the managers claim correctness of their decisions but the customer does not respond favourably is not possible. A decision is right only if it creates a satisfied customer. Marketing concept introduced a paradigm shift that the whole business has to be seen from the point of its final result, that is, customer’s point of view. The marketing concept is put into practice by shifting the focus of value creation process to market or customers. The processes are- (i) choice of the market (e.g., Apple operates in mobile handset market), (ii) selection of the target customer group (e.g., Apple does not cater to all customers in mobile handset market rather it targets the premium ones), (iii) determination of what customers in the target group need and want or what constitutes the concept of satisfaction (e.g., Apple understands what its target customers want in terms of usage ease, product touch and feel, instrument looks, and communication eco system), (iv) develop products or services in response to customer needs and wants (e.g., Apple devices like iPhone 6 is an outcome of product development in consonance with customer expectations), (v) plan how the product or service in question offers better satisfaction than competition (e.g., Apple devices score over its competitors in a number of customer significant ways such as aesthetics, appeal, and imagery). Marketing concept offers a pragmatic solution as to how to survive in a competitive situation by putting customer at the centre of the business universe and singularly committing to create customer satisfaction the marketing concept can inadvertently jeopardize societal interest. v. Societal Marketing Orientation: The marketing concept adopts a narrow perspective of exchange as a transaction that happens between an organization and customer. It dictates that determining a customer’s needs and wants and delivering desired satisfactions is the key to achieve organization goals. There are two problems with this limited perspective. The marketing concept legitimizes every product and services if it creates customer satisfaction. This means if a customer group demands hard drugs or firearms selling the same then becomes justified. Therefore, this logic ignores larger societal effects of such business. From social perspective, drugs are undesirable because their use causes addiction with a host of personal and family ramifications. Marketing of firearms without adequate checks may promote crime and killings. Some of the products that have attracted criticism for their undesirable social effects include fast food (e.g., hamburgers and fries) and high calories laden drinks for causing poor health; tobacco, alcohol drinks, and cigarette for causing addiction; plastic containers and bottles for causing environmental degradation; high pollution and gas guzzling SUVs for causing pollution; fur and rare animal skin as well as exotic meat for threatening animal welfare; mining for causing ecological disturbance; blood diamonds for human rights violation; gambling services for causing addiction and insolvency; and prostitution for causing exploitation. Societal marketing originated after it was realized that what is good for an individual customer or a select group may not be good for society. This concept seeks to insert societal interest in the marketing concept so that customer satisfaction does not compromise societal well-being in the long run. The societal marketing concept holds that the ‘key to achieving organization goals is in determining customer needs and wants and delivering satisfaction better than competitors in a manner that it preserves or enhances long term well-being of consumer and society’. Marketing concept takes an individualistic perspective to business with a complete disregard for society. On the other hand, societal concept introduces the concept of what economists call ‘externality’. One of the categories of goods in economics is ‘demerit goods’. These goods refer to the goods whose consumption results in incurring of costs by those who actually do not consume them. For instance, people who get addicted to drugs become a cost burden to either their family or the state. Smoking is a major cause of a variety of health problems, which requires expensive treatment. Societal marketing concept introduces an element of conscience into marketing and urges organizations to factor in the social effects of their actions. What is Marketing Management – Issues: Size, Number of Buyers, Demographic Grouping and Geography. The best way to understand marketing is to visualize it as a practise that marketing firms undertake while working with markets. For instance, a company like Pepsi develops products, packages, distributes, and advertises them to satisfy consumers. These are all practices that fall within the ambit of marketing. A market is a place or space that is made up of all present or potential buyers. A number of issues are connected to the concept of market such as size, consumer diversity and geographic spread, type of demand, volume and value. 1. Size: The number of buyers in a market gives rise to its size, which can either be expressed in terms of volume (e.g., number of cars sold in India in a given year) or value (e.g., total car sales expressed in rupee terms). Markets differ in terms of their value and volume size. Commodities such as rice and wheat enjoy big size in terms of volume, whereas a product like gold does not have a big volume but has large value. These differences are caused by per unit value that a product commands. 2. Number of Buyers: Size is also related to the number of buyers in a market. For instance, there are specialized products that appeal to a limited number of customers like shoes for astronauts or watches for deep divers. When a market consists of a small number of customers with highly specialized needs it is often labelled as niche market. 3. Demographic Grouping: Consumers in a market can be divided into different groups based on their demographic aspects such as age, income, occupation, and gender. Presence of demographic groups in the market creates differences in demand that may render one product differently attractive to these groups. For instance, Fair and Handsome brand of fairness cream is targeted at the male segment of consumers. 4. Geography: Consumers can be geographically located at different places, which can create differences in their needs and wants. This can be discerned by studying the consumption basket of consumers situated at different locations. For instance, air conditioner and refrigerator sellers’ market their products in tropical locations with ‘tropicalized’ compressors that are equipped to work in hot weather. Market is a complex concept, which makes working with the markets a challenging task. The process of satisfying consumer needs and wants cannot be haphazard and instinctual. The process of dealing with the markets must be properly managed or else both effectiveness and efficiency of the process will get compromised. Accordingly, marketers properly analyse, plan, organize, implement, and control their marketing efforts. Marketers set targets in terms of sales or profits that eventually get converted into a number of exchanges with the customers. This requires a systematic analysis, planning, implementation, and control of marketing efforts or programmes. Marketing is not an expense free activity. It requires resource spending on different activities and programs designed to achieve mutually satisfying exchanges between marketers and customers. Accordingly, proper marketing requires the following activities: i. Analysis: Marketing begins with identification of the market in which a marketer wants to enter. It requires a detailed investigation and examination of various markets and selection of an attractive target. Some of the aspects include opportunity identification by evaluating market size, growth rate, competition, distribution channels, profit potential, and other trends. Market analysis is the first essential step in determining where the firm seeks to market its product or service. ii. Planning: Once the market has been selected, the marketer has to plan how it will satisfy customers in the selected market. This requires planning about different marketing tools and their combinations that shall be mixed to achieve desired results. Some important questions that need to be addressed include what product to make, its quality level, price to be charged, promotion elements, and how it will be made available. Essentially, marketing planning is about determining strategy that requires detailing the steps that would be undertaken to achieve the set marketing goals. iii. Implementation: Once planning is complete the marketer should move from drawing board to action. This requires organizing of marketing activities and their execution. For instance, a distribution plan execution of a company like Pepsi will include undertaking activities such as handling of cartons at factory, loading on trucks, transportation, and delivery at sale points. iv. Control: Control is needed to ensure that actual execution is done as planned. Deviations are possible due to a variety of factors. Therefore, keeping a track of the progress of marketing activities is required for achieving the marketing goals. For instance, brands are advertised to create awareness, the effectiveness of which is assessed through control mechanism such as recall and recognition measures. The deviations are then identified and corrective action is undertaken. Related Articles. 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                            [body] => What Is Marketing Management? An Intro Having a plan for informing the public about your products and services can help your company develop its identity and build a consumer base. Marketing management is an essential part of how a company grows and carries out its business plan. This guide addresses the basics of marketing management and explains the different roles that can improve marketing strategies at a business.   Quick Navigation What is marketing management? Why is marketing management important to business? Elements of marketing management Roles to hire for marketing management Frequently asked questions about marketing management   Post a Job Are you a job seeker? Find jobs. What is marketing management? Marketing management refers to the strategies, tools and analyses used in promoting a business. Businesses use marketing management techniques to identify opportunities for growth and connect effectively with new target markets. It coordinates advertising efforts across platforms to promote a brand’s image and capture as many potential customers as possible.   Marketing management also involves reflecting on the impact of past marketing campaigns and customer outreach efforts, using customer feedback and sales trends to adjust a company’s overall marketing plan. It seeks to streamline the way a business builds relationships with customers and connects their products and services with people who could benefit from them.   Why is marketing management important to business? Good marketing management drives business success by finding the best ways to reach out to customers and grow sales. Businesses need strong marketing strategies to stay competitive within their industry, find new customers and retain current clients.   Marketing management helps new businesses find a niche or expand into multiple segments based on past experience selling to different audiences. Advertising and customer engagement connect with those audiences to build a company reputation. As your marketing strategy develops, you can analyze customer interactions and buying patterns to learn more about your ideal customer and how to pique their interest in your products or services.   Elements of marketing management. Goal-setting. The basis of marketing management is setting achievable goals and creating a timeline to meet benchmarks towards success. Managing marketing at your business involves understanding the different factors that influence customers in your ideal market to make a purchase, then making goals based on targeting those factors. When setting goals to facilitate marketing management, include sales goals, budgeting expectations and brand development plans.   Coordination. Carrying out marketing campaigns requires collaboration between company leaders, creative teams and front-facing staff. A strong marketing management plan aligns company messaging across different marketing channels such as digital marketing, social media marketing and print advertising. To effectively coordinate marketing efforts, business owners develop a central vision for their brand to guide how marketing materials look and how brand ambassadors interact with their audience.   Market research. Marketing management is based on thorough market research. Gather customer data and assess economic patterns to see trends in what consumers want to buy and why they make those purchases. Market research identifies areas where your business could succeed and highlights potential challenges that your business needs to address. Use market research to develop a marketing plan centered on the consumer experience.   Relationship-building. Effective marketing management strategy brings in new customers and builds sustained relationships with old customers to encourage repeat purchases and word-of-mouth marketing. When the public is aware of your product, engaging with them through digital content, social media and professional networking can make them feel invested in your company. Marketing management guides a company’s values to align with consumers, providing shared goals to strengthen their relationship with a base of dedicated customers.   Idea generation. Great marketing is agile and can adapt to changing market trends. Ongoing market research and analysis helps businesses generate ideas to stay relevant to their audience or re-brand their business to reach a new niche. Once you understand why your company appeals to consumers, you can focus on creating new products and services that build on that appeal.   Roles to hire for marketing management. To grow your customer base, hire a team of marketing professionals that can oversee and implement marketing management strategies. Roles to consider include:   Marketing manager. Marketing managers are in charge of how a company promotes products and services to the public. They are usually in charge of a specific product line or campaign. They have an in-depth understanding of what marketing channels reach different demographics and maintain knowledge of trending marketing techniques. Marketing managers analyze data to adjust marketing efforts, allocate funds and brainstorm new promotions with their team.  Read more: How to Hire a Marketing Manager   Director of marketing. A director of marketing or marketing director oversees a business’s entire marketing department. They focus on long-term marketing plans and collaborate with company leaders to forecast demand and create a marketing strategy to continue growing that demand. Small companies may not need a director of marketing, especially if they have a single product line or type of service. As a business expands into different markets, it may benefit from having a director of marketing to organize each initiative.   Social media manager. Social media managers interact with customers and target an audience using social media advertisements and content creation. They might manage social media pages themselves or train customer service associates to respond to comments and posts using a consistent brand voice and editorial  style. Social media managers communicate company policies and promotions to potential customers online and help customers learn more about a company’s products and brand. Related: 7 Marketing Interview Questions and Answers   Frequently asked questions about marketing management.   What are the five marketing concepts? There are five central marketing concepts that relate to the different parts of a consumer’s interaction with your company. These concepts and their main ideas are: Production: Consumers want to buy products that are cheap and easy to access. Product: Customers want high-quality, innovative goods and services. Selling: Businesses need to actively promote products to make sales. Marketing: A company’s success depends on its ability to fill a customer’s needs better than competitors. Societal marketing: Customers are interested in businesses that have a benefit to society as a whole.   What are the seven principles of marketing? The seven principles of marketing, also known as the extended marketing mix, or the seven P’s, are: product, price, place, promotion, people, processes and physical evidence. They refer to the different aspects that influence people to do business with your company.   What is a marketing process? A marketing process refers to the steps a company takes to determine their company’s value to consumers, find sales opportunities and tailor company outreach to a certain audience.   Ready to get started? Post a Job Recent Marketing & sales articles. Creating a Marketing Strategy for Your Small Business Establishing an In-House Marketing Agency for Your Business Free Ways to Advertise Your Business Online: A Guide Ideas to Position Your Business for a Strong Recovery After COVID-19 Writing a Creative Brief for Your Business: Best Practices See all Marketing & sales articles Home Hiring resources What Is Marketing Management? An Intro *Indeed provides this information as a courtesy to users of this site. Please note that we are not your career or legal advisor, and none of the information provided herein guarantees a job offer.
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                            [body] => Marketing Management, 15th Edition Philip Kotler, Northwestern University Kevin Lane Keller, Dartmouth College ©2016 | Pearson Format   Cloth ISBN-13:  9780133856460 Online purchase price $306.65 Net price Instructors, sign in here to see net price $229.99 (what’s this?) Availability Available View larger Overview. Description. For undergraduate and graduate courses in marketing management.   The gold standard for today’s marketing management student. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.   The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.   The Fifteenth edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.     Also available with MyMarketingLab™ MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. Features.   Emphasize the many aspects of marketing Four key dimensions of holistic marketing are woven throughout the text: Internal marketing—ensuring everyone in the organization embraces appropriate marketing principles, especially senior management.Integrated marketing—ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way.Relationship marketing—having rich, multifaceted relationships with customers, channel members, and other marketing partners.Performance marketing—understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects.NEW! In-text boxes provide vivid illustrations of chapter concepts using actual companies and situations. The boxes cover a variety of products, services, and markets, and many have accompanying illustrations in the form of ads or product shots. NEW! Each end-of-chapter section now includes two expanded Marketing Excellence mini-cases highlighting innovative, insightful marketing accomplishments by leading organizations. Each case includes questions that promote classroom discussion and student analysis.Address today’s economic, environmental, and technological changes in marketing: Throughout the new edition, these three areas are addressed with emphasis on marketing during economic downturns and recessions, the rise of sustainability and green marketing, and the increased development of computing power, the Internet, and mobile phones.Marketing Insight and Marketing Memo Boxes. Throughout this text, the Marketing Insight and Marketing Memo boxes provide in-depth conceptual and practical commentary.   Spark classroom discussion NEW! Brand-new opening vignettes for each chapter set the stage for the chapter material to follow. By covering topical brands or companies, the vignettes are great classroom discussion starters.Marketing in Action Mini-cases. The end-of-chapter sections now include two Marketing in Action mini-cases that highlight innovative, insightful marketing accomplishments from leading organizations.   Content updates: NEW! A new chapter (21) titled Managing Digital Communications: Online, Social Media and Mobile has been added to better highlight that important topic. Significant attention is paid throughout  the text to what a new section in Chapter 1 calls “the digital revolution.”NEW! The global chapter (8, previously Chapter 21) has been moved into Part 3 on Connecting with Customers and the new products chapter (15, previously Chapter 20) has been moved into Part 5 on Creating Value. The positioning and brand chapters (10 and 11) have been switched to allow for the conventional STP sequencing. These moves permit richer coverage of the topics and better align with many instructors’ teaching strategy.UPDATED! The concluding chapter (23) has been retitled “Managing a Holistic Marketing Organization for the Long Run” and addresses corporate social responsibility, business ethics, and sustainability, among other topics. UPDATED! Chapter 12 (previously Chapter 11) has been retitled “Addressing Competition and Driving Growth” to acknowledge the importance of growth to an organization. Also available with MyMarketingLab™ MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.   MyMarketingLab allows you to engage your students in the course material before, during, and after class with a variety of activities and assessments.   Before Class: The Chapter Warm-up helps you hold your students accountable for the basic material in the textbook chapter. The assignment consists of basic questions related to the textbook content, and students have the chance to access their etext to read about the topics in question. This assignment is graded and you can be sure that students are exposed to the textbook material before coming to class, and through item analysis in the assignment see what students know and don’t know.Dynamic Study Modules: Not every student learns the same way and at the same rate. Now, thanks to advances in adaptive learning technology, you no longer have to teach as if they do. Dynamic Study Modules continuously assess student performance and activity in real time, and, using data and analytics, personalize content toreinforce concepts that target each student's strengths and weaknesses. You can assign Dynamic Study Modules as homework and receive results right in your gradebook. And, because your students are always on the go, Dynamic Study Modules can be accessed from any computer, tablet, or smartphone. Enhanced eText: Engagement in lecture is essential to student success, and continuing that engagement outside of class is just as critical. The new Enhanced eText found within Pearson’s MyLab keeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material. Just as a great instructor brings course material to life, the immersive Enhanced eText brings reading to life — with animations, interactive tutorials, and more. In the Enhanced eText, immediate practice suited to a variety of learning styles is just a click away.   During Class: Learning Catalytics™ is an interactive, classroom tool that uses students’ smartphones, tablets, or laptops to engage them in more sophisticated tasks and thinking. Now included with Mastering with eText, Learning Catalytics enables you to generate classroom discussion, guide your lecture, and promote peer-to-peer learning with real-time analytics. Instructors, you can:Pose a variety of open-ended questions that help your students develop critical thinking skillsMonitor responses to find out where students are strugglingUse real-time data to adjust your instructional strategy and try other ways of engaging your students during classManage student interactions by automatically grouping students for discussion, teamwork, and peer-to-peer learningBusiness Today: Bring current events alive in your classroom with videos that illustrate current and topical business concepts.Reporting Dashboard: View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course, with the new Reporting Dashboard. Available via the MyLab Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.                         After Class: Branching, Decision-Making Simulations: Decision-making simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included.Video Exercises: These engaging videos explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.Writing Space: Better writers make great learners—who perform better in their courses. Designed to help you develop and assess concept mastery and critical thinking, the Writing Space offers a single place to create, track, and grade writing assignments, provide resources, and exchange meaningful, personalized feedback with students, quickly and easily. Thanks to auto-graded, assisted-graded, and create-your-own assignments, you decide your level of involvement in evaluating students' work. The auto-graded option allows you to assign writing in large classes without having to grade essays by hand. And because of integration with Turnitin®, Writing Space can check students’ work for improper citation or plagiarism. Quizzes and Tests: Pre built quizzes and tests allow you to quiz students without having to grade the assignments yourself. New to This Edition. &> Emphasize the many aspects of marketing  In-text boxes provide vivid illustrations of chapter concepts using actual companies and situations. The boxes cover a variety of products, services, and markets, and many have accompanying illustrations in the form of ads or product shots.  Each end-of-chapter section now includes two expanded Marketing Excellence mini-cases highlighting innovative, insightful marketing accomplishments by leading organizations. Each case includes questions that promote classroom discussion and student analysis.   Spark classroom discussion Brand-new opening vignettes for each chapter set the stage for the chapter material to follow. By covering topical brands or companies, the vignettes are great classroom discussion starters.   Content updates: A new chapter (21) titled Managing Digital Communications: Online, Social Media and Mobile has been added to better highlight that important topic. Significant attention is paid throughout  the text to what a new section in Chapter 1 calls “the digital revolution.”The global chapter (8, previously Chapter 21) has been moved into Part 3 on Connecting with Customers and the new products chapter (15, previously Chapter 20) has been moved into Part 5 on Creating Value. The positioning and brand chapters (10 and 11) have been switched to allow for the conventional STP sequencing. These moves permit richer coverage of the topics and better align with many instructors’ teaching strategy.UPDATED! The concluding chapter (23) has been retitled “Managing a Holistic Marketing Organization for the Long Run” and addresses corporate social responsibility, business ethics, and sustainability, among other topics. UPDATED! Chapter 12 (previously Chapter 11) has been retitled “Addressing Competition and Driving Growth” to acknowledge the importance of growth to an organization. Also available with MyMarketingLab™ MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.   MyMarketingLab allows you to engage your students in the course material before, during, and after class with a variety of activities and assessments. Table of Contents . Part 1. Understanding Marketing Management  1. Defining Marketing for the New Realities  2. Developing Marketing Strategies and Plans  Part 2. Capturing Marketing Insights  3. Collecting Information and Forecasting Demand  4. Conducting Marketing Research  Part 3. Connecting with Customers  5. Creating Long-term Loyalty Relationships  6. Analyzing Consumer Markets  7. Analyzing Business Markets  8. Tapping into Global Markets  Part 4. Building Strong Brands  9. Identifying Market Segments and Targets10. Crafting the Brand Positioning11. Creating Brand Equity  12. Meeting Competition and Driving Growth  Part 5. Shaping the Market Offerings  13. Setting Product Strategy  14. Designing and Managing Services  15. Introducing New Market Offerings  16. Developing Pricing Strategies and Programs  Part 6. Delivering Value  17. Designing and Managing Integrated Marketing Channels  18. Managing Retailing, Wholesaling, and Logistics  Part 7. Communicating Value  19. Designing and Managing Integrated Marketing Communications  20. Managing Digital Communications: Online, Social Media and Mobile Marketing  21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations  22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling  Part 8. Managing the Marketing Organization  23. Conducting Marketing Responsibly for Long-Term Success Order. Pearson offers affordable and accessible purchase options to meet the needs of your students. Connect with us to learn more. K12 Educators: Contact your Savvas Learning Company Account General Manager for purchase options. Instant Access ISBNs are for individuals purchasing with credit cards or PayPal. Savvas Learning Company is a trademark of Savvas Learning Company LLC. Digital. Paper. About the Author(s). Philip Kotler is one of the world’s leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.   Dr. Kotler is the coauthor of Principles of Marketing and Marketing: An Introduction. His Strategic Marketing for Nonprofit Organizations, now in its seventh edition, is the best seller in that specialized area. Dr. Kotler’s other books include Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; Marketing Congregations; High Visibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only—Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing; Lateral Marketing; Winning at Innovation; Ten Deadly Marketing Sins; Chaotics; Marketing Your Way to Growth; Winning Global Markets; and Corporate Social Responsibility.   In addition, he has published more than 150 articles in leading journals, including the Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, the Journal of Marketing, the Journal of Marketing Research, Management Science, the Journal of Business Strategy, and Futurist. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article published in the Journal of Marketing.   Professor Kotler was the first recipient of the American Marketing Association’s (AMA) Distinguished Marketing Educator Award (1985). The European Association of Marketing Consultants and Sales Trainers awarded him their Prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2002, Professor Kotler received the Distinguished Educator Award from the Academy of Marketing Science. In 2013, he received the William L. Wilkie “Marketing for a Better World” Award and subsequently received the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice.In 2014, he was inducted in the Marketing Hall of Fame.   He has received honorary doctoral degrees from Stockholm University, the University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the Budapest School of Economic Science and Public Administration, the University of Economics and Business Administration in Vienna, and Plekhanov Russian Academy of Economics. Professor Kotler has been a consultant to many major U.S. and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, and others in the areas of marketing strategy and planning, marketing organization, and international marketing. He has been Chairman of the College of Marketing of the Institute of Management Sciences, a Director of the American Marketing Association, a Trustee of the Marketing Science Institute, a Director of the MAC Group, a member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies about global marketing opportunities.   Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics.   Previously, Professor Keller was on the faculty at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, has been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America.   Professor Keller's general area of expertise lies in marketing strategy and planning and branding. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve marketing strategies. His research has been published in three of the major marketing journals: the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also has served on the Editorial Review Boards of those journals. With more than 90 published papers, his research has been widely cited and has received numerous awards.   Actively involved with industry, he has worked on a host of different types of marketing projects. He has served as a consultant and advisor to marketers for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Procter & Gamble, and Samsung. Additional brand consulting activities have been with other top companies such as Allstate, Beiersdorf (Nivea), BlueCross BlueShield, Campbell, Colgate, Eli Lilly, ExxonMobil, General Mills, GfK, Goodyear, Hasbro, Intuit, Johnson & Johnson, Kodak, L.L.Bean, Mayo Clinic, MTV, Nordstrom, Ocean Spray, Red Hat, SAB Miller, Shell Oil, Starbucks, Unilever, and Young & Rubicam. He has also served as an academic trustee for the Marketing Science Institute and is serving as their Executive Director from July 1, 2013, to July 1, 2015.   A popular and highly sought-after speaker, he has made speeches and conducted marketing seminars to top executives in a variety of forums. Some of his senior management and marketing training clients have included include such diverse business organizations as Cisco, Coca-Cola, Deutsche Telekom, ExxonMobil, GE, Google, IBM, Macy’s, Microsoft, Nestle, Novartis, Pepsico, SC Johnson and Wyeth. He has lectured all over the world, from Seoul to Johannesburg, from Sydney to Stockholm, and from Sao Paulo to Mumbai. He has served as keynote speaker at conferences with hundreds to thousands of participants.   Professor Keller is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. His textbook on those subjects, Strategic Brand Management, in its fourth edition, has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.”   An avid sports, music, and film enthusiast, in his so-called spare time, he has helped to manage and market, as well as serve as executive producer for, one of Australia’s great rock-and-roll treasures, The Church, as well as American power-pop legends Tommy Keene and Dwight Twilley. He also serves on the Board of Directors for The Doug Flutie, Jr. Foundation for Autism, the Lebanon Opera House, and the Montshire Museum of Science. Professor Keller lives in Etna, NH, with his wife, Punam (also a Tuck marketing professor), and his two daughters, Carolyn and Allison.   Previous editions. Marketing Management, 14th Edition. Kotler & Keller ©2012   Cloth Relevant Courses. Marketing Management (Marketing) Sign In. We're sorry! We don't recognize your username or password. Please try again. Sign Up. Instructor resource file download. The work is protected by local and international copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. Signed out. You have successfully signed out and will be required to sign back in should you need to download more resources.
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                            [body] => What does a marketing manager do? 80% Match? Would you make a good marketing manager? Take our career test and find your top matches from over 800 careers. Take the free career test Learn more about the career test What is a Marketing Manager? Are you a natural leader who thrives on influencing and persuading others in business? You may want to consider a career as a marketing manager! A marketing manager handles the marketing of a business or product. They can be responsible for several services or products, or be in charge of a single product. Marketing managers need to have a outgoing, gregarious, and spontaneous personalities. In concert with these traits, they need to be highly focused, detail-oriented, and very conscientious of meeting budget restraints and timelines. What does a Marketing Manager do? Marketing managers have a variety of responsibilities, such as putting together estimates and budgets for marketing campaigns, submitting them for approval, working with advertising agencies, being involved in negotiations, preparing sales and advertising contracts, and reviewing advertising material such as print material, TV commercials, and online advertisements. The duties of a marketing manager can vary by company and by industry. However, most marketing managers share some common responsibilities. Responsibilities: - creating promotional information to drive business - coordinating multiple channels of marketing strategies - managing budgets for marketing campaigns - testing new marketing opportunities - building relationships with media outlets - directing social media strategies - evaluating performances of marketing campaigns - troubleshooting marketing campaigns that are not performing well - monitoring and improving SEO - managing employees and third-party vendors - addressing customer service problems - coming up with new ways to promote new products - educating employees about industry marketing trends - analyzing customer feedback from social media platforms - analyzing advertising returns and reporting to upper management Marketing managers are responsible for the planned and unplanned images of their employer. Planned images may include print or video advertisements, public speaking engagements, endorsements, and printed literature. Unplanned images can occur when one of the company’s representatives misspeaks in public, thus requiring immediate damage control, or when the company is attacked by an outside force such as when someone tampers with the company’s products after they leave production, or a fault in the product that isn’t recognized until well after the product has been in circulation. Skilled marketing managers deflect the unauthorized comments and reassure the public that the company is doing all that it can to investigate and correct the product line. Through carefully worded statements and advertisements, marketing managers soothe the public's fear and outrage, ensuring that the company’s reputation survives such mishaps. Marketing managers work with other team members to create both simple and complex advertising campaigns. They may also negotiate the contracts for the various forms of advertising after forming a marketing budget. They will work with team members to determine the best and most creative ways to advertise the company’s products or services. They may be required to present these ideas to the company and to the final client in order to gain approval for implementation. Marketing managers also determine the marketability of a new product or service. They test out the level of public interest for a new product or service. They also determine, in concert with other team members, pricing and product placement. They look for new markets that may require the company’s products or services. Marketing managers perform the complex product research, including a thorough knowledge of the product’s strengths and weaknesses, prior to introducing the product to non-traditional marketplaces. Are you suited to be a marketing manager? Marketing managers have distinct personalities. They tend to be enterprising individuals, which means they’re adventurous, ambitious, assertive, extroverted, energetic, enthusiastic, confident, and optimistic. They are dominant, persuasive, and motivational. Some of them are also artistic, meaning they’re creative, intuitive, sensitive, articulate, and expressive. Does this sound like you? Take our free career test to find out if marketing manager is one of your top career matches. Take the free test now Learn more about the career test What is the workplace of a Marketing Manager like? Much of the work in this field can be accomplished in an office setting. Product research, consumer purchasing trends, and new market analysis require both highly developed computer skills and strong interpersonal skills in order to determine a product’s viability. Many marketing managers travel to meet with clients, work with production teams to fine-tune products, and take informal man-on-the-street polls regarding the clients product or service. Additionally, marketing managers travel to meet with prospective media outlets such as video production companies, print production companies, and public speaking venues, as appropriate. Because marketing is a cutthroat field, marketing managers who take continuing education courses, read current white papers, and enhance their digital skills will find themselves head and shoulders above their competition. Frequently Asked Questions . What is the difference between a marketing manager and a public relations manager? Although there are some similarities, marketing managers and public relations managers have different roles and day-to-day responsibilities: Marketing Manager Marketing aims to reach current and potential customers in order to return direct sales by way of advertising, promotional, and direct marketing. Marketing is defined by Dr. Phillip Kotler as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.” Marketing managers help generate sales for a product or service by creating and overseeing marketing plans. They perform extensive market research so as to make informed decisions and seek out new and emerging market trends, work with advertising agencies and the media so as to reach their marketing objectives, manage budgets, and work with a company's marketing staff and creative team to develop marketing campaigns. They are the go-to people on anything related to marketing a product or service, as they have a pulse on the latest social media, graphic design trends, and web designs. Marketing managers require a high level of creativity and top-tier professionalism. They often work closely with an organization's executives, providing them with an in-depth understanding of marketing trends, new marketing strategies, and on-going campaigns. Public Relations Manager Public relations is focused on maintaining positive media coverage and positive relationships with those who have an interest in the company or brand. This covers a broader audience, from customers and media to employees and stakeholders. The PRSA (Public Relations Society of America) says that “public relations helps an organization and its publics 
adapt mutually to each other. Public relations broadly applies to organizations as a collective group, not just a business; and publics encompass the variety of different stakeholders.” Public relations managers are experts in maintaining a positive public image for their clients by communicating effectively through written, verbal, and interpersonal form. They do this by sending out media releases, creating media kits for product launches and promotions, handling press conferences, and creating and writing messages/speeches delivered by their clients. They also respond to unfavourable publicity by creating and leading all communication with the goal of restoring the public's trust. Public relations managers proactively work with public relations staff and creative staff (writers and designers), to develop a positive image for their clients. While a marketing manager and a public relations manager's core roles are very different, both types of managers must have excellent verbal, written, interpersonal, and leadership skills. They must also possess strong business knowledge, which comes from years of professional experience. Continue reading See Also Public Relations Specialist What is the difference between a marketing manager and a brand manager? For those not in 'the know', the title of marketing manager and brand manager may seem similar enough to be completely interchangeable. However, each role is an important and distinctive cog in the wheel, and both are vital to the success of a company and its products. Brand Manager A brand manager can be thought of as a company advocate, and typically works under the supervision of a marketing manager. This role involves being very specific and strategic in developing the message a company sends out to its users or consumers. There is an art to creating a feeling of trust and assurance and wrapping that feeling in a product or service (a trustworthy brand). That feeling of trust - an alignment of values between the company and the consumer - is what makes consumers feel comfortable enough to click a button and purchase a product or a service. How does a brand manager accomplish this? By adapting a brand strategy for the target market. Brand strategy involves large-scale marketing and advertising campaigns, which can include both digital and print media. Brand strategy also involves consistently re-evaluating how a brand is seen and what the product or organization's identity really is. Just like a person has an identity, a product or organization also has one. It's like when we think of Whole Foods, we think of natural and organic foods, or when we think of Costco, we think of a food and retail warehouse membership. Each company has its own specific brand that it stands for, and creating these public perceptions is the brand manager's job. Brand managers can have several responsibilities that may include: - consistently evaluating brand image - setting style guides, brand guidelines, brand vision and value proposition - planning and executing online and social media communications and actions - creating and managing promotional material - supervising advertising placement - increasing brand awareness strategies - analyzing sales forecasts and financials - managing the advertising budget - monitoring and reporting progress on product sales - assisting with product development and pricing - assisting with product launches - developing new business opportunities - maintaining product branding or making a decision to re-brand - analyzing customer and competitor insights Marketing Manager Marketing managers are more tactical than strategic. While brand managers inspire trust and assurance in a product or service, marketing managers strive to make sure that the way the consumer is communicated to aligns with the brand. Marketing managers are also very brand conscious, but their focus is more on developing a marketing strategy for a specific group of customers - educating them as to who the company is, what it stands for, what its mission is, and what it can do for them. The goal is to make the customer feel like the service or product will be an essential and beneficial addition to their life. They are always on the lookout for new markets and demographics that may require the company’s products or services. Marketing managers also determine the marketability of a new product or service, and will test out the level of public interest for it. They will also determine, in concert with other team members, pricing and product placement, and perform complex product research of the product’s strengths and weaknesses prior to introducing the product to non-traditional marketplaces. Marketing managers can have several responsibilities that may include: - developing strategies for different customer demographics - plainly communicating the value of the service or product - estimating demand for a service or product - collaborating with marketing and creative staff - educating staff about marketing trends - creating promotional information - coordinating multiple marketing strategies - managing campaign budgets - seeking out new marketing opportunities - communicating with media outlets - SEO monitoring - directing social media strategies - analyzing customer feedback from social media platforms - evaluating performances of campaigns - troubleshooting underperforming campaigns - managing staff - promoting new products - reporting to upper management Continue reading What is the difference between a marketing manager and a product manager? Product Manager In order to build a well-designed and high-performing product, a business needs to have a comprehensive understanding of what the consumer wants. Targeting the right market, the right type of customer, as well as who the competition is in the space, is critical to survival. This is what a product manager excels at doing, and is worth his/her weight in gold for a business. Product managers oversee the evolution of a product, from concept- to development- to market. Product managers find out the (not so simple) answers to the who, what, why, when, and where of a product and then create that product to directly answer customer needs. They also keep a company's brand ideals in mind as they align the product characteristics to match. Doing this greatly increases a company's chances of success since having this type of information can only mean creating tailored solutions for customers. A product manager will listen to the 'voice' of the market through research - this consists of gathering, testing, and analyzing data, getting direct customer feedback, and by using business intelligence through internal sales and customer service teams. Marketing Manager Marketing managers have different responsibilities in regards to presenting a product. Their focus is on strengthening the brand and boosting sales, which involves developing and implementing a profitable strategy to promote a product or a product line. They use various product marketing techniques (such as ads, email campaigns, webinars, presentations, etc.,) and they work with design, product, and sales teams to coordinate various processes and channels. Although the two managing roles are different in many ways, they intersect and collaborate on a daily basis. Marketing and product managers work closely together with the goal of defining and delivering a great product to the customer. Continue reading See Also Product Manager How long does it take to become a Marketing Manager? From a formal education perspective, it is possible to enter the marketing management industry after earning a four-year bachelor’s degree in an appropriate marketing or business related discipline. From a career trajectory perspective, it is important to take note of the fact that aspiring marketing managers often enter the industry as a marketing coordinator or specialist. It generally takes them at least a few – if not several – years to be promoted to a management level role, depending on how quickly they acquire experience and establish professional networks. Once a candidate reaches the position of marketing manager, it can take six months to a year to become fully trained in the many moving parts of the role. Steps to becoming a Marketing Manager. While each individual step to becoming a marketing manager is clearly defined, the potential for different approaches within each step is considerable. Are Marketing Managers happy? Marketing managers rank among the least happy careers. Overall they rank in the 45th percentile of careers for satisfaction scores. Please note that this number is derived from the data we have collected from our Sokanu members only. This below-average happiness quotient for marketing managers may appear surprising, considering the career’s high earning potential and flexibility to work in virtually any industry, from pharmaceuticals to technology to entertainment. Possible explanation may, however, lie in the field’s very high competition for jobs, the long hours it tends to demand, the stress of the typical work environment, and the ongoing pressure to meet deadlines commonly associated with the role. What are Marketing Managers like? Based on our pool of users, marketing managers tend to be predominately enterprising people. Their next two interest archetypes are artistic and investigative. This combination of characteristics aligns perfectly with the role and responsibilities of the prototypical marketing manager: create appealing and inventive campaigns and constantly test and evaluate marketing messages, channels, and opportunities to ultimately increase business profits. Should I become a Marketing Manager? Marketing managers in various roles and industries need to develop platform-specific skills, software knowledge, and familiarity with other related tools. However, before employers look for these crucial abilities, they invariably seek out job candidates who bring indispensable soft skills: social and emotional intelligence, common sense, and attitudes that enable them to effectively navigate their environment and work well with both colleagues and business partners: Ability to Execute Marketing managers are expected to drive results with some strategic support, usually from a director or VP. The ability to organize, and execute on a plan is paramount in this role. Do you have a history of / are you capable of executing well on strategies and projects? Do you meet deadlines and deliver on time, even under high pressure circumstances? Do you deliver high quality work? Ability to Collaborate and Lead The breadth of marketing managers’ responsibilities means that they must play well with others to be able to benefit from their expertise. They must be able to communicate and build relationships both internally, across multiple departments and externally, with their clients and suppliers. Being a collaborator comes down to how much empathy you have for others; to seeing things from their perspective. Without this capacity, other skills – regardless of how developed they may be – will be nullified. In most companies, the marketing manager leads a marketing team. Support, guidance, and motivation of team members are also key components of the role. Adaptability The digital marketing landscape is in a constant state of flux, with a seemingly endless flow of new trends, tactics, and tools. Ability and willingness to adapt to project and industry changes are essential. Critical Thinking / Creative Problem Solving Skills Marketing managers face challenges and dilemmas on a daily basis. They are frequently asked very pointed and consequential questions: Why is revenue decreasing? How can we decrease our churn rate (the rate at which a business is losing its customers or subscribers)? How can we get more traffic to our site? These kinds of questions do not intimidate accomplished marketing managers. They motivate them to critically observe trends, make judgements, and come up with innovative ideas, unique hooks, and fresh content to build new promotional campaigns. Writing and communication Marketing is all about successfully communicating the right message to the right audience. Marketing managers are consistently called upon to write press releases, blogs, and advertising copy to do just that. They are called upon to achieve branding through storytelling. Analytical Skills At its inception, marketing was only about appreciating the nuances of human behaviors. It was, in essence, an art. Today, it is both art and science. It is about measuring and analyzing the numbers and then using that data to extract insights and nuances. Modern marketing managers, therefore, are expected to make data-driven, metric-based decisions. In other words, their recommendations need to be based on measureable statistics versus intuition. It follows that they must be comfortable working with marketing analytics tools. Negotiation and Budgeting skills Media buying requires negotiating with vendors for better prices and placement. Managing a marketing department’s budget requires sound reasoning and mathematics skills. Allocating and managing budgets across multiple channels and/or delegating this responsibility to appropriate individuals are very much a part of the job description. Marketing Managers are also known as: Market Development Manager Marketing Coordinator
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                            [body] => Associate of Applied Business in Marketing Management Technology Next Term Application Deadline March 15, 2022 Total Credits 60 Request More Information from an Enrollment Advisor. Program Overview Academic Calendar Admissions Requirements Careers Curriculum Tuition Associate of Applied Business in Marketing Management Technology Program Overview Academic Calendar Admissions Requirements Careers Curriculum Tuition Marketing Management Technology Associate Degree Program Overview. The Marketing Management Technology Associate program is a fully online, two-year degree program that prepares you for an entry-level role in marketing. After graduation, you’ll gain the skills to coordinate specific marketing functions like customer service, sales, promotion or public relations. Jumpstart Your Marketing Career with UC Online. UC Online’s Marketing Management Technology Associate curriculum is designed with your career goals in mind. Throughout the marketing management program, you’ll gain the skills, knowledge and credentials you need to move into an entry-level marketing position or to possibly advance in your current marketing career. This program provides you with fundamental skills that go beyond marketing. You’ll also enhance foundational skills such as communication, critical thinking, and teamwork. UC Online’s Marketing Management Technology Associate Program Highlights: 100% Online: no campus visits are required. Advance Your Career: obtain the skills and knowledge to be prepared for your marketing career. Learn on Your Schedule: gain the flexibility you need to balance work and family obligations with part-time and full-time scheduling – plus six program start dates per year. Bachelor Degree Transfer Program: seamlessly transition into UC’s (100% online) Bachelor of Technical and Applied Studies (BTAS) and complete your bachelor’s degree in two years! Support and Resources to Succeed: earning your degree from a public, nationally-respected university provides you with the resources you need to achieve your professional goals. Discover how UC helps you every step of the way. Interested in Business Management, Financial Management, or Healthcare Management? Explore these UC Online Programs. Students may want to consider an associate degree in Business Management Technology, Financial Management Technology, or Healthcare Management Technology. Academic Calendar Get start dates, deadlines, and more. View Calendar Admission Requirements What are the program prerequisites? Admission Requirements Curriculum Our online curriculum is innovative and interactive. View Sample Curriculum Is UC Online right for me? Financial Aid Learn more about tuition rates for in-state and out-of-state students. Financial Aid Information Start-to-Graduation Support Student Success Coordinators are available to students enrolled in online programs. They are your on-campus partners who can help you manage your time and answer questions about the online degree process. Receive your degree from a nationally ranked university! Experience UC Online FAQs How much is the tuition? Tuition is calculated on a per-credit basis. Refer to the Tuition and Fees Chart for more details. Toggle Item What is the format for the classes? Classes are asynchronous, some classes are in a 7-week format some are in a 14-week format. You can log on anytime 24/7 to complete your coursework. Some, but not all tests are proctored using exam proctoring software. Toggle Item Will my degree say UC Online? No. your degree will be conferred by the University of Cincinnati, which will also be reflected on your transcripts and degree. Toggle Item View Additional FAQs Related Articles Top In Demand Careers with an Associate in Marketing Marketing Management Student Furthers Her Career Faculty Spotlight: Meet Linda Long, Ed.D – Professor of Management/Marketing What Are the Differences Between the Business, Marketing and Financial Management Associate Degrees? Ready to get started? The University of Cincinnati is one of the first institutions to offer online courses. Innovation in education is at the forefront of what we do. We have expanded the convenience and quality of our online learning to online degree programs. Today, we offer nearly 100 degrees from undergraduate to doctoral programs. Connect with an Advisor Notice of Non-Discrimination Privacy Policy Clery and HEOA Notice eAccessibility Concerns © 2022 University of Cincinnati Online Copyright Information
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                            [body] => MBA Marketing Management Innovative, cross-disciplinary, and data-driven, marketing at Chicago Booth is at the forefront of a fast-moving field. The Chicago Booth approach to marketing consists of a discipline-based MBA curriculum grounded in economics, psychology, and statistics. Core marketing topics such as consumer behavior, channel strategy, and pricing provide the key frameworks for marketing decision-making. Marketing analytics courses such as data-driven marketing and algorithmic marketing teach the scientific tools needed to make insightful, data-driven decisions in real-world contexts. This combination of marketing frameworks and tools are essential to any field from marketing and technology to entrepreneurship and consulting. As a marketing student at Booth, you’ll have access to the resources of the James M. Kilts Center for Marketing. From scholarship support and real-world lab courses to our annual Marketing Case Competition, the Kilts Center will support your education at Booth and beyond. Choose Your Courses . Customize your MBA education with a concentration in marketing management by choosing three courses in the discipline along with Marketing Strategy. Here are just a few of the options. Marketing Strategy This course introduces the substantive and functional aspects of marketing management. It covers the elements of marketing analysis (customer, competition, and company), and marketing mix (product strategy, pricing, advertising and promotion, and distribution). It uses case studies so students can develop, present, and defend their recommendations, as well as critically evaluate the recommendations of others. Pricing Strategies This course is a blend of analytic marketing techniques, marketing strategy, and economic frameworks. Students work with real-world data to analyze managerial pricing problems. The course covers such critical marketing questions as how to determine a new product's price, how to assess whether current prices are appropriate, what is price leadership, and what is value pricing. Data-Driven Marketing The availability of data on actual market behavior of consumers is revolutionizing the way marketing is conducted, as well as the way in which marketing activities are planned and evaluated. This course introduces students to these new data sources and provides a set of innovative analytic tools. Consumer Behavior The purpose of this course is to inform future managers, analysts, consultants, and advisors of the psychological processes and biases underlying consumer behavior, with emphasis on how to incorporate such insights into marketing and business strategies. Contemporary approaches to business emphasize the importance of adopting a customer focus. Marketing, in particular, begins and ends with the consumer—from determining consumer needs to providing post-purchase satisfaction. Digital and Algorithmic Marketing In this class students explore the use of such algorithmic tools in furthering a firm’s digital (and non-digital) marketing goals. In particular, students focus on methods to capture a consumer’s digital footprint and the algorithms used to use this data to tailor, improve and optimize the firm’s marketing investments. This course will require students to be conversant with digital technologies and somewhat comfortable with data and analytics although expertise is not required. To see more marketing management courses, visit our course catalog and search by concentration area for your program of interest. See More Courses Our Distinguished Faculty in This Area . The University of Chicago pioneered the application of data-driven analyses to marketing and marketing research. As far back as the 1960s, our faculty were using point-of-sale retail data and consumer purchase surveys to generate insights into effective product marketing. Today, our faculty continue to push the boundaries of marketing science and practice forward, conducting research that uses machine learning, deep learning, and AI to solve and scale marketing problems. Professor Daniel Bartels, for example, investigates the mental representations and processes underlying consumer financial decision making, moral psychology, and intertemporal choice. Daniel Bartels . Professor of Marketing Daniel Bartels Pradeep K. Chintagunta . Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing Pradeep K. Chintagunta Sanjay K. Dhar . James M. Kilts, Jr. Professor of Marketing Sanjay K. Dhar Berkeley J. Dietvorst . Associate Professor of Marketing Berkeley J. Dietvorst Jean-Pierre Dubé . James M. Kilts, Distinguished Service Professor of Marketing and Charles E. Merrill Faculty Scholar Jean-Pierre Dubé Celia Gaertig . Assistant Professor of Marketing and Beatrice Foods Co. Faculty Scholar Celia Gaertig Guenter J. Hitsch . Kilts Family Professor of Marketing Guenter J. Hitsch Christopher E. Krohn . Adjunct Associate Professor of Marketing Christopher E. Krohn Arthur Middlebrooks . Clinical Professor of Marketing; Executive Director, Kilts Center for Marketing Arthur Middlebrooks Sanjog Misra . Charles H. Kellstadt Professor of Marketing Sanjog Misra Lil Mohan . Adjunct Assistant Professor of Marketing Lil Mohan Sarah Moshary . Assistant Professor of Marketing and Robert King Steel Faculty Fellow Sarah Moshary Anita Rao . Associate Professor of Marketing and Willard Graham Faculty Scholar Anita Rao Bradley Shapiro . Associate Professor of Marketing and True North Faculty Scholar Bradley Shapiro Avner Strulov-Shlain . Assistant Professor of Marketing Avner Strulov-Shlain Abigail Sussman . Associate Professor of Marketing and Beatrice Foods Co. Faculty Scholar Abigail Sussman Craig A. Terrill . Adjunct Associate Professor of Marketing Craig A. Terrill Oleg Urminsky . Professor of Marketing Oleg Urminsky Spotlight on Research . Chicago Booth Review and other publications regularly feature the research of Chicago Booth scholars. Why the ‘Dollars a Day’ Pitch Works . University of Rhode Island’s Stephen A. Atlas and Chicago Booth’s Daniel Bartels find that framing a cost as a series of small daily expenses makes an offer more tempting. Why the ‘Dollars a Day’ Pitch Works The Hole in the Food-Desert Hypothesis . Chicago Booth’s Jean-Pierre Dubé finds that the nutrition gap between wealthy and poor households is driven by personal preferences, not availability. The Hole in the Food-Desert Hypothesis Why the Power of TV Advertising Has Been Overstated . Television advertising may be considerably less effective than published studies suggest, according to Chicago Booth’s Bradley Shapiro and Günter J. Hitsch and Northwestern’s Anna E. Tuchman. Why the Power of TV Advertising Has Been Overstated Learn from Industry Experts . Faculty members at Booth are connected to some of the most important leaders across industry. Our faculty regularly invite these leading practitioners and influencers to speak to students in the Booth classroom, providing you with greater access to learn, network, and grow. Learn from Industry Experts Our Research Centers . Chicago Booth MBA students have access to several interdisciplinary centers that fund faculty research, host workshops and conferences, and foster a strong research community. James M. Kilts Center for Marketing . The Kilts Center for Marketing advances marketing at Booth by facilitating faculty research, supporting innovation in Booth’s marketing curriculum, funding scholarships, and creating engaging programs. James M. Kilts Center for Marketing Beyond the Classroom . Develop your skills, meet new people, and build a dynamic global network. As an MBA student in marketing management at Booth, you’ll have many opportunities to get involved in student groups, competitions—including the Kilts Center’s annual Marketing Case Competition—and other activities. Participate in a Competition . Test your theories and gain valuable experience in some of the world’s most prestigious competitions on campus and around the globe. Participate in a Competition Join a Full-Time MBA Group . Get involved, develop new skills, and meet new people in a wide array of student-led groups. Join a Full-Time MBA Group Explore Part-Time Groups . Pursue your interests and expand your network by joining a student-led group for Part-Time MBA students. Explore Part-Time Groups
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                            [title] => Marketing Management: How to Succeed in Your New Role | CoSchedule Blog
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                            [description] => New role? No problem. Take command like the boss you are with this guide to all things marketing management
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                                    [1] => What is Marketing Management?
                                    [2] => Marketing Management Essential #1: Your Strategy
                                    [3] => Marketing Management Essential #2: Your Team
                                    [4] => Marketing Management Essential #3: Your Resources
                                    [5] => Some Things No One Tells You About Marketing Management
                                    [6] => You’re Ready to Grow as a Marketing Manager
                                    [7] => We also think you'll like..
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                                    [1] => Understand Your Product/Market Fit
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                                    [4] => Understand Your Marketing Metrics and KPIs
                                    [5] => Understand the Channels and Tactics Used to Reach Your Goals
                                    [6] => Understand the Soft Skills You’ll Need to Manage People
                                    [7] => Understand How Your Team is Structured
                                    [8] => Understand How to Ensure You Have the Right Skills on the Team
                                    [9] => Understand Your Team’s Time and Capacity
                                    [10] => Understand How to Measure Team Performance and Output
                                    [11] => Understand Your Budget
                                    [12] => Understand Your Current Technology Stack
                                    [13] => Understand How to Manage Workflows
                                    [14] => Marijana Kay
                                    [15] => The Art of Generating More Customer Reviews With Denise Blasevick From The S3 Agency [AMP 268]
                                    [16] => How to Perform a Social Media Audit in Five Easy Steps (Template)
                                    [17] => The Best Way to Format Blog Posts to Keep Your Readers Engaged
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                            [body] => Marketing Management: How to Succeed in Your New RoleMarijana KostelacMarketing You’ve just moved into a marketing management role. If you feel lost, confused, and/or overwhelmed, I can’t blame you: your day-to-day job is about to change (rather intensely). Luckily, this is the exact guide you need. While it won’t take you step-by-step on how to do your job, it outlines everything you need to focus on. We’ll point you toward resources to help you execute each portion of your new responsibilities. You’ll learn: Where to start when it comes to marketing strategy and how it supports your company’s business goals What it takes to move from the individual contributor role into managing people and helping them work in their zone of genius How to manage your team’s resources, including budget, tech stack, and workflows for maximum results and ROI But First, Create Your Free Marketing Calendar. All the strategy in the world is useless without a way to plan it out. Lucky for you, the forever-free version of CoSchedule's Marketing Calendar is available to help you make your management plans a reality. Get started now! Table of Contents What is Marketing Management? Marketing Management Essential #1: Your Strategy Marketing Management Essential #2: Your Team Marketing Management Essential #3: Your Resources Some Things No One Tells You About Marketing Management What is Marketing Management? Marketing management is the holistic practice of guiding marketing strategy, managing team members, and managing resources. As a marketing manager, you guide the activities that enable your company to reach an audience of potential customers, attract leads, and generate revenue. The challenge? You likely excel in one area of marketing, like SEO or content writing, but you now need to oversee many channels, campaigns, roles, and tools that are outside your zone of genius. The good news? We’ve split the role of a marketing manager into three essential areas. They’ll help you organize your work, ship campaigns that create results, and run an efficient (and happy!) marketing team. Three Sides of Marketing Management. Here are the three sides of marketing management to guide your planning and activities: Strategic management: The strategies, channels, campaigns, and reports that will help you reach marketing and business goals, all developed with the audience specifics and pain points in mind. You report results from your strategy efforts to the C-suite. Team management: Roles in your marketing team and how they impact and relate to each other. You find opportunities and needs for hiring new roles. Resource management: The tools, workflows, and processes that make marketing assets and campaigns happen, and the budget you have to cover for them. Everything you do as a marketing manager falls into these three categories. That includes meetings, plans, templates, reports, and more. This makes your role more streamlined and less overwhelming. Let’s jump into each of the three areas of marketing management. Back to the Top Marketing Management Essential #1: Your Strategy. Your first step is making sure there’s a strategy in place that guides all marketing plans, campaigns, tasks, goals, and reports. A marketing strategy ensures everything your team does is tied to business and marketing goals. It prevents scattering your team’s focus on channels or trends that aren’t relevant to your audience (also known as shiny object syndrome). Recommended Reading: Marketing Strategy: How to Plan Yours in 12 Steps With a Template Understand Your Product/Market Fit. What does your product help your customers achieve? How does it make them better at something specific? Why do they care about what you sell? Finding product/market fit means identifying a compelling value hypothesis. Andy Rachleff, creator of the product/market fit concept, said: “A value hypothesis identifies the features you need to build, the audience that is likely to care, and the business model required to entice a customer to buy your product.” Not sure about your product/market fit? Sean Ellis, the creator of PMFSurvey (a product/market fit survey), benchmarked nearly a hundred startups and found a leading indicator of product/market fit: Ask your users “how would you feel if you could no longer use the product?” and if at least 40% of them answer “very disappointed,” you’ve unlocked your product/market fit. The group that answers “very disappointed” will also help you uncover your product appeal and feed your marketing strategy. Superhuman, a startup building the fastest email experience, found this key benefit when digging deeper into their “very disappointed” group: Recommended Reading: How Superhuman Built an Engine to Find Product Market Fit Aim to deeply understand your happiest customers. They’re those that say they’d be very disappointed if they could no longer use your product, but also those that are a breeze to support, make repeat purchases, have the highest spend, and have been with you for a long time. Regularly interview these customers to learn about their background (like who they are and the job they do), their goals, and the role of your product in their life and work. And don’t forget to review past customer research efforts in your company and learn how your company’s marketing strategy evolved from it. Keep building upon this work to set yourself and your team for success. Understand Your Brand Messaging and Voice. Brand messaging is the framework that helps you communicate a consistent mission with everyone your company interacts with, including readers, customers, partners, and new hires. Being deliberate about your messaging makes your team more productive and boosts your revenue in the long run. Create your brand messaging framework by defining your company’s: Mission statement. This is your company’s overarching goal. For example, Teamwork states that their mission is to “make client-service teams everywhere, efficient, organized, profitable and happy.” Tagline. This should explain why you offer the product or service you’re selling. Uber’s tagline is a great example. Value proposition. Use your learnings from the product/market fit research and define who you help, what you help them with, and why. Core brand pillars. These are your key features or benefits that differentiate you from competition. For example, CoSchedule’s core brand pillars are: publish more content; deliver work on time; prove your team’s value. Part of your brand messaging is also your brand voice—the personality and emotion that’s infused into all company communications. Use your customer insights and company specifics to develop a brand voice chart, which outlines your voice characteristics, what each of them means, and how to implement it (and what to avoid): Recommended Reading: How to Define Your Unique Brand Voice and Stand Out Understand Your Business Goals. Business goals are what drives intentional marketing action. Yes, growing your website traffic or social media followers looks good, but you need to know how this moves the needle for the business and its key objectives. If your company’s goals aren’t shared internally, make sure to talk to your CMO, CEO, and other executives. This will give you a clear idea of how your team’s work supports overall business goals. Use this to set meaningful marketing goals. For example, your company’s goals might be to add a certain amount of customers and/or revenue in the next six months. You can reverse-engineer this to define supporting marketing goals: Take note of sales goal; the number of new customers the company wants to win Learn the lead-to-customer conversion rate Calculate how many leads you need to generate Map out the traffic you need to attract based on your traffic conversion rate Here’s what this might look like in practice: Company goal: 3,000 new customers in the next six months Lead-to-customer conversion rate: 25% Marketing needs to generate: 12,000 leads The traffic you need, based on a 10% traffic conversion rate: 120,000 You need to reach 120,000 unique new visitors over six months to support your company goal of 3,000 new customers over that period. You can use this goal to guide everything you do as a marketing team. This is a simplified example, of course, but it helps illustrate the importance of business objectives in your marketing planning and execution. Recommended Reading: How to Set SMART Marketing Goals You Can Achieve Understand Your Marketing Metrics and KPIs. Marketing metrics and KPIs help you track results of your marketing efforts. Dive into marketing metrics you can track and select those that are important and relevant to your goals: General marketing metrics: E.g. brand awareness, customer lifetime value, conversion rate Website and blogging metrics: E.g. referral traffic, organic traffic, time on page SEO metrics: E.g. keyword rankings, total backlinks, domain authority Social media marketing metrics: E.g. comments, shares, engagement rate Email marketing metrics: E.g. newsletter signups, opens, clicks PPC metrics: E.g. cost per click, quality score, return on ad spend Jump to our marketing metrics overview for a full list of metrics to choose from. Marketing KPIs are metrics that indicate progress towards a more specific goal, and you should only have a small number of focused KPIs. For example, for that goal of 120,000 unique new visitors over six months, unique pageviews would be the best marketing KPI to track. Understand the Channels and Tactics Used to Reach Your Goals. Armed with product/market fit, your brand messaging, goals, and metrics to track progress, you can focus on channels and tactics you’ll work on with your team. Here’s a question to ask yourself: Which channels and tactics are most likely to help you influence the goal you’re working towards? Which of them can you realistically execute? We’ve built a list of 35 marketing tactics you can use to get closer to your marketing goals. Use it to get inspired and strategic about your marketing activities: Lean on these tactics to: Plan: Map out a marketing calendar with due dates and deliverables. Execute: Start with a creative brief and break down the project into checklists and tasks for team members. Measure: Review relevant marketing metrics for the project. Repeat or pivot: Based on the performance of the tactic, turn it into a recurring process or explore tweaks and other options to get better results next time. Back to the Top Marketing Management Essential #2: Your Team. With a strategic foundation, your next area of focus should be the people who will help you bring that strategy to life. Understand the Soft Skills You’ll Need to Manage People. The move from an individual contributor to a team manager is a big one. It’s not just about launching marketing campaigns, but about leading a strong group of individuals and creating a productive environment where they can work in their zone of genius. Consider these soft skills that will help you make this happen and explore ways to improve at each: Communication. This includes giving your team members feedback, presenting ideas, negotiation, resolving conflicts, strong listening skills, and effective delegation. Problem-solving. From having a team member out sick, to a big part of the project that needs to be redone, solving problems and removing bottlenecks is a big part of your role. Multitasking and organization. Marketing managers need to be able to quickly move between different tools, tasks, assets, and have an overview of many moving pieces at once. The ability to find what you need (and prioritize action items quickly) is a superpower. Collaboration and coaching. See what your team members thrive at and where they struggle so you can provide them with support when they need it. Leadership. You’re a bridge between the company executives and your team. You need the trust of executives to get buy-in for marketing initiatives, and an efficient marketing process (and a toolkit) to help your team make it happen. Recommended Reading: How to Be a Successful Marketing Project Manager (Even Without Experience) Understand How Your Team is Structured. Well-organized teams are better positioned to succeed than those that aren’t. Spend some time understanding the roles that make up your current team, the skill sets they cover, and the output they can realistically produce. Does this align with your marketing and business goals? Is this sufficient for the tactics and channels you plan to create content for? If the team has worked with agencies or freelancers in any capacity, review that, too. External contributors can help you significantly streamline your content production and run a lean team. Understand How to Ensure You Have the Right Skills on the Team. Based on the marketing tactics you’ll use to reach your goals, which skills do you need to cover with your team members (and external contributors, if relevant)? Here are some examples of content formats and skills you need to have on the team: Blogging: Writing, editing, graphic design Podcasting: Interviewing, audio production and editing Webinars and video: Video presenting, video production and editing Email marketing: Direct response copywriting PPC: Facebook Ads/Google Ads expertise, direct response copywriting, ad reporting No matter which tactic or format you choose, you also need skills that cover the tools you use (like your CMS and social media scheduling), as well as reporting across platforms. If you discover a skill that isn’t well covered on your current team, it’s a sign it’s time to hire. Recommended Reading: How To Structure Your Marketing Team To Create The Best Content Understand Your Team’s Time and Capacity. Once you know the specific roles and tasks each team member covers, it’s important to understand their realistic capacity. How many hours does it take a writer to write a blog post draft? How about editing and implementing feedback? Every task that ends up on your team members’ to do list needs to have a time estimate. This will allow you to understand how many tasks under their skill set a team member can take on in a day and a week. If they’re assigned more than that, the work will likely be rushed, and the overwhelmed team member won’t just become a bottleneck—they might burn out. When you know how much your team can take on, you can plan your marketing projects accordingly (and potentially identify a need to expand your team’s capacity with new hires). Recommended Reading: How to Organize Cross Functional Marketing Teams Understand How to Measure Team Performance and Output. Are tasks getting done on time? Does your team hit deadlines and ship campaigns the way you planned? Make sure you build in some time to review this on a regular basis. Use these questions to understand your team performance and output: Do team members have outstanding tasks at the end of the week? Did we have to push some deadlines back to ship a piece of content? Is there confusion around what makes a task considered ‘done’? Do team members need coaching around the process and/or tools to increase their productivity? Weekly check-ins with progress on your project—and with your team members—will allow you to keep improving your team’s output and results. Back to the Top Marketing Management Essential #3: Your Resources. Marketing resource management is exactly what it sounds like: it provides digital tools to help marketing departments produce and deliver marketing collateral. This includes budgeting, project management, content development, promotion, and collaboration. Recommended Reading: The Ultimate Guide to Marketing Resource Management to Organize Every Asset Understand Your Budget. Your marketing budget is what you plan to spend to make your marketing goal a reality. This includes people, software, events, ad spend, and any other costs that come up. There are several ways to calculate your marketing budget, including a percentage of your revenue or competition-matching. But we recommend goal-driven marketing budget calculation. It requires you to set goals first (which we already covered), and helps you plan a realistic budget. The formula looks like this: Monthly marketing budget = (marketing goal acquisition cost × marketing marketing goal #) + marketing operational costs There are two main ways you can plan your budget: Average piece method. You calculate how much it costs you to create an average piece of content (including writing, design, promotion, paid ads etc.) and divide it by the results it produces. Over time method. You add up the total spend on marketing over a month (like salaries and paid ads) and divide this by the number of conversions you generated over the same month. You also need to figure out your marketing operational costs, AKA the spend that “keeps the marketing lights on” each month, including tools, hosting, team education, memberships, ad expenses, salaries, and more. Use this to learn what it costs you, on average, to generate a conversion. From there, you can plan how you need to increase or decrease your marketing budget based on how your goals change. Understand Your Current Technology Stack. What tools do you have to support your marketing execution? Your toolkit should make it easy to: Store and find all your content assets Brief all content creators Plan a publishing schedule on a content calendar Put repeatable workflows for marketing campaigns into motion Review and approve pieces of content The bare minimum is a digital asset manager (at least a generic one like Dropbox or Google Sheets), an annual content calendar, and a workflow management tool. This way, you have a home for all marketing collateral, a calendar to guide your team’s weekly tasks, and a place to store action items. That’s your foundation. From there, you can expand into platform-specific tools (email marketing, social media analytics, and more), as well as specialized tools like CoSchedule’s Marketing Calendar. Understand How to Manage Workflows. Workflows are the steps your team members need to complete to get a marketing project over the finish line. They’re templates you can rely on every time you start a new project. Workflows make responsibilities clear between team members and encourage ownership, accountability, consistency, and focus. They increase visibility into your team’s workload and makes it easy to check in daily (for example, in a daily stand-up meeting) by asking: What did you do yesterday? What will you do today? Are you experiencing any roadblocks? Map out the task checklists for every type of marketing project you plan to execute in the next quarter. How long before publish date do they need to be completed? Who’s in charge of each task? How much capacity does it take from a team member? Set up a system that makes it easy to delegate tasks, send reminders, and collaborate on a project (CoSchedule’s Work Organizer helps you do exactly that!). Recommended Reading: How to Turn Marketing Strategy into Marketing Execution in 8 Steps Back to the Top Some Things No One Tells You About Marketing Management. So far, we’ve covered your basic areas of responsibility. But what about the things no one tells you that everyone learns the hard way? Here are some lessons you’ll want to remember as you spend more time in your role: Project management is a huge part of marketing management. There’s a chance your marketing degree didn’t teach you this. Don’t panic: take some time to familiarize yourself with agile marketing and the Waterfall methodology and pick your approach. You rarely have time to do “real” work. Marketing managers are there to unblock people, and that takes lots of admin, emails, and spreadsheet work. Templates, time blocking, and building a central hub for all marketing work all help with this. You don’t have to measure everything. Instead, find your one metric that matters (1MTM) like we talked about earlier in this guide. Marketing plans are a big lie. More specifically, long, fancy-looking plans make it look like you’ve made progress and done your homework, but they don’t foster execution. Agile marketing execution that supports a single goal, with one metric that matters as a way to track results, is a much better way to approach your strategy. Embrace failure. Push yourself and your team, take risks, run experiments, and review what happened as a result. You can always adjust the next time around. There’s no “correct” answer. There are dozens of way to approach the same problem. Not taking action until you have the “right” way to do something might mean you never take action. Get creative. You’re Ready to Grow as a Marketing Manager. If marketing management felt overwhelming before, you now have the three sections to focus on: strategy, team, and resources. Everything you do will be part of one of these three areas. Sounds a lot more manageable, doesn’t it? Don’t forget to grab your templates to help you along the way. Bookmark this guide to come back to it whenever you need a refresher (or any of the extra resources we linked to). You got this!November 9, 2021 About the AuthorMarijana Kay. Marijana Kay is a freelance writer for B2B SaaS companies. She uses data-backed, actionable content to help them hit and exceed their growth goals. In her spare time, she collects books and airline miles.We also think you'll like...The Art of Generating More Customer Reviews With Denise Blasevick From The S3 Agency [AMP 268]. Who do you believe more? A marketer, your best friend, or complete stranger who bought your product or service and offers an honest opinion? Good or bad—what customers say matters. […] Ben SailerJanuary 5, 2022How to Perform a Social Media Audit in Five Easy Steps (Template). Do you see your social media performance going down recently? Worried you’re missing out on opportunities to improve your social media marketing? Or, are you wondering, “How can I tell […] Melissa KingDecember 30, 2021The Best Way to Format Blog Posts to Keep Your Readers Engaged. No matter how good your content is, not all your readers will read it word for word. In fact, the majority of them will skim read it. So if you’ve been […] Masooma MemonDecember 29, 2021
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                            [body] => Marketing Management About the Program. Are you interested in pursuing a career in marketing management? Program Profile. Manageable Four Course Program to Earn Your Advanced Certificate Flexible Online Course Format All Courses Transferable to UHV’s Strategic MBA Program if You Decide to Continue Your Education Talk to Admissions Helpful Links. Application Dates Blackboard Support Class Schedule Search Eforms Financial Aid Jaguar Days Library myUHV Orientation Payment Options SBA Appeal Form Textbooks Tuition and Fees Tuition Calculator The Program Experience. Why the UHV’s Graduate Certificate in Marketing Management? Through the Graduate Certificate in Marketing Management, you will enjoy the benefits of additional credentials without having to dedicate time and money to a full master’s program. A graduate certificate will give you a leg up in the professional world and help you stand out from other candidates. Learn to apply and execute the technological skills needed in today's marketing environment. The certificate program will provide an in-depth look at marketing strategy, digital marketing and web analytics. If you want to increase your skillset and expertise in the field of marketing management, this program is an excellent fit for you. View Curriculum First Step to Your Graduate Certificate in Marketing Management. Courses for the graduate certificate are available in both the spring and fall semesters, as well as during the summer.  All of the certificate courses are available online, making it a perfect fit for busy students as well as for those with other commitments that make attending class in person difficult. Completing the program is also your first step toward earning a Strategic MBA. If you wish to further your education, an MBA will provide advanced knowledge and expertise, which will allow you to move into more advanced positions in the marketing sector. All of the courses you complete in the program are directly transferrable to the MBA program. A graduate certificate in Marketing Management prepares you for a wide range of careers. Sales & Marketing Manager Marketing Account Manager Social Media Specialist Project Mangaer Strategic Marketing Manager Product Manager Client & Leadership Marketing Manager Who Should Apply? A Graduate Certificate in Marketing Management is a perfect choice for anyone who has received a bachelor’s degree and wants to obtain the knowledge and skills necessary for a career in the marketing world. If you want to gain further expertise in your field or change your area of expertise altogether, this is a great option to consider. It is a great fit for anyone who wants to earn a new skillset while receiving graduate-level education in a short time frame. Key Benefits at UHV. What makes UHV’s Graduate Certificate in Marketing Management special? We work hard to provide our students with the resources and support they need to hit the ground running and land their dream job with a manageable four course certificate. Our certificate program provides students with real-world educational experiences and an opportunity to learn from marketing experts. Upon completion of the certificate, you will feel confident in any marketing management setting and equipped to make smarter business decisions. Talk to an Advisor Today Learn What It’s Like to be a Jaguar! How to Apply Talk to a Recruiter January13 Mandatory International Student Orientation Orientation is designed to ease International students into the transition to studying and living in the United States. It is an opportunity to review immigration, academic, financial, campus tours and other practical matters to students. LEARN MORE January13 Winter Interim Hours for the UHV Computer Labs and IT Help Desk Support The hours for both the UHV Computer Labs and IT Help Desk Support is as listed below: Monday through Friday: 8AM to 5PM Saturday & Sunday: Closed LEARN MORE January13 Mandatory International Student Orientation Provide new International students valuable information regarding studying and living in the U.S. It is an opportunity to review immigration,academic, financial and other practical matters of attending a university. LEARN MORE January14 Winter Interim Hours for the UHV Computer Labs and IT Help Desk Support The hours for both the UHV Computer Labs and IT Help Desk Support is as listed below: Monday through Friday: 8AM to 5PM Saturday & Sunday: Closed LEARN MORE
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                            [body] => Marketing Management Major Overview. The marketing management major is designed to build deep competency in the art and science of: (1) choosing which customers to serve, and (2) getting, keeping and growing them through delivering superior customer value. Marketing majors will gain a proficiency in the latest methods and concepts for understanding customer behavior and for devising effective marketing strategies. Marketing majors choose courses to prepare themselves for careers in corporate or not-for-profit management, or in marketing fields that range from product management, advertising, and sales and account management to retailing, e-business, distribution management, and strategic marketing planning. Students can look forward to career opportunities in large and small organizations representing a spectrum of industrial, consumer goods, service, electronic commerce, and consulting firms in public- and private-sector institutions. Students begin by taking Marketing Management core courses (MKTG 611 and MKTG 612 or MKTG 613) which provide an overview of the role of marketing in the development of business strategies. Using a combination of lectures, readings, case studies, and computer simulations, these core courses review fundamental approaches in product/market selection, product line management, communications management, pricing, distribution, and marketing research. Beyond the required courses, students can choose among many electives to structure a program of study to match their interests and career objectives. In particular, students select from full-semester classes and from a set of “mini-courses,” which are half-semester classes, approximating one course in a quarter system, that focus on a specific facet of marketing. Requirements for the Major. The Marketing Management major requires five credit units. In the instance where a core course(s) has been waived, an equivalent number of credits in another marketing course(s) must be completed to replace it. If a student waives out of MKTG 611 or MKTG 612/613, the student must substitute another marketing course(s) to satisfy that number of course units. Courses taken in fulfillment of the Marketing major cannot be taken on a pass/fail basis. (A) Two required core courses: MKTG 611 – Marketing Management (.5 cu) AND MKTG 612 – Dynamic Marketing Strategy (.5 cu) *          OR MKTG 611 – Marketing Management (.5 cu) AND MKTG 613 – Strategic Marketing Simulation (.5 cu) * * Wharton Executive MBA Program students can meet the MKTG 612 or MKTG 613 requirement by taking MKTG 622 Marketing Management: Strategy (.5 cu) (B) One of the following courses or course sets: MKTG 712 – Data and Analysis for Marketing Decisions (1.0 cu)  OR MKTG 771 – Models for Marketing Strategy (1.0 cu) OR MKTG 776 – Applied Probability Models in Marketing (1.0 cu) OR MKTG 809 – Special Topics: Experiments for Business Decision Making (1.0 cu) OR MKTG 940/941 – Measurement and Data Analysis in Marketing (must take both courses, each .5 cu) See note below OR MKTG 942/943 – Research Methods in Marketing (must take both courses, each .5 cu) See note below. (C) At least three credit units chosen from the MKTG courses listed below in addition to the course(s) taken to satisfy (B) above: Students who are taking MKTG courses from the list below to fulfill waived core course credits, must still take the three course credits required by (C). A total of 5 MKTG course units must be completed. Full credit courses (1.0 cu each): MKTG 711 – Customer Behavior MKTG 712 – Data and Analysis for Marketing Decisions MKTG 760 – Innovation, Marketing Strategy, and Antitrust MKTG 768 – Contagious: How Products, Ideas, and Behaviors Catch On MKTG 770 – Digital Marketing, Social Media and E-Commerce MKTG 771 – Models for Marketing Strategy MKTG 775 – Managing Customer Value MKTG 776 – Applied Probability Models in Marketing MKTG 777 – Marketing Strategy MKTG 778 – Strategic Brand Management One-half credit courses (0.5 cu each): MKTG 721 – New Product Management MKTG 724 – Advertising Management MKTG 725 – Retailing MKTG 727 – Marketing and Electronic Commerce  (See note below) MKTG 733 – Marketing for Social Impact MKTG 734 – Idea Generation and the Systemic Approach for Creativity MKTG 737 – Introduction to Brain Science for Business (0.5 cu) MKTG 741 – Entrepreneurial Marketing MKTG 754 – Pricing Policy Special Topics and Experimental Courses (any of these can be taken toward fulfillment of the elective requirement) MKTG 747x – Marketing Strategy and Technology (0.5 cu) MKTG 739x – Visual Marketing (1.0 cu) MKTG 806 – Special Topics: Retail Merchandising (0.5 cu) MKTG 809 – Special Topics: Experiments for Business Decision Making (1.0 cu) MKTG 850 – MKTG 854 – Special Topics: topics vary. See syllabus. Advanced Study and Independent Study (can only fulfill the elective requirement as noted below) MKTG 890 – Advanced Study Project – Global Consulting Practicum (1.5 cu) MKTG 890 – Advanced Study Project – Retail Ecosystem Action Learning Projects (1.0 cu) MKTG 895x – Advanced Study Project – Domestic Consulting Practicum (1.0 cu) MKTG 895 – Global Business Week (0.5 cu) MKTG 893 – Advanced Study – Various global modular topics offered such as: Marketing in Emerging Economies: Understanding & Marketing to the Indian Consumer (0.5 cu) Marketing in Emerging Economies: Understanding & Marketing to the Chinese Consumer (0.5 cu) MKTG 897 – Advanced Study – Various global modular topics offered such as: Luxury Branding and Retailing in Italy and Beyond (.5 cu) Necessity and Experimentation: Lessons from Israeli Innovation (.75 cu) MKTG 899 – Independent Study Project (0.5 – 1.0 cu) (See notes below) NOTES The Marketing department will permit a total of no more than 1.0 cu credit from any Advanced Study Project (MKTG 890 – including Global Consulting Practicum, MKTG 895x – Advanced Study Project – Domestic Consulting Practicum),  Travel Study (MKTG 895 – Global Business Week), Independent Study (MKTG 899) or Global Modular Course (MKTG 893 and MKTG 897) to count toward the Marketing Major elective requirements stated above. Students may combine such courses as long as the total credit does not exceed 1.0 cu.   The Global and Domestic Consulting Practicum Courses are discontinued as of Fall 2017, however students who took these courses previously can still apply them toward their elective requirements as stated above.  A student contemplating MKTG 899 Independent Study must first find a faculty member who agrees to supervise and approve the student’s written proposal for an independent study project. Please refer to the MBA Program Advising and Registration page for the required authorization forms and procedures. Authorization forms for 1.0 cu sections of MKTG 899  must be submitted no later than 21 days after the first day of the semester. Authorization forms for 0.5 cu sections of MKTG 899 must be submitted  no later than 7 days after the first day of the quarter in which the project will be completed. Forms submitted after these deadlines will not be accepted. Students may not take both MKTG 770 (1.0 cu course) and MKTG 727 (0.5 cu course) for credit MKTG 940, 941, 942 and 943 are Doctoral level courses. Students need instructor permission and a permit from the department course coordinator in order to enroll. See PhD Program Advising and PhD Course Descriptions for more information. Program Advisor. The Marketing Department’s MBA Faculty Advisor oversees Program Advising for the major. David Reibstein, Professor of Marketing Marketing Department MBA Advisor 3730 Walnut Street, Jon M. Huntsman Hall Room 743 [email protected] 215.898.6643 Students may also contact and their Academic Advisor in the MBA Program Office about general program requirements. Marketing Management Major MKTG Marketing and Operations Management Major MAOM Course Descriptions Course Schedules Program Advising Non-MBA student course registration Independent Study Wharton Marketing Club  (Student Organization) Student Awards For more information or to request admission application forms, see Wharton MBA Programs
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                            [body] => Marketing Management Marketing management (or management of marketing) is the process of setting marketing goals for an organization (considering internal resources and market opportunities), the planning and execution of activities to meet these goals, and measuring progress toward their achievement. The process should be ongoing and repetitive (as within a planning cycle) so that the organization may continuously adapt to internal and external changes that create new problems and opportunities. Here you will find a collection of marketing news articles and research insights regarding marketing management. AMA Marketing Management Bootcamp. March 8-17, 2022 Virtual | Various Days When the Honeymoon is Over: A Theory of Relationship Liabilities and Evolutionary Processes. Press Release From the Journal of Marketing: Shaping the Development Trajectories of Exchange Relationships. Brand Management Fundamentals. January 19, 2022 Online | 10:00 a.m. CT JM Webinar: The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective. Combating Burnout: How Marketing Teams are Burning Bright. Sponsored January 18, 2022 12:00 PM - 1:00 PM Load More 1 2 3 … 50 Next » By continuing to use this site, you accept the use of cookies, pixels and other technology that allows us to understand our users better and offer you tailored content. You can learn more about our privacy policy here Close
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                            [body] => Marketing Management 3rd Edition View Latest Edition By Greg Marshall and Mark Johnston ISBN10: 1259637158 ISBN13: 9781259637155 Copyright: 2019 Product Details + Greg Marshall and Mark Johnston (both of Rollins College) have taken great effort to represent marketing management the way it is actually practiced in successful organizations today.  The 3rd edition, written for today's students in an interesting, lively, professional tone, has received the exclusive endorsement of the American Marketing Association as the recommended key resource for the PCM exam.The 3e is also supported by application and project enriched Connect.  Read more + Lowest Price. Rent eBook (180 Days) Learn more about the ebook $55.00 Rent now More Purchase Options PURCHASE OPTIONS TABLE OF CONTENTS AUTHOR BIOS 09781259637155 Instructors: choose ebook for fast access or receive a print copy. GET MY FREE COPY g eBook Still Have Questions? Contact your Rep s x With the McGraw Hill eBook, students can access their digital textbook on the web or go offline via the ReadAnywhere app for phones or tablets. McGraw Hill eBook Courses Include: Offline reading – study anytime, anywhere One interface for all McGraw Hill eBooks Highlighting and note-taking Syncs across platforms, always up-to-date Available for Android and iOS Close x Rent Monthly. Listing page for eBook Subscription Program. Oops! Your monthly rental cart is already full. Click continue to view and update your selected titles. Click continue to view and update your selected titles. Back Continue Purchase Options. Students, we’re committed to providing you with high-value course solutions backed by great service and a team that cares about your success. See tabs below to explore options and pricing. Don't forget, we accept financial aid and scholarship funds in the form of credit or debit cards. Print/eBook Digital Bundles Print/eBook . McGraw-Hill eBook. Product Description Rent or purchase for a fraction of the printed textbook price Easily highlight, take notes and search Download the free ReadAnywhere App for offline access and anytime reading Watch a quick video to learn more Note: the eBook does not include access to Connect. If your instructor assigned Connect, click the "Digital" tab. Rent Monthly  $9.95/mo or Rent (180 Day) $55.00 or Lifetime $90.00 Textbook Rental. Product Description Rent for a fraction of the printed textbook price Rental transaction occurs through McGraw Hill's authorized rental partner ISBN10: 1259637158 | ISBN13: 9781259637155 Purchase $70.00 Loose-Leaf Purchase. Out of stock Product Description Purchase un-bound 3-ring binder ready textbook Flexibility and ease of selecting chapters to take where you want to go What are my shipping options? ISBN10: 1260157830 | ISBN13: 9781260157833 Purchase $164.00 Digital . Connect. Product Description Personalize your learning, save time completing homework, and possibly earn a better grade Access to eBook, homework and adaptive assignments, videos, and study resources Download free ReadAnywhere App for offline access to eBook for anytime reading Connect may be assigned as part of your grade. Check with your instructor to see if Connect is used in your course. See how Connect works > ISBN10: 1260157792 | ISBN13: 9781260157796 6 Month $125.00 Bundles . Connect + Textbook Rental. Product Description Receive instant access to: Rent for up to 70% savings on textbook rental Personalize your learning, save time completing homework, and possibly earn a better grade Access to eBook, homework and adaptive assignments, videos, and study resources Download free ReadAnywhere App for offline access to eBook for anytime reading Return, or opt to purchase at end of rental period No-hassle returns with free shipping See how Connect works > ISBN10: 1260574709 | ISBN13: 9781260574708 Purchase $143.00 Connect + Loose Leaf. Out of stock Product Description Personalize your learning, save time completing homework, and possibly earn a better grade Access to eBook, homework and adaptive assignments, videos, and study resources Download free ReadAnywhere App for offline access to eBook for anytime reading Purchase un-bound 3-ring binder ready textbook Flexibility and ease of selecting chapters to take where you want to go See how Connect works > What are my shipping options? ISBN10: 1260277127 | ISBN13: 9781260277128 Purchase $218.67 The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time. The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time. Program Details. TABLE OF CONTENTS AUTHOR BIOS AFFORDABILITY Program Features Instructor Tools Accessibility Part One Discover Marketing Management Chapter 1 Marketing in Today's Business MilieuChapter 2 Marketing Foundations: Global, Ethical, SustainableChapter 3 Elements of Marketing Strategy, Planning, and CompetitionPart Two Use Information to Drive Marketing DecisionsChapter 4 Market Research EssentialsChapter 5 CRM, Big Data, and Marketing AnalyticsChapter 6 Understand Consumer and Business MarketsChapter 7 Segmentation, Target Marketing, and PositioningPart Three Develop the Value Offering—The Product ExperienceChapter 8 Product Strategy and New Product DevelopmentChapter 9 Build the BrandChapter 10 Service as the Core OfferingPart Four Price and Deliver the Value OfferingChapter 11 Manage Pricing DecisionsChapter 12 Manage Marketing Channels, Logistics, and Supply ChainPart Five Communicate the Value OfferingChapter 13 Promotion Essentials: Digital and Social Media MarketingChapter 14 Promotion Essentials: Traditional Approaches About the Author. Greg Marshall Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida. He earned his Ph.D. in marketing from Oklahoma State University. Greg’s industry experience includes 13 years in selling and sales management, product management, and retailing with companies such as Warner Lambert, Mennen, and Target Stores. When he left Warner Lambert in 1986 to enter academe, he was the manager of the top-performing sales district in the United States. In addition, he has served as a consultant and trainer for a variety of organizations in both the private and public sectors, primarily in the areas of marketing planning, strategy development, and service quality. Mark Johnston Mark W. Johnston is the Alan and Sandra Gerry Professor of Marketing and Ethics in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida. He earned his Ph.D. in Marketing in 1986 from Texas A&M University. Prior to receiving his doctorate, he worked in industry as a sales representative for a leading distributor of photographic equipment. His research has been published in a number of professional journals including Journal of Marketing Research, Journal of Applied Psychology, Journal of Business Ethics, Journal of Marketing Education, Journal of Personal Selling & Sales Management and many others. Mark is also an active member in the American Marketing Association and Academy of Marketing Science. Mark has been retained as a consultant for firms in a number of industries including personal health care, chemical, transportation, hospitality, and telecommunications. He has consulted on a wide range of issues involving strategic business development, sales force structure and performance, international market opportunities, and ethical decision-making. Mark also works with MBA students on consulting projects around the world for companies such as Tupperware, Disney, and Johnson & Johnson. He has conducted seminars globally on a range of topics including the strategic role of selling in the organization, developing an ethical framework for decision-making, improving business unit performance, and structuring an effective international marketing department. Mark continues to provide specialized seminars to top managers on strategic marketing issues. For more than two decades Mark has taught Marketing Management working with thousands of students. His hands-on, real world approach to marketing management has earned him a number of teaching awards. Affordability. Find out more about our affordable course material programs.Reduce course material costs for your students while still providing full access to everything they need to be successful. It isn't too good to be true - it's Inclusive Access.Learn more about Inclusive Access here.When your students still want a book but don't want to keep it, McGraw-Hill's Textbook Rental program provides students with our latest editions at our most affordable hardcover prices.Learn more about our Textbook Rental program.Want more information? Our Learning Technology Representatives can help. View the Full List Of Changes Connect. By prompting students to engage with key concepts, while continually adapting to their individual needs, Connect activates learning and empowers students to take control resulting in better grades and increased retention rates. Proven online content integrates seamlessly with our adaptive technology, and helps build student confidence outside of the classroom. Learn More SmartBook. Available within Connect, SmartBook actively tailors content to the individual student- The more a student interacts with SmartBook, the better it gets to know what they know and what they don’t know, helping students to maximize study time. By providing students with a safe place to make mistakes, showing them the areas they need to work on most, and by giving them consistent, personalized feedback at the exact moment they need it, SmartBook helps them to bridge their knowledge gaps and come to class prepared. Learn More AMA PCM® Approved PCM®, Marketing Management. is a way to prove you have the knowledge you need across a broad spectrum of marketing topics. Strategic MarketingUnderstanding & Targeting the MarketplaceValue CreationValue CaptureValue DeliveryMarketing CommunicationMarketing EvaluationEthical Issues Affecting the Marketplace How to Access Instructor Tools for your Course. Your text has great instructor tools – like presentation slides, instructor manuals, test banks and more. Follow the steps below to access your instructor resources or watch the step-by-step video. To get started, you'll need to visit connect.mheducation.com to sign in. (If you do not have an account, you'll need to request one from your MH rep. To find your rep – visit the Find Your Rep page). Then, under "Find a Title," you'll search by title, author or subject. Select your desired title and create a course. (Note – you do not have to create assignments, just a course instance) Then go to your Connect course homepage. In the top navigation, select library to access the instructor resources that accompany the title. Accessibility Rubric. Creating accessible products is a priority for McGraw-Hill. We have put in place processes to make accessibility and meeting the WCAG AA guidelines part of our day-to-day development efforts and product roadmaps. Please review our accessibility information for this specific product. In future editions, this rubric will be reformatted to increase accessibility and usability. McGraw-Hill sites may contain links to websites owned and operated by third parties. These links are provided as supplementary materials, and for learners’ information and convenience only. McGraw-Hill has no control over and is not responsible for the content or accessibility of any linked website. For further information on McGraw‐Hill and Accessibility, please visit our accessibility page or contact us at [email protected] TABLE OF CONTENTS . Part One Discover Marketing Management Chapter 1 Marketing in Today's Business MilieuChapter 2 Marketing Foundations: Global, Ethical, SustainableChapter 3 Elements of Marketing Strategy, Planning, and CompetitionPart Two Use Information to Drive Marketing DecisionsChapter 4 Market Research EssentialsChapter 5 CRM, Big Data, and Marketing AnalyticsChapter 6 Understand Consumer and Business MarketsChapter 7 Segmentation, Target Marketing, and PositioningPart Three Develop the Value Offering—The Product ExperienceChapter 8 Product Strategy and New Product DevelopmentChapter 9 Build the BrandChapter 10 Service as the Core OfferingPart Four Price and Deliver the Value OfferingChapter 11 Manage Pricing DecisionsChapter 12 Manage Marketing Channels, Logistics, and Supply ChainPart Five Communicate the Value OfferingChapter 13 Promotion Essentials: Digital and Social Media MarketingChapter 14 Promotion Essentials: Traditional Approaches AUTHOR BIOS . About the Author. Greg Marshall Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida. He earned his Ph.D. in marketing from Oklahoma State University. Greg’s industry experience includes 13 years in selling and sales management, product management, and retailing with companies such as Warner Lambert, Mennen, and Target Stores. When he left Warner Lambert in 1986 to enter academe, he was the manager of the top-performing sales district in the United States. In addition, he has served as a consultant and trainer for a variety of organizations in both the private and public sectors, primarily in the areas of marketing planning, strategy development, and service quality. Mark Johnston Mark W. Johnston is the Alan and Sandra Gerry Professor of Marketing and Ethics in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida. He earned his Ph.D. in Marketing in 1986 from Texas A&M University. Prior to receiving his doctorate, he worked in industry as a sales representative for a leading distributor of photographic equipment. His research has been published in a number of professional journals including Journal of Marketing Research, Journal of Applied Psychology, Journal of Business Ethics, Journal of Marketing Education, Journal of Personal Selling & Sales Management and many others. Mark is also an active member in the American Marketing Association and Academy of Marketing Science. Mark has been retained as a consultant for firms in a number of industries including personal health care, chemical, transportation, hospitality, and telecommunications. He has consulted on a wide range of issues involving strategic business development, sales force structure and performance, international market opportunities, and ethical decision-making. Mark also works with MBA students on consulting projects around the world for companies such as Tupperware, Disney, and Johnson & Johnson. He has conducted seminars globally on a range of topics including the strategic role of selling in the organization, developing an ethical framework for decision-making, improving business unit performance, and structuring an effective international marketing department. Mark continues to provide specialized seminars to top managers on strategic marketing issues. For more than two decades Mark has taught Marketing Management working with thousands of students. His hands-on, real world approach to marketing management has earned him a number of teaching awards. AFFORDABILITY . Affordability. Find out more about our affordable course material programs.Reduce course material costs for your students while still providing full access to everything they need to be successful. It isn't too good to be true - it's Inclusive Access.Learn more about Inclusive Access here.When your students still want a book but don't want to keep it, McGraw-Hill's Textbook Rental program provides students with our latest editions at our most affordable hardcover prices.Learn more about our Textbook Rental program.Want more information? Our Learning Technology Representatives can help. Program Features . View the Full List Of Changes Connect. By prompting students to engage with key concepts, while continually adapting to their individual needs, Connect activates learning and empowers students to take control resulting in better grades and increased retention rates. Proven online content integrates seamlessly with our adaptive technology, and helps build student confidence outside of the classroom. Learn More SmartBook. Available within Connect, SmartBook actively tailors content to the individual student- The more a student interacts with SmartBook, the better it gets to know what they know and what they don’t know, helping students to maximize study time. By providing students with a safe place to make mistakes, showing them the areas they need to work on most, and by giving them consistent, personalized feedback at the exact moment they need it, SmartBook helps them to bridge their knowledge gaps and come to class prepared. Learn More AMA PCM® Approved PCM®, Marketing Management. is a way to prove you have the knowledge you need across a broad spectrum of marketing topics. Strategic MarketingUnderstanding & Targeting the MarketplaceValue CreationValue CaptureValue DeliveryMarketing CommunicationMarketing EvaluationEthical Issues Affecting the Marketplace Instructor Tools . How to Access Instructor Tools for your Course. Your text has great instructor tools – like presentation slides, instructor manuals, test banks and more. Follow the steps below to access your instructor resources or watch the step-by-step video. To get started, you'll need to visit connect.mheducation.com to sign in. (If you do not have an account, you'll need to request one from your MH rep. To find your rep – visit the Find Your Rep page). Then, under "Find a Title," you'll search by title, author or subject. Select your desired title and create a course. (Note – you do not have to create assignments, just a course instance) Then go to your Connect course homepage. In the top navigation, select library to access the instructor resources that accompany the title. Accessibility . Accessibility Rubric. Creating accessible products is a priority for McGraw-Hill. We have put in place processes to make accessibility and meeting the WCAG AA guidelines part of our day-to-day development efforts and product roadmaps. Please review our accessibility information for this specific product. In future editions, this rubric will be reformatted to increase accessibility and usability. McGraw-Hill sites may contain links to websites owned and operated by third parties. These links are provided as supplementary materials, and for learners’ information and convenience only. McGraw-Hill has no control over and is not responsible for the content or accessibility of any linked website. For further information on McGraw‐Hill and Accessibility, please visit our accessibility page or contact us at [email protected] x Shipping Options. Standard Next day air 2nd day air 3rd day air Orders within the United States are shipped via Fedex or UPS Ground. For shipments to locations outside of the U.S., only standard shipping is available. All shipping options assumes the product is available and that it will take 24 to 48 hours to process your order prior to shipping. Close x Close x Rent Now. You will be taken to our partner Chegg.com to complete your transaction. After completing your transaction, you can access your course using the section url supplied by your instructor. NO THANKS OK
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                            [body] => Marketing Management The steps and factors involved in developing a successful marketing strategy. (Image courtesy of Prof. Natalie Mizik.) Instructor(s). Prof. Natalie Mizik MIT Course Number. 15.810 As Taught In. Fall 2010 Level. Graduate Cite This Course Some Description Instructor(s) Prof. As Taught In Spring 2002 Course Number 2.24 Level Undergraduate/Graduate Features Lecture Notes, Student Work Need help getting started? Don't show me this again Don't show me this again Welcome! This is one of over 2,400 courses on OCW. Explore materials for this course in the pages linked along the left. MIT OpenCourseWare is a free & open publication of material from thousands of MIT courses, covering the entire MIT curriculum. No enrollment or registration. Freely browse and use OCW materials at your own pace. There's no signup, and no start or end dates. Knowledge is your reward. Use OCW to guide your own life-long learning, or to teach others. We don't offer credit or certification for using OCW. Made for sharing. Download files for later. Send to friends and colleagues. Modify, remix, and reuse (just remember to cite OCW as the source.) Learn more at Get Started with MIT OpenCourseWare Course Description . Course Features. Selected lecture notesProjects (no examples)Assignments: written (no examples)Course Description. 15.810 Marketing Management is designed to serve as an introduction to the theory and practice of marketing. Students will improve their ability to develop effective marketing strategies and assess market opportunities, as well as design strategy implementation programs. In addition, students will have the opportunity to communicate and defend their recommendations and build upon the recommendations of their peers. We will explore the theory and applications of marketing concepts through a mix of cases, discussions, lectures, guest speakers, individual assignments, and group projects. We will draw materials from a variety of sources and settings including services, consumer and business-to-business products. Other Versions . Other OCW Versions. OCW has published multiple versions of this subject. 15.810 Marketing Management: Analytics, Frameworks, and Applications (Fall 2015)15.810 Marketing Management (Fall 2004)Archived versions: 15.810 Introduction to Marketing (Fall 2001)15.810 Introduction to Marketing (Spring 2004)15.810 Introduction to Marketing (Spring 2005) Related Content . Course Collections. See related courses in the following collections:Cross-Disciplinary Lists. Entrepreneurship CoursesFind Courses by Topic. ManagementMarketing Natalie Mizik. 15.810 Marketing Management. Fall 2010. Massachusetts Institute of Technology: MIT OpenCourseWare, https://ocw.mit.edu. License: Creative Commons BY-NC-SA. For more information about using these materials and the Creative Commons license, see our Terms of Use.
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                            [body] => Marketing Management Anticipating customer needs Establish Candidacy View Individual Courses Certificate Description. Silicon Valley-style customer-driven marketing. The days of siloed sales and marketing are over. The buyer is now in control. We teach you the tools you need to succeed in sales and marketing alignment; the fusion of sales, marketing, and social selling; and programmatic marketing and sales. Learn how artificial intelligence can personalize the customer experience. We offer two tracks and a shorter specialization.Marketing ManagementDigital Marketing (includes social media courses)Social Media Marketing Professional SpecializationMarketing Management certificate program objectives. Create integrated, multi-channel marketing campaignsEvaluate the success of marketing campaigns based on dataCommunicate brand values to diverse audiencesLeverage social media as a selling tool Estimated Cost (You pay only for courses you enroll in): $5,500 | International Tuition Cost Required Credits: Total of 7 courses (15 units): Take 3 courses (7 units) of required credit, 3 courses (6 units) of elective credit, and the Capstone course (2 units). End with Certificate of Completion Review. (*See Recommended Course Sequence for 2020 update.) Duration: A full-time student can complete the certificate in 9–12 months. Courses. Course Units Fall Winter Spring Summer 1. Required Course(s): Implementing Marketing and Sales Strategies 2.0 Fall Live-Online Winter Live-Online Integrated Marketing Communication 3.0 Fall Online Winter Live-Online Spring Online Summer Online Principles of Marketing 2.0 Fall Live-Online Winter Live-Online Spring Live-Online Summer Live-Online 2. Electives: Digital Marketing Advanced Social Media Marketing 2.0 Fall Live-Online Spring Flexible Application of Social Media for Business Growth 2.0 Fall Live-Online Spring Flexible Applied Digital Media Planning and Platforms 2.0 Winter Flexible Spring Flexible CRM: Customer Relationship Management 2.0 Fall Flexible Spring Flexible Customer Acquisition Strategies 2.0 Winter Flexible Summer Live-Online Leveraging Content and Social Analytics 2.0 Summer Live-Online Search Engine Marketing 2.0 Fall Flexible Spring Flexible Social Media Marketing Fundamentals 2.0 Fall Live-Online Winter Flexible Summer Live-Online Web and Mobile Analytics 2.0 Summer Live-Online 3. Electives: Marketing Management Consumer Insights: Data Analysis and Interpretation 2.0 Fall Live-Online Spring Live-Online Positioning and Brand Management 2.0 Power of Market Research 2.0 Winter Online Spring Flexible Product Marketing and Management 2.0 Winter Live-Online Public and Analyst Relations 2.0 Winter Flexible Strategic Marketing Operations 2.0 4. Capstone Course: Marketing in Practice 2.0 Fall Live-Online Spring Live-Online 5. Completion Review: Marketing Management Certificate Completion Fee None Fall Online Winter Online Spring Online Summer Online Certificate Inquiry Form. Contact Us Speak to a student services representative. Call (408) 861-3860 Envelope [email protected] Recommended Course Sequence. Get started. Please begin with Principles of Marketing. After that, courses may be taken in any order provided the prerequisites are met.Substitutions. You may take one elective outside the certificate curriculum, if you receive prior approval from the Academic Services Department.To receive your certificate. Upon completion of the course sequence you may request your Marketing Management Certificate Completion Review.*Declared candidacy prior to Dec. 19, 2020?We made changes to the requirements for this certificate on Dec. 18, 2020. Students who declared candidacy prior to that date may choose to follow the current requirements above or the former 14-unit credit requirements that were in place when they declared, including:3 courses (7 units) of required credit.4–5 courses (7 units) of elective credit.Certificate of completion review. Requisite Knowledge. Please review the course descriptions to ensure that you have taken necessary prerequisites or meet the requirements through job experience or previous education. Advisory Board. Certificate Program Chair. LY-HUONG PHAM, M.A., M.B.A., Ph.D., has over 30 years of experience in general management, system software development, consulting, and entrepreneurship in the high tech industry. She is chief executive officer of Mobiscale LLC, a private company providing end-to-end strategic and engineering services for startups and Fortune 500 companies in diverse industries. Previous experience includes serving as CEO at several startups and holding senior management roles at Apple, Turbolinux, and Cray. She is also co-inventor of 10 granted patents that have produced over a billion dollars in licensing revenue. Pham completed a doctorate in human and organizational systems with a concentration on information society and knowledge organization. As a director and chair of audit committees for several nonprofit organizations, she's worked to transform the health, education, and communities of disadvantaged people in Southeast Asia. She has taught courses in computer sciences, business management, and marketing, in the U.S. and Asia, sharing her integrative view of academic theories and professional lessons learned from company turnarounds, new market developments, startup launches and corporate spin-offs.Certificate Program Advisory Committee. STEVE BROWN, MSDirector, Executive and Employee CommunicationsCadence Design SystemsSTEVEN FUND, MBACorporate VP, Brand and Marketing OperationsAMDALICE GOLDSTEIN, BAGo to Market Leader SMART PlatformNTT DATA, Inc.Instructor, Social Media Marketing Professional SpecializationUCSC Silicon Valley ExtensionTHOMAS MOYER, MBADelivery Manager, Social MediaGenentechInstructor, Marketing Management Certificate ProgramUCSC Silicon Valley ExtensionLY-HUONG PHAM, MBA, PhDChair and Instructor, Marketing Management ProgramUCSC Silicon Valley ExtensionRICK REED, Ph.DOnline Media Research / Crisis Communication / Issue & Crisis Management Intel CorporationCORY TREFFILETTI, BAGlobal Head of MarketingCisco Webex.comPATRICK WILLIAMS, M.B.A., B.S.Marketing StrategistInstructor, Marketing Management Certificate Program, UCSC Silicon Valley ExtensionInstructor,Santa Clara University/ Stanford University Establish Candidacy. Establish candidacy in a certificate or specialization. Once you create your student account, you can establish candidacy in a certificate or specialization program any time during your studies. The benefits of enrolling early Lock in your certificate requirements.This means that even if program requirements change, the requirements to complete your certificate will remain the same for you Receive program updates Set your intention It’s free To complete a program, you must enroll in the certificate program before enrolling in the Certificate Completion Review. You have five years to complete all necessary courses in a certificate program or three years to finish up a specialization program. All the necessary units in a certificate must be completed within this window.* The clock begins on the first day of your first course in the certificate program. For example, if you started a course on Sept. 5, 2017, you would have to complete all of the required units in this certificate by Sept. 4, 2022. Note: Enrolling in a certificate program does not trigger the beginning of the five-year window. It begins the first day of the first course that applies to a certificate program. The Certificate Completion Review process does not have to occur within the five-year timeframe. For more information: How do I get my certificate or specialization? * Students participating in a special program, such as workforce, international, Personal Financial Planning, or curriculum partner programs (Udacity, Microfacturing Institutes) may have a shorter completion requirement. Establish Candidacy Grade Requirements. Please note that only letter grades of C- or higher may be applied to a certificate, and in some programs, students may have more stringent requirements. Students in most employer- and government-sponsored payment programs, such as workforce development, as well as international students on F-1 visas, need to maintain a B average to meet their requirements. Personal Financial Planning students have additional grade requirements for individual courses to attain a certificate. See Grading and Credits Policy for further information.
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                            [body] => Sales & Marketing Management Home Articles Reports Magazine Enewsletter Webinars Podcasts Subscribe More About Media Kit Contact Editor's Pick. News Starting Your Initial PPC Campaign: A Step-by-Step Tutorial. Sam Molony - January 10, 2022 How Digital Contracts Improve the B2B Buyer Experience. Brian Powers - January 12, 2022 Many B2B sales cycles are painfully long as it is. Digital contracting streamlines the entire contract lifecycle, from generation to negotiation to fulfillment, and beyond. Continue Reading How Document Automation Improves Your Sales Process. Tolga Sakman - January 5, 2022 A lot more than productivity is lost when salespeople have to devote their time to manual document creation. Continue Reading Using VR to Onboard Your Sales Team at Lightning Speed. Kurt Kratchman - January 3, 2022 Onboarding new B2B sales reps using virtual reality may become the norm as companies start another year with virtual teams. Continue Reading Your Most Important Sales Kickoff Is the Next One. Adam Boggs Eduardo Umanzor and Matthew Archer - January 3, 2022 Sales kickoffs must be used to activate each salesperson's sense of purpose or companies risk getting lost in an endless cycle of onboarding. Continue Reading Join the SMM Connect Community. Be part of a community of over 40,000 sales and marketing professionals. Get immediate access to hundreds of live and recorded training sessions, ebooks and resources. Learn More New Focus Report: Cracking the Sales Compensation Code. What worked for so many years when compensating sales professionals is no longer sufficient. A competitive salary is just table stakes. Putting a comprehensive package of pay, benefits and extra perks together has never been more important. Read Now What B2B Marketers Can Expect in 2022. Grace Williams - December 22, 2021 B2B marketing and media relations in 2022 will continue to focus on rich storytelling, but it will include new voices, prioritize emerging mediums and approach thought leadership in new ways. Continue Reading How to Help Your Sales Team Make the Most Out of Cold Calls. Alicia Rasta - December 20, 2021 If you want to refine your cold calling, you'll want to incorporate two essential practices. Continue Reading Eight Sales Books to Kick Off a Year of Growth in 2022. Nancy Nardin - December 17, 2021 These books can help sales managers and reps build their skills without having to schedule another meeting on their calendar. Continue Reading Making Business Connections Through Gifting in the New Year. Kris Rudeegraap - December 15, 2021 How companies connect with their customers in the new year will reflect the changes and shifts of the last two years.. Companies that have paid attention to their clients' habits and reactions and that get more personal in their messaging as a result will perform better than competitors that do not. Continue Reading Online Partners. Terms Privacy Cookies GDPR © 2022 Lakewood Media Group LLC
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                            [body] => Marketing & Sales Executive Education Individual Programs Executive Programs Advanced Marketing Management Enhancing digital capabilities to drive your marketing strategy . As digital marketing becomes the new normal and best practices evolve at an unprecedented pace, today’s organizations must work tirelessly to stay on the leading edge. Marketing executives must continually evaluate new opportunities, identify priorities and communicate their vision and results across the organization. In forward-looking marketing-driven companies, rising mid-career executives face the greatest challenge: leading a younger generation of digital natives while reporting to a well-informed C-suite with high expectations for marketing management. Designed by senior members of Kellogg’s renowned marketing faculty and former CMOs of leading corporations, the program builds participants’ understanding of the fast-evolving marketing environment and digital capabilities. Upon completing this program, you will be equipped to translate high-level aspirations into tangible marketing initiatives — and lead those initiatives successfully. Faculty Office Hours During the program, all participants will have the opportunity to schedule one-on-one discussion time with faculty Office hours are the perfect opportunity for participants to raise specific questions about how program learning and content may apply to their organizations and responsibilities This program is offered in a live virtual format. Our live virtual programs are built to deliver a rich experience that’s comparable to our in-person programs. You will have the opportunity to engage with our faculty and your peers in live discussions and lecture sessions. You will come away with the tools to navigate and succeed in the new business landscape. DOWNLOAD A BROCHURE   VIDEO: Stay on the leading edge of marketing practices   VIDEO: Learn more from Academic Director Derek Rucker UPCOMING SESSIONS SAVE THIS PROGRAM SUBSCRIBE TO NEWSLETTER Expand All Collapse All Who Should Attend. Rising marketing executives and marketing directors of large organizations Senior-level executives of smaller organizations Executives from marketing management, marketing strategy, brand management, marketing communications, digital marketing and sales areas Managers with responsibility for demand generation and revenue management Download Past Participant Profile Key Benefits. Lead marketing innovation, evolution and transformation across multiple levels of the organization Enhance understanding of evolving marketing capabilities, challenges and opportunities, such as the rise of digital and AI Develop operational priorities together with C-level leaders Create and lead team-level initiatives that deliver results Engage in individual coaching sessions with program faculty to learn how to apply the material to your individual situation Program Content. This program is structured around critical challenges facing marketers today: Changing Business Models and Tools Apply AI concepts to marketing challenges Assemble data-driven marketing systems to improve decision making Implement new revenue models and management to drive growth New Approaches to Customer Insight Apply Customer Experience and Design Thinking processes to find new ways to create value Move from segmentation to personalization to optimize individual relationships Develop customer personas and the customer journey to understand key marketing moments Establish customer experience (CX) synergies and balance between employees, customers and shareholders The Digital Transformation Build on the mobile revolution to include location and frequency of customer interactions in marketing initiatives Apply digital marketing analytics to optimize efforts across channels and platforms Leading the Integration of Digital and Traditional Marketing Maintain brand positioning in an omni-channel world Design, form and manage alliances to establish growth plans Faculty. Derek D. Rucker - Academic Director; Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing; Co-chair of Faculty Research John C. Parker - Academic Director; Retired Clinical Assistant Professor of Executive Education Jonathan Copulsky - Lecturer of Marketing, Kellogg Executive Education and Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University Julie Hennessy - Clinical Professor of Marketing Thomas O'Toole - Clinical Professor of Marketing; Executive Director, Program for Data Analytics at Kellogg Nicholas A. Pearce - Clinical Associate Professor of Management & Organizations, Kellogg School of Management David Schonthal - Clinical Professor of Innovation & Entrepreneurship; Faculty Director of Zell Fellows Program; Senior Director of Business Design – IDEO Joel K. Shapiro - Clinical Associate Professor and Executive Director for the Program on Data Analytics at Kellogg What Participants Say . “I just had a really smart and meaningful conversation with the owner of a digital marketing company. In the spirit of following up on my action plans from the course, I am working on engaging his company to build up my digital presence along the lines of what we learned. I also think he may attend your program in the very near future.” CEO, FTS Solutions "I applied [my learning] from the program today! I led an all-day session about creating personas and identifying common pain points, messaging themes, perceptions and differences. It helped us hone in on an overarching story in a market where maturity levels, buying habits and clients look distinctly different — something which has eluded the team for a long time." Lead Associate, Brand Strategy Manager, Booz Allen Hamilton Personal Consultation. Please contact us to schedule an advising session Email 847.467.6018 Schedule Consultation 2022 Sessions. June 6-10, 2022 Start: June 6 at 8:30 AM End: June 10 at 12:00 PM Format: In-Person on Evanston campus Download the Topic OverviewClick here for Executive Education's COVID-19 health and safety protocols $10,550 Fee includes lodging and most meals REGISTER November 28 - December 8, 2022 Start: November 28 at 8:30 AM End: December 8 at 1:00 PM Format: Live Virtual Program Download the Topic Overview $7,550 REGISTER Having trouble applying? Download a PDF application. Related Programs. General Management. Executive Development Program. Learn more Leadership. Leading with Advanced Analytics and Artificial Intelligence. Learn more Marketing & Sales. Strategic Marketing Communications. Learn more Related Articles. Marketing & Sales. Advanced Marketing: Once Made, Connections Seem Obvious. READ Marketing & Sales. The Two Questions to Ask About Any Marketing-Technology Initiative. READ Executive Education Individual Programs Executive Programs Marketing & Sales Other pages in Executive Programs:. General Management Finance & Accounting Governance Growth & Innovation Leadership Marketing & Sales Operations & Technology Strategy Pages in Executive Education. Individual Programs Executive ProgramsGeneral ManagementFinance & AccountingGovernanceGrowth & InnovationLeadershipMarketing & SalesOperations & TechnologyStrategyOnline ProgramsC-Suite ProgramsExecutive Scholar CertificateNonprofit Programs Group & Custom Solutions The Kellogg Experience Campuses Evanston Chicago Miami Directions Gain Insight Subscribe to our Newsletter Kellogg Faculty Blogs Read Kellogg Insight Connect with Us LinkedIn Twitter Facebook Kellogg School of Management. James L. Allen Center 2169 Campus Drive, Evanston, IL 60208 Directions 847.467.6018
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                            [body] => What Does a Marketing Manager Do? A GuideWritten by Coursera • Updated on Dec 9, 2021A marketing manager knows how to get the word out—about a company, a brand, or a product. Discover the variety of roles you can take on in this field and how to get the skills you need to land the job.Marketing managers generate customer interest in products and services across various media channels. They often oversee the communication between a business and its customer base. If you’re looking for a career where you can use your creativity and people skills to make a difference in a company, marketing management could be a good fit. Take a closer look at what the job entails and how to become a marketing manager.What is marketing management?Marketing managers organize and manage marketing campaigns to raise awareness of and generate demand for products and services. This broad definition can encompass a wide variety of activities including:Designing, managing, and evaluating marketing campaignsDirecting social media engagement strategyManaging budgets for marketing campaignsCollaborating with advertising and creative departmentsReviewing advertising material for print and digital mediaPreparing advertising contractsPerforming market research to find new opportunitiesManaging marketing department employeesAnalyzing market trends and conducting competitor researchHow much does a marketing manager make?The median annual salary for a marketing manager in the US was $141,490 in 2020, according to the US Bureau of Labor Statistics [1]. How much you make will depend on where you live, what company you work for, and what industry you work in, among other factors. Marketing managers working in scientific, technical, and professional services tend to draw the biggest salaries.Types of marketing managers. Marketing managers typically work in corporate environments. You’ll find them in a variety of industries, such as health care, hospitality, entertainment, finance, and technology. This means that no matter where your passions lie, you’ll likely find marketing jobs in that industry. Some marketing managers focus on a specific area of marketing. These specialties include: Affiliate marketing managers focus on the relationships between an organization and its marketing affiliates that earn commissions in exchange for driving traffic to a website. Brand marketing managers aim to increase brand awareness and the identity of a company or product.Content marketing managers oversee the production of content that drives traffic to an organization’s website.Digital marketing managers supervise and implement marketing campaigns designed for online channels.Marketing communications managers monitor and evaluate the messaging used to market a brand or product.Product marketing managers oversee the positioning and branding of specific products.Social media marketing managers take charge of the company’s presence on social media platforms.What’s the difference between marketing managers and PR managers? . Marketing managers handle communication between a company and its customers (current and potential). Public relations managers, on the other hand, focus on maintaining a company’s positive reputation through earned media coverage.How to become a marketing manager. Most companies look for candidates with at least a bachelor’s degree for management positions in marketing. If you’re considering a career in marketing, consider earning a degree in marketing, advertising, communications, or a related field. Make yourself even more appealing to hiring managers by pursuing a Master of Business Administration (MBA) with a marketing concentration.1. Build marketing manager skills.A formal education in marketing helps you build a foundation for success in the field. But marketing managers also leverage a range of skills while on the job. As you pursue a degree or gain hands-on experience, look for opportunities to build these skills.Writing and public speaking skills help you present ideas clearly and effectively to customers, decision makers, and private clients.SEO fundamentals help you make decisions about how to direct campaigns on digital platforms.Analytical skills help you sort and analyze data to evaluate the success of marketing campaigns.Creative thinking empowers you to generate new ideas for compelling campaigns and marketing strategy.Interpersonal skills equip you to work closely and collaborate with advertising, public relations, and customer service departments.Project management skills prepare you to set goals, track progress, meet deadlines, and manage teams.Technical skills, particularly with project management, email marketing, SEO and presentation software, can equip you to complete tasks with greater efficiency.Leadership skills help you to motivate marketing team members and delegate tasks to the right people.2. Earn a certification or certificate. . Adding a relevant credential to your resume can validate your skills to potential employers as you develop key marketing skills. Learn at your own pace from the industry leaders at Facebook with the Facebook Marketing Analytics or Facebook Social Media Marketing Professional Certificates.Facebook Marketing AnalyticsMetaPROFESSIONAL CERTIFICATELearn MoreFacebook Social Media MarketingMetaPROFESSIONAL CERTIFICATELearn More3. Take relevant classes. . Explore whether a career in marketing might be right for you by taking an introductory course in the field. Learn the fundamentals with Introduction to Marketing from University of Pennsylvania or develop your content marketing skills with The Strategy of Content Marketing from UC Davis.4. Get hands-on practice. . You don’t need a job to start earning experience. Put your skills to use by marketing yourself, finding an internship within a marketing department, or offering your marketing services to a non-profit group. 5. Build a portfolio. . Your portfolio should be a selection of your best work in the field. You can start building content for your portfolio while developing new skills by completing a Guided Project, designed to be completed in under two hours. Here are some options to get you started:Google Ads for BeginnersCreate a Business Marketing Brand Kit Using CanvaUse Canva to Create Social Media Visuals for BusinessSmall Business Marketing Using FacebookCreate a branding search campaign with Google AdsMarketing manager career path. Marketing management is an in-demand field, which the Bureau of Labor Statistics projects will grow faster than average through 2030 [1]. Companies want to increase their shares of the market and turn to marketing managers to help them reach those goals.Since many management roles require work experience, many marketing managers start out as sales representatives, public relations specialists,  marketing specialists, or marketing coordinators before moving into management positions. As you earn experience and further your education, you can set your sights on roles like VP of marketing or chief marketing officer.Get started with Coursera. If a career in marketing aligns with your interests, there are several next steps you can take toward your professional goals:Get job-ready in about five months, even with no prior experience, by completing the Facebook Social Media Marketing Professional Certificate.Learn more about earning your MBA online to help unlock new, higher-paying job opportunities.If you already have some marketing experience, explore a range of Guided Projects you can complete to build out your portfolio or develop a new skill. Related articles. How to Become a Social Media ManagerWhat Can You Do with a Communication Degree: 10 Career PathsWhat Is a Project Manager? A Career Guide10 In-Demand Jobs You Can Get with a Business Degree (2021)Article sources. 1. US Bureau of Labor Statistics. "Advertising, Promotions, and Marketing Managers, https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm." Accessed September 29, 2021.Written by Coursera • Updated on Dec 9, 2021This content has been made available for informational purposes only. Learners are advised to conduct additional research to ensure that courses and other credentials pursued meet their personal, professional, and financial goals.Learn without limits. Join for Free Coursera Footer. Start or advance your career. Google Data AnalystGoogle Project ManagementGoogle UX DesignGoogle IT SupportIBM Data ScienceIBM Data AnalystIBM Data Analytics with Excel and RIBM Cybersecurity AnalystIBM Data EngineeringIBM Full Stack Cloud DeveloperFacebook Social Media MarketingFacebook Marketing AnalyticsSalesforce Sales Development RepresentativeSalesforce Sales OperationsIntuit BookkeepingPreparing for Google Cloud Certification: Cloud ArchitectPreparing for Google Cloud Certification: Cloud Data EngineerLaunch your careerPrepare for a certificationAdvance your careerBrowse popular topics. 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