People who are not familiar with economics and management often confuse the terms marketing and advertising. This confusion often leads to situations in which marketing managers are expected to deal predominantly with advertising techniques or public relations management, known as PR, especially in industries where owners and managers do not distinguish between these terms.

In contrast, regardless of common misunderstandings about the definition of marketing, we will focus on the key activities and tasks that marketing managers perform in the business world. Given that marketing implies efficient satisfaction of consumer needs in a profitable way, the marketing manager is primarily expected to manage a team of people who will identify the needs and desires of consumers and find optimal ways to satisfy them. To achieve this, he must thoroughly understand his environment, including:

different consumer groups and their preferences
competition activities
possible business partners in the supply and distribution chain
economic and social conditions in the market
dominant views of the public on issues such as ecology, organic production, sustainable development, fair trade, etc.

This knowledge is crucial because it forms the basis for making quality decisions about products or services, their price, methods of promotion and distribution. The marketing manager then transfers these decisions into strategies, plans and tasks, the realization of which contributes to the satisfaction of consumer needs and the achievement of business results, primarily in the form of making a profit.

What does a marketing manager do in a company?

In a corporate environment, marketing managers are expected to shape strategies and plans that guide the organization's activities in the market, as well as its relationship with consumers, distributors, the local community and other important partners.

In addition, certain skills, including communication skills, soft skills, public speaking, as well as the ability to work in teams with different disciplines, are crucial to effectively perform the job of a marketing manager. Marketing managers should not be isolated in performing marketing activities; on the contrary, all employees contribute to the realization of marketing goals by contributing to the creation of value for consumers. Therefore, marketing managers often operate within a team environment, where active listening skills, social skills, language competence, empathy and creative thinking skills are emphasized.

Additionally, a significant aspect of their work is a proficient knowledge of analytical methods, which they apply in various domains, including the study of consumer behavior, complaint management, interpretation of financial reports, selection of promotional techniques, analysis of marketing performance, evaluation of the profitability of market presence, market segmentation and targeting, positioning brand, and more.

Why is the job of a marketing manager important?

In order for us as consumers to become aware of the existence of a certain product, service or idea that can solve our problem, it is necessary to have an expert who will market it. The marketing manager builds that awareness by developing and implementing marketing strategies aimed at satisfying consumer needs and maximizing profits.

In a variety of industries, including advertising, tourism, healthcare, finance, technology, entertainment, sports, retail, and education, marketing managers play a critical role in a company's success. They effectively manage internal teams, create or oversee promotional messages and products, and work to market or distribute them through various media, including traditional and digital channels. Depending on the size of the company, marketing managers can be part of a larger team of marketing experts, focused on a specific group of products or services, or specialized in a specific area of activity.

What knowledge and skills should a marketing manager have?

The Marketing Management module at the College of Modern Business educates a group of students interested in this attractive profession. The study program is designed to provide students with a thorough understanding of the principles of marketing, economics and management, while equipping them with the ability to apply a variety of business methods. The goal is to enable them to be able to make quality marketing decisions in the future professional environment. Special attention is paid to the development of skills that will enable them to perform successfully in public, communicate effectively with different clients, find solutions in crisis situations, as well as respect colleagues and active participation in teamwork. Considering the pervasive influence of new technologies in business, students also acquire digital competences, which further increases their attractiveness on the labor market.

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