Marketing Career Focus: Marketing Management
Each of these Career Focus posts will cover a specific track or specialty track within the MS in Marketing degree program.
The Marketing Management track does not have any core courses. Students must complete the Master of Science in Marketing’s 15 credit hours of core courses and then complete 21 semester credit hours from any other MS in Marketing tracks and can include many non-marketing courses and areas. The latter can include can include many non-marketing courses and areas such as Information Technology, Entrepreneurship, Organizational Behavior, or Finance. However, at least nine semester credit hours from the 21 semester credit hours must be from courses with the MKT prefix.
Details of the courses for this track are available on the UT Dallas Graduate Catalog page. Students can take a wide range of courses, from programming and analytics to consulting, negotiation, and dispute resolution. This is the suggested track to take if you are pursuing the MS in Marketing completely online.
Learn more about the Marketing Management specialty track
Indeed.com is a good job search site because at a glance it shows average salaries, years of experience for many mid-level positions, the quantity of available jobs, as well as locations.
What does a marketing manager do?
The marketing manager occupies a generalist’s role. In large companies, the role has been supplanted by specialists, such as those in digital marketing, marketing analytics, customer insights, mobile marketing and other departments. In some firms, the role is combined with sales management. However, small and medium firms still use marketing managers, particularly if the company does not have the budget to hire specialists. In some companies, marketing managers may oversee specialists.
What is the size of the marketing manager job market?
Because it encompasses many roles, it is significantly larger than highly specialized areas such as Customer Insights. A Glassdoor.com search provided nearly 90,000 marketing manager job listings in the United States. Searches on Indeed.com and LinkedIn returned more listings — more than 130,000 — but many of those were for digital, SEO, and analytics jobs. Those specialties are covered in the Digital Marketing & Analytics track description.
Average years of experience and salary average
With one to three years of experience, a marketing manager can expect to earn in the range of $50,000 a year. As always, seniority provides greater compensation. With three to five years of experience, that salary jumps to $80,673. When a marketing professional has over 10 years of experience, that can translate into salaries in the range of $150,000 or more, particularly on the East and West Coasts and with larger companies.
Typical job description
From a job posting for Senior Associate Marketing Manager, Loyalty Programs, Essilor, Dallas
Primary Responsibility:
The Sr. Associate Marketing Manager, Channel Programs, will be responsible for ensuring all strategic and project-related activities for Essilor loyalty programs delivered in an accurate and timely manner. Essilor has just launched a new loyalty program — Essilor Preferred Rewards — as a first step in the long-term consolidation of its various customer loyalty programs and promotions under one consolidated web infrastructure. The Sr. Associate Marketing Manager, Channel Programs, will play a critical role in driving this strategic initiative. The successful candidate will work well across all business units, coordinating activity among Essilor product marketing team, Essilor channel marketing team, agencies and third-party service providers.
Duties and Responsibilities:
- Drive enrollment and engagement from independent eyecare professionals with the Essilor loyalty program(s)
- Execute strategic and tactical plans coordinated among business units to deliver cohesive, omni-channel loyalty campaigns
- Manage project timelines and deliverables to ensure that key project milestones are met, and that required teams are engaged as needed to maintain agreed-upon project schedule
- Work cross-functionally among Essilor marketing team, agency and vendor teams as a single touch point on all loyalty program activities
- Identify additional loyalty marketing opportunities to drive sustainable behavior change
- Manage day-to-day program operation and budget
- Perform loyalty program KPI analysis to inform the business units and marketing leadership team
Minimum Qualifications:
- BA/BS Degree in Marketing, Advertising, Communications or related field
- Experience in managing multiple priorities and stakeholders, taking projects from conception to final launch
- Excellent time management, organization and communication skills (verbal, written and presentation)
- Skilled at working across teams to produce collaborative results that meet the needs of all stakeholders (including external agency and vendor teams)
- Strong analytical skills
- Experience in loyalty, mobile app, email marketing, direct mail and/or CRM management preferred
| Top skills Mentioned by at least 10 major companies with this job title posting |
Courses of special relevance See the syllabus for each course for relevant skills, as not all skills are taught in every course. |
|---|---|
| Strong digital marketing experience Execute digital strategy |
MKT 6321 Interactive and Digital Marketing |
| Experience gathering and utilizing customer insights to inform marketing activity Partner with the analytics team to monitor performance Analysis of the effectiveness of all marketing efforts |
MKT 6352 Marketing Web Analytics and Insights |
| Knowledge of marketing strategies, concepts and practices |
MKT 6301 Marketing Management MKT 6339 Capstone Marketing Decision Making |
| Strong understanding of brand development and multichannel marketing concepts | MKT 6330 Brand Management |
| Develop, execute and manage marketing plans |
MKT 6301 Marketing Management MKT 6374 eCommerce & Marketing Automation |
| Deep understanding of effective advertising and digital marketing campaigns, from social media to broadcast | MKT 6332 Advertising and Promotional Strategy MKT 6321 Interactive and Digital Marketing MKT 6343 Social Media Marketing and Insights |
Recommended Books
- The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk, by Al Ries and Jack Trout (New York: HarperCollins e-Books, 2009)
- The Marketing Revolution: A Radical Manifesto for Dominating the Marketplace, by Kevin J. Clany and Robert S. Shulman (New York, Harper Business, 1991)
- Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, by Philip Kotler (Hoboken, N.J., John Wiley & Sons, 2003)
Professional Certification
International Institute of Marketing Professionals (IIMP) offers four levels of professional certification.Meetups in the DFW Area
National Organizations and Associations
- American Advertising Federation (AAF)
- Association of International Product Marketing & Management (AIPMM)
- Marketing Management Association (MMA)
Blogs
- The Moz Blog — search-engine marketing
- Marketing Land — state of the industry
- Social Media Examiner — social media
- Copyblogger — content marketing
