How to become a marketing manager

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

Steps to get there

Most employers expect most of these occupations require a four-year bachelor's degree, but some do not..A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.

What marketing managers do

• Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
• Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
• Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
• Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
• Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
• Develop pricing strategies, balancing firm objectives and customer satisfaction.

Skills that matter most

• Active Listening
• Speaking
• Reading Comprehension
• Critical Thinking
• Active Learning
• Monitoring
• Writing
• Learning Strategies

Is marketing manager a good career?

On the numbers, this job pays above the typical job. Median pay is 227% above the all-occupation median. Whether it fits you depends on the work itself, the schooling you are willing to do and where you want to live.

Where it pays most

• Massachusetts $212,020
• California $193,620
• Virginia $187,820
• Colorado $182,730
• New York $181,200

Marketing Managers salary by state and city

Sources: O*NET® 31.0 (CC BY 4.0, USDOL/ETA) and BLS Employment Projections 2025–35. Pay: BLS OEWS May 2025.