Digital and Traditional Marketing Careers | Marketing Manager (General)

Marketing Manager (General)

Career Area: Marketing and Public Relations

Occupation Group: Marketing Specialists

Salary

Percentile wages tell how much a certain percentage of an overall population in a geographic area or within a given industry or field makes. The percentile wage estimate is the value of a wage below which a certain percent of workers fall.

An example would be the 25th percentile, 25 percent of workers employed in that occupation earn less and 75 percent earn more than the estimated wage value. At the 75th percentile, 75 percent of workers employed in that occupation earn less and 25 percent earn more than the estimated wage value.

A typical Marketing Manager (General) earns the following wages (national and state):

State

The average salary in North Carolina for those pursuing this career is $77,784

*The salaries depicted here are representative of the range of salaries posted in job listings over the past year. Living wage in North Carolina is $30,000.

National

The average salary in the United States for those pursuing this career is $82,061

*The salaries depicted here are representative of the range of salaries posted in job listings over the past year. Living wage in North Carolina is $30,000.

What Does a Professional in this Career Do?

Manages and coordinates marketing activities for a company. Oversees marketing and advertising staff. Monitors demand for company products or services, business and industry competition, and prices. Identifies potential new customers; develops strategies for increasing sales or market share.

Employment Trends

The job demand and job growth statistics shown here were derived from job posts over the past year. Expected job growth projections are extrapolated from year-over-year job post listing history.

Job demand and job growth is expected at the following rates:

LocationGrowth
North Carolina2248+14.8%
Nationwide71546+10.1%

Skills

A professional in this position typically utilizes the following skills in the course of everyday work in this exciting and challenging field:

Baseline Skills

The following are baseline skills every Marketing Manager (General) is expected to have in order to experience success in this field:

  • Communication Skills: The ability to convey information to another effectively and efficiently.
  • Teamwork / Collaboration: Experience working in collaborative efforts with a team to achieve a common goal or to complete a task in the most effective and efficient way.
  • Creativity: Mental characteristic that allows a person to think outside of the box, which results in innovative or different approaches to a particular task.
  • Planning: Working experience with the process of thinking about and organizing the activities required to achieve desired goals.
  • Detail-Oriented: A detail oriented person is someone who pays attention to the details and can make a conscious effort to understand causes instead of just the effects, and that does this in a second nature type of way.

Specialized Skills

These skills are specific to working in this career:

  • Marketing: Marketing is the study and management of exchange relationships.
  • Marketing Management: 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.
  • Budgeting: Experience planning how the financial resources of a business or department are to be allocated during the next business period.
  • Project Management: Project management is the discipline of initiating, planning, executing, controlling, and closing the work of a team to achieve specific goals and meet specific success criteria.
  • Market Strategy: Marketing strategy includes all basic, short-term, and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies that contribute to the goals of the company and its marketing objectives.

Distinguishing Skills

Any Marketing Manager (General) that possesses the following skills will stand out against the competition:

  • Marketing Strategy Development: The development of a marketing strategy involves the isolation of a target market segment, a set of clear-cut goals, a fair amount of consumer research, and the implementation of initiatives aimed at getting the word out.
  • Marketing Programs: With respect to marketing, it means the plan with respect to the various marketing activities taken by a company to increase sales.
  • Strategic Marketing: Experience defining and performing marketing activities that are consistent with a company s plans and use of resources over time to achieve it's communicated objectives
  • Competitive Analysis: Experience identifying competitors and evaluating their competitive position using industry methodologies such as Porter's 5 forces of competitve analysis
  • Marketing Communications: Marketing communications (MC, marcom, marcomm) uses different marketing channels and tools in combination: Marketing communication channels focuses on any way a business communicates a message to its desired market, or the market in general.

Experience

This position typically requires the following level of experience. The numbers presented in the pie charts below were derived from actual job posts over the past year. Not all job postings list experience requirements.

Experience Required%
0 to 2 years16%
3 to 5 years50%
6 to 8 years18%

Many of the programs offered through NC State are designed for working professionals who need additional credentials to enhance existing work experience.

Students who do not have the expected level of experience may wish to look into internship and employment opportunities.

Common Job Titles

It is possible to find work in this field in positions commonly listed as the following job titles:

  • Marketing Manager
  • Market Manager
  • Customer Engagement Manager
  • Marketing
  • Engagement Manager

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