Marketing manager
Sales, marketing and procurement
Level 6 -
Responsible for the marketing activities and strategy of their organisation.
Reference: OCC0612
Status:
SOC 2020 sub unit groups:
- 2432/02 Marketing managers
- 3556/01 Brand managers
Technical Education Products
Employers involved in creating the standard:
A F Selection, British Airways, Bauer Media Group, Birmingham City University, British Engines, British Telecommunications PLC, Clarks Ltd, Portsmouth City Council, Mercedes Benz Financial Services UK Ltd, Plott Creative, Prospects Services, Seetec
Summary
Marketing is vitally important to all businesses providing the insight to develop and deliver new products and services to meet ever-changing customer needs. It is the process of researching, developing, promoting and distributing, products or services through effective channels to engage with a range of target audiences. Occupations in marketing span most industries and sectors and the roles can sit within a specific company/agency that provides marketing deliverables and advice to external clients, or within an internal marketing team, delivering marketing activities to drive that business. Marketing teams generally work with external agencies to deliver specialist elements of their marketing campaigns
A Marketing Manager is responsible for the marketing activities and strategy of their organisation. From overseeing the marketing budget, planning and implementing campaigns to tracking their success and reporting back to senior management. They have a strategic focus, ensuring that marketing activities align to brand guidelines and shape business needs and objectives and deliver a return on investment. A Marketing Manager will develop, position and promote the products or services of the company, selecting appropriate channels and using appropriate messaging. Being a Marketing Manager requires in-depth experience of marketing as well as great communication skills, high levels of creativity and the confidence to manage a team of marketers.
Employers involved in creating the standard:
A F Selection, British Airways, Bauer Media Group, Birmingham City University, British Engines, British Telecommunications PLC, Clarks Ltd, Portsmouth City Council, Mercedes Benz Financial Services UK Ltd, Plott Creative, Prospects Services, Seetec
Typical job titles include:
Corporate Communications Manager
Insight/Innovations Manager
Marketing and Communications Manager
Marketing Manager
Product/Proposition Manager
Keywords:
Activities
Digital
Marketing
Marketing Manager
Organisition
Promotions
Strategy
Knowledge, skills and behaviours (KSBs)
K1: The principles and theories of marketing that support the strategic marketing process, e.g. the extended marketing mix (7PS: Product, Price, Place, Promotion, Physical environment, Process, People), marketing management processes, product development and how to apply and align these to the business plan and strategic objectives
K2: Brand development and safeguarding, including the analysis and planning of how a brand is perceived in the market, value propositions and delivery of tangible elements such as product pricing, packaging etc
K3: Consumer and organisational behaviour theories and concepts, including the customer (business 2 business/consumer) decision making process and how that influences marketing strategy
K4: Advanced stakeholder management and the application of customer relationship management (CRM), both internal and external, to facilitate the delivery of marketing plans
K5: Marketing Communication planning models and budgetary methodologies
K6: Their organisations vision, mission, values, strategy, plans, stakeholders, customers and competitors to support the decision and planning process
K7: The wider business perspective in which marketing operates nationally and internationally, including the influences of the internal and external market/sector, the opportunities, challenges and issues it faces, and how marketing can address these
K8: How to measure and deliver Return on Investment in relation to marketing activities and plans
K9: The relevant industry/sector specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations
K10: Effective market research and evaluation techniques and methods and how to use the results to inform marketing planning and activities
K11: Reliable information sources and how to use these to deliver measurable improvements to marketing activities, including how metrics are used to measure these
K12: New and emerging trends and themes in marketing
K13: The principles of product and service design and implementation and portfolio management
K14: The features and benefits of different marketing communications, and routes to market, and how to leverage these to maximum effect, including the use of appropriate digital channels and systems.
S1: Lead and implement a clear marketing plan and strategy, linked to business requirements to sustain a marketing advantage
S2: Develop effective marketing campaigns and channels, assessing their features and benefits to best meet business requirements and customer needs
S3: Develop detailed integrated marketing plans for all products/ services using offline and digital media tools - works with marketing team/ specialist agencies to do this
S4: Influence, negotiate and persuade at senior level collaborating with a wide range of stakeholders internally and externally to gain support/backing for marketing delivery
S5: Act as a consultant, providing professional marketing advice to stakeholders around the business or to external clients as relevant
S6: Present complex information in an understandable and stimulating way whether through effective verbal presentation or creative written copy
S7: Oversee, manage and approve key marketing activities/projects
S8: Deliver measurable marketing outcomes against key performance indicators and identify and drive continuous improvement, challenging existing processes and procedures where needed
S9: Effectively plan and manage the marketing budget, to deliver on strategic objectives, and evaluate and justify return on marketing investment
S10: Effectively engage, negotiate and manage third party suppliers and internal stakeholders
S11: Effectively evaluate marketing activities using measurement data and analytics to identify relevant key performance indicators (KPI) and return on marketing investment (ROI) in order to meet business objectives
S12: Assimilate and analyse complex data and information from a range of sources to evolve, lead and plan marketing activities
S13: Seek out opportunities to increase income generation and gain new business e.g. new products, markets and services as relevant
S14: Construct a robust buness case in support of marketing activities/plans
S15: Effectively manage and develop stakeholder relationships at senior level
S16: Assess business risks and reputational impacts of marketing activities
S17: Inspire and motivate internally and externally to deliver marketing plans effectively, acting as a role-model for marketing best practice and taking responsibility for improving their own and the teams and/or stakeholder performance, as relevant
S18: Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example to analyse data, inform search engine marketing, produce reports and deliver copy
S19: Actively interrogate systems and information sources to make judgements on when to introduce new ways of working/identify new systems/processes to improve marketing activities or address those new requirements and /or marketing trends
B1: An ability to anticipate and adapt to change
B2: A highly motivated and driven approach acting with courage to drive through necessary changes and deliver difficult or long-term projects
B3: A creative and innovative approach
B4: An analytical mind, with an insight and ideas driven approach to meet business benefits and inspire action in others
B5: A willingness to learn from mistakes, as not all activities go to plan, and improve future delivery/campaigns as a result
B6: They act as a role model for marketing activities and business changes within the team and organisation, taking others with them
B7: A high level of professionalism, reliability and dependability with a passion for the customer, also encouraging those behaviours in others
B8: A collaborative approach is central to how they work, showing empathy and being mindful to the needs/views of others
B9: Ethical behaviour in the way they approach marketing activities and their work, valuing equality & diversity, they act as a role model for that behaviour
Occupational Progression
This occupational progression map shows technical occupations that have transferable knowledge and skills.
In this map, the focused occupation is highlighted in yellow. The arrows indicate where transferable knowledge and skills exist between two occupations. This map shows some of the strongest progression links between the focused occupation and other occupations.
It is anticipated that individuals would be required to undertake further learning or training to progress to and from occupations. To find out more about an occupation featured in the progression map, including the learning options available, click the occupation.
Progression decisions have been reached by comparing the knowledge and skills statements between occupational standards, combined with individualised learner movement data.
Technical Occupations
Levels 2-3
Higher Technical Occupations
Levels 4-5
Professional Occupations
Levels 6-7
Business and administration
Sales, marketing and procurement