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What Do Marketers Do? Here's a Marketing Job Description


Marketing careers attract creative and driven individuals. Though most marketing jobs are specialized, marketing typically draws on your ability to match perception of the market with achievable plans of action.

Best for self-starters who can manage multiple tasks, a career in marketing can be demanding—long hours and travel are often required— but the field rewards merit and performance. Read our marketing job description to get a sense of the diversity in the field and what you can do once you earn your degree.

What education or certification will I need to work in marketing?

A bachelor's degree is the usually preferred degree type to enter the world of marketing and there are many degree options available for students who wish to attend a traditional school or an online school. If you want to move into a management position, however, you'll have the best opportunities if you earn a master's degree or a Master of Business Administration (MBA). These programs will usually take one to two years to obtain.

Certification is not required in general in a marketing career, but there are some professional credentials available. These certifications indicate that you are committed to staying abreast of changes in your career field as well as establishing you as a qualified professional. Too, completing these programs may give prospective job candidates a competitive advantage. Here are three of the top certifications in the field:

Learn more about marketing degree program curriculum on What You'll Study.

What does a marketing professional do?

Depending upon your chosen career path, people in marketing engage in a wide variety of job duties. According to the U.S. Bureau of Labor Statistics Occupational Outlook Handbook, here are some of the tasks that marketing professionals perform:

  • Negotiate contracts, advertising media, or products to be advertised
  • Research and plan advertising campaigns
  • Decide which media to advertise in, such as radio, television, print, online and billboards
  • Negotiate contracts
  • Inspect creative elements and layouts
  • Organize market research studies and analyze their findings
  • Develop pricing strategies for products to be marketed, keeping the client's budget balanced with the firm's needs
  • Meet with clients to present campaigns and offer advice and strategies
  • Oversee staff and ensure deadlines are met

What career paths can I take in marketing?

The marketing field covers a broad range of career paths, from the creative to the analytical. Read some marketing job description tasks and responsibilities.

  • At the entry level, you find media buyers responsible for purchasing advertising time and materials.
  • At smaller companies, marketing specialists handle that task, and they also provide promotional copy and package design and help with marketing strategy.
  • Public relations assistants help relate a company's goals to the public, through press releases, research, press coordination and events.

These entry-level marketing career paths may lead to a job in product or brand management, in which you would be responsible for the success of a brand in a competitive marketplace. Or you may decide to go into market research, the information-gathering arm of marketing. Experienced marketing professionals often start their own businesses or go into senior positions at companies or marketing firms. The marketing field is demanding and competitive but offers great rewards for those with talent and the drive to excel.

Here are some common types of top marketing managers:

  • Advertising managers create interest for products and services and work with sales staff to design advertising campaigns for clients. They also prepare the budgets for these campaigns. There are two types of specialized advertising managers: media directors, who oversee how a campaign will reach customers through the use of various types of media; and account executives, who manage accounts but do not participate in the creative and media output angles of a campaign.
  • Public relations managers are responsible for maintaining a positive public image for their client base and generate press releases and programs to promote that image.
  • Marketing managers estimate the demand for a product and identify markets in which the product will best thrive and prosper, as well as develop pricing strategies to help maximize market share.
  • Promotions managers direct and plan programs by using direct mail, Internet advertising, store displays, special events, sweepstakes and contests, social media and endorsements to increase sales and profits.
  • Brand managers are responsible for creating and instituting brand assets for a company or product.
  • Sales managers direct sales force and set goals and enforce profit projections for the team and for the organization.
  • Market research analysts study market conditions to explore the potential sales of a product or service and estimate its profitability; gather data about who will buy a product and at what price.

Learn about Pay & Job Projections for marketing, advertising and public relations managers. The U.S. Bureau of Labor Statistics' current Occupational Outlook Handbook states that employment of marketing, advertising and promotions managers should grow by 10% through 2030, a little faster than average for all occupations. National long-term projections of employment growth may not reflect local and/or short-term economic or job conditions, and do not guarantee actual job growth.

Are you interested in marketing but unsure whether the role is for you? Similar careers where you might merge your creativity and business acumen include product demonstrators, graphic designers, editors, technical writers and cost estimators.