Marketing officers promote a company’s or client’s products or services. This can involve marketing existing products, developing new products to cater for consumer demand, or developing markets for new products or services.
Marketing officers may perform the following tasks:
- identify and analyse an organisation’s strengths and weaknesses, and respond to opportunities and threats in the marketing environment
- set goals for market share and growth
- develop and implement appropriate strategies by selecting, segmenting and targeting markets, and promoting products and services to those markets
- make decisions regarding products, such as choosing labels or packaging
- work on developing new products
- work out an approach to pricing and set prices for products and services
- manage distribution channels such as shops and wholesalers
- make decisions regarding the distribution of products (such as taking orders, warehousing, stock control and transport), manage store image or undertake direct marketing
- develop plans for advertising, sales promotion, public relations, personal selling and sales management
- undertake marketing audits to monitor sales performance.
Marketing involves working with, and gaining the cooperation of, people in specialist areas such as technical experts, production managers, accountants and advertising agents.
An advertising manager develops a company’s advertising strategy, liaises with advertising agencies to create the company product or image, prepares budgets and develops promotional and sales support materials. In larger organisations an advertising manager is responsible for a team of specialist staff.
A brand/product manager markets a company’s major brand and products. They determine the pricing of products and maintain and direct the product’s image in the market. They decide which new products meet market trends and which need to be phased out.
Electronic Commerce Manager
An electronic commerce manager coordinates and develops the marketing activities of a company over the internet, email and other electronic media, including online promotion, sales and communication.
A marketing manager coordinates the marketing activities of all areas of the company that are involved in delivering a product or service to a customer. In larger organisations the marketing manager may bring together a number of marketing functions or campaigns to create a corporate marketing plan.
Marketing Service Manager
A marketing service manager provides sales support by fielding enquiries, taking orders and providing phone advice to customers. They also assist with exhibitions, prepare documentation for brochures and sales kits, and commission market research.
A sales manager plans and coordinates the activities of a sales team, controls product distribution, monitors budget achievement, trains and motivates personnel, and prepares forecasts. Other specialist areas include marketing communications, direct marketing and telemarketing. Entire departments serve these functions in larger organisations.
Marketing officers may have to work in the evenings or on weekends, and may be required to travel for business.
- able to analyse and interpret information
- very good communication skills
- good organisational skills
- able to work independently or as part of a team.
Reinvent Your Career would like to thank the Department of Education, Employment and Workplace Relations where this article first appeared.