Professionals seeking a career in marketing management can pursue positions that focus on different functional areas in corporate marketing. For example, some marketing managers specialize in developing written and electronic communications. Others devote their time to implementing marketing campaigns, managing websites, and analyzing customer and market intelligence. Trade marketing focuses on developing promotional programs that attract business from wholesalers, distributors and retailers.
Trade marketing managers are responsible for developing marketing programs targeted to retailers, wholesalers and distributors that resell their company's products to consumers. For instance, trade marketing managers may advertise their company's product in a food retailer magazine or offer special display discounts to retailers that give their products additional sales floor space. Trade marketing managers must coordinate and implement marketing programs that increase their company's brand presence and market share, and improve customer satisfaction. These managers also work closely with the sales team to ensure that trade marketing strategies are aligned with sales objectives and revenue targets.
Employers require that trade marketing managers have at least a bachelor's degree in marketing, advertising, communications studies, business administration or a related major. Some companies prefer candidates with a master's degree or MBA. Students preparing for a career in trade marketing take courses in marketing principles, communications, economics, finance, statistics, business and management.
Trade marketing managers must have excellent oral, interpersonal and written communications skills. Strong computer skills, particularly in Microsoft Office applications, are required. Trade marketing management positions prefer candidates with a strong trade or customer marketing background, and experience working with sales organizations. Candidates must also be strong project managers, prioritize multiple projects with little assistance and execute marketing programs from start to completion.
According to the Bureau of Labor Statistics (BLS), marketing manager professionals made an average median wage of $97,260 in May 2008. In August 2009, Jobs-Salary.com reported that a trade marketing manager position in Parsippany, New Jersey earned a salary of $105,000. However, trade marketing manager salaries differ based on industry, location and years of experience. For example, Jobs-Salary.com also reports that a trade marketing manager job in Miami, Florida earned $54,000 in March 2008.
The BLS predicts that marketing management positions will increase by 12 percent between 2008 and 2018. Demand will be driven by companies searching for professionals with the latest skills in digital advertising, campaign management, sales promotion and Internet marketing. Marketing professionals with extensive marketing experience, advanced degrees, and strong creative and technology skills will have the best opportunities during the 2008 and 2018 decade.
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