A marketing planner promotes his clients' products or services. Marketing planners may work with those in advertising and promotion to research a marketing strategy and plan a marketing campaign. A marketing planner may also be a marketing manager.
Planning a Strategy
Marketing planners figure out the demand for products and services. They may identify potential customers by demographic groups. Planners develop pricing strategies with the goal of making sure clients are satisfied and maximizing profits or share of the market. Planners monitor trends and oversee product development that indicates a need for a new product or service.
Marketing planners may travel to meet with customers or consult with others within the industry. They may meet with clients or representatives. Long hours are common, including nights and weekends. Over 80 percent of these types of employees worked over 40 hours a week in 2014.
Minimum of a Bachelor's
A marketing planner is required by most employers to have a bachelor's degree. Many employers prefer a master's degree with an emphasis in marketing. Completing an internship to gain hands-on experience within the industry is also highly recommended. Courses that prepare one for a career in marketing include psychology, statistics, communications, marketing management and research.
According to the U.S. Bureau of Labor Statistics, marketing managers earned a mean annual salary of $133,700 in May 2013. The mean annual wage in the advertising and public relations industries was $152,210.
The BLS predicts an average growth of 12 to 13 percent for the advertising industry through 2022. Companies will still need help in planning their marketing strategies and attract potential customers.
- Bureau of Labor Statistics: Advertising, Marketing, Promotions, Public Relations and Sales Managers
- Bureau of Labor Statistics Occupational Employment and Wages, May 2014: Marketing Managers
- Occupational Information Network: Marketing Managers
- Prospects: Advertising Account Planner
- BigFuture: Major: Marketing
- Photo Credit 4774344sean/iStock/Getty Images
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