General Marketing Management

General marketing management involves the sales and promotion of goods and services for a wide range of companies. Read on to learn about educational requirements for managers, as well what you can look forward to in terms of employment growth and earnings potential.

Is General Marketing Management For Me?

Marketing management professionals develop and implement the strategic plans that are used to sell and promote a variety of goods and services. On an average day as a marketing manager, you may work with business owners and advertising professionals to brainstorm ideas and discuss the strategies used by your competitors. You may also study prior marketing campaigns to see what's been effective in the past, research consumer trends and participate in advertising campaigns.

Employment and Salary Information

Nationwide, the U.S. Bureau of Labor Statistics (BLS) has projected an average increase of 13% in employment of marketing managers from 2012-2022. Companies will continue to rely upon marketing managers who know how to promote goods and services to target areas and consumer groups; competition for jobs is expected to be keen over the next several years. In May 2013, marketing managers earned a mean annual salary of $133,700, as reported by the BLS (

How Can I Become a General Marketing Manager?

Undergraduate Programs

As an aspiring marketing or advertising manager, you'll need at least a bachelor's degree to begin working in the field; certain positions may require a master's degree. Many colleges and universities offer a Bachelor of Arts in Marketing. You might also consider a major in fashion marketing or a specialized program in hospitality marketing or sports marketing. As a marketing student, you may study consumer behavior, strategic brand management and the social impact of marketing. You might also explore merchandising aesthetics and take courses in advertising, e-marketing and retail management.

Master of Business Administration Programs (MBA)

Some Master of Business Administration (MBA) programs allow for concentrations in healthcare marketing, international marketing and social media. In addition to specialized coursework in your desired concentration, you'll study integrating marketing and operations, interactive media, new product development and pricing policies.

Required Skills

Creativity and leadership abilities are key to a successful career in marketing management. Strong writing and public speaking skills are also important, especially when developing marketing plans and conducting presentations.

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