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How to become a marketing manager in India?


Marketing encompasses a wide range of responsibilities for a firm, from product and service promotion to data analysis and expansion strategies. Marketing managers are critical in assisting a company in promoting and selling its products to clients. Their responsibilities span the entire continuum of how a firm interacts, so they can manage and impact how a brand appears and performs in the marketplace. Read this post to learn how to excel as a marketing manager and develop your skills in this fast-paced field.

Let’s start with the basic query, ‘What is Marketing Management?’

What is marketing management?

Marketing management is a notable profession because marketing has the potential to have a dramatic effect on every aspect of a company and how it runs. The marketing department’s primary purpose is to create novel approaches to generating revenue, bringing in clients aligned with technology’s fast-paced emergence, and optimising and modernising old marketing tactics. To be successful as a marketing manager, you must have a brilliant imagination and an in-depth understanding of your industry. It is a professional path open to everyone at any stage of their career, and marketing managers can earn significant compensation. 

Marketing roles abound for those looking to advance fast, with salary and perks rising with seniority and responsibility. Marketing management is a rewarding job choice since it is a high-paying, creative career with immense scope for growth.

Marketing manager as a career: Quick facts

IndustryMarketing and Sales
EligibilityUndergraduate or postgraduate degree in a relevant field
Average SalaryINR 10,00,000
Job opportunityBusiness firms, Advertisements agencies, Market research companies, Government Institutions, and Banking Institutions.

Marketing manager as a career 

A marketing manager’s job entails supervising the marketing strategy and implementation for a company or its products and services. Using smart, modern marketing techniques, marketing managers help increase brand recognition and draw new clients to the business. They often devise a plan to improve the company’s current customer service and ensure that any money spent on marketing initiatives yields a satisfactory return for the organisation. Thus, they plan and execute marketing programmes to enhance service, product recognition, and consumption.

The role of a marketing manager encompasses a wide range of tasks, such as

  • Design, management, and evaluation of promotional initiatives 
  • Managing the interaction strategy on social media
  • Optimising marketing campaign budgets
  • Working together with the marketing and creative divisions
  • Examining print and digital advertising materials
  • Putting together advertising contracts
  • Conducting market research to identify growth avenues
  • Managing staff in the marketing division
  • Performing market research and analysing market dynamics

Role of a marketing manager

A marketing manager’s roles and duties differ significantly based on the business they work for and the sector they function within. There are various types of marketing managers, but they all have the same basic responsibilities. The following is a list of the high-level duties for which they may be accountable.

  • Putting the strategy into action

Marketing managers implement a strategic blueprint for achieving and maintaining a competitive edge in the marketplace. They assist in implementing this strategy through marketing roadmaps and prioritised action plans.

  • Developing campaigns and programmes

Every organisation aims to create and design game-changing marketing campaigns. Marketing managers are in charge of planning and ensuring that creativity and content align with the company’s vision and mission. 

  • Managing content

Marketing managers can create a content strategy and an editorial schedule that aligns with corporate goals. They may produce blogs, edit ad copy, craft advertising collateral materials, try to boost SEO results, and assess each piece of information to make sure that it reflects a clear idea and tone.

  • Organising events

Many marketing managers work closely with event planners and producers. The scope of marketing in such instances can range from large-scale product releases and conferences to smaller-scale initiatives like webinars.

  • External communication management

To endorse the company’s message, marketing managers establish contacts with the media. They frequently interact with people outside the firm, such as suppliers, collaborators, or advertising companies.

  • Bringing together cross-functional teams

Marketing managers provide cross-functional management. They bring everyone up to date on marketing strategies and are the go-to people for any branding issues or concerns within the company.

  • Assisting with sales

Marketing managers are frequently involved in the sales process, including creating educational materials to educating sales staff on how to better guide consumers through the purchasing journey.

  • Marketing data analysis

Marketing managers handle data and statistics daily, analysing all the information and preparing reports. They search for methods to strengthen their efforts and engage with potential clients more effectively. They may also assess competitors and accumulate and disseminate information about industry trends.

Key skills of a marketing manager

A marketing manager needs to have a wide range of skills, including business administration, innovative thinking, and problem-solving. However, regardless of their specific function, all marketing managers must stay current with the latest technologies, services, and advertising platforms. This allows them to develop novel ideas, discover new channels, and produce content that resonates with clients regularly. A marketing manager’s qualifications should be a balanced combination of soft skills and technical skills.

Key soft skills for Marketing Managers

  • Interpersonal abilities

Interpersonal skills enable marketing professionals to get the most out of their relationships with coworkers, other departments, and individuals from outside their companies.

  • Creativity

When it comes to working with challenges, marketing professionals must be inventive. They must come up with innovative ideas and develop effective marketing strategies.

  • Communication and organisational skills

Strong written and conversational skills enable marketing managers to interact successfully with others. These abilities aid in the communication of the most efficient concepts in marketing initiatives. Marketing managers rely on organisational abilities to set targets and oversee their schedules effectively.

Key technical skills for Marketing Managers

  • Media production

Marketing managers handle all types of promotional strategies and resources. They must be familiar with a variety of media production forms, including internet marketing, video production, and multimedia layout.

  • Technological competencies

Marketing managers must have technical expertise in using CRM software. They also work with a variety of databases and websites.

  • Skills in research

Marketing experts can use research skills to uncover customer preferences. These abilities enable marketing managers to devise marketing intelligence tactics and assess the results of other people’s investigations.

  • Skills in sales

Marketing managers benefit from sales skills because they can better grasp the interactions that exist between businesses and their customers. Sales strategies are also used by managers to effectively target their potential customers.

Pros and cons of becoming a marketing manager

Listed below some of the pros and cons of becoming a marketing manager.

Pros of becoming a marketing manager

  • Industry-standard remuneration package
  • A creative and challenging work atmosphere
  • A wide range of career opportunities
  • A lot of opportunities to improve talents and skills
  • A flexible and fruitful career trajectory

Cons of becoming a marketing manager

The industry is popular and hence there’s competition

Marketing managers are constantly busy

Unless managed tactfully, a marketing manager can end up feeling overwhelmed

Marketing manager roles

Marketing is an interesting topic, and it has long been a favoured career option for several youngsters from different backgrounds. With so many marketing job paths to choose from, there is bound to be something for all, from the creative to the data-driven and analytical. We have compiled a list of the top in-demand, up-and-coming work opportunities accessible right now, both at big firms and in agencies, to give you an idea of what you can do if you want to dive into the expansive professional field of marketing.

  • Brand manager
  • Product manager
  • Account manager
  • Digital marketer
  • Inbound marketer
  • Social media manager
  • Marketing copywriter
  • Media planner
  • Public relations officer (PRO)
  • Events manager
  • Graphic designer
  • Market researcher

Scope of marketing management

Marketing is a vast field, which is why when we go one level deeper, we realise the scope of marketing is enormous. There was a time traditional marketing used to be concerned solely with selling goods and services. It has broadened its scope to include activities ranging from generating leads, educating prospective customers, client delight, and managing client relationships. 

The scope of marketing management includes:

  • Study of consumer wants and needs
  • Study of consumer behaviour
  • Production planning and development
  • Pricing policies
  • Distribution
  • Promotion
  • Consumer satisfaction
  • Marketing control

Salary of marketing managers

Salary is a key indicator of job advancement and development. As you gain more experience in the marketing field, your salary is bound to increase. The following is a breakdown of the income range available to Marketing Managers:

Level in organisationSalary (INR in lakhs)
Entry-levelINR 2-10
Mid-careerINR 3.5-12
ExperiencedINR 4-15
Late-careerINR 6-25

How can I become a marketing manager?

Continue reading to find out how to become a marketing manager. The steps below illustrate a pathway that a professional aspiring to become a marketing manager would find useful.

Step 1: Earn a bachelor’s degree

A bachelor’s degree in business, marketing, advertising, communications, or a related discipline is the minimum educational qualification for a Marketing Manager. Many employers may require an MBA. To further strengthen your skills and demonstrate your commitment to your professional development, you should work in a management or ongoing training programme at a business institution.

Step 2: Acquire experience

Getting internships is a brilliant method to learn about a business and get experience. Use your marketing internship to gain as much practical exposure as possible. An internship can also be a good way to network and build important contacts in the business, which can help you find a job in a relevant department later on.

Step 3: Look for an entry-level marketing position

Unless you have an MBA, getting employed as a marketing manager can be difficult. Spend a few years in a lower-level marketing position, such as Marketing Assistant, Advertising Assistant, or Sales Representative, to build your skills from the ground up and get the experience required to advance to Marketing Manager. You can make your case for being promoted to Marketing Manager once you have adequate experience by demonstrating how you have benefited the business.

YOU MAY ALSO LIKE: A guide on how to get a job in the marketing sector

Step 4: Hone the skills you need

Marketing managers are excellent communicators, salespeople, and presenters. They must be innovative and capable of juggling multiple projects simultaneously. It’s also vital to have an in-depth understanding of current marketing trends. Marketing managers must possess strong leadership qualities and the competence to hire, train, and encourage employees. On-the-job education in an entry-level role is the greatest way to learn marketing manager abilities.

Step 5: Join a trade group for marketers.

By joining a professional marketing organisation, you can stay up to date on the newest industry advances, methods, and technologies. You can also use the opportunity and platform to network with other professionals. 

Courses in marketing management

After completing your 10+2, you can choose to concentrate on marketing management if you are certain that you want to pursue a degree in this field. There are two types of courses available beyond the 10+2 level: diploma courses and undergraduate courses. The key distinction is the time required to complete the course. Let’s look at some of the different marketing management courses available:

  • Diploma in marketing management

The goal of the Diploma in Marketing Management is to provide candidates with basic knowledge and skills in marketing. This course lasts for one year.

  • Undergraduate courses in marketing management

BA/BBA are undergraduate-level courses in marketing management. Private colleges and universities award the BBA degree, whereas state universities like Delhi University typically offer BA degree courses. This programme has a three-year duration.

  • Postgraduate courses in marketing management

MBA and MA programmes in marketing management are postgraduate degrees. The marketing management specialisation is usually available in the second year of an MBA programme. Some MBA programmes also include full-fledged marketing courses. The postgraduate programme lasts for two years.

READ MORE: MBA marketing course syllabus

  • Doctoral Course in marketing management

The Ph.D. in marketing management is a doctoral-level programme in marketing management. At this level, niche themes are picked that can contribute to academics or business when research is undertaken. A Ph.D. programme typically lasts three to four years, but this might vary according to the type of the research and institution’s guidelines.

Top institutions that offer marketing management courses

Marketing as a specialisation is available at several institutes. But the placement assistance, faculty assistance, infrastructural support, and research effort distinguish some institutes from others. Following are some of the top institutions that offer (either offline, online, or both) courses in marketing management:

  • Indian Institute of Management, Ahmedabad
  • Indian Institute of Management, Bangalore
  • Indian Institute of Management, Calcutta
  • Indian Institute of Management, Lucknow
  • Indian Institute of Technology, Bombay
  • Indian Institute of Management, Kozhikode
  • Manipal University Jaipur
  • Xavier Labour Relations Institute, Jamshedpur

Become a marketing manager with Online Manipal

An online MBA in marketing as an option offered by Manipal University Jaipur will help you get an edge in your career – in terms of a lucrative pay package and a higher designation at entry.

Manipal University Jaipur’s MBA with marketing electives can help you perfect the needed skills and abilities to successfully meet profitable roles, whether you wish to work in brand management, entertainment, media, advertising, business development, or sales. It will equip students with all the aptitudes and information, ensuring they are future-ready. The curriculum in this programme covers all the significant and contemporary marketing features and tactics in-depth, ensuring that you succeed in your marketing career path.


Marketing management programmes are becoming increasingly important for developing entrepreneurial initiatives, businesses, and the service industry to increase the visibility of goods and services to clients. In the current economic climate, enrolling in marketing management courses stands to reason because there are several ways marketing specialists are seeking to access company prospects in both untapped and established industries. Marketing management classes will teach you to become more adept at pursuing, promoting, positioning, and valuing commodities for clients precisely. 

Enrol in online management programmes from reputed institutes such as Manipal University Jaipur to advance your career route.


Information related to companies and external organizations is based on secondary research or the opinion of individual authors and must not be interpreted as the official information shared by the concerned organization.

Additionally, information like fee, eligibility, scholarships, finance options etc. on offerings and programs listed on Online Manipal may change as per the discretion of respective universities so please refer to the respective program page for latest information. Any information provided in blogs is not binding and cannot be taken as final.

  • TAGS
  • Marketing
  • Master of Business Administration
  • Online BBA
  • online degree
  • online education in India
  • Online MBA

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