Marketing management tasks: 8 responsibilities to master

Ben Brigden - Senior Content Marketing Specialist - Author

Over the next decade, the job outlook for marketing managers is expected to grow by 10%, which is faster than the national average among all jobs.

Likely because this is a complex job that requires not just leadership skills, but creativity, vision, and a deep understanding of marketing concepts. When you look at everything that these managers do, you’ll discover that they hold so many responsibilities. If you want some insights into what it takes, we’ve outlined some of the most essential marketing management tasks below.

What is marketing management?

Marketing management, or marketing project management , is a role with broad responsibilities. Marketing managers head up marketing teams, which means they oversee branding, strategies, campaigns, project progress, metrics that measure success and investments, and much more.

Organization sits at the heart of marketing management. To oversee all these things while optimizing campaigns and getting projects done on time, marketing managers need high-level organizational skills to help with all the planning, scheduling, and tracking that come with the job.

Project planning software is a huge plus, too. Organizational skills are half the battle — and you’ll need a platform that gives you a place to do all the organizing. Click here to learn how to make project planning simple, intuitive, and impactful with Teamwork.com.

8 essential marketing management tasks

Like we said, marketing management is a broad role with lots of different responsibilities. While the list below isn’t exhaustive, it covers the essentials that will help build strong brands, meet marketing goals, and ensure long-term growth.

1. Building marketing strategies and campaigns

The most important marketing management task is planning and developing strategies and campaigns. While managers don’t do all of this work by themselves (that’s what the rest of the marketing team is for), they do play a key part in this process.

Kick off new campaigns, starting with brainstorming and moving through project work to completion.

Oversee the entire marketing process — which means one key function is to ensure consistent branding across strategies and campaigns.

Organize tasks within campaigns to make sure marketing efforts flow smoothly, and team members know what to do and when to do it.

That’s a whole lot of planning — and even the best marketing managers can’t organize it all without a little extra help. That's where Teamwork.com comes to the rescue: Check out our marketing campaign template to streamline your planning process.

2. Tracking and monitoring marketing campaigns

In marketing management, there are three ways to track and monitor campaigns: resource management, objectives and key results (OKRs), and key performance indicators (KPIs).

Resource management means tracking both budgets and human resources to make sure time and money are allocated appropriately.

OKRs are measurements (like reaching 1,000 social media followers, or increasing website traffic by 10%) that you establish as milestones to track progress along the way to a bigger goal. 

Key performance indicators measure marketing program performance, which makes them crucial to optimizing campaigns.

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3. Collecting feedback from customers

In the past, marketing relied almost exclusively on advertising, but today’s marketers must offer more in the way of customer value. This means connecting with target customers through social media marketing and other tactics — like collecting customer feedback. Feedback is an especially effective marketing technique because it builds on customer relationships by encouraging brand loyalty and engagement.

4. Creating a strong and dependable brand

Understanding the organization’s brand is a key part of marketing management, and managers need to be able to take that understanding and use it to build a stronger brand while improving brand awareness.

This means looking at the brand the way customers see it. What are the brand's strengths, and what are its weaknesses? In capturing marketing insights like these, managers can guide branding so that it’s better at communicating value to existing and new customers alike to better communicate value.

5. Introducing new products or services

New product development means new product launches, which come with their own set of tasks. A big part of the management process will be gathering marketing information about target markets and how new products will deliver value to customers. This will help your team analyze market potential and create ad campaigns that speak to customer needs.

6. Boosting company sales

The goal of every marketing department is to boost company sales, and as team leaders, managers shoulder the responsibility when sales rise or fall. Effective managers will know how to leverage marketing opportunities, handle market research, and use that information to help their teams develop campaigns that bring in new leads and new paying customers.

7. Delivering value to your customers and leads

One of the basic principles of marketing is that you need to deliver value to customers and leads in order to drive sales. In practice, this means carefully analyzing both customers and the product itself. Start by learning customer pain points so that you can address them via content marketing or other types of campaigns.

Be sure to also do a deep dive into the product itself. Find out what sets it above competitor offerings, identify what makes it a must-have item, and learn how it will improve the lives of those who purchase it. This is all valuable information to throw into the marketing mix so your team can develop campaigns that sell.

8. Fueling successful marketing growth over time

There’s a big difference between marketing campaigns and marketing strategies . Think of a campaign like a sprint: They’re short-term efforts designed to boost sales.

On the other hand, marketing strategies focus on the long term — and they take a holistic marketing approach that often factors for multiple campaigns at once.

In marketing management, it’s important to never lose sight of the overall strategy. That’s because while campaigns come and go, the key objective for most companies is longevity, which requires consistent growth over time.

A successful campaign is a wonderful thing — but it’s even better when you can apply what multiple campaigns have taught you to enhance the long-term strategy.

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Create better marketing tasks with Teamwork.com

All those tasks listed above? Those are just the essentials. In marketing management, these tasks, plus a whole lot more, will likely be on your plate.

This is why it’s crucial to find software that can not only easily organize marketing tasks, but also help you and your team stay on top of deadlines, track important metrics, and make marketing processes more efficient.

Teamwork.com gives you everything you need for project management — plus lots of useful tools made specifically to help marketers create more successful campaigns. Sign up for a free trial here to see how our platform can transform your marketing operations!

Ben Brigden - Senior Content Marketing Specialist - Author

Ben is a Senior Content Marketing Specialist at Teamwork.com. Having held content roles at agencies and SaaS companies for the past 8 years, Ben loves writing about the latest tech trends and work hacks in the agency space.

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What Is Marketing Management? An Essential Introduction

ProjectManager

Table of Contents

What is marketing management, marketing management key elements, the 7 marketing management functions, marketing management roles, why is marketing management important.

  • ProjectManager & Marketing Management

Managing the resources, activities, costs and schedules required to successfully execute a marketing campaign can be hard, but it’s possible thanks to marketing management.

The marketing management process is used to streamline the job of a marketer and help them reach their customer base to respond quickly and accurately to their target customers’ demands.

In short, marketing management is the process of planning, executing, and tracking the marketing strategy of an organization. This includes the marketing plan , campaigns and tactics used to create and meet the demand of target customers to drive profitability.

To ensure you’re making the right decisions, market research is necessary to understand the marketplace and determine what needs are not being met, or how to exploit opportunities that are currently not being served. Market research includes competitive research, key demographics, pricing and the best promotions for attracting customers.

management tasks in marketing

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Marketing Plan Template

Use this free Marketing Plan Template for Word to manage your projects better.

To better understand how marketing management is accomplished, it’s necessary to know the key concepts that make up the discipline. Here’s an overview of the elements that build the marketing framework of a business.

Marketing Mix

Marketing revolves around what’s called the four Ps:

The four Ps are the marketing mix that holds up any marketing plan. If you follow them, you combine the soft science of psychology with hard physical factors to influence customers. Psychological elements unearth what the customer wants and influence their buying habits to select your product or service. Physical factors make your product or service better, such as streamlining your channel of distribution or improving the product’s quality .

Marketing Strategy

A marketing strategy is a long-term plan that defines how a company will approach its customers, including the aspects of the marketing functions such as market research, branding, distribution channels, advertising and pricing. A marketing strategy is a high-level view that encompasses the marketing plan, budget and campaigns. It’s advisable to use a mix of pull and push marketing strategies.

Marketing Plan

A marketing plan is a document that outlines the overall marketing strategy of a company. It explains in further detail how that marketing strategy will be executed. It also includes the marketing budget that will cover the costs of these activities. Our marketing plan template is ideal to get started.

Marketing Budget

A marketing budget describes the amount of money needed to cover the marketing activities of a company. It’s important to do a thorough cost estimation of those activities such as advertising before defining a budget to avoid cost overruns in your marketing campaigns. Our marketing budget template is a great tool to kickstart the marketing budgeting process.

Marketing Campaign

A marketing campaign is a set of activities or tactics that go into a marketing plan. There can be different types of marketing campaigns with varying scopes and budgets. A marketing campaign can be developed to promote a corporation, brand or simply a product.

A marketing campaign can be made up of a mix of any of these marketing activities. These are just some examples of the marketing tactics you can use.

  • Digital Marketing: The term digital marketing refers to an umbrella of activities such as content marketing, social media marketing, SEO, and SEM. These digital marketing areas rely on data analysis and metrics to gauge success.
  • Paid Advertising: This is any advertising you pay for, such as print media or digital placement, which can include PPC (pay per click).
  • Email Marketing: A component of digital marketing, email marketing, as the name suggests involves engaging potential customers by sending emails at scale and doing A/B testing.
  • Account-based Marketing: Account-based marketing is a type of marketing strategy in which marketing and sales departments jointly identify high-value accounts to launch personalized marketing efforts.
  • Cause Marketing: Link your good or service to an issue or social cause to resonate with your target audience.
  • Relationship Marketing: Build a relationship with your customer and enhance those existing relationships to build and improve brand loyalty.
  • Undercover Marketing: A stealth approach, where consumers aren’t aware that they’re being marketed to.
  • Word of Mouth: One of the most important marketing strategies, but a hard one. That’s because it relies on people giving positive impressions of your good or service, which builds sales and loyalty.
  • Internet Marketing: Create a content strategy to use the internet and other digital platforms to advertise your goods or services.
  • Transactional Marketing: Use coupons, discounts and events to facilitate sales and attract your target audience through promotions.
  • Diversity Marketing: When you have a wide range of consumers, you need to diversify your marketing in order to respect cultural and religious views.

Project management software can help you organize your research and build effective marketing plans. ProjectManager lets you plan and collaborate in multiple project views like the Gantt chart, task list, calendar or kanban board. Try it free today.

kanban board in projectmanager

The seven marketing functions are the pillars of marketing management. That’s because these are seven key areas that group all marketing management activities. Handling all these seven areas can be overwhelming, that’s why it’s suggested to use project management tools for marketing .

1. Promotion

Refers to all the marketing activities that promote brand awareness. Promotion can be focused on a brand or a single product or service. There are many types of promotion such as digital advertising, content marketing, PR and events. Making a creative brief is a good way of putting together your promotion efforts.

Marketing and sales are closely related. Typically, marketing departments build a marketing funnel strategy that generates leads and sales for an organization. It’s then important to keep a marketing calendar and customer relationship management (CRM) system in place to maintain profitable relationships with customers.

3. Product Management

Marketing management also involves working closely with product management departments. Both teams must give each other feedback to develop a product that meets both the company’s and customers’ requirements. Product development teams are concerned with the functional aspects of the product as well as keeping costs down, while marketing managers must provide guidance to develop products that are tailored to the target customer’s needs.

Marketing management professionals must develop a pricing structure for a business. There are several factors involved in the pricing decision-making process such as demand planning, costs and the brand’s competitive landscape.

5. Market Research

Market research is the process of analyzing customer data such as demographic information to develop a marketing strategy that satisfies their needs. Market research will allow you to understand the buying behavior of your target audience, and from there, you can figure out what the most appropriate marketing strategy is to reach your target customers.

6. Financing & Budgeting

Securing financing, estimating costs and creating a marketing budget are important areas of marketing management. Without financing and budgeting, marketing strategies can’t be executed.

7. Distribution

Deciding which are the best distribution channels to sell your product is a critical part of marketing management. You can choose a brick-and-mortar location, online channels or a hybrid model.

This free marketing plan template for Word helps you define your target market, describe the marketing efforts of your team, set goals and establish KPIs to measure the success of your strategies.

marketing plan template

Now that we’ve learned about the elements that make up the marketing management discipline, let’s review two of the most important roles in marketing management, the marketing manager and director of marketing.

Marketing Manager

A marketing manager is the leader of a marketing department. It might be referred to as “head of marketing” or similar titles, but the responsibilities are essentially the same. A marketing manager is in charge of overseeing the campaigns and tactics that are taken to apply the marketing strategy that’s been defined by a company.

VP of Marketing

This role is mostly seen in larger companies. The VP of marketing is the liaison between the CMO or leadership team and the marketing, sales and other departments. Its main responsibility is to make sure the marketing strategy of the company is correctly applied throughout the organization.

Chief Marketing Officer (CMO)

A chief marketing officer (CMO) is an executive who’s responsible for developing a marketing strategy that achieves the business goals of an organization from a high-level view.To do so, they collaborate with other executives and multiple teams to understand what are the strengths, weaknesses, opportunities and threats of an organization.

Once the CMO and the leadership team define a marketing strategy, then the CMO will collaborate with the VP of marketing or marketing director to develop a marketing plan that’s actionable.

Some might feel dismissive about marketing. There’s a reason why marketing budgets are often the first to get cut when a company is in a financial downturn. If you’re honest with yourself, however, you’ll realize how marketing has influenced what you buy. In reality, marketing does work and advertising can be incredibly persuasive.

Of course, your organization isn’t the only one that knows this. Your competitors likely have marketing management processes in place and are looking to take your market share. That’s another reason why marketing management is important; you need to stay competitive. Complacency is the death knell for any business.

Marketing management is relevant to both small and large/established businesses. It can drive success by opening up avenues that best reach your customers. That’s how you grow sales. Plus, engaging positively with your audience is how you build a brand strategy. The data you collect allows you to analyze your target customers (and their buying habits) to tweak your marketing plan and make it even more effective.

Free Marketing Management Templates

Marketing management involves overseeing many activities at once. To help you with this process, we’ve created blogs, guides and free marketing templates like these.

  • Creative Brief Template
  • Marketing Budget Template
  • Marketing Campaign Template
  • Marketing Calendar Template

ProjectManager & Marketing Management

Marketing management involves creating and implementing a marketing plan. That means creating tasks, as well as monitoring and tracking the progress of your marketing strategy as it unfolds. ProjectManager is work management software that delivers the real-time data needed to make insightful decisions.

Keep Teams in the Loop

The marketing team answers to executives in the company, who want to stay updated on the campaign. Our tool has multiple project views that give managers and teams the tools they need to monitor their work. For example, ProjectManager’s Gantt charts turn marketing plans into a visual timeline, where everyone can see the progress. As the marketing plan is implemented, managers get real-time data.

ProjectManager's Gantt chart with task info

Monitor Progress in Real-Time

Use ProjectManager’s live dashboard to capture status updates and automatically calculate metrics, which are displayed in easy-to-read charts and graphs. For deeper insights, create one-click reports on time, cost and workload. They can be filtered to show only the data you want.

ProjectManager’s dashboard view, which shows six key metrics on a project

Manage Multiple Plans at Once

Most marketing pushes involve more than one campaign. ProjectManager’s portfolio management features give you an overview of all the projects you’re working on so you can find synergies and share resources to streamline costs. We help you plan, organize and execute your marketing management from start to finish.

ProjectManager's portfolio view

ProjectManager is award-winning software that gives marketers the tools they need to manage their campaigns and advertising pushes. Automated notifications keep everyone on the same page, while our collaborative platform helps teams work better together. Get more out of your marketing strategies by trying ProjectManager free today.

Click here to browse ProjectManager's free templates

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An Introduction to Marketing Management

What are the processes of marketing management, how is a marketing strategy implemented, philosophies of marketing management, what does a marketing manager do.

  • 2.  The Role of a Marketing Project Manager
  • 3.  Building a Marketing Team
  • 4.  How To Create a Marketing Strategy
  • 5.  How to Create a Marketing Plan: Ultimate Guide
  • 6.  How To Build a Marketing Calendar
  • 7.  An Introduction to MarTech
  • 8.  Choosing Marketing Tools & Software
  • 9.  A Guide to Marketing Analytics
  • 10.  How To Create a Marketing Dashboard
  • 11.  Marketing Resource Management Guide
  • 12.  FAQs
  • 13.  Marketing Glossary

What is marketing management?

Marketing management involves developing and implementing strategic marketing programs, processes, and activities that align with wider business objectives, while utilizing customer insights, tracking metrics, and optimizing internal processes to achieve success.

Being an effective marketing leader is more complex than it sounds. Speak to any marketing management professional and they’ll tell you that their work is equal parts strategy, planning , execution, and analysis. It’s easy to see why. Marketing professionals with a documented strategy are 313% more likely to succeed when compared to their peers who do not have a documented strategy.

To help you succeed, we will take a close look at marketing management in this article. Read on to learn more about what marketing management is, the benefits of marketing management, different processes, and tips.

If you are looking for a 360-degree marketing tool to manage all the components of your marketing strategy, Wrike has the solution for you.

Marketing management is centered on creating, planning, and implementing strategies that will help achieve wider business objectives. These business objectives can involve increasing brand awareness, boosting profits, or entering previously untapped markets. When we begin to consider the field of marketing management, it’s important to look to marketing experts Philip Kotler and Kevin Lane Keller, who, in their book “Marketing Management," offer a standard marketing management definition as “the development, design, and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies of the business environment.” 

Managers need to study their customers, have a deep understanding of the methods and strategies that retain and delight them, and be active in measuring achievements and optimizing internal processes. 

Think of it this way: a high school teacher does not simply teach. They have to understand their students, create methods and strategies for passing on information, and track student progress through metrics and achievements. 

In marketing, the right processes should elevate a brand, establish a strategically planned vision for an organization, and coordinate resources to get it all done.

Why is marketing management important?

Marketing management is important for businesses because it ensures effective customer engagement, product appeal, and targeted campaigns that can increase profits and achieve business objectives. You could spend years getting a product ready to launch but without proper management, you would inevitably hit several stumbling blocks. 

At the outset, marketing management ensures you understand what your customer desires, down to colorways and packaging. Without it, you might find your product doesn’t even appeal to customers. 

After spending considerable time preparing your product or service to be released, the right processes ensure it reaches your target market via the right channels at the right time. Marketing management can take your business from average to profitable. This can be accomplished when a team is able to analyze customer profiles and market share ahead of time, as well as scrutinize campaign outcomes, team performance, ROI , and costs once the project is completed.

International marketing management

International marketing management encompasses marketing activities that take place across national borders. This requires the marketing manager to achieve a deep understanding of the customer base in any country where the product is marketed, including cultural nuances and demographics particular to that nation. 

When you are marketing products in various other countries, you might need to engage with marketers in those localities, which will further expand your management remit. This could involve hiring employees in that country or a third-party marketing agency to better reach customers there.

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What are the 9 types of marketing management?

Marketing management spans a wide range of methods, strategies, and processes, which need to be coordinated effectively to ensure success. When weaved together, these elements will raise awareness of and generate ROI for your brand:

  • Marketing strategy: Your organization’s plan for reaching prospects and converting them into customers
  • Business development: Strategic initiatives such as mergers and acquisitions, business transformation, and entering new markets
  • Brand management: Techniques to increase the perceived value of a brand over time
  • Product development: The process of bringing a new product to market 
  • International marketing: Managing international distribution channels 
  • Media relations: Engaging with media and influencers to spread the word about your organization
  • Customer marketing: Managing the customer experience to improve satisfaction and reduce churn
  • Marketing operations: Managing marketing processes, technology, and data
  • Sales: Generating leads, developing opportunities, and closing deals

Managers can use the following processes to optimize marketing efforts from all angles: 

  • Market and customer analysis: This process is all about understanding your organization’s current market position and analyzing consumer behavior.
  • Development of strategy, goals, and objectives: Where does a business want to go? How does it plan to get there? After market and customer analysis, strategy will map the way forward.
  • Product development: Marketing managers play a crucial role in product development. When it comes to articulating the benefits of a product, these professionals help craft poignant, on-brand messaging.
  • Marketing program implementation: Once promising programs and campaigns have been identified, it’s time to deploy the right resources to launch them.
  • Monitoring and control: Analyzing the success of marketing programs and activities is a crucial process. It informs how future activities will be planned and implemented.

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How is a marketing management strategy created?

While the marketing strategy involves the overall goals the company has with regard to reaching customers and markets, strategic marketing management involves creating a marketing plan to reach those goals and using a range of tools to ensure success is achieved. 

Strategic marketing management often starts with a brand audit, which will allow a company to ask and answer several questions that can help direct the future strategy. A company should seek to understand the following about their present situation: 

  • How is its current brand strategy working?
  • What are its strengths and weaknesses with regard to resources and expertise?
  • What opportunities and threats does it face?
  • How do its pricing and costs compare to competitors?
  • What strategic issues might be facing the company?

A brand audit will allow a company to get a full picture of its competitive advantage in the market and any obstacles it needs to overcome in the future to maximize profitability. Once these questions are answered by relevant team members, strategic decisions can be made to create set goals and advance the company’s marketing vision. 

The marketing management strategy is the set of activities required to meet the company’s marketing strategy goals and includes elements such as price points, product specifications, market location, and promotion. To develop this strategy, marketers will first need to have a strong understanding of the data around market share, customer profiles, and any past campaigns and marketing activities. 

A marketing management strategy is implemented using a variety of methods, tools, and resources.

Activities of marketing management

To achieve these goals, the strategy must consist of a wide range of marketing channel management activities related to price, product, place, and promotion. This is widely referred to as the marketing mix . The job of the marketing manager is to adjust each of these elements in order to maximize sales and ROI. 

These activities fall into the following categories: 

  • Price: Price is the monetary value placed on a product. It depends on production costs, the segment of customers targeted, and their ability to pay for the product, as well as demand for the product. 
  • Product: The product on the market needs to be optimized with target customers in mind for the remainder of the marketing mix to achieve the overall goal. 
  • Place: Place refers to both the general and exact locations customers are able to purchase a product. This involves making choices about online or brick-and-mortar availability, as well as the specific locations therein. 
  • Promotion: Finally, activities such as various advertising channels, direct marketing, press releases, and even incentives can all be utilized to promote the product once it has been optimized and produced. 

What is the extended marketing mix? 

The extended marketing mix is an extension of the above-outlined marketing mix. It looks specifically at service businesses, rather than physical products. Marketing management professionals can adjust these levers in order to optimize campaign success. In addition to price, product, place, and promotion, the extended marketing mix also includes the following: 

  • People: In businesses that deliver a service, employees are a critical component, and the amount of training or remuneration they receive is a component of the marketing mix. 
  • Process: Service industries rely on a set of processes to ensure customers receive a quality result, and processes can be tightened in order to maximize productivity and efficiency. 
  • Physical evidence: In service situations — for example, a hair salon — the physical location can be optimized for the customer’s experience in order to encourage better word-of-mouth marketing.

Deliver marketing campaigns with effortless collaboration

There are a number of marketing management philosophies that determine marketing direction, stance, and activities. These philosophies are commonly called “marketing management concepts.” 

These concepts have developed over time, but generally dictate the prioritization of marketing efforts. 

  • Production concept: Prioritizes production efficiency 
  • Product concept: Prioritizes the quality of the product(s) 
  • Selling concept: Prioritizes customer satisfaction 
  • Marketing concept: Prioritizes profits through customer satisfaction 
  • Societal concept: Prioritizes the societal impact of marketing activities

These concepts help marketing managers develop strategies and refine their approaches. They also dictate monitoring methods as each concept will have unique benchmarks and indicators of success.

Features of marketing management

Features of marketing management differ from the philosophies in that they describe the overall goals a strategy seeks to address. Features include: 

  • Helps to understand and satisfy the customer’s needs
  • Assists in achieving the company’s overall goals
  • Consists of a range of activities
  • Facilitates successful exchanges between buyer and seller

The strategy must address the research and data collection that enables marketing teams to understand the customer’s wants, needs, and demands. Simultaneously, it needs to promote and advance the organization’s business goals and ultimately facilitate a successful exchange of goods between the organization and the customer.

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Depending on the size of the company, marketing management roles will vary in scope and responsibility, ranging from customer data analysis to managing a brand’s social media accounts. 

In a small or medium business, marketing manager responsibilities may include all or some of the following:

  • Setting goals and objectives for the marketing function of the company
  • Researching the customer base in order to ascertain which segments of the market are ideal for the company’s campaigns
  • Coordinating with third-party vendors for events, or with other departments for the completion of graphic design of materials
  • Overseeing and controlling the marketing budget and making adjustments to ensure products and services are marketed appropriately

What are examples of marketing management?

In larger companies, marketing management roles can be extensive and involve large teams. Specialized roles can range from digital marketing manager to product marketing manager, and each role has different responsibilities that vary by marketing department. 

Five examples of specialized marketing management roles: 

  • Digital marketing manager: A digital marketing manager develops, implements, and manages online marketing campaigns designed to promote a company’s products and services, and enhance its brand. 
  • Product marketing manager: A product marketing manager devises marketing plans to communicate features and benefits of new products to customers, delving into market research on product trends and serving as the voice of the customer within the company to ensure products are designed to suit customer needs. 
  • Brand marketing manager: A brand marketing manager ensures that brand messaging and imagery are utilized consistently across the company and plans ways to increase brand recognition in the market. 
  • Content marketing manager: A content marketing manager focuses on creating effective, valuable, and consistent content that highlights a company’s products or services to potential customers. 
  • Social media marketing manager: A social media marketing manager works specifically on optimizing social media communication and interactions for the company, including, but not limited to, Facebook, Twitter , and Instagram. 
  • Marketing campaign manager: A marketing campaign manager is responsible for the life cycle of a marketing campaign. They work closely with other departments, including sales, to execute campaigns and compile reports on their effectiveness.

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What are some examples of marketing management tasks?

Each specialized marketing management role requires a host of different tasks, although there is some overlap depending on the size of the organization. Each organization will have a slightly different set of roles, depending on the company’s requirements. 

  • Digital marketing manager: A digital marketing manager sets goals and monitors targets for any digital campaigns they have planned. Oftentimes, they are in charge of creating and implementing strategies for pay-per-click advertising, social media advertising, and email marketing campaigns.
  • Product marketing manager:  A product marketing manager creates messaging to differentiate products from others in the market and articulate the product’s unique selling point, and conducts SWOT analysis, while also helping plan and execute new product launches and writing detailed case studies of client success to highlight to potential customers. They will also plan and execute marketing campaigns, oversee all elements of the campaign, and determine product price based on the company’s SWOT analysis.
  • Brand marketing manager: A brand marketing manager works closely with graphic designers to ensure the company’s logo and brand guidelines are used properly. Daily tasks could include monitoring social media for trends and pitching stories to journalists with whom you’ve built relationships.
  • Content marketing manager: A content marketing manager’s tasks typically include planning content campaigns, placing articles with news organizations, or collaborating with bloggers to amplify information about the product or service. Content marketing managers will also produce materials such as eBooks and blog posts, often with the goal of maximizing SEO opportunities and optimizing inbound marketing efforts. 
  • Social media marketing manager: A social media marketing manager plans campaigns for different channels, creates content via photography or video, and responds to questions or comments from potential or current customers.
  • Marketing campaign manager: A marketing campaign manager plans and executes marketing campaigns, oversees all elements of the campaign, and delivers regular reports on its performance.

Where can I get marketing management training?

Marketing management is a popular degree, diploma, and training subject. Top-tier universities and institutions across the world offer BA, MSc, and program certifications in this subject. 

It’s also possible to transition into a management role by having relevant work experience and qualifications. A keen marketer may choose to rise in their position and take supplemental marketing management training courses as a way of exploring this career path. 

Of course, there is no better teacher than experience. As a marketer gains more knowledge and hands-on experience in the industry, they may find that a management role is simply a natural career progression for them.

What is the best marketing management software?

When it comes to deciding on the best marketing management software for your organization, it’s important to pinpoint the essential features for your team. A marketing manager likely needs software that enables them to:

  • Create and organize documentation
  • Track ongoing project progress each day
  • Integrate with business intelligence tools such as Tableau 
  • Proof and approve marketing materials and assets
  • Invite external stakeholders and clients to collaborate
  • Wrike does all of this and more. 

Wrike’s features enable 360-degree marketing management. From ideation to strategy, implementation, and monitoring, Wrike makes these processes easier and more efficient than ever.

Enable cross-functional collaboration to sync product and marketing efforts, track key marketing metrics and benchmarks for every campaign, and give in-context feedback that keeps all your objectives on track. 

Learn more about how Wrike’s robust features could help support your marketing strategies. Grab a free two-week trial and see why more than two million customers choose Wrike.

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  • What is the role of a marketing manager?

What is the role of a marketing manager?

A marketing manager leads the promotion of a product or business — by crafting compelling stories and managing strategic campaigns. In this mid-level role, it helps to have a wide range of marketing experience and skills such as communication, creativity, and decision-making.

Marketing managers often plan and oversee many different activities including go-to-market launches, advertising , email campaigns, events, and social media. You will also build marketing programs and campaigns, collaborate cross-functionally, and report on marketing metrics.

Most marketing managers need a deep understanding of the addressable market and target audience for your product. Most importantly, you must know how the product or service you are promoting helps to solve customer pain points. Conducting market research and creating buyer personas are both essential for building knowledge in these areas.

Depending on the size and structure of the company, some specific responsibilities will vary. For example, a marketing manager at a smaller company might take a more generalist approach. At a larger organization with established digital , product , or content marketing groups, a marketing manager might adopt a more specific focus based on the needs of the business. Read on to discover marketing manager responsibilities in more detail.

Plan marketing work and product launches in Aha! Roadmaps. Sign up for a free trial .

Jump ahead here:

What is a marketing manager responsible for?

What is a marketing manager salary, what skills does a marketing manager need, how to become a marketing manager, what is a marketing manager career path.

As a marketing manager, your work is highly collaborative. You often bring together the different marketing functions (such as product marketing, digital specialists, content and creative teams ) — aligning all the groups whose work contributes to a successful program or campaign.

Besides working closely with your marketing colleagues, marketing managers also represent the marketing team to cross-functional groups including product management , sales, and customer support. You might collaborate with these groups on the messaging for new product offerings or identifying new channels to reach customers.

Sometimes marketing management requires working with people outside the company, too. Strong relationships with vendors, partners, and members of the media can open up new ways to engage your target audience. For example, a marketing manager might work with a third-party agency that specializes in digital ad campaigns to supplement the work of the internal marketing team.

Marketing managers are also responsible for updating senior leadership on the progress of marketing activities and reporting on campaign results. This could be the director or VP of marketing, Chief marketing officer (CMO), or CEO.

Here is an overview of the high-level tasks you may be responsible for as a marketing manager:

A typical marketing manager salary can range from $43,000 to more than $150,000 annually. This broad range accounts for differences in experience levels, industries, location, company size, and skills. Marketing manager salaries can also vary for specialized roles (e.g., Digital Marketing Manager).

Who makes up a marketing team?

Which tools do marketing managers use?

What are some interview questions for marketing managers?

The work outlined in the table above requires a diverse skill set. Successful marketing managers are able to apply different skills to a variety of situations. For example, you may apply data analysis expertise to monitor campaign KPIs and use storytelling skills to write and edit compelling brand content.

Certain technical or specialized skills will vary by role and organization. But below are some of the most common hard and soft skills listed in marketing manager job postings:

Communication

Collaboration

Data analysis

Flexibility

Organization

Project management

Technology expertise

Marketing management is a mid-level role. It is important to have at least a few years of marketing experience to prepare you for the position. Beyond that, there is no single path to becoming a marketing manager — but the steps below will give you an idea of how to demonstrate your readiness for the role.

Curate a portfolio. As a marketing manager, you will likely be leading or contributing to multiple functional areas on the team. Put together a diverse portfolio of projects to showcase everything you know — like SEO reports, content pieces, and ad campaigns, for example.

Earn a certification. If you feel that there are any gaps in your marketing knowledge or areas you want to strengthen, consider taking classes or earning marketing certifications. Then, add these achievements to your resume.

Gain leadership experience. This role comes with added managerial responsibilities. Seek out opportunities to gain leadership skills by mentoring new hires, managing an intern, or getting more involved with marketing strategy .

Connect with marketing leaders you know. Talk to your current marketing leadership or other marketing managers in your network. These folks can be a valuable resource for understanding what the role entails and which skills you need to succeed as a marketing manager yourself.

Related: New marketing managers — do these 8 things in the first 30 days

Marketing continues to be a fulfilling career choice after you become a marketing manager — with plenty of opportunities to advance or specialize. If you are curious about your career path as a marketing manager, here are some of the job titles you might pursue in the future:

Chief marketing officer (CMO)

VP of marketing

Director of marketing

Marketing group manager

Specialized marketing manager — Brand, content, digital, etc.

It is rewarding to market a great product or service. Marketing managers directly contribute to the growth of the business in many ways. This is a big responsibility that requires dedication — but it is inspiring and impactful work.

Build marketing plans like you always wanted. Sign up for a free 30-day trial of Aha! Roadmaps.

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Geektonight

What is Marketing Management? Definition, Meaning, Functions, Tasks

  • Post last modified: 9 June 2023
  • Reading time: 29 mins read
  • Post category: Marketing Management / Marketing Essentials

What is Marketing Management?

Marketing management is defined as the art and science of choosing target markets and building profitable relationships with them. This involves obtaining, retaining and developing customers through creating and delivering and communicating superior customer value.

Table of Content

  • 1.1 Demand management
  • 1.2 Building profitable customer relationships
  • 2 Marketing Management Definition
  • 3.1 What Is Marketing
  • 4.1 Marketing Objectives
  • 4.2 Planning
  • 4.3 Organization
  • 4.4 Co-ordination
  • 4.5 Direction
  • 4.6 Control
  • 4.7 Staffing
  • 4.8 Analysis and evaluation
  • 5 What Is Marketing Management Concept
  • 6.1 Marketing Manager Responsibilities
  • 7 Marketing Management Process
  • 8 Importance of Marketing Management
  • 9.1 Developing Marketing Strategies and Plans
  • 9.2 Capturing Marketing Insights
  • 9.3 Connecting with Customers
  • 9.4 Building Strong Brands
  • 9.5 Shaping the Market Offerings
  • 9.6 Delivering Value
  • 9.7 Communicating Value
  • 9.8 Creating Successful Long-Term Growth
  • 10.1 Marketing Management | Includes Indian Cases
  • 10.2 Marketing Management By Philip Kotler
  • 10.3 Principles Of Marketing By Philip Kotler
  • 11 Marketing Management Topics

Thus, marketing management involves managing demand, which in turn involves managing customer relationships.

Demand management

Most people think of marketing management as finding enough customers for the company’s current output, but this is too limited a view.

Marketing management must find ways to deal with time, when there may be no demand, adequate demand, irregular demand or too much demand. So, Marketing management is concerned not only with finding and increasing demand, but also with changing or even reducing it.

Building profitable customer relationships

Managing demand means managing customers. A company’s demand comes from two groups: new customers and repeat customers.

Marketing Management Fact : It costs five times as much to attract a new customer as it does to keep a current customer satisfied. Thus, although finding new customers remains very important, the emphasis is shifting towards retaining profitable customers and building lasting relationships with them.

Marketing Management Definition

“ Marketing management is ‘the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value’ (Philip Kotler and Keller, 2008: 5).”

Marketing management by Philip Kotler defines as “the analysis, planning, implementation and control of programs designed to bring about desired exchanges with target markets for the purpose of achieving organizational objectives”.

Marketing Management Meaning

Marketing management is the organizational discipline which focuses on the practical aspects of marketing orientation, techniques and methods inside organizations and on the management of a firm’s marketing resources and activities.

What Is Marketing

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Functions of Marketing Management

Marketing management takes place when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.

Thus, we see marketing management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering and communicating superior customer value.

In the marketing process, companies work to understand consumers, create customer value and build strong customer relationships. A brief summary of functions of marketing management is shown in Fig.

Functions of marketing management are discussed below:

Marketing Objectives

Organization, co-ordination, analysis and evaluation.

Marketing management determines the marketing objectives. The marketing objectives may be short-term or long-term and need a clear approach. They have to be in coherence with the aims and objectives of the organization.

After objectively determining the marketing objectives, the important function of the marketing management is to plan how to achieve those objectives. This includes sales forecast, marketing programmes formulation, and marketing strategies.

A plan once formulated needs implementation. Organizing functions of marketing management involves the collection and coordination of required means to implement a plan and to achieve predetermined objectives. The organization involves a structure of the marketing organization, duties, responsibilities and powers of various members of the marketing organization.

Co-ordination refers to harmonious adjustment of the activities of the marketing organization. It involves co-ordination among various activities such as sales forecasting, product planning, product development, transportation, warehousing etc.

Direction in marketing management refers to development of new markets, leadership of employees, motivation, inspiration, guiding and supervision of the employees.

Control refers to the effectiveness with which a marketing plan is implemented. It involves the determination of standards, evaluation of actual performance, and adoption of corrective measures.

Employment of right and able employees is very crucial to the success of a market plan. The Marketing Manager co-ordinates with the Human Resource Manager of an organization to be able to hire the staff with desired capability.

The marketing management involves the analysis and evaluation of the productivity and performance of individual employees.

What Is Marketing Management Concept

Marketing Concept  is the philosophy that an organization should analyze the needs of their consumers and then make decisions to satisfy those needs, better than the competition.

Basically, there are five different  philosophy of marketing management  in  marketing concept  under which business enterprises conduct their marketing activity:

  • Production Concept
  • Product Concept
  • Selling Concept
  • Marketing Concept
  • Social Marketing Concept

Who is a Marketing Manager?

A marketing manager is a manager in the marketing department. Marketing manager researches determine, examines, and assesses demand for a product or service. They aim to increase sales by developing promotional campaigns and strategies.

Marketing Manager Responsibilities

  • Planning For Future
  • Advising the Top Management
  • Selection and Placement of Salesmen
  • Training the Sales Force
  • Compensating the Sales Personnel
  • Organising the sales organisation
  • Direction and Co-Ordination
  • Controlling the Activities of Employees
  • Designing Viable Sales Policy
  • Meet Challenging Tasks
  • Marketing Management Process

Marketing Management Process  is a process to identifying customer needs and wants and then developing a marketing program to satisfy customer needs with a profit. So, effective marketing starts with the identification of a set of consumers and their need structure.

  • Market Analysis: Identifying customer needs A marketer first analyzes and scanning the external environment to identify marketing opportunities and forecast future potential.
  • Segmentation The marketing manager segments the market to identify a homogenous set of customers who are likely to respond more positively to the planned marketing program.
  • Targeting Identification and selection of targeted segment(s) and positioning strategy help the marketer to develop a new product or service offered for the market.
  • Marketing Planning: Develop marketing strategies After developing the product or service, The marketer also develops a strategy about coping with pricing changes in countering the competitor’s counter pricing strategy.
  • Implementation of the marketing program The marketing manager plans integrated marketing communication strategy through a combination of tools like advertising, sales promotion, public relations and direct marketing to promote the product or service in the market for higher consumption and brand image.
  • Control of the total marketing efforts Marketing control is a process of benchmarking the expended effort and resources with the set goals. 

Importance of Marketing Management

The major importance of marketing management is discussed below:

  • Introduce new products : Marketing management techniques can help you to create brand awareness for your service or product.
  • Boost your Sale : When the customer got familiar with the brand, then it increases your chances that consumers will make a sale. And more important is that marketing management strategies also help to reduce the cost of sales and distribution.
  • Increase Company Reputation
  • Source of New Ideas

Marketing Management Tasks

We have a specific set of tasks that make up successful marketing management and marketing leadership.

Developing Marketing Strategies and Plans

Capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering value, communicating value, creating successful long-term growth.

The first task faced by the organization is to identify its potential long-run opportunities, given its market experience and core competencies

The organization needs a reliable marketing information system to closely monitor its marketing environment so it can continually assess market potential and forecast demand.

The organization consider how to best create value for its chosen target markets and develop strong, profitable, long-term relationships with customers

The organization must understand the strengths and weaknesses of the brand as customers see it. They also focus on the consumer market and develop a positioning strategy.

At the heart of the marketing program is the product – the firm’s tangible offering to the market, which includes product quality, design, features, and packaging. A critical marketing decision relates to price.

The organization must also determine how to properly deliver to the target market the value embodied in its products and services.

The organization must also adequately communicate to the target market the value embodied by its products and services, e.g., Integrated marketing communication program.

Based on its product positioning, Atlas must initiate new-product development, testing, and launching as part of its long-term view. The strategy should take into account changing global opportunities and challenges.

Marketing Management Book

Our team has prepared the list of marketing management book recommended by the top marketing expert in the world.

Marketing Management | Includes Indian Cases

  • The bundled book marketing management: Indian cases is a casebook companion aimed to help readers understand the concepts of marketing in the Indian context.
  • The booklet carries 23 contemporary cases.
  • Author : Philip Kotler, Keven Lane Keller and Others
  • Amazon Bestsellers Rank : #1 in Marketing & #9 in Engineering
  • Rating: 4.5 out of 5

Marketing Management By Philip Kotler

  • Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.
  • Author : Philip Kotler & Kevin L. Keller
  • Amazon Bestsellers Rank: #19 in Marketing
  • Rating: 4.3 out of 5

Principles Of Marketing By Philip Kotler

  • To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.
  • Author : Philip Kotler, Gary Armstrong
  • Amazon Bestsellers Rank:  #2,477 in Books
  • Rating: 4.4 out of 5

[expand title=”Article Sources – Reference “]

Geektonight uses only high-quality sources, including peer-reviewed studies, to support the facts within our articles. Read our editorial policy to learn more about how we fact-check and keep our content accurate, reliable, and trustworthy.

  • Philip Kotler, Gary Armstrong. (2007). Principles of Marketing .12th ed. Pearson
  • Philip Kotler, Kevin Lane Keller. (2012). Marketing Management .14th ed. Pearson

Marketing Management Topics

  • Market Segmentation
  • Marketing Mix
  • Marketing Environment
  • Consumer Behaviour
  • Business Buyer Behaviour
  • Segmentation, Targeting and Positioning
  • Marketing Management
  • Advertising
  • Marketing Planning
  • Public Relations
  • Sales Promotion
  • Types of Sales Promotion
  • Techniques of Sales Promotion
  • New Product Development Process
  • What is Pricing
  • Methods of Pricing & Strategies
  • Market Entry Strategy
  • Demand Forecasting
  • Brand Building Process
  • Agricultural Cooperative Marketing
  • Classification of Products
  • Types of Logistics
  • Marketing Control
  • Models of Communication
  • Consumer Research
  • DAGMAR Approach
  • Consumer Behaviour Models
  • Personal Selling
  • Green Marketing
  • Customer Relationship Management
  • Electronic commerce
  • Kotler Product Level
  • Marketing Communication

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What is Marketing Management? Definition, Features, Objectives, and Tasks

Page Contents

What is Marketing Management?

Marketing management is all the activities done by a business to make sure the marketing activities meet its goals. Simply, it is a process of planning, implementing, and controlling marketing exercises of the business to satisfy customers’ needs and achieve organizational objectives.

The main objectives of marketing management are to satisfy customers’ needs, create customer value, increase sales, and ultimately increase the profit of the firm. It is a branch of management that is concerned with the direction of purposeful activities to accomplish marketing goals.

It is an art and science that helps in identifying and selecting target customers and making with them a good exchange relationship. Building a beneficial exchange relationship may be hard because it requires to make in the proper functioning of all elements. A manager who is involved in this should gather proper knowledge about customers and the marketplace.

To be more clear, just imagine yourself as a marketing manager. What would be your responsibilities to make marketing successful and generate good profit for your business? For this, you may first analyze the marketplace & choose your target market–understand the targeted market’s basic needs and wants, make plans and produce products, deliver to customers, make customers satisfied, make a brand value, grow & and retain customers, and most importantly increase profit for your business. So all these and you may also add some activities related to the marketing management activities.

When we seek to learn about marketing management, maybe we should not forget to see the most influential definition given by Philip Kotler, “Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating , superior customer value.”

Because of the growing complexity in the marketplace marketing management scope is fast growing as it must fit meeting customers’ need and want in such a place. Its scope is very wide and can’t be explained in a single paragraph, so let’s talk about its other components.

Characteristics of Marketing Management

The characteristics of marketing management may be,

Art and Science

It is both an art as well as a science. Marketing managers increase their management sales through experience in the form of arts, and it has certainly tested and proven tools, techniques, principles , and decision models as in the form of social sciences.

Market Segmenting, Targeting, and Positioning

It involves the selection of target markets by employing tools and techniques of segmentation, targeting, positioning, and marketing research to better understand the needs, desires, and preferences of target customers.

Read More: STP Marketing

Value Creation and Delivery

It involves the creation of appropriate products and services, delivering to the target market, and communicating the value of the products to customers.

Objectives of Marketing Management

The primary objectives of marketing management are enlisted as follows,

Creation of New Customers

Customers are the main factor for any business to succeed. A business can not succeed without any customers, otherwise whom business sells its goods and services. Marketing management helps to create new customers through analyzing the marketplace, identifying the target market, producing products, and applying various means of marketing tools such as promotion, and advertising, to attract new customers.

Customers Need Satisfaction and Retention

Satisfied and returning customers for the business is vital to succeeding in the present as well as the future. As discussed, this approach first understands the customer’s need, want, problem, and preference. After successfully understanding, the business delivers the right product to the right customer and match their need. And, a satisfied customer is always likely to purchase again.

Read More: Marketing Concept In Marketing

Sustain and Enhance the Profitability of Business

Every business aims to sustain itself in the long run and generate enough profit, so marketing management helps. Since the two above objectives increased customers and matched their needs. It always emphasizes business to produce quality products and services which help to sustain in the long run. Since the customers are high, retained, and served quality product the business profits automatically increases. It also emphasizes the business to regularly improve the quality of products to operate in the dynamic market.

Upgrade the Living Standards of Customers

Marketing is always concerned about giving the standard of living to both customers and society. It may upgrade customers living standards by ensuring quality products, meeting demand & supply, ensuring proper distribution, providing new & improved products, generating employment, maintaining economic stability, etc.

Marketing Management Tasks

How the marketing management help marketing managers achieve organizational goals? How to do it? Every manager focuses on creating products and stimulating customers to buy those products. He has to determine the interests of customers and make strategies to make sales.

The four major tasks or activities of marketing management: are analysis, marketing planning, implementation, and control. It is also known as the marketing management cycle through which one can do it successfully.

Read More: The Selling Concept Of Marketing

The cycle of marketing management begins with strategic analysis which means a thorough evaluation of the firm’s internal and external factors that affect marketing activities. Mainly for effective analysis, the SWOT analysis is conducted to identify the firm’s strengths, weaknesses, opportunities, and threats.

The internal analysis of the firm gives an idea of where the firm stands in terms of its key strengths and weaknesses. And, also gives tips on how to improve it to stand in the competitive market.

The external analysis gives the idea of a firm’s opportunities and threats it faces over the market, customers, competitors, and marketing environment. It gives the firm the ideas of investment decisions such as Where to compete, Where to invest for growth, and How to grow, and also gives the idea of which functional area strategy is appropriate such as product strategy, price strategy, place, and distribution, etc.

Read More: Product Concept of Marketing

Marketing Planning

Simply, defining marketing planning is a step-by-step process of combining and coordinating all marketing decisions.

The marketing manager must have to design both short-run and long-run plans. For the day-to-day problems, the manager has to develop short-run plans. And, he also has to develop a long-run strategic plan to effectively utilize the firm’s resources and potential.

The marketing planning process involves four steps: defining the business missions, developing alternative strategies, specifying operational tasks, and designing situational strategies if the plan needs to be altered.

  • Business missions and goals : What does the firm want to achieve in the marketplace?
  • Strategic alternatives : How does it accomplish business missions and goals?
  • O perational tasks : What actions should be taken to implement strategies and realize goals?
  • Situational strategies : In case the plan needs to be changed due to any forces what alternative strategies should be implemented?

Read More: Production Concept In Marketing

Implementation

The third task of marketing management is to implement marketing plans. It is focused on organizing the marketing department to assign tasks, targets, authority, and responsibility to all marketing staff. Implementation of plans involves the following key activities.

  • Task Assignment. Assigning tasks, targets, authority, and responsibilities to each marketing unit and personnel.
  • Structure. Preparation of organization structure, job assignments, and territory allocation.
  • Internal Relationships. Establishment of functional relationships within the marketing department and with the marketing departments and other key departments of the organization.
  • Coordination. Effective coordination and cooperation with outside agencies such as suppliers, advertising agencies, transport agencies, etc.
  • External Relationships. Keeping long-term relationships with customers and other essential stakeholders and aiming for a favorable image of the company.

Marketing control is the regular measurement and revision of employee behaviors and marketing progress. The marketing management’s tasks of planning and implementation can not be effective without a control system. So the marketing department must develop an effective control system to make sure the implementation of planning is going on the right track.

Read More: Functions of Management

Marketing Management Philosophies

The marketing management philosophies play a key role in directing the marketing activities of any business. These are the key marketing concepts that are applied by all businesses.

As a marketing manager, you should know what the customers are looking for such as a high amount of products, quality products, products that ensure social welfare, or any others.

The major marketing management philosophies are:

  • Production Concept
  • Product Concept
  • Selling Concept
  • Marketing Concept
  • Societal Marketing Concept
  • Holistic Marketing Concept

For the proper implementation of these marketing philosophies, a marketing manager should first know the basic notion of these philosophies. Every marketing philosophy has different means and focuses which aids in the achievement of the company’s mission, vision, and goals.

Read Next: 6 Marketing Philosophies

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Marketing Management: Meaning, Process, Philosophies

Marketing Management: Meaning, Process, Philosophies

Marketing management is directly responsible for finding areas where the company’s products and services fail to fulfill consumer needs and expectations and initiating vigorously marketing programs to provide desired satisfactions explicitly demanded by consumerism.

Marketing management’s nature and objectives will have become vastly more consumer-oriented and much less product and corporation-oriented for the maximum long-range benefits of the corporation itself.

Marketing Management Meaning and its Process, Application, Philosophies, Function

Definition of marketing management.

Marketing management is the process of planning and executing the conception, pricing , promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

Explaining the definition, you can understand that marketing management is a process that involves analysis, planning, implementation, and control of goods, services, and ideas. The marketing management process is based on the idea of exchange.

What is the goal of such a process? The simple answer is to provide satisfaction to everyone involved in the said process, including company, customers, suppliers, and channel members.

What a marketing manager does, or what roles he plays in the process involving marketing management?

His job in the process is to find prospects and to stimulate them to buy his products. But it does not truly explain the job being performed by a marketing manager.

In addition to stimulating the demand for his products, he undertakes a lot of other diversified activities. He has to influence the level, timing, and composition of demand to help his organization achieve its goals.

Most marketing experts believe that the marketing manager’s job is to manage the demand for his product. It would help if you realized that demands vary in terms of their states. In the following section, we shall try to give you an idea of different demand states and the consequent marketing tasks.

Marketing Management Philosophies

You understand that marketing managers undertake activities to achieve desired exchange outcomes with target markets for their sustenance. As a practicing or potential marketer, you should know which philosophy should guide you in performing your tasks as a marketing manager.

You should also know how to look at your own interest, the interest in your firm, customers, and the society where you work. But, you should bear in mind that there could be conflicts in the interests of the parties concerned.

For instance, I.V. fluid (intravenous fluid) manufactured by a pharmaceutical company is excellent in quality.

The type of container it uses is inconvenient as reported by the doctors and non bio­degradable, causing environmental hazards. This example clearly indicates that though this company’s IV fluid is extremely effective and popular with users, it may badly damage the environment.

In carrying out marketing activities, a marketing manager should be guided by an appropriate marketing management philosophy. The philosophy that a company selects must be an effective, efficient, socially responsible, and an appropriate one.

Now the question comes, “which philosophy is the right one for a particular company”? To answer this question, a marketing manager should first become aware of alternative philosophies.

Thereafter, he can select one based on his goal and the nature of the market that he serves.

The 5 alternative marketing management philosophies are;

  • production concept,
  • product concept’,
  • selling concept
  • marketing concept, and
  • societal marketing concept .

Check out our full explanation of 5 marketing management philosophies .

Application of Marketing Management – Adoption of Marketing Concept in Different Sectors

This is the era of marketing orientation . Contemporary marketers adopt marketing concepts in their marketing practices. The marketing concept is now not only applied in the field of product marketing. It is rather adopted by others, such as service marketers, professionals, and nonprofit organizations.

In recent times, there has been found widespread use of marketing management. It is now a growing interest in all sizes and organizations, including business, service, professional, and nonprofit firms. Its application is limited in developed countries and found to be in use by organizations of the developing countries.

15 Marketing Management Shifts

Several important trends and forces are eliciting a newer set of beliefs and practices on business firms. Marketers are rethinking their philosophies, concepts, and tools.

Here are major shifts in marketing management that smart companies have been making in the twenty-first century.

From marketing does the marketing to everyone does the marketing

From using many suppliers to working with fewer suppliers in a ship, from relying on old market positions to uncovering new ones, from organizing by-product’ units to ‘organizing by customer’s segments, emphasizing tangible assets and intangible assets, companies choose to own brands rather than physical assets, from building brands through advertising to building brands through performance and integrated communications, from selling to everyone to trying to be the best firm serving a well-defined target market:, from attracting customers through stores and salespeople to making products available online, from a focus on gaining market share to a focus on building customer share, from focusing on profitable transactions to focusing on customer value, local adaptation and global standardization, from focusing on shareholders to focusing on stakeholders, focus on the financial scorecard to focusing on the marketing scorecard.

Companies generally establish a marketing department for creating and delivering customer value . Companies now know that marketing is not done only by marketing, sales, and customer support personnel; every employee impacts the customer and must see the customer as the source of the company’s prosperity.

Companies are beginning to emphasize interdepartmental teamwork to manage key processes. More emphasis is also being placed on the smooth management of core business processes, such as new-product realization, customer acquisition and retention, and order fulfillment.

Companies are reinforcing partnering arrangements with key suppliers and distributors. Such companies have shifted from thinking of intermediaries as customers to treating them as partners in delivering value to final customers.

In highly competitive marketplaces, companies must always move forward with marketing programs, innovating products and services, and staying in touch with customer needs. Companies must always be seeking new advantages rather than just relying on their past strengths.

Some companies are now switching from being solely product-centered with product managers and product divisions to manage them to be more customer-segment-centered.

From emphasizing tangible assets to emphasizing intangible assets, companies recognize that much of their market value comes from intangible assets, particularly their brands, customer base, employees, distributor and supplier relations, and intellectual capital.

From making everything to buying more goods and services from outside, more companies choose to own brands rather than physical assets.

Companies are also increasingly subcontracting activities for outsourcing firms . They maximum outsource those activities that others can do more cheaply and better but retain core activities.

In highly competitive marketplaces, companies must try to make them forget customers understand and appreciate that their brand is better than the complying brands. Companies must always be seeking new advantages rather than just relying on their past strengths.

Marketers are moving from an overreliance on communication tools such as advertising or sales force to blending several tools to deliver a consistent brand image to customers at every brand contact.

Companies are also making substantial investments in information systems as the key to lowering costs and gaining a competitive edge. They assemble information about individual customers’ purchases, preferences, demographics, and profitability.

Consumers can access pictures of products, read the specs, shop from online vendors for the best prices and terms, and click to order and pay.

Business-to-business purchasing is growing fast on the Internet. Personal selling can increasingly be conducted electronically, with buyers and sellers seeing each other on their computer screens in real-time.

A bank aims to increase its share of the customer’s wallet; the supermarket aims to capture a larger share of the customer’s “stomach.” Companies build customer share by offering a larger variety of goods to existing customers. They train their employees in cross-selling and up-selling.

Companies normally aim to profit on each transaction. Now companies are focusing on their most profitable customers, products, and channels. They estimate individual customer lifetime value and design market offerings and prices to profit over the customer’s lifetime.

Companies now are placing much more emphasis on customer retention. Attracting a new customer may cost five times as much as doing a good job to retain existing customers.

From being local to being global — both global and local, firms adopt a combination of centralization and decentralization to better balance local adaptation and global standardization.

The goal is to encourage more initiative and “intrapreneurship” at the local level while preserving the necessary global guidelines and standards.

Top management respects the importance of creating co-prosperity among all business partners and customers. These managers develop policies and strategies to balance the returns to all the key stakeholders.

Top management is going beyond sales revenue alone to examine the marketing scorecard to interpret what is happening to market share, customer loss rate, customer satisfaction, product quality, and other measures. They know that changes in marketing indicators predict changes in financial results.

8 Marketing Management Tasks

The core concepts and others provide the input for a set of tasks that make up successful marketing management. The following are the tasks of Marketing Management:

Developing marketing strategies and plans

Capturing marketing insights, connecting with customers, building strong brands, shaping market offerings, delivering value, communicating value, creating long term growth.

The first task is to identify its potential long-run opportunities given its market experience and core competencies.

To understand what is happening inside and outside the company, it needs a reliable marketing information system as it will want to monitor its marketing environment closely.

Companies must consider how to create the best value for their chosen target markets and develop strong, profitable, long-term relationships with customers.

Companies must understand the strengths and weaknesses of their brand vis-a-vis company brands in consumers’ eyes.

At the heart of the marketing program is the product-the firm’s tangible offering to the market, which includes product quality, design, features, and packaging .

Companies must also determine how to deliver the value embodied by these products and services to the target market . It includes various activities that the company undertakes to make the product available to target customers.

Companies must also adequately communicate the value embodied by its products and services to the target market .

Marketing communications activities are how firms attempt to inform, persuade, and remind consumers about the brands they sell. Companies must develop an integrated marketing communication program that maximizes the individual and collective contribution of all communication activities.

Companies must also consider their products and brands and how their profits should be grown. Based on its product positioning, they must initiate new-product development, testing, and launching. The strategy also will have to take into account changing global opportunities and challenges.

Major Challenges Facing Marketers

Analyze the major challenges facing marketers in the new millennium. Marketers must connect faster and better with customers. The latest technologies must be used to ensure the delivery of time-based competition.

Websites and e-commerce must be fine-tuned to connect with more carefully selected customers. Many companies are connecting directly with customers to customize their mix of products and services. Partnership relationships and supply chain management must be built with strategic alliances to meet those domestic and global challenges.

  • Technological advances, rapid globalization, and continuing social and economic shifts are causing marketplace changes.
  • Major marketing developments can be grouped under the theme of Connecting.

Today’s Marketing Connections

  • Databases allow for the customization of products,
  • messages and
  • analysis of needs
  • Facilitates anytime, anywhere connections
  • Facilitates CRM
  • Creates marketspaces
  • Customer profitability analysis separates winners from losers
  • Cross-selling and up-selling are helpful
  • Direct sales to buyers are growing
  • Partner relationship management involves:
  • Connecting inside the company
  • Supply chain management
  • Strategic alliances
  • Competition
  • New opportunities
  • The greater concern for environmental and social responsibility
  • Social marketing campaigns

Marketing Management in the Business Sector

Most of the companies operating in the field of business have now realized the importance of marketing management. But, they did not realize its importance simultaneously.

Different firms understood its necessity at different periods. Among the firms operating in the business sector, the consumer packaged goods companies, consumer durable good companies, and industrial equipment companies realized its importance earlier than others. They, as a result, have adopted it very quickly to excel in their competitors.

Other businesses, such as producers of steel, chemicals, and paper, realized the importance of marketing somewhat later. It is not a surprise to know that some business sector companies are yet to realize the role and importance of marketing. Among those who have adopted marketing, some still misunderstand marketing.

You can easily understand this by asking them a question like “what business are you in?”

You may note that majority will respond in the wrong way.

For example, a cosmetic manufacturer responds to your query by mentioning that he is in the cosmetic production and selling business.

But, to be truly marketing-led, he should believe that he is in the business of hope and beauty production and selling. You should note that significant changes took place over the last couple of decades about the marketing’s application.

For example, service firms, like airlines and banks, have significantly adopted marketing in their operation. This is even observed here in India among the private and multinational banks.

They are heavily focusing their activities on customers and providing state-of-the-art customer service, which indicates the marketing orientation adopted by them. Other firms in the business sector gradually realize that they should also adopt marketing philosophy, and as a result, some have already adopted it.

Examples include, among others, insurance, and stock brokerage companies, professional service providers, such as lawyers, accountants, physicians, and architects. These firms are now relying heavily on marketing activities such as advertising, pricing, and physical distribution.

Marketing Management in the Non-Profit Sector

The term nonprofit organization will refer to any private or public nonprofit institution. If the organization does not intend to earn and distribute potential profits, its activity can be called nonprofit marketing. Nonprofit organizations such as colleges, hospitals, museums, and symphonies are now also attracted to marketing.

Numerous private and public nonprofit organizations during the 1970s introduced marketing in their operations for the first time.

Nonprofit private organizations, side by side public, nonprofit organizations, ventured into the marketing field, including

  • advocates of social causes (equal rights groups, environmental groups, peace groups, and consumerism groups);
  • religious services;
  • cultural organizations (museums, theatrical groups); educational groups (private schools, colleges, and universities); and
  • philanthropic groups (foundations, charity hospitals, and private welfare groups).

They now have marketing departments (often called outreach team/department) engaged in researching and developing outstanding ads to attract customers.

Various factors were responsible for these developments, including the gradual recognition that every organization can benefit by applying effective marketing principles.

In response to declining sources of funds, other forms of support, changing needs of target markets, and increased competition, administrators in nonprofit organizations are forced to find more effective ways to serve and satisfy human needs and wants through exchange processes.

You do not ask a question like “should we use marketing?” to private and public nonprofit organizations. You rather now ask them a question like, “how can you effectively implement marketing to serve your target markets better and achieve organizational objectives?”

Marketing Management in the Global Sector

Once, marketing theory and practice were limited to certain Western countries. It is now found to take its position in other countries around the globe.

But, the question that may come to your mind is, ‘what is the reason for the adoption of marketing by companies around the world?’

One of the answers could be that marketing is now considered as a multinational phenomenon. Companies try to expand their markets beyond their national territories, and as a result, they need to be marketing led to face competition abroad.

“A small Indian soap company called Nirma bested the mighty Hindustan Lever Company of India, which has dominated the Indian soap market, by aggressively introducing a lower-priced value brand accompanied by a strong and memorable radio jingle campaign against Lever’s most established brands.”

It would help if you were amazed to know that developing countries like Indonesia, Malaysia, Egypt, and Colombia are organizing international seminars on the latest developments in marketing, once the domain of developed countries like the US, the UK, and Japan.

The developing countries are also providing advanced marketing training to their business executives to adopt marketing and cope with the advanced nations.

Socialist countries are now also following in the footsteps of both developing and advanced countries about marketing’s applications in business. The then socialist countries, now taking a keen interest in marketing and offering advanced courses on marketing through colleges and universities.

The translated version of Philip Kotler’s Marketing Management book sells very well in Poland and Russia, once treated as very closed countries. Companies around the globe now are realizing that they have to either adopt marketing or perish.

As you now covered marketing management; check out explore complete guideline on marketing management .

  • Sales Forecasting: Effective Methods, Analysis, & Techniques
  • Product Mix Decisions
  • Market Evolution: Definition, Stages of Market Evolution
  • Marketing Process: 5 Steps of Marketing Process
  • Strategic Planning Gap: How To Fill Gaps In Strategic Plan]
  • Differentiation in Marketing: 5 Differentiating Variables
  • Market Positioning: Definition, Strategies, Importance, Errors
  • Marketing: Definition, Scope, Importance, Role, Functions
  • Marketing |
  • Marketing project management: How to st ...

Marketing project management: How to structure your strategy

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Marketing project management is a methodology used to keep marketing campaigns on track and stakeholders informed throughout the project lifecycle. It provides clarity among teams, keeps your projects within scope, and helps team members meet customer needs. In this piece, we’ll discuss the challenges of marketing campaigns and explain how marketing project management can help you succeed.

Marketing initiatives can be crucial to your business plan because they give you the chance to tell your brand story and send leads down the sales funnel. Without effective marketing, you may struggle to bring in revenue and secure loyal customers. A focused marketing plan ensures that your message resonates with your audience so you can walk away from every campaign feeling proud of the work your team put in.

What is marketing project management?

Marketing project management is a methodology used to keep marketing campaigns on track and stakeholders informed throughout the project lifecycle. It provides clarity among teams, keeps your projects within scope, and helps you meet customer needs.

To manage marketing projects, you’ll start with the same project management principles that other teams and industries use. But marketing project management differs from the traditional project management approach in a few ways, which we’ll cover below. 

The five project management phases are:

Performance

In marketing project management, you’ll add a marketing strategy phase where you’ll gather market research and data and use your findings to set your project plan in motion.

Why is marketing project management important?

Marketing project management is important because how you manage a project impacts everyone involved with the marketing campaign. When you use the right methodology, others will follow your lead and reap the benefits of your strong leadership. 

Picture yourself at the center of the project. As the circle expands, more people get involved in the project. Once you realize you’re only the first person in the project life cycle, it’s easier to see why project management is so important.

Why is marketing project management important?

It takes a village to manage a marketing project. The three most important stakeholder groups are:

The marketing project manager:  As the leader and facilitator of marketing campaigns, you’re at the center of everything that happens during a marketing project. This includes things like project timeline delays, email marketing troubleshooting, and KPI monitoring. 

Internal stakeholders: Internal stakeholders are team members within your organization who have a stake in your project. These people may include executives, sales representatives, creatives, or technicians. How you manage your marketing campaign affects internal stakeholders. They’re often either involved with the marketing campaign, impacted by the campaign’s deliverables, or informed about your overall goals.

External stakeholders: External stakeholders are people outside of your organization who have a stake in your project. These people may include vendors, end users, clients, or investors. You’ll need project management skills to keep external stakeholders informed and satisfied with your project deliverables.

10 steps of the marketing project management process

The marketing project management methodology has 10 key steps. While your marketing agency may tackle complex projects in niche areas like SEO or social media, you can use these steps as a general framework for most marketing campaigns.

The marketing project management process

You can divide the 10 steps below into five project phases. These five phases resemble the traditional project management phases, but they also include additional marketing strategies to ensure you’re setting yourself—and your marketing project—up for success. 

Objectives and analysis

The goal of the objectives and analysis phase of marketing project management is to focus on planning your marketing campaign. This involves defining the project’s end goals and outlining success metrics.

Define end goals: Make your end goals clear at the beginning of every project you work on. That way, team members know what to strive for during project execution and stakeholders know what to expect. 

Identify success metrics : It’s critical to identify KPIs at the beginning of your campaign so you can use these metrics to monitor your progress throughout the project lifecycle. 

Marketing strategy

Use your project objectives from phase one to drive your marketing strategy. During this phase, you’ll also use market research and data to find the most effective way to achieve your strategic goals .

Pinpoint your audience: Identifying your target audience is the first step to achieving a high ROI. Your target audience is the group of people who are most likely to resonate with your brand. If you can reach this audience, you increase your chance of selling your product or service. 

Set message and CTAs: Determine the message you want to send to your target audience. Your message should include strategic calls to action for your product or service. 

Project scheduling

Your marketing campaign may require creative assets and a detailed plan of how and where to distribute these assets. During the project scheduling phase, establish a team to assist you with asset creation. 

Clarify scope: Clarify your project scope so everyone knows the limitations of your project timeline, resources, and budget. It's also important to ensure stakeholders are aware of the project scope to limit change requests.

Delegate tasks : Delegating work is crucial if you hope to stay organized and avoid duplicate work. Create a project timeline and assign tasks to team members. Use a Gantt chart or other task management tool so team members can visualize project milestones and dependencies between tasks. 

Campaign launch

After you’ve scheduled your campaign, the action begins. This is the phase when your team develops your creative assets and sends them out to the masses. This part of marketing project management is exciting because you get to see your strategy in motion. 

Create project deliverables: Produce deliverables that will outshine your competitors’ and wow your audience. Employ a team of writers and graphic designers that can deliver your message using strong copy and impressive visuals. 

Distribute across marketing channels: Determine which marketing channels will help you reach your target audience and when they’re on them. Place your deliverables across these channels so you get as many eyes on them as possible.

Monitor and review

Use the success metrics you set during the project planning phase to monitor your project progress. Once you’ve tracked your progress, you can also  use your performance results to learn lessons for future projects . 

Monitor results: Use project management software to monitor your KPIs in real time. Once you’ve launched your marketing campaign, you can assess how well your campaign performed and what adjustments you should make to your future marketing strategy.

Set future standards: Use any lessons you learn from monitoring your campaign to set standards for future projects. For example, if your campaign performed poorly with a specific age bracket, set audience limitations on this group for future campaigns.  

Common challenges in marketing campaigns

Many marketing teams face challenges when implementing their marketing campaigns. Luckily, the most common challenges are preventable or easily mitigated with marketing project management. 

4 common challenges in marketing

Use the solutions to the challenges below as part of your marketing project management workflow.

1. Project risks

Marketing campaigns experience risk in many areas, and it’s difficult to predict what these risks will be or when they’ll occur. But if you’re not prepared to mitigate a project risk once it takes hold, the problem can affect project quality. Some common areas of project risks include:

Technical risk: Technical risk can particularly affect email or digital marketing campaigns . Security incidents, cyberattacks, password theft, or service outages could delay a marketing campaign or derail it completely. 

Market risk: These are risks that affect the entire market. These may include risk of recession, margin risk, interest rate risk, and currency risk. While these risks are uncontrollable, your team can prepare for them so you can react quickly if they do happen.

Organizational risk: Organizational risk occurs from issues with internal operations. Events that fall under this category include reputational damage, communications failure, lawsuits, and supply chain disruptions. 

Solution: Use project risk management to prevent and mitigate risk in your marketing campaigns. During the planning phase, set up a risk analysis to assess which project risks are most likely to occur, as well as which risks are of highest priority. Then, use insights to shape your campaign and prepare for potential mishaps. 

2. Scope creep

Scope creep occurs when your marketing campaign expands beyond the initial expectations you set. Marketing campaigns often suffer from scope creep because teams don’t establish clear requirements during project planning. If you don’t communicate your limitations to stakeholders, they may request changes that your project team has trouble keeping up with. 

Solution: Define project objectives during the initial stages of your marketing campaign and share these objectives with your stakeholders. Maintain clear lines of communication so your stakeholders understand your project requirements, including the limits of your project timeline and budget . If necessary, you can also establish a change control process to regulate change requests.  

3. Poor communication with stakeholders

Poor communication with stakeholders is a challenge many marketing teams face . You can see above that this challenge has consequences, with scope creep being just one of those consequences. Other consequences of communication issues include:

Unclear project expectations 

Inconsistencies in goals and results

Reduced team morale

Insufficient project funding

Duplicate work

Solution: Use project management software to establish a strong line of communication with stakeholders. Share real-time updates with everyone involved in your marketing campaign, and encourage stakeholders to provide feedback along the way. Set project milestones as checkpoints for collective evaluation of the campaign.

4. No single source of truth

Marketing teams that rely on face-to-face, email, phone, or video chat to communicate with stakeholders will experience challenges when managing their marketing campaigns. You shouldn’t retire these traditional forms of communication, but they don’t offer essentials like:

Document sharing

Real-time status updates

Software integrations

Task management

Central source of truth

Your marketing strategy should be transparent to all stakeholders. Transparency strengthens team communication and improves project quality.

Solution: Use project management software as your single source of truth. There are many types of project management with varying levels of functionality. Some tools compile your project information, while others compile information from outside sources. Use a tool like Asana to customize project views and keep everyone—from team members to stakeholders—on the same page.

Use project management software to structure your marketing strategy

Marketing project management can eliminate some of the common challenges faced by marketing departments. When you use a structured management methodology, you’ll improve communication flow and streamline your work process. Use project management software to promote collaboration among stakeholders and to establish a single source of truth. 

MarTech

How to make the most of your marketing work management solution

T oday, B2B marketing teams must tackle the challenge of handling intricate workflows, enhancing communication, and fostering efficient collaboration. Traditional project management tools might not fully meet the requirements of B2B marketing teams.

That’s where marketing work management solutions step in. These solutions go beyond project management, simplifying and revolutionizing critical business processes for better outcomes and performance.

What are marketing work management solutions?

Work management solutions cover the management of individual and team workflows and workloads, whether for a project or organizational operations. They bring structure to day-to-day work, streamline and automate workflows and enhance communication and collaboration across teams. 

These solutions offer flexibility and empower B2B marketing teams to effectively coordinate individual workloads and team workflows. Examples of marketing work management solutions include Wrike, Asana and Monday.com.

Dig deeper: What is marketing work management?

The role of marketing work management solutions

Marketing work management platforms do more than just project management. They give teams a shared workspace to collaborate, organize tasks, manage resources, track time and streamline communication. These platforms go beyond traditional project management and offer the following benefits:

  • Structure to team’s day-to-day work: Marketing work management platforms help bring some order to the chaos of daily tasks by providing a one-stop hub to manage all work activities.
  • Workflow optimization and automation: These platforms come with automation features that make life easier by getting rid of manual work and simplifying repetitive tasks. By automating project templates, assigning tasks and setting due dates based on project start or due dates, teams can save time and avoid mistakes.
  • Utilization of project templates: Marketing work management platforms let teams create standardized templates for reproducible projects that happen often. This guarantees consistency and efficiency across similar projects like webinars, newsletters, blog posts, etc.
  • Resource management and time tracking: Efficient resource allocation is a must for successful project execution. These platforms help teams manage resources effectively and track time spent on each task, making sure resources are used optimally.
  • Communication and collaboration: These platforms make it easy to see who’s working on what and the status of projects, promoting smooth communication and collaboration. Team members can effortlessly share and discuss task-specific details within the platform, boosting productivity and alignment.

Building a knowledge base for effective implementation

To get the most out of a marketing work management solution, it’s crucial to create a knowledge base that explains how to use the tool within your team or organization. This knowledge base should include guidelines on:

  • Figuring out when to use the work management tool versus other tools to make sure everyone on the team is on the same page.
  • Starting projects and tasks through various channels like email, Slack/Teams, meetings or request forms. Sharing examples and best practices for managing requests from each channel ensures clear and efficient communication.
  • Setting role-based permissions to create projects and update key project details like task due dates, assignees and milestones.
  • When it comes to outlining processes within the system, it’s important to document your work in task descriptions, use comments for task-specific discussions and update task statuses for easy tracking and accountability.
  • Having clear and concise naming conventions for projects and tasks is key . You can use a drill-down method like Project > Project Folder > Project Task and follow naming convention rules by using numbers, dates and verbs. This not only improves understanding but also saves time.

Creating dashboards for effective monitoring

Dashboards are super important because they keep stakeholders in the loop about project progress without bombarding them with too much info. Marketing work management platforms have different types of dashboards available. Cool, right?

Here is a breakdown of the type of dashboards you can utilize in your marketing work management solution:

  • Team dashboard: This type of dashboard gives you a bird’s-eye view of all the projects, helping team members see their workload at a glance. It’s a super helpful tool for team meetings to chat about project status and make sure everyone is on the same page.
  • Individual dashboards: Team members can create their own personal dashboards to stay on top of their current and upcoming projects, tasks waiting for review or approval and any mentions they receive. Managers can also use these dashboards in one-on-one meetings to track progress and discuss performance.
  • Read-only stakeholder dashboards: By creating read-only dashboards for stakeholders, you can make sure they have access to all the department or project-specific info they need – from status updates to deadlines and important details. This way, stakeholders can stay informed without having the power to edit critical project elements.

Dig deeper: 6 reasons why you need a marketing work management tool

Leveraging blueprints and templates for reproducible projects

To make things smoother when working on recurring projects, marketing work management solutions have your back with standardized templates. These templates act as blueprints for repeatable projects like webinars, newsletters, tradeshows, blog posts and more.

By duplicating templates, you can automatically assign project owners, task owners and reviewers and set due dates and dependencies based on project timelines. This saves you time and guarantees consistent project execution.

Streamlining project requests with request forms

Efficiently managing project requests is super important for keeping the team productive. Marketing work management platforms have these handy request forms that make it a breeze to submit project requests. By having all the requests in one place, teams can get all the info they need upfront, without delays or back-and-forth. Plus, you can set up automation features to assign projects and create tasks using templates. It’s all about streamlining the planning process!

In a nutshell, marketing work management solutions are the way to go for smoother processes and better collaboration in marketing teams. They boost productivity, improve results and deliver top-notch performance. With knowledge bases, dashboards, templates and request forms, you can fully tap into the power of marketing work management software, making sure your projects run like clockwork.

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How to make the most of your marketing work management solution

I Tried 10 AI Project Management Tools to See if They’re Worth It (Results & Recommendations)

Published: February 14, 2024

AI project management tools simplify decision-making, keep projects rolling, and streamline communications. Pick the right project management tool, and you could save hundreds — even thousands — per year.

women use ai project management tools

I started in digital project management nine years ago, and AI project management tools were unheard of. The project management role was different than it is today.

Project managers were doing a lot of manual admin and repetitive tasks while keeping everything together and bringing those all-important soft skills to clients and internal teams who were busy getting the job done.

It was a lot. If you’re reading this, you might still be working like that: more spreadsheets than you can bear to think about, project managers stressed with deliverables and shaky briefs, leaving the team to use their best guess.

Today, my workflow relies on AI tools to keep my clients and team happy.

Sign Up to Try HubSpot's AI Tools

The tools take much of the project management, leaving me and the team with the mental capacity to do what humans do best: build and nurture relationships, send thoughtful updates, and deliver even faster than we could ten years ago.

With the right AI tool, your workflow could look more streamlined with happier staff at work.

Naturally, the AI project management tool you select will depend on how you want to use it, but this article should give you a solid guide for choosing the right AI project management tool for you.

I’ve included my review of each tool, how I found it, the AI features, the price, and who I think it’s best for.

What does AI project management software do?

Testing ai project management tools, the scenario, 10 ai project management software.

AI project management software can help manage and organize projects and teams.

They’re commonly used for automating routine tasks, managing production schedules, storing files against projects and tasks, and providing a central hub with all content related to a project.

With the rise of AI, you can automate workflows, remove decision fatigue with predictive analysis, bolster productivity, and essentially hire a digital assistant who’s there to support you every day.

Project management tools are worth every penny and will pay for themselves in productivity. But if you’re worried about budgets, plenty of brilliant free project management tools exist.

I’ve tested AI project management and many other marketing tools for years. I have to admit it: I love trying and testing tools.

It’s almost a problem because, in the digital world, it’s very easy to get overwhelmed by choice and distracted by the next amazing new development.

But I can’t see myself stopping anytime soon. In fact, I committed myself to try more tools in the future.

Embracing the development of new tools is a fast track to an easier life, a streamlined business, and a to-do list that is as satisfying as it is productive. And, in case you’re wondering, it’s not just me saying this.

Of those surveyed in Hubspot’s State of AI report , respondents estimated they save two hours and 24 minutes per day when using AI compared to not. Automating manual tasks is estimated to save two hours and 16 minutes per day.

The time saved using AI is significant. All you need to do is find the one that suits you and your needs, and I’ve run extensive tests to help you out.

When I’m testing AI project management tools, I want a tool that:

  • Feels intuitive to use.
  • Manages projects, tasks, and sub-tasks.
  • Makes my team feel happy (and not overwhelmed!).
  • Streamlines communications related to projects and/or tasks.
  • Has integration options so that my business can scale with the tool.

I judged the tools tested in this article by these factors:

  • How well the tool replicates or replaces human action.
  • AI functionality.

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The scenario is close to my actual life as a marketer. I run many projects with fully remote teams internally and externally (my team and the client’s team).

We all need to work harmoniously in a central location.

The project needs to be well structured with some flexibility for changes. All team members need to add comments, set tasks, and have some accountability tracking to keep the project moving.

Finally, the AI project management tools must take some elements of the project. These tasks must be monotonous, undesirable for the humans involved, and safe enough for AI intervention.

AI project manager software; Asana

  • Individuals get started for free (This is all I’ve needed in the past, but now I have outgrown it)
  • Starter package is $10.99 per user a month, billed annually
  • Advanced package is $24.99 per user a month, billed annually
  • Traditional project management without customization
  • Small teams and individuals

AI project management tools, ClickUp

How I Discovered Trello

Trello was a tool I used many years ago. It was the first project management tool I was introduced to in 2011. I used Trello to manage content as part of a small marketing agency.

How Trello Supported My Project Management

I still use Trello today. It’s in my project management arsenal, even with Asana for client projects.

I like Trello because it is simple. For clients who don’t have many projects, I turn to Trello. It’s intuitive and easy to use, people get on board with it quickly, and the free package is enough for how I use it.

I don’t think Trello suits companies looking to scale, but it's perfect for small projects or teams.

Strategy AI

Tello’s Strategy AI helps with general project management and productivity. You can use the software to control who sees what project, and projects or tasks are marked with priority to keep the team working on the most important tasks first.

Trello is one of the cheapest project management tools. It is also one of the most simple.

  • Get started for free
  • Standard is $5 a user per month, billed annually
  • Premium is $10 a user per month, billed annually
  • Enterprise is from $7.38 a user per month, depending on seat quantity, billed annually
  • Small teams
  • Individuals
  • Small and few projects
  • Content management

ai project management tools, Motion

How OneCal Supported My Project Management

While OneCal isn’t managing projects, it is keeping my workload manageable and the monotony of checking multiple calendars at bay. This means I can go to any calendar for an accurate display of what’s happening in all of my calendars.

Ultimately, it saves me a lot of time and rids me of calendar anxiety.

For those who don’t use Motion, OneCal also has a booking system.

Calendar Syncing

Once you’ve integrated OneCal with your calendars, you’ll have synced calendars everywhere .

Booking Links

You can set up a booking system so your meeting guests can book a slot in your calendar at a time that suits you (and them!).

With this system, you can set buffer times and avoid back-to-back meetings, and your guests can easily see available slots in their time zones.

  • Starter is just $4 a month billed annually (this is all I needed)
  • Essential $8.30 a month billed annually
  • Premium $25 a month billed annually
  • Anyone using multiple calendars or wanting to streamline the meeting booking process

AI project management tools, Notion

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Kamaz now owns logistics company headed by former Globaltruck CEO

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MOSCOW. Aug 22 (Interfax) - Kamaz is now the main investor in JSC National Carrier, which was registered in July with the participation of Globaltruck group's former CEO, Ilya Sattarov, and Kamaz plans soon to present the startup publicly.

"We have acquired a logistics company. Come to Comtrans 2023 a bit later, and we will tell you everything about it and present it. Digital services and digitalization are the direction in which Kamaz will move going forward," PJSC Kamaz Marketing Director Ashot Arutyunyan said on Tuesday at a session of the Moscow International Automotive Forum 2023.

Arutyunyan confirmed to Interfax on the sidelines of the forum that the matter involved the purchase of JSC National Carrier, whose co-founder and CEO is Ilya Sattarov, who is the former CEO of the Globaltruck group, PJSC Globaltruck Management , in which the Monopoly logistics group recently acquired control. Arutyunyan has commented neither on the composition of the new joint-stock company's owners nor on the distribution of shares in it, having only noted that the company is a Kamaz startup.

As reported, Sattarov-headed JSC National Carrier was established on July 7 in Moscow with charter capital totaling one billion rubles. The company registered two branches, one in Yekaterinburg and one in Elektrostal, the Moscow Region, in early August. According to the Unified State Registry of Legal Entities (USRLE), National Carrier specializes in automotive logistics and related activities, including digitalization processes.

A National Carrier representative previously told Interfax that, "the company plans to organize FTL transportation by roadway, using its own fleet, as well as the resources of hired carriers." The representative said that the carrier's fleet was planned at the initial stage to be 400 couplings of tractors and semi-trailers, based on dry/curtain and refrigerated semi-trailers at a 50/50 ratio. The company intends to operate primarily along domestic routes.

The National Carrier representative said that the company has preliminary agreements with large customers among marketplaces and in retail, as well as in the FMCG and DIY segments. "We are planning for much demand in carrying capacity by the end of the year, thus there is interest on the part of customers," the representative noted.

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IMAGES

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  2. 10 marketing management tasks

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COMMENTS

  1. Marketing management tasks: 8 responsibilities to master

    1. Building marketing strategies and campaigns The most important marketing management task is planning and developing strategies and campaigns. While managers don't do all of this work by themselves (that's what the rest of the marketing team is for), they do play a key part in this process.

  2. Marketing Management: What Is It and Why Does It Matter?

    Some essential marketing functions of marketing management include managing, analyzing, and aligning with a company's goals. Marketing management aims to provide cohesion and direction for campaigns or other marketing efforts. It's a data-driven, strategically planned system supervised by professionals working in marketing management.

  3. What Is Marketing Management? An Essential Introduction

    In short, marketing management is the process of planning, executing, and tracking the marketing strategy of an organization. This includes the marketing plan, campaigns and tactics used to create and meet the demand of target customers to drive profitability.

  4. Marketing Management: What Is It and Why Does It Matter?

    Marketing management is vital to a business's ability to generate revenue, create a brand, and better understand its customer base. Marketing management works to ensure a company is profitable by gaining new customers, expanding a customer base, building a company's reputation, and improving customer interactions.

  5. Career Guide: What Does a Marketing Manager Do?

    What Does a Marketing Manager Do? Key Job Duties, Salary, Skills Needed, and More by Shelby Simon Updated 3/25/2021 Klaus Vedfelt/Getty Images Marketing managers are ubiquitous in the professional world; they can be found across nearly every industry and in every size and type of company.

  6. What Is Marketing Management? (Updated 2023)

    Marketing management involves developing and implementing strategic marketing programs, processes, and activities that align with wider business objectives, while utilizing customer insights, tracking metrics, and optimizing internal processes to achieve success. Being an effective marketing leader is more complex than it sounds.

  7. Marketing campaign management: 7 steps for success

    The campaign management process, in 7 steps. Marketing campaign management can seem complex, but it doesn't have to be. We've broken the process down into seven steps, so it's clear how to get started. 1. Set goals. Setting campaign goals (and linking them back to broader marketing goals) is an essential first step.

  8. Marketing Management Tasks to Prioritize for Successful Results

    Marketing Management Tasks to Prioritize for Successful Results Jump to section It's best to approach marketing management with an organized list of tasks and appropriately prioritize that list to ensure you're getting everything done.

  9. Marketing task management: A guide to workflows for marketers

    March 30, 2021 Marketing task management: A guide to workflows for marketers Take control of your projects and manage all of your marketing tasks in an organized, efficient way with Welcome's marketing task management software. Running a complex marketing campaign can be overwhelming.

  10. What Does a Marketing Manager Do? A Guide

    Marketing managers organize and manage marketing campaigns to raise awareness of and generate demand for products and services. This broad definition can encompass a wide variety of activities including: Designing, managing, and evaluating marketing campaigns Directing social media engagement strategy Managing budgets for marketing campaigns

  11. Marketing Manager Checklist: An 8-Point Marketing Task List

    1. Verify your marketing budget Before you dive into digital marketing, the first item you must check off your marketing to-do list is verifying your marketing budget. You can't invest in marketing strategies without knowing what you can afford. How to Plan a Marketing Budget for 2024

  12. What Is the Role of a Marketing Manager?

    A marketing manager leads the promotion of a product or business — by crafting compelling stories and managing strategic campaigns. In this mid-level role, it helps to have a wide range of marketing experience and skills such as communication, creativity, and decision-making.

  13. What Is Marketing Management? Definition, Meaning, Functions, Tasks

    Marketing Management Definition. " Marketing management is 'the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value' (Philip Kotler and Keller, 2008: 5).". Marketing management by Philip Kotler defines as "the analysis, planning ...

  14. What Is Marketing Management? Features, Objectives, & Tasks

    Characteristics of Marketing Management Art and Science Market Segmenting, Targeting, and Positioning Value Creation and Delivery Objectives of Marketing Management Creation of New Customers Customers Need Satisfaction and Retention Sustain and Enhance the Profitability of Business Upgrade the Living Standards of Customers

  15. 13 Marketing Management Tips To Organize Your Strategy ...

    Marketing Management Essential #2: Your Team. Understand The Soft Skills You'll Need To Manage People. Understand How Your Team Is Structured. Understand How To Ensure You Have The Right Skills On The Team. Understand Your Team's Time & Capacity. Understand How To Measure Team Performance & Output.

  16. Marketing Management Tasks

    Marketing Management Tasks. Figure 1.4 summarizes the three major market forces, two key market outcomes, and four fundamental pillars of holistic marketing that help to capture the new marketing realities. With these concepts in place, we can identify a specific set of tasks that make up successful marketing management and marketing leadership.

  17. Marketing Management: Meaning, Process, Philosophies

    Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

  18. Marketing Project Management: Build a Strategy [2023] • Asana

    The five project management phases are: Initiation. Planning. Execution. Performance. Closure. In marketing project management, you'll add a marketing strategy phase where you'll gather market research and data and use your findings to set your project plan in motion. Free marketing strategy template.

  19. Marketing Management Tasks

    Marketing Management Tasks: With holistic marketing as a backup, we can identify a specific set of tasks that make up successful marketing leadership. Some of the essential tasks are being: Figure: Marketing Management Tasks

  20. 37 Tasks Every Marketer Should Automate

    Email Tasks. 1. Delivering Content Downloads. One of the most effective areas of your marketing strategy to automate is email. As one example, you can set up automated emails to deliver content opt-ins such as reports, ebooks, and free templates.

  21. How to make the most of your marketing work management solution

    Marketing work management platforms do more than just project management. They give teams a shared workspace to collaborate, organize tasks, manage resources, track time and streamline communication.

  22. What is Marketing Automation?

    Marketing automation is the use of software and technology to automate repetitive, manual marketing activities. ... Partnering your marketing automation platform with a customer relationship management platform further strengthens your marketing tactics. ... Automating your marketing tasks seems like a dream come true for many companies, ...

  23. I Tried 10 AI Project Management Tools to See if They're Worth It

    Summaries and Tasks. The AI will summarize the video, which gives recipients the video and a written summary. The task list is handy for project management. Loom highlights any tasks mentioned in your video so you can easily add tasks generated from the meeting in project management software or highlight them to team members for accountability ...

  24. 5P85TM Launch Unit for S-400

    First S-400 btln, Elektrostal Moscow.

  25. Yedaiah International Logistics Group

    As one of the world's leading supply chain management companies. Satisfied Clients. Provide best-in-class services across its integrated worldwide network. Tons of Goods ... Marketing Marketing. The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites ...

  26. Kamaz now owns logistics company headed by former Globaltruck CEO

    Aug 22 (Interfax) - Kamaz is now the main investor in JSC National Carrier, which was registered in July with the participation of Globaltruck group's former CEO, Ilya Sattarov, and Kamaz plans soon to present the startup publicly. "We have acquired a logistics company. Come to Comtrans 2023 a bit later, and we will tell you everything about it ...

  27. Московский метрополитен. Moskovsky Metropoliten. Moscow Metro

    Видео, аудио, фото: Московское метро в 2015 году.