Detailed Guide forMarketing Managers in San Diego County
May also be called: Account Supervisors; Business Development Directors; Business Development Managers; Commercial Lines Managers; Commercial Marketing Specialists; Marketing Coordinators; Marketing Directors; Market Development Managers
What Would I Do?
Marketing Managers develop detailed marketing policies and strategies for organizations. They estimate the demand for products and services offered by the firm and its competitors, often with the help of product development and market research team members. In addition, they identify potential markets, such as businesses, wholesalers, retailers, government, or the general public. Marketing Managers develop pricing strategies to help firms maximize profits and market share while ensuring that the firm’s customers are satisfied. In collaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and oversee product development. Marketing Managers work with advertising and promotion managers to promote the firm’s products and services and to attract potential customers.
Marketing Managers' responsibilities vary with the size of the organization. In small firms, the owner or chief executive officer might conduct all marketing activities. In large firms, which may offer numerous products and services around the world, an executive vice president might direct marketing policies.
Marketing Managers use computers and personal digital assistants (PDA) in their work. They may also use software for analytical or scientific functions, customer relationship management, database reporting and user interface, desktop publishing, enterprise resource planning, graphics or photo imaging, presentations, project management, and transactions.
Important Tasks and Related Skills
Each task below is matched to a sample skill required to carry out the task.
|View the skill definitions|
|Task||Skill Used in this Task|
|Formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers.||Sales and Marketing|
|Identify, develop, and evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.||Judgment and Decision Making|
|Direct the hiring, training, and performance evaluations of marketing and sales staff and oversee their daily activities.||Oral Expression|
|Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, and return-on-investment and profit-loss projections.||Management of Financial Resources|
|Develop pricing strategies, balancing firm objectives and customer satisfaction.||Critical Thinking|
|Compile lists describing product or service offerings.||Writing|
|Initiate market research studies and analyze their findings.||Inductive Reasoning|
|Use sales forecasting and strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.||Administration and Management|
|Coordinate and participate in promotional activities and trade shows, working with developers, advertisers, and production managers, to market products and services.||Active Listening|
Below is a definition for each skill.
|View the tasks to skills list|
|Sales and Marketing||Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.|
|Judgment and Decision Making||Considering the relative costs and benefits of potential actions to choose the most appropriate one.|
|Oral Expression||The ability to communicate information and ideas in speaking so others will understand.|
|Management of Financial Resources||Determining how money will be spent to get the work done, and accounting for these expenditures.|
|Critical Thinking||Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.|
|Writing||Communicating effectively in writing as appropriate for the needs of the audience.|
|Inductive Reasoning||The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).|
|Administration and Management||Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.|
|Active Listening||Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.|
Marketing Managers work in comfortable offices in close proximity to other managers. Most work more than 40 hours a week, including evening and weekend work. They work under pressure when encountering schedule changes or problems, while still meeting deadlines and goals. They may travel to attend meetings or meet with clients.
Workers in this occupation are generally not represented by a union.
Will This Job Fit Me?
The job of Marketing Manager may appeal to those who enjoy starting up and carrying out projects, persuading and leading people, making decisions, and taking risks. Achievement-oriented individuals who value job security and good working conditions should enjoy this type of job.
What Wages and Benefits Can I Expect?
Earnings vary widely by geographic location, employer, level of education, and experience. In addition to their regular compensation, many Marketing Managers earn annual bonuses.
The median wage in 2016 for Marketing Managers in California is $156,572 annually, or $75.28 hourly. The median wage for Marketing Managers in San Diego County is $144,466 annually, or $69.45 hourly. The median is the point at which half of the workers earn more and half earn less.
Most employers offer benefit packages that include health and life insurance, vacation, sick leave, holidays, and retirement plans. Some may also provide company stock options and the use of a company car.
What Do Local Employers Say About Benefits? Of the 22 employers in San Diego County, all provide medical insurance and dental insurance, and almost all provide life insurance, vision insurance, sick leave, and vacation benefits to Marketing Managers who work full-time.
|Percent of Employers Who Provide|
Specific Benefits by Time Base
|Paid Time Off Bank||18%||0%|
Of the 22 employers surveyed who responded in San Diego County, who provides medical benefits, almost all reported that they pay half or more of the cost of medical insurance for full-time, and none reported that they pay half or more of the cost of medical insurance for part-time Marketing Managers.
|Percent of Employers Who Paid Medical |
Insurance by Portion Paid by Time Base
|Portion Paid by Employer:||Full-Time||Part-Time|
|Half or more||86%||0%|
|Less than Half||5%||0%|
What is the Job Outlook?
Marketing Manager jobs are highly sought after. Intense domestic and global competition for consumer products and services drives job growth. Projected employment growth varies by industry; for example, employment is growing faster in scientific, professional, and related services since companies are increasingly hiring contractors for these services. Employment is declining in many manufacturing industries. College graduates with strong communication and computer skills should find the best opportunities.
Projections of Employment
In California, the number of Marketing Managers is expected to grow faster than average growth rate for all occupations. Jobs for Marketing Managers are expected to increase by 21.8 percent, or 6,600 jobs between 2012 and 2022.
In San Diego County, the number of Marketing Managers is expected to grow faster than average growth rate for all occupations. Jobs for Marketing Managers are expected to increase by 26.7 percent, or 640 jobs between 2012 and 2022.
|Estimated Employment and Projected Growth|
(Estimated Year-Projected Year)
Due to Net
|San Diego County|
|View Projected Growth for All Areas|
Annual Job Openings
In California, an average of 660 new job openings per year is expected for Marketing Managers, plus an additional 650 job openings due to net replacement needs, resulting in a total of 1,310 job openings.
In San Diego County, an average of 63 new job openings per year is expected for Marketing Managers, plus an additional 52 job openings due to net replacement needs, resulting in a total of 115 job openings.
|Estimated Average Annual Job Openings|
|Jobs From Growth||Jobs Due to|
|San Diego County|
|View Data for All Areas|
How Do I Qualify?
Education, Training, and Other Requirements
Some employers prefer candidates with a bachelor's or master's degree in business administration with an emphasis in marketing. Course work in business law, management, economics, accounting, finance, mathematics, and statistics are recommended. For positions in technical fields, such as computer and electronics manufacturing, a bachelor's degree in engineering or science, combined with a master's in business administration, is preferred.
Completing an internship or working part-time in retail sales is a good way to gain valuable experience while still in college. Before becoming a Manager, candidates might start out as a field interviewer, designing questionnaires and compiling data, while receiving training from experienced marketing staff.
Computer skills are crucial because marketing on the Internet is increasingly common. Also, the ability to speak a foreign language may increase job opportunities, especially in areas with large Spanish-speaking populations.
Candidates considering this occupation should be responsible and highly-motivated individuals who can make decisions and use good judgment. They also need tact and the ability to handle stress well. They must communicate persuasively, both orally and in writing, with staff and managers at all levels, as well as the public.
Early Career Planning
High school students interested in this kind of work should take classes in business, economics, social science, English, mathematics, statistics, and foreign language.
Work Study Programs
Regional Occupational Programs (ROP) are available in some areas for marketing or business-related occupations. To find an ROP program near you, go to the California Association of Regional Occupational Centers and Programs Web site.
Many companies encourage employee participation in seminars and conferences. In collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Course subjects include brand and product management, international marketing, telemarketing and direct sales, interactive marketing, marketing communication, and market research. Many firms pay all or part of the cost for employees who successfully complete courses.
Certification is not required for this occupation; however, it demonstrates a level of competence and achievement in the field. There are numerous management certification programs based on education and job performance. Some associations offer certification programs for Marketing Managers. For example, the American Marketing Association (AMA) offers a certificate in a Professional Certified Marketer (PCM) program.
For more information, go to the U.S. Department of Labor's Career InfoNet Web site and scroll down to "Career Tools." Click on "Certification Finder" and follow the instructions to locate certification programs.
Where Can I Find Training?
There are two ways to search for training information:
- Search by Field of Study to find what programs are available and what schools offer those programs. You may use keywords such as: Advertising, Business Administration, Commerce, International Marketing, Marketing Management, and Marketing Research.
- Search by Training Provider to find schools by name, type of school, or location.
Contact the schools you are interested in to learn about the classes available, tuition and fees, and any prerequisite course work.
Where Would I Work?
The largest industries employing Marketing Managers are as follows:
|Industry Title||Percent of Total Employment for Occupation in California|
|Management of Companies and Enterprises ||13.8%|
|Computer Systems Design and Rel Services ||7.8%|
|Management & Technical Consulting Svc ||6.3%|
|Other Information Services ||4.9%|
|Software Publishers ||4.8%|
What Employers Say...
The Employment Development Department surveyed 22 employers in San Diego County which employ 66 Marketing Managers. Here's what they had to say:
About Full-Time/Part-Time: All of these firms employ full-time and few employ part-time Marketing Managers.
About Work Experience: Of the 22 employers surveyed in San Diego County, all require new hires to have prior work experience as Marketing Managers. In the table below, percentages may not add to 100% since employers may select more than one time period.
|How Much Work Experience|
Do Employers Require?
|More than 5 years ||32%|
|25 to 60 months ||64%|
|13 to 24 months ||5%|
|1 to 12 months ||0%|
About Recruitment: Of the 22 employers surveyed in San Diego County, most indicate it is moderately difficult to find applicants with experience who meet their minimum hiring requirements, while many indicate it is hard to find applicants without previous experience who meet their minimum hiring requirements to fill vacancies for Marketing Managers.
About Hiring: Of the 22 employers surveyed in San Diego County, almost all expect the number of Marketing Managers they employ to remain stable during the coming year.
|Expect Employment to Increase ||0%|
|Expect Employment to Remain Stable ||91%|
|Expect Employment to Decline ||9%|
About Vacancies: Of the 22 employers surveyed in San Diego County, 50 percent hired Marketing Managers during the past year. Of the hiring firms, 100 percent filled existing vacancies, 9 percent filled newly created positions, and none filled temporary assignments.
Finding a Job
Direct application to employers remains one of the most effective job search methods. Marketing Managers can find jobs through referrals, networking with others in the occupation, and professional associations as well as browsing newspaper classified ads, professional journals, and Internet job listings. College students can register with school placement offices and participate in summer internships. Online job opening systems include JobCentral at www.jobcentral.com and CalJOBSSM at www.caljobs.ca.gov.
To find your nearest One-Stop Career Center, go to Service Locator. View the helpful job search tips for more resources. (requires Adobe Reader).
Yellow Page Headings
You can focus your local job search by checking employers listed online or in your local telephone directory. Below are some suggested headings where you might find employers of Marketing Managers.
- Business Management
- Computer Network Design & Systems
- Computer Software & Services
- Computer System Designers & Consultants
- Consulting Engineers
- Internet Marketing & Advertising
- Management Consultants
- Marketing Consultants
- Marketing Programs & Services
- Semiconductor Devices
Find Possible Employers
To locate a list of employers in your area, go to "Find Employers" on the Labor Market Information Web site:
- Select one of the top industries that employ the occupation. This will give you a list of employers in that industry in your area.
- Click on "View Filter Selections" to limit your list to specific cities or employer size.
- Click on an employer for the street address, telephone number, size of business, Web site, etc.
- Contact the employer for possible employment.
Where Could This Job Lead?
Well-trained, experienced, and successful Marketing Managers may be promoted to higher positions in their own or another firm. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Below is a list of occupations related to Marketing Managers with links to more information.
|Advertising and Promotions Managers||Profile|
|Market Research Analysts and Marketing Specialists*||Guide|
|Producers and Directors||Profile|
|Public Relations and Fundraising Managers||Profile|
|Sales Representatives, Wholesale and Manufacturing, Except Technical and Scientific Products||Guide|
|Wholesale and Retail Buyers, Except Farm Products||Profile|
|Writers and Authors||Profile|
These links are provided for your convenience and do not constitute an endorsement by EDD.
For the Career Professional
The following codes are provided to assist counselors, job placement workers, or other career professionals.