California Occupational Guides

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Detailed Guide for

Marketing Managers in California

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
TaskSkill 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
Source: U.S. Department of Labor Occupational Information Network (O*NET)

Working Conditions

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 2020 for Marketing Managers in California is $161,160 annually, or $77.48 hourly. The median is the point at which half of the workers earn more and half earn less.

Change to Hourly Wages
Annual Wages for 2020Low
(25th percentile)
(50th percentile)
(75th percentile)
Source: EDD/LMID Occupational Employment Statistics Survey, 2020 Wages do not reflect self-employment.
View Wages for All Areas


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 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 15.5 percent, or 5,400 jobs between 2016 and 2026.

Estimated Employment and Projected Growth
Marketing Managers
Geographic Area
(Estimated Year-Projected Year)
Source: EDD/LMID Projections of Employment by Occupation
View Projected Growth 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.

Continuing Education

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 TitlePercent of Total Employment for Occupation in California
Management of Companies and Enterprises12.1%
Computer Systems Design and Rel Services11.8%
Management & Technical Consulting Svc10.0%
Other Information Services5.4%
Software Publishers4.8%
Source: EDD/LMID Staffing Patterns

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 and CalJOBSSM at

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.

Related Occupations

Below is a list of occupations related to Marketing Managers with links to more information.

Advertising and Promotions ManagersProfile
Graphic DesignersGuide
Market Research Analysts and Marketing Specialists*Guide
Producers and DirectorsProfile
Public Relations and Fundraising ManagersProfile
Sales ManagersGuide
Sales Representatives, Wholesale and Manufacturing, Except Technical and Scientific ProductsGuide
Wholesale and Retail Buyers, Except Farm ProductsProfile
Writers and AuthorsProfile

Other Sources

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.

SOC - Standard Occupational Classification11-2021
O*NET - Occupational Information Network
   Marketing Managers11-2021.00
   Interest Codes (RIASEC)ECA
CIP - Classification of Instructional Programs
   Apparel and Textile Marketing Management 190905
TOP - Taxonomy of Programs (California Community Colleges)
   Fashion Merchandising130320