How to become a marketing manager

Marketing is an exciting career field with a lot of variety. If you envision someday planning campaigns, managing budgets, building content strategies and leveraging analytics to optimize performance, read on to discover how to become a marketing manager. 

Learning how to direct a marketing team — or embarking upon any career — often starts by deciding what success means to you. Is making a lot of money important to you? Maybe you want to manage a team of people, or maybe you want to work alone. Some people define success as giving back to their communities. Everyone is different, so your goals require reflection and clarification.

Once you establish your main goal, you’ll need to figure out the smaller goals to get there. Let’s say you’ve decided you want a career in marketing. What education do you need, and how long will it take? What internships or entry-level jobs will help you on your way? If you’re already working, do you need more formal education or short, upskilling courses?

Research what’s involved to meet each step, and then create a realistic timeline to achieve your ultimate goal. 

Marketing managers start their careers in many different ways, and there are quite a few paths, but earning a degree in marketing is a smart first step.

According to the U.S. Bureau of Labor Statistics (BLS), candidates typically need a bachelor’s degree in business or a related field like communications to qualify for marketing management roles. 

Marketing managers perform many tasks, so there is a lot to know. Here are a few of the classes you might take while pursuing a bachelor’s degree in marketing:

• Marketing communications
• Consumer behavior
• Marketing analysis
• Brand management
• Market trends

You’ll also likely take some general business courses like:

• Organizational behavior
• Operations management
• Business law and ethics
• Forecasting, accounting and budgeting

Of course, there are many other classes — both required and elective — you’ll need to prepare for a career in marketing, but these give you an idea of what you’ll be learning.

As discussed, there are many specialties within marketing. Think again about your interests before settling on a specialization.

You may have a desire to create beautiful images and copy that will grab attention and convert prospects into customers. Or maybe you’re more interested in A/B testing and analytics. Or perhaps you spend your spare time on social media and want to turn that into a career. In such a wide field as marketing, there’s something for almost anyone. 

No matter which direction you choose, you’ll need a variety of skills to prepare for your goals in the marketing world. According to BLS, these include:

• Analytical skills
• Communication
• Creative skills
• Decision-making
• Interpersonal skills
• Organizational skills

Getting a marketing role, or any role for that matter, may be easier if you have a strong network of contacts in the field. Not only can a strong network help keep you informed of industry trends, but it can also connect you to potential opportunities.

You can easily find groups for marketing professionals and students on LinkedIn^®, Facebook^® and other marketing career-related sites. There may be local events in your area as well. Make connections with as many of your fellow marketers as you can and stay in touch. Ask them for advice or even a mentorship — many people love the opportunity to give back to those just starting their careers.

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A good portfolio is integral to building a career in marketing, especially for opportunities that require a portfolio as part of the application process.

Start building a website (many platforms offer free and easy templates) and add your class projects, design work, articles, social posts and other related assets. Showcase your volunteer work as well. Presenting your practical experience will help build credibility for your skills and abilities. 

Internships are a great way to gain real-world experience, network and learn digital marketing tools you might need in a future role. You’ll also be able to learn skills you may not have acquired in your marketing program.

Internships will also help you add to your portfolio, grow your network and gain professional references.  

The job outlook for marketing managers is positive: BLS projects growth at a rate of 8% between 2023 and 2033, which is faster than average.

As of May 2023, the salary for a marketing manager ranged between $79,600 and $239,200, with a median of $157,620, according to BLS.

With a positive job outlook and salary potential, becoming a marketing manager can be compelling to those interested in the field.

Salary ranges are not specific to students or graduates of University of Phoenix. Actual outcomes vary based on multiple factors, including prior work experience, geographic location and other factors specific to the individual. University of Phoenix does not guarantee employment, salary level or career advancement. BLS data is geographically based. Information for a specific state/city can be researched on the BLS website.

BLS Occupational Employment Projections, 2022-2032, is published by the U.S. Bureau of Labor Statistics. The data reflects BLS’ projections of national (not local) conditions. These data points are not specific to University of Phoenix students or graduates.