Wrike's Ultimate Guide To Marketing Management

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.

So, what is the role of marketing management in a wider business context and how does it help organizations plan for the future, understand their customers, improve internal processes, and create valuable products and services? Discover all of this and more in our quick marketing management guide.

What is marketing management?

The role of marketing management is centered on creating, planning, and implementing strategies that will help achieve wider business objectives. 

These professionals 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 just teach. They have to understand their students, create methods and strategies for passing on information, and track student progress through metrics and achievements. 

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

What are common marketing management processes?

Managers can use these processes to optimize marketing efforts from all angles. Some common processes include: 

  • Market and customer analysis: This marketing management 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: Analysing the success of marketing programs and activities is a crucial process. It informs how future activities will be planned and implemented. 

Marketing management philosophies

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

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 marketing 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 marketing 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 like 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 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 2 million+ customers choose Wrike.

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