With technology changing the way we live and work, more and more people are exploring the opportunities that arise from online learning. While some prefer to learn via campus lectures with a traditional classroom setting, others may find the flexibility of an online degree more appealing.

To meet the demands of the modern workforce, many universities have established rigorous online MBA (Master of Business Administration) and bachelor degrees to provide workers with flexible learning options that fit into their schedules. The same goes for marketing managers who may require a further qualification to keep up with the demands of their jobs in today’s ever-evolving digital world.

But what exactly is marketing management and how can you get a qualification in it? Is an online degree in marketing management achievable? Can you get a marketing bachelor degree online?

Marketing Management Is The Management Of Marketing

To understand the role of marketing management, let’s examine the various functions that marketing performs. The Oxford Dictionary defines marketing as “the activity of promoting a brand or a product through advertising and sales channels and analyzing the results of that activity.”

While the meaning is not exactly the same, the marketing manager’s scope of responsibility is often described as including “brand management, strategy, and planning, along with the analysis of marketing and sales data.”

This broad remit makes marketing management a unique and valuable qualification for anyone interested in the field. As a marketing manager, you will exercise sound judgement in prioritizing and allocating resources to achieve organizational goals while maintaining key performance indicators. You will also be required to analyze market changes and predict future consumer behavior.

But what does all of this mean in practice?

Responsibilities

• Planning and organizing marketing activities including strategy, budgets, and marketing plans.
• Developing marketing communications including sales and marketing presentations, press releases, and website content.
• Conducting marketing research and analyzing data to inform decision-making.
• Determining market share and analyzing trends in the marketplace.
• Assisting in the analysis of marketing and sales campaigns, and recommending improvements to promote increased sales.
• Monitoring and evaluating the performance of marketing activities against set benchmarks.
• Managing change and implementing new marketing strategies as needed.

But how exactly does one become a marketing manager?

Requirements

To qualify for a marketing bachelor degree, you will typically need to have a bachelor’s degree in marketing or business administration. Many employers also expect you to have had experience in a marketing or business related field. However, the nature of an online degree means that you can gain relevant work experience, while continuing your studies. You do not have to stop your education when you start a job in marketing.

On the other hand, many employers may prefer you to have an online degree because they can access and review your academic record without having to check your curriculum vitae (resume). 

While the nature of an online degree means that you do not have to live in a certain location to study, it does require you to access the university’s online resources, effectively “virtual” learning. You may also need to take online courses to complement your studies and gain additional skills, depending on what is available through the university’s website.

Key Responsibilities Of A Marketing Manager

Based on your role, you may be responsible for specific responsibilities such as:

• Planning and organizing marketing activities including strategy, budgets, and marketing plans.
• Developing and maintaining effective working relationships with internal and external stakeholders.
• Conducting marketing research and analyzing data to inform decision-making.
• Determining market share and analyzing trends in the marketplace.
• Assisting in the analysis of marketing and sales campaigns, and recommending improvements to promote increased sales.
• Monitoring and evaluating the performance of marketing activities against set benchmarks.
• Managing change and implementing new marketing strategies as needed.

But what exactly does all of this mean in practice?

Planning And Organizing

As a marketing manager, you will be responsible for planning and organizing marketing activities including strategy, budgets, and marketing plans. You will work with senior management to assess the effectiveness of current strategies and put forward new ideas to increase the company’s bottom line. In addition, you will assist in the analysis of marketing and sales campaigns, and recommend improvements to promote increased sales.

To succeed in your role as a marketing manager, you need to be a diligent planner and organizer, capable of producing detailed marketing plans that can be effectively implemented. To that end, you may need to take certain courses to complement your studies, sharpen your skills, and become more capable of formulating detailed marketing plans. Alternatively, you may need to study abroad to gain more in-demand skills that can be applied in your job search. While there are no specific courses that qualify you to be a marketing manager, an online degree in marketing management provides you with the flexibility to continue your education and gain in-demand skills that can be applied in your job search.

Developing Relationships

To develop effective working relationships, you will need to understand the motivations and perceptions of other people, including customers, employees, and other stakeholders. To achieve this, you may need to take online courses that help you study human behavior and develop interpersonal skills. You will also be expected to maintain strong working relationships with internal and external stakeholders, especially during times of change.

For example, when a new product is introduced, or a corporate structure changes, developing effective working relationships is key. You may also need to take time to understand the needs of key stakeholders, and establish open lines of communication to ensure everyone is on the same page. In these situations, developing effective working relationships takes time, and that’s where you come in. As a marketing manager, you will be the go-to person for developing open and effective lines of communication, and working together to solve problems. Strong negotiators with a proven ability to develop positive working relationships with all stakeholders will become highly prized employees.

Conducting Research

Marketing managers are responsible for conducting research and analyzing data to inform decision-making. To achieve this, you may need to take certain courses to complement your studies, sharpen your skills, and become more capable of effectively analyzing data. Alternatively, you may need to study abroad to gain more in-demand skills that can be applied in your job search.

For example, you may be advised to undertake further studies to understand the behavior of consumers in specific markets. This could include reviewing market research, analyzing survey data, or using advanced analytical tools to produce intricate reports. This type of research will be vital in helping you determine the most effective marketing strategy for a particular product, or service. It could also involve exploring the competitive landscape, identifying potential threats, and formulating a game plan to counter them.

Deciding Market Share

As a marketing manager, you will be responsible for determining market share and analyzing trends in the marketplace. This includes assessing the performance of current strategies and putting forward new ideas to increase the company’s bottom line. It also involves monitoring and evaluating the performance of marketing activities against set benchmarks, and recommending improvements to promote increased sales. This decision-making role requires a high degree of analytical thinking, and attention to detail. You will need to be a good planner and organizer to form a clear picture of the current situation, and then be able to articulate precisely why certain decisions were made. A marketing degree can also prepare you for a role in government, where you could use your analytical skills to assess the effectiveness of current legislation, and propose new ideas to increase industry competitiveness.

Recommend Improvements

As a marketing manager, you are also responsible for suggesting improvements to promote increased sales. This could involve suggesting new product lines, developing effective marketing campaigns, or implementing new pricing structures. To succeed in this role, you need to have the talent to articulate exactly what would make a product or service more appealing to a target audience, and then be able to convince others that this is the case. In government, for example, you may be called upon to assess industry regulation, identify loopholes, and propose new ideas to increase industry competitiveness.

In short, a marketing manager is responsible for formulating and implementing marketing strategies, analyzing marketing results, and making recommendations for further improvement. In practice, you will need to be a good planner and organizer, able to produce detailed marketing plans that can be effectively implemented. Further studies may also be required to gain in-demand skills, and become more capable of analyzing marketing data, and then making recommendations for further improvement.