Marketing Manager - Career Guide

• Develop and coordinate the implementation of the company’s marketing strategy
• Design the best possible offering : identify which products to sell and to whom, which ones to launch, which ones to modify, and what to include in the sales pitch
• Establish an annual marketing plan, including quarterly actions and objectives, in line with the allocated budget
• Conduct constant competitive intelligence to monitor the positioning of direct and indirect competitors, as well as market developments
• Define and manage the marketing budget
• Oversee various marketing and communication actions by managing the teams involved
• Monitor campaign results and identify areas for improvement

The responsibilities of a marketing manager can vary depending on the size of the company they work for and the sector in which they operate. For an e-commerce company, they will have responsibilities that are more focused on digital marketing.

For example, in B2C, they will focus their strategy on influencer marketing, while for small businesses and start-ups, they may specialise in brand marketing to strengthen their brand image.

Responsible marketing has also become very important in all sectors of activity. The watchword is to adopt marketing strategies that are aligned with CSR (Corporate Social Responsibility) issues.

They generally work in two types of organisations:

• In a company of any size, regardless of its sector of activity;
• In a communications or marketing consultancy agency.

In a company, they work closely with management and coordinate several different people. In an agency, they support and advise several different clients.

Regardless of where they work, their daily routine remains largely the same: they work in front of their screens, analyse data, follow trends and develop marketing strategies.

Becoming a marketing manager requires a five-year degree in marketing or communications.

This job involves a lot of responsibility and is not open to junior candidates; it is usually necessary to work in the field for a few years before moving into this position.

Work-study programs are preferred, and fluency in English is an additional asset on your CV.

Start with a 3-year degree (Bac+3)

After completing your A-levels, you can enrol in a bachelor’s degree program. Here are some of the main programmes available:

• Bachelor’s degree in Marketing and Digital Communication
• Bachelor’s degree in Data Analysis
• Bachelor’s degree in Human Resources & CSR
• Bachelor’s degree in Marketing
• Bachelor’s degree in Management, with a specialisation in sales and marketing

Continue with a 5-year degree (Bac+5)

Among the courses to consider are:

• Master’s degree in Digital Marketing and Communications
• Master’s degree in Consulting and Project Management (ideal after a bachelor’s degree in marketing)
• Master’s degree in Data Analytics

It is also possible to pursue a Master of Science (MSc), such as the MSc in Responsible Marketing and Communication or the MSc in International Marketing (entirely in English), both offered by ISC Paris.

His experience enables him to take charge of the marketing department of a company. He is responsible for the organisation’s overall marketing strategy and supervises all the teams involved. He also plays an active role in the organisation’s decision-making process.

Over the course of their career, marketing managers may choose to specialise in a specific area:

• Customer relations
• Customer loyalty
• Digital marketing

In many cases, the natural progression is to take on the role of head of the department in which they work. For example, they may become a CRM director if they were previously a CRM manager.

If they wish to focus more on the product, they may be eligible for the position of product manager. Their knowledge of the market, the product and service ranges offered and the customers enables them to manage the product life cycle from start to finish.

In a communications agency, they can gradually climb the ladder and reach the position of deputy director. This position is reserved for senior profiles with extensive expertise in the field and strong managerial skills.