This document discusses marketing management, defining it as the process of planning, organizing, directing, and controlling marketing activities to facilitate the profitable exchange of goods and services between producers and consumers. It outlines the objectives of marketing management, roles of a marketing manager, and skills needed, which include communication, leadership, technical, organizational, and creative skills. The significance of marketing management is that it helps businesses generate revenue, build their brand, and understand customers better through profitable customer interactions and data-driven strategies.

2. OBJECTIVES:
 DEFINITION OF MARKETING
 GOALS OF MARKETING
 DEFINITION OF MANAGEMENT
 PILLARS OF MANAGEMENT
 MARKETING MANAGEMENT
 MARKETING MANAGEMENT PROCESS
 ROLES AND SKILLS OF A MARKETING MANAGER
 SIGNIFICANCE OF MARKETING MANAGEMENT

4. MARKETING
Marketing is the process of exploring,
creating, and delivering value to meet
the needs of a target market in terms of
goods and services.

5. Marketing
 Marketing is a business activity that marketers do such as
attracting, convincing, promoting and selling your
products/services to your target customers effectively ,
efficiently and profitably.

6. GOALS OF MARKETING
 The goal and then purpose of marketing is to identify who's the
market, reach customers, research and analyze customers’ needs,
conduct surveys, study shopping habits, build trust, create brand
awareness and promote products or services and improve
business repute. Marketing revolves around the how’s and why’s
of producing products or delivering services and thus bridges the
gap between customers and businesses.

7. Marketing
it is a tool used to generate and
maintain demand, relevance, repute, and
competition.

8. Examples of Marketing Activities:
 Sending emails newsletters to prospective clients/ customers.
 Posting on social media with a discount code for future purchases.
 Hosting a webinar on a topic that interests your clients.
 Designing pamphlets, flyers and others to hand out at an event.
 Conducting market research to determine the ideal target audience.
 Selection of certain features/elements or themes to emphasize in
advertising.

9.  design of products and packaging attractive to buyers.
 defining the terms of sale, such as price, discounts, warranty, and return
policy.
 product placement in media or with people believed to influence the
buying habits of others.
 agreements with retailers, wholesale distributors, or resellers;
 and attempts to create awareness of, loyalty to, and positive feelings
about a brand.

11. Management
 Management is a process of planning, organizing,
leading and controlling the resources (human,
financial, physical, and information resources) of an
organization to reach its goals efficiently and
effectively.

12. 4 Pillars of Management
 Planning
 Organizing
 Leading
 Controlling

13.  Planning is the process of establishing objectives and suitable courses
of action before taking action. Planning emphasizes prevention rather
than correction of delays

14.  Organizing is the process of arranging an organization’s structure and
coordinating its managerial practices and use of resources to achieve
its goals.

15.  Leading is the process of directing and influencing task-
related activities of organizational members.

16.  Controlling is the process of monitoring actual organizational activities
to see that they conform/follow to planned activities and correcting
deviation or flaws

19. Marketing Management
PHILIP KOTLER:
 Marketing management as the art and science of choosing
target markets and getting, keeping and growing
customers through creating, delivering and
communicating superior customer values of management.

20. Marketing Management
 Marketing management uses marketing tools, strategies, processes,
and analyses as part of an organization's strategic approach to
developing and implementing marketing efforts.
 Marketing management takes on managerial functions in
marketing, which may entail oversight of marketing campaigns,
outcomes, and planning and decision-making before, during, and
after marketing plans are executed.

21. In other words, marketing management refers to planning,
organising, directing and control of the activities which facilitate
exchange of goods and services between producers and consumers
or users of products and services. Thus the focus of marketing
management is on achieving desired exchange outcomes with the
target markets.

22. MARKETING MANAGEMENT
ACTIVITIES:
 Managing annual marketing budgets and staffs resources.
 Setting goals and objectives for the marketing department.
 Creating marketing plan for the year.
 Monitoring marketing analytics to determine whether to make
adjustments to the marketing plan.
 Ensuring all marketing activities remain within their set scope and
realigning them where necessary.
 Coordinating teams where overlap for marketing activities is
present.

23. Marketing Management Process

28. Roles and Skills of A Marketing
Manager

29. Who is a Marketing Manager?
 A marketing manager is a person who oversees the
marketing aspect of a business. The person has to lead all
the marketing efforts for a business. He/she is responsible
for creating awareness about the brand, evaluating market
demand, organizing and managing campaigns, promoting
products/services, brand development, and positioning,
planning and executing marketing strategies, etc.

30. Roles and Responsibilities of Marketing
Managers
 Manage all marketing campaigns for the company/ department
 Work with executives to determine and develop thorough budgets, expense
estimations, and targets
 Align creative direction with the strategic goals of a company
 Prepare a roadmap for advertisement and sales promotion
 Specify the channels of distribution for goods and services.
 Create and implement marketing strategy, and inventive marketing tactics for
all types of channels
 Manage public relations and tackle internal and external problems, if any

31.  Promote a business, product, or service, organize promotional events
 Ensure the right message is communicated to the right audience and thus
attract prospective customers and retain existing ones
 Collaborate with advertising and creative departments
 Conduct market research to find new avenues, understand customer needs
and interests
 Manage marketing department employees
 Analyze market trends
 Perform competitor research

32. Top Marketing Manager Skills
Communication Skills
Leadership skills
Technical skills
Organizational skills
Creative skills

33. Communication Skills
The ability to listen, understand others, express correctly, and
convey the right message to the right audience at the right time in an
engaging and convincing way surely makes a great marketer.
Marketing managers use communication skills by:
 Collaborating with their team to make decisions
 Developing rapport with clients and customers
 Listening to and addressing feedback and criticism
 Writing press releases or quarterly summaries

34. Leadership skills
Managers in every industry are responsible for leading a team and
motivating them to achieve a certain goal. Marketing managers must
be able to set common goals and guide each team in working toward
those objectives. Leadership skills for marketing managers involve:
 Setting strategic goals
 Motivating employees to perform well
 Mentoring less experienced team members
 Delegating tasks to other employees

35. Technical Skills
The field of marketing requires some amount of technical expertise
and experience. Marketing employees use specialized software, tools
and equipment to design, manufacture and distribute marketing
materials. Technical skills for a marketing manager involve:
 Optimizing content for search engines using keywords
 Writing and sending mass emails and communications
 Creating and editing spreadsheets and digital schedules
 Evaluating and editing websites and social media profiles

36. Technical Skills:
Digital Media and Design
Marketing
Content Creation
And etc…

37. Organizing Skills
Organizational skills help a marketing manager to create and enforce
achievable deadlines, adhere to complicated schedules and keep track of
important information. Being organized in the workplace also allows marketing
managers to reduce stress and perform their duties efficiently. Examples of
organizational skills for marketing managers include:
 Coordinating events and meetings
 Recording and filing information and documents
 Creating strategic schedules for major projects
 Helping team members to finish assignments on time

38. Creative Skills
Creative thinking to generate innovative ideas for compelling campaigns and
marketing strategies. Marketing managers should be able to develop unique and
interesting ways to sell products or promote the brand. Creative skills for a
marketing manager often involve:
 Brainstorming ideas with graphic designers and artists
 Evaluating the aesthetic appeal of marketing materials
 Devising creative methods for promoting and distributing products
 Planning and executing promotional events and activities

39. Significance of Marketing Management
 Marketing management is vital to a business's ability to generate revenue,
create a brand, and better understand its customer base. Marketing
management works to ensure a company is profitable by gaining new
customers, expanding a customer base, building a company’s reputation, and
improving customer interactions. Some essential marketing functions of
marketing management include managing, analyzing, and aligning with a
company’s goals.
 Marketing management aims to provide cohesion and direction for campaigns
or other marketing efforts. It’s a data-driven, strategically planned system
supervised by professionals working in marketing management.