Skills Audit for a Future Career as Marketing Manager - Coursework Example

Skills Audit for a Future Career as Marketing Manager Overview of Career in Marketing Marketing consists of the wide range of activities undertaken to ensure that the needs of customers are met from which the organization or the business derives value. The marketing function starts with the analysis of potential customers or markets that the organization desires or targets to serve, what their needs are, what products and/or services the organization may develop to meet those needs, how these customers may prefer to use the products and/or services, what competitors may be there offering a similar or alternative product and/or service, how products and/or services should be priced, and how these products and/or services should be distributed to reach the target customers or markets (McNamara 2008). The end-product of marketing analysis is the marketing plan which is implemented, monitored and evaluated by the marketing team. The marketing team is headed by the marketing manager. The common job description of a marketing manager includes determining the demand for products and services offered by a firm and its competitors and identifying potential customers; developing pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied; and overseeing product development or monitoring trends that indicate the need for new products and services (Payscale 2008). Typically, marketing managers oversee all marketing, advertising and promotional staff and activities. They formulate appropriate marketing strategies to meet objectives, evaluate market research, and implement marketing plans (Halvorsen 2006). Main Skills Required of a Marketing Manager The job of a marketing manager requires both professional qualifications and individual skills. Professional qualifications usually include academic qualification, strong understanding of management and marketing, industry and product/service experience, and a network of contacts (Microsoft 2008, HSN 2008). Individual skills usually required include excellent communication skills, interpersonal skills, leadership skills, project and people management skills (HSN 2008, Catholic Answers 2008, Infinity Ward 2008). A review of most want advertisements for marketing management shows three main skill requirements: excellent communication skills, interpersonal skills and leadership skills in terms of people and project management. Excellent Communication Skills The job of a marketing manager requires excellent communication skills because the function involves interaction with customers, subordinates, professional peers, higher-level managers, suppliers, other business partners, and other individuals involved in the marketing process. Since communication is a two-way process, effective communication involves conveying messages to others clearly and unambiguously, as well as receiving and understanding information sent by others. In a survey conducted by the University of Pittsburgh, communication skills were cited as the single most important decision factor in the hiring of managers. Excellent communication skills denote high levels of proficiency in both verbal and written communication. For the marketing manager, these skills are applied in various interaction with the different audiences in the marketing process, in listening; delivering presentations; facilitating meetings and discussions; giving and receiving feedback; making value propositions; dealing with criticisms, customer complaints or other objections; communication during crisis situations; and cross-cultural communications (Mind Tools 2008). Interpersonal Skills Another highly-required skill for a marketing manager is interpersonal skills. Interpersonal skills include the habits, attitudes, manners, appearance, and behaviors that one uses around other people which affect how one gets along with other people (Hill 1999). According to the American Management Association (2008), success depends upon the cooperation, commitment and action of people in face-to-face activities or across electronic and cyber channels, which is why interpersonal skills critical to the effectiveness of managers. Good interpersonal skills allow the manger to solve problems by clarifying the real issues, minimize conflict and build group commitment, influence others and motivate them to profitable action, give criticism when necessary and praise to produce results, make trade-offs without being a pushover on big issues, implement plans without strong-arm tactics, develop credibility based on respect and trust, find alternatives to working with "difficult" people, generate enthusiasm for ideas and proposals, give direction without creating "static", and save time, energy and talent by being able to easily handle the "people" side of the job. Leadership Skills Leadership, a critical management skill, is the ability to motivate a group of people toward a common goal. According to Kossoff (2008), management is a career, while leadership is a calling. To fulfill the leadership role, one must have clearly defined convictions and the courage to see these convictions manifested into reality. According to McNamara (2008b) the core competencies required for leading individuals and groups include decision-making, planning, and problem-solving in order to set the direction, and then influencing others to follow that direction. To set the direction for individuals, the leader must be able to set performance goals and influence the individual to achieve those goals through coaching, counseling, delegating, mentoring, selling and work directing. Effectively leading other individuals also include building trust, communicating face-to-face, managing conflict, handling difficult people, listening, motivating, sharing feedback, and valuing diversity. In leading groups, the effective leader must be able to facilitate, conduct group-based problem-solving and decision-making, manage meetings and manage projects, and build the team. Audit of Personal Skills vs. Required Skills I believe that my current personal skills are a good foundation for developing and honing the main skills required for a future career as marketing manager, which are excellent communication skills, interpersonal skills and leadership skills. Moreover, the job of a marketing manager closely matches my interests, skills, values and goals. With reference to the career planning process defined by the Wasserman Center for Career Development (2001), below is my self-assessment for planning my career in marketing. In terms of interests, my preferences for activities, environments and people point to characteristics which define me as a social, enterprising and artistic person. My social skills make me enjoy helping people, working with them to teach or train or to help them solve problems. I tend to dislike working alone and am not really fond of working with machines. I enjoy a work environment which is characterized by tasks involving communication with others. I am also quite enterprising and I believe my verbal ability is well-developed for directing, motivating, and persuading other people. I like being able to influence decisions and enjoy managing and leading a group. I feel accomplished when, along with others, I am able to attain goals. I am also artistic in the sense that I like creating ideas and expressing them through writing and speech. I also do not enjoy highly systematized or structured tasks. In terms of work-related values, values which are most important to me are job advancement, money, professional prestige, social status, creativity, supportive co-workers, travel and variety. The values which are least important to me are diversity in the workplace, work alone, leisure time, job security, low stress, work for social change, health, benefits, supportive co-workers. In terms of the major skills required of a marketing manager, I am proud of various accomplishments that involve excellent communication skills, interpersonal skills and leadership skills. These accomplishments include being elected into office in different organizations, among them the student organization, the school paper, and the performing arts club. I have also taken an active part in various school and community projects, as well as earned a scholarship for special training. These accomplishments have been made possible by my personal communication, interpersonal and leadership skills, aside from skills such as organizing, problem-solving, research, computer proficiency, flexibility, dependability, enthusiasm, as well as my ability to work within a team and to manage time effectively. Portfolio of Evidence Following is a portfolio of evidence supporting the main skills required for a future marketing manager job. Courses, Training Taken Business Writing Communication Skills Customer Service Dealing with Difficult People Decision & Delegation Goal Setting Leadership Skills Managing Mailing Lists Market Forecasting Marketing & Advertising Media & Journalism Meeting Management Motivation & Inspiration Presentation Skills Sales Management Stress & Time Management Supervision & Management Telephone Skills Papers Written Retail Marketing for a Soda Fountain Promotion and Price Analysis: Footwear Sega Marketing Plan Wal-Mart International Expansion Southwest Airlines' Customer-centric Business Strategy Market Opportunities in India Business Plan for Auto Repair Shop Recognition and Awards Best Presentation, Annual School Day Finalist, Animation Scriptwriting Second Place, Oratorical Contest Best Exhibit, Annual Marketing Conference & Exhibit First Place, Logo Design Contest Clubs and Organizations President, Student Council Head, Ways & Means Committee, Performing Arts Guild Editor, School Paper Head, Membership Committee, Campus Ministry Head, Promotions Committee, Student Action Group Extra-curricular Activities Member, School Glee Club Member, Running Team Member, Enrollment Facilitators Student Assistance Group Member, Outreach for Streetchildren Work Experience Part-Time Barista, Local Coffee Shop Part-Time Staff, Burger Joint Project Staff, Doctoral Research Work Part-Time, English Tutor Volunteer Work Campaign Volunteer, City Mayor Campaign Movement Volunteer Cathechist, Local Orphanage Volunteer, Clean & Green Project Volunteer Trainer, Livelihood Programs for the Elderly Bibliography American Management Association. Interpersonal Skills for Managers. 2008. 17 December 2008 . Catholic Answers. Marketing Manager Job Description and Qualifications. 2008. 17 December 2008 . Halvorsen, Rob. Marketing Manager Job Description. Sales Careers Online. 2008. 17 December 2008 . Hill, Roger B. Lesson 3 Interpersonal Skills. Online Lessons. 2008. 17 December 2008 . HSN. Sr Marketing Manager Job Code 0000125. Marketing Hire Dec. 15, 2008. 17 December 2008 . Infinity Ward. Marketing Manager Job Description. 2008. 17 December 2008 . Kossoff, Leslie L. From Manager to Leader. 2008. 17 December 2008 . McNamara, Carter. Marketing Basics. Free Management Library. 2008a. 17 December 2008 . McNamara, Carter. Suggested Competencies for Effective Leadership in Organizations. Free Management Library. 2008b. 17 December 2008 . Microsoft. Microsoft WW SMS&P PS Breadth Marketing Manager Job Code 247409. Marketing Hire Dec. 11, 2008. 17 December 2008 . Mind Tools. Communication Skills - Start Here! 2008. 17 December 2008 . Payscale. Marketing Managers Job Description. 2008. 17 December 2008 . The Wasserman Center for Career Development. The Career Planning Process. NYU Information Week June 11, 2001. 17 December 2008 . Read More