Marketing Management: what it is, how to do it online, useful courses

In “Marketing Management”, Philip Kotler, a world-renowned luminary, speaks of this discipline as “the satisfaction of human and social needs,” referring to the significant impact it has on business outcomes and society.

In this article, I will introduce you to this complex subject and the advantages it offers, focusing on the strategies and typical techniques that can be adopted on the web. I will explain, in particular:

  • what Marketing Management means;
  • what are the specifics and advantages of doing Marketing Management online are;
  • what the role of the Digital Marketing Manager entails;
  • how to become an expert in Marketing Management.

If you also want to enter this professional field with solid preparation, consider the Digital Marketing Certification Course.

What is Marketing Management and what is it used for

Marketing Management is the strategic management and coordination of all vital activities for a company and involves:

  • preliminary market research before production;
  • the design, production, and distribution of a product/service;
  • the promotional communication to the external world;
  • the construction of the brand image;
  • the evaluation of results based on analytical data.

The ultimate goal is to increase sales volumes, but there are also intermediate objectives set based on the type of relationship the target audience has with the brand at a given moment.

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Managers have referred to various theories over time:

  • the AIDA checklist (Attention, Interest, Desire, Action): born in the late 1800s, it served to evaluate the effectiveness of advertising messages;
  • Rucker’s “4A” (Awareness, Attitude, Action, and Advocacy, i.e., loyal purchase);
  • Philip Kotler’s model of the “5A,” with the addition of the “Advocate” element to Rucker’s model.

With the fifth “A,” Kotler, the father of modern Marketing Management, wanted to emphasize the moment when the consumer speaks highly of the brand, recommends its products, and, in a sense, “sells” them on behalf of the company.

In the hopeful prospect of transforming a user into a target with your product as a potential customer and ultimately as a loyal consumer, you will need to constantly ask yourself these questions:

  • Does the user realize they have a need that my product satisfies?
  • Do they know my brand?
  • Do they know I can solve their problem better than other companies?
  • Are they about to make a purchase?
  • Do they regularly buy one or more of my products?

This will help you understand how to communicate effectively with them, depending on where they are along their buying journey, in order to move them to the next phase. The Advocate is the ultimate goal: making the customer so satisfied with your products or services that they want to recommend them to others.

This business model devised by Kotler still influences the concept of Marketing Management today.


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Types of corporate marketing management

Marketing Management is a multifaceted discipline; now I will explain what the 4 types of marketing are that fall under this macro sector.

The first one is relationship marketing, understood as the care that corporate marketing management must take in relationships with stakeholders (all organization’s interlocutors). Integrated marketing, on the other hand, is based on the marketing mix and aims to build a strong brand image, considering marketing levers.

Then there is internal marketing, which concerns the company’s human resources and is based on the idea that the ability to attract talented individuals to the company is an important added value for business success. Finally, there is an increasing emphasis on a type of “socially responsible” marketing. This concept refers to the role that marketing plays in society.

How to do Digital Marketing Management in a company

The stages of the Marketing Management process are consistent, whether you do it online or offline. They always consist of:

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  • analysis and research,
  • definition of the strategy,
  • development and implementation of the action plan,
  • monitoring of various activities carried out.

Doing it online simply means implementing business strategies based on the contributions of digital channels and tools.

When you make your business plan operational, you will balance the use of it, taking into account the funnel (the process of selecting information by potential customers) and the customer journey (the purchase path) of the customer. You will heavily rely on analytics data that tracks every move made by users on the web: you can understand the source of traffic to your site and, consequently, where those who choose to make a purchase come from.

You will strengthen advertising practices that prove to be more successful while maintaining constant interaction with your target audience on social networks.

Role of the Marketing Manager

The Digital Marketing Management manager is a kind of Pico della Mirandola 4.0 who, with a sense of business and creativity, uses their digital skills to develop innovative and forward-thinking approaches compared to market trends.

They continuously rethink the company’s business model, aiming for efficiency and simplification of the customer experience. But exactly, what does the Marketing Manager do?

If you work in this sector for a medium-sized company, it’s likely that you will handle all the tasks: from market research to product or service design, distribution, and communication. In larger organizations, you are more likely to lead a team of digital specialists. Your collaborators will be responsible for developing and implementing new ideas, while your role will be to advance insights and proposals supported by analytical data.

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Tools and strategies

The first step to take is always to study the buyer personas, that is, identify who your ideal consumers are. To do this, you need to ask yourself questions like “Who are my potential customers and on which channels can I meet them?” or “What benefit comes from purchasing my product?” or “What obstacles does my target face in accepting my offer?”. Within every strategic plan, it’s vital to periodically conduct surveys with your existing and loyal customers. This practice enables you to gain insights into areas for improvement.

Consider what stage of the company’s life cycle it is in and set one or more realistic and measurable goals. The main goals that companies generally aim for are:

  • generate leads (acquire contact and personal data of potential customers);
  • improve the conversion rate (the percentage indicating how often users take a certain action after seeing communication about your product);
  • increase sales;
  • boost website traffic.

It will be important to define the right marketing mix based on both traditional product-oriented marketing levers (product, price, distribution, promotion, processes, customer, market positioning) and new ones that focus on the consumer. Some examples? Convenience (related to distribution techniques), consumer behavior, feedback obtained through direct communication with the target audience, and content that represents the brand.

Next, determine the duration of your communication campaign. You will need to mix and balance, just like a great chef, all the ingredients to create the most suitable strategy. The tools and practices you can include in your action plan can be:

  • SEM (Search Engine Marketing) or Display Advertising (banner ads on websites) for short-term visibility;
  • SEO (Search Engine Optimization) for medium to long-term visibility;
  • DEM (direct email marketing);
  • promotional mobile communications.

With Social Media Marketing, you will have a continuous presence on social media. Every publication should be well-crafted, from the company website to the blog to advertising copy. Your brand narrative should always be consistent and recognizable, consisting of authentic and highly informative content.

Monitor the results during and after your campaign to make adjustments if necessary.

Advantages of business digitalization

Using digital channels to implement Marketing Management processes offers opportunities that were once unimaginable. Try to imagine how challenging it must have been to implement successful marketing strategies before the digital age.

Today, easily profiling your target audience gives you the opportunity to reach the most purchase-oriented audience. Instead of directing a generic message to an indiscriminate audience, you can customize your messages to appeal to your target customers and reach them throughout the day, with a higher chance of success.

The cost-effectiveness of marketing operations on digital channels effectively levels the playing field for small organizations, allowing them to have a constant presence close to their consumers.

The highly valuable “advocacy” you’re eager to achieve is facilitated by social media channels.

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Education in Marketing Management

If you want to work in Digital Marketing Management, you will need to demonstrate a diverse set of interconnected skills that lead to a deep understanding of the market, competitors, and consumer expectations.

Key skills to acquire

Working in this field requires a strong awareness of the rapid evolution of the global market in relation to consumption patterns, lifestyles, and preferences expressed by new target audiences.

importance of marketing management

In your background, you should have a foundation in sociology and anthropology; knowledge of quantitative and qualitative research methods will be very useful. A background in business economics can be advantageous, and familiarity with the regulatory framework of the market in which the company operates is another aspect not to be overlooked.

Being skilled in writing will be beneficial: knowing how to tailor texts to the audience or being able to oversee the work done by others under your guidance is essential.

An analytical mindset will help you to understand and interpret performance data, and you’ll need to be proficient in using digital technology platforms.

Best courses to take

You might be thinking, “Okay, I’m up for it, this is exactly what I want to do when I grow up,” but someone may have told you that “studying marketing is difficult,” and you don’t even know what degree is needed to become a Marketing Manager?

The required skills are numerous and varied, some are learned on the job, while others are best acquired before you start. If you come from an educational background that has little to do with marketing, it’s a good idea to pursue professional training that provides you with the skills you really need for this job. The best training will be one that offers cutting-edge theoretical knowledge and specific, practical know-how that is applicable in the real world. This is what matters most when working in a company, especially in significant roles.

The ideal approach is to enroll in a professional course in Digital Marketing that encompasses all the skills I’ve mentioned, allows you to immediately demonstrate what you’ve learned, and provides you with a certification recognized in the job market. The most comprehensive course that will give you a 360-degree preparation for the online marketing world is the Digital Marketing Manager Certification.

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Conclusion and free consultation

If, before reading this, your goal was to understand what Marketing Management means and what is studied in this discipline, after the overview I just gave you on the main topics of the subject, you will undoubtedly have a clearer idea.

The possibilities offered by digital marketing are truly vast, and among the most interesting are jobs in Marketing Management. It’s a field with many opportunities because there is demand for bright and prepared minds, and where, if you want to excel, you can have your chance. If you’ve already decided that this could be your future, then request a free consultation with one of our Career Coaches. Together, you’ll define the best path for you, in line with your abilities and aspirations.

If, on the other hand, you’re not sure what you want to do but would like to better understand what is studied in Marketing Management or are simply curious to discover the opportunities offered by the digital world, you can contact us.

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