I. JOB SUMMARY
Main Topic: Human Geography
Secondary Topic: Environment and Society
Overview: Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products. Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations’ customers are satisfied. They work with sales, public relations, and product development staff. For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she may assist in the development of that product or service and to create a marketing plan for it.
Geography skills and awareness are crucial for marketing managers. Large components of their job are understanding consumer behavior and trends, customer needs and satisfaction, and predicting future product placement or change, all of which are tied very closely with, and change with, location. The successful marketing manager understands their markets, and they need to be culturally, socially, and economically sensitive to how those markets can change dramatically with location.
One example would be a market manager for a major sports teams. They need geographers to guide local marketing programs including community organization and promotion for game attendance. Market managers, in general, must work within budgets, plan promotional or advertising campaigns, evaluate promotional material like websites, conduct market research to analyze effectiveness, and direct staff overseeing their activities. Specifically, they need to maintain close relationships to connect teams with their surrounding communities. A background in human geography with a focus on marketing and business will be essential to promote local professional sports teams. Understanding the spatial aspects of a region including the local populations socio-economic status, education, and history help in marketing development. Market managers tend to work for private companies or as contractors in the development of marketing strategies.
Geographers at work: Business geographer, industrial geographer, cultural geographer, economic geographer, environmental geographers, human geographers
Recommended College Courses: Business geography, urban geography, economic geography, cultural geography, industrial geography, human geography, research methods, community and regional planning, location analysis
Skills: Understanding of economics, finance, markets, human behavior, as well as how marketing is influenced by geography (people and places); computer and database systems; critical thinking; teamwork; Geospatial technology; Human resource management; Field methods; Qualitative and quantitative methods; Location analysis; Working with census and population data; Local geography
Occupation Group: Management and Sales
Learn more about Marketing Managers from the U.S. Bureau of Labor Statistics and U.S. Department of Labor: https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm#tab-2
Written by Christopher Anderson and Dr. Richard G. Boehm