How to become a marketing manager

To raise awareness of products and services and convert prospects into buyers, a marketing team needs a strategy, a team of creatives and analysts, and a budget to get these things done. On the most basic level, a leader of this team creates strategy, directs creatives and manages the budget.

“Marketing manager” is a broad title with many specializations. Manager responsibilities in a marketing department include digital, content and product marketing strategies, to name a few, as well as implementation. 

More specifically, a marketing manager leads a team in a variety of activities, including:

• Designing marketing campaigns
• Guiding social media efforts
• Reviewing marketing assets
• Conducting marketing research
• Managing the marketing team

Few career outcomes have a single path, or even a straight path, to achievement, but reaching a goal of leading a marketing team will likely involve the following steps. 

Learning how to direct a marketing team — or pursuing any career — often begins with defining what success means on an individual level. For some, success means earning a high salary, while others may prioritize managing a team or working independently. Some individuals define success as giving back to their communities. Because success looks different for everyone, establishing career goals requires reflection and clarification.

Once individuals establish their main career goal, the next step is to identify smaller goals that will help them achieve it. For example, someone pursuing a career in marketing may need to determine what education is required and how long it will take to complete. They may also explore internships or entry-level jobs that can help them gain relevant experience. Those already working in the field may consider whether additional formal education or short upskilling courses in marketing could help them.

Researching the requirements for each step can help individuals create a realistic timeline for achieving their ultimate career goal.

Marketing managers start their careers in many different ways, and there are quite a few paths, but earning a degree in marketing is a smart first step.

According to the U.S. Bureau of Labor Statistics (BLS), candidates typically need a bachelor’s degree in business or a related field like communications to qualify for marketing management roles. 

Here are a few of the classes a student might take while pursuing a bachelor’s degree in marketing:

• Marketing communications
• Consumer behavior
• Marketing analysis
• Brand management
• Market trends

Students will also likely take some general business courses like:

• Organizational behavior
• Operations management
• Business law and ethics
• Forecasting, accounting and budgeting

Of course, many other required and elective classes are needed to prepare for a career in marketing.

Marketing encompasses many specialties, making it important for individuals to consider their interests before choosing a specialization.

Some may enjoy creating compelling visuals and copy that attract attention and convert prospects into customers. Others may be more interested in A/B testing and analytics. Those who enjoy spending time on social media may consider turning that interest into a career. With such a wide range of specialties, marketing offers opportunities for individuals with diverse interests and skills.

No matter which direction a student chooses, they’ll need a variety of skills to prepare for their goals in the marketing world. According to BLS, these include:

• Analytical skills
• Communication
• Creative skills
• Decision-making
• Interpersonal skills
• Organizational skills

Getting a marketing role, or any role, may be easier with a strong network of contacts in the field. Not only can a strong network help keep job candidates informed of industry trends, but it can also connect them to potential opportunities.

Groups for marketing professionals and students can be found on LinkedIn^®, Facebook^® and other marketing career-related sites. Local events may also be available. Make connections with as many fellow marketers as possible and stay in touch. Ask them for advice or even a mentorship — many people love the opportunity to give back to those just starting their careers.

A good portfolio is integral to building a career in marketing, especially for opportunities that require a portfolio as part of the application process.

Start building a website. Many platforms offer free and easy templates. Add class projects, design work, articles, social posts and other related assets. Showcase volunteer work as well. Presenting practical experience will help build credibility for skills and abilities. 

Internships are a great way to gain real-world experience, network and learn digital marketing tools that might be needed in a future role. Interns can also be able to learn skills they may not have acquired in their marketing program.

Internships will also help add to a portfolio, grow a network and gain professional references.  

The job outlook for marketing managers is positive: BLS projects growth at a rate of 6% between 2024 and 2034, which is faster than average.

As of May 2025, the salary for advertising, promotions, and marketing managers ranged between $63,300 and $286,240, with a median of $131,660, according to BLS.

With a positive job outlook and salary potential, becoming a marketing manager can be compelling to those interested in the field.

Salary ranges are not specific to students or graduates of University of Phoenix. Actual outcomes vary based on multiple factors, including prior work experience, geographic location and other factors specific to the individual. University of Phoenix does not guarantee employment, salary level or career advancement. BLS data is geographically based. Information for a specific state/city can be researched on the BLS website.

BLS Occupational Employment Projections, 2025-2035, is published by the U.S. Bureau of Labor Statistics. The data reflects BLS’ projections of national (not local) conditions. These data points are not specific to University of Phoenix students or graduates.