What is Marketing Management? A Complete Guide

Creating an effective marketing management system is more complicated than most people think. Marketing management is the critical process of creating company goals and coming up with plans to achieve such goals. Additionally, it involves making decisions to maximize company profits by satisfying your customers. It is best defined as the act of aligning your brand with certain short-term or long-term trends.

If you want to make a career in the marketing management industry, it’s critical to understand all the complexities of marketing management. Many studies have shown that planned market management is almost six times more successful at creating profitable businesses than unplanned market management. A good marketer should effectively find the right opportunities to improve a brand’s/company’s position. These opportunities are typically based on the four factors of the promotional mix, i.e., product, place, promotion, and price. 

Keep on reading if you want to learn more about marketing management, its objectives, and how it can influence your business! 

What is marketing management?

Marketing management, in simple terms, is the process of promoting and selling products and services. However, understanding what is marketing management is an extensive process that involves setting company goals by analyzing market trends and consumer behavior. An effective market management system is great at maximizing profits and attracting target customers. You might think that marketing management is just selecting a brand ambassador and sales drive programs, but you’d be wrong! It also involves a clear understanding of how a company works and the process of making your brand customer-friendly. As a result, increasing sales naturally.    

Given the recent advancement in the digital analytics industry lately, acquiring consumer information from various sources on the internet has become more accessible. Such analytics can provide you with valuable insights related to market trends. An efficient marketing manager must be able to make effective decisions based on such analytics. On top of this, having a broad understanding of the marketing industry will aid marketing experts in optimizing brands to satisfy consumer demands. 

Let us go over some marketing management practices quintessential for any company’s success.

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Effective marketing management practices 

Implementing some key practices and marketing techniques can increase traffic and boost sales. Let’s take a peek at some of the most commonly used marketing techniques that marketers use:

  1. Deep market research: More awareness of your company’s position in the market with proper analysis of customer behavior-related information can provide valuable insights. Looking out for such insights is critical in marketing management. 
  2. Future planning: Creating a layout for your company’s future is effective for long-term success. Following current or short-term market trends can help a company steer toward a specific direction and make marketing strategies. 
  3. Product development: Marketing managers play an essential role when it comes to product development. These marketers decide the emotional aspects and marketing techniques while showcasing a product. 
  4. Strategic decisions: Once plans and campaigns are identified, marketing managers take action to use the necessary resources for things to get started. 
  5. Constant optimization: With the current market trends experiencing rapid changes, companies must optimize their products and content to increase the rate of conversions. Creating new products and services can align a company’s position close to certain market trends. Good marketing managers should consider global market changes to create a successful brand.

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Objectives of Marketing Management 

A company or a brand is essentially a system that must achieve some standard customer-centric goals to be profitable. Let’s take a look at them:

  • Attract new customers:

In marketing management, attracting new target consumers is pivotal to increasing the rate of conversions. Different strategies are devised to ensure that most people are aware of your product. For example, advertisements on tv or youtube can reach a lot of new customers while explaining the advantages of using such products.`

  • Optimization according to market trends:

Apart from satisfying old customers’ demands, companies should quickly adapt to short-term market trends. Such decisions can attract new customers. Good quality products and a seamless user-based experience are crucial to satisfy these new customers.  

  • Curating excellent user-based experience: 

One of the most critical aspects of market management is to keep satisfying the needs of consumers loyal to your brand. To satisfy these people, providing quality products and content is a must. However, consider focusing on streamlining the delivery system to please customers apart from quality.

  • Making a business profitable:

It’s a no-brainer that a company cannot sustain itself for a long time without making profits. Profits form the structure of a company. Earning profits is imperative for increasing profits, diversifying a business, and maintaining your business. An effective marketing manager should enable a company or a brand to reap vast amounts of profit. This can be easily done by re-targeting old customers and attracting new customers through marketing efforts. A business with huge profits can offer your brand colossal growth.      

  • Creating a good brand image: 

Public reception is one of the key factors in marketing management. Having a positive public image makes it easier for brands and companies to grow and diversify. A company can provide customers with what they want by implementing effective marketing strategies. This will result in the improvement of the brand image and consumer trust.

  •  Maximizing profits: 

Another goal of a marketing manager is to compete for the maximum share of the market. Marketers draw information from the market economy to achieve this target and use various tools to maximize sales. Companies offering discounts and giveaways can attract a lot of new customers. Well-planned brand management strategies also offer unique packaging and promotional activities.

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What is the role of a marketing manager?

The day-to-day role and responsibilities of a marketing manager differ on certain factors, such as the size of the company. Here are a few common responsibilities of a marketing manager for a small-scale or a medium-scale business:

  1. Creating goals for the marketing team of a company. 
  2. A marketing manager must research customer data to decide on the target group. An efficient marketer can use such information to create campaign events to attract new customers. 
  3. Contacting third-party organizations for the execution of events. Coordinating with other departments of the company for planning and creating graphic designing materials for driving campaigns.  
  4. Controlling and managing the marketing budget. Sometimes, making necessary adjustments to the budget is needed for the efficient marketing of products and services. 

Philosophies of market management 

Some core market management philosophies have dominated marketing trends, activities, and views. These philosophies are also known as “marketing management concepts.” Here are four marketing concepts that were developed over time:

  1. Production concept: The production concept primarily emphasizes an efficient production system.
  2. Product concept: This concept is all about providing quality products as they will satisfy customers. This, in turn, increases customer trust and improves the brand image.
  3. Marketing concept: The marketing concept targets profits by providing customers satisfaction. This is not only done through delivering quality products but also by providing a user-focused experience.
  4. Societal concept: This concept focuses on the importance of the impact of marketing activities on society.

Success in marketing management—where to get the right training? 

Are you interested in becoming a part of the marketing management tribe? Do questions like what is brand management or what is market management still confuse you? Consider steering your way with upGrad’s Advanced Certificate in Digital Marketing and Communication, offered by India’s one of the most prominent marketing institutions, Mudra Institute of Communications. 

This exclusive course covers all the important topics and a specialization in digital marketing, communication, and digital analytics. This allows students to set themselves up as marketing specialists by completing this course. 

upGrad’s seamless platform allows a holistic approach to learning by offering students flexible timings and an industry-optimized course syllabus. Besides this, upGrad also offers placement guidance, academic advice sessions, and mentorship from market experts. You can get your hands on all this material in a single course.     


Marketing management is critical for finding out business opportunities and using such opportunities to satisfy customers. Therefore, it provides a business with a structure that can generate profits by achieving company goals and targets. It is customer-oriented, and failing to meet the needs and expectations of the customers can harm your business revenue. 

We hope this blog helps you to understand what marketing management means and how businesses can use effective marketing strategies to drive company sales. 

What’s the purpose of market management?

Market management is created for planning and executing marketing strategies that help businesses achieve company goals and objectives. Effective marketing efforts attract new customers and drive the rate of conversions.

What are the features of good marketing management strategies?

Here are some basic features: 1.They are customer-centric. 2.They are influenced by real-life events or the environment 3.They meet the needs of the current market demands.

How many specializations are in this course?

Completing specialisation in at least one subject is necessary, but you can choose up to specialisations in four subjects to make the most of this program.

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