Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.
No competences in this bucket.
The handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social stakeholders.
Price volatility according to market and price elasticity, and the factors which influence pricing trends and changes in the market in the long and short term.
The set of marketing activities for businesses that provide services to improve brand awareness and raise sales. It focuses on intangible commodities.
The methods and systems used in researching and establishing a brand identity for marketing purposes.
The process of creation and share of media and publishing content in order to acquire customers.
The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets.
The set of processes for employing data to improve the effectiveness of marketing activities. It involves analysing metrics such as the Return on Investment (ROI) for identify opportunities of improvement.
Principle of marketing that describes the four fundamental elements in marketing strategies which are the product, the place, the price and the promotion.
The techniques, theories, and commonly accepted strategies regarding pricing of goods. The relation between pricing strategies and outcomes in the market such as profitability maximisation, deterrence of newcomers, or increase of market share.
The process within Customer Relationship Management (CRM) and focuses on customer retention, satisfaction and lifetime customer value.
Apply for and secure a place to participate in local or international exhibitions and competitions.
No competences in this bucket.
Synchronise the efforts, plans, strategies, and actions carried out in departments of companies towards the growth of business and its turnover. Keep business development as the ultimate outcome of any effort of the company.
Analyse the formal statements from businesses which outline their business goals and the strategies they set in place to meet them, in order to assess the feasibility of the plan and verify the business' ability to meet external requirements such as the repayment of a loan or return of investments.
Analyse buying habits or currently prevalent customer behaviour.
Analyse results from surveys completed by passengers/customer. Analyse results to identify trends and draw conclusions.
Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.
Research and understand various internal factors that influence the operation of companies such as its culture, strategic foundation, products, prices, and available resources.
Read and comprehend job-related reports, analyse the content of reports and apply findings to daily work operations.
Work together with a group of professionals to develop marketing strategies performing market analysis and financial viability while staying aligned with the company's goals.
Manage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts.
Make the calculation of both the income and expenditures that are expected to be paid over the coming year concerning the marketing related activities such as advertising, selling and delivering products to people.
Outline the measurable performance indicators of the marketing plan such as market share, customer value, brand awareness, and sales revenues. Follow up on the progress of these indicators during the development of the marketing plan.
Revise, assess, align, and approves marketing material and content defined in the marketing plan. Evaluate written word, images, print or video advertisements, public speeches, and statements in accordance with the marketing objectives.
Observe and analyse market research findings in order to determine promising and profitable markets. Consider the firm's specific advantage and match it with markets where such value proposition is missing.
Diffuse, present, and communicate business plans and strategies to managers, employees making sure that objectives, actions, and important messages are properly conveyed.
Integrate the marketing strategy and its elements such as the market definition, competitors, price strategy, and communication with the general guidelines of the global strategy of the company.
Reflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.
Regularly review sales and profit performance.
Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.
Develop a method to promote a product through different channels, such as television, radio, print and online platforms, social media with the aim to communicate and deliver value to customers.
Determine the objective of the marketing strategy whether it is for establishing image, implementing a pricing strategy, or raising awareness of the product. Establish approaches of marketing actions to ensure that goals are achieved efficiently and over a long term.
Collect and analyse sales levels of products and services in order to use this information for determining the quantities to be produced in the following batches, customer feedback, price trends, and the efficiency of sales methods.
Identify the quantifiable measures that a company or industry uses to gauge or compare performance in terms of meeting their operational and strategic goals, using preset performance indicators.
No competences in this bucket.
The marketing technique used to let consumers get into contact with products by tasting, touching and experiencing them on the selling site and in that sense, closing the selling deal.
The set of rules that govern the activity of a company.
The process of planning, monitoring and adjusting the expenses and revenues of a business in order to achieve cost efficiency and capability.
The marketing concept referring to the deep understanding of the customer's motivations, behaviours, beliefs, preferences, and values that help understand the reasons why the way they do. This information is then useful for commercial purposes.
Basic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc.
The mechanisms and regulations which allow for selective access control and guarantee that only authorised parties (people, processes, systems and devices) have access to data, the way to comply with confidential information and the risks of non-compliance.
The digital tools to conduct keyword research. The information retrieval systems identify the content of a document guided by keywords and metadata.
The selling techniques to attract customers and increase sales.
A field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to marketing stimuli.
The strategies and methods used to interact online and moderate online users and groups.
The discipline of project management, the activities which comprise this area and the variables implied in it, such as time, resources, requirements, deadlines, and responding to unexpected events.
Techniques and sales methods used in order to present a product or service to customers in a persuasive manner and to meet their expectations and needs.
The principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.
The marketing approach which promotes webpage presentation by affecting the specific structures of the website which impact its visibility in unpaid search results.
Fundamentals in layout and store design in order to achieve an optimal product placement.
Techniques for conducting a deep analysis of a company's web presence.
The techniques of recording and summarising business and financial transactions and analysing, verifying, and reporting the results.
The software that provides pre-programmed elements which allow the development of interactive multimedia applications in order to edit, structure and lay out content intended for publication.
The investigation and analysis of subject behaviour through regulated and lifelike observations and disciplined scientific experiments.
The tools used to transform large amounts of raw data into relevant and helpful business information.
The strategies and practices, including channel sales, that involve distributing products directly and indirectly through partners in order to bring the products to the end consumer.
The set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.
The practices concerning the resolution of conflicts or disputes in an organisation or institution. It encompasses reducing the negative aspects of a conflict and increasing the positive outcomes of it by learning from the errors made.
The area of law that regulates the relationship between consumer and businesses providing goods or services, including consumer protection and regulations on irregular business practices.
The specialised techniques used to design, write, compile, edit and organise digital content, such as text, graphics and videos for publishing purposes.
The field of legal principles that govern written agreements between parties concerning the exchange of goods or services, including contractual obligations and termination.
The process whereby a target market is divided into specific sets of consumers for further market analysis.
The law which mediates the relationship between employees and employers. It concerns employees' rights at work which are binding by the work contract.
Financial operations such as calculations, cost estimations, budget management taking relevant commercial and statistical data into account such as data for materials, supplies and manpower.
The economic practise and study field that address the exchange of goods and services across geographic borders. The general theories and schools of thought around the implications of international trade in terms of exports, imports, competitivity, GDP, and role of multinational companies.
The ways to enter a new market and their implications, namely; exporting via representatives, franchising to third parties, collaborating joint ventures, and opening of fully-owned subsidiaries and flagships.
The businesses, relations and opportunities of different participants in the market.
The academic discipline and function in an organisation which focuses on the market research, market development, and the creation of marketing campaigns to raise awareness on the company's services and products.
The principles of managing the relationship between consumers and products or services for the purpose of increasing sales and improving advertising techniques.
Techniques to plan and implement a marketing campaign on online ads platforms.
The practice of managing all aspects of the image and perception of a company or individual among stakeholders and the society at large.
The influence on stakeholder perceptions and the public in relation to an organization and its brand. It encompasses various activities such as monitoring public perceptions and following conversations, addressing reputation threats and searching for opportunities to improve it.
The different processes, duties, jargon, role in an organisation, and other specificities of the sales department within an organisation.
The planning, development, and implementation of strategies aimed at managing social media platforms, the publications, the social media management tools, and the image of organisations in them.
The marketing methods and strategies used to increase attention and website traffic through social media channels.
The study of statistical theory, methods and practices such as collection, organisation, analysis, interpretation and presentation of data. It deals with all aspects of data including the planning of data collection in terms of the design of surveys and experiments in order to forecast and plan work-related activities.
The cooperation between people characterised by a unified commitment to achieving a given goal, participating equally, maintaining open communication, facilitating effective usage of ideas etc.
Principles and techniques of soliciting potential customers over the phone to perform direct marketing of products or services.
Field of law that states and regulates the affairs and legal practices for trading goods and services.
The characteristics, tools and techniques for measurement, collection, analysis and reporting of web data to get information on the users' behaviour and to improve the performance of a website.
No competences in this bucket.
Conform and follow the ethical code of conducts promoted by companies and businesses at large. Ensure that operations and activities do comply with the code of conduct and ethical operations the supply chain throughout.
Ensure that event needs such as audio-visual equipment, displays or transportation are met.
Examine sales reports to see what goods and services have and have not sold well.
Assess strengths and weaknesses of current and potential competitors. Analyse competitors' web strategies.
Determine how, where and when advertisments will be distributed in various media. Decide on consumer target group, area and marketing objectives in order to choose the media platform for advertising.
Plan, write and collaborate in the implement business plans. Include and foresee in the business plan the market strategy, the competitive analysis of the company, the design and the development of the plan, the operations and the management aspects and the financial forecast of the business plan.
Create the community's plan to grow the online community, build usage, retain recent users and increase the user's participation.
Convert market requirements into product design and development.
Manage the process of hiring human resources, from identifying potential candidates to assessing the adequacy of their profiles to the vacancy.
Determine the needs and requirements of ICT users of a specific system by applying analytical methods, such as target group analysis.
Carry out the plan to gain competitive advantage on the market by positioning the company's brand or product and by targeting the right audience to sell this brand or product to.
Investigate customer complaints in order to determine the non-satisfactory elements in food products that lead to complaints from customers.
Build a lasting and meaningful relationship with suppliers and service providers in order to establish a positive, profitable and enduring collaboration, co-operation and contract negotiation.
Plan and implement the creation, delivery and management of digital or printed content, develop a system that describes the entire editorial content development and publishing process and use ICT tools to support the process.
Control product inventory in balance of availability and storage costs.
Build a good relation with suppliers in order to improve knowledge and quality of supply.
Come to an agreement between commercial partners with a focus on terms and conditions, specifications, delivery time, price etc.
Identify and articulate market requirements that define a product’s feature set. Product planning serves as the basis for decisions about price, distribution and promotion.
Plan and implement a marketing campaign on social media.
Maintain records of calls made and products sold over a given time frame, including data regarding sales volumes, number of new accounts contacted and the costs involved.
Generate interest in an event by carrying out promotion actions, such as placing ads or distributing flyers
Recount events and facts which happened in professional contexts.
Set sales goals and objectives to be reached by a sales team within a period of time such as the target amount of sales made and new customers found.
Monitor and oversee the activities related to the ongoing sales in the shop to ensure that sales goals are met, assess areas for improvement, and identify or solve problems that customers could encounter.
Develop digital content by following given requirements and guidelines.
Study data about clients, visitors, customers or guests. Gather, process and analyse data about their characteristics, needs and buying behaviours.
Examine an organisation's planning details of production, their expected output units, quality, quantity, cost, time available and labour requirements. Provide suggestions in order to improve products, service quality and reduce costs.
Employ website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and social communities for gaining a quick overview or insight into topics and opinions in the social web and handle inbound leads or inquiries.
Apply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis.
Check all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. Approve the way of distribution.
Revise and analyse financial information and requirements of projects such as their budget appraisal, expected turnover, and risk assessment for determining the benefits and costs of the project. Assess if the agreement or project will redeem its investment, and whether the potential profit is worth the financial risk.
Provide assistance and support in all the efforts and actions required to implement a marketing campaign such as contacting advertisers, preparing briefings, setting up meetings, and shopping around for suppliers.
Approach people and draw their attention to a subject presented to them or to get information from them.
Supervise communication activity on a web forum and other discussion platforms by assessing if the content adheres to forum regulations, enforcing rules of conduct, and ensuring the forum remains free of illegal material and conflict.
Respond to and communicate with customers in the most efficient and appropriate manner to enable them to access the desired products or services, or any other help they may require.
Conduct mobile marketing using a mobile device e.g. tablet or smartphone. Gather personalised information and transfer it to customers in order to promote services or goods.
Execute optimal marketing research and strategies on search engine processes, also known as search engine marketing (SEM), in order to increase online traffic and website exposure.
Lead events by managing budget, logistics, event support, security, emergency plans and follow up.
Come up with an appealing title that draws people's attention to the content of your article, story or publication.
Solve problems which arise in planning, prioritising, organising, directing/facilitating action and evaluating performance. Use systematic processes of collecting, analysing, and synthesising information to evaluate current practice and generate new understandings about practice.
Determine the different areas and reach that the company has in terms of sales, in order to segment and divide those areas geographically for a better approach.
Reach out to and meet up with people in a professional context. Find common ground and use your contacts for mutual benefit. Keep track of the people in your personal professional network and stay up to date on their activities.
Take actions which support business activities by considering client needs and satisfaction. This involves understanding what customers want, providing advices, selling products and services or processing complaints, while adopting a positive attitude.
Guarantee communication and cooperation with all the entities and teams in a given organisation, according to the company strategy.
Take various factors into account to calculate the cost and potential revenues or savings gained from a product in order to evaluate the profit that could be generated by the new acquisition or by a new project.
Assess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.
Evaluate the performance and results of managers and employees considering their efficiency and effectivity at work. Consider personal and professional elements.
Examine and approve the layout of advertisements to ensure that they are according to customer and target audience requirements and specifications.
Take feedback from online visitors and take actions that address their requests according to their specific needs.
Foresee the need, the quality, and the quantity of food and beverages for an event depending on its scope, objective, target group, and budget.
Calculate and estimate the expected sales of products and services over different periods of time in order to determine their profitability.
Analyse the composition of the markets, segment these into groups, and highlight the opportunities that each one of these niches represent in terms of new products.
Determine potential suppliers for further negotiation. Take into consideration aspects such as product quality, sustainability, local sourcing, seasonality and coverage of the area. Evaluate the likelihood of obtaining beneficial contracts and agreements with them.
Implement strategies which aim to promote a specific product or service, using the developed marketing strategies.
Analyse, transform and model data in order to discover useful information and to support decision-making.
Understand and implement the guidelines and objectives provided by the headquarters of a company into the local management of a company or subsidiary. Adapt guidelines to the regional reality.
Read, understand, and interpret the key lines and indicators in financial statements. Extract the most important information from financial statements depending on the needs and integrate this information in the development of the department's plans.
Communicate and cooperate with advertising agencies in transmitting the goals and specifications of the marketing plan. Liaise to develop an advertising and promotional campaign that represent the aim of the marketing plan.
Liaise with managers in distribution points in order to plan and agree with them promotional events aimed at promoting the brands and products that those distribution channels sell.
Liaise with managers of other departments ensuring effective service and communication, i.e. sales, planning, purchasing, trading, distribution and technical.
Analyse business information and consult directors for decision making purposes in a varied array of aspects affecting the prospect, productivity and sustainable operation of a company. Consider the options and alternatives to a challenge and make sound rational decisions based on analysis and experience.
Manage the accounts and financial activities of an organisation, supervising that all the documents are correctly maintained, that all the information and calculations are correct, and that proper decisions are being made.
Plan, monitor, report on the budget and prepare set production budgets.
Apply content management methods and procedures to define and use metadata concepts, such as the data of creation, in order to describe, organise and archive content such as documents, video and audio files, applications and images.
Oversee distribution channels with regards to the requirements of customers.
Plan and monitor the assembly of structures such as stages, connection to the electricity network, lighting and projection equipment. Make sure the employees work according to customer's requirements and safety regulations.
Provide feedback to others. Evaluate and respond constructively and professionally to critical communication from colleagues and customers.
Maintain an overview of all the incoming tasks in order to prioritise the tasks, plan their execution, and integrate new tasks as they present themselves.
Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the workers to meet the company objectives. Monitor and measure how an employee undertakes their responsibilities and how well these activities are executed. Identify areas for improvement and make suggestions to achieve this. Lead a group of people to help them achieve goals and maintain an effective working relationship among staff.
Plan and prepare the production of promotional materials with third parties by contacting printing companies, agreeing on logistics and delivery, and making sure that deadlines are met.
Communicate with employees in order to ensure that their personal ambitions are in line with the business goals, and that they work to meet them.
Identify and work with suppliers to ensure quality of supply and best price has been negotiated.
Ensure that necessary daily amenities for visitors, vendors, expositors, and public in general are given and functioning properly. Ensure provision of reception, parking, toilets, catering, and accommodation amenities.
Execute multiple tasks at the same time, being aware of key priorities.
Analyse online experiences and online data for purposes of understanding user behaviour, triggers of online attention, and other factors that could optimise webpage development and exposure.
Manage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project's progress in order to achieve a specific goal within a set time and budget.
Identify and assess factors that may jeopardise the success of a project or threaten the organisation's functioning. Implement procedures to avoid or minimise their impact.
Plan programmes, agendas, budgets, and services of an event according to customers' requirements.
Develop marketing plan for upcoming exhibition; design and distribute posters, flyers and catalogues; communicate ideas with photographers, graphic designers and printers; prepare articles for online and printed media; keep website and social media up-to-date.
Prepare charts and graphs in order to present data in a visual manner.
Present arguments during a negotiation or debate, or in written form, in a persuasive manner in order to obtain the most support for the case the speaker or writer represents.
Communicate information in written form via digital or print media according to the needs of the target group. Structure the content according to specifications and standards. Apply grammar and spelling rules.
Carry out assessment and recruitment of personnel for the production.
Record and analyse website traffic by distributing surveys or using e-commerce and analytics. Identify the needs and preferences of target visitors in order to apply marketing strategies to increase website traffic.
Choose the best possible distribution channel for the customer.
Instruct students in the theory and practice of marketing, with the aim of assisting them in pursuing a future career in this field, more specifically in courses such as sales strategies, brand marketing techniques, digital sales methodologies, and mobile marketing.
Understand, extract and make use of patterns found in data. Use analytics to describe consistent happenings in observed samples in order to apply them to commercial plans, strategies, and corporate quests.
Use software that allows publishing, editing and modifying content as well as maintenance from a central interface.
Make use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.
Interpret different academic theories and models of academic nature and make use of them to create the marketing strategy of the company. Employ strategies such as the 7Ps, the customer lifetime value, and the unique selling proposition (USP).
Compose work-related reports that support effective relationship management and a high standard of documentation and record keeping. Write and present results and conclusions in a clear and intelligible way so they are comprehensible to a non-expert audience.