market pricing
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.
Chief marketing officers manage the high level marketing operations in a company. They coordinate all the efforts related to the marketing, promotional, and advertising activities across units or geographical areas. They make sure that different activities aimed at creating awareness of products are profitable for the company. They take decisions and prepare reports on marketing projects and the costs they entail.
Competences and skills
63 ESCO relationsEssential knowledge 7 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
2 competencesservices marketing
The set of marketing activities for businesses that provide services to improve brand awareness and raise sales. It focuses on intangible commodities.
Cross-sector
5 competencesbrand marketing techniques
The methods and systems used in researching and establishing a brand identity for marketing purposes.
business management principles
Principles governing business management methods such as strategy planning, methods of efficient production, people and resources coordination.
content marketing strategy
The process of creation and share of media and publishing content in order to acquire customers.
market analysis
The field of market analysis and research and its particular research methods.
marketing mix
Principle of marketing that describes the four fundamental elements in marketing strategies which are the product, the place, the price and the promotion.
Essential skills and competences 19 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
0 competencesNo competences in this bucket.
Cross-sector
19 competencesalign efforts towards business development
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 consumer buying trends
Analyse buying habits or currently prevalent customer behaviour.
analyse external factors of companies
Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.
analyse internal factors of companies
Research and understand various internal factors that influence the operation of companies such as its culture, strategic foundation, products, prices, and available resources.
analyse work-related written reports
Read and comprehend job-related reports, analyse the content of reports and apply findings to daily work operations.
create annual marketing budget
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.
define measurable marketing objectives
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.
evaluate marketing content
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.
identify potential markets for companies
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.
integrate marketing strategies with the global strategy
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.
interpret financial statements
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.
liaise with managers
Liaise with managers of other departments ensuring effective service and communication, i.e. sales, planning, purchasing, trading, distribution and technical.
make data-driven decisions
Collect data such as Key Performance Indicators (KPIs) for an organisation and use the information to formulate actions and strategies.
manage profitability
Regularly review sales and profit performance.
plan marketing campaigns
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.
digital
plan marketing strategy
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.
study sales levels of products
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.
track key performance indicators
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.
use analytics for commercial purposes
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.
digital
Optional knowledge 22 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
5 competencescustomer insight
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.
e-commerce systems
Basic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc.
digital
neuromarketing techniques
A field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to marketing stimuli.
project management
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.
web strategy assessment
Techniques for conducting a deep analysis of a company's web presence.
digital
Cross-sector
17 competencesconsumer law
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.
customer segmentation
The process whereby a target market is divided into specific sets of consumers for further market analysis.
financial capability
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.
graphic design
The techniques to create a visual representation of ideas and messages.
digital
international trade
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.
market entry strategies
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.
marketing analytics
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.
digital
online ads campaign techniques
Techniques to plan and implement a marketing campaign on online ads platforms.
digital
printing techniques
The techniques and processes to reproduce text and images using a master form or template such as letterpress printing, gravure, and laser printing.
quality assurance methodologies
Quality assurance principles, standard requirements, and the set of processes and activities used for measuring, controlling and ensuring the quality of products and processes.
relationship marketing
The process within Customer Relationship Management (CRM) and focuses on customer retention, satisfaction and lifetime customer value.
reputation management
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.
social media marketing techniques
The marketing methods and strategies used to increase attention and website traffic through social media channels.
digital
statistics
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.
subsidiary operations
The coordination, processes, and operations revolving around the management of subsidiaries either nationally or internationally. The integration of strategic guidelines coming from the headquarters, consolidation of financial reporting, and abidance by the regulatory mandates of the jurisdiction where the subsidiary operates.
trading law
Field of law that states and regulates the affairs and legal practices for trading goods and services.
trendwatching
The practice of understanding the world and its ever-changing nature. The observation of different phenomena in the world in order to predict and foresee the evolution of things in the world.
Optional skills and competences 15 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
4 competencescommunicate with customer service department
Communicate with customer service in a transparent and collaborative manner; monitor how service is operating; relay real-time information to customers.
conduct online competitive analysis
Assess strengths and weaknesses of current and potential competitors. Analyse competitors' web strategies.
plan social media marketing campaigns
Plan and implement a marketing campaign on social media.
digital
prospect new customers
Initiate activities in order to attract new and interesting customers. Ask for recommendations and references, find places where potential customers can be located.
Cross-sector
11 competencesanalyse supply chain strategies
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.
coordinate marketing plan actions
Manage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts.
develop public relations strategies
Plan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stakeholders.
impart business plans to collaborators
Diffuse, present, and communicate business plans and strategies to managers, employees making sure that objectives, actions, and important messages are properly conveyed.
implement marketing strategies
Implement strategies which aim to promote a specific product or service, using the developed marketing strategies.
liaise with advertising agencies
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.
manage budgets
Plan, monitor, report on the budget and prepare set production budgets.
manage development of promotional material
Perform, oversee or contact agencies for the content creation, designing and distribution of informational and advertising material.
manage yield
Ability to conceive a pricing strategy based on understanding, anticipating, and influencing consumer behaviour in order to maximise revenue or profit from a fixed perishable resource from airline resources, such as seats.
perform market research
Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.
use theoretical marketing models
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).