company policies
The set of rules that govern the activity of a company.
Brand managers analyse and plan the way a brand is positioned on the market.
Competences and skills
43 ESCO relationsEssential knowledge 4 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
2 competencessales strategies
The principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.
Cross-sector
2 competenceschannel marketing
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.
consumer goods industry
The consumer goods industry refers to a concrete economic sector that produce and sell goods to consumers for they direct consumption, enjoyment or use. Industry that covers a wide range of activities whose target is the final consumption of products by households. It includes food production, clothing and leather, electronics, and household equipment, among other sectors.
Essential skills and competences 27 competences
Occupation specific
6 competencescarry out naming strategies
Come up with names for new and existing products; adaptations to the given factors of a language and particularly to the culture are necessary in order to achieve the desired effect.
create brand guidelines
Develop and implement guidelines for strategic brand handling by all stakeholders; discuss relevant content such as future expectations and brand guidelines; be prepared to face challenges.
design brand's online communication plan
Design of content and presentation of the brand in an online interactive platform.
digital
organise participation in local or international events
Apply for and secure a place to participate in local or international exhibitions and competitions.
perform brand analysis
Perform quantitative and qualitative analyses of all necessary information in order to evaluate the current state of a brand.
set brand positioning
Develop a clear identity and unique position in the market; communicate with stakeholders and distinguish from competitors.
Sector-specific
2 competencescarry out sales analysis
Examine sales reports to see what goods and services have and have not sold well.
implement sales strategies
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.
Cross-sector
19 competencesapply social media marketing
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.
digital
apply strategic thinking
Apply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis.
comprehend financial business terminology
Grasp the meaning of basic financial concepts and terms used in businesses and financial institutions or organisations.
coordinate advertising campaigns
Organise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other advertising channels
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 brand identity
Define the characteristics of a brand; identify what the brand stands for; develop a strong brand perception both internally and externally.
execute marketing plan
Carry out all the activities involved in achieving specific marketing objectives within a given timeframe
have computer literacy
Utilise computers, IT equipment and modern day technology in an efficient way.
digital
identify new business opportunities
Pursue potential customers or products in order to generate additional sales and ensure growth.
implement marketing strategies
Implement strategies which aim to promote a specific product or service, using the developed marketing strategies.
lead the brand strategic planning process
Manage the strategic planning process of the brand as well as provide innovation and progress in the strategy planning methodologies and improvements for consumer communication in order to base innovation and strategies on consumer insights and needs.
maintain financial records
Keep track of and finalise all formal documents representing the financial transactions of a business or project.
manage brand assets
Process for managing brands as assets in order to maximise their value.
manage staff
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.
perform customers’ needs analysis
Analyse the habits and needs of customers and target groups in order to devise and apply new marketing strategies and to sell more goods in a more effective way.
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.
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
select optimal distribution channel
Choose the best possible distribution channel for the customer.
stimulate creativity in the team
Use techniques like brainstorming to stimulate creativity in the team.
Optional knowledge 3 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
1 competenceservices 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
2 competencesemployment law
The law which mediates the relationship between employees and employers. It concerns employees' rights at work which are binding by the work contract.
international business
The processes related to production or distribution of goods and services across borders.
Optional skills and competences 9 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
3 competencesbuild rapport with people from different cultural backgrounds
Understand and create a link with people from different cultures, countries, and ideologies without judgements or preconceptions.
maintain relationship with suppliers
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.
price product
Set competitive prices and adjust the pricing to increase sales and clear out stagnant items from shop inventory.
Cross-sector
6 competencescarry out event management
Plan and execute all the technical and logistical aspects required for an event to be successful.
conduct search engine optimisation
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.
digital
manage budgets
Plan, monitor, report on the budget and prepare set production budgets.
perform multiple tasks at the same time
Execute multiple tasks at the same time, being aware of key priorities.
plan new packaging designs
Come up with new ideas concerning the size, shape and colour of packaging.
seek innovation in current practices
Search for improvements and present innovative solutions, creativity and alternative thinking to develop new technologies, methods or ideas for and answers to work-related problems.