marketing-manager/references/skills.md

Competences — marketing manager

Source: ESCO v1.2.1 occupation-skill relations (http://data.europa.eu/esco/occupation/6fcf4638-e7c7-4978-9302-9a7b63a3d57c).

Essential

• align efforts towards business development (skill/competence)
• analyse business plans (skill/competence)
• analyse consumer buying trends (skill/competence)
• analyse customer service surveys (skill/competence)
• analyse external factors of companies (skill/competence)
• analyse internal factors of companies (skill/competence)
• analyse work-related written reports (skill/competence)
• apply strategic thinking (skill/competence)
• brand marketing techniques (knowledge)
• channel marketing (knowledge)
• collaborate in the development of marketing strategies (skill/competence)
• content marketing strategy (knowledge)
• coordinate marketing plan actions (skill/competence)
• corporate social responsibility (knowledge)
• create annual marketing budget (skill/competence)
• define measurable marketing objectives (skill/competence)
• evaluate advertising campaign (skill/competence)
• evaluate marketing content (skill/competence)
• identify potential markets for companies (skill/competence)
• impart business plans to collaborators (skill/competence)
• implement marketing strategies (skill/competence)
• integrate marketing strategies with the global strategy (skill/competence)
• integrate strategic foundation in daily performance (skill/competence)
• manage budgets (skill/competence)
• manage profitability (skill/competence)
• market pricing (knowledge)
• market research (knowledge)
• marketing analytics (knowledge)
• marketing management (knowledge)
• marketing mix (knowledge)
• marketing principles (knowledge)
• organise participation in local or international events (skill/competence)
• perform market research (skill/competence)
• perform project management (skill/competence)
• plan marketing campaigns (skill/competence)
• plan marketing strategy (skill/competence)
• plan social media marketing campaigns (skill/competence)
• pricing strategies (knowledge)
• project management (knowledge)
• relationship marketing (knowledge)
• services marketing (knowledge)
• study sales levels of products (skill/competence)
• track key performance indicators (skill/competence)

Optional

• analyse data about clients (skill/competence)
• apply social media marketing (skill/competence)
• approve advertising campaign (skill/competence)
• assist in developing marketing campaigns (skill/competence)
• business intelligence (knowledge)
• carry out sales analysis (skill/competence)
• communicate with customers (skill/competence)
• communication principles (knowledge)
• conduct mobile marketing (skill/competence)
• conduct online competitive analysis (skill/competence)
• conduct search engine optimisation (skill/competence)
• content development processes (knowledge)
• contract law (knowledge)
• coordinate events (skill/competence)
• cost management (knowledge)
• create media plan (skill/competence)
• customer insight (knowledge)
• customer segmentation (knowledge)
• develop business plans (skill/competence)
• develop online community plan (skill/competence)
• e-commerce systems (knowledge)
• ensure client orientation (skill/competence)
• ensure cross-department cooperation (skill/competence)
• estimate profitability (skill/competence)
• forecast sales over periods of time (skill/competence)
• identify market niches (skill/competence)
• implement sales strategies (skill/competence)
• information confidentiality (knowledge)
• international trade (knowledge)
• keywords in digital content (knowledge)
• liaise with advertising agencies (skill/competence)
• liaise with distribution channel managers (skill/competence)
• liaise with managers (skill/competence)
• maintain relationship with suppliers (skill/competence)
• manage accounts (skill/competence)
• manage content development projects (skill/competence)
• manage distribution channels (skill/competence)
• manage staff (skill/competence)
• manage the handling of promotional materials (skill/competence)
• market entry strategies (knowledge)
• negotiate sales contracts (skill/competence)
• neuromarketing techniques (knowledge)
• online ads campaign techniques (knowledge)
• perform multiple tasks at the same time (skill/competence)
• perform product planning (skill/competence)
• plan events (skill/competence)
• prepare exhibition marketing plan (skill/competence)
• promote event (skill/competence)
• public relations (knowledge)
• sales argumentation (knowledge)
• sales department processes (knowledge)
• sales strategies (knowledge)
• search engine optimisation (knowledge)
• set sales goals (skill/competence)
• social media management (knowledge)
• social media marketing techniques (knowledge)
• statistics (knowledge)
• supervise sales activities (skill/competence)
• teamwork principles (knowledge)
• telemarketing (knowledge)
• use analytics for commercial purposes (skill/competence)
• use content management system software (skill/competence)
• use different communication channels (skill/competence)
• use theoretical marketing models (skill/competence)
• web analytics (knowledge)
• web strategy assessment (knowledge)

Market evidence (job-ad analysis, 43 ads, as of 2026-07-17)

Share of analyzed job ads mentioning the item (threshold ≥ 20 %). Source: JSearch/Adzuna APIs.

Hard skills

• data analysis — 42 %
• marketing strategy — 35 %
• content creation — 19 %