Marketing Skills List and Examples

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Simply put, a marketer’s job is to explain a company and its services or products to the public. A marketer should also be able to explain the needs and interests of the target market to the company. A successful marketer is one who can increase a company’s income by driving sales. Advertising is one branch of marketing, but there are others. Public relations, customer support, market research, and more are all part of the field.

There are many subtypes of marketing and many positions within each type, from entry-level jobs buying airtime or writing press releases to high-level brand management positions and other strategic, administrative roles. In the past, marketing often proceeded on the basis of intuition and personal experience, but today marketing often involves collecting, analyzing, and acting on huge amounts of data and also integrates the very latest in psychological research.

Educational Requirements for Marketers

Marketers generally must have at least a bachelor’s degree in a relevant field. For executive-level jobs, an MBA is usually required. Marketers do not need to have any special certifications, but there are several optional certifications generally accepted in the industry as indicating that an applicant is committed to the field.

How to Use a Skills List

Although marketing obviously involves many different skill sets, depending on the job, there are certain core skills that most marking positions require. Use this list of core skills as a guide to help craft your resume and cover letter, then when you identify a specific position to try for, check the actual job description carefully to make any necessary adjustments and to prepare for your interview. Be sure to have ready specific examples of times you embodied any skills that you claim to have.

Your interviewer may ask.

Examples of Marketing Skills 

 © The Balance, 2018

Communication
Marketing is a form of professional communication since it consists of communicating to the public why they should buy or otherwise engage with whatever is being marketed. Often, this will take the form of writing, from writing ad copy to creating scripts for TV spots or phone conversations. It might involve creating multimedia campaigns, understanding design, and having a general sense of who the end user is and what they want. 

Verbal communication is important as well, both for positions that involve speaking directly with potential buyers and those that do not. Since marketing is often a team effort, marketers must be able to communicate effectively within their own team and within their company.

Public Speaking
When coming up with a new campaign or marketing initiative, you likely will need to pitch your ideas to your clients or colleagues by making a presentation at a meeting. Some forms of marketing also involve making presentations to large groups of potential buyers. You must be comfortable speaking in front of groups, and you should be able to handle questioning on-the-spot and manage presentation software, such as PowerPoint or Prezi.

Analytical Thinking
Marketing requires a lot of research-based analysis to determine what the audience wants and needs, and a lot of careful strategy crafted around that strategy. Marketers often have to change course based on new information and should be able to draw logical conclusions based on data and other information received. 

Creativity
Marketers need to be able to think of new and exciting ideas to appeal to their clients and to the target demographic to keep from becoming stale. From having an eye for design to coming up with amusing concepts, the ability to think outside the box is crucial.

Negotiation
Negotiation is an undervalued skill in marketing. From negotiating with clients on budgets, timelines, and expectations, to working with designers and vendors, the ability to drive a hard bargain is a big part of success as a professional marketer.

Stress Management
Marketing is one of the most stressful career options you can choose; deadlines are demanding, and many things can go wrong at the last minute. To be a good marketer, you need to be able to handle stress without panicking.

Technology
Finally, technology skills are essential for your success. From using project management software to track the progress of a key campaign to using analytic programs to measure the success of social media campaigns, comfort with complicated suites of varying programs is required. You'll also likely be required to use certain systems to create marketing campaigns, depending on how digital and/or mobile your marketing will be. Comfort with technology requires continued learning, as new developments are made.

Marketing Skills List

A - C

  • Aesthetic sensibility
  • Analyzing consumer survey data
  • Analyzing consumer demographics and preference
  • Applying principle of differentiation to marketing plans
  • Applying principle of segmentation to marketing cases
  • Applying strategies for targeting to marketing projects
  • Attention to Detail
  • Brainstorming themes for advertisements
  • Calculating appropriate retail pricing for products
  • Collaborating with designers to create logos
  • Completing analyses of competitors
  • Composing concise promotional copy 
  • Composing marketing email
  • Competitive analysis
  • Composing direct marketing communications
  • Conducting focus groups
  • Conducting market research
  • Conducting media research
  • Conducting SWOT Analyses
  • Conforming to deadlines
  • Constructing consumer surveys
  • Creative
  • Critical thinking
  • Cutting costs

D - F

  • Defining target audiences
  • Demonstrating products
  • Developing consumer surveys
  • Developing rapport with clients
  • Devising marketing plans
  • Determining keywords for search engine optimization strategies
  • Developing social media strategy
  • Developing concepts for new products
  • Devising marketing plans
  • Devising press releases
  • Devising rewards and loyalty programs
  • Educating sales staff regarding brand viability
  • Evaluating advertising proposals
  • Evaluating the effectiveness of advertising campaigns
  • Evaluating the performance of agencies and contractors
  • Evaluating product packaging options
  • Event planning
  • Evaluating the validity of research
  • Facilitating focus groups
  • Facilitating meetings and discussions
  • Facility with customer relations management software
  • Financial analysis

G - Q

  • Influencing others
  • Interviewing sales staff to gauge customer responses to brands
  • Leadership
  • Listening
  • Managing budgets
  • Manipulating statistical packages
  • Microsoft Excel
  • Monitoring industry trends
  • Negotiating rates and terms
  • Organizational
  • Pitching marketing plans to group
  • Planning promotional events
  • Planning distribution of products
  • Problem Solving
  • Processing criticism about campaigns
  • Presenting to groups
  • Proposing new products and services
  • Quantitative

R - Z

  • Researching and selecting media outlets for advertising/promotion
  • Resiliency
  • Responding to threats to brands
  • Results oriented
  • Retail site selection
  • Reviewing website models for promoting products/services
  • Sales
  • Selecting and training brand ambassadors
  • Setting prices to maximize profit and sales volume
  • Soliciting feedback from customers
  • Solving marketing problems using qualitative analysis
  • solving marketing problems using quantitative analysis
  • Statistical
  • Stress management
  • Structuring focus groups
  • SWOT analysis
  • Storytelling
  • Time management
  • Utilizing presentation software
  • Writing reports
  • Writing advertising copy
  • Writing executive summaries
  • Writing press releases

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