CompGeo Salary Survey Benchmark Job Summary and Competencies

Marketing, Advertising, and Public Relations Manager

Marketing, Advertising, and Public Relations Manager

The Benchmark Job Description below represents the specific Position Characteristics of the job used in the Salary Survey. Benchmark Job Descriptions should be inspected carefully to review the degree of matching between an organizations' Job and the Salary Survey Benchmark. Matching internal Jobs to Salary Survey Benchmark Jobs should not be done on Job Title alone. A thorough comparison of Salary Survey Benchmark to Internal Job Descriptions is recommended. A good overlap should exist on any comparisons used on critical Job Dimensions and Competencies.
 
CompGeo Occupation Group: Sales and Marketing
Job Family: Marketing Management
Benchmark Title: Marketing, Advertising, and Public Relations Manager
 
Summary Job Description Tasks
Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client; or if engaged in fundraising, plan, direct, or coordinate activities to solicit and maintain funds for special projects or nonprofit organizations. Develop pricing strategies, balancing firm objectives and customer satisfaction.
 
Identify, develop, and evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
 
Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, and return-on-investment and profit-loss projections.
 
Formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers.
 
Direct the hiring, training, and performance evaluations of marketing and sales staff and oversee their daily activities.
 
Negotiate contracts with vendors and distributors to manage product distribution, establishing distribution networks and developing distribution strategies.
 
Consult with product development personnel on product specifications such as design, color, and packaging.
 
Compile lists describing product or service offerings.
 
Use sales forecasting and strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
 
Select products and accessories to be displayed at trade or special production shows.
 
Confer with legal staff to resolve problems, such as copyright infringement and royalty sharing with outside producers and distributors.
 
Coordinate and participate in promotional activities and trade shows, working with developers, advertisers, and production managers, to market products and services.
 
Advise business and other groups on local, national, and international factors affecting the buying and selling of products and services.
 
Initiate market research studies and analyze their findings.
 
Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand.
 
Conduct economic and commercial surveys to identify potential markets for products and services.
 
Write interesting and effective press releases, prepare information for media kits and develop and maintain company internet or intranet web pages.
 
Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.
 
Manage communications budgets.
 
Manage special events such as sponsorship of races, parties introducing new products, or other activities the firm supports to gain public attention through the media without advertising directly.
 
Draft speeches for company executives, and arrange interviews and other forms of contact for them.
 
Assign, supervise and review the activities of public relations staff.
 
Evaluate advertising and promotion programs for compatibility with public relations efforts.
 
Confer with labor relations managers to develop internal communications that keep employees informed of company activities.
 
Direct activities of external agencies, establishments and departments that develop and implement communication strategies and information programs.
 
Formulate policies and procedures related to public information programs, working with public relations executives.
 
Respond to requests for information about employers' activities or status.
 
Establish goals for soliciting funds, develop policies for collection and safeguarding of contributions, and coordinate disbursement of funds.
 
Facilitate consumer relations, or the relationship between parts of the company such as the managers and employees, or different branch offices.
 
Maintain company archives.
 
Manage in-house communication courses.
 
Produce films and other video products, regulate their distribution, and operate film library.
 
Observe and report on social, economic and political trends that might affect employers.
 
Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.
 
Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.
 
 
CompGeo Occupation Group: Sales and Marketing
Job Family: Marketing Management
Benchmark Title: Marketing, Advertising, and Public Relations Manager
 
Important Knowledge Competencies Competency Description
Sales and Marketing Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
 
English Language Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
 
Customer and Personal Service Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
 
Communications and Media Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
 
Customer and Personal Service Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
 
Sales and Marketing Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
 
English Language Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
 
Administration and Management Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
 
Administration and Management Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
 
Communications and Media Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
 
Personnel and Human Resources Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.
 
Clerical Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
 
Computers and Electronics Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
 
Computers and Electronics Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
 
Clerical Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
 
Personnel and Human Resources Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.
 
Design Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models.
 
Education and Training Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
 
Economics and Accounting Knowledge of economic and accounting principles and practices, the financial markets, banking and the analysis and reporting of financial data.
 
 
CompGeo Occupation Group: Sales and Marketing
Job Family: Marketing Management
Benchmark Title: Marketing, Advertising, and Public Relations Manager
 
Important Skill Competencies Competency Description
Speaking Talking to others to convey information effectively.
 
Active Listening Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
 
Reading Comprehension Understanding written sentences and paragraphs in work related documents.
 
Writing Communicating effectively in writing as appropriate for the needs of the audience.
 
Social Perceptiveness Being aware of others' reactions and understanding why they react as they do.
 
Active Listening Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
 
Critical Thinking Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
 
Speaking Talking to others to convey information effectively.
 
Social Perceptiveness Being aware of others' reactions and understanding why they react as they do.
 
Persuasion Persuading others to change their minds or behavior.
 
Critical Thinking Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
 
Coordination Adjusting actions in relation to others' actions.
 
Persuasion Persuading others to change their minds or behavior.
 
Monitoring Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
 
Judgment and Decision Making Considering the relative costs and benefits of potential actions to choose the most appropriate one.
 
Complex Problem Solving Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
 
Judgment and Decision Making Considering the relative costs and benefits of potential actions to choose the most appropriate one.
 
Time Management Managing one's own time and the time of others.
 
Reading Comprehension Understanding written sentences and paragraphs in work related documents.
 
Active Learning Understanding the implications of new information for both current and future problem-solving and decision-making.
 
Coordination Adjusting actions in relation to others' actions.
 
Operations Analysis Analyzing needs and product requirements to create a design.
 
Monitoring Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
 
Systems Analysis Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
 
Systems Evaluation Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
 
Complex Problem Solving Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
 
Time Management Managing one's own time and the time of others.
 
Management of Personnel Resources Motivating, developing, and directing people as they work, identifying the best people for the job.
 
Negotiation Bringing others together and trying to reconcile differences.
 
Service Orientation Actively looking for ways to help people.
 
Management of Personnel Resources Motivating, developing, and directing people as they work, identifying the best people for the job.
 
Writing Communicating effectively in writing as appropriate for the needs of the audience.
 
Negotiation Bringing others together and trying to reconcile differences.
 
Systems Evaluation Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
 
Active Learning Understanding the implications of new information for both current and future problem-solving and decision-making.
 
Instructing Teaching others how to do something.
 
Service Orientation Actively looking for ways to help people.
 
Systems Analysis Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
 
Management of Financial Resources Determining how money will be spent to get the work done, and accounting for these expenditures.
 
Learning Strategies Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
 
Instructing Teaching others how to do something.
 
Management of Financial Resources Determining how money will be spent to get the work done, and accounting for these expenditures.
 
Mathematics Using mathematics to solve problems.
 
Mathematics Using mathematics to solve problems.
 
Learning Strategies Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
 
 
CompGeo Occupation Group: Sales and Marketing
Job Family: Marketing Management
Benchmark Title: Marketing, Advertising, and Public Relations Manager
 
Important Ability Competencies Competency Description
Oral Expression The ability to communicate information and ideas in speaking so others will understand.
 
Written Expression The ability to communicate information and ideas in writing so others will understand.
 
Speech Clarity The ability to speak clearly so others can understand you.
 
Oral Comprehension The ability to listen to and understand information and ideas presented through spoken words and sentences.
Oral Comprehension The ability to listen to and understand information and ideas presented through spoken words and sentences.
 
Written Comprehension The ability to read and understand information and ideas presented in writing.
 
Oral Expression The ability to communicate information and ideas in speaking so others will understand.
 
Problem Sensitivity The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.
 
Speech Recognition The ability to identify and understand the speech of another person.
 
Written Comprehension The ability to read and understand information and ideas presented in writing.
 
Deductive Reasoning The ability to apply general rules to specific problems to produce answers that make sense.
 
Written Expression The ability to communicate information and ideas in writing so others will understand.
 
Fluency of Ideas The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
Fluency of Ideas The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
 
Deductive Reasoning The ability to apply general rules to specific problems to produce answers that make sense.
 
Inductive Reasoning The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
 
Speech Recognition The ability to identify and understand the speech of another person.
 
Originality The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
 
Problem Sensitivity The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.
 
Inductive Reasoning The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
 
Speech Clarity The ability to speak clearly so others can understand you.
 
Originality The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
 
Information Ordering The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
 
Information Ordering The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
 
Category Flexibility The ability to generate or use different sets of rules for combining or grouping things in different ways.
Category Flexibility The ability to generate or use different sets of rules for combining or grouping things in different ways.
 
Selective Attention The ability to concentrate on a task over a period of time without being distracted.
 
Selective Attention The ability to concentrate on a task over a period of time without being distracted.
 
Near Vision The ability to see details at close range (within a few feet of the observer).
Near Vision The ability to see details at close range (within a few feet of the observer).
 
Flexibility of Closure The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.
 
Visualization The ability to imagine how something will look after it is moved around or when its parts are moved or rearranged.
 
Mathematical Reasoning The ability to choose the right mathematical methods or formulas to solve a problem.
Mathematical Reasoning The ability to choose the right mathematical methods or formulas to solve a problem.
 
Number Facility The ability to add, subtract, multiply, or divide quickly and correctly.
 
Memorization The ability to remember information such as words, numbers, pictures, and procedures.
 
Perceptual Speed The ability to quickly and accurately compare similarities and differences among sets of letters, numbers, objects, pictures, or patterns. The things to be compared may be presented at the same time or one after the other. This ability also includes comparing a presented object with a remembered object.
 
Time Sharing The ability to shift back and forth between two or more activities or sources of information (such as speech, sounds, touch, or other sources).
 
Far Vision The ability to see details at a distance.
Far Vision The ability to see details at a distance.
 
Visual Color Discrimination The ability to match or detect differences between colors, including shades of color and brightness.
 
 
CompGeo Occupation Group: Sales and Marketing
Job Family: Marketing Management
Benchmark Title: Marketing, Advertising, and Public Relations Manager
 
Tools/Technology Example Product Category
AdSense Tracker Data base user interface and query software
 
Adobe Systems Adobe InDesign Desktop publishing software
 
Adobe Systems Adobe Photoshop software Graphics or photo imaging software
 
Adobe Systems Adobe Reader Document management software
 
Armand Morin MultiTrack Generator Transaction server software
 
ClearEDGE software Data base user interface and query software
 
Database software (reporting feature) Data base reporting software
 
Database software (user interface and query feature) Data base user interface and query software
 
Databox software Data base user interface and query software
 
Email software Electronic mail software
 
Fast Track Systems software Data base user interface and query software
 
Graphic presentation software Graphics or photo imaging software
 
Listserv software Electronic mail software
 
Lyris HQ Web-Analytics Solution Analytical or scientific software
 
Microsoft Access Data base user interface and query software
 
Microsoft Advertising Atlas Search Project management software
 
Microsoft Excel Spreadsheet software
 
Microsoft Office software Office suite software
 
Microsoft Outlook Electronic mail software
 
Microsoft PowerPoint Presentation software
 
Microsoft Project Project management software
 
Microsoft Publisher Desktop publishing software
 
Microsoft Word Word processing software
 
Minitab software Analytical or scientific software
 
Nedstat Sitestat Analytical or scientific software
 
Online advertising reporting software Analytical or scientific software
 
Oracle Beehive Expert system software
 
Oracle Siebel Server Sync Customer relationship management CRM software
 
QAD Marketing Automation Customer relationship management CRM software
 
SAP software Enterprise resource planning ERP software
 
Sage SalesLogix Customer relationship management CRM software
 
Salesforce.com Salesforce CRM Customer relationship management CRM software
 
Structured query language SQL Data base user interface and query software
 
Web browser software Internet browser software
 
Desktop computers Desktop computers
 
Fax machines Facsimile machines
 
Notebook computers Notebook computers
 
Personal computers Personal computers
 
Personal digital assistants PDA Personal digital assistant PDAs or organizers
 
Photocopiers Photocopiers
 
Scanners Scanners
 
Tablet computers Tablet computers
 
 
CompGeo Occupation Group: Sales and Marketing
Job Family: Marketing Management
Benchmark Title: Marketing, Advertising, and Public Relations Manager
 
Prerequisite Qualification Category Education and Experience Level
Required Level of Education Bachelor's Degree
 
Required Level of Education Bachelor's Degree
 
On-Site or In-Plant Training None
 
Related Work Experience Over 4 years, up to and including 6 years
 
Related Work Experience Over 2 years, up to and including 4 years
 
On-Site or In-Plant Training None
 
 
CompGeo Occupation Group: Sales and Marketing
Job Family: Marketing Management
Benchmark Title: Marketing, Advertising, and Public Relations Manager
 
Alternate Job Title(s)
Account Executive
Account Manager
Account Supervisor
Account Supervisor
Alumni Relations Coordinator
Assistant Marketing Manager
Brand Manager
Bridal Consultant
Business Developer
Business Development Director
Business Development Director
Business Development Manager
Business Development Specialist
Category Manager
Channel Manager
Commercial Director
Commercial Lines Manager
Commercial Marketing Specialist
Communication Manager
Communications Coordinator
Communications Director
Communications Manager
Community Relations Director
Community Relations Director
Customer Service Manager
Development Director
Development Officer
Director of Business Development
Director of Communications
Director of Information
Director of Market Analysis
Director of Marketing and Public Relations
Director of Public Affairs
Director of Public Information
Director of Public Relations
Director of Sales Marketing
Director of Sales and Marketing
Executive Counselor
Fashion Coordinator
Fashion Marketer
Fashion Stylist
Fund Raiser
Fundraising Director
Fundraising Manager
Funds Development Director
Head of Marketing
Image Consultant
Information Director
Information Officer
International Trade Specialist
Internet Marketing Manager
Major Gifts Officer
Market Development Manager
Market Research Manager
Marketing Administrator
Marketing Agent
Marketing Assistant
Marketing Communications Manager
Marketing Communications Specialist
Marketing Coordinator
Marketing Director
Marketing Director
Marketing Executive
Marketing Manager
Marketing Officer
Marketing Operations Director
Marketing Planner
Marketing Representative
Marketing Sales Supervisor
Marketing Vice President
Media Buyer
Media Marketing Director
Media Planner
Media Relations Director
Membership Administrator
Membership Director
Pricing Analyst
Pricing Manager
Pricing Specialist
Product Development Manager
Product Line Manager (PLM)
Public Affairs Director
Public Affairs Specialist
Public Information Director
Public Information Officer
Public Information Relations Manager
Public Relations Coordinator
Public Relations Director
Public Relations Manager (PR Manager)
Public Relations Representative
Public Relations Supervisor
Publicity Director
Publicity Manager
Relationship Manager
Sales Officer
Sales and Marketing Manager
Sports Marketer
Strategic Planner
Strategist
Supervisor of Sales
Sustainable Products Marketing Manager
Trade Specialist
Underwriter Solicitation Director
University Relations Director
Vice President of Marketing
World Trade and Maritime Division Manager
 
CompGeo Occupation Group: Sales and Marketing
Job Family: Marketing Management
Benchmark Title: Marketing, Advertising, and Public Relations Manager
 
 
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