What You Need to Know About Marketing Management

Have you ever noticed how some marketing campaigns appear to take off effortlessly? That starts with having an effective marketing management process in place.

Market analysis, research and analysis, strategic planning, implementation and monitoring – these all constitute part of this process. Continue reading for more insight.

Market Research and Analysis

Market research and analysis refers to the practice of conducting in-depth studies of consumer behavior to understand how products and services are sold in a marketplace. It is often the starting point of marketing management and can be carried out via surveys, collecting data sets, conducting interviews or SWOT analyses or reviewing previous marketing campaigns.

Once research and analysis is complete, a marketing strategy can be devised. This strategy should focus on meeting consumer needs effectively while creating competitive advantage; while also considering any risks or challenges the business may encounter in meeting those goals. Once this plan has been created, a marketing management team will oversee all costs, schedules, resources necessary for its execution; this includes overseeing advertising/promotions campaigns as well as new customer acquisition to ensure everything stays on schedule during execution of said plan.

Planning and Strategy

Marketing management refers to overseeing and overseeing marketing activities within an organization. This process encompasses planning and executing campaigns, tracking results, making improvements, as well as analyzing customer statistics and product offerings to determine what type of strategy best fits for your company.

Effective marketing plans are essential in acquiring new customers and increasing profitability in any industry. You can measure the success of your plan using multiple metrics such as customer satisfaction ratings and feedback, website traffic metrics, revenue generation or conversion rates.

Planning is future-focused while strategy is action-based, so both require careful thought and execution for optimal success. Failing to implement your marketing strategy successfully could have disastrous repercussions for your company if done incorrectly; so making your plan clear, detailed, and measurable goals for its implementation are vital components for its success.


Implementation is the act of turning plans into actions, giving life to ideas. Implementation involves turning an initial concept or idea into an actual project that can be measured against its plan, including revenue, sales, customer satisfaction scores and feedback levels, website visitor counts and any other parameters set out in your strategy and planning document.

Marketing management assists a company in building up a good public image in the marketplace while simultaneously drawing more customers to purchase the products of that specific business. Marketing management is integral for surviving in today’s highly-competitive environment.

Implementation is also about making sure you have all of the resources necessary to complete a project on time and within budget, whether they include money, people, software and physical or technical materials. By planning ahead and being pro-active with everything ready before starting the work on any given project, risks can be significantly decreased by being proactive about getting all the pieces ready to go before diving in headfirst.


Monitoring is an integral element of a project, intervention or public policy program, collecting regular updates on activity outputs and impacts in order to measure progress toward goals and objectives. Data should also be collected at specific points throughout a program (including at its inception in order to establish baseline information) while designing fit-for-purpose monitoring systems that meet different information needs of primary intended users (project participants, senior management in implementing organisations/government departments/funders etc).

Process or real-time monitoring, which provides detailed, early information about what’s happening on the ground at any given moment, helps identify any issues that could impede implementation and interfere with expected outcomes. Typically conducted by professional M&E officers, process monitoring or real-time monitoring involves collecting regular updates of information and using this as inputs for reporting as well as tracking outputs, deliveries and schedules against planned outputs or schedules.

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