In this series of articles, the program directors of the Lyon campus share their valuable advice in their areas of expertise. Today, Anne-Laure Decarsin, director of the MSc 2 Marketing, Communication & Business Strategies, gives you 3 tips to become a (very) good marketing manager.
1. Listening to consumers and the market, the marketing manager’s ABC’s
Listening to your customers and your market is the cornerstone of your marketing strategy. We don’t ask the marketer to be omniscient, he doesn’t have all the answers, but his expertise consists in knowing how to find these answers with his consumers, current or prospective.
His role is to know how to make his customer talk and to listen to him actively in order to identify his expectations, before and better than the competitors.
It must then identify and choose from all the data collected those that will make the difference in its market, the data that creates the most value for the consumer. He will then structure these key data into an ambitious, unique, simple and coherent marketing proposition vs. the brand’s history to seduce and inspire its consumers and place them at the heart of its strategy.
2. Be able to think differently than your competitors
The leitmotiv in marketing is to know ” decadrer”…
This very fashionable neologism insists on an essential skill of the marketing manager : to be able to consider a marketing problem from a radically different angle than what we have always done in our market.
The marketing manager must be constantly on the lookout and know how to look at what is being done outside his market with a fresh eye, to be inspired by what works elsewhere and try to apply it to his own market. This willingness to identify the best in other markets and other targets allows it to remain in a dynamic process of creating value for consumers, customers, partners and therefore for the company.
This insatiable curiosity allows him to detect before others the creative nugget that will allow him to reinvent his market and innovate to take a step ahead of his competitors.
3. Knowing how to adapt permanently
This requirement in terms of flexibility and adaptability is at the very heart of the marketing manager’s job The diversity of his missions requires him to be both very down to earth, practical, organized, methodical, close to the ground, like a hard-working ant, while being capable, the next moment, of taking a high view of a strategic issue and being a visionary, able to see further than others, like a golden eagle.
They must also be able to adapt to a wide variety of markets, internal organizations, economic or legislative environments that are changing rapidly, and of course to a consumer who is constantly evolving, highly informed and ever more demanding.
The marketing manager must never take anything for granted and be able to constantly question himself.
The good news is that there is never a dull moment in this job passion![/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″][divider line_type=”No Line” custom_height=”32″][/vc_column][/vc_row][vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/4″][image_with_animation image_url=”20893″ alignment=”right” animation=”Fade In”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”3/4″][vc_column_text]
Anne-Laure Decarsin
Director of the MSc 2 Marketing Communication & Business Strategiesprogram
MSc & MBA INSEEC – Lyon Campus[/vc_column_text][/vc_column][/vc_row]
Updated 24 February 2022