Marketing management MKTG

Developing, implementing and managing marketing strategies and plans to achieve organisational objectives and drive business growth.

Revision notes

Updates for SFIA 9

Theme(s) influencing the updates for this skill: Support for specialised domains in the field of marketing, Making SFIA easier to consume (enhance readability/guidance/descriptions), Making SFIA easier to consume (updates to skill name/skill description), Making SFIA easier to consume (new levels).
Skill renamed from Marketing to Marketing management to aid understanding of the scope of this skill
New levels have been added at level 7.
Levels have been removed at levels 2 and 3.
Readability improvements have been made to levels 4, 5, and 6.
You can move to SFIA 9 when you are ready - SFIA 8 skill descriptions will still be available to use.
Previous SFIA assessments or skills mapping may be impacted by this change.

Guidance notes

Activities may include, but are not limited to:

defining marketing strategy, goals and target customers
creating and executing comprehensive marketing plans
managing marketing budgets and resources
aligning marketing activities with business objectives
measuring and analysing marketing effectiveness and return on investment (ROI)
supporting business development and growth initiatives
evaluating and optimising marketing activities
developing creative solutions to brand and business challenges
adapting strategies based on market insights and performance data
collaborating with stakeholders to inform and execute strategies.

Understanding the responsibility levels of this skill

Where lower levels are not defined...

Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.

Where higher levels are not defined...

Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and responsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

Learning key concepts and principles related to this skill and its impact on your role
Performing related skills (see the related SFIA skills)
Supporting others who are performing higher level tasks and activities

Where higher levels are not defined...

You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Click to learn why SFIA skills are not defined at all 7 levels.

Show/hide extra descriptions and levels.

Levels of responsibility for this skill

Level 1

Level 1 - Follow: Essence of the level: Performs routine tasks under close supervision, follows instructions, and requires guidance to complete their work. Learns and applies basic skills and knowledge.

Level 2

Level 2 - Assist: Essence of the level: Provides assistance to others, works under routine supervision, and uses their discretion to address routine problems. Actively learns through training and on-the-job experiences.

Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

Marketing management: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and guides others, delegates tasks when appropriate, works autonomously under general direction, and contributes expertise to deliver team objectives.

Contributes to the development and execution of marketing plans.

Applies recognised good practices to analyse marketing effectiveness and ROI.

Assists in defining target customers and brand positioning. Implements solutions to marketing challenges within established guidelines. Collaborates with team members to execute marketing activities.

Marketing management: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for delivering significant work outcomes, from analysis through execution to evaluation.

Develops and manages comprehensive marketing plans aligned with business objectives.

Implements strategies to maximise marketing effectiveness given organisational goals. Leads the definition of target customers and brand positioning.

Analyses complex data to inform marketing decisions. Creates innovative solutions to marketing challenges.

Coordinates with other teams to execute integrated marketing approaches.

Marketing management: Level 6

Level 6 - Initiate, influence: Essence of the level: Has significant organisational influence, makes high-level decisions, shapes policies, demonstrates leadership, promotes organisational collaboration, and accepts accountability in key areas.

Defines and oversees the execution of marketing strategies to achieve organisational goals.

Ensures alignment of marketing plans with business objectives and market insights. Evaluates and optimises marketing effectiveness and budget allocation to drive outcomes.

Identifies and addresses current and future marketing capability needs.

Collaborates with senior leadership to integrate marketing strategies with organisational vision.

Marketing management: Level 7

Level 7 - Set strategy, inspire, mobilise: Essence of the level: Operates at the highest organisational level, determines overall organisational vision and strategy, and assumes accountability for overall success.

Leads the creation of long-term marketing strategies aligned with organisational vision.

Directs the marketing function, ensuring integration of marketing plans with business goals. Oversees the evaluation and optimisation of marketing activities, ensuring maximum impact and efficiency.

Provides strategic advice to senior leadership on marketing trends and opportunities.

Promotes a culture of creativity and continuous improvement within the marketing team. Ensures the marketing function adapts to changing market conditions and business needs.

Large change Structural change New level