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11 Must-Have Marketing Competencies (part 2)

Posted By The Marketing Institute, Wednesday 13 November 2019
Updated: Monday 11 November 2019

The Marketer Pathways framework was developed by the Marketing Institute following consultation with over 50 senior marketing practitioners from across a range of sectors. It dives into the business, marketing and people competencies that are required at various marketing career stages so marketers can identify where they are on their career journey, assess what they need to do next, develop a plan of action.

This section focuses on Marketing specific competencies and indicative behaviours. At each level we describe the core areas of marketing specialisation from brand, channel, digital marketing and new product development.

At the early career stages, you can use this to explore areas of specialisation, at the later career stages it will aid you in facilitating the development of your marketing team. 

This week we are looking at the remaining 5 out of the 11 marketing competencies.


7. Marketing Campaigns

Ability to develop successful marketing campaigns and lead and guide implementation. Uses strong market and customer insights to inform strategy and to deliver high impact campaigns. Works well with external agencies to develop highly creative campaigns. Strong expertise in the key campaign elements, including: analytics, research, brand development, advertising, digital marketing, sponsorship, promotional activities, direct marketing and consumer PR. A strong marketing communications capability and an ability to develop the best approach to effectively communicate to customers and other key audiences. 

Assess your level


8. New Product Development

Ability to develop an effective new product development (NPD) strategy for the business. Capacity to create an effective NPD process to generate a range of products, services and value propositions, consistent with overall business and marketing strategies. Ensures that the organisation’s overall product and service offerings, delivers on the brand promise and an excellent customer experience. The capacity to make the organisation’s product and service range, a key point differentiation and competitive advantage. 

Assess your level


9.Marketing Strategy

Has a clear understanding of the organisation’s vision, strategy and the key strategic drivers of growth. Can use these insights to realise organization objectives and to achieve business results. Takes a broad view of the organisation and its business and has a deep understanding of its internal and external operating environments. Brings clear strategic thinking to such issues such as; industry trends, the competitive environment, market and customer opportunities, emerging technology and effective stakeholder management. Can link the organisation strategy to day to day outputs and key operational deliverables. 

Assess your level


10. Research

Ability to use high quality customer, market information and analytics, to develop key customer and market insights. The use of such insights, to inform and guide overall business and marketing strategies. Capability to use relevant customer metrics such as, satisfaction, engagement and consumer behaviors, to evaluate the overall success of the marketing strategy and to guide new product development efforts. 

Assess your level


11. Customer Centricity

Has a clear focus on meeting the evolving needs of customers. Develops a customer experience which is consistent with the brand positioning, promise and values. Drives customer loyalty and satisfaction. Seeks to develop long-term and sustainable (profitable) customer relationships, using customer data and insights to better understand customer priorities and needs and deliver the best possible customer experience. 

Assess your level

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