In a world where brands compete for attention across every screen, the demand for skilled marketing professionals has never been higher.
Whether you’re fresh out of high school, changing careers, or already working in marketing but eager to take your expertise to the next level, studying marketing management could be your next big move.
Marketing management is about understanding people, trends, data, and strategy to drive business success. As companies evolve in a digital-first economy, they’re looking for marketers who can lead with both creativity and analytical thinking.
In this post, we’ll break down what marketing management really means, the top marketing management skills in 2025, and how you can start (or grow) your career in this exciting, ever-changing industry.
What is marketing management, and why is it important?
Marketing management is the strategic process of planning, executing, and monitoring marketing activities to meet organisational goals and deliver customer value.
It encompasses everything from market research and campaign development to brand positioning, customer engagement, and performance analysis.
In essence, marketing management ensures that the right product reaches the right people at the right time, through the right marketing channels.
In order to achieve this, marketing managers need to consistently:
- Understand customer behaviour
- Analyse market trends
- Use data-driven strategies to run marketing campaigns (that can actually bring results and hit the mark every time)
But why exactly is marketing management so crucial in 2025?
Well, it all comes down to digital transformation. As everything becomes more digital and data-driven, customer demands are shifting, turnaround times are quicker than ever before, and processes are expected to happen faster and better to keep up.
What is the future of marketing in 2025?
As we move further into the digital age, marketing management is shifting and becoming increasingly vital for businesses. In fact, a 2023 McKinsey study highlighted that companies where CEOs prioritise marketing are twice as likely to achieve over 5% annual growth compared to those who don’t.
Here are some of the main ways marketing is shifting, and businesses need to keep up if they want to maintain growth.
Customer expectations and personalisation (with the help of AI)
Salesforce research indicates that 73% of customers expect companies to understand their unique needs and expectations.
To deliver this expectation at scale, many companies are turning to artificial intelligence so they can provide personalised experiences for customers.
That said, with AI-driven tools like predictive analytics and personalised content creation and delivery becoming the norm, marketing managers must balance automation with human insight.
This gap highlights the importance of marketers who can interpret data analytics and design strategies that resonate on a personal level.
Consumer trust hinges on ethical and authentic marketing
Consumers in 2025 are more discerning than ever. They’re looking for transparency, ethical practices, and brands that align with their values.
Effective marketing management ensures that messaging is consistent, socially responsible, and aligned with the brand’s core values.
In fact, consumers are willing to spend 9.7% more, on average, for sustainability-sourced products or goods since 85% of them say they have experienced the disruptive effects of climate change first-hand in their lives.
It’s crucial for marketing managers to stay up to date with these changes. A great way to do so is to study marketing management courses that cover marketing principles and key processes in-depth.
What skills do marketing employers look for?
As you can see, marketing is shifting, which means skills also need to shift and develop. Here are some of the top marketing management skills in 2025 based on what employers want in marketing.
- Data-driven decision making: Marketers today need to interpret vast amounts of data, from social media metrics to sales funnels and customer behaviour. Employers want professionals who can translate analytics into actionable strategies. For example, companies can use A/B testing email campaigns to optimise conversion rates.
- Digital marketing competencies: With digital platforms dominating, skills in SEO, SEM, PPC, email marketing, and influencer partnerships are essential. Employers also value experience with tools like Google Ads, Meta Business Suite, and HubSpot.
- Content strategy and storytelling: Companies want marketers who can craft compelling stories that connect with audiences and support the customer journey across platforms (blogs, YouTube, podcasts, TikTok, etc.).
- Project and campaign management: Marketing managers must juggle multiple tasks, from budget planning to cross-functional collaboration. Employers want people who can organise and lead a campaign from idea to execution. Key tools managers should be familiar with include Asana, Monday.com, Trello, Airtable, or ClickUp.
- Customer-centric mindset: Companies want marketers who prioritise understanding the customer. This means developing empathy-based personas, conducting feedback loops, and enhancing CX (Customer Experience). According to research, 51% of customers say service experience is more important than price.
- Social media savvy: Not just posting, but understanding platform-specific trends, paid vs organic strategies, community management, and social listening. TikTok, LinkedIn, Instagram, and YouTube are especially key in 2025.
- Adaptability and continuous learning: With AI, AR, voice search, and other tech reshaping the landscape, marketing professionals must stay curious and constantly upskill.
The best way to gain these skills is by pursuing marketing manager qualifications, such as the Higher Certificate in Marketing Management or Postgraduate Diploma in Digital Marketing. These qualifications cover in-demand marketing skills to prepare you for the future of marketing careers.
FAQ
Do I need a degree to get into marketing management?
No, a degree is not always required to break into marketing management, but it can be helpful, especially for climbing the corporate ladder. What matters more today is your skills, results, and real-world experience.
That said, a degree or marketing qualification can give you a great advantage since you’ll learn complicated concepts and marketing principles that someone without this type of training doesn’t know.
What industries hire marketing managers in South Africa?
Marketing Managers are needed in almost all industries since businesses require them to make sales. Some of the top industries hiring marketing managers in South Africa include:
- Retail and eCommerce
- Examples: Woolworths, Takealot, Superbalist, Checkers Sixty60.
- Financial services and banking
- Examples: Standard Bank, FNB, Capitec, Discovery Bank, TymeBank.
- Technology and telecommunications
- Examples: Vodacom, MTN, Telkom, Dimension Data, Liquid Intelligent Technologies.
- Fast-moving consumer goods (FMCG)
- Examples: Unilever SA, Nestlé, Tiger Brands, Pioneer Foods.
- Tourism, travel, and hospitality
- Examples: South African Tourism, Sun International, Tsogo Sun, Airlink.
Other popular industries for Marketing Managers include education and online learning, real estate and property development, healthcare, automotive, and non-profits.
How do I transition into marketing from another career?
Transitioning into marketing from another career is absolutely possible, and more common than you might think. Many successful marketers started in unrelated fields like teaching, finance, engineering, or admin before finding their way into the world of marketing.
Start by leveraging your transferable skills and picking a marketing path. Then, upskill with online courses, such as REGENT’s Higher Certificate in Marketing Management or Postgraduate Diploma in Digital Marketing.
Then, build your portfolio, network with others in the industry, and apply for junior or entry-level roles so you can find a job and work your way up.
Study marketing with REGENT
Now that you understand the skills needed for marketing jobs and how you can gain these skills through online courses (even while working), you likely want to learn more about what these courses entail.
If so, you can consider REGENT’s Higher Certificate in Marketing Management, which is the best fit for graduates straight out of matric.
On the other hand, if you are already a working professional and have a different qualification but would like to transition to marketing, consider the Postgraduate Diploma in Digital Marketing.
