Competencies of Marketing Managers in South Africa

Scholars have devoted much attention to the development of marketing strategy, yet the literature detailing the skills or competencies of marketing managers is limited. Although much of the marketing theory acknowledges the need for marketing skills, it fails to identify these skills and competencies. The purpose of this paper is to identify the key competencies that marketing managers need in order to perform their duties effectively. A qualitative survey of marketing job specifications in companies as well as a study of marketing managers in large South African firms were undertaken. The results are reported and a list of important competencies are identified and discussed. Recommendations are made to management