Title: 9 What Do Marketers Do
Course: Principles of Marketing > Section: Chapter 9

What Do Marketers Do?

A product manager is the keeper of a brand. Their job is to develop the product strategy—the what, where, when, and how much of a product. Then, a product manager coordinates a cross-functional team of professionals from marketing, development, finance, legal, operations, manufacturing, supply chain, and more to bring the product to market successfully and shepherd the product through its life cycle. Product managers understand how strategy underpins a product’s success in the market and serves as a path to grow the brand.

Interview a product manager to determine the following:

1. What is their philosophy on successful product management from launch through the product life cycle?
2. What does their job entail? Who are the key members of their product ecosystem?
3. What is the career path that led them to this role?

Product managers can be found at companies of all sizes, including both B2B and B2C. You can use your network on LinkedIn or your professor to source an interviewee.