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Mapping Marketing Competencies

Companies today want to apply more business discipline to developing and evaluating their marketing personnel. In response we offer clients a proven process for defining marketing competencies customized to their business and organizational needs.

Click here to read more about the methodology behind our Competency Management & Skill Building System. (pdf download)

Armed with a well-defined set of marketing competencies, companies and individual employees are able to guide decision-making in the following areas:

  • Job Performance: What are the specific skills that marketing personnel need to be successful? How do these skills vary across businesses, job functions and grade levels?
  • Career Development: What marketing skills do individuals need to master to advance their careers?
  • Recruitment & Selection: What marketing skills and experiences should potential employees exhibit?
  • Succession Planning: What is the right progression of responsibilities and skills within an organization?

Ultimately, an effective set of competencies offers individual contributors and managers a roadmap of where people are going in the organization.  

To learn more about how we can help your organization develop and implement a customized set of marketing competencies and skills, contact us.


 "Marketing is a learning game."

                        -Philip Kotler
related offering

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Marketing Training

Value-Based Marketing

American Express

“Kotler Marketing Group defined a set of marketing competencies that are relevant for both our B2B and B2C businesses. They’ve created a road map for professional development and skill building that will enable us to develop world-class marketing talent.”

                    – Jim Blann, SVP, Premium Value Group,
                       American Express

“Kotler Marketing Group helped us define a set of marketing skills and competencies for our company. Subsequent to the initial work, we have engaged them on several additional projects. We’ve been very pleased with their work.”

                    – Exec. Director, Global Marketing Talent,
                       A top-three PC manufacturer  


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