The Professional Marketing Manager Competency Model

Human resources are one of the most important resources in organizations. And the professional managers (esp. the marketing managers) are the most active "cell" in organizations; they are necessary parts of the core competence in organizations. So, the training and development of these managers is the key point of the HR competence. The qualification of marketing managers is directly related to the future of organizations.The selection of qualified marketing managers is a popular issue for organizations. Many basic researches have been done on this theme, but seldom focused on marketing managers' competence, and on establishment of competence model for the marketing managers. I put a lot of efforts on collecting a sum of real data in an electric appliance Group. With several research methods including job analysis, behavior event interview and HR appraise measurement software, I established a competence model for marketing managers to forecast the performance of marketing managers. And I also found some inherent relations among marketing managers competencies. During the research, several mathematic and statistic methods were also used such as Pearson correlate analyze, Hierarchical cluster analyze and T test etc.The competence model of the marketing manager can provide guidelines for the selection of marketing managers, the forecast of the managers' performance and the design of the career-developing plan for marketing managers. Organizations can improve their training system, through which marketing managers' abilities can be enhanced. And finally, the competence of organizations will be upgraded.With China's joining WTO, The demand of the professional marketing managers will be greatly increased. This research not only provides the basic theory for the selection of the professional personnel to enrich the theory of the HRM, but also contribute to the practice of HRM, which will enhance the competence of organizations.