Marketing refers to activities, institutions and processes that communicate, deliver or exchange items that have interest to customers, according to the American Marketing Association. A marketing coordinator -- sometimes called a marketing manager -- analyzes consumer behavior and directs efforts to maximize the demand for a business's products and services. The success of those efforts depends on the coordinator's organizational skills, ability to read trends and adeptness at finding leads to help a company expand its market share.

Brand Management

Ensuring the consistent presentation of a company's image through digital, print and social media advertising is one of the marketing coordinator's chief priorities. He regularly seeks new forums for a company's advertising messages and tracks how competitors and consumers react. For example, if negative comments appear on a corporate Facebook page or Twitter account, the organization would expect the coordinator to acknowledge them and represent its viewpoint, says Inc. magazine in its August 2010 article, "How to Mange Your Company's Brand."

Campaign Research and Management

With the assistance of public relations, product development and sales staff, the marketing coordinator estimates the potential demand for a company's products and services. He works out the best way of reaching consumers, develops a pricing strategy to maximize profits, and conducts surveys to evaluate their effectiveness. He outlines the campaign's goals, checks with the sales force to ensure they are achieved, and tracks public responses to them.

Event Planning

Conventions, press conferences, seminars and trade shows provide a forum for companies to promote their products and services. To arouse public interest, the organization sends customized e-mail invitations to selected clients, peers and sales prospects deemed crucial to an event's success, according to Cvents's white paper, "Secrets to Successful Event Marketing." Most of the major planning responsibilities fall to the marketing coordinator, however. He oversees all event-related logistics -- including the development of schedules and assignments, and attendees' travel and hotel requirements.

Lead Generation

Businesses need new customer leads to maintain and expand their market share. The marketing coordinator identifies those leads by monitoring trends that may suggest demands for new products and services. Using a point system, the coordinator determines the most likely sources of new business. He then refers the data to sales representatives to focus their attention on productive leads, the Salesforce.com website states. The company also expects him to regularly update and evaluate this information.

Minimum Requirements

Marketing managers or coordinators need a diverse range of classes to develop the analytical, interpersonal and organizational skills that the job requires. Entrants must also communicate persuasively to others, devise new ideas, think strategically, and work under pressure. Relevant classes might include communication methods and technology, consumer behavior, marketing and market research, and sales, the BLS states. To get hands-on experience, many students complete an internship before graduating with a bachelor of arts degree in a marketing-related field such as advertising, business or communications.