ORGANIZATION OF A MARKETING DEPARTMENT



The marketing department of any enterprise is responsible for promoting the products, ideas and mission of the enterprise, finding new customers, and reminding existing customers that you are in business. It organizes all the activities that are concerned with marketing and promotion. It may consist of a single person or a group of people working in a hierarchal system who are responsible for bringing the product of the business to the attention of its targeted customers. Since this department is the key to your revenue and business activity, it requires people who have the skills for dealing with people and understanding what they require.

There is no hard and fast rule to the organization of a marketing department, which depends entirely upon the needs of the business, its size and the amount of money that it wants to spend on marketing. But a typical marketing department in a large business operation is organized as follows:

· Chief Marketing Officer: This is the person who is at the top of the pyramid and is in charge of the marketing department. The responsibilities of CMO lie in the decision making within the process of the development of the major marketing strategies, as well as running the marketing department. CMO is also answerable to the Board of Directors or the Management about the results of the marketing strategies.

· Marketing Director:The person in this role is responsible for all the marketing strategies that are created and implemented. With his tasks he assists the CMO of the company.

· Vice President Marketing: He is answerable to the Marketing Director. His responsibility is the implementation of the marketing strategies of the organization. He works with the marketing manager in determining the strategies, messages, and media to be employed for marketing.

· Marketing Manager: Marketing Manager works under the vice president marketing and assists him with the implementation of all marketing strategies including creating messages or advertisements for marketing, choosing the medium of displaying the messages, which might include print media, television, banners and hoarding, website and social media marketing, etc. A marketing manager is also responsible for managing the other employees of the department. There may be one or several marketing managers depending upon the size and requirements of the business.

· Marketing Analyst or Researchers: These individuals are responsible for research and analysis that drives the marketing department and guides its marketing strategies by finding out about the target customers and the competition of the business. Marketing Analysts employ marketing tools such as surveys or studies to discover information that may be useful for marketing. They report to the marketing manager.

· Public Relations: Public Relation Officer is in charge of managing the reputation and goodwill of the company. His job is to create understanding of the clients and try to influence their thinking and behavior. PRO uses media management and communication to build up the company’s profile. The PRO works under the Marketing Manager and reports to him.

· Social Media Expert/Creative services: With the internet becoming a major player in marketing, a company benefits from the services of Social Media Experts (SME) and creative services. While the SMEs concentrate on marketing the business and its service on the internet so that more people become aware of it, the creative services take care of designing and presentation part of the business, these include websites, web pages, brochures, booklets, flyers, advertisements, mailers and e-mailers, and all other promotional material that is required by the marketing department. The creative services and social media marketing report to the marketing manager and work under him.

· Marketing Coordinator: Coordinates all the various sections of the marketing department and manages the advertising and marketing campaigns. Marketing Coordinator is responsible for tracking sales data, maintaining the promotional material inventory, planning events, preparing reports, etc. They work with the Marketing Manager and assist him.

· Marketing Assistant: Assists and reports to the marketing manager to run the day to day business of a marketing department. Carries out administrative work required for the smooth running of the department.

Depending on a company size, there might be implemented a hierarchical organization of a marketing departments within a company.


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