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Sinisa Zaric - The Role of The Marketing Manager
Sinisa Zaric - The Role of The Marketing Manager
For the small business, there are several different organisational approaches to marketing. The duty may lie with a single member of the team, or it could be a group responsibility. The great thing about a small team is the ability to quickly instill a marketing led ethos which can become the operational soul of your business. Depending on budget availability and the skills of the team, you may chose to outsource certain elements of the marketing process (such as market research) or decide to do these obs in!house. "ey responsibilities of the marketing manager # director vary according to the business but can include$
%nstilling a marketing led ethos throughout the business &esearching and reporting on e'ternal opportunities (nderstanding current and potential customers )anaging the customer ourney (customer relationship management) Developing the marketing strategy and plan )anagement of the marketing mi' )anaging agencies )easuring success )anaging budgets *nsuring timely delivery +riting copy ,pproving images Developing guidelines )aking customer focused decisions
The marketing role can be diverse or focused but now we-ll elaborate further on some key aspects which should be at the heart of the ob.
)arket research
)arketing managers need to have a good knowledge of the customer. This means building up an accurate picture using the resources that are available. %t is important to take personal opinion out of as many decisions as possible . you probably don-t think in the same way as a typical customer. %nformation can be gathered from questionnaires, focus groups, the internet, interviews, buying habits and many more sources, but it-s important that the information is
e'amined in a scientific way using proper statistical methods. /ut feel can only take your business so far.
to find new ones, but doing this requires all elements of the marketing mi' to be run well. For e'ample, it-s no use sending out a beautifully produced customer maga6ine if your customer service is dreadful or the product breaks easily.
Measuring su ess
,n important element of the marketing manager-s role which is often neglected is the process of collecting and analysing data on success. This can take the form of website hits, sales figures, market share data, customer satisfaction or many other metrics and it-s important to record and track these as a core part of the marketing process.
Final !or"s
)arketing managers have a diverse and varied ob, and promotion should ust be one element of the scope. 3hampioning a marketing focussed business structure will provide a greater chance of success in today-s challenging business environment and will lead to a more sustainable future.