Video: Marketing Manager: Job Responsibilities | Skills & Salaries (2020-21) 2024, July
The success of a company depends to a large extent on product sales and an effective marketing strategy. Therefore, the marketing director is far from the last in the management team of the organization. What is marketing? In simple words - this is an attempt to understand what the client wants to give him this.
In most cases, an employee who is applying for this position requires certain personal qualities, among them the most important are the ability to reasonably explain one’s own point of view, to speak correctly and know business ethics, as well as analytical and strategic thinking.
Since such work is directly related to management, the candidate must have excellent stress resistance, be able to manage a large number of employees and be purposeful.
Marketing concept
This process is forecasting the needs of potential customers and satisfying the demand of potential buyers by providing them with the goods of interest. Marketing activities include a variety of research, pricing, packaging, planning, advertising, sales and services. What is marketing in simple words? This is a series of activities aimed at studying customers and satisfying their needs.
In the company, specialists in this field perform many functions, and all this with one goal - to make the product as useful and necessary as possible for the target audience. At the same time, absolutely everything is taken into account: the financial situation of the buyer, his gender, and even the scope of his activity. In fact, this is a huge amount of statistical and analytical activity, thanks to which marketing strategies are then built and the effectiveness of their implementation is calculated.
Requirements for a candidate
The competencies of the marketing director include a number of characteristics that a person must have in order to get a position. He must have a specialized education in marketing, entrepreneurship, management, or sociology. Some companies may recruit an employee who does not have a diploma, but at the same time, he must work for more than five years in a leadership position in the relevant field. He should have experience in setting marketing functions, tasks and monitoring their implementation.
Moreover, only those cases where a significant result was actually obtained are taken into account. The head of the marketing department requires practical experience in conducting marketing research of all types, forecasting sales and pricing, in organizing advertising activities. In addition, he must be able to manage personnel, minimize the company's expenses on product promotion, and quite often companies need knowledge of foreign languages.
Provisions
Appoint or dismiss a specialist from this position can only the CEO of the company, in which he is directly subordinate. This employee is a manager. He submits the departments of marketing, advertising, public relations, design bureau and others, depending on the scale and scope of the company where he is employed. This position can be obtained by a certified specialist with five years of senior management positions in the same field as the employer company. In the process of carrying out his work, he must be guided by regulations, acts, company charter and instructions.
What a marketing director should know
It is assumed that when entering work, the employee got acquainted with all the regulatory and legal acts that affect his field of activity. Including the sale of goods, the provision of services, assessment of the economic and financial condition of the market, its capacity and structure.
He knows all the techniques used to determine the solvency of demand for goods that are produced by the company where he is employed. He knows how to develop promising and current plans for the release of products and their implementation on the market. He must know the financial, economic, tax and labor laws, progressive sales and trading methods, be able to determine the needs of the industry and the prospects for its development.
Other knowledge
The job description of the marketing director assumes that he knows the methods of market analysis, knows how to make forecasts of product demand, understands advertising and knows how to conclude commercial contracts, communicate information about goods and services to potential buyers. His knowledge includes a method of analyzing motivation and consumer attitudes towards products manufactured by the company where he is employed. The employee must constantly be aware of what changes are occurring in the organization of the sale of goods and services. In addition, he is required knowledge in the field of economics, psychology and labor organization.
Functions
The tasks of the marketing director include the development of the marketing policy of the company. He does this based on the results of an analysis of consumer opportunities, product demand and other important characteristics. In addition, he is involved in the preparation of current and long-term plans, and involves departments subordinate to him in the process. The plan takes into account the scale of production, sales of goods, the search for new markets for the sale of manufactured products.
The director coordinates the activities of all departments regarding the collection and analysis of economic and commercial data, as well as provides information to all departments of the company. He should also organize the collection and analysis of data regarding the opinions of potential customers of the company regarding the manufactured product. Based on this information, he prepares proposals aimed at increasing the competitiveness of the company and improving the quality of products or services.
Duties
The functions of the marketing director include organizing the development of a strategy for advertising campaigns involving the media. He is involved in the company’s participation in exhibitions, fairs and other events related to the organization’s industry in order to inform potential customers and find new markets for marketing products.
Engaged in the formation of corporate identity, promotional products and its implementation. Together with other departments of the company, it is engaged in the analysis and development of measures that will help determine which technical, economic and other characteristics of products should be changed. This is done to increase the competitiveness of goods and stimulate their sale.
Other functions
The job description of the marketing director assumes that he is engaged in the protection of company documentation and information that belong to confidential information, including employee data and other documents related to trade secrets. It is this employee who carries out advanced training for employees and affects their career advancement based on their personal merits and skill level.
It ensures that all subordinate employees comply with the rules and articles of association of the company, including labor protection instructions for work. Based on the work, the company's employees are engaged in bringing them to justice or reward for a job well done. He is obliged to create all conditions so that it is painlessly able to introduce and use advanced marketing technologies. He is also engaged in their improvement and optimization. An employee coordinates the planning and reporting of the marketing department.
Other duties
The job description of the marketing director assumes that he distributes the tasks between subordinates and controls their timely and high-quality implementation. He must constantly monitor the best practices in the field of his activity and be able to generalize and implement it as a tool in the company where he is employed. His responsibilities include advising other employees of the company on issues related to the organization’s marketing policy.
In addition, the head of the marketing department is obliged to keep all the documentation, including making timely reports and presenting them to the management and other officials who can view them taking into account their authority. This position implies that, if necessary, employees can be attracted to work overtime to fulfill their duties, but without going beyond the scope of labor legislation. If necessary, this employee replaces his supervisor, assuming his duties and powers. But only if an appropriate order has been received.
Rights
As the job description of the marketing director suggests, the rights of this employee include making decisions aimed at the proper implementation of marketing work and ensuring the activities of subordinate units within its competence. He can be held accountable for material damage to the company where he is employed, if it arose through the fault of his actions and the decisions he made.
Such an employee has the right to offer management to encourage or hold accountable the employees of the company and to make such decisions independently. He also has the right to draw up and adjust labor protection instructions for work. An employee may invite management to provide additional material or technical support, if necessary, to increase the effectiveness of the marketing department. He also has the right to participate in the consideration of marketing issues by collegial bodies.
A responsibility
The employee holding this position is responsible for the proper fulfillment of their duties and the timely completion of their tasks. He can be held accountable for exceeding his authority or for personal use, for providing the management with inaccurate information about his work or the work of his subordinates, or if he has not taken measures to prevent violation of the rules and standards adopted by the company.
The responsibility of the marketing director also includes ensuring the proper execution of work on the established marketing plan. He must monitor the subordinates' performance of labor discipline, as well as ensure their employees safe working conditions and the implementation of labor safety rules. He may also be held accountable for the disclosure of confidential information, violation of trade secrets and improper preservation of important documentation.
The work of the head is evaluated by his immediate supervisor and a special certification commission on the basis of documents reflecting the results of his activities.
