Marketing department

Marketing department is a department within a business set up which is responsible for activities such as public relations, promotion and advertising. Companies have increased their marketing budgets dramatically and spend millions of dollars now more than any time before and it is going up every year. The cumulative function of marketing is to communicate, deliver and create value for the consumer.

Responsibilities of marketing department

The marketing department in a company has a number of responsibilities. All of them have crucial importance in ensuring the survival of the company. Some of the major responsibilities are :

• Getting to know customer’s needs. To develop an effective marketing strategy, it is important for the marketing department to get closer to customers and listen to their needs in order to figure out what they really want.
• Keeping up with the competition. It is essential for the marketing department to keep up with the company’s competitors and be up to date about what they are up to. It is important for the company to know where it stands in the market and how its competitors are working. It is also beneficial to know what marketing strategies other competitions are using and whether they are successful or not. Once the department manages to reasonable amount data about their competitors, it can analyze it and come up with a better marketing strategy.
• Branding. Companies are identified by a brand, so it becomes necessary for the marketing department to come up with techniques to make sure that the brand is marketed appropriately. This can be done through images, words, ideas, or benefits for customers.
• Creativity and innovation. The marketing department needs to come up with new promotions, advertisements, and partnerships. It also has to come up with creative ideas for new products and services.
• Social media management. A good marketing department would be one that monitors social media effectively and knows what is trending. It also has the responsibility to manage and maintain different social media pages. Marketing through social media is the most widely used form of marketing these days.
• Managing events. The responsibilities of the marketing department also include managing events. This can include promotional meetings, promotional events, product exhibitions, product awareness seminars, training sessions, product conventions, etc.
• Coordination with other departments within the company. It is vital for the marketing department to take input from other people working in the company, so that it can come up with an effective marketing strategy.
• Budgeting and Calculating return on investment. As is the case with other departments in the company, the marketing department also needs to plan its budget and ensure a positive return on investment.

Relationship with other departments

Despite the fact that the marketing capacity is regularly done by the marketing department, this thinking must penetrate the whole association for better results. Working up a practical displaying plan will require close associations with other departments of the business. Which is why the marketing department works closely with other departments in the business set-up. Some examples are :

• Production department: The marketing department should work closely with the production department to guarantee that sufficient research and development is carried out to fulfill current and future customer requirements. This co-ordination will also ensure quality products which will be according to customer needs. Sometimes marketing department want to launch a product quickly to gain an advantage over their competitors but this would not be successful if they are in full coordination with production department as it will need time to produce and test the products.
• Human resource department: Certain skills are required for research and development of new products, which is why the marketing department will need to coordinate with the human resource department to make sure that company’s employees posses the required skills. It will also help the company meet the production targets. Another outcome from this cooperation would be a strong ambitious and competent sales time which is vital for any company thriving to succeed.
• Finance department: The marketing department is mainly responsible for boosting sale of products, which is done by research, advertising and promotion. These processes will require a handsome amount of money which is why the marketing department needs to be in full coordination with the finance department, so that there are enough funds to carry out their tasks effectively and on time.

Need of a marketing department

If it is necessary for the company to have a marketing department or not, depends on the company structure and size. In small companies and even in some large companies it might not be necessary to have a marketing department. For example, the management of product can be done by engineers and pricing by accountants, and even selling can be managed by the sales management however there could be some mistakes in working as sales management will mainly focus on how much money they will make from selling products and the accountants will focus on the costs and forget about market values, so it will be hard to focus on customer needs and company goals. So in such situation the company needs to have a marketing department to organize the management of marketing as it becomes necessary to control the market.

Examples of Marketing department

• Digital Marketing: Digital marketing is the use of digital channels such as websites, social media, search engines, and email to reach potential customers and engage with them. It includes activities such as content marketing, search engine optimization (SEO), social media marketing, email marketing, and more.
• Traditional Marketing: Traditional marketing is a type of marketing that involves physical activities such as direct mail, print ads, TV and radio commercials, and other forms of offline promotion. It is often done in combination with online marketing strategies.
• Branding and Advertising: Branding and advertising are two of the most important aspects of marketing. Branding is the process of establishing a company’s identity and creating an emotional connection with customers. Advertising is the process of creating and distributing messages to get people to buy a product or service.
• Public Relations: Public relations is the practice of managing the spread of information between an organization and its publics. It is used to build relationships with customers, improve brand awareness, and increase sales. It includes activities such as media relations, crisis management, event planning, and more.
• Market Research: Market research is the process of gathering and analyzing data about a particular market or industry. It is used to identify customer needs, trends, and opportunities for growth. It includes activities such as surveys, focus groups, and competitor analysis.

Advantages of Marketing department

The advantages of having a marketing department within a business are numerous and include:

• Increased visibility and brand awareness as a result of effective promotion and advertising. This can help draw in potential customers and increase sales.
• A better understanding of the customer and their needs, which can help to develop better and more targeted products and services.
• Improved customer service and customer retention, as the marketing department can create campaigns to build relationships with customers.
• More efficient use of resources and budget, as the marketing department can ensure that resources are allocated to the most effective channels.
• The ability to create specific strategies to reach target markets and maximize potential sales. This includes researching customer demographics, creating customer profiles and finding effective ways to reach potential customers.
• The development of new products and services, as the marketing department can identify customer needs and create solutions to meet them.
• Improved communication with customers, which can help to identify customer feedback and to create better customer experiences.

Limitations of Marketing department

The Marketing department of a company can have certain limitations and challenges. These include:

• Limited resources: The marketing department is often tasked with managing a vast array of tasks and often cannot afford to hire or assign additional personnel or resources to complete the tasks in a timely manner.
• Time constraints: With an ever-increasing number of competitors, companies often need to act quickly in order to be competitive. This can put stress on the marketing team, as they are usually required to complete tasks within a limited amount of time.
• Cost efficiency: Companies need to ensure that their marketing efforts are cost-efficient in order to maximize profit. This can be difficult for the marketing department, as there are often a wide variety of tasks that need to be completed with limited funds.
• Creative limitations: Companies need to ensure that their marketing campaigns are creative in order to stand out from the competition. However, the marketing team may not always have the time or resources to come up with creative solutions.
• Innovation: Companies need to stay ahead of the competition in order to remain competitive. This means that the marketing team needs to be able to come up with innovative solutions in order to stay ahead of the competition.

Other approaches related to Marketing department

Marketing department has many roles within the business. In addition to public relations, promotion, and advertising, some of the other approaches related to it are:

• Product Development: This includes researching and developing new products, or improving existing products. This helps to inform the marketing strategy, identify potential markets, and determine the pricing strategy.
• Market Research: This involves collecting and analyzing data from customers, competitors, and industry trends to understand the current market conditions and customer preferences. It helps to make informed decisions about product design, pricing, and promotional strategies.
• Branding: Branding is a key component of marketing. It involves creating an identity for a product or service that differentiates it from competitors, and creating an emotional connection with customers.
• Digital Marketing: This involves using digital media, such as social media, email, and websites, to reach and engage with customers.
• Customer Relationship Management (CRM): This involves managing relationships with customers and creating a positive customer experience.

In summary, the marketing department has a wide range of responsibilities including product development, market research, branding, digital marketing, and customer relationship management. All of these activities are essential for businesses to reach and engage with their customers, build brand loyalty, and ultimately increase profit.

Footnotes

Marketing department — recommended articles

Route to market — B2B social media marketing — Marketing advantage — Areas of marketing — Interactive agency — Innovative marketing — App marketing strategies — Precision targeter — Gap in the market

References

• Bradley F., (2003), Strategic Marketing: In the Customer Driven Organization, Wiley
• Feng H., Neil A., Lopo L., (2015), Marketing Department Power and Firm Performance', "Journal of Marketing", Vol. 79(5)
• Hamid A. (2002), An Introduction to Property Marketing, Penerbit Universiti Teknologi Malaysia
• McDonal M., Warren K., (2002), Marketing Plans That Work, Butterworth-Heinemann
• Rao, R. (2011), Services Marketing, Dorling Kindersley

Author: Rawand Danha, Agnieszka Florczak