Responsibilities of the Marketing Department Manager. Job Description for Marketing and Advertising Manager. Activity information
The modern market involves fierce competition between commercial organizations at all stages of the production process, as well as in the context of the promotion and sale of goods and services. In turn, marketing allows you to respond in a timely manner to any changes regarding the quality indicators of the enterprise. And the success of any business structure that plays by the rules of healthy competition directly depends on the professional qualities of the management chain; the marketing manager is no exception.
Knowledge of the legislation on commercial activity, the principles of functioning of a market economy, the concept of selling goods, the basics of management - this is not a complete list of requirements in which a marketing manager should specialize.
The responsibilities of the head of the marketing department, in turn, are: planning and executing the short-, medium-term and strategic policies of the enterprise; involves monitoring sales markets, analyzing demand for manufactured products, and also the manager monitors the economic indicators of the organization, carries out advertising and auxiliary activities to promote the company’s brand.
Many incompetent specialists confuse the responsibilities of a marketing manager with the functions of an advertising department. In fact, this is a grave mistake, since marketing implies analytical activity, and advertising is a tool for promoting and popularizing product items or the organization as a whole.
Based on the above, the responsibilities of a marketing manager are divided into: general, official, administrative, market research and analysis, control functions.
General responsibilities of management and subordination!
Official responsibility!
Marketing manager: the job responsibilities of a successful manager, first of all, depend on the professional qualities of the performer. In this context, the level of education, experience, and relevant competence are taken into account.
So, the direct responsibility of the head of the marketing department comes down to:
Administrative functions!
The administrative work of a marketing manager involves the implementation of budget policy within a structural unit: development, coordination and control of the funds involved. In addition, an important characteristic of a successful manager involves the production of effective mechanisms for the functioning of the company when planning daily and long-term goals, as well as reporting.
Market analysis and research!
A competent marketing manager develops and conducts research into a potential or priority market. Such work can be carried out thanks to the internal resources of the organization - feedback from clients, creation of statistical databases, comparative analysis of the competitive environment. And also with the participation of third-party centers specializing in similar issues. 
Plus, the responsibilities of the marketing manager include researching sales dynamics, pricing concepts and the effectiveness of the advertising campaign.
Control functions!
Obtaining objective data on the effectiveness of the implementation of the organization’s goals is inextricably linked with monitoring the work done by the marketing department. Consequently, the marketing manager must monitor the implementation of budget plans, the timing of marketing activities, and also inspect the activities of subordinates.
Conclusion
Today, one of the most popular specialties in the field of management is marketing manager. Responsibilities include responsibility to senior management, direct performance of official duties, administrative work, analysis and market research, as well as control over the implementation of the planned goals and objectives of the organization.
On drawing up a job description for a marketing manager
Marketing manager is a position that appeared relatively recently and is not fixed in the qualification directory of positions - there is only the position of manager. In this regard, positions such as marketing manager (with a specific specialization) are described by employers themselves, taking into account the specifics of their activities.
However, even taking this into account, it is possible to transfer individual job responsibilities of a manager and requirements for his qualifications from the qualification directory to the job description, for example:
These requirements are advisory in nature and may well be used by the employer as basic ones. If necessary, they can be expanded or clarified. For example, it may be determined that when hiring, only candidates who have graduated from a certain university or have at least 3 years of experience in a similar position will be considered.
The employer decides what rights to give to the marketing manager, the main thing is that his powers are sufficient to smoothly solve the tasks assigned to him. As for liability, it is not customary to prescribe specific types of punishments in the instructions, since they are assigned in accordance with the law.
Sample job description structure for a marketing manager
Faced with the need to develop a job description for a marketing manager, the employee responsible for its implementation can take as a basis the structure generally accepted for this type of document.
Don't know your rights?
- General provisions
This section reflects the following information about the position:
- job title (marketing manager);
- subordination, hiring and dismissal procedures;
- qualification requirements;
- substitution order.
- Rights
To perform their job function, each employee is allocated a certain amount of rights. It is advisable to give the marketing manager the following rights:
- request information and documents necessary for work from all divisions of the company;
- get acquainted with the decisions of the manager;
- submit your proposals for improving the work process to the manager;
- represent the interests of the company in relations regarding the sale of goods;
- sign (endorsement) contracts within the scope of their competence.
- Job responsibilities
This section specifies the job responsibilities of the employee occupying the position described. Thus, a marketing manager must:
- analyze demand for goods produced by the company;
- explore the relationship between demand and consumption of certain types of goods;
- based on research, develop a general marketing development program for the company;
- submit for approval by the manager the budget necessary for the implementation of the marketing program;
- control the expenditure of allocated funds;
- develop measures to stimulate sales;
- be responsible for feedback from consumers;
- develop a corporate identity;
- conduct advertising campaigns;
- analyze the effectiveness of marketing activities.
- Responsibility
A marketing manager can be held accountable both for the actions he takes and for the consequences of the decisions he makes. For both, he can be brought to disciplinary liability, financial, administrative and even criminal.
Differences in the job descriptions of a manager and a marketing specialist
In conclusion, I would like to say a few words about the instructions for the marketing manager and marketing specialist. Despite the apparent similarity, these are employees of different levels: a marketing manager belongs to the category of management positions, and a specialist, although not a technical performer, is still lower vertically than a manager. In this regard, the job responsibilities of a marketing specialist are usually limited to participating in the development of proposals and conducting analysis in certain areas of sales. Accordingly, the specialist is endowed with fewer rights (for example, he does not have the right to sign or endorse contracts).
However, in the end, only the employer can decide what to name the position and what responsibilities to assign to the employee. The main thing when drawing up a job description is to build on the amount of work assigned to the employee. After all, it is he who determines the job responsibilities that the employee will perform at his workplace.
The “Job Descriptions” section contains the necessary information on how a job description is drawn up. Here you can find typical job descriptions for different specialties. Our bank of job descriptions includes more than 2,500 different documents. These job descriptions were compiled and edited in 2015, which means they are relevant today.
From this article you will learn:
- what responsibilities, powers and rights are reflected in the job description of a marketing and advertising manager;
- what provisions does a typical job description for a marketing and advertising manager contain?
- For which areas of work according to this job description is this specialist responsible in your organization.
Read about order approving job descriptions so as not to make mistakes.
Limited Liability Company "Alfa"
I APPROVED
CEO
_________ A.V. Lviv
10.01.2015
Job description No. 21
Marketing and Advertising Manager
Moscow 01.10.2015
1. GENERAL PROVISIONS
1.1. This job description defines the rights, duties and responsibilities of the marketing and advertising manager of the April Limited Liability Company (hereinafter referred to as the Company).
1.3.. A person with a higher professional (economic or engineering-economic) education and at least one year of experience in the specialty is appointed to the position of marketing and advertising manager.
– laws and other regulations, methodological materials on organizing marketing and advertising activities;
– methods for studying market conditions and developing forecasts of demand for products sold;
– methods of working with the media;
– the main technological and design characteristics and consumer properties of the products sold, their differences from domestic and foreign analogues, advantages and disadvantages;
– pricing and pricing policy;
– methods for studying consumer motivation, their attitude towards manufactured products;
– conditions of delivery, storage and transportation of products;
– standards and technical specifications for manufactured products;
– methods of organizing accounting and reporting on the implementation of sales plans and sales of products;
– basics of labor legislation;
– economics of production, methods for calculating profits, profitability and production costs;
- Computer techologies;
– labor protection rules and regulations;
– ethics of business communication.
1.7. The Marketing and Advertising Manager in his activities is guided by the legislation of the Russian Federation, local regulations of the Company, orders and instructions of the General Director of the Company, and internal labor regulations. this job description.
1.8. During the absence of the Marketing and Advertising Manager (vacation, illness, etc.), his duties are performed by a person appointed by the General Director of the Company. This person acquires the corresponding rights and bears responsibility in accordance with these instructions.
2. JOB RESPONSIBILITIES
2.1. Market research for manufactured products:
2.1.1. Conducts research on the main factors shaping the dynamics of consumer demand for products, the relationship between supply and demand for similar types of products, technical and other consumer qualities of competing products.
2.1.2. Conducts marketing research related to the study of market segmentation, analysis of pricing and consumer preferences, forecasting sales and sales channels, opening new markets, assessing the effectiveness of advertising, and the activities of competitors.
2.1.3. Analyzes customer needs and pricing boundaries.
2.1.4. Forms consumer demand for manufactured products, identifies the most effective sales markets, as well as requirements for the quality characteristics of the product (method of its production, service life, rules of use, packaging).
2.1.5. Explores factors influencing the sale of goods, types of demand (sustainable, rush, short-term, etc.), reasons for its increase and decrease, differentiation of the purchasing power of the population.
2.1.6. Develops programs for generating demand and stimulating sales, recommendations for choosing a market in accordance with available resources.
2.2.1. Participates in the development of strategies for conducting promotional events.
2.2.3. Organizes the development of printed advertising materials in-house or by third-party organizations, tests these materials, provides proposals for the design of printed advertising materials or background information for their development, and controls the replenishment of stocks of these materials. Conducts a preliminary assessment of advertising materials developed by third parties.
2.2.5. Prepares proposals for the formation of a corporate style for the Design Society. advertising products.
3. RIGHTS
3.1. Request from the heads of the Company's structural divisions, specialists and other employees information and documents necessary to fulfill his official duties.
3.2. If necessary, represent the Company in relations with other organizations on issues within its competence.
4. RESPONSIBILITY
4.1. For improper performance or failure to fulfill one’s official duties as provided for in this job description.
4.2. For causing material damage and damage to the business reputation of the organization.
4.3. For disclosure of trade secrets.
4.4. For failure to comply with orders, instructions and instructions from management.
5. PROCEDURE FOR REVISING THE JOB DESCRIPTION
5.1. The job description is reviewed, amended and supplemented as necessary, but at least once every five years.
5.2. All employees of the organization who are subject to this instruction are familiarized with the order to make changes (additions) to the job description against signature.
The job description was developed in accordance with the order of the General Director dated November 1, 2015 No. 17.
I approve
_____________________________ (Last name, initials)
(name of organization, its ________________________________
organizational and legal form) (director; other person authorized
approve job description)
JOB DESCRIPTION FOR TRADE MARKETING MANAGER
——————————————————————-
(name of institution)
00.00.201_g. №00
1. General Provisions
1.1. This job description defines the rights, responsibilities and job responsibilities of the trade marketing manager _____________________ (hereinafter referred to as the “enterprise”). Name of institution
1.2. A person with a higher (secondary) vocational (economic) education, additional training in marketing, and at least 2 years of experience in the field of marketing is hired for the position of trade marketing manager; 3 years; etc.
1.3.The trade marketing manager must know:
Legislative and regulatory legal acts, methodological materials on organizing marketing;
Basic technological and design features, characteristics and consumer properties of the goods sold;
Methods for studying market conditions and developing forecasts of demand for goods sold;
Fundamentals of marketing, its principles, objectives and methods of marketing research;
Trading Basics;
Methods for determining the solvency of demand for goods;
The procedure for developing sales plans;
Methods for studying the motivation of consumers' attitudes towards goods;
Ways and methods of working with dealers, the media;
Principles of accounting and reporting on the implementation of sales plans;
Fundamentals of management, budgeting and accounting;
Fundamentals of labor legislation;
Rules and regulations of occupational health, safety, industrial sanitation and fire protection.
1.4. The trade marketing manager is hired and dismissed by order of the head of the enterprise.
1.5.The trade marketing manager reports to _______________________.
1.6. During the absence of a trade marketing manager (business trip, vacation, illness, etc.), his duties are assigned to a person appointed in the prescribed manner, who acquires the appropriate rights and is responsible for improper performance of the duties assigned to him.
2. Job responsibilities
The Trade Marketing Manager is responsible for:
2.1. Provide general management of the trade marketing department.
2.2. Organize work to study the main factors influencing the dynamics of consumer demand for goods, the ratio of supply and demand for similar types of goods.
2.3. Develop proposals for the individualization of goods to transmit information to manufacturers or independently impart individualizing characteristics to goods (packaging, etc.).
2.4. Determine commodity distribution channels - their types, characteristics, policies for creation and use; develop concepts for creating dealer and distribution networks.
2.5.Develop a concept for the procurement (purchase) of goods.
2.6. Based on the results of marketing research, develop a general trade marketing strategy for the enterprise.
2.7.Develop a marketing budget, manage financial resources allocated to the trade marketing department.
2.9. Assess the prospects for market development, the enterprise’s prospects for developing and conquering a particular market segment.
2.10.Develop a market entry strategy.
2.11.Determine the required range of goods, pricing policy for goods.
2.12.Develop methods for searching for potential sellers and buyers.
2.13. Manage the search for sellers and buyers of goods.
2.14. Organize work to establish relationships with consumers and wholesale sellers of goods.
2.15.Manage contractual work with third-party organizations.
2.16.Develop measures to stimulate (both active - through a system of discounts, incentives, etc., and passive - through quality and product design, image policy) sales.
2.17. Manage purchasing, sales and marketing research managers, exercise operational control of their daily work.
2.18. Carry out general management of regional representative offices and branches.
2.19. Coordinate the work of trade departments (sales departments) with warehouse services, information department and advertising department.
2.20. Organize the collection of information from consumers about satisfaction with goods, claims and complaints about goods.
2.21. Determine forms and methods for eliminating deficiencies in claims and complaints received from consumers.
2.22. Maintain communication with the market through advertising, information services to inform consumers and promote products; organize the development of a strategy for advertising events.
2.23. Prepare proposals for the formation of a corporate style of the enterprise and corporate design of advertising products.
2.24. Analyze the effectiveness of marketing activities; monitor competitors' marketing campaigns, analyze them, and make adjustments to your own marketing activities.
The trade marketing manager has the right to:
3.1.Sign and endorse documents within your competence.
3.2. Get acquainted with the documents defining his rights and responsibilities for his position, criteria for assessing the quality of performance of official duties.
3.3.Request personally or on behalf of the immediate supervisor from the heads of departments of the enterprise and specialists for information and documents necessary to fulfill his official duties.
3.4. Represent the interests of the enterprise in relations with government agencies, local governments, and third-party organizations on issues of marketing sales of goods.
3.5. Request from the structural divisions of the enterprise information and documents necessary to fulfill his official duties.
3.6. Interact with the heads of all structural divisions on trade marketing issues.
3.7. Submit proposals for improvement of work related to the responsibilities provided for in these instructions for consideration by management.
3.8. Require the management of the trading enterprise to provide organizational and technical conditions and prepare the established documents necessary for the performance of official duties.
4. Responsibility
The Trade Marketing Manager is responsible for:
4.1.Inadequate performance or failure to fulfill one’s job duties as provided for in this job description within the framework established by the current labor legislation of the Russian Federation.
4.2. Legal violations committed in the course of its activities within the framework established by the current administrative, criminal and civil legislation of the Russian Federation.
4.3. Causing material damage to the enterprise within the framework established by the current labor legislation of the Russian Federation.
Head of structural unit: _____________ __________________
(signature) (surname, initials)
I have read the instructions,
one copy received: _____________ __________________
(signature) (surname, initials)
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