The functions of the Marketing Department can vary almost as much as the business activity itself, and no two companies may have the same responsibilities for this section. Broadly speaking, and depending on the size of the organization , these are the main functions of the Marketing Department:
- Market analysis. This involves obtaining as much information as possible about the market in which the product to be promoted will be marketed. This work involves knowing everything about the product, its distribution, and the most
for its promotion. Understanding consumer needs, tastes, desires, preferences, and habits is essential when conducting this research. To obtain this data, tools such as market research are used, which allow us to understand how a product or service will perform in a given market. - Defining the brand image. Establishing and establishing how the company wants to be perceived by its audience within the market is another of the Marketing Department’s fundamental tasks. Creating that brand image, defining the target audience for advertising, how the relationship with that audience will be, and what the company’s market positioning will be by offering something different from the competition are essential functions.
- Planning and implementing marketing strategies. To achieve the company’s proposed objectives, the members of this section must devise and implement appropriate strategies, which are typically divided into four units: product, price, location, and promotion, which is known as functional strategy . After planning, it is time to put the conceived strategy into practice. To do this, a study of available resources is conducted, tasks are distributed, and the planned actions are executed.
- Perform communications tasks. This department’s mission is to interact with the target audience and customers through the most appropriate and effective channels, such as the company’s social media channels. This department is also responsible for internal communications functions , as they must keep members of other departments of the company constantly informed about the actions they are taking.
- Carry out digital marketing actions. In today’s world, it’s impossible to talk about the functions of the Marketing Department without including digital marketing . Performing operations related to SEO (search engine optimization) or SEM (search engine marketing), managing content and social media , and conducting email marketing are all part of their responsibilities. Therefore, to be part of this section, it’s important to study digital marketing .
- Promoting sales. Encouraging consumers to purchase the company’s products is another task of the Marketing Department. To achieve this, they may use methods such as traditional media advertising, digital ads, or point-of-sale promotions, among other actions.
- Measuring and evaluating performance. Knowing whether the strategies implemented are working as intended is one of the most important functions of marketing managers. To make this possible, key performance indicators, or , are measured , which determine whether the established objectives are being met or not. Some of the most interesting metrics to examine are conversion rate, web traffic, or return on investment ( ROI ). With these results in hand, it’s possible to make the right decisions to adjust and improve the marketing strategy.
- Improve results. The Marketing Department will always be expected to improve on the previous year’s results. To do so, it will be necessary to stay constantly up-to-date on the latest tools and trends in the sector, such as the use of
artificial intelligence in marketing .
Marketing studies are attractive to many people, especially given the emergence of social media and everything related to digital marketing. But those considering a marketing degree should also know that this knowledge opens the door to a wide variety of careers . Furthermore, there is no single bachelor’s degree for marketing , which allows for different pathways.
The Marketing Department’s organizational chart
The Marketing Department’s organizational chart should reflect the structure and how tasks and responsibilities are assigned among team members, with the fundamental mission of fulfilling all assigned tasks. The department’s structure will vary depending on the company’s sector, its size, and the department’s members, so there are different types of organizational charts. Some examples include:
- Hierarchical organizational chart. This is the traditional organization that places the department’s management at the top. Marketing management and content marketing specialists report to it. Management is responsible for reviewing the work of the various coordinators and specialists, such as analysts, designers, writers, etc.
- Horizontal organizational chart. As in a hierarchical organization, the marketing director holds the highest position, but in this case, each specialist is assigned their own projects, and the coordinator oversees the entire project and
between different departments. - Function-based organizational chart. In this case, the marketing director is at the top of the hierarchy, but each department leader has the same hierarchy and handles their own tasks. This is the case with the marketing manager, marketing coordinator, content manager, or graphic designer. These departments may, in turn, have various specialists under their command.
Marketing Department positions
Regardless of the organizational structure chosen to form the Marketing Department, there are certain positions that cannot be omitted. These are the main positions in the Marketing Department:
- Marketing Director . This person is the person ultimately responsible for this department and is responsible for determining the overall strategy to be followed and overseeing its implementation. He or she communicates directly with the company’s senior management and coordinates all team activities.
- Market Research and Data Analyst . Their job is to collect, study, and interpret information about the market and its consumers. This allows them to prepare reports that inform the department’s strategic decisions.
- Strategy specialist. Their responsibilities include developing the marketing plan , which must be based on market research and the KPIs for each campaign. To do their job well, this strategy specialist will need to communicate closely with the other areas of the department.
- Digital Marketing Manager . In many companies, digital marketing has a separate space and, therefore, professionals dedicated exclusively to it. They are specialists in online marketing strategies, knowledgeable in SEO, SEM, email marketing, social media marketing, and content marketing.
- Social Media Specialist . Linked to digital marketing, this position focuses on managing and optimizing the brand’s presence on the company’s social media channels. Must be an online community specialist.
- Creative Director . Responsible for developing creative concepts for campaigns, as well as reviewing all graphic design materials, video production, and any other creative materials chosen.
- Graphic designer . Their job is to bring the creative director’s ideas to life by creating visual designs for brochures, leaflets, social media posts, and websites.
- Communications Manager . Oversees all matters related to the
, both externally and internally. - Advertising and Promotions Manager . Designs the advertising campaigns decided upon by the department, selecting the most appropriate media for each. Also responsible for promotions and events that increase the company’s visibility.
- Content manager . Manages and decides on the content published on behalf of the brand, as well as overseeing the creation of this content.
- Data Analyst . Their job is to monitor and study the performance of implemented marketing strategies. This way, they can correct what isn’t working and know how to do it.
Each of these positions plays a crucial role in the success of the Marketing Department. Working together, these professionals contribute to developing and executing effective strategies that drive the company’s growth and competitiveness in the marketplace.
