Marketing-Orientated Organizations - Assignment Example

Marketing The three roles identified within the marketing and communications industries that contribute to a marketing orientated organization are public relation advisor, brand manager and marketing communications manager. Westwood (2006) states that with innovation and marketing being driving force of most organizations, the brand manager does the following: Supports in driving innovation of new strategies of marketing in communication industries, Assists in leading the improvement of developing new products for the brand. Major duties in this role include new product ideation and exploratory, insight mining, presentation as well as development of results of marketing concept with senior management, developing packaging design, developing claims and interfacing with other departments of the organization throughout all stages of developing new products. The brand manager also partners with and motivates a wide-ranging cross-functional overall team of market R&D, research, finance, sales, package design, operations and engineering to enable breakthroughs along with game-changing advancement to the market. To accomplish this, the brand Manager requires highly motivated individuals with strong creative, analytical, interpersonal and problem-solving skills. Brand manager manages customer relations. With management of customer relations, he communicates with organizational customers during the many phases of the process of purchasing the products. The brand manager controls the marketing mix. Marketing mix entails all tangible fundamentals that enable marketing of products of the organization. These include organizational employees, facilities, the products themselves, the selling process, the cost strategy and process of advertising and promotion He also develops marketing plans and strategies. Marketing plans and strategies are the core organizational needs are presented in a written format. Brand managers market research of the organization. To perform this, brand managers must understand their customers. They build up true picture of their customers based on available resources. Customer information is collected from focus groups, questionnaires, interviews, the internet and buying habits. The roles of public relation advisor in marketing and communications industries that contribute to a marketing orientated organization are: To support the Senior Marketing Director in developing the organization’s social marketing and public relations as well as strategy plans. Those plans are aimed at building brand equity with major stakeholders via the social platforms of media. Public relation advisor also serves as a link to outside agency and contractors for supplying critical social media support and public relations in the organization. Public relation advisor ensures that there is effective internal communication in the organization to create and convey messages to the Interactive marketing unit. A high degree of latitude and creativity is needed in order to perform these duties. He also conducts media relations such as establishing good relation with major pitching stories and reporters and coordinates interviews for customers of the organizational products. Develops as well as maintains good working relations with press of business, financial, consumer and trade to educate editors and reporters about the organization and promptly respond to media questions. The roles of marketing communications manager are: To work with organizational development team so as to edit, review and modify content of press-focused web site. To closely partner with organizational marketing channel to integrate all communication channels. To create favorable brand and company awareness for generating sales through directing marketing using e-promotions, direct mail, brochures and social media on the company websites. To manage corporate communications and marketing functions. Researches and writes the articles and distributes them to target audiences. Works with organizational vendors to meet their needs concerning social media activities and identify trends of the industry to assist in improving operational efficiency of marketing department through current and new vendor relations. The role that best suits me is a brand manager. Part of its job is marketing. Brand managers direct and control a cross-functional team encompassing sales, finance, public relations R&D and supply of product.  In addition, brand managers have assistant brand managers and agency teams.  They only focus on inspiring and leading that team.  Moreover, a brand manager is tasked with defining the organizational brand equity, formulating the business strategy and making business decisions on ways of running the business effectively to protect that business equity.  In essence, a brand manager is basically a manager in training.  Recruiters for brand managers in organization merely look for analytical and leadership skills, teamwork, problem solving ability and creativity (Burnett, 2000). Experience on work together with teamwork and leadership experience in a sports team and school club are usually added advantage. Based on experience I have had in promotions, advertising and sales, my skills suit this role. Furthermore, I have leadership and analytical skills in many disciplines like investment banking, consulting and strategic planning. The required skills for brand manager include ability to Develop business strategies to take advantage of market opportunities of the organization. Monitor the organizational competitive level of the category that your brand is found. Deliver the market share, sales volume and expected profits of the business. Execute business strategies with assistance of a cross-functional organizational team. This implies that a brand manager only has to fund and evaluate huge ideas of marketing.  He or she does not have to be an expert in marketing. He has to have great leadership and management skills and use marketing expertise from reports and his agencies. I could further develop the identified marketing, management and leadership skills by taking an MBA course in marketing management and branding. According to Weinberg (2009), marketing and leadership are not only most intriguing and contentious, but are also creative units in commerce and business. Gaining more knowledge in them will help me to unite and coordinate all areas of the organization to promote and provide its higher services and products through competitive advantage. Apart from the cost of tackling complex issues in this course, I would stretch and improve my imagination as I learn the skill of contemporary marketing. An MBA course in marketing management and branding will furnish me with the skills and knowledge to tackle an extensive variety of advertising and marketing challenges and combine a practical experience with theory. In my first year, I would learn elements of communications and marketing and get the opportunity of working on current projects in real world like advertising on TV, new product and music video launches. In my final year, I would also expand on my specialist skills in many areas like creative thinking and copywriting. This will allow me to combine my learning on language options with practicality to enable me to be equipped fully to meet up the present challenges of global economy. It will also provide me with ability of analyzing data before coming up with actionable plans and information to develop a business. Bibliography Burnett, J. 2000, Nonprofit Marketing Best Practices, New York: John Wiley & Sons. Westwood, J. 2006, How to Write a Marketing Plan (Creating Success), Delhi: Kogan Page. Weinberg, T. 2009, The New Community Rules: Marketing on the Social Web, New York: OReilly Media, Inc. Read More