The Role of A Marketing Department: Defining and Managing Your Brand

The Marketing Department plays a vital role in promoting an organization through coordinating all materials representing the business and reaching out to key stakeholders. Depending on the company, the Marketing Department may be responsible for defining the brand, conducting marketing campaigns, and producing promotional materials. Additional duties can include creating website content, managing social media, producing internal communications, serving as a media liaison, conducting customer research, and overseeing outside vendors.

Uploaded by

Luna Leviste

We take content rights seriously. If you suspect this is your content, claim it here.

Available Formats

Download as DOCX, PDF, TXT or read online on Scribd

0% found this document useful (0 votes)

41 views3 pages

The Role of A Marketing Department: Defining and Managing Your Brand

Uploaded by

Luna Leviste

We take content rights seriously. If you suspect this is your content, claim it here.

Available Formats

Download as DOCX, PDF, TXT or read online on Scribd

You are on page 1/ 3

The Role of a Marketing

Department

The Marketing Department plays a vital role in promoting the business and
mission of an organization. It serves as the face of your company, coordinating
and producing all materials representing the business. It is the Marketing
Department's job to reach out to prospects, customers, investors and/or the
community, while creating an overarching image that represents your company in
a positive light.

Depending on your company, the duties of the Marketing Department may

include one or more of the following:

 Defining and managing your brand. This involves defining who you are, what you
stand for, what you say about yourself, what you do and how your company acts. This, in
turn, defines the experience you want your customers and partners to have when they interact
with you.

 Conducting campaign management for marketing initiatives. Marketing

proactively identifies the products and services to focus on over the course of your sales
cycle, and then produces materials and communications that get the word out.
 Producing marketing and promotional materials. Your marketing department should
create the materials that describe and promote your core products and/or services. They
should be kept up-to-date as those products and services evolve.


 Creating content providing search engine optimization for your website. Your

website is often the first (and possibly the only) place people go for information about you.
Your marketing department will be responsible for keeping Web content current, while also
working to ensure your site comes up quickly when someone searches for your type of
business.

 Monitoring and managing social media. Marketing should contribute to, manage and

maintain your social media pages. It should also manage accounts and carefully watch
what’s being posted about you online.

 Producing internal communications. Your employees need to understand your

company, its values, its goals and its priorities. Marketing is often responsible for employee
communications through a newsletter and/or intranet.

 Serving as media liaison. When your company is cited in the media, a member of the
marketing department often acts as spokesperson for your company, or guides executives in
how to respond to media queries.

 Conducting customer and market research. Research helps you define target

markets and opportunities and helps you understand how your products and services are
perceived.
 Overseeing outside vendors and agencies. Marketing is typically responsible for
selecting and managing the agencies and vendors who produce marketing materials and
or/provide marketing support. These may include ad agencies, print vendors, PR agencies or
specialists, Web providers, etc.