Applied Marketing Management
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Reflect on your role as the new Marketing Manager of ITO. How is this experience different from your previous roles as a Marketing Analyst? What vision do you have for ITO's marketing, and how will it fulfill the company long term goal and desired placement in the market? How would you communicate this vision with others in the company, especially to higher management and the CEO? How would you organize the Marketing Analysts that report to you in a way that will best help carry out this vision (assuming the CEO and management "buy in")?
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Solution Summary
The solution examines applied marketing management. How to communicate your vision with others in a company and how Marketing Analysts report this vision are analyzed.
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The Marketing Manager and Analyst role in ITO Organization and How Marketing Manager can achieve his vision for the Organization
Reflect on your role as the new Marketing Manager of ITO. How is this experience different from your previous roles as a Marketing Analyst?
The work of Marketing Manager is to give client a complete perspective of company, its services and communicate about uniqueness in its product/ services and delivery and how they will benefit customers in relation to other service providers. It is ultimately fixing all components of strategy in such a way that leads to getting orders from customers as per objectives of company.
Further the role is formulating Marketing objectives, strategy and tactics; deciding about Marketing Mix, Organizing Marketing and Sales, and developing Marketing Information System. All it is based on Complete Analysis of Environmental Factors like Economics, Demographics, Markets, Culture, Politics, Technology, Robustness of Product and Services, Customers, Competition, Suppliers, Logistics Providers and Support Service
Role of Marketing Analyst is data intensive which involves the design and implementation of specific marketing activities, as well as delivering a greater insight into a wide range of subject areas. These will include customer segment economics, product usage, marketing impact by customer segment, budget vs. actual spend, competitive performance, client research, direct mail marketing ...
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