Marketing Officer
Alternative Titles:
Marketing Coordinator
Marketing officers promote a company's or client's sales of
products or services, including the marketing of existing
products, developing new products to cater for consumer
demand, or developing markets for new products or services.
Marketing officers may perform the following tasks:
- identify and analyse an organisation's strengths and
weaknesses, and respond to opportunities and threats in the
marketing environment
- set goals for market share and growth
- develop and implement appropriate strategies by
selecting, segmenting and targeting markets, and promoting
products and services to those markets
- make decisions regarding products such as labelling or
packaging
- undertake new-product development
- work out an approach to pricing and set prices for
products and services
- manage distribution channels such as shops and
wholesalers
- make decisions regarding the distribution of products
(such as taking of orders, warehousing, stock control and
transport), manage store image or undertake direct marketing
- develop plans in relation to advertising, sales
promotion, public relations, personal selling and sales
management
- undertake marketing audits to monitor sales performance.
Marketing involves working with, and gaining the
cooperation of, people in specialist areas such as technical
experts, production managers, accountants and advertising
agents.
Marketing officers may specialise as an:
Advertising Manager who develops a company's
advertising strategy, liaises with advertising agencies to
create the company product or image, prepares budgets and
develops promotional and sales support materials. In larger
organisations they may be responsible for a team of specialist
staff.
Brand/Product Manager who markets a company's major
brand and products. They determine the pricing of products,
maintain and direct the product's image in the market, decide
which new products meet market trends and those that need to
be phased out.
Electronic Commerce Manager who coordinates and
develops the marketing activities of a company over the
Internet, email and other electronic mediums, including online
promotion, sales and communication.
Marketing Manager who coordinates the activities of
all areas of the company that are involved in delivering a
product or service to a customer. In larger organisations they
may bring together a number of marketing functions or
campaigns to create a corporate marketing plan.
Marketing Service Manager (or Customer Service
Manager) who provides sales support by fielding enquiries,
taking orders and providing phone advice to customers. They
also assist with exhibitions, prepare documentation for
brochures and sales kits, and commission market research
suppliers for primary data.
Sales Manager who plans and coordinates the
activities of a sales team, controls product distribution,
monitors budget achievement, trains and motivates personnel,
and prepares forecasts.
Other specialist areas include marketing communications,
direct marketing and telemarketing. Entire departments serve
these functions in larger organisations.
Marketing officers may have to work in the evenings or on
weekends, and may be required to travel for business.
Required Skills - Marketing Officer
- able to analyse and interpret information
- creative
- very good communication skills
- organisational skills
- able to work as part of a team
- able to work independently
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