What should a marketer do in a company?” – students ask me on the course “System. Marketing Director” at the Convert Monster training center.
“That’s quite a broad question,” I answer.
The responsibilities of a marketer depend on the structure of marketing in the company and the requirements of the employer, as well as on the specialization of the marketer and the niche in which the business operates.
But what to do if the marketing specialist does not yet have a clear understanding of the structure, management expectations and readiness to take on the responsibilities? When forming the responsibilities of a marketer, you ne to proce from the functions of marketing, and marketing has many functions.
What should a marketer do in a company?
Marketing can be understood as “an organizational function and a set of processes for creating, promoting, and delivering a product or service to customers and managing relationships with them for the benefit of the organization” or as “an activity aim at satisfying market nes in order to make a profit.”
I personally like the option: “Marketing is loving your neighbor, thanks to which you receive God’s grace in the form of profit . ”
Accordingly, a huge volume of tasks can be includ in the concept of “marketing” in an organization: from ordering souvenirs to participating in exhibitions, from attracting traffic to a website, to social mia channels to strategic planning.
What documents regulate the work of a marketer in a company
The work of a marketer is regulat by a job description, a staffing schule, a document approving the organizational structure, and an order appointing to the position. All these documents are usually drawn up either by the management and the HR department, or by the marketer, and then approv by the director of the legal entity.
However, there are official documents and standards that define a possible list of responsibilities. For example, the “Qualification Handbook of Positions of Managers, Specialists, and Other Employees” , approv by Resolution of the Ministry of Labor of Russia dat 21.08.1998 N 37. This Handbook clearly formulates (although each formulation is evasive) the parameters of the job description of a marketer.
Job responsibilities of a marketer (quote):
Develops measures for the production of products (goods) and provision of services that are in the greatest demand and market.
Promotes balanc development of production and services, prepares proposals for the selection and change of directions of development of product range, production, economic and entrepreneurial activities.
The Handbook also includes such specific database by industry responsibilities as developing a marketing policy, pricing, creating conditions for the plann sale of goods, studying the market for similar goods and services (demand, motivation, fluctuations, competitors, trends), making sales volume forecasts and forming consumer demand, studying factors influencing the sale of goods, sales promotion, sales control, planning and evaluating the effectiveness of sales, increasing the growth of the effectiveness of entrepreneurial activity, as well as continuous professional development taking into account the requirements of the market economy.
Today, businesses and marketing specialists themselves have at their disposal the Professional Standard “Marketer”, approv on November 8, 2023 by the Ministry of Labor and Social Protection of the Russian Feration, which has been in effect since September 1, 2024.
Professional standard “Marketer”, effective from September 1, 2024
The professional standard “Marketer” defines the requirements for the qualifications of specialists in the field of marketing and describes their main work functions. The document includes the following generaliz work functions:
- Technology of conducting marketing research using marketing complex tools: preparation and conducting marketing research.
- Development and implementation of marketing programs using marketing mix tools: development, testing and implementation of innovative goods or services, creation and management of intangible assets (brands), as well as improvement of pricing, distribution and marketing communications policies.
- Management of marketing activities of an organization: formation of a marketing strategy, planning and control of marketing activities.
Each generaliz job function contains specific job actions, necessary skills and knowlge, as well as requirements for ucation and work experience. For example, to manage the marketing activities of an organization, a higher ucation (master’s or specialist’s degree) and at least five years of experience in the field of marketing are requir.
Professional standards are not mandatory documents, but are purely advisory in nature. In the commercial sector, they serve as a guide for employers when creating job descriptions, selecting personnel, and organizing employee training. They help determine the necessary competencies for performing specific tasks and contribute to improving the quality of work of specialists.
At the same time, for a number of organizations such a standard is mandatory. For example, for state and municipal institutions: when forming a staffing schule and establishing requirements for employee qualifications.
The introduction of the new professional standard “Marketer” will allow:
- Unify the requirements for the qualifications of marketers, which will facilitate the process of personnel selection and assessment. how to grow your business with website integrations Ensure that professional competencies correspond to modern market requirements and trends in the field of marketing. Promote the professional development of specialists through clearly defin criteria and expectations.
What conclusions can participants in the marketing taiwan lead and advertising market draw in connection with the introduction of the new professional standard “Marketer” from September 1, 2024? The adoption of the document definitely reflects the state’s desire to systematize and improve the quality of professional activities in the field of marketing. Employers and specialists are advis to familiarize themselves with the content of the standard and take into account its provisions in practical activities to ensure compliance with modern market requirements and improve the efficiency of marketing processes.