Managing Marketing
The focus of this unit is about developing the marketer as a manager, including
giving them the knowledge and understanding required to develop and manage the
marketing infrastructure and the organisation’s talent development, capability and
capacity. This includes developing effective quality systems and processes to
support compliance and approaches to measuring and monitoring marketing
activities.
The unit also includes developing and managing marketing teams, which includes
co-ordinating the human, financial and physical resources within the team effectively.
Finally, the unit includes developing a detailed understanding of managing the
financial aspects of the marketing function and its associated activities in order to
ensure that the financial performance of the function is consistent, reliable and
effective.
By the end of this unit, students should be able to demonstrate how they would
approach the management of the marketing function and its associated marketing
teams, including effective resource and financial management.- Recommend how a marketing function should be structured to deliver competitive advantage, marketing and organisational success
- Assess a range of approaches that can be used to manage the marketing function on a day-to-day basis
- Prepare plans for showing how a team should be structured, selected, formed, managed and developed to demonstrate effective performance against objectives
- Critically assess the organisation’s resource needs and capabilities for the marketing team and manage its marketing activities effectively and efficiently
- Prepare appropriate budgets and accounting documentation to support the financial management of the marketing function and associated marketing activities
- Critically assess the ongoing financial situation including manageability of the budget, financial stability and success of the marketing function.
