Marketing manager job responsibilities. General provisions of the job description of an advertising manager

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I. General provisions

1. Manager trade marketing belongs to the category of managers.
2. A trade marketing manager must know:
   1. 2.1. Legislative and regulatory legal acts, teaching materials on marketing organization.
   2. 2.2. Fundamentals of marketing, its principles, objectives and methods of marketing research.
   3. 2.3. Basics of trading.
   4. 2.4. Methods for determining the solvency of demand for goods.
   5. 2.5. The procedure for developing sales plans.
   6. 2.6. Basic technological and design features, characteristics and consumer properties goods sold.
   7. 2.7. Methods for studying market conditions and developing forecasts of demand for goods sold.
   8. 2.8. Fundamentals of advertising.
   9. 2.9. Methods for studying the motivation of consumers' attitudes towards goods.
   10. 2.10. Ways and methods of working with dealers and the media.
   11. 2.11. Principles of accounting and reporting on the implementation of sales plans.
   12. 2.12. Fundamentals of management, budgeting and accounting.
   13. 2.13. Fundamentals of labor legislation.
   14. 2.14. Rules and regulations of occupational health, safety, industrial sanitation and fire protection.
3. Appointment to the position of trade marketing manager and dismissal from the position are made by order of the head of the enterprise.
4. The Trade Marketing Manager reports directly.
5. During the absence of the trade marketing manager (business trip, vacation, illness, etc.), his duties are performed by a person appointed in the prescribed manner. This person acquires the corresponding rights and bears responsibility for the improper performance of the duties assigned to him.

II. Job responsibilities

Trade Marketing Manager:

1. Provides general management of the trade marketing department.
2. Organizes work to study the main factors influencing the dynamics of consumer demand for goods, the relationship between supply and demand for similar types of goods.
3. Based on the results of marketing research, it develops overall strategy trade marketing of the enterprise; develops the marketing budget, manages financial means allocated to the trade marketing department.
4. Conducts categorization and identifies priority groups of potential consumers to develop activities that contribute to expanding the sales market for goods.
5. Assesses the prospects for market development, the enterprise’s prospects for developing and conquering a particular market segment; develops a market entry strategy.
6. Determines the required range of products, pricing policy for goods.
7. Develops proposals for individualizing goods to transmit information to manufacturers or independently impart individualizing characteristics to goods (packaging, etc.).
8. Determines commodity distribution channels - their types, characteristics, policies for creation and use; develops concepts for creating dealer and distribution networks.
9. Develops the concept of procurement (purchase) of goods.
10. Develops search methods potential sellers and buyers; manages the search for sellers and buyers of goods; organizes work to establish relationships with consumers and wholesale sellers of goods; manages contract work with third parties.
11. Organizes the collection of information from consumers about satisfaction with goods, claims and complaints about goods; determines the forms and methods for eliminating deficiencies in claims and complaints received from consumers.
12. Maintains communication with the market through advertising, information services to inform consumers and promote products; organizes the development of a strategy for advertising events.
13. Develops measures to stimulate (both active - through a system of discounts, incentives, etc., and passive - through quality and product design, image policy) sales.
14. Manages purchasing, sales and marketing research, carries out operational control for their daily work.
15. Provides general management regional offices and branches.
16. Coordinates the work sales departments(sales departments) with warehouse services, information department and advertising department.
17. Prepares proposals for the formation corporate identity enterprises and corporate design of advertising products.
18. Analyzes the effectiveness of marketing activities; monitors competitors' marketing campaigns, analyzes them, and makes adjustments to their own marketing activities.

III. Rights

The trade marketing manager has the right to:

1. Represent the interests of the enterprise in relations with government agencies, organs local government, third-party organizations on marketing sales of goods.
2. Request from structural divisions enterprise information and documents necessary to perform his official duties.
3. Interact with heads of all structural divisions on trade marketing issues.
4. Sign and endorse documents within your competence.
5. Get acquainted with the documents defining his rights and responsibilities for his position, criteria for assessing the quality of performance of official duties.
6. Request personally or on behalf of the immediate supervisor from heads of departments of the enterprise and specialists information and documents necessary to perform his job duties.
7. Submit proposals for improvement of work related to the responsibilities provided for in these instructions for consideration by management.
8. Demand from management trading enterprise ensuring organizational and technical conditions and execution of established documents necessary for the performance of official duties.

IV. Responsibility

The Trade Marketing Manager is responsible for:

1. For improper performance or failure to fulfill one’s official duties as provided for in this job description - within the limits established by the current labor legislation Russian Federation.
2. For offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.
3. For causing material damage to the enterprise - within the limits established by the current labor legislation of the Russian Federation.

Purpose of the position: Preliminary marketing study of a new product and preparation of a marketing mix for launching a new product on the market

1. General provisions

1.1. Name of structural unit: Marketing Department

1.2. Reports to (manager position): Head of Marketing Department, Project Manager - in the process of participation in the project

1.3. Is a manager (positions of direct subordinates): No

1.4. Replaces (positions performed by the employee, in their absence): No

1.5. Deputy (positions that perform the functions of an employee in his absence): marketing manager

2. Job responsibilities

2.1. Carries out preliminary marketing development of a new product in accordance with the requirements of the preliminary business plan.

2.2. Develops and implements a marketing mix for a new product.

2.2.1. Carries out the development of positioning based on an analysis of the consumer properties of new products, the consumer qualities of competing products and forecasting consumer demand for products.

2.2.2. Carries out the formation product policy: develops a product concept, forms an assortment line, is responsible for the creation trademark and product packaging.

2.2.3. Forms a pricing policy: takes part in the development of a pricing policy and determines the pricing method for a new product.

2.2.4. Forms a sales policy: recommends channels for selling the project product, participates in the development of methods for stimulating sales channels.

2.2.5. Forms a communication policy: develops a promotion strategy and determines promotion channels, develops draft merchandising standards, and is responsible for developing a media plan.

2.3. Coordinates work on market research and analysis.

2.3.1. Coordinates the development and conduct of marketing research in-house and by third-party organizations.

2.3.2. Organizes a study of consumer perception of the quality of the project product and develops proposals to improve its competitiveness and quality within the framework of the project.

2.4. Controls the implementation of the marketing mix.

2.4.1. Analyzes the effectiveness of communications regarding the project product.

2.4.2. Analyzes sales volume and sales dynamics within the project, incl. by trade channel.

2.4.3. Analyzes pricing policy.

3. Administrative work

3.1. Budgeting: Develops, coordinates and controls the project budget in relation to the marketing part

3.2. Planning: daily, monthly

3.3. Reporting: monthly

3.4. Personnel work: No

3.5. Keeps information and databases up to date: no

4. Has the right to make decisions on issues

4.1. Financial: within the approved project budget (marketing part)

4.2. Selection of partners: subcontractors, in agreement with the project manager

4.3. Approval of documents: everything accompanying the marketing part of the project

4.4. Participate in discussions and decision-making on all issues related to new product development.

4.5. Refuse to participate in the project by notifying the project manager no later than 2 weeks in advance.

5. Documents regulating the work

5.1.External documents: Legislative and regulatory acts.

5.2. Internal documents: Company Regulations, Management Regulations, Job description, Internal rules labor regulations, Temporary regulations on working with projects.

6. Criteria for assessing labor efficiency

6.1. Implementation of budget plans.

6.2. Execute weekly and monthly planning activities on time for which he is responsible.

6.3. Execution of weekly and monthly planning activities for which he is responsible.

7. Interaction, exchange of information

Communicates and receives information necessary to complete the project according to the project plan.

8. Qualification requirements

8.1.Education: higher (economic, sociological)

8.2. Special training, permits: no

8.3. Skills:

· design;

· conducting marketing research;

· analysis of results.

8.4.Work experience: at least three years in the field of marketing.

8.5.Professional knowledge:

• Legislative acts, regulatory and methodological materials on marketing.
• Methods of conducting marketing research.
• Methods statistical analysis
• Methods for studying the domestic and foreign markets, their potential and development trends.
• Technical means of collecting and processing information, communication and communications.
• Knowledge of communication channels and ways to evaluate their effectiveness.

Instructions agreed:

Head of Labor Economics Department ____________________________

Head of Department _____________________________________________________

Block Executive Director ______________________

I have read the instructions:

Full name, date, signature

________________________________________

The rapid development of industry at the turn of the 19th and 20th centuries contributed to the emergence of new levers of influence on consumers of products of enterprises of various profiles. These new methods include creating advertising agencies involved in product advertising and promotion on consumer market. That’s when the catchphrase appeared: “advertising is the engine of trade.”

Successful business development required the involvement of advertising specialists. The origins of our Russian advertising- the beginning of the 20s of the last century, at the time of the New Economic Policy. The brightest representative of Soviet advertising was the Rodchenko-Mayakovsky tandem - a poster artist and a master of advertising text. IN modern understanding Mayakovsky is an advertising manager: composed advertising texts, found clients, sought financing, looked for profitable orders for their products, and conducted marketing research.

What is the purpose of the work?

The main goal of an advertising manager is promote the company’s products to the consumer market and increase profitability. A manager is a leader, literally a manager. Its goal is to select a strategy and tools to effectively influence the consumer’s consciousness that it is his product that he needs. Choosing the means to achieve your goal is also the responsibility of the manager. This is not just an advertisement for a product. But also deep marketing research involving all services of the company.

Ways to achieve promotion:

1. Usage Media. Establishing connections with representatives of the “fourth estate” to create a positive image of the company.
2. Usage internal resources companies. Analysis of the expenditure of advertising department funds. Search for effective product promotion through creating attractive product forms and content. For example, the production of packaging for a product begins with the search for material, size, color, ease of use, that is, the search for all components that contribute to a quick purchase.
3. Monitor competitors' marketing moves and develop a strategy in a competitive environment. Constantly improve the level of customer service. Direct the work of your department towards full interaction with the company’s divisions. Carrying out promotions to study demand.

Basic provisions

The development of a job description for an advertising manager is based on employment contract and in accordance with the provisions Labor Code Russian Federation and other regulations governing labor legal relations in the Russian Federation.

The main provisions of this instruction are developed based on the field of activity of this enterprise. Work in the media involves finding advertisers, selling space and airtime, and finding funds to retain clients. The main work is aimed at fulfilling the clients' tasks.

The instructions should reflect the requirements for an advertising manager: higher education (specialty in management) or additional vocational training based on higher education and work experience of at least two years. This is important because many advertising managers are not, in fact, advertising managers. Their activities are more reminiscent of advertising brokers: buy cheap services on the advertising market, offer them to their company and also receive a commission from their partner.

The job description must indicate a list of documents that the advertising manager must follow:

• these instructions;
• legislative, regulations in the field of entrepreneurship, commerce and advertising;
• collective and labor agreements;
• orders and instructions of the company’s management;
• company charter;
• methodological developments.

The instructions must indicate: what the manager should know and what functions are assigned to him. We must proceed from the specifics of the enterprise and identify exactly what is needed. It is necessary to exclude duplication of functions of other specialists. Everyone must do their job and be responsible for it.

Rights and Responsibilities

The employee has the right:

• get acquainted with draft decisions of management and other officials on the company’s advertising activities;
• discuss questions about your job responsibilities;
• make proposals for improving and improving the company’s activities;
• interact with the management of company departments on advertising campaigns;
• put your signature on documents (within the limits of your authority);
• submit proposals for rewarding or punishing subordinates;
• assist the company management in the performance of their duties.

The job description of a marketing manager includes a section defining the responsibilities of an advertising manager. This section consists of points. The number of items in this section depends on the scale company activities. Large companies have management and marketing departments and a solid staff.

The task of the company management and department heads is to distribute the responsibilities of each department employee to maximum execution their functions.

• preparation of printed materials (booklets, catalogs of goods or services, banners, souvenirs with the company logo, posters, etc.);
• drawing up annual, monthly and project budgets, media planning;
• negotiating and concluding agreements for advertising placement on profitable platforms, including the media, outdoor advertising, radio, television, Internet);
• analysis of consumer demand during advertising campaigns;
• analysis of the activity of competing companies (monitoring methods);
• optimization of advertising costs;
• support of documentation in your field;
• ensuring control over the implementation of everything planned;
• development of a reporting and control system for activities related to the work of the advertising department.

Responsibility

• for failure to fulfill official duties responsibilities instructions, or improper performance of these duties. Within the limits of the current labor legislation of the Russian Federation;
• for offenses in the process of its professional activity. Within the framework of the current administrative, criminal and civil legislation of the Russian Federation;
• for causing swearing. Within the framework of current labor and civil legislation.

– mandatory document. Familiarization and testing of knowledge of the instructions is mandatory for each employee. The labor protection department maintains a log of knowledge testing of job descriptions.

All sections of the instructions: general provisions, rights, duties, responsibilities - must not contradict the provisions of the Labor Code of the Russian Federation, regulations that regulate legal relations in the Russian Federation.

[Name of organization]

Job description

I approve

[Job title] [Organization name]

______________/___[F.I.O.]___/

Marketing Manager

1. General provisions

1.1. This job description defines functional responsibilities, rights and responsibilities of the marketing manager [Name of organization in genitive case] (hereinafter referred to as the Society).

1.2. The Marketing Manager is appointed to the position and dismissed from the position in the manner established by the current labor legislation by order of the head of the Company, upon proposal commercial director Society.

1.3. The Marketing Manager is classified as an employee and reports directly to the head of the Company's marketing department.

1.4. The Marketing Manager is responsible for:

Timely and high-quality completion of tasks as intended;

Performing and labor discipline;

Security of information (documents) containing information that constitutes trade secret of the Company, other confidential information, including personal data of the Company’s employees;

Ensuring safe working conditions, maintaining order, following rules fire safety on department premises.

1.5. Persons with a higher professional (economic or engineering-economic) education and work experience in the field of marketing of at least 1 year can be appointed to the position of marketing manager.

1.6. IN practical activities The marketing manager should be guided by:

Legislation, regulations, as well as local acts and organizational and administrative documents of the organization (enterprise) regulating marketing work, the activities of the sales service and department;

Internal labor regulations;

Rules for occupational health and safety, ensuring industrial sanitation and fire protection;

Directions, orders, decisions and instructions from the immediate supervisor;

This job description.

1.7. A marketing manager must know:

Legislation, regulations on the organization of marketing and advertising activities;

The organizational structure of the Company, the product sales system, the procedure for its functioning, the organization of the department’s work;

Current and future resource needs of the department, methods of their planning and forecasting;

The tasks of the department to meet the Company’s needs for marketing support, its capabilities to solve these problems;

Methods for analyzing marketing activities;

The procedure for organizational and information interaction department with other divisions of the Company;

The procedure for developing marketing plans;

Organization of operational recording of the results of marketing activities;

Criteria for assessing the effectiveness of the department;

Advanced domestic and foreign experience in the field of marketing;

Composition and structure of department documentation;

Means computer technology, communications and communications;

Labor protection rules and regulations.

1.8. During the period of temporary absence of the marketing manager, his duties are performed by a person appointed in accordance with the established procedure. This person acquires the corresponding rights and is responsible for the proper performance of the duties assigned to him.

2. Functional responsibilities

The Marketing Manager is required to perform the following job functions:

2.1. Ensure timely and high-quality completion of daily tasks assigned to him in strict accordance with the approved procedure (regulations) and work technology.

2.2. Regularly analyze the consumer properties of the Company's products, forecast consumer demand and market conditions.

2.3. Take part in drawing up long-term and current plans for the production and sale of products, identifying new markets and new consumers of the Company’s products.

2.4. Ensure coordination of the activities of the structural divisions of the collection and analysis department marketing information, creation of a data bank on marketing of the Company's products.

2.5. Organize a study of consumer opinions about the Company’s products and monitor the timely elimination of deficiencies indicated in complaints and claims received from consumers.

2.6. Submit proposals for the formation of the Company’s corporate identity and corporate design of its products for consideration by management.

2.7. Study, generalize and apply advanced domestic and foreign experience in the field of marketing in the daily activities of the department.

2.8. Process and submit in a timely and complete manner officials reporting and other documentation with appropriate authorities.

If necessary, the marketing manager may be involved in performing his duties overtime, by decision of the head of the Company, in the manner prescribed by labor legislation.

The Marketing Manager has the right:

3.1. Make decisions in order to properly organize marketing, ensure the daily activities of the department - on all issues within its competence.

3.2. Prepare and present to your immediate supervisor your proposals for improving marketing and department activities (its additional personnel, logistics, etc.).

3.3. Participate in the work of collegial management bodies when considering issues related to marketing and department activities.

4. Responsibility and performance evaluation

4.1. The marketing manager bears administrative, disciplinary and material (and in some cases, provided for by law RF, - and criminal liability for:

4.1.1. Violation of the provisions of legislation, regulations, as well as local acts and organizational and administrative documents on marketing issues.

4.1.2. Failure to follow the instructions of the immediate supervisor regarding the organization of marketing, the activities of the department and the performance of its tasks.

4.1.3. Failure to comply with requirements to ensure the safety of information and documents containing confidential information.

4.1.4. Illegal use of granted official powers, as well as their use for personal purposes.

4.2. The marketing manager’s performance is assessed by:

4.2.1. By the immediate supervisor - regularly, in the course of the employee’s daily exercise of his powers.

4.2.2. The certification commission of the enterprise - periodically, but at least once every two years, based on documented results of work for the evaluation period.

4.3. The main criterion for assessing the work of a marketing manager is the quality, completeness and timeliness of his performance of the tasks provided for in these instructions.

5. Working conditions

5.1. The working hours of the marketing manager are determined in accordance with the internal labor regulations established at the enterprise.

5.2. Due to production necessity The marketing manager can go on business trips (including local ones).

I have read the instructions ___________/___________/ "__" _______ 20__

I approve

_____________________________ (Last name, initials)

(name of organization, its ________________________________

organizationally - legal form) (director; other person authorized

approve job description)

JOB DESCRIPTION FOR TRADE MARKETING MANAGER

——————————————————————-

(name of institution)

00.00.201_g. №00

1. General provisions

1.1.This job description defines the rights, responsibilities and job responsibilities trade marketing manager _____________________ (hereinafter referred to as the “enterprise”). Name of institution

1.2. A person with a higher (secondary) professional (economic) education is hired for the position of trade marketing manager, additional training in marketing, with at least 2 years of experience in marketing; 3 years; Ave.

1.3.The trade marketing manager must know:

Legislative and regulatory legal acts, methodological materials on organizing marketing;

Basic technological and design features, characteristics and consumer properties of the goods sold;

Methods for studying market conditions and developing forecasts of demand for goods sold;

Fundamentals of marketing, its principles, objectives and methods of marketing research;

Trading Basics;

Methods for determining the solvency of demand for goods;

The procedure for developing sales plans;

Methods for studying the motivation of consumers' attitudes towards goods;

Ways and methods of working with dealers, the media;

Principles of accounting and reporting on the implementation of sales plans;

Fundamentals of management, budgeting and accounting;

Fundamentals of labor legislation;

Rules and regulations of occupational health, safety, industrial sanitation and fire protection.

1.4. The trade marketing manager is hired and dismissed by order of the head of the enterprise.

1.5.The trade marketing manager reports to _______________________.

1.6. During the absence of a trade marketing manager (business trip, vacation, illness, etc.), his duties are assigned to a person appointed in the prescribed manner, who acquires the corresponding rights and responsible for improper performance of the duties assigned to him.

2. Job responsibilities

The Trade Marketing Manager is responsible for:

2.1. Provide general management of the trade marketing department.

2.2. Organize work to study the main factors influencing the dynamics of consumer demand for goods, the ratio of supply and demand for similar types of goods.

2.3. Develop proposals for the individualization of goods to transmit information to manufacturers or independently impart individualizing characteristics to goods (packaging, etc.).

2.4. Determine commodity distribution channels - their types, characteristics, policies for creation and use; develop concepts for creating dealer and distribution networks.

2.5.Develop a concept for the procurement (purchase) of goods.

2.6. Based on the results of marketing research, develop a general trade marketing strategy for the enterprise.

2.7.Develop a marketing budget, manage financial resources allocated to the trade marketing department.

2.9. Assess the prospects for market development, the enterprise’s prospects for developing and conquering a particular market segment.

2.10.Develop a market entry strategy.

2.11.Determine the required range of goods, pricing policy for goods.

2.12.Develop methods for searching for potential sellers and buyers.

2.13. Manage the search for sellers and buyers of goods.

2.14. Organize work to establish relationships with consumers and wholesale sellers of goods.

2.15.Manage contractual work with third-party organizations.

2.16.Develop measures to stimulate (both active - through a system of discounts, incentives, etc., and passive - through quality and product design, image policy) sales.

2.17. Manage purchasing, sales and marketing research managers, and exercise operational control of their daily work.

2.18. Carry out general management of regional representative offices and branches.

2.19. Coordinate the work of trade departments (sales departments) with warehouse services, information department and advertising department.

2.20. Organize the collection of information from consumers about satisfaction with goods, claims and complaints about goods.

2.21. Determine forms and methods for eliminating deficiencies in claims and complaints received from consumers.

2.22. Maintain communication with the market through advertising, information services to inform consumers and promote products; organize the development of a strategy for advertising events.

2.23. Prepare proposals for the formation of a corporate style of the enterprise and corporate design of advertising products.

2.24. Analyze the effectiveness of marketing activities; monitor competitors’ marketing campaigns, analyze them, and make adjustments to your own marketing activities.

The trade marketing manager has the right to:

3.1.Sign and endorse documents within your competence.

3.2. Get acquainted with the documents defining his rights and responsibilities for his position, criteria for assessing the quality of performance of official duties.

3.3.Request personally or on behalf of the immediate supervisor from the heads of departments of the enterprise and specialists for information and documents necessary to fulfill his official duties.

3.4. Represent the interests of the enterprise in relations with government agencies, local governments, and third-party organizations on issues of marketing sales of goods.

3.5. Request from the structural divisions of the enterprise information and documents necessary to fulfill his official duties.

3.6. Interact with the heads of all structural divisions on trade marketing issues.

3.7. Submit proposals for improvement of work related to the responsibilities provided for in these instructions for consideration by management.

3.8. Require the management of the trading enterprise to provide organizational and technical conditions and prepare the established documents necessary for the performance of official duties.

4. Responsibility

The Trade Marketing Manager is responsible for:

4.1.Inadequate performance or failure to fulfill one’s job duties as provided for in this job description within the framework established by the current labor legislation of the Russian Federation.

4.2. Legal violations committed in the course of its activities within the framework established by the current administrative, criminal and civil legislation of the Russian Federation.

4.3. Causing material damage to the enterprise within the framework established by the current labor legislation of the Russian Federation.

Head of structural unit: _____________ __________________

(signature) (surname, initials)

I have read the instructions,

one copy received: _____________ __________________

(signature) (surname, initials)

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