Head of the Marketing Department. Marketing department in the company: key tasks and functions Head of marketing and sales department Job responsibilities

Leads the research of the main reasons that create the dynamics of consumer needs for goods manufactured by the enterprise, the ratio of needs and opportunities for similar types of goods, technical and other characteristics and qualities of a competing product.

The main functions of the head of the marketing department

The professional performs the duties assigned to him, namely:
1. Develops a marketing policy in the company, participates in the preparation of production plans, identifies unexplored sales markets and new customers for manufactured products.
2. Creates an information bank that relates to the marketing of products manufactured by the company (draws up contracts and orders for delivery).
3. Analyzes the opinions of customers, among whom there are also, about the manufactured product, its impact on the sale of goods, develops proposals for improving the quality of the product and its competitiveness.
4. Controls the timely elimination of shortcomings noted in the claims that come from customers, the motivation for a specific attitude of customers to the manufactured product.
5. Develop a strategy for the implementation of media advertising through illuminated advertising, advertising on vehicles, participate in industry exhibitions, fairs to disseminate information about the quality of goods and increase sales markets.
6. Develops proposals concerning the creation of the corporate identity of the organization, and the special design of advertising.
7. Manages the dealer service and provides it with all the required methodological materials and technical documentation.
8. To improve the consumer properties of the product and stimulate sales, develops proposals that change the economic, technical and other characteristics of the product.
9. Manages the activities of services that provide maintenance and repair of manufactured goods under warranty, develops proposals for sound planning and production of spare parts.
10. Monitors the correct storage, delivery and use of products.

The head of the marketing department solves an important task - supports the implementation at a decent level, conducts presentations and various promotions, improves incentive and planning systems.

Skills Required to Become a Marketing Manager

The leader must have the following personal qualities: a high degree of responsibility, scrupulousness, organization, the ability to negotiate, perseverance, organizational skills, an analytical mindset and determination. A qualified leader must be resistant to stressful situations, sociable, able to quickly establish and maintain business relationships with the right people for a long time.

18.09.2013

I was convinced quite recently that this position should be really very responsible and intelligent person. The marketing department is one of the most important engines that push a business forward. And besides the fact that the head of this important department must be able to build relationships with partners, he must also find a common language with his colleagues, and in particular with the heads of other departments.

General provisions

I. Qualifications

A specialist with a higher education and at least 2 years of practical experience in this field is appointed to the position of head of the marketing department.

II. Functional responsibilities

The head of the marketing department must be able to:

The head of the department must know:

* The work of the marketing department;

* Name of all varieties of produced wine products, grape varieties grown by SE "Privetnoye"

* Functional responsibilities of employees of the marketing department;

* List of provided standard and additional services, their cost;

* Mode of operation of service enterprises on the territory of the enterprise.

* Rules and methods of organizing the process of servicing regular customers; and methods of winning more potential customers;

* Principles of work with computer equipment;

* Fundamentals of aesthetics, ethics, psychology in working with clients.

III. Rights

IV. Relationship system (connection with the position)

The head of the department maintains direct contact with the director of the enterprise, heads of departments, personnel of the marketing department, and local executive associations.

V. Workplace

Workplace: office of the head of the marketing department in SE "Privetnoe".

Equipment: computer equipment, furniture, telephone-fax, communication, regulatory documents.

VI. Responsibility

The head of the marketing department is responsible for:

6.1. For the quality and timeliness of the fulfillment of the duties assigned to him by this job description.

6.2. For compliance with the rules of the internal labor schedule of the enterprise.

Each violation of labor discipline or principles of communication between employees and customers is recorded in the call log. Registered appeals are the basis for a differentiated bonus payment for each employee or team as a whole

6.3. For compliance with the instructions for labor protection, fire safety.

Who is the Head of Marketing?

Before talking about the rights and duties of the head of the marketing department, you must first explain what a person in this profession does. The marketing department is a division of the company that analyzes the market, as well as promotes the company's products on it. The head of the marketing department is the person who manages this department.

As for any other employee, a job description can be drawn up for him - a document describing his place in the company's service hierarchy, duties and rights with which he is endowed by virtue of his position.

The structure and content of the job description of the head of the marketing department

There are practically no normative acts regulating the rules for compiling job descriptions. In particular, the qualification directory of positions (KSD), approved in 1998 by the Ministry of Labor of the Russian Federation, contains a description of the position of the head of the marketing department, but this document is only advisory in nature. The same can be said about GOSTs related to office work: their use is justified, but the inconsistency of the job description with these documents does not invalidate it.

Despite this, in practice, a certain standard for the preparation of job descriptions has long been developed, according to which it usually consists of sections describing:

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general provisions regarding the description of the position and the place of the employee in the structure of the enterprise (this usually also includes the qualification requirements for the employee appointed to this position);
duties assigned to the employee;
the rights with which he is endowed;
the responsibility he bears.

General provisions

This section describes the position and reporting to the Head of Marketing. The following options are possible:

The head of the department reports directly to the general director (such subordination is usually practiced in relatively small companies).
The head of the department reports to one of the deputy directors (usually the deputy director for commercial affairs, also called the commercial director).

Approximate qualification requirements for the head of the marketing department are described in the KSD: higher economic (although engineering and economic) education and at least 5 years of experience in marketing. However, at a particular enterprise, these requirements can be reduced if necessary.

Job Responsibilities

As a rule, the head of the marketing department is responsible for:

Development of enterprise policy in the field of marketing.
Management of marketing research conducted by the department. Research is designed to determine what specific factors affect demand, the situation on the market for similar goods or services, the ratio of consumer qualities of the company's products and its direct competitors.
Development of plans for the production and sale of products (together with other departments of enterprises).
Organization of the collection and analysis of all commercial information related to the activities of the company, as well as leadership in the search for new markets.
Organization of the study of consumer opinion with subsequent informing the management of the company and its structural divisions about the results obtained.
Control over the process of eliminating deficiencies in products or services identified during work with consumers.
Managing the activities of advertising specialists and planning advertising campaigns (if advertising work is assigned to the marketing department).
Control over the provision of the dealer service with the necessary methodological materials and information.
Development, together with the management of other departments, of recommendations for changing the characteristics of products and their range, with the aim of increasing the attractiveness of products for consumers and expanding the sales market.
Managing the work of service centers (if any), monitoring warranty service, planning the production of spare parts for products.
Implementation, together with the transport or logistics department, of control over the storage of products and the preservation of their quality during storage and transportation.
Finally, the direct management of the marketing department staff.

Rights

Being one of the leading employees of the enterprise, the head of the department is endowed with the following rights:

Give instructions to subordinates and control the result of their implementation.
Request and receive any materials and information necessary for the implementation of the duties of both the head himself and the employees of his department.
Contact outside organizations, engage in business correspondence with them, represent the interests of your company in resolving issues related to marketing.
Contact the management of the company with suggestions regarding the improvement of work.

Responsibility

Like any other employee, the head of the marketing department has the following responsibilities:

disciplinary - for compliance with the internal acts of the enterprise and the implementation of orders from the management;
civil law - for damage caused to the property of the company and its employees;
administrative and criminal - in cases established by law.

Additional terms

In some cases, the instruction of the head of the marketing department may also contain a section on additional conditions regarding the working conditions of this employee. Here it can be described in which cases he has the right to sign documents, can use official transport, etc. - in general, points that were not included in the previous sections, but certainly require clarification.

How is the job description of the head of the marketing department developed and applied?

In order for an instruction to come into force, it must be properly developed and approved. Typically, the order of development and approval is as follows:

The head of the enterprise issues an order to develop a document.
Appointed employees develop a draft instruction and coordinate its content with the leadership of the personnel and legal services.
The prepared project is approved by the head of the company.

After the instruction is approved, the employee acquaints himself with its contents under the signature and, if desired, receives a copy for himself. The original is kept in the personnel office.

Attention! In parallel with the job description for the head of the marketing department, a regulation on the marketing department of an enterprise can also be adopted, which no longer concerns a specific employee, but all employees employed in the department. At the same time, it is important not to forget that the content of the instruction and the provisions of the department should not be in conflict with each other.

[Name of company]

Job description

I approve

[Position name] [Organization name]

______________/___[FULL NAME.]___/

Head of the Marketing Department

1. General Provisions

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

1.2. The head of the marketing department is appointed to the position and dismissed in accordance with the procedure established by the current labor legislation by order of the head of the Company, on the proposal of the commercial director of the Company.

1.3. The head of the marketing department belongs to the category of managers and is subordinate to:

Designer.

Public Relations Manager.

1.4. The head of the marketing department reports directly to the commercial director of the Company.

1.5. The Head of Marketing is responsible for:

The work of the department, the timely and high-quality performance of its tasks as intended;

Performing and labor discipline of subordinates;

Safety of documents (information) containing information constituting the trade secret of the Company, other confidential information, including personal data of the Company's employees;

Ensuring safe working conditions, maintaining order, complying with fire safety rules in the premises of the department.

1.6. Persons with a higher professional (economic or engineering-economic) education and at least 3 years of experience in the specialty in the field of marketing may be appointed to the position of head of the marketing department.

1.7. In practice, the head of the marketing department should be guided by:

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

Internal labor regulations;

Rules of labor protection and safety, ensuring industrial sanitation and fire protection;

Instructions, orders, decisions and instructions of the immediate supervisor;

This job description.

1.8. The head of the marketing department should know:

Legislation, normative legal acts on the organization of marketing and advertising activities;

The organizational structure of the Company, the system for marketing products, the procedure for its functioning, the organization of the work of the department;

Current and prospective needs of the department in resources, methods of their planning and forecasting;

Tasks of the department to meet the needs of the Company in marketing support, its ability to solve these problems;

Methods for analyzing the marketing activities of the department;

The order of organizational and informational interaction of the department with other divisions of the Company;

The procedure for developing marketing plans;

Organization of operational accounting of the results of marketing activities;

Criteria for assessing the effectiveness of the department;

Advanced domestic and foreign experience in the field of marketing;

The composition and structure of the documentation of the department;

Management (to the extent required for the effective management of the department), business etiquette, rules for conducting business correspondence on marketing issues;

Means of computer technology, communication and communications;

Rules and norms of labor protection.

1.9. During the period of temporary absence of the head of the marketing department, his duties are performed by a duly appointed person. This person acquires the appropriate rights and is responsible for the proper performance of the duties assigned to him.

2. Functional responsibilities

The head of the marketing department is obliged to carry out the following labor functions:

2.1. Lead the work of the department and manage it confidently.

2.2. To ensure timely and high-quality performance by the department of the daily tasks assigned to it in strict accordance with the approved procedure (regulations) and work technology.

2.3. Manage the development of the Company's marketing policy.

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

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

2.6. Ensure coordination of the activities of the structural subdivisions of the department for the collection and analysis of marketing information, the creation of a data bank for the marketing of the Company's products.

2.7. Organize the study of consumers' opinions about the Company's products, and monitor the timely elimination of deficiencies indicated in complaints and claims received from consumers.

2.8. Submit proposals for the consideration of the management on the formation of the corporate identity of the Company and the corporate design of the products.

2.9. Create optimal conditions for coordinating the activities of the department with other divisions of the Company.

2.10. Ensure daily operational accounting of the main performance indicators of the department, timely and complete presentation of statistical reporting.

2.11. To carry out personally and through subordinates effective control over the progress of tasks, the compliance of the actual performance of the department with the planned ones and take measures to eliminate the identified shortcomings.

2.12. Analyze the marketing activities of the department, based on the results of the analysis, develop proposals aimed at its improvement.

2.13. Manage the development of documentation for the department.

2.14. Ensure the rational use of material, technical and other means of the department in the interests of fulfilling tasks for their intended purpose.

2.15. Ensure reliable protection of information (documents) containing information constituting the trade secret of the Company, other confidential information, including personal data of the Company's employees.

2.16. Supervise the training of subordinates, create conditions for them to improve their skills.

2.17. Monitor compliance by subordinates with the internal labor regulations, safety requirements.

2.18. Use in relation to subordinates the granted rights to encourage them (bring them to responsibility).

2.19. Manage planning and reporting on the activities of the department.

2.20. To study, generalize and apply in the daily activities of the department advanced domestic and foreign experience in the field of marketing.

2.21. Timely and fully work out and submit reporting and other documentation to officials with appropriate powers.

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

The head of the marketing department has the right to:

3.1. Make decisions for the proper organization of marketing, ensuring the daily activities of the department - on all issues related to its competence.

3.2. Submit to the immediate supervisor your proposals for encouraging (bringing to account) the employees of the department - in cases where their own powers are not enough for this.

3.3. Prepare and submit to the immediate supervisor your proposals for improving marketing, the activities of the department (its additional personnel, logistics, etc.).

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

4. Responsibility and performance evaluation

4.1. The head of the marketing department bears administrative, disciplinary and financial (and in some cases, provided for by the legislation of the Russian Federation - and criminal) responsibility for:

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

4.1.2. Failure to comply with the instructions of the immediate supervisor regarding the organization of marketing, the activities of the department and the fulfillment of its tasks.

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

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

4.2. Evaluation of the work of the head of the marketing department is carried out:

4.2.1. Direct supervisor - regularly, in the process of daily exercise by the employee of his powers.

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

4.3. The main criterion for evaluating the work of the head of the marketing department is the quality, completeness and timeliness of his performance of the tasks provided for by this instruction.

5. Right to sign

5.1. To ensure its activities, the head of the marketing department is given the right to sign organizational and administrative documents on issues that are part of his functional duties.

Acquainted with the instructions ___________ / ____________ / "__" _______ 20__

JOB INSTRUCTIONS FOR THE HEAD OF THE MARKETING DEPARTMENT

1. GENERAL PROVISIONS

1.1. This job description defines the functional duties, rights and responsibilities of the Head of the Marketing Department.

1.3. The Head of the Marketing Department reports directly to ________________________.

1.4. A person with a higher professional (economic or engineering-economic) education and work experience in the specialty in the field of marketing is appointed to the position of the Head of the Marketing Department.

1.5. The head of the marketing department should know:

— legislative and regulatory legal acts, methodological materials on the organization of marketing and assessment of the financial and economic condition and market capacity; methods for determining the solvency of demand for manufactured products and the procedure for developing long-term and current plans for the production and marketing of products; main technological and design features, characteristics and consumer properties of the manufactured products, its difference from domestic and foreign analogues, advantages and disadvantages; methods for studying market conditions and developing forecasts for the need for manufactured products; economics of production; organization of advertising; methods for studying the motivation of consumers' attitudes towards products; terms of delivery, storage and transportation of products; ways and methods of work with dealers, mass media; organization of repair services; the procedure for consideration and preparation of responses to claims and complaints of consumers; rules for registration of sales and advertising documentation; standards and specifications for the company's products; fundamentals of technology, organization of production, labor and management; organization of accounting and reporting on the implementation of sales plans and sales of products; fundamentals of labor legislation; rules and norms of labor protection, safety measures, industrial sanitation and fire protection.

1.6. During the period of temporary absence of the Head of the Marketing Department, his duties are assigned to ___________________________.

2. FUNCTIONAL RESPONSIBILITIES

Note. The functional responsibilities of the Head of the Marketing Department are determined on the basis and to the extent of the qualification characteristics for the position of the Head of the Marketing Department and can be supplemented, clarified when preparing the job description based on specific circumstances.

Job responsibilities:

2.1. Carries out the development of marketing policy at the enterprise based on the analysis of consumer properties of manufactured products and forecasting consumer demand and market conditions.

2.2. Supervises the research of the main factors that shape the dynamics of consumer demand for the company's products, the ratio of supply and demand for similar types of products, technical and other consumer qualities of competing products.

2.3. Ensures the participation of the department in the preparation of long-term and current plans for the production and sale of products, the identification of new markets and new consumers of products.

2.4. Coordinates the activities of all functional units for the collection and analysis of commercial and economic information, the creation of a data bank for marketing the company's products (supply requests, production contracts, availability of stocks, market capacity, etc.).

2.5. Organizes the study of consumer opinion about the products manufactured by the enterprise, its impact on the sale of products and the preparation of proposals to improve its competitiveness and quality.

2.6. Carries out control over the timely elimination of shortcomings indicated in complaints and claims received from consumers, the motivation of a certain attitude of consumers to the company's products. Organizes the development of a strategy for conducting advertising events in the media using outdoor, illuminated, electronic, postal advertising, advertising on transport, participation in industry exhibitions, fairs, sales exhibitions to inform potential indicators and expand sales markets.

2.7. Prepares proposals for the formation of the corporate identity of the enterprise and corporate design of promotional products.

2.8. Carries out methodological management of the dealer service and provides it with all the necessary technical and advertising documentation.

2.9. Participates, together with other departments, in the development of proposals and recommendations for changing the technical, economic and other characteristics of products in order to improve their consumer qualities and stimulate sales.

2.10. Provides management of the work of service centers for warranty service and repair of the company's products, prepares proposals for technically sound planning and production of spare parts (in terms of quantity and range).

2.11. Supervises the correct storage, transportation and use of products.

2.12. Manages department employees.

The head of the marketing department has the right to:

3.1. Give assignments and tasks to his subordinate employees on a range of issues included in his functional duties.

3.2. To control the fulfillment of planned tasks and work, as well as the timely execution of individual orders and tasks of employees subordinate to him.

3.3. Request and receive the necessary materials and documents related to the activities of the marketing department.

3.4. Enter into relationships with departments of third-party institutions and organizations to resolve operational issues of production activities that are within the competence of the Head of the Marketing Department.

3.4. Represent the interests of the enterprise in third-party organizations on issues related to the production activities of the marketing department.

4. RESPONSIBILITY

The head of the marketing department is responsible for:

4.1. The results and efficiency of the production activities of the marketing department, ensuring the fulfillment of the functions assigned to the department.

4.2. Failure to ensure the fulfillment of their functional duties, as well as the work of employees subordinate to him on issues of production activities.

4.3. Inaccurate information about the status of the department's work plans.

4.4. Failure to comply with orders, instructions and instructions of the director of the enterprise.

4.5. Failure to take measures to suppress the identified violations of safety regulations, fire safety and other rules that pose a threat to the activities of the enterprise, its employees.

4.6. Failure to ensure compliance with labor and performance discipline by employees who are subordinate to the Head of the Marketing Department.

5. WORKING CONDITIONS

5.1. The mode of operation of the Head of the Marketing Department is determined in accordance with the Internal Labor Regulations established at the enterprise.

5.2. In connection with the production need, the Head of the Marketing Department may go on business trips (including local ones).

5.3. To solve operational issues related to the provision of production activities, the Head of the Marketing Department may be assigned a company vehicle.

6. SCOPE OF ACTIVITY. RIGHT TO SIGN

6.1. The exclusive area of activity of the Head of the Marketing Department is to ensure the planning and organization of the production activities of the Marketing Department.

6.2. Head of Marketing Department. to ensure its activities, the right to sign organizational and administrative documents on issues included in its functional duties is granted.

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