Managing Marketing - Module Overview
The managing Marketing module focusses on 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 approached to measuring and monitoring marketing activities.
After completing the managing marketing module you will be able to:
1. Recommend how a marketing function should be structured to deliver competitive advantage, marketing and organisational success.
2. Assess a range of approaches that can be used to manage the marketing function on a day-to-day basis.
3. Prepare plans for showing how a team should be structured, selected, formed, managed and developed to demonstrate effective performance against objectives.
4. Critically assess the organisation's resource needs and capabilities for the marketing team and manage its marketing activities effectively and efficiently.
5. Prepare appropriate budgets and accounting documentation to support the financial management of the marketing function and associated marketing activities.
6. Critically assess the ongoing financial situation including manageability of the budget, financial stability and success of the marketing function.
Following is a detailed breakdown of the managing marketing module. There are three main sections.
Section one - The marketing infrastructure (weighting 30%)
1.1 Critically evaluate the importance of organisational structures in delivering marketing value, foucs and creativity including consideration of how the work of marketing operations is going to be undertaken.
1.2 Critically assess the requirements of developing effectives and efficient quality systems and processes to support compliance including evaluating and assessing the relevance of key quality concepts.
1.3 Determine innovative and effective methods of measuring and monitoring marketing performance for marketing operation, marketing activities and effective resource management.
1.4 Critically analyse monitoring information and recommend ways in which to improve marketing performance.
Section two - Managing marketing teams (weighting 40%)
2.1 Critically evaluate the differences between management and leadership and identify the role of an operational marketing manager.
2.2 Determine the needs for and show how to establish and build synergistic and harmonious marketing teams including preparing a plan to show how teams should be structured to deliver organisational and marketing objectives.
2.3 Propose a range of approaches for the sourcing of a team, including consideration of recruitment, training and development to provide the right balance of competency and skills.
2.4 Plan how the work of the team will be undertaken establishing priorities and critical activities required to meet marketing and organisational objectives and with customers in mind.
2.5 Propose approaches to manage and co-ordinated the work of teams and individuals to create effective working relations including appropriate levels of consultation, taking into account the balance of skills and activities available.
2.6 Propose approaches to manage and co-ordinate the work of remote teams to create effective working relations.
2.7 Identify potential areas of team conflict, identifying causes and making recommendations for ways in which to overcome it.
2.8 Critically assess levels of performance in order to identify poor performance and, reasons for it and recommendations of how to overcome it including consideration of loyalty and motivation programmes.
Section three - Operational finances for marketing (weighting 30%)
3.1 Assess the different requirements of managing the finances of the marketing function and associated marketing activities.
3.2 Critically evaluate the different approaches to setting the marketing and communications budget and associated marketing activities.
3.3 Evaluate the different information sources required to determine the marketing budget for marketing operations and activities.
3.4 Negotiate delegated budgets with colleagues and agree provisional operations.
3.5 Undertake cost benefit analysis of marketing activities establishing priorities and best value approaches to operations.
3.6 Establish effective cost management processes for marketing operations to ensure that costs are managed effectively to achieve viability in the long term.
3.7 Assess budget variances, identify causes and recommend corrective actions where appropriate.
3.8 Establish systems to monitor, evaluate and report on the finance performance of marketing operations and associated activities against the delegated budget.