When many people hear
the term marketing department
, they may have an image of a star department that influences product sales and company performance.
On the other hand, few people may be able to answer clearly what kind of work the marketing department does and what kind of influence it has on the company.
Therefore, this time, we will introduce jobs in the marketing department, the abilities and skills necessary to work in the marketing department, and useful qualifications.
Role of marketing department
The role of the marketing department is to “create a system to ensure that products and services continue to sell.”
“Mechanisms for continued sales” begin at the product development stage, include PR after the product is released on the market, strategies to further increase sales while monitoring sales, and are developed even before a single product is created. It extends to the next stage.
Before a company can get customers to purchase its products and services, there are processes such as product development, production, sales, and sales, and marketing plays the role of integrating these functions.
The marketing department is the department in charge of marketing-related operations in corporate management.
The following columns will be helpful regarding the importance, significance, and role of marketing.
marketing department jobs
The work of the marketing department is known to be related to consumers and products or services, such as market research before product development and PR events after product release.
However, in reality, there are many jobs that are not generally known, such as jobs that involve interacting with people within the company and clients.
Many of these tasks are central to the marketing department and can be said to make a major contribution to the company.
Here, we will introduce some of the work of the marketing department.
market research
During the new product development stage, the marketing department collects all kinds of information from the general public and investigates what products and services are in demand now or in the future.
We collect information from various fields such as questionnaire surveys and market research, and analyze the data.
From there, I think about “what age group”, “what kind of products/services”, and “how” to sell them successfully, and then create a sales strategy for the product, and sometimes give presentations to internal management and sometimes clients. there is.
Product/service concept planning
We develop new product concepts based on research and analysis.
The scope of work varies depending on the company, but it involves explaining the concept of a new product to the planning and development department, as well as consumer needs, which can be said to be the basis of the concept.
Based on this, the development department, manufacturing department, etc. begin manufacturing the product, and the planning department begins creating promotional materials such as leaflets.
In particular, promotional materials are important items for consumers to pick up and get an overview of the product.
The concept must be expressed accurately, clearly, and smartly, so communication between the marketing department and the planning department must be thorough.
Cooperation with sales department
We will also explain the concept to the sales department. Based on that concept, the sales department creates a sales simulation and creates a sales schedule.
The following columns will be helpful for the job roles required of the marketing and sales departments.
naming
Although it varies by company, naming decisions may be made by the marketing department, public relations department, planning department, etc.
Again, the concept must be clearly communicated and understood by everyone. In some cases, we may have to come up with multiple naming ideas and make a presentation before deciding on the name.
Pricing
In many cases, the manufacturing department or management team sets prices, but there are also many cases where decisions are made based on research conducted by the marketing department, such as market trends regarding pricing.
Since pricing is a very delicate task, it is often carried out by the development department or manufacturing department, which is responsible for understanding costs, and the marketing department, which is responsible for analyzing market research.
Distribution channel selection
We respond to market needs and are also involved in selecting distribution channels for products. We select channels by considering a variety of factors, including the characteristics of the product and the target age group. It can be said that this is a very important task that affects the sales of the product.
Implementation of digital marketing
After going through these phases, the marketing department will implement marketing using digital media, including web media, on all digital devices.
Digital devices mainly refer to hardware such as PCs, smartphones, and digital signage.
Digital media refers to various media on the Internet, including owned media, websites, SNS, and EC sites.
Abilities and skills required in the marketing department
There are several competencies and skills required in the marketing department. Here are five key abilities and skills.
Analytical ability, thinking ability, judgment ability
In the marketing department, the first job is to conduct market research and analyze survey results, so skills such as analytical ability, judgment, and IT technology for data analysis are required.
communication skills
In the marketing department, there is a great deal of interpersonal work, such as conducting market research face-to-face and giving presentations after concept planning. Therefore, communication skills that allow you to deal with a variety of people smoothly are also important.
creativity
A wealth of ideas is an ability needed in the marketing department. Your competitors may also be aware of the needs identified through market research.
If the marketing department comes up with an interesting idea that no other company has thought of in response to a need, there is a possibility that an explosive hit product will be created.
management ability
Marketing departments often work in collaboration with a large number of departments.
In addition, a lot of material is collected from various sources, such as market research and analysis, and collected data, which must be assembled into a sales strategy.
Therefore, we often find that management skills are required to supervise a wide variety of personnel and departments.
The power to look down
When the departments involved in a project are concentrating on their work, they may find themselves unable to see only the immediate future.
Therefore, the marketing department is required to have the ability to look at the entire project from a bird’s-eye view and determine whether any departments are lagging behind or where the concept is off.
IT/Digital/Web skills
Marketing departments must utilize many digital media. In addition to basic marketing knowledge, IT and web-related abilities are also required, including PC skills, web production skills, and knowledge of digital tools and devices.
Mainly, PC skills require not only touch typing, but also the ability to operate and operate various web media such as owned media and SNS, and the ability to create materials using office software such as Word, Excel, and PowerPoint.
Web production skills require the operation of a CMS such as WordPress, the operation of image editing software, and a minimum knowledge of HTML coding.
Various methods of digital marketing
There are many different methods of digital marketing, and there are many different methods and strategies. At a glance, there are methods such as the following:
Website operation
In digital marketing, the website is the basis of strategy. At the same time, it serves as the basis for operation among various media.
content marketing
Content marketing is a marketing activity that involves creating content using owned media. It helps you provide your users with your own content and turn them into fans.
email marketing
Email marketing is the use of email to communicate with each customer individually. During operation, it is important to avoid one-way traffic.
SNS marketing
SNS marketing aims to communicate with users and turn them into fans through SNS such as Twitter, Facebook, and Instagram.
video marketing
Video marketing is the use of videos to connect with users. If you can create original videos that get users interested, not just announcements or promotional videos, it will lead to them becoming fans.
application marketing
Application marketing is mainly done using smartphone applications. You can use push notifications to send valuable coupons and sale information to users.
Access analysis
Access analysis tools are used to analyze websites, etc. Analytical data can be used to understand users’ inflow routes, behavior history, interests, etc., and can be used to increase CV (conversion).
digital advertising
We will publish various digital advertisements to appeal to users. There are various types of digital advertisements, including listing advertisements, display advertisements, SNS advertisements, and video advertisements.
SEO/MEO measures
SEO stands for “Search Engine Optimization” and MEO stands for “Map Engine Optimization”, and you need to take the best measures for each engine.
marketing automation
Marketing automation (MA) is the automation of marketing. Marketing efficiency can be improved by using MA tools and other tools to automate tasks performed by humans.
Qualifications useful in the marketing department
We will explain the qualifications that are useful in marketing.
Cabinet Office certified “Marketing Certification”
The Cabinet Office-certified Marketing Certification
is a Cabinet Office-certified marketing certification sponsored by
the Japan Marketing Association
, a public interest incorporated association. This is a test to measure marketing ability, ranging from Level 1 to Level 3.
Level 3 mainly measures basic marketing skills. The purpose is to help students obtain qualifications and advance their careers by finding employment or changing jobs.
Level 2 aims to develop the level of proficiency and understanding necessary to work as a marketer in a company. Obtaining up to level 2 will prove that you have marketing ability.
Level 1 is recognized by our association as a professional marketer, and an open badge (digital certificate) is issued.
Google Analytics Individual Qualification (GAIQ)
Google Analytics Individual Qualification (GAIQ)
is a test to measure the proficiency of Google Analytics, an access analysis tool provided by Google.
While Google Analytics is extremely sophisticated and versatile, it uses a lot of technical terminology, making it one of the most difficult access analysis tools to use.
If you pass the GAIQ, you will be officially certified by Google as having a certain level of ability to operate Google Analytics.
The GAIQ is valid for 12 months after passing, and if it is not renewed regularly, the qualification will expire. Since the effects are not permanent, you will need to retake the test after 12 months.
Web Analyst Certification (Japan Web Association)
The Web Analyst Certification
is a test sponsored by the Japan Web Association that measures the ability to operate various access analysis tools such as Google Analytics.
A “web analyst” is a person who can contribute to improving a company’s performance on the web, such as analyzing customer data using access analysis tools and understanding market trends. If you pass the Web Analyst Certification, you will be recognized as a Web Analyst who can play an active role in a company.
Internet Marketing Certification (Supervised by World Emblem)
The Internet Marketing Certification
is a certification supervised by World Emblem, and sponsored by Just System and Impress.
This is a basic test on web marketing, and you can learn about SEO, SEM, website theory, etc.
Marketing Business Practical Examination (International Practical Marketing Association)
The Marketing Business Practical Test
conducted by the International Practical Marketing Association allows you to study theories, practical knowledge, case studies, etc. of general marketing that transcends industry types. Since there are no industry restrictions, you will acquire knowledge that can be applied to companies in a variety of fields.
Summary: Modern marketing departments have a wide variety of tasks and roles.
The work of the marketing department is wide-ranging, including not only dealing with consumers and products or services, but also dealing with people within the company and clients.
In addition to analytical, thinking, judgment, and IT skills, we also require a comprehensive range of skills, including communication, creative, management, and ability to see things from a bird’s-eye view.
To improve your skills, why not aim to obtain the Internet Marketing Certification Certification or the Marketing Business Practical Certification Certification?