English
Unit 1: The role of marketing
Doing the job
Tasks of the Marketing Executives:
- Monitor competitor activity
- Build relationships with stakeholders
- Plan and implement direct marketing activity
- Assist in the creation and implementation of a marketing and communications plan
- Conduct market research
- Evaluate the success of marketing campaigns
- Liaise with stakeholders
- Support the Marketing Manager and other colleagues
- Analyse pricing positions
- Manage the production and distribution of marketing collateral
- Maintain and update databases
- Organise and attend events and exhibitions
Requirements of a Marketing Executive:
- Interpersonal and analytical skills
- The ability to use initiative, to influence, to negotiate, and to work well in teams
- Numeracy, creativity, drive, business awareness, and IT literacy
- Good oral and written communication skills
- An understanding of the world of international business and the importance of intercultural
communication
- Knowledge of languages
Induction
Induction: when you start work at a new organization, it is common to have an induction day; this is
designed to teach you more about your job and the organization you are going to be working for.
Business, sector and industry are often used interchangeably, although sector is technically broader.
Public sector: refers to organizations that are affiliated in some way to the government.
, The private sector: refers to organizations that are not affiliated to the government; profit is the
driving force.
The voluntary sector is made up of organizations such as charities, who are not-for-profit and not
affiliated with the government.
Stakeholders
Stakeholders: individuals or groups directly affected by the behaviour of an organization.
Internal stakeholder: works for the organization itself (ex. Employees)
External stakeholders: exist outside of the organization, but may still affect it or be affected by it (ex.
Customers)
Stakeholder power: the ability of a stakeholder to influence an organization’s behaviour, both now
and in the future
Key stakeholders: an organization’s most important internal and external stakeholders
Primary stakeholders: stakeholders who are vital to the organization, without whom the
organization couldn’t survive (ex. Employees, management, clients, suppliers)
Secondary stakeholders: stakeholders that an organization can survive without at the moment, to a
certain extent (ex. Governmental organizations)
Stakeholder interest: how much attention a stakeholder pays to an organization; how much
awareness the stakeholder has of the organization or its activities
Unit 2: The marketing plan 1: audit and objectives
The marketing plan
Marketing strategy: how an organization intends to achieve its marketing objectives
Marketing plan: a written document that details the actions an organization must take in order to
achieve its marketing objectives
Parts of the marketing plan
Objectives: what the organization wants to achieve with its marketing plan
Executive summary: a short summary or overview of the contents of the marketing plan
Tactics: the specific marketing actions that the organization will take in order to implement its
strategy
Budget: how much the plan will cost to implement; how success will be measured; how costs will be
controlled
Strategy: how the organization will plan to achieve its objectives
Audit: an analysis of the internal and external factors facing the organization, an answer to the
question “ Where are we now?”
A strategy always comes before the tactics. The tactics are the specific activities you do in order to
achieve your strategy.
Unit 1: The role of marketing
Doing the job
Tasks of the Marketing Executives:
- Monitor competitor activity
- Build relationships with stakeholders
- Plan and implement direct marketing activity
- Assist in the creation and implementation of a marketing and communications plan
- Conduct market research
- Evaluate the success of marketing campaigns
- Liaise with stakeholders
- Support the Marketing Manager and other colleagues
- Analyse pricing positions
- Manage the production and distribution of marketing collateral
- Maintain and update databases
- Organise and attend events and exhibitions
Requirements of a Marketing Executive:
- Interpersonal and analytical skills
- The ability to use initiative, to influence, to negotiate, and to work well in teams
- Numeracy, creativity, drive, business awareness, and IT literacy
- Good oral and written communication skills
- An understanding of the world of international business and the importance of intercultural
communication
- Knowledge of languages
Induction
Induction: when you start work at a new organization, it is common to have an induction day; this is
designed to teach you more about your job and the organization you are going to be working for.
Business, sector and industry are often used interchangeably, although sector is technically broader.
Public sector: refers to organizations that are affiliated in some way to the government.
, The private sector: refers to organizations that are not affiliated to the government; profit is the
driving force.
The voluntary sector is made up of organizations such as charities, who are not-for-profit and not
affiliated with the government.
Stakeholders
Stakeholders: individuals or groups directly affected by the behaviour of an organization.
Internal stakeholder: works for the organization itself (ex. Employees)
External stakeholders: exist outside of the organization, but may still affect it or be affected by it (ex.
Customers)
Stakeholder power: the ability of a stakeholder to influence an organization’s behaviour, both now
and in the future
Key stakeholders: an organization’s most important internal and external stakeholders
Primary stakeholders: stakeholders who are vital to the organization, without whom the
organization couldn’t survive (ex. Employees, management, clients, suppliers)
Secondary stakeholders: stakeholders that an organization can survive without at the moment, to a
certain extent (ex. Governmental organizations)
Stakeholder interest: how much attention a stakeholder pays to an organization; how much
awareness the stakeholder has of the organization or its activities
Unit 2: The marketing plan 1: audit and objectives
The marketing plan
Marketing strategy: how an organization intends to achieve its marketing objectives
Marketing plan: a written document that details the actions an organization must take in order to
achieve its marketing objectives
Parts of the marketing plan
Objectives: what the organization wants to achieve with its marketing plan
Executive summary: a short summary or overview of the contents of the marketing plan
Tactics: the specific marketing actions that the organization will take in order to implement its
strategy
Budget: how much the plan will cost to implement; how success will be measured; how costs will be
controlled
Strategy: how the organization will plan to achieve its objectives
Audit: an analysis of the internal and external factors facing the organization, an answer to the
question “ Where are we now?”
A strategy always comes before the tactics. The tactics are the specific activities you do in order to
achieve your strategy.
