What Does the Marketing Department Do?

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The marketing department lies on the strategic side of business, and they use market research to address the needs and requirements of customers and potential customers. Learn about different ways in which a marketing department communicates with help from a marketing, public relations and sales management teacher in this free video on marketing jobs.

Part of the Video Series: Marketing Jobs
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Video Transcript

My name is Mark Clifton. What is marketing departments' role. The marketing department is very much the strategic side of the business environment. It has a very clear understanding through Internet marketing. Which is market research. The needs and requirements of its customers, or potential customers. And therefore it's in a position to serve those needs and requirements, through communication tools. And what it basically does is implement the market and the marketing strategy for the company. So, either the companies going to communicate with direct or indirect marketing tools such as, ATL, which is above the line communication, which is broadcast, meaning television, newspaper, outdoor posters, radio, mobile phone, Internet. Whether it's going to communicate, directly below the line, BTL. With BTL tools, such as direct marketing, personal selling, sales promotion. Any of these are tools can be used directly. Where the company communicates directly and has direct measurable feedback with it's potential customer base. So, the marketing department is sort of the strategic brain behind the organizations communication policy. And it's there to communicate effectively with it's potential customer base.


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