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Human Resource Management: Marketing Manager

Executive Summary

The products and services being offered by a company will remain in stock if there are no effective marketing operations under way. Hence, marketing is very important in making these products available to consumers. There may be a number of marketing professionals in the company or it may be outsourced to a third party vendor. Yet, a marketing manager is needed to make sure that marketing is integrated into the overall framework of the company’s operations and that the marketing professionals inside or outside the company are delivering results.

Choosing the marketing manager of the company therefore is crucial to organizational performance and to ensure healthy performance of the bottom line. By identifying the requirements of the job and the deliverables, there will be clear expectations from those who want to apply. Educational attainment is important but a colorful and effective marketing track record is more desirable because in the end, what the company needs is results and a greater share of the market.

After hiring the right person for the job, then the orientation and training will follow. These processes will take into account the present state of the new employee and what additional skills and abilities he needs to

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acquire such as proficiency in using information management systems and software, organizational structure and processes, as well as handling the key people within the Marketing department.

Marketing Manager Job Analysis

            The products and services offered by any company in the market should be excellent in order to compete with other similar offers from other companies. Yet, product and service excellence is but one aspect of the process. Promoting the products and services through marketing is another aspect. The marketing efforts of the company, although done by a lot of people within and outside of the company, should be directed overall by the marketing manager. Hiring a marketing manager therefore is an important task, which should be approached with care. In addition to this, the requirements for the job and the expectations should be clear so as to ensure good performance on the job.

            Expectations and Deliverables from the Marketing Manager. The marketing manager handles the overall marketing activities of the company, including the positioning of the products and services, the conduct of market research related to the customers of the company, analysis of market trends and issues by use of effective market research, and the development of marketing plan. The marketing manager also supervises the team leaders and subordinates directly below the position and ensures that they perform their respective jobs and deliver the expected results.

            The marketing manager should have the appropriate degree taken from a reputable college or university. Post-graduate degree is desirable but not required. The successful candidate should have a track record that demonstrates knowledge and considerable experience in all areas of marketing work. The marketing manager should have worked in the field of marketing for a period of at least five years. But the number of years is secondary only to demonstrated excellence and performance in the job. The marketing manager should also be savvy with the developments in media and the most effective means of reaching the prospective customers (Brownlie & Saren, 1997).

Tips for the Selection Process

            Hiring the right candidate is a long process and has to be clearly outlined and implemented so as to attract the best possible candidates. Even if the company will opt for a recruitment agency to handle the selection process, the process is still worth looking at because of the importance of the position to the operations of the company.

The position should be advertised in various media to get the maximum exposure among the target population. It should be advertised in newspapers, Internet jobs databases and search engines, recruitment agencies and in the website of the organization. This position should first be promoted among the possible candidates within the organization.

Hiring the marketing manager from the ranks of the existing employees has its benefits. The candidate will have a solid grasp of the operations of the company and how things work. The negative aspect is that there might be a tendency to rely on tried and tested formula used by the company in its marketing efforts. In all these communications, the process of application should be specified.

            The first round of elimination will be done by looking at the Curriculum Vitae of applicants. The most work habits, work history and previous accomplishments matter much more than the educational degree stated by the applicants. This way, the performers will be separated from those who only have good titles. The process will be handled by the Human Resource Department of the company in consultation with the relevant managers and stakeholders in the company.

            During the interview, one of the managers or team leaders with marketing knowledge should be present in order to validate some of the claims and the experiences cited by the applicants. This serves as a countercheck and at the same time an important part of the process. Actual scenarios in the marketing operations of the company should be used as cases for comment and reaction of the candidates. This can help ensure that the candidate will fit the mold and will be able to deliver results.

            The applicable laws and regulations should never be forgotten by the hiring team. Human Resource personnel are well aware of these issues but these laws and regulations should serve as guidelines for compliance. But if the recruitment process is proven to be fair and reasonable, then the HR Department will not have to worry about the law. In this regard, those who will be conducting the selection process should be mindful of their biases and prejudices and these should be set aside in the recruitment process. The choice for the marketing manager should come solely from a consideration of the merits, proven skills and abilities of the candidate with a bigger emphasis on his performance in related posts in the past.

Orientation and On-boarding

            After the marketing manager has been chosen from the pool of qualified candidates, the orientation and on-boarding process should follow. The following areas of the operations of the company will have to be presented to the new employee for briefing and orientation.

            Company Information Vision, Mission and Long-term Plan. This will help the new employee get a grasp of what the company is all about, what are its vision, mission and goals and how it operates. This would also include the organizational structure of the organization with emphasis on the lines of authority that the new employee will have to follow.

            Orientation on Marketing Operations of the Company. The new marketing manager is expected to demonstrate good knowledge of marketing and promotions. By orienting the new employee about company products and services and how they are positioned in the market at the time, then he would get a good grasp of the situation and will be able to make plans accordingly.

            Company Procedures and Organizational Culture. Another important orientation would be on procedures for various company processes and how the organizational culture works. A tour around the office would also be great as it would give the new marketing manager a chance to meet the rest of the employees and become at ease with them, making operations more harmonious and working relationships better (Khan & Mentzer, 1998).

Training Proposal

            The training for the new marketing manager will include an in depth look at the products and services of the company and how these are positioned in the market. Documents related to the marketing manager position will be made available for the new manager for study and training. The training will take approximately two weeks to enable him or her to adjust to the company and put to work his expertise to improve things.

            The training will also include the information management systems and other software and programs being used in the organization. Managers also have to be savvy in using technology because they will use it a lot in communications and handling the marketing operations of the company. Another important part of training would be how to handle subordinates and coach them for performance and success. This is especially important if the new manager came from the ranks of existing employees of the company. Since the marketing manager also handles people, then helping them make effective career choices and perform effectively are very important.

            Lastly, the new manager will also have to learn more deeply about the importance of innovation while ensuring quality within the organization. If the organization is using an innovation and quality framework such as Six Sigma, the new manager will also have to undergo such training.

Reference

Brownlie, D. & Saren, M. (1997). Beyond the one-dimensional marketing manager: The discourse of theory, practice and relevance. International Journal of Research in Marketing, 14 (2), 147-161.

Khan, KB & Mentzer, JT. (1998). Marketing’s Integration with Other Departments. Journal of Business Research, 42 (1), 53-62.

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