Marketing Department

Mobi-tech Ltd

Declan Harte X00116811

Contents

Page 1 of 8

Introduction

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Marketing Department

Mobi-tech Ltd.

Marketing Director: Declan Harte

The Marketing Department has three main responsibilities:

Create a marketing plan

Assist in implementing the plan
Monitor its implementation and help make adjustments if needed

The Marketing Director at Mobil-tech Ltd. oversees the planning, management and
supervision of all marketing processes. The Director is assisted by a P.A. whom carries out
administrative duties.

Key duties:

Instil a marketing led ethos throughout the company

Research and report on external opportunities
Understand current and potential customers
Customer relationship management
Develop the marketing strategy and plan
Manage agencies
Measure success
Manage budgets
Ensure timely delivery
Approve images and content
Develop guidelines
Make customer focused decisions

The Director of the Marketing Department reports directly to the CEO of the company. The
Marketing Department works closely with the Sales Department while also liaising with the
Finance and Procurement Department to some degree. The Market Research and Technical
Office store a lot of customer information for market research and customer account
purposes.

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Marketing Department Structure

Management
Team

Market
Research Team

Marketing
Tech Office

Brand
Management
Team

Advertising/
Promotions
Team

Marketing Department Staff

The Marketing Department is made up of a Management Team which includes one Director
with one Personal Assistant whom helps with administrative tasks, two Assistant Managers.
One overseas the Market Research and Technical Office Teams and the other the Brand
Management and Advertising Teams. There are two Market Researchers, three Technical
Office staff, Two Brand Management Assistants with one Creative Designer, two Advertising
Assistants with one Corporate Events Assistant. In total the department has fifteen employees
working in five teams within the Marketing Department.

Management
Market Research
Technical Office
Brand Management
Advertising and Promotions

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Assistant Manager
The Assistant Manager is responsible for supervising the marketing teams and the day to day
management of the department. They liaise with and report to the Director. They also coordinate research/input, presentation of results and getting buy-in from key stakeholders and
senior management across the business to support positive change. Agree and implement
marketing support activities for the regional sales team. Select and manage external
agencies/providers to maximize spend, productivity and quality - for print, creative work,
design, translation etc. Organise the companys Sales Conference and Corporate
Events. Create presentations for meetings and conferences. Manage relationships with
agencies and ensure projects come in within budget.

Market Research Team

The research team is comprised of two Research Assistants whom contribute to the design,
development and implementation of the companys research strategy. This would include
creating updates for the Marketing Director on emerging economic trends and data and
statistical reports on key demographics. The team would also use a research database for
quantitative research. The team also use SPSS which is a statistical analysis package.

Technical Office

The Marketing Technical Office is comprised of three professionals, a website designer,

database administrator and an administrative clerk. Their duties include, develop and
maintain key databases for quantitative research, design and develop the website used by the
company, technical assistance with databases and online resources, setting up and
implementing reporting tools and systems and solving any IT related issues that may arise.
The Administrative Clerk works closely with the Directors Personal Assistant and takes care
of the administration needs of the Marketing Department.

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Brand Management

The Brand Management Team work closely with the Management team on the development
of brand strategy and an innovation. They are responsible for driving the sales, share, brand
equity, and profitability of companys brand. The team contributes to strategy development,
brand vision and strategic direction and brand activation. The team is also active in the
development and implementation of innovation strategy, driven by the brand portfolio
strategy and each brands positioning. They manage the packaging development and ensure
that the brands are achieving the best opportunity for sale in store.

Advertising and Promotions

The Advertising and Promotions Teams develop and lead the online marketing,
advertising and PR activity, deliver online brand strategy, ensure an in depth
understanding of the consumer and shopping habits. They also manage the budget while
ensuring maximum value in accordance with the marketing plan. They develop and
manipulate consumer insight data and use it to maximize opportunity. They also manage
the utilization of social media and develop the companys presence across social media.

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Information Technology

The Marketing Department uses Sage CRM Cloud software to gain insight to our customers,
share information and promote collaboration and make informed strategic decisions. Sage
CRM Cloud is a hosted web enabled CRM package that needs no internal IT infrastructure
and can be used out of office which is highly beneficial to the company.
The Marketing Department also uses iPR software for monitoring and integrating with Social
Media. The software also allows us to measure success with integrated analytics, customise
and brand our web portal, brand mobile apps for events and campaigns and conduct surveys
and polls. IPR allows gives us customised solutions that achieve our goals and increase brand
awareness.
The iPR software we use is a MIS (Management Information System) system which helps to
ensure the smooth running of the business in the short to medium term. The system produces
pre designed reports. The structured information provided by this system allows us to
evaluate our performance by comparing current and previous outputs.
Sage CRM Cloud is a DSS (Decisions Support System) which is a knowledge based system
which facilitates the creation of knowledge and integrates it into the company. It is used to
analyse existing information and allows managers to project the potential effects their
decisions could have in the future. This software is also used to support the exchange of
information within the company.
Our IT infrastructure is made up of the latest hardware, system and application software,
database, internet and an internal VPN.

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BATCH OR ONLINE??

MIS
Inputs

Processes

Outputs

Structured data

Sorting

Action reports

Internal files

Summarising

Summary reports

Inputs

Processes

Outputs

Internal files

Analysis

Forecasts

External
information

Simulation

Graphs and
projections

Control

Storage

Control

Storage

DSS

The system is capable of producing summary, action, detailed and pre designed reports for
the department.

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