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Organizational Structure

Organizational structures are designed to achieve marketing objectives and revenue goals. In large organizations, marketing departments have multi-layered structures with managers, directors, and executives developing strategies, goals, and revenue targets for corporate brands. The chief marketing officer directs overall marketing strategy and reports to the CEO, while other departments focus on tasks like developing marketing strategies, overseeing communications, meeting sales goals, creating advertisements, and working with external advertising agencies.

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42 views2 pages

Organizational Structure

Organizational structures are designed to achieve marketing objectives and revenue goals. In large organizations, marketing departments have multi-layered structures with managers, directors, and executives developing strategies, goals, and revenue targets for corporate brands. The chief marketing officer directs overall marketing strategy and reports to the CEO, while other departments focus on tasks like developing marketing strategies, overseeing communications, meeting sales goals, creating advertisements, and working with external advertising agencies.

Uploaded by

erique_14
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Organizational Structure & Marketing

By Cheryl Munson, eHow Contributor


updated: July 19, 2010

Organizations are structured to achieve marketing objectives and revenue goals.


In a small business, the marketing department can be one person who wears multiple “hats.”
However, in larger organizations the structure can be multi-layered with managers, directors, vice
presidents and senior executives. Hundreds of people can be on staff to develop strategies,
goals and revenue targets for corporate brands and services.

Chief Marketing Officer


1. In major corporations the highest-ranking executive in marketing is called the chief
marketing officer. She directs the overall marketing strategy and reports to the chief executive
officer of the organization.
Marketing Department
2. The marketing department develops strategies to drive sales for products and services
and is headed by the director of marketing. Responsibilities also include setting advertising
budgets, product pricing, sales, and distribution, volume and revenue targets.
Marketing Communications Department
3. This department oversees public relations, public affairs and media relations. Activities
such as a product recall, reporting stock market earnings or responding to a publicized crisis like
the Gulf of Mexico oil spill fall under the jurisdiction of the Marketing Communications
Department.
Sales Department
4. The sales department typically works with targeted external customers and clients. Staff
members are assigned to meet sales goals and objectives as set by the CMO.
Advertising Department
5. Advertising staff members develop creative works to publish in various media formats to
market products and services. Members include writers and art directors. The department can be
headed by a creative director or advertising director who reports to the CMO.
External Advertising Agency
6. Major corporations hire external advertising agencies to develop the high-profile works
seen in television commercials, magazines and online. Agency account executives and creative
staff report to brand managers. The ad agency CEO reports on a peer-to-peer level with the
company CMO and CEO.
Read more: Organizational Structure & Marketing |
eHow.com http://www.ehow.com/facts_6749084_organizational-structure-marketing.html#ixzz1GCEOVoZw

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