On completion of the course, participants will understand the responsibilities of a marketing director:
- Strategy setting: responsible for setting the marketing and brand strategy of the company, in both the short and long term
- Strategy implementation: leading implementation, including campaigns, events, digital marketing, and PR; manage social media presence and direct programmes to improve social media reputation and recognition
- Recruitment: to deliver these strategies, it is vital to successfully recruit a team to achieve the goals
- Communication: the marketing director has responsibility for ensuring marketing goals are communicated effectively across the team
- New product launches: this will be a key part of the marketing director’s performance and measurement of success
- Working with others: working closely with the product management team to define marketing materials and programmes, and with the sales team, so they can meet their objectives with appropriate tools, materials and presentations
- Market analysis: undertaking continuous analysis of the competitive environment and consumer trends
- Networking: representing their organisation effectively in the community at networking events and conferences
- Leadership: the marketing team will perform against the leadership standards set by the director
- Creativity: an element of creativity is vital in coming up with new marketing strategies
- Performance management: with success derived from the team’s performance, it may mean the marketing director has to take responsibility for any under-performance