Product Promotion Manager. promotion manager job description, promotion manager job description, promotion manager job description template
A brand manager (brand-manager) is a specialist who manages the sale of a certain category (group) of goods, grouped in their brand classification (in foreign practice, there are brand managers for purchases, which is still very rare for Russian conditions).
Brand (from the English "brand") - factory, trademark, brand. Another translation option, reflecting another semantic meaning of this word, is "imprinted in memory, leaving an indelible impression." Thus, a brand can be understood as a trade mark, which reflects the image of the enterprise, as well as the industry focus of the goods. A well-advertised and supported by a stable positive image of the enterprise, the brand allows not only to stimulate the sale of goods, but can also be an object of trade, bringing additional benefits to the right holder on the basis of license agreements, commercial concession agreements, etc.
Often, the consumer focuses more on the brand-name, and not on the actual characteristics of the product, psychologically associating a well-known brand with quality. The task of the brand manager is precisely to convince the buyer to purchase the product. This manager is the last link that directly promotes the product (already developed and advertised brand) to the buyer. This is a kind of indicator that allows you to evaluate the quality of the creative development of the brand and the effectiveness of promotions. A positive assessment will be a stable demand for goods. Of course, not the last role in this case is assigned to the abilities of the manager himself. When promoting a product, he mainly focuses not on the technical sale itself (this is done by the sales manager), but on its information and advertising support, thereby contributing to the promotion of the brand on the market.
The brand manager should be guided not so much by the price characteristics of the product as by the quality and operational parameters, to know the features that allow, when conducting a comparative analysis with similar products of other brands, to identify its advantageous indicators. In fact, in this case, he acts as a representative of the manufacturer of the goods and therefore must know not only the economy and marketing, but also the production technology of the promoted goods. A brand manager can work both in the structure of a manufacturer that independently sells its product, and commercial enterprise, which is a distributor or dealer of the manufacturer on a mutually beneficial contractual basis.
The following requirements are imposed on brand managers: communication skills, the ability to coherently express their thoughts both orally and writing, purposefulness, the ability to convince the interlocutor.
BRAND MANAGER INSTRUCTIONS
1. A brand manager belongs to the category of leaders.
3. The brand manager must know:
3.1. Laws and normative legal documents regulating the implementation of entrepreneurial and commercial activities.
3.2. Market economy, entrepreneurship and business fundamentals.
3.4. Market conjuncture.
3.5. Assortment, classification, characteristics and purpose of goods.
3.6. Pricing methods, pricing strategy and tactics.
3.7. Fundamentals of marketing (the concept of marketing, the basics of marketing management, methods and directions of market research).
3.8. Patterns of market development and the formation of demand for goods.
3.9. The theory of management, macro- and microeconomics, business administration.
3.11. Fundamentals and principles of PR-technologies.
3.12. Psychology and principles of sales.
3.13. Brand features, production technology.
3.14. The procedure for developing business plans and commercial terms of agreements, contracts.
3.15. Trade and patent law.
3.16. Ethics of business communication.
3.17. Rules for establishing business contacts.
3.18. Fundamentals of sociology and psychology.
3.19. Foreign language.
3.20. Enterprise management structure.
3.21. Information processing methods using modern technical means communication and connection, computer.
6. During the absence of the brand manager (vacation, illness, etc.), his duties are performed by a person appointed in in due course. This person acquires the appropriate rights and is responsible for the improper performance of the duties assigned to him.
II. Job Responsibilities
Brand manager:
1. Studying the features of the promoted product, analyzes the requirements of consumers for the product based on the results marketing research.
2. Carries out market analysis, determines target consumer segments market for product offering.
3. Develops a strategy for promoting the product to the market, taking into account the proposals of marketing and advertising departments for advertising campaigns, exhibitions, presentations, and other PR actions.
4. Organizes presentations of the product to potential buyers and consumers, thematic seminars (professional consulting on consumer properties and qualities of the product).
5. Designs pricing policy on the product, determines the conditions for the sale of goods (systems of discounts and benefits for certain groups of buyers).
6. Forecasts sales volumes.
7. Draws up a budget for the product, calculates the expected profit and profitability from the moment the product is introduced to the market, determines the possibility of losses for the enterprise at the first stages of product promotion and develops proposals for minimizing them.
8. Develops sales schemes for the product (from the creation of new sales departments to the reconstruction of existing distribution channels).
9. Organizes contractual work in the division dealing with the product, keeps records of payment transactions, analyzes operational data on sales results.
10. Coordinates product merchandising.
11. Monitors the position of the product on the market (the course of sales of the product, the demand for it), determines and analyzes the attitude of consumers to the product.
12. Identifies unsatisfactory product parameters, customer requirements for the product (not taken into account in the product) and reports them to the design, technology and production departments to adjust the product, give it new consumer properties.
13. Tracks the pricing policy and demand for competitors' brands, determines the position of the product relative to similar or similar products of competitors.
14. Coordinates and controls the work of subordinate employees.
15. Prepares reports to the management of the enterprise on the work done.
17. Performs other related duties for the promotion and sale of the product.
III. Rights
The Brand Manager has the right to:
1. Independently determine the forms and methods of brand promotion and establishing business relationships with consumers.
2. Sign and endorse documents within their competence.
3. Request personally or on behalf of the immediate supervisor from the heads of departments of the enterprise and specialists information and documents necessary for the performance of his duties.
4. Get acquainted with the documents that define his rights and obligations in his position, the criteria for assessing the quality of performance of official duties.
5. Submit proposals for the management to improve the work related to the responsibilities provided for in this instruction.
6. Require the management of the enterprise to provide organizational and technical conditions and registration established documents necessary for the performance of official duties.
IV. Responsibility
The Brand Manager is responsible for:
1. For improper performance or non-performance of their official duties provided for by this job description - within the limits established by the current labor law Russian Federation.
2. For offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.
3. For causing material damage to the enterprise - within the limits established by the current labor and civil legislation of the Russian Federation.
Document type:
- Job description
Keywords:
- Economy
1 -1
Creating a new product, analyzing its market, pricing and quality control are the direct responsibilities of a product manager.
He fully controls the production process, is engaged in marketing and cooperates with those. support.
The product manager is the link between all specialists, employees of management departments, engineers and other areas of the company.
Main functional responsibilities
The main task of the product manager is team building, experts in their field, with the help of which a high-quality product will be manufactured. He is responsible for the entire production process, from the very first to the last stage. Further implementation is also on his shoulders.
He is a leader in his own way, determines the development strategy and makes important decisions. But it is important to understand that a product manager is not a full-fledged director; to a greater extent, his organization of leadership over people is based on respect and trust.
His authority does not include direct authority over subordinates, so an illiterate manager who decides to disrespectfully command the participants in the process will most likely not achieve a positive result.
The interesting properties of a product manager include the fact that he does not perform any one task, but is versatile specialist. He needs to listen to the opinions of employees and customers themselves. In the future, based on their opinions and preferences, conclusions are drawn that affect the production of the product and its quality.
Direct responsibilities and tasks that can be written in the job description of the product manager:
- creation and implementation of a new product;
- control Key Metrics efficiency;
- creation of a price category;
- sales management;
- competitive market analysis;
- development of a program to increase sales;
- creation of high-quality marketing;
- project presentation;
- communication with the client;
- creation of a development strategy.
The whole cycle of work of a product manager can be described in a few words. At the initial stage of creating a product main task is its definition, understanding what to create. Next, you need to create a team and do everything to ensure that it worked productively. Ultimately, he needs to take care of the release of the product.
In a more detailed examination of the entire creation cycle, the scheme looks like this:
- planning and detailed analysis;
- design development of packaging;
- conducting post-implementation tests;
- presentation of the finished product.
Depending on the complexity of the organization of the creation process or the norms of a particular company, the duties of a product manager can be divided between two or more performers, at the same time, in the job description of each product manager, his functional tasks should be fixed.
The first performer is responsible for business processes, his position is called the product manager, and the second technical part – technical manager by product.
When looking for a job and further interview with the employer, the product manager needs to prepare and take into account some factors. At the interview, the applicant needs to think not only about future functional responsibilities.
Next, we will try to consider the most popular questions that are raised at an interview with a future employee of a company applying for the position of a product promotion manager or a service promotion manager.
For successful communication with the employer, of course, it is important to know all the information and answer correctly questions asked. But it is also necessary to take care of minor, but very important things, such as appearance, well-written resume. Be sure to work on the presentation of information and on your own confidence. And do not forget about punctuality.
Skills required to be a successful Product Manager:
- the ability to win over people and build successful communication with them;
- ability to think strategically and organize work processes;
- the ability to create a competent team;
- have creative thinking;
- resistance to stressful situations;
- be a true leader;
- perfectly know your professional duties.
Consider 10 popular questions that may be asked at the interview:
- What is the most interesting and major project you have worked on? Explain why it is so;
- Do you enjoy working as a product manager and why did you become one?
- How do you plan to improve the product creation process in our company in the future?
- What professional tools do you use to create a development process?
- What difficulties and unpleasant situations did you have at your previous place of work?
- What would you recommend to improve in the packaging of our site to increase conversion?
- What situations during work hours can throw you off balance?
- What failures in your career do you remember the most?
- What three words would you use to describe your previous colleagues?
- Why did you choose our firm?
Work on these questions and on the rest of the qualities described, and then you will not be able to avoid success.
Monthly income depends on the size of the city, on the success of the company and on the personal and professional skills of the product manager.
In Moscow, the monthly payment is from 100,000 to 250,000 rubles.
In Kaliningrad, a product manager has a monthly income of 30,000 to 90,000 rubles.
In Krasnodar average salary up to 80,000 rubles per month.
Most high paying jobs product manager in big cities such as Moscow and St. Petersburg. The level of wages decreases with the reduction of the city. Also income depends on the experience of the applicant, recommendations from previous jobs, a well-written resume.
Work on oneself, development of professional and personal qualities will lead to inevitable success, which will directly affect the monthly income, demand and career growth.
For more information about who a product manager is and how to become one, see the video:
promotion manager- a specialist who studies the features of the promoted product, analyzes the requirements of consumers for the product based on the results of marketing research and develops a strategy for promoting the product to the market. In our job description of a promotion manager, the duties of this specialist are spelled out, including: developing a pricing policy for a product, determining the conditions for selling goods and developing a sales scheme for products.
Promotion manager job description
APPROVE
CEO
Surname I.O.________________
"________"_____________ ____ G.
1. General Provisions
1.1. The promotion manager belongs to the category of managers.
1.2. Appointment to the position of promotion manager and dismissal from it is carried out by order of the general director of the organization on the proposal of the personnel manager.
1.3. The Promotion Manager reports directly to the CEO of the organization.
1.4. During the absence of the promotion manager, his duties are performed by another specialist appointed by order of the general director of the organization, who acquires the appropriate rights and is responsible for the proper performance of the duties assigned to him.
1.5. A person with a higher professional (economic) education, additional training in management and marketing, as well as at least two years of experience in a similar position is appointed to the position of a promotion manager.
1.6. The promotion manager must know:
- Laws and normative legal documents regulating the implementation of entrepreneurial and commercial activities;
- market economy, entrepreneurship and basics of doing business;
- market conditions;
- range, classification, characteristics and purpose of goods;
- methods of pricing, strategy and tactics of pricing;
- basics of marketing (the concept of marketing, the basics of marketing management, methods and directions of market research);
- patterns of market development and the formation of demand for goods;
- theory of management, macro- and microeconomics, business administration;
- fundamentals of advertising, forms and methods of conducting advertising campaigns;
- bases and principles of PR-technologies;
- psychology and principles of sales;
- brand features, production technology;
- the procedure for developing business plans and commercial terms of agreements, contracts;
- trade and patent law;
- rules for establishing business contacts;
- Fundamentals of sociology and psychology;
- foreign language;
- structure of enterprise management;
- methods of information processing using modern technical means of communication and communication, computer.
1.7. The promotion manager is guided in his activities by:
- legislative acts of the Russian Federation;
- charter of the organization, rules of internal work schedule, others regulations organizations;
- orders and directives of the management;
- this job description.
2. Functional responsibilities of the promotion manager
The Promotion Manager has the following responsibilities:
2.1. He studies the features of the promoted product, analyzes the requirements of consumers for the product based on the results of marketing research.
2.2. Performs market analysis, identifies target consumer market segments for product offering.
2.3. Develops a strategy for promoting the product to the market, taking into account the proposals of marketing and advertising departments for advertising campaigns, exhibitions, presentations, and other PR-actions.
2.4. Organizes presentations of the product to potential buyers and consumers, thematic seminars (professional consulting on consumer properties and qualities of the product).
2.5. Develops a pricing policy for the product, determines the conditions for the sale of goods (systems of discounts and benefits for certain groups of buyers).
2.6. Forecasts sales volumes.
2.7. Draws up a budget for the product, calculates the expected profit and profitability from the moment the product is introduced to the market, determines the possibility of losses for the enterprise at the first stages of product promotion and develops proposals for minimizing them.
2.8. Develops sales schemes for the product (from the creation of new sales departments to the reconstruction of existing distribution channels).
2.9. Organizes contractual work in the division dealing with the product, keeps records of payment transactions, analyzes operational data on sales results.
2.10. Coordinates product merchandising.
2.11. It monitors the position of the product on the market (the course of sales of the product, the demand for it), determines and analyzes the attitude of consumers to the product.
2.12. Identifies unsatisfactory product parameters, customer requirements for the product (not taken into account in the product) and reports them to the design, technology and production departments to adjust the product, give it new consumer properties.
2.13. Tracks the pricing policy and demand for competitors' brands, determines the position of the product relative to similar or similar products of competitors.
2.14. Coordinates and supervises the work of subordinate employees.
2.15. Prepares reports to the management of the enterprise on the work done.
2.16. Performs other related duties for the promotion and sale of the product.
3. Rights of the promotion manager
The promotion manager has the right to:
3.1. Independently determine the forms and methods of brand promotion and establishing business relationships with consumers.
3.2. Sign and endorse documents within their competence.
3.3. Request personally or on behalf of the immediate supervisor from the heads of departments of the enterprise and specialists information and documents necessary for the performance of his duties.
3.4. Get acquainted with the documents that define his rights and obligations in his position, the criteria for assessing the quality of performance of official duties.
3.5. Submit proposals for improvement of the work related to the responsibilities provided for in this instruction for consideration by the management.
3.6. Require the management of the enterprise to ensure the organizational and technical conditions and execution of the established documents necessary for the performance of official duties.
4. Responsibility of the promotion manager
The Tourism Manager is responsible for:
4.1. Poor-quality and untimely fulfillment of the duties assigned to him by the job description within the limits determined by the current labor legislation of the Russian Federation.
4.2. Causing material damage within the limits determined by the current legislation of the Russian Federation.
4.3. Offenses committed in the course of their activities, within the limits determined by the current administrative, criminal and civil legislation of the Russian Federation.
More and more companies appear on the Ukrainian market, the staff of which works in accordance with the requirements of world standards. Often, in terms of the content of the duties performed and the title of this or that position, this or that position corresponds to the rules of professional classification adopted in the foreign parent company or in the partner company. The problem arises in how to coordinate the content of the actually performed work and the correlation of the name of the profession with the one recorded in the domestic State classifier. In particular, the activities of managers in the promotion and sale of goods and services very often find themselves at a kind of “classification crossroads”: Ukrainian job titles do not always coincide with the standard adopted in foreign practice.
The main goal of any commercial enterprise 1 is to promote products or services on the market and sell them with maximum profit. In a small enterprise, these functions can be performed by its owner or one hired manager 2 . In large companies operating with a wide range of various goods and services on the national or international markets, with large volumes of supplies, there are areas for which managers of a certain specialization are responsible.
Typically, the responsibilities of managers are delimited and relate to the following areas:
- promotion of goods and services on the market;
- marketing and direct sales of the products themselves (sales);
- organization of advertising;
- maintaining public relations.
General characteristics of managers
for the promotion and sale of goods
For the development of the marketing and sales policy of the organization and the overall management of activities in this direction, as a rule, one of the top managers (vice president of the company, deputy general director of the enterprise, etc.) is responsible. Direct management of individual functions is carried out by specific specialized managers: advertising, promotion of goods / services on the market, marketing, sales and public relations, etc.
In turn, the activities of such managers in practice often cannot be clearly delineated by boundaries. For example, certain functions of a marketing manager in some companies may be similar to a number of duties of a sales (sales) or advertising manager in other organizations. There are companies in which all the work related to marketing and sales is performed by one manager, and promotional activities handled by specialists from a separate structural unit.
The work of specialized middle managers is often closely interrelated. For example, public relations managers may evaluate advertising and other promotional activities for the company's products organized by their advertising or marketing colleagues for their relevance to public relations programs. PR managers often work closely with specialized managers in other areas as well. For example, together with HR managers, they may be involved in the preparation of various means internal communication at the enterprise (stands, brochures, leaflets, electronic magazines), providing feedback between the management and employees of the company. Together with economic and financial managers, they can participate in the preparation and publication of reports and reports on the results of the enterprise, using various means of communication both within the enterprise and outside it.
The distribution of responsibilities between specialized managers, as well as the number of such managers and the degree of their specialization in one company depends on many factors: first of all, on the size of the organization, the specifics of sales markets, the range of goods sold or services provided, etc. National features of the countries in which the company operates. The peculiarities of the professional classification of the countries where the parent company is located or where its owner comes from, or the main representatives of the management, if it is a company with foreign capital, can also leave their mark.
Previously, in the conditions of a planned economy in Ukraine, as well as throughout the Soviet Union, many enterprises had sales departments that performed most of the functions related to the sale of products. With the development of market relations in our country, the role of the sales department has increased significantly, and now organizations have several departments (services, departments) whose activities are related to sales, marketing, advertising, etc. Sometimes services that promote and sell goods / services are allocated to separate intermediary sales companies closely associated with the manufacturing enterprise (the so-called trading houses).
Marketing Managers
and their marketing in the professional classification system of Ukraine
Main normative document regulating the sphere of professional classification in Ukraine is the National Classifier of Ukraine DK 003:2005 "Classifier of Occupations" ( Further- KP). In accordance with section 3 of the CP “Basic Provisions”, “in enterprises, institutions and organizations, records of work are made in the prescribed manner in work books workers in accordance with the professional titles of the jobs specified in appendices A and B. Also in paragraph 2.14, approved by the joint order of the Ministry of Labor, the Ministry of Justice and the Ministry of Social Protection of Ukraine dated July 29, 1993 No. 58, it is recorded that “records about the name of the job, profession or position for which the employee was hired are made for workers and employees in accordance with the name professions and positions specified in the CP.
Below in table 1 examples of the main professional job titles of managers (managers) indicated in the CP, which are to some extent related to the promotion of goods on the market and their sale, are given.
Tab. 1. Major professional titles
works of managers in the CP of Ukraine
|
KP code |
Professional title of work/In original language |
| Commercial Director / Commercial Director | |
| Head of Sales Department (Marketing) / Head of Sales Department (Marketing) | |
| Boss commercial department/ Head of commercial department | |
| Lead Artist (Advertising) / Lead Artist (Advertising) | |
| Head of department (advertising, public relations) / Head of department (from advertising, communication with the public) |
|
| Director of a small firm (insurance, audit, advertising, etc.) / Director of a small firm (insurance, audit, advertising etc.) | |
| Managing agency (insurance, trade, real estate, advertising, etc.) | |
| Manager (manager) in the trade of vehicles / Manager (manager) in the trade of vehicles | |
| manager (manager) wholesale trade/ Manager (manager) in wholesale trade | |
| Sales manager (manager) / Manager (manager) zі zbutu | |
| Public Relations Manager / Manager (Manager) from links with the community |
|
| Manager (manager) externally economic activity/ Manager (manager) of the current economic activity | |
| Advertising manager (manager) / Advertising manager (manager) |
Each enterprise in Ukraine independently decides the issues of organizing its activities. Article 64 of the Economic Code of Ukraine notes:
The enterprise may consist of production structural divisions(productions, workshops, departments, teams, bureaus, laboratories, etc.), as well as functional structural units of the management apparatus (departments, departments, bureaus, services, etc.).
The functions, rights and obligations of the structural subdivisions of the enterprise are determined by the provisions on them, which are approved in the manner determined by the charter of the enterprise or other constituent document.
The company determines its own organizational structure, sets the number of employees and staffing.
The company decides for itself whether it needs to create a single division for the relevant purposes (for example, a sales department) or whether it is advisable to disperse individual functions to specialized divisions (for example, in the advertising sector, public relations services, promotion of products on foreign markets, etc.). ) that can be led (headed) by the respective managers (bosses). However, when choosing the title of the positions of heads of structural divisions, it is necessary to take into account the requirements of the CoP.
Sometimes it may not contain suitable professional job titles that fully correspond to the specifics of a particular structural unit. In this case, you can use Note 2 of Appendix D to the KP, which says that for internal use, KP users can expand the corresponding professional job titles with terms and words that specify the place of work, functions performed, and scope of activity.
So, for example, if an enterprise has created a single service for public relations and the media, it can be written in the Regulations on it that it is headed by a manager for public relations and the media. That is, you can use the basic professional job title from the KP "Manager (manager) for public relations" with the KP code 1475.4 and supplement it with the words "and the media" (the term "manager" in the base title is mentioned as an alternative title that can be use instead of the English term "manager"). The job description of such a manager, accordingly, can be supplemented with duties that more specifically and fully reflect the specifics of his work with the media.
Key Responsibilities of Managers
Most domestic qualification characteristics occupations of these managers, which are the basis for the development of job descriptions, is published in the Directory of Qualification Characteristics of Occupations of Workers (Issue 1) "Professions of Workers Common to All Economic Activities", as well as in some other issues. For general idea about the functions of this category of managers, we present their main duties and tasks, compiled on the basis of the relevant qualification characteristics. For greater clarity and comparison, professional duties are presented in the form of two tables ( tab. 2 and 3) containing the characteristics of the positions closest to each other.
Tab. 2. Main responsibilities of advertising managers and PR
|
Public Relations Manager (manager) PR) |
|
|
|
Tab. 3. Main tasks and responsibilities
manager and head of sales (marketing) department
|
Sales manager (manager) |
Head of Sales (Marketing) Department |
|
|
Product promotion and sales managers
in the International Standard Classification of Occupations 1988 (ISCO-88)
In ISCO-88, all specialized managers of structural divisions are classified in two neighboring initial groups - 1233 "Heads (managers) of sales and marketing services" ( Sales and Marketing Department Managers) and 1234 Advertising and Public Relations Executives ( Advertising and Public Relations Department Managers). These initial groups are included in the small group 123 "Heads of other services" ( Other Department Managers). This classification of professions once again confirms the great degree of similarity of these professional categories in terms of the intended functional duties, or, to use the conceptual concepts of ISCO-88, according to their “qualification level” and “qualification specialization”.
For greater clarity, we give examples of the description of these professional categories in ISCO-88:
1233 Heads (managers) of sales (sales) and marketing services. Plan, direct and coordinate the sales activities of an enterprise or organization under the general direction of directors and chief executives and in consultation with heads of other departments.
Job responsibilities:
- planning, direction and coordination of sales activities of a company or organization;
- planning and organizing special sales events and marketing programs based on sales data and market assessment;
- determination of the price catalog, discount system and delivery terms, funds for product promotion, sales methods, additional social events and campaigns;
- planning and managing current work;
- representation of their service at the level of other departments of the organization and outside it;
- head of marketing department department manager, marketing);
- head of sales department (sales) department manager, sales).
1234 Heads of advertising and public relations departments. Plan, direct and coordinate the advertising, public relations and information activities of an enterprise or organization under the general direction of directors and chief executives and in consultation with heads of other structural units.
Job responsibilities:
- planning, directing and coordinating the activities of an enterprise or organization for advertising and public relations;
- negotiating advertising contracts with representatives of newspapers, radio, television, sports and cultural organizations, advertising agencies and companies;
- planning and implementation information programs in order to inform legislators, the media and the general public about the plans, achievements and principles of their enterprise or organization;
- planning and managing various funds for educational, humanitarian and other non-profit organizations;
- controlling costs and ensuring efficient use of resources;
- development and management of production and administrative activities;
- planning and directing current work;
- management of the selection, training and placement of personnel;
- representation of its service at the level of other departments of the organization or outside it;
- performance of related duties;
- management of other employees.
Examples of professions included in this unit group:
- head of advertising division department manager, advertising);
- head of public relations department department manager, public relations).
Other types of promotion managers
and marketing of goods and services found in world practice
In addition to the above main names of professions (positions) in the field of promoting goods and services on the market, in the practice of many companies (especially in large and transnational corporations) there may be other specializations of managers of this category.
For example, advertising managers in small and medium-sized enterprises have one to three advertising specialists in their subordination, act as a link between the enterprise and the advertising agency. In large corporations and specialized advertising companies advertising managers or other relevant areas of activity can manage the work of several structural units specializing, for example, in monitoring and accounting, planning and budgeting advertising costs, interaction with the media, work of a creative ("creative") nature ( in-house accounting, media services and creative departments). These divisions are led by "media" and "creative" managers ( media and creative managers).
There is such a specialization as promotion managers ( promotion managers). These managers design and implement promotional programs for goods and services that combine the use of advertising media and encourage consumer purchases. To establish close contact with customers (dealers, distributors or direct consumers), various methods are used: direct mail(sending letters directly to potential buyers), "telemarketing", loyalty programs, online sales, catalogues, "special events" ( special events) or promotions.
Product development managers product development managers) specialize in the development of certain products, plan the receipt and promotion of them in various markets. To do this, the necessary marketing research is carried out, forecasts and plans are made. Their activities cover the entire "product life cycle" - from its conceptual development to successful commercial implementation on the market.
Brand Managers and/or Product Managers ( brand or product managers), that is, managers of certain brands (well-known trademarks) or goods / services, develop, plan and implement marketing events to promote them in the market. At the same time, each product of the company goes its own way to the market, often competing with analogues of its own company. Such managers act as coordinators of the work of specialists in the field of production, advertising, marketing research, sales, distribution and finance.
sales managers ( sales managers) develop and direct programs for sales (sales) of products - mainly consumer goods. They define territories for sales, establish performance indicators for their departments, organize training programs for sales representatives, and advise them. AT large companies the national sales manager manages such a division. Regional and local sales managers report to him ( regional and local sales managers). They work with dealers and distributors, analyze sales statistics collected by subordinates, determine sales potential, needs for trade inventory, and monitor consumer preferences.
Foreign experience in the classification of specialized managers
in the field of promotion and marketing of goods and services
The main national systems of professional classification of foreign countries use different approaches in the classification of managers in the field of promoting goods / services on the market and their sale, as well as in determining the typical job responsibilities of these employees. In some countries, the division of such managers into narrower specializations is reflected in detail in national classification systems. In others, a generalized approach is used, when national systems reflect only the most typical professions in the field of advertising, marketing and sales of goods and services, and also contain their names and descriptions in a generalized form. Let's look at this with specific examples.
IN THE USA in the SOC Standard Occupational Classification, the managers in question fall into the following detailed occupational groups ( detailed occupations) with the corresponding codes:
- 11-2011 Marketing and Marketing Managers (Advertising and Promotion Managers). Examples of positions classified in this group: Director of Operations advertising campaign (Campaign Director), director of distribution of advertising materials ( Circulation Directormedia director);
- 11-2021 Marketing Managers (Marketing Managers). Examples of positions classified in this group: fashion or design coordinator ( fashion coordinator), marketing director ( Marketing Director);
- 11-2022 Sales managers (sales) (Sales Managers). Examples of positions classified in this group: Director of Sales ( Director of Salesexport manager), regional sales manager ( Regional Sales Manager);
- 11-2031 public relations managers (Public Relations Managers). Examples of positions classified in this group: director of fundraising, usually for charitable or other non-profit purposes ( Fundraising Director), Director of Public Information ( Public Information Director), director for ensuring publicity (openness) of activities ( Publicity Director).
In Great Britain in the SOC Standard Occupational Classification for managers of interest to us, two initial groups are provided:
- 1132 Marketing and Sales Managers (Marketing and Sales Managers), which includes the following job titles: business development manager ( Business Development Manager), commercial manager ( commercial manager), export manager ( export manager), Marketing Manager ( marketing manager), specific product manager ( product manager), director of sales and marketing ( Sales and Marketing Director), Sales Manager ( sales manager);
- 1134 Advertising and Public Relations Managers (Advertising and Public Relations Managers), which includes the following job titles: Advertising Manager ( Advertising manager), director of media relations ( media director), public relations manager Public Relations Manager), publicity manager ( publicity manager).
Australian ASCO's standard occupational classification includes, under code 1231-11, the basic occupation: sales and marketing manager (Sales and Marketing Manager), which provides specializations such as advertising manager ( Advertising manager) and Market Research Manager ( Market Research Manager).
Sometimes there may be certain difficulties in establishing differences in functional responsibilities between managers of a narrower specialization. This can be helped by the practice of large transnational corporations, which is reflected in their announcements of available vacancies, materials of professional associations (for example, marketing), as well as special literature.
Below are examples of some typical job responsibilities and tasks for brand and promotion managers, as well as sales managers, obtained as a result of studying and analyzing such materials. These examples can be used as additional materials when deciding on the distribution of job responsibilities between managers of relevant areas, the development of regulations on specialized structural units in the field of marketing and sales, as well as job descriptions for the relevant categories of employees. For greater clarity and the possibility of comparing them, functional responsibilities and the tasks of these managers are presented in table 4.
Tab. 4. The main tasks and responsibilities of brand managers,
product managers and sales managers
|
Brand managers (brand managers) or product managers ( Brand or Product Managers) |
Marketing Managers, or Promotion Managers ( Promotion Managers) |
sales managers ( Sales Managers) |
|
|
|
__________
1 Hereinafter, the term "enterprise" means any industrial or commercial organizational unit - an enterprise, organization, company, firm, etc.
2 Hereinafter, the term "manager" is used in broad sense for a general designation of all managers and managers of various levels (directors of enterprises, heads of structural divisions, their deputies, etc.), as is customary in international practice and in most national classifications of English-speaking countries. In the professional classification system of Ukraine, this English term is used in a narrow sense - only to refer to that specific category of managers, which are classified in subsection 14 "Managers (managers) of enterprises, institutions, organizations and their divisions" of the Occupational Classification DK 003:2005.
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