Question

Topic: Strategy

Marketing Department Setup

Posted by Anonymous on 5/21/2008 at 8:28 PM ET 25 Points
I was asked by a real state depeloper to setup a Marketing Department for them and the plan for this department for the next 3 years

they are developing around 9,000,000 square meters of land

i need to know how many people i should have in and how would they rank

should i but the public relations in the same department, if so how would they rank also

they wanted to appoint a sales and marketing director . . . would that pass or sould i keep it depatment by department

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RESPONSES

  • Posted by L. Duggan on 5/21/2008 at 10:16 PM Accepted
    Why not just outsource the entire marketing function and allow them to focus on their core competencies?
  • Posted on 5/21/2008 at 10:30 PM Author
    thank you for your answer

    the idea to outsource everything is out, the operation is very big and needs a marketing department.

    outsourcing parts of the operation is there.
  • Posted on 5/22/2008 at 9:29 AM Accepted
    I would suggest separating the marketing a sales director positions. Not knowing much about the operation or the market you are in, I think a Marketing Director, a Creative Director, and a Marketing Associate should be able to handle what you are trying to do. The Marketing Associate role is more of an assistant to the marketing director and someone who would need good analytical skills to be able to track the marketing activities. It goes without saying but the creative director should have some artistic abilities and probably photography skills also.

    Hope this help,
    Zack Pike
  • Posted on 5/22/2008 at 11:08 AM Accepted
    I would have an Advertising and Marketing Director. All promotional functions, including PR come under his/her department.

    The sales manager works closely with this person/department, but is separate.
  • Posted on 5/23/2008 at 2:19 AM Accepted
    Hi there,

    I would consider 4 main blocks:
    1- Strategy & Planning (incl. segmentation,positioning, brand,etc)
    2- Offering
    3- Communication (incl. PR/Advertising/Events....)
    4- Customer relationship (maybe including sales or sales support).

    I would combine those functions in departments depending on the expected workload and budget. typically 1 would need less resources than 2 and less than 3 and less than 4.

    So maybe a good start point would be 1&2 and 3&4. Note that people profiles might be different, as usually more analytical people is needed for 1&2 and more hands-on for 3&4...

    I cannot give a recommendation as per having sales included or not. It is very dependent on industry and company policies. In any case, they really should work very closely with the people in 4

    Hope this helps
    San.
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