What should be the responsibilities of Strategic Marketing Planning Department?
05.22.10
I am forming a new department in Marketing division. This is a telecom operator. I want to know what should be the responsibilities of Strategic Marketing Planning Department.
well, basically your task as a strategic planner for Marketing is to go thoroughly with study of the product of the company their selling. I’m referring to a certain product..
You should think about the following:
1) Intergrated Marketing Communication strategy – How do you choose your vendors? Who are the reputed ‘good’ vendor below/above the belt marketing. How do you measure their performance? How do you split responsibilities between the vendors and your own marketing team?
2) ROMI or Return On Marketing Investment Tracking. How do you measure your marketing effort? What is the target/expected/project goals? What measurement will trigger what kind of actions? How should a marketing review be carried out based on what set of marketing metrics?
3) Database Marketing Strategy – What is your market segmentation strategy? What is the existing ‘quality’ of your database in terms of infrastructure quality and in terms of validity? Where are the gaps and how do you fill the gaps?
4) Business Planning – How does your marketing strategies tie in with over corporate business objective? What kind of campaigns should you plan for each quarter? How much marketing budget to be allocated for which product/business group?
5 ) goes on and on and on…..