Top 11 Responsibilities of the Marketing Department (2022) (2023)

Table of contents

  • 11 responsibilities of Marketing departments
    • 1. Responding to Customers’ Needs
    • 2. Conduct and Manage Marketing Campaigns
    • 3. Overseeing outside Vendors and Agencies
    • 4. Monitoring and Managing Social Media
    • 5. Keeping an Eye on Trends and Monitoring Competition
    • 6. Communicating work and brand values with Marketing Team
    • 7. Developing a Growth Strategy
    • 8. Creating Content and Providing SEO for your Website
    • 9. Defining and Managing your Brand
    • 10. Conducting Customer and Market Research
    • 11. Producing Marketing and Promotional Materials
    • Responsibilities of Marketing Department:
      • Conclusion

The marketing department is one of the most important parts of a company. The reason for this is simple: a brand needs a story, and it’s up to the marketing team to create that story.

Marketing professionals have many responsibilities that include building the company’s image, developing strategies to promote products or services, and providing information about those products or services to all interested parties.

In this blog, we will be talking about the key roles and responsibilities of the marketing department. Well then, let’s get started.

11 responsibilities of Marketing departments

1. Responding to Customers’ Needs

Marketing is about more than just creating a strategy and carrying it out. Marketing, at its core, is about responding to customer needs and wants.

In order to really be on top of your game, you need to pay attention to what’s going on in the marketplace and identify problems that your customers might have.

Responding to customers’ needs is the most important role of the marketing department.

It can be done in different ways, but I will touch on two of them:

  1. Providing information about new products and services.
  2. Asking for feedback through surveys or interviews after launching a product or service helps understand how customers feel about it.

It is also important to share with clients what has been achieved during the year and what is planned for the following year. It is vital that marketing departments keep communicating with their clients if they want to increase sales and profit.

2. Conduct and Manage Marketing Campaigns

Top 11 Responsibilities of the Marketing Department (2022) (1)

In order to be a well-rounded marketer, you must know how to manage campaigns properly.

Campaigns are a series of marketing initiatives that take place over some time and have a specific goal in mind.

Marketing campaigns can be for many reasons, from promoting a new product or service to raising employee morale. In either case, the success or failure of the campaign is based on how well it is managed as it runs its course through different phases.

The marketing team is responsible for managing the various marketing campaigns and initiatives of a company. Marketing managers are expected to be familiar with all aspects of the marketing process, from idea development through consumer research to product launch.

Marketing campaigns vary widely in scope, scale, and complexity; therefore, it is important that managers understand how to develop and manage these initiatives.

Managers must also take into account individual campaign objectives when determining their strategies and tactics.

Marketers who master the art of campaign management are those who pay attention to detail and make sure everything falls into place by all marketing team members.

3. Overseeing outside Vendors and Agencies

The Marketing Department is responsible for overseeing the work of outside vendors and agencies. These are companies that help with elements of marketing that are not part of your core operations.

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The department oversees all activities and campaigns that promote a company’s products and services

It is essential for marketing department managers to oversee vendors’ work so they do not deviate from the agreed-upon plan or fall short of customer expectations.

Managers should also ensure that the vendor has proper insurance, as well as an established quality control program.

For example, you might have an agency create your website because you don’t have the in-house talent to do it yourself.

Or maybe you use a direct mail company to print postcards. Outsourcing your marketing efforts gives you access to specialists who can offer more expertise than internal teams, who are already stretched thin with their own projects.

4. Monitoring and Managing Social Media

Top 11 Responsibilities of the Marketing Department (2022) (2)

Marketers often become so focused on designing content that they forget to monitor it. Since social media is constantly changing and evolving, you must keep a close eye on the content you’ve posted.

The responsibility of monitoring your social media responsibilities doesn’t fall solely on your shoulders as a marketer. Your larger team should work together to make sure your brand is represented in the right way at all times.

Social media can be used by marketing departments to get feedback, comments, ideas, and suggestions from customers. It also gives them an opportunity to see what people like or dislike about their brand or product.

Social media is a great way for companies to find out how they can improve their products and services. If something inappropriate or controversial gets posted, someone needs to address it quickly and take responsibility for the error.

There are a lot of tools out there that help you in monitoring and managing your social media, such as Hootsuite, Mention, and Sprout Social. Using one of these tools could really make marketing responsibilities easier, so it’s always better to use one.

5. Keeping an Eye on Trends and Monitoring Competition

Marketing is no longer just about the analysis and synthesis of information. Nowadays, it’s all about reacting faster than your competition and making the right decision at the right time.

As a professional in this sphere, you have to always keep an eye on trends and competitors’ activity, analyze them and prioritize tasks for your team.

Marketing departments have a responsibility to keep an eye on the latest trends, new products, and services offered by their competitors.

They need to know what customers are demanding, how they want it delivered, the price point they are willing to pay for it, and how soon they want to get it.

Marketing departments also have a responsibility to monitor competition at all times. This helps them measure their performance against that of their competitors.

It is not easy, but this is the only way the marketing department can make sure that its efforts yield results in increased sales or brand awareness.

6. Communicating work and brand values with Marketing Team

The primary responsibility of a marketing department is to communicate work and brand values.

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It means the marketing team must effectively communicate with employees, customers, and partners about its value and how it perceives its key priorities. The key priorities include:

– Reputation;

– Innovation;

External communications, as well as internal communications, should be supported by such values as transparency and honesty.

This way, any employee can easily define what is essential for that particular company and what they have to do to achieve business goals.

With this approach, employees will feel much more motivated working for the company and work harder to achieve the set goals.

Moreover, it is also responsible for communicating with customers as well as making sure that their needs are satisfied.

In order to do so, it must have a clear understanding of what drives the business forward and how to communicate those core values effectively.

7. Developing a Growth Strategy

Top 11 Responsibilities of the Marketing Department (2022) (3)

Marketing is all about growth. It’s the job of marketing professionals to create strategies that will increase sales and revenue for their respective companies.

But most marketing departments don’t actually have a plan in place to measure their success, which means they can’t show how effective they are at achieving growth.

This leads to confusion among managers, who then conclude that marketing isn’t very important after all, and cut budgets until the department has no money left to work with.

And with no budget left to help achieve company goals, it becomes even more difficult for the business to grow.

The growth strategy of a company is what brings the organization to new heights. It helps in reaching out to an entirely new set of customers and increasing revenue.

For most organizations, it is essential that they focus on overall growth. A high-performing marketing department can ensure that your business reaches its peak potential.

This could be achieved by employing effective marketing strategies for maximum revenue generation.

Return on investment (ROI) remains the biggest challenge marketers face while attempting to persuade decision-makers about budget allocations for marketing activities.

By providing concrete figures with detailed insights, you can convince the top brass that investing in marketing is worth their while.

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8. Creating Content and Providing SEO for your Website

Top 11 Responsibilities of the Marketing Department (2022) (4)

Marketers often wonder if they should create content for their website or leave it up to the SEO team. The answer is that both departments need to work together as a team. This is because the best results come from that collaboration.

First of all, let’s look at how each department works separately.

SEO content creation is about making sure your site is optimized for search engines. Secondly, creating great content to rank on Google for keywords related to products and services you sell.

Your SEO content should include things like blog posts, landing pages, product descriptions, press releases, etc.

Whether it is for your informational website or your Shopify store, Working on an SEO checklist could be really tricky and hard to master. SEO is a marathon, not a sprint.

However, with the right practices and right tools, SEO could get much easier.

Apimio is a useful PIM solution that allows you to optimize your Shopify store. It lets you optimize product title, product description, product description, etc.

Moreover, if you have multiple stores on Shopify or other eCommerce platforms, Apimio allows you to syndicate your product catalogs across those channels as well.

Moving on, creating content should not only ensure that the site has the necessary keywords and key phrases.

It should also make sure that information is useful, relevant, and compelling to searchers. It’s important that all content be original and not simply rehashed from other sites.

If you are going to copy another site then you should at least link back to it.

You can also use snippets of text from it with proper citation. This way search engines will still consider your page relevant and rank it on the ‘Search Engine Result Page’.

9. Defining and Managing your Brand

The marketing department is also responsible for defining and managing the brand image of the organization. It is their job to be aware of what people are saying about the organization. It is their job how it’s being portrayed in the media.

An effective marketing department will have a detailed plan that outlines what they want their brand to look like on social media, on websites, etc. An effective marketing team will also have metrics in place so they can keep track of how well they are doing at achieving those goals.

10. Conducting Customer and Market Research

Before any business can make a sale, it needs to know exactly who its customers are. It needs to know what they want and how much they’re willing to pay for it.

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This is the role of marketing research, which helps companies understand their target audience, their competitors, and the marketplace at large.

The marketing department needs to be able to identify their customers’ needs, wants, and desires. They also need to know how well they are meeting these demands.

The first step is conducting customer research. You want to make sure you are understanding what your customers think about your brand and product or service.

The best way to do this is by surveying them directly. If you can’t survey them via email, then consider another channel like social media or call centers.

Marketing research is conducted in order to find out information on both existing and potential customers.

The purpose of this information is so that companies can improve their products or services based on consumer feedback. This also allows them to develop new products or services by identifying market gaps.

11. Producing Marketing and Promotional Materials

Lastly and most importantly, a marketing department is also responsible for creating and distributing marketing materials to promote the company’s products and services.

A strategic plan needs to be in place so that all of the materials are created at the same time, which will help keep costs down.

Marketing departments should also create promotional items such as pens, notepads, coffee mugs, etc., that can be used for giveaways or tradeshows.

The company logo can be added to any of these items with simple techniques like engraving or decals. These small gifts are great ways to get your brand name out there while keeping your budget.

Marketing and promotional materials are the most important things that your marketing department will produce.

They can make or break a campaign. So it is vital to get these right – they need to be of good quality and they need to be consistent with the rest of the business’s branding.

If you have high-quality marketing material, you can expect better brand recognition as well as higher profit margins from those materials.

Your customers will also appreciate this consistency from your business, which gives them confidence in both you and your products or services.

Responsibilities of Marketing Department:

  • Responding to Customers’ Needs
  • Conduct and Manage Marketing Campaigns
  • Overseeing outside Vendors and Agencies
  • Monitoring and Managing Social Media
  • Keeping an Eye on Trends and Monitoring Competition
  • Communicating work and brand values with Marketing Team
  • Developing a Growth Strategy
  • Creating Content and Providing SEO for your Website
  • Defining and Managing your Brand
  • Conducting Customer and Market Research
  • Producing Marketing and Promotional Materials


Managing all these responsibilities could be really tricky for the marketing department. However, with the right tools and a dedicated team, things could get really easier.

After all, marketing is a team sport. Marketing departments in small businesses should have well-defined roles for different people to work together efficiently. The responsibilities of each role within the marketing department are not to be redundant but rather complementary. This way, they will all contribute to achieving the objective of that particular business and ultimately help it grow over time.

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What are the main 3 aims of the marketing department? ›

Marketing is supposed to do three things: Capture attention. Educate prospects. Convert.

What are the 5 roles of marketing? ›

5 key functions of marketing
  • Research. In the research stage, marketers uncover consumer behaviours and practices. ...
  • Product. This involves planning for new products and analysing existing ones to find out if there is still a market for them. ...
  • Distribution. ...
  • Management. ...
  • Sales promotion.

What are the roles and responsibilities of people on your marketing team? ›

Below is a list of common marketing team duties: Research market trends and marketing tools. Develop brand image and develop strategies to maintain its consistency. Conduct and study customer satisfaction surveys to influence marketing decisions.

Which is the most important responsibility of a marketing manager? ›

Marketing Managers are responsible for developing, implementing and executing strategic marketing plans for an entire organization (or lines of business and brands within an organization) in order to attract potential customers and retain existing ones.

What are the 7 goals of marketing? ›

Here are seven important goals in marketing you might to set:
  • Increase brand awareness. ...
  • Generate leads. ...
  • Become a thought leader. ...
  • Increase customer value. ...
  • Improve SEO. ...
  • Grow social media presence. ...
  • Increase conversion rates.
22 Feb 2021

What are the 7 P's of marketing? ›

It's called the seven Ps of marketing and includes product, price, promotion, place, people, process, and physical evidence.

What are the 6 objectives of marketing? ›

Typically, clients marketing objectives include some or all of the following:
  • Increase sales.
  • Build brand awareness.
  • Grow market share.
  • Launch new products or services.
  • Target new customers.
  • Enter new markets internationally or locally.
  • Improve stakeholder relations.
  • Enhance customer relationships.

What is the role of modern marketing? ›

Modern marketing is more useful than ever to stand out from the crowd and attract potential customers in today's competitive market. The techniques of modern marketing are measured by how effective the producer communicates with a consumer and in offering satisfactory services and products.

What are the responsibilities of a sales and marketing manager? ›

The sales and marketing manager is responsible for leading their team of professionals who are involved in the sales and marketing activities of the company. They track market developments, create strategies, set up sales plans, and maintain customer relations.

What are the 9 functions of marketing? ›

How Many Marketing Functions are There?
  • Marketing information management. ...
  • Promotion. ...
  • Selling. ...
  • Pricing. ...
  • Product management. ...
  • Financing. ...
  • Distribution.

What are the 8 functions of marketing? ›

8 Main Functions of Marketing | Marketing Management
  • Selling: It is core of marketing. ...
  • Buying and Assembling: It involves what to buy, of what quality, how much from whom, when and at what price. ...
  • Transportation: ...
  • Storage: ...
  • Standardization and Grading: ...
  • Financing: ...
  • Risk Taking: ...
  • Market Information:

What are the responsibilities of a marketing coordinator? ›

A marketing coordinator develops, coordinates, and executes marketing campaigns. They collect data about target demographics and analyze market trends to improve a company's marketing efforts. Marketing coordinators track sales data and work with marketing teams to achieve marketing goals.

What are the responsibilities of a marketing director? ›

A Director of Marketing, or Marketing Director, oversees a company's promotion and advertising efforts to drive sales and build brand awareness. Their responsibilities include developing an overall marketing plan, approving campaigns and measuring the return on investment of various advertising methods.

What is the most important step in the marketing process? ›

Define the Problem or Opportunity

The most important part of the marketing research process is defining the problem. In order to do any research and collect data, you have to know what you are trying to learn from the research.

What does a marketing manager do on a daily basis? ›

As the head of their department, they will research and analyse marketing trends; identify target markets; plan campaigns and develop strategies; manage a team of marketing executives and the budget, as well as monitoring and reporting on the success of campaigns.

What is the main objective of marketing? ›

Marketing objectives are measurable goals that are set up by an organization to promote its products and services to prospects with an aim to maximize profits and achieve customer satisfaction.

What are some good marketing goals? ›

Marketing Goal Examples
  • Increase brand awareness.
  • Generate high-quality leads.
  • Acquire new customers.
  • Increase website traffic.
  • Establish industry authority.
  • Increase customer value.
  • Boost brand engagement.
  • Increase revenue.
9 Feb 2022

What is a good marketing objective? ›

Good marketing objectives often follow the SMART methodology: specific, measurable, achievable, relevant, and time-based goal-setting. SMART goals are how businesses evaluate their marketing objectives to see if they meet the necessary criteria for success.

What are the 4 C's of marketing management? ›

The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).

What are the pillars of marketing? ›

The 4Ps of Marketing, often referred to as the Marketing Mix, are Product, Price, Place and Promotion. Consideration of these four elements should form the basis of any good marketing strategy.

What are the most essential 7 M's in marketing? ›

Seven cyclical elements to a successful integrated marketing program are: mindset, measure, model, map, make, modify, and monetize.

What are marketing processes? ›

A marketing process is: “A series of steps that allow organizations to identify customer problems, analyze market opportunities, and create marketing materials to reach the desired audience.”

What is the importance of marketing? ›

The importance of marketing for your business is that it makes the customers aware of your products or services, engages them, and helps them make the buying decision. Furthermore, a marketing plan, a part of your business plan helps in creating and maintaining demand, relevance, reputation, competition, etc.

What are SMART marketing objectives? ›

By definition, an effective SMART marketing objective is: Specific, measurable, actionable, relevant, and time-bound. One of the main reasons we called our site and service SMART Insights is because we help marketers succeed through using a more structured approach to their marketing strategy and planning.

Who is responsible marketing? ›

In a small business, the marketing department may just be one person, or it may include a marketing director or manager plus marketing executives responsible for functions such as advertising, publications or events.

What are the purposes of marketing? ›

The key purpose of marketing is to get people interested in the products or services of a company. This happens through market analysis, research, and contemplating the interest of a business's ideal customers and attracting them through messaging which would be educational and helpful to a business's target group.

Which responsibility is an important function of the sales and marketing team? ›

A sales and marketing manager is responsible for researching and developing marketing opportunities and planning and implementing new sales plans. The sales and marketing manager will also manage both the marketing and the sales staff and will perform managerial duties to meet the company's operations goals.

What are the 7 key marketing functions? ›

The 7 functions of marketing are promotion, selling, product/service management, marketing information management, pricing, financing and distribution.

What are the 9 functions of marketing? ›

How Many Marketing Functions are There?
  • Marketing information management. ...
  • Promotion. ...
  • Selling. ...
  • Pricing. ...
  • Product management. ...
  • Financing. ...
  • Distribution.

What are the 7 core standards of marketing? ›

Marketing's seven functions are distribution, market research, pricing, finance, product management, promotional channels, and consumer matching.

What are 3 responsibilities of a marketer? ›

Increase sales of products or services. Build awareness about a brand. Grow a company's market share. Innovate and launch new services and products or pivot from existing models.

How is a marketing department structure? ›

A traditional marketing team structure is usually product- or function-centric. However, it can be geographic-, segment-, or channel-centric. Product-centric means that each individual product has an individual marketing team. The roles that emerge in this structure are aimed at supporting that specific product.

What are the 6 objectives of marketing? ›

Typically, clients marketing objectives include some or all of the following:
  • Increase sales.
  • Build brand awareness.
  • Grow market share.
  • Launch new products or services.
  • Target new customers.
  • Enter new markets internationally or locally.
  • Improve stakeholder relations.
  • Enhance customer relationships.

What are the marketing principles? ›

The 4 basic marketing principles are product, price, place and promotion.

Which activities belong in the marketing department? ›

Marketing functions include research and development, pricing, distribution, customer service, sales and communications. In its narrowest form, a sales department advises the marketing department based on its feedback with customers and focuses on customer contact to drive sales.

What do marketers do on a daily basis? ›

Day-to-day tasks

As a Marketing professional, you will develop and execute plans and strategies to help companies promote their products, services or brand, and ultimately drive sales. Generally, tasks include: Communicating with managers/clients to understand the marketing needs and objectives.

How the marketing department must work with other business functions? ›

Marketing and sales work together very closely in a business. The role of marketing is to attract a customer to the business and develop an interest in their products. Marketing will also ensure the sales department are selling products and services that meet the wants and needs of customers.


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