Standard Operating Procedures for completing marketing projects and activities

Many companies have certain procedures for completing marketing projects and activities. These marketing proceedures may vary somewhat at different companies, but the general framework around which marketing activities are executed is fairly standard. All marketing directors or managers execute certain product, advertising, pricing and distribution strategies. Upper management may even communicate specific steps for implementing these strategies or procedures in company manuals.

Budgeting

Marketing operating procedures for budgeting are fairly standard in most industries. Marketing directors usually meet with other departments, such as research and development, to discuss upcoming projects. These projects are then scheduled for the upcoming year. Subsequently, marketing directors determine what resources they need to complete the projects and obtain the associated costs. For example, a marketing department may need to advertise its products or services and conduct consumer research throughout the year. The marketing director will need to include all the costs for advertising and research, then lists all costs in his or her budget. Budgets are not always set in stone, however, according to the Small Business Administration. Occasionally, marketing directors need to add new projects to accommodate changing business conditions. Therefore, marketing directors sometimes add an extra buffer, such as 10 or 15 percent, to their budgets to account for new project requests.

Project Management

Project management is fairly standard among marketing professionals. Marketing directors or managers usually break projects into various tasks. Subsequently, these tasks are assigned to specific individuals. The individuals who are spearheading specific marketing projects will need to estimate how long the projects will take. Subsequently, they will estimate a realistic time frame for completing the projects, then communicate these deadlines to the stakeholders who have requested the projects. Often, marketing professionals use project logs to track the progress of projects. Project logs are usually developed on computers and are used to track when certain tasks are completed.

Product Introductions

There are also certain standard operating procedures for product introductions, another marketing function. Product introductions start with the generation of several ideas or concepts, according to Know this, an online business reference site. These ideas are then pared down to several workable product ideas. Subsequently, the ideas need to be tested among consumers. Most marketing professionals will start out with focus groups to better refine their product concept, including brand names, features, sizes and dimensions. Afterward, a company may test a product concept through additional marketing research such as phone surveys. The product will eventually be introduced on a limited basis. Companies may later expand distribution on a regional or national basis.

Pricing Strategies

Marketing departments are usually responsible for setting prices for products or services. There are several ways to set prices. However, the price of a product is usually based on consumer demand. In other words, consumers will only pay so much for a product. Orders will drop off substantially if a company exceeds an acceptable price range. A company's profits may suffer if the price is not high enough. Marketing professionals take several other key considerations into account when setting prices. They must set a price high enough for the company to earn a profit. Therefore, marketers will calculate costs that go into producing a product when setting a price. They must also factor in costs for advertising, labor and shipping. Companies often price their products or services in line with competitors.

The Roles of a Project Team

Managers and groups of people serve different roles on project teams. Some of these roles are more leadership-oriented, while others are work-intensive. There also are project team members who do not actually work on projects but, instead, keep the project moving along. Outside companies may also play a major role in bringing a project to fruition. Whatever the case, projects are usually broken into various tasks and managed closely to completion

Project Manager

One important role on a project team is the project manager. The project manager is the person who is responsible for facilitating the project. She breaks the project down into different functions or tasks, then assigns tasks according to peoples' abilities or key areas of interest. For example, a project manager may assign a finance manager the task of tracking sales and expenses for a new product introduction. Project managers can hold many titles. Marketing research managers may assume the role of project manager on a project that involved customer satisfaction feedback. Similarly, a product manager may spearhead a project that entails introducing 10 new products at a trade show. The project manager is the one ultimately responsible for ensuring that the project gets completed on time and under budget.

Team Members

Team members are all employees who work on the project besides the project manager. Team members are assigned specific portions of projects or tasks. Some team members may even handle extensive or multiple tasks, depending on the length of the project. For example, a copywriter, advertising manager, marketing research analyst, logistics manager and product manager may be involved in a project to expand distribution to new markets. The product manager may serve the role of project manager. A team member like the copywriter may be responsible for creating brochures and visuals for the sales force. The research manager may conduct surveys in the market to determine consumer acceptance of the products. The logistics manager may study which warehouse and distribution outlets would best meet the company's need, while the advertising manager creates test ads for the project. Team members must complete their tasks on the dates assigned by the project manager.

Executive Sponsor

The executive sponsor usually does not perform any tasks or functions. She may be available to offer suggestions, including resources or information that can be used for the project. However, the executive sponsor's key role is to oversee the project, then take the completed information and develop strategies from it. She makes key decisions for the project group when they need advice. For example, the executive sponsor may use a major product satisfaction survey among customers to develop new pricing strategies or to recommend new product features for the product line.

Performing Organizations

Performing organizations are agencies or consultants that assist employees on projects. They are chosen because of their expertise on a particular project. For example, a management consultant may help the project manager evaluate a company's plant operations, determining the necessary changes to increase efficiency. Similarly, a marketing research manager will often ask research agencies to help them develop questionnaires and conduct surveys. Performing organizations often do much of the work during the project. Subsequently, managers and employees evaluate the results before presenting the information to executives.

What's the Difference Between a Marketing Manager and a Marketing Director?

A job description for a manager often includes such duties as planning, coordinating and directing activities within a specific industry or a specific department. For this reason, many people think marketing managers and marketing directors have the same job responsibilities. In reality, marketing managers and directors have entirely different jobs and associated responsibilities.

Marketing Manager

The marketing manager usually manages both the advertising and marketing departments, as many corporations often combine the two into one function. The marketing manager leads a team of staff responsible for developing plans and strategies for successful product launch and market penetration. Incorporations that hire outside marketing and advertising agencies to launch and strategize, the marketing manager hires the agency and oversees its progress. The marketing manager also makes budget decisions and has a rapport with the sales department. He must have at least a bachelor's degree in marketing or a related field. His marketing and advertising expertise, combined with his education and experience, allows him to work his way up to the marketing manager position, according to StateUniversity.com.

Marketing Director

The marketing director determines and maintains a company's marketing strategy. The marketing director focuses on market segments; which are groups of consumers placed into categories by location, age, or other common characteristics. She works to figure out which segment is best suited for her company's product, based on where the product will sell the most for the longest period of time. The duties of the marketing director vary, depending on the size and policy of the company. For some directors, their duties stop at segmenting and determining the best potential market. Other directors also conduct additional research and work to implement the launch of a product in the particular choice segment. In either instance, sales managers report to the marketing director so she can keep track of the company's sales figures. With those sales figures, she decides if the strategy is successful. She must have a master's degree in business or a related field and must climb the corporate ladder to obtain her position.

Differences Associated with Duties and Responsibility

The marketing manager focuses on few projects at a time. He works on the launch and strategy of only those products during a given time period. The marketing director, however, focuses on the marketing strategy for the entire company, all the time. This is the major difference between the two jobs; the director works on a larger scale. Also, the manager has interaction with the sales department, but only to ensure the two departments — marketing and sales — are on the same page. Sales managers report to the director, and the marketing director works with sales figures. The director also has more control, a larger scope, and more decision-making power.

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