Job description of a marketing analyst of the marketing department. Job description of a marketer, job responsibilities of a marketer, sample job description of a marketer. Hierarchy of the marketing department

A marketer is a specialist who ensures the effective maximum working activity of the company, a person who increases its return with the help of a marketing mix. The position of a marketer is indeed a very important and responsible one.

Of course, one person is not able to ensure the complete high-quality implementation of all tasks. Large companies mostly have their own marketing department, and small ones have one specialist who manages the key aspects of the company.

Marketing - very promising profession. A talented specialist may in the future hold the position of a director, including a commercial director, as well as a top manager of a company.

What should a marketer know?

First of all, you need to know a good theoretical base, since you need to understand all the principles of marketing in order to properly conduct various studies, develop the concepts of an advertising company or draw up a clear marketing plan. Also required higher education in this specialty, knowledge of psychology, sociology and legislative framework.

What qualities should a marketer have?

In addition to special education, one should have such important personal qualities as communication skills, creativity, logic, analytical thinking, emotional stability, diplomacy and the ability to find a common language with many people.

A marketer should be well versed in office programs such as: Word, Excel, Access. To effectively draw up a marketing strategy, it will not be superfluous to know mathematics and draw up mathematical models.

The responsibilities of marketers largely depend on the direction of the company's development.

The marketer must:

• develop product promotion plans
• determine marketing budgets
• analyze target areas of the market or audience
• predict fluctuations in supply and demand
• organize various events, studies, advertising companies, stock
• form an assortment
• to coordinate the work process advertising agency or just a specific specialist (copywriter, designer).
• pricing is also often included in the list of responsibilities.

The main tasks of professional marketing

Information and analytical activities.

• Market segment analytics.
• The study of influencing methods on consumer behavior.
• Formation of consumer demand and identification of their requirements for the features of services and goods
• Analysis of the environment of competitors, taking into account changes in the customs, price or tax state policy, profit from sales, in terms of turnover, speed of implementation.

Commodity-productive activity:

• Development and search for different ideas for the creation of a certain type of goods.
• Development of recommendations and concepts in the production organization of the goods.
• Formation of the assortment of goods.

Sales activities:

• Development of a sales strategy.
• Holding commodity policy.
• Organization of the sales system.

Economic and management activities:

• Risk and investment management.
• Development of strategic and operational plans for activities in the international or national market.
• Conducting financial and economic investigation.
• Control and management marketing activities organizations.

Job description marketer

1. General provisions

1.1. The marketer belongs to the category of specialists.
1.2. A person who has a higher professional (economic or engineering-economic) education and at least one year of experience in the specialty in the field of marketing is appointed to the position of a marketer.
1.3. A marketer is appointed to a position and dismissed from it by order CEO organizations.
1.4. A marketer must have analytical, communication, and forward planning abilities.
1.5. The marketer must know:
- legislative regulations, teaching materials on the organization of marketing, assessment of the financial and economic condition and market capacity;
- methods for studying market conditions and developing forecasts for the need for products sold;
- procedure for consideration of claims and responses to claims;
- features of the organization of advertising;
- methods of working with the media;
- basic technological and design characteristics and consumer properties of the products sold, its difference from domestic and foreign analogues, advantages and disadvantages;
- pricing and pricing policy;
- methods for studying the motivation of consumers, their attitude to products;
- terms of delivery, storage and transportation of products;
- standards and specifications for manufactured products;
- methods of organizing accounting and reporting on the implementation of sales plans and sales of products;
- basics of labor legislation;
- economics of production, methods for calculating profits, profitability and production costs;
- Computer techologies;
- organizational and administrative documents of the heads of the organization;
- internal rules work schedule;
- rules and norms of labor protection;
- ethics of business communication.
1.6. The marketer in his activities is guided by this job description.
1.7. The marketing manager reports directly to the head of the marketing department.
1.8. During the absence of a marketer (vacation, illness, etc.), his duties are performed by a person appointed by order of the general director. This person acquires the appropriate rights and is responsible in accordance with this instruction.

2. Job responsibilities

2.1. Study of the market for manufactured products
2.1.1. Conducts research on the main factors that shape the dynamics of consumer demand for products, the ratio of supply and demand for similar types of products, technical and other consumer qualities of competing products.
2.1.2. Conducts marketing research related to the study of market segmentation, analysis of pricing and consumer preferences, forecasting sales and sales channels, opening new markets, evaluating the effectiveness of advertising, and the activities of competitors.
2.1.3. Analyzes customer needs and pricing boundaries.
2.1.4. Forms consumer demand for manufactured products, identifies the most effective sales markets, as well as requirements for the quality characteristics of the product (method of production, service life, rules of use, packaging).
2.1.5. It explores the factors affecting the sale of goods, types of demand (sustainable, rush, short-term, etc.), the reasons for its increase and decrease, differentiation of the purchasing power of the population.
2.1.6. Develops demand generation and sales promotion programs, recommendations for market selection in accordance with available resources.
2.2. Advertising activities
2.2.1. Participates in the development of promotional strategies.
2.2.2. Controls the conduct advertising campaigns in the media, direct mail, Internet, etc.
2.2.3. Organizes the development of printed advertising materials in-house or by third parties, conducts testing of these materials, provides proposals for the design of printed advertising materials or initial information for their development, controls the replenishment of these materials. Conducts a preliminary assessment of advertising materials developed by third parties.
2.2.4. Analyzes the effectiveness of promotional activities.
2.2.5. Prepares proposals for the formation corporate identity company and corporate design of advertising products.

The marketer has the right:
3.1. Ask managers structural divisions company, specialists and other employees information and documents necessary for the performance of his duties.
3.2. In necessary cases, represent the organization in relations with other organizations in order to promptly resolve issues of production and economic activities that are within its competence.

4. Responsibility

4.1. The marketer is responsible under the labor and civil legislation:
- for improper performance or non-performance of their official duties provided for by this job description;
- for causing material damage and damage business reputation organizations;
- for disclosure of trade secrets;
- for non-compliance with orders, instructions and instructions of the management.

5. Working conditions

5.1. The mode of operation of a marketer is determined in accordance with the internal labor regulations established by the organization.
5.2. If a production need arises, a marketer can go on business trips, including local ones. The job description was developed in accordance with the order of the General Director dated. N.

The job description specifies the scope of duties and work that a person holding a certain position must perform. Job description in accordance with All-Russian classifier management documentation, or OKUD, OK 011-93 (approved by the Decree of the State Standard of December 30, 1993 No. 299) is classified as documentation on the organizational and regulatory regulation of the organization's activities. The group of such documents, along with the job description, includes, in particular, the internal labor regulations, the regulation on the structural unit, and the staffing table.

Is a job description required?

The Labor Code of the Russian Federation does not oblige employers to draw up job descriptions. Indeed, in an employment contract with an employee, his labor function should always be disclosed (work according to the position in accordance with staffing, profession, specialty, indicating qualifications or specific view the work entrusted to him) (Article 57 of the Labor Code of the Russian Federation). Therefore, it is impossible to hold the employer liable for the lack of job descriptions.

At the same time, it is the job description that is usually the document in which the employee's labor function is specified. The instruction contains a list of the employee's job responsibilities, taking into account the peculiarities of the organization of production, labor and management, the rights of the employee and his responsibility (Rostrud Letter dated November 30, 2009 No. 3520-6-1). Moreover, the job description usually not only discloses the employee's labor function, but also provides qualification requirements, which are presented for the position held or the work performed (Letter of Rostrud dated November 24, 2008 No. 6234-TZ).

The presence of job descriptions simplifies the process of interaction between the employee and the employer on content issues labor function, the rights and obligations of the employee and the requirements imposed on him. That is, all those issues that often arise in relationships with both existing employees and newly hired employees, as well as with applicants for a certain position.

Rostrud believes that the job description is necessary in the interests of both the employer and the employee. After all, the presence of a job description will help (Letter of Rostrud dated 08/09/2007 No. 3042-6-0):

• objectively assess the activities of the employee during the probationary period;
• justifiably refuse to hire (after all, the instructions may contain additional requirements related to business qualities employee);
• distribute labor functions among employees;
• temporarily transfer an employee to another job;
• evaluate the conscientiousness and completeness of the employee's performance of the labor function.

That is why the preparation of job descriptions in the organization is appropriate.

This instruction may be an appendix to employment contract or be approved as a standalone document.

How a job description is compiled

The job description is usually drawn up on the basis of qualification characteristics, which are contained in qualification directories (for example, in the Qualification directory of positions of managers, specialists and other employees, approved by the Decree of the Ministry of Labor of August 21, 1998 No. 37).

For employees who are hired according to the professions of workers, to determine their labor function, unified tariff and qualification reference books of work and professions of workers in the relevant industries are used. Instructions developed on the basis of such reference books are usually called production instructions. However, in order to unify and simplify internal documentation in an organization, instructions for working professions are often also referred to as job descriptions.

When compiling job descriptions, organizations are also guided by

Marketing Job Description- a document that details the functions that fall within the competence of this category of employees of enterprises and organizations. The instructions also prescribe the rights, responsibilities and working conditions of the marketer.

Marketing manager job description sample

FILES

Why do you need a job description for a marketer?

This document serves, so to speak, as a guide to action for the employee. It clearly defines the boundaries within which a marketer can work, and also points out in detail those violations and mistakes that are best avoided.

Approximately to the same extent, the instruction is also necessary for the employer - it allows the management of the organization to coordinate the activities of employees, as well as optimize production processes.

Who is developing the document

Usually, the function of creating a document is assigned to the head of the structural unit, the head of the personnel department or the lawyer of the enterprise. In some cases, this duty passes to the secretary, or the director of the organization writes the instructions.

But, regardless of who does it, it is important that the document fits into the framework of the current labor and civil law.

Basic rules for creating instructions

There is no officially developed, approved at the legislative level, sample job description, so companies have the right to independently create a document form, focusing on their needs.

The standard, generally accepted version includes at least four sections:

• "General Provisions",
• "Main responsibilities",
• "Rights",
• "A responsibility",

which may, if necessary, be supplemented by other paragraphs.

The document is printed in one copy and must be signed by the head of the department (who is obliged to monitor the execution job duties marketer), the employee himself (who thus indicates that he agrees with the functions imputed to him), as well as the head of the enterprise.

The main provisions of the job description of a marketer

To begin with, at the top of the page, on the right side, you should leave a few lines for the instructions to be endorsed by the head of the company: here you need to enter his position, company name, last name, first name, patronymic, and also leave two lines for signature (with decoding) and date. A little lower in the middle is the name of the document.

General provisions

Next comes the main part of the instruction and its first section. "General Provisions". It fits into which group of workers the marketer belongs to, the required qualifications, the level of education, necessary experience work and length of service, as well as the procedure for appointing and dismissing an employee and replacing him during his absence from the workplace. Next, the immediate supervisor of the marketer is indicated (without specifying specific names).

Then, in the same section, a list of laws, rules, internal documents and regulations that the marketer should be familiar with, as well as the methods and principles of work that he should follow.

Job Responsibilities of a Marketer

Second section "Responsibilities" describes the functions of a marketer, namely the duties that he must perform, ranging from developing a strategy for promoting goods and services and ending with the accounting and analysis of the activities carried out. This part of the document should be treated with particular care, since it can make the document an evidence base in the event of litigation, both on the part of the employee and the employer.

Rights vested in the marketer

"Rights"- This is a section that gives the marketer specific powers designed to increase the efficiency of his work. In particular, it indicates the possibility of making independent decisions and taking various initiatives, permission to communicate with other structural divisions and the management of the company, as well as the right not to perform their work duties in the event of a danger to life or health.

Responsibility of a marketer for faults

In chapter "A responsibility" all errors, violations and offenses are prescribed, for which disciplinary punishment is possible. When developing this paragraph, one must strictly rely on the norms of the legislation of the Russian Federation, since neglect of them is fraught with sanctions against the organization itself.

At the end, the document must be certified by an employee whose competence includes monitoring the performance of the job duties of the marketer, as well as the marketer personally. At the very last turn, the instruction is submitted for approval to the director of the enterprise.

APPROVE:

[Job title]

_______________________________

_______________________________

[Name of company]

_______________________________

_______________________/[FULL NAME.]/

"______" _______________ 20___

JOB DESCRIPTION

Marketer

1. General Provisions

1.1. This job description defines and regulates the powers, functional and official duties, rights and responsibility of the marketer [Name of organization in the genitive] (hereinafter referred to as the Company).

1.2. The marketer is appointed to the position and dismissed from the position in the established current labor law order by order of the head of the Company, upon presentation commercial director Companies.

1.3. The marketer belongs to the category of specialists and reports directly to the head of the marketing department of the Company.

1.4. The Marketer is responsible for:

• timely and high-quality performance of tasks for their intended purpose;
• performance and labor discipline;
• safety of information (documents) containing information constituting a trade secret of the Company, other confidential information, including personal data of the Company's employees;
• ensuring safe working conditions, maintaining order, following the rules fire safety in department premises.

1.5. Persons with a higher professional (economic or engineering-economic) education and at least 1 year of work experience in the specialty in the field of marketing can be appointed to the position of a marketer.

1.6. AT practical activities the marketer should be guided by:

• laws, regulations, and local acts and organizational and administrative documents of the organization (enterprise), regulating the work of marketing, the activities of the sales service and department;
• internal labor regulations;
• rules of labor protection and safety, ensuring industrial sanitation and fire protection;
• instructions, orders, decisions and instructions of the immediate supervisor;
• this job description.

1.7. The marketer must know:

• legislation, regulations on the organization of marketing and advertising activities;
• the organizational structure of the Company, the system for marketing products, the procedure for its functioning, the organization of the work of the department;
• current and prospective needs of the department in resources, methods of their planning and forecasting;
• tasks of the department to meet the needs of the Company in marketing support, its ability to solve these problems;
• methods of analysis of marketing activities;
• the procedure for organizational and informational interaction of the department with other divisions of the Company;
• the procedure for developing marketing plans;
• organization of operational accounting of the results of marketing activities;
• criteria for evaluating the effectiveness of the department;
• advanced domestic and overseas experience in the field of marketing;
• the composition and structure of the documentation of the department;
• means of computer technology, communication and communications;
• labor protection rules and regulations.

1.8. During the period of temporary absence of a marketer, his duties are performed by a person appointed in the prescribed manner. This person acquires the appropriate rights and is responsible for the proper performance of the duties assigned to him.

2. Job responsibilities

The marketer is obliged to carry out the following labor functions:

2.1. Ensure timely and high-quality performance of the daily tasks assigned to him in strict accordance with the approved procedure (regulations) and work technology.

2.2. Regularly analyze the consumer properties of the Company's products, forecast consumer demand and market conditions.

2.3. Participate in the preparation of prospective and current plans production and sale of products, identifying new sales markets and new consumers of the Company's products.

2.4. Ensure coordination of the activities of the structural subdivisions of the department for the collection and analysis of marketing information, the creation of a data bank for the marketing of the Company's products.

2.5. Organize the study of consumers' opinions about the Company's products and monitor the timely elimination of deficiencies indicated in complaints and claims received from consumers.

2.6. Submit proposals on the formation of the corporate identity of the Company and corporate design of products for consideration by the management.

2.7. To study, generalize and apply in the daily activities of the department advanced domestic and foreign experience in the field of marketing.

2.8. Timely and fully work out and submit officials reporting and other documentation with appropriate powers.

If necessary, a marketer may be involved in the performance of his official duties overtime, by decision of the head of the Company, in the manner prescribed by labor legislation.

3. Rights

The marketer has the right:

3.1. Make decisions in order to properly organize marketing, ensure the daily activities of the department, on all issues related to its competence.

3.2. Prepare and submit to the immediate supervisor their proposals for improving marketing, the activities of the department (its additional personnel, logistics).

3.3. Participate in the work of collegiate management bodies when considering issues related to marketing and the activities of the department.

4. Responsibility and performance evaluation

4.1. The marketer bears administrative, disciplinary and financial (and in some cases, provided for by the legislation of the Russian Federation - and criminal) responsibility for:

4.1.1. Violation of the provisions of the law, regulations, as well as local acts and organizational and administrative documents on marketing issues.

4.1.2. Failure to comply with the instructions of the immediate supervisor regarding the organization of marketing, the activities of the department and the fulfillment of its tasks.

4.1.3. Failure to comply with the requirements for ensuring the safety of information and documents containing confidential information.

4.1.4. Unlawful use of the granted official powers, as well as their use for personal purposes.

4.2. Evaluation of the work of a marketer is carried out:

4.2.1. Direct supervisor - regularly, in the process of daily exercise by the employee of his powers.

4.2.2. Certification Commission enterprises - periodically, but at least once every two years, based on the documented results of work for the evaluation period.

4.3. The main criterion for evaluating the work of a marketer is the quality, completeness and timeliness of his performance of the tasks provided for by this instruction.

5. Working conditions

5.1. The mode of operation of a marketer is determined in accordance with the internal labor regulations established at the enterprise.

5.2. In connection with production necessity a marketer can travel on business trips (including local ones).

Familiarized with the instruction ___________ / ____________ / "____" _______ 20__