MARKETING DEPARTMENT: Overview, structure, roles, expectations (+free tips)

roles of the marketing department

It is very important for every organization to keep a strong marketing department intact. These people are often responsible for brand visibility and an increase in sales output.

Within the marketing department, there are many roles, duties, and expectations that support the promotion of a company to boost its sales.

This article will give you a detailed explanation of why you need a strong marketing team and the roles of these people.


A marketing department is responsible for promoting a business and driving more sales of the company’s products or services. They oversee the research necessary to identify target customers and other audiences.

A company without these marketers is inconceivable. All companies are aware that they need certain people to go message their prospects or clients, and this can only be done effectively through a marketing department.

In addition, they are also charged with the responsibility of handling customers in order to find out what their needs are.

Therefore, every company must look into investing time in hiring the best marketing skills in the marketing department.

Who is in Marketing team?

  • Marketing Analyst.
  • Brand Manager.
  • Product Manager.
  • Project Manager
  • Chief Marketing Officer (CMO)
  • Marketing Manager.
  • Marketing Strategist.


Read Also: Marketing Management: All You Need to Know

Marketing Department Structure:

The structure of the marketing department can differ according to the company.

Above all, a structure helps marketing employees and other employees in a company understand what the roles of each person in a marketing department are. Let’s take a look at the top 4:

#1. Vice President

This is the person in charge of the entire process of marketing.

This person is involved in planning and creating a marketing strategy for a company.

#2. Marketing Director

He/She is responsible for carrying out the marketing strategy that has been put in place by the vice president.

This includes choosing the medium to advertise in and sharing marketing messages.

#3. Public Relations

They handle the non-paid forms of advertising that the company uses to promote the business.

#4. Creatives

These are the graphic designers and web designers that assist in showcasing the company image and brand to the public.

What are the seven roles that marketing plays?

Market promotion and product sales fall under this category.
Direction of products.
Controlling the flow of data in the marketing department.

What are the five primary roles of marketing?

Research. Marketers learn about consumers’ habits and routines throughout the research phase.
Product. As part of this process, we must both anticipate the need for future products and assess the viability of the current ones.
Incentives to buy.

What is an example of marketing department?

Marketing’s job is to get the word out about the company’s wares and get people to buy them. It’s a multi-pronged approach that includes things like PR, advertising, sales promotions, personal selling, direct marketing, and sponsorship.

Roles of the Marketing Department:

The role of the marketing department cannot be understated. There are certain roles these marketers are hired to perform. Let’s take a look at some of them below:

#1. Understand your brand’s target and competitors:

To have a deep level of understanding of a company’s market, the team should be able to conduct structured and systematic research in the market.

Firms that do proper research on their markets grow faster and increase profitability because this research enables a company to make better decisions instead of working on hunches and wishful thinking.

#2. Drive growth and profitability

After proper research of your target market, a marketing team should develop a strategy that will drive a company’s growth. It might require certain adjustments in the services you offer.

#3. Track results

Finally, it is important that marketers track their results from time to time. Tracking results help a company maintain focus and avoid losing sight of its progress.

In addition, result tracking has helped a lot of companies identify the working strategies and the ones that need to be tweaked.

Read Also: Marketing Consultant: All You Need to Start (+ Free Tips)


What do you expect from your marketing team?

Whether you’re working with an in-house or outsourced team, you should expect a thing or two from them:

  • A team that shows its marketing impact on business metrics
  • A team that is continuously committed to the company’s progress. 
  • A team of listeners that are always gathering intelligence about competition, consumer behavior, industry, and marketplace dynamics.

Who works in the department of marketing?

The marketing department of a small business may consist of a single person, a marketing director or manager, and marketing executives responsible for advertising, publications, and events.

What are marketing’s three primary functions?

Increase brand recognition. Increase a business’ market share. Innovate and introduce new services and products, or deviate from current models. 


What are the four marketing concepts?

Four pillars support the marketing concept: the target market, customer needs, integrated marketing, and profitability.

Marketing Department Equipment

In order to successfully carry out a marketing campaign, they will require certain tools to help facilitate their work.

#1. Advertising tools

The creative team will help create campaigns, events, as well as promotional materials.

This is used to promote the product, and services, in order to create awareness and convert prospects into clients.

#2. Media monitoring tools

These are tools that are used to scan the web and inform you of how well your online campaign is going. These tools scan for blogs, and social media sites.

#3. Automation tools

These tools help the team, thereby saving a lot of time. Marketers can save a lot of time by leveraging technology to handle things like sending emails and so on.

There are hundreds of tools for the marketing department.

However, the above listed are the top pieces of equipment every marketing department should work with.


You have seen how the marketing department promotes your business and drives sales of its products or services. Additionally, It provides the necessary research to identify your target customers and other audiences.

Seeing that marketing works closely with sales in generating new business, the marketing team entices prospects to engage with the company in some way, even if it’s just visiting the website, and then uses incentives to get customers to continue thinking about the product so that the sales team can convince them to make a purchase.

Hire the best marketing team today!

FAQs On Marketing Department

What sales and marketing department do?

A sales and marketing department is in charge of determining where the company should sell and what its prices should be. This includes deciding whether or not the company will use middlemen such as wholesalers, distributors, or retailers.

What are the 5 function of marketing?

Marketing has 7 functions: promotion, selling, product/service management, marketing information management, pricing, financing, and distribution.

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