Role of IT and Marketing to ensure Collaboration

Running head: ROLE OF IT AND MARKETING TO ENSURE COLLABORATION
Role of IT and Marketing to ensure Collaboration
Name of the student:
Name of the university:
\
Author note:

1ROLE OF IT AND MARKETING TO ENSURE COLLABORATION
Table of Contents
Introduction:...............................................................................................................................3
Discussion:.................................................................................................................................3
Overview of the company’s recent IT history:......................................................................3
CIO’s view:............................................................................................................................4
Strategy and approach to the stated theme.............................................................................4
Positive and Negative points about the theme:......................................................................7
Issues within the information system of the company that might have taken place:.............8
Recommendation for future strategy and direction for the company:...................................8
Conclusion:................................................................................................................................9
References:...............................................................................................................................10

2ROLE OF IT AND MARKETING TO ENSURE COLLABORATION
Introduction:
Over the last few years, different companies and organisations are embarking on the
initiative for digital transformation within their business so as to upgrade all aspects of
business to capture a giant leap in the bid data and technologically driven productivity
(Stewart 2016). As a means to implement this initiative within business process, companies
often tried to tie up IT and marketing to establish a direct contact with business and
marketing field. For marketing the goal is focused on leveraging the best technology in order
to optimize the experience of the customers while shaping their journey with the help of
technology. Introducing marketing with technology in other hand an be described as ensuring
the best technology while optimizing the technology use to create a better user experience. It
is the ultimate responsibility of the CIO of the organisation to reconcile the objectives of the
company and to establish a true partnership that helps in driving the success for the company.
In this report, the selected organization is Parkinson’s UK and will mainly focus on the
initiative that the CIO of the organization took for implementing IT and Marketing at
Parkinson’s UK in order to ensure collaboration within the organisation.
Discussion:
Overview of the company’s recent IT history:
Parkinson’s UK is one of the researches and support charity in UK. It had its name
from the Parkinson’s Disease Society early in April 2010. The main aim of the charity
organisation is to improve the quality of living of the people who are affected by the
Parkinson’s Disease while finding a curable solution. From the beginning of its journey, the
organisation is very much interested to bring in Information Technology Services within its
services in order to provide more satisfaction among its users. From the beginning of its
journey, the organisation urged for implementing changes ad has the desire to implement the

3ROLE OF IT AND MARKETING TO ENSURE COLLABORATION
best possible things into the organisation so as to benefit the people who are affected by the
Parkinson ‘s disease.
CIO’s view:
Julie Dodd who was the director of digital transformation and communication at
Parkinson’s UK, understood the huge range of requirements that were needed and she joined
into the approach for helping the charity organisation to achieve its aim via digital
transformation. Julie Dodd before joining the Parkinson’s charity organisation, worked for
many consultancies and from there only she has determined the fact that charity sectors needs
to be changed in terms of modernization. As a result, Julie Dodd conducted a big research
where she took interview of 50 senior leaders from the charity sectors and from other
executives of big technological companies to study about the view point of implementing
digital transformation in charity sectors. On her research study named The New Reality, Julie
Dodd presented her view on developing a digital transformation approach to charities on a
consultancy’s basis. She reflected her ideas about delivering technology in charitable
organisations aiming to deliver digital transformation (Wang et al. 2015). After joining the
charity organisation of Parkinson’s UK, Julie Dodd clearly understood the positive role that
digitization could play in the non-profit sectors. According to her view, technology plays an
important role in delivering world class services transforming organisations to work and play
simultaneously in clinical based researches. According to Julie Dodd, the combined role of IT
and Marketing functions would make it easier to ensure strong relationship between the
technology of organisation and marketing professionals (Chad, Kyriazis and Motion 2014).
Working with the Parkinson’s UK, Julie Dodd’s main aim was to ensure tight bonds
producing greater results.
Strategy and approach to the stated theme: