Skills, Development, and Performance for Marketing Managers

This report delves into the crucial aspects of developing individuals, teams, and organizations, specifically within the context of marketing management. It begins by identifying the essential skills, knowledge, and behaviors required of marketing professionals, focusing on areas such as content management, analytics, and interpersonal skills. The report then analyzes a personal skills audit to create a professional development plan, highlighting strengths, weaknesses, opportunities, and threats (SWOT) relevant to a marketing manager role. It examines the differences between organizational and individual learning, development, and training, emphasizing the needs for continuous learning and professional development to drive sustainable business performance. Furthermore, the report explores how high-performance working contributes to workforce engagement and competitive advantages, and it evaluates various approaches to performance management, offering practical examples. The content is based on Bentley Motors Limited, providing real-world context to the concepts discussed.

Developing
Individual, Teams And
Organisations

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1:Determine suitable and professional skills, knowledge and behaviour required by
marketing manager professionals...........................................................................................1
P2:Examine a completed personal skills audit to analyse suitable knowledge, behaviour and
skills, develop a professional development plan in marketing job role.................................3
1 bad, 2 not bad, 3 average, 4 good, 5 excellent..............................................................................5
TASK 2............................................................................................................................................6
P3:Examine difference between organisational and individual learning, development and
training....................................................................................................................................6
P4:Examine needs for continuous learning and professional development to drive sustainable
performance of business.........................................................................................................7
TASK 3............................................................................................................................................8
P5:Demonstrate understanding of how HPW contributes to workforce engagement and
competitive benefits in particular situation in organisation...................................................8
TASK 4............................................................................................................................................9
P6:Evaluate various approaches to performance management and demonstrate with particular
examples.................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Developing individual, team and organisation play huge role in success and growth of
company. On individual basis it assist in prepare for future for career, on team basis it helps in
achieve common business goals and work with team members in supportive manner and
Organisation basis assist in better growth and enhancing profit of business. It helps in examine
knowledges, skills and behaviour of employees and factors which are considered when executing
and evaluating inclusive development and learning to drive sustainable organisation
performance. Below report is based on Bentley Motors Limited, founded in 1919 in Crewe
England (Albrecht, Breidahl and Marty, 2018). This company based on Automotive and they
serve their products and service in entire world. Below report includes Examine knowledges,
skills and behaviour required by marketing manager, Examine factors considered when
executing and evaluating development and learning. Apply understanding and knowledge to
ways in which high performance working which contributes to employees engagement and
competitive benefits. Evaluate ways in performance management, collaborative working or
effectual communication can assist high performance commitment and cultures.
MAIN BODY
TASK 1
P1:Determine suitable and professional skills, knowledge and behaviour required by marketing
manager professionals
marketing professionals: In this manager identify techniques and strategies adopt to
attract consumers and new people to business. They find out costing based on product supply
and demand, assist in generate maximum profit or revenue and grow organisation's market
shares. Managers also aid in innovated or new product development or critique trends of market.
Marketing Manager: They are execute and make strategies in marketing for
organisation to meet reputation and brand's goals. They are responsible for handle all
promotional activities and positioning of company, product and services that organisation sells
(Armstrong and Landers, 2018). Managers raise brand awareness in market among people
through creation of different marketing campaigns.
Skills
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 Content Management System: Most of organisation sites are built on back of CMS
which facilitates in updating content on sites in easy manner. It is important to attract and
reach customers on wider terms. In this system managers need high level of skills to
create effective content fro websites. In context of Bentley, they luxury cars and dealing
with standard consumers, to attract more people and this system work on providing
effective content for websites.
 Analytics: Reading resorts of Analytics is key skills to find out right direction for
suitable marketing campaigns (Chatterjee, Pereira and Bates, 2018). This is useful skills
in modern marketing activities in entire world. What company's average clients are looks
like, how videos or posts are performing. Morden tools such as Facebook, Instagram
pixel provide permission for highly depth understanding of the potential consumers
across nearby limitless grades of ability and classification to find out appropriate and
relevant information, so managers apply it positions a profession in marketing to excel.
Bentley company' manager use this tool because it play important role in analytics to
manage customers and track information how many people are interesting in buying cars.
 Interpersonal skills: To communicating with clients, marketers require effective or
strong interpersonal skills. It assist in enhance ability to convince people to pursue their
selected way for marketing campaigns or business project during phase of planning. It
also build strong relationship with clients and reduce any barriers. Bentley's manger use
effective interpersonal skills to provide better experience.
Knowledge
 Sales and Marketing: In case of Bentley, Marketing managers have knowledge about
sales and marketing field which includes principles, methods, promotion activities,
selling services and products, marketing strategies, sales techniques, tactics,
demonstration of products, sales control system and many more (Diez-Arroyo, 2020).
These knowledge are essential to increase growth of business and sales.
 Law and government: In terms of Bentley, managers have knowledge about laws and
regulation framed by government which consider legal codes, precedents, executive
orders, democratic political process, court process and many more to operate business
under government rules and regulation in smooth manner so company can avoid any
restrictions and penalties.
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 Product and processing: This knowledge includes production process, raw materials,
cost, quality control and some techniques for enhancing effectual manufacture or
distribution of products. In terms of Bentley company, they have knowledge about
process and product because company provide training to them for better performance.
Behaviour
 Transparency: Marketing managers must have clear thoughts and trustworthiness in
company (Fowler, 2018). Bentley company;s marketing manager maintain transparency
in market so people can trust their brand and company can enhance sales.
 Ethical Behaviour: It is characterized by equity, fairness and honesty in professional,
interpersonal and in promotional activities. It respects diversity, dignity of people or
consumers. It is also important to behave with people or customers in polite manner so
people can feel happy and ready to buying car.
P2:Examine a completed personal skills audit to analyse suitable knowledge, behaviour and
skills, develop a professional development plan in marketing job role
To understand in better manner about individual development, most essential concept that
can be taken by Marketing manager to analysis via appropriate SWOT analysis, to observe any
performance on individual basis and various risks related to condition strength, weakness,
opportunities and threats. There is require to evaluate every promotional activity's performance
in order to manage data about marketing work or related to performance (Mohanty and Shankar,
2019). Marketing manager role in Bentley that can be explained below through Swot Analysis;
SWOT Analysis
Strength Weakness
 Marketing Manager;s strength is they
have high convince skills to convince
to people and enhancing sales. They
have lots of best skills which are
important in this field.
 Some marketing managers have lack or
knowledge about market trends and
they cannot convince to people it
impact on business in negative manner.
Opportunity Threat
 In current scenario digital platforms
provide more opportunities to
 Due to raising digital marketing
competitors are also increasing in
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marketing department. Managers can
easily perform promotional activities
through different channels and reach
more people and also explore more
markets.
market because through digital
platforms brand awareness is increasing
day by day among people and they
have wider choice to buy product.
After Analysing knowledge and skills of individual through SWOT model on marketing
manager is strong and some are crating issues in future business growth and in personal Audit
skills or development plan (Mone, London and Mone, 2018). It assist in enhancing in weak area
so that business project can by achieve in efficient and effectual way.
Personal Skill- Audit
Skills Personal Audit Questionnaire 1 2 3 4 5
Content Management
System
Effective content *
Good in understanding of content for digital
platforms
*
Analytics
Good in simple analysis *
Good in determining various factors related to
marketing activities based on actual basis.
*
Effectual representation by following graphs *
Interpersonal Skills
Effective in communicating with others *
Good in retaining the relations and satisfaction
of customers
*
Sales and Marketing
Effective in promotional activities and
enhancing sales of business
*
Effective in guiding workforce *
Law and government Effectual knowledge conduct codes *
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Effective in adopting laws or regulations *
Product and
processing
Good knowledge about company's product and
it's process
*
Transparency Good in managing transparency or trust with
fair and clear vision
*
Ethical Behaviour
Attractive behaviour towards customers and
business
*
1 bad, 2 not bad, 3 average, 4 good, 5 excellent
Professional development plan
What do I want What will I do to
achieve this
What resources
or support will I
need
What will my
success criteria
be
Target
accomplished
dates for review
Enhance
Content
management
system skills
By participating
various content
writing classes
through online,
where they teach
how can create
effective content
and manage them
on different
platforms.
Through internet,
social media,
some academic
websites, online
and offline
classes,
supervisor and
many other.
This skills are
assist in
increasing content
standards and
they can manage
quality in
effective manner
to reach people
and retain
customers.
Within one month
time period they
can achieve
target.
Build Analytics
skills
Learning is must
to achieve this.
About new tools
Through adopting
Analytics tools
and techniques.
This skills assist
in Analyse
performance and
Minimum Two
weeks and
maximum three
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every one don't
have knowledge
to how to use
tools in right
manner.
Managers can
take training and
learn about use of
tools.
Managers can
take support from
supervisors also
who have
experience.
control as per
outcomes so
company can
achieve right
goals and
marketing
objectives.
weeks.
TASK 2
P3:Examine difference between organisational and individual learning, development and training
There are
Basis Organisational Learning Individual Learning
Meaning It is procedure of making, retaining
or transferring effective knowledge
in company. Industry improves in
better way over time as it enhance
experience (Wang, Lee, Zhang and
Wei, 2018). This experience assist
in create knowledge and it is on the
basis of wider, any topic covering
that could improve an organisation.
This procedure consider a changes in
behaviour or knowledge of agent. It
determine the difference between
primary or secondary moment. Agent
can gain new information, develop
various representation of any situation
and find new strategies.
Objectives The major motive of this, to
examine requirements and needs
that have negative and positive
impact on business. It set business
objectives for further time as by
gaining more experience.
The major objective of this is to
increasing knowledge and skills for
professional and personal growth.
That is adopted by individual learning
potential.
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Comparison between development and training
Basis Development Training
Concept It is essential for organisation to
understand customer's wants about
product and services in market.
Basically development define
launch of new products and
services, introduce a variant of
product and make some changes
or innovation in services or goods.
In marketing field there main focus
on customer's demand and needs in
market. So marketing department
provide training related to
promotional activities and how to
convince people to increasing sales
of business through adopting
various sources.
Nature Nature in marketing field of
development is consumer oriented
because organisation exist to
satisfy needs of human (Widmann
and Mulder, 2018). Exchange
process between buyer and seller.
Training is must in different
companies. Investment training
programs is not an expense it is a
good investment in human
resources development.
P4:Examine needs for continuous learning and professional development to drive sustainable
performance of business
Continuing professional development defines a combination of ideas, approaches and different
techniques that will assist in manage growth and learning (Nabb, Frank and Bentley, 2020). CPD
focus on firmly on outcomes, the advantages that professional development which can bring in
real world. Basically it is based on practical learning.
 Plan: By applying procedure of regular performance development in company this will
leads to develop efficiency of workforce by improving performance in business task. In
this they plan about development and how to achieve right business goals.
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 Do: After Planning managers execute the plan with optimum utilization or resources and
in budget. In this managers take care about implement right action of plans to achieve
favourable outcomes.
 Record: In this managers record execution process and resources which are needed to
improve performance and focus on development.
 Reflect: In this managers reflect the plans and execution procedure to enhance the
professional development of business.
 Submit: After reflection managers submit the task and work to organisation and find out
the actual performance of CPD.
TASK 3
P5:Demonstrate understanding of how HPW contributes to workforce engagement and
competitive benefits in particular situation in organisation
High performance workforce is one that is collectively effective than average workforce.
It belong of staff that are skilled, more creative, insightful, well equipped and engaged. These
workforce are fit in cultures of organisation in effortlessly manner (Noe and Kodwani, 2018). In
context to Bentley, they maintain performance at higher level and also maintain standards. It also
encourage virtual environment of organisation.
Characteristics of HPW in organisation
 Open Communication: Managers and leaders communicate on regular basis with co
workers and subordinates to provide right direction related to business activities and tasks
require completion. By resolving issues quickly, managers minimize disruptions and give
permission to group members to focus on organisational tasks. In context to Bentley,
managers helps them to enhance performance so it will assist in personal growth and as
well as professional.
 Setting clear goals and objectives: Effectual managers interact in clear vision or set
realistic objectives and goals. By allotting all business task and activities successful
managers assure their workforce to perform towards accomplishing favourable outcomes.
Clearing responsibilities and roles prevents multiple persons from performing same task,
which is not efficient and productive for business.
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 Valuing Diversity: in this faced with critical issues, an effectual manager identify values
that every team member brings. Managers motivate each other to contribute thoughts and
ideas, personal opinions and methods (Sandfort, Ong and McKay, 2019). Creating
positive environment for work makes feel empowered to share suggestions. Every staff in
high performance organisation feel valued and this contributes to maximum productivity
and enhance performance.
Benefits of HPW
 To increase brand values in market by maintaining higher performance.
 HPW assist in better engagement among employees and collective working.
 It helps in provide rewards to employees as per performance outcomes to motivate them.
 Achieve improved financial outcomes.
 Competitive benefits.
 Better knowledges about new techniques and tools through HPW.
 Better interaction process to people in market.
Relation among HRM and HPW
There is effective and healthy relationship among HRM and HPW because both are inter-
depended on each other. HRM provide effective training to employees to enhancing performance
of workforce at higher level. Through this relationship between employees and organisation
build in strongly (Sen and Sener, 2020). In context to Bentley, they have standardized products
and services so maintain performance in effectual and efficient manner. HPW totally based on
HRM because mangers are manage entire business activities and performance.
Role of HRM
HRM play important role in organisation such as in setting policies, benefits and
compensation, staffing, retention, worker protection, employment laws and regulations. In
context to Bentley, manager provide special training sessions and programs to employees and
also provide more career opportunities in their organisation to people. They manage all staffing
process to hire best and skilled people for their business.
In current scenario HPW contribute best efforts in organisation because in technical
world employees engagement is most important to achieve higher level of performance. Latest
technology requires more skills to use them in right manner and in this collective work is
essential to achieve favourable outcomes.
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