Marketing Communication Industry Report: Structure, Roles, and Career

This report provides a comprehensive overview of the marketing communication industry. It begins with an introduction to marketing, its key principles (Product, Price, Promotion, and Place), and market structure, including buyers, suppliers, and competitive forces. The report then explores the departmental structure and functions within a marketing organization, highlighting the roles of various departments like advertising, R&D, and public relations. Ethical and legal responsibilities of marketers are also discussed, along with the activities marketers perform and relevant industry networks. Part B focuses on Marcomms Australia, detailing its department structure, operating environment, and its role in brand development and strategic communication. The report concludes with a stakeholder analysis and a career plan, including skill gaps and opportunity descriptions, providing a roadmap for a marketing career. References support the analysis.

Running head: MARKETING COMMUNICATION INDUSTRY
MARKETING COMMUNICATION INDUSTRY
Name of the Student
Name of the University
Author note

1MARKETING COMMUNICATION INDUSTRY
Part A: Industry overview
Marketing and key principles
The aim of the report is to underline marketing and its related functions and principle
through a spectrum of an marketing communication industry. Marketing is a process in which
interested and potential customers sought to purchase a particular product of service. It
encompasses a whole range of activities of researching market and its potential customers,
promoting, selling and dispatching the product or service(Varadarajan 2018). The key
principles of marketing strategy are Product, Price, Promotion and Place. The strategy
involves integration of four Ps effectively to increase sales of the product or service.
Market structure
The marketing structure comprise of buyers, suppliers, potential entrants and
substitutes. The buyers have the power to influence the price of the product and service while
suppliers fixes the price of the product according to the dynamics of the marketing.
Competitive forces and key players
The competitive forces influencing the marketing strategy are bargaining power of the
buyers and suppliers, threat of new entrants and rivalry among the existing companies. These
are the key players on whose behavior marketing strategy is designed to undermine or
neutralize there extreme stance of any player and effect sales in a cut throat competitive
market. New entrants in the market allows customers to choose from a diversified range of
product and services. The real challenge becomes to retain existing customers and attract new
ones in a diversified market(Laurie and Mortimer 2019). Rivalry among the existing
companies, where every company comes up with new promoting techniques like discounts,
offers, freebies, innovation, prizes and lucky draw, it necessary for the company to create a
constant place and retain its market share.

2MARKETING COMMUNICATION INDUSTRY
Departmental structure and functions of Marketer
The marketing structure comprise of advertising and promotion department, research
and development department, Public relations department, content creation department.
These department is headed by a marketing manager who ensure that there duties are in align
with the marketing strategy and marketing plan. The head managers ensure integration and
collaboration to achieve their marketing goals. R&D department conduct a marketing
research to identify the potential customers, marketing place or location, mapping of demand,
etc. This data is utilized by advertising and promotion department to reach the customers
through a online advertisements or billboards, campaigns, etc. Content department is trained
to brainstorm and create creative content, graphic designer bring about graphics which are
matched with jingles. Public relations department ensures building up right spirit of
relationship with external customers and resolve their grievances.
Role of marketing within society
Marketers have some ethical and legal responsibility to market their product within
the broad framework of rule and regulations. The product should have a positive image in the
society which can be build only by right content and creative ideas. Derogatory content like
advertisement with gender biasness, false representation of goods or service, exaggeration of
product qualities can backfire. Marketers should have a social and moral responsibility to
market their product with right message or content.For instance, Nike a sportswear brand has
identified itself with renowned players like Serena Williams to show women empowerment.
Emirates talks about carbon footprint reduction and waste management. This makes
advertisers to comply with social responsibility while creating profits from the customers.

3MARKETING COMMUNICATION INDUSTRY
Activities marketers performs are marketing communications, public relations,
strategic communications, stakeholder communications, stakeholder engagement, issues
management, brand development, copy writing, communications audits,etc.
Relevant networks for a market industry are media networks, government
organizational networks and legal networks. The names of the companies associated are
Auster Telecommunications, Ansell consumer goods, Babock and Brown, financial services.
Part B – Focus on Marcomms Australia
Department structure and operating environment
The department structure of Marcomms Australia comprise of Stakeholder
engagement which is involved in making strategies that ease the process of making an
informed decision, allow collaboration among stakeholders of the company (marcomm.au.
2019). Public relations department ensure purpose driven communication strategies that adds
value based messaging and raise awareness and understanding of the product, service or any
public or policy issue. Marketing communication department activities help the its clients to
position the brand as a market leader and add brand value through high impact mediums.
Three Role in Marcomms
The organization plays a crucial role in brand development through innovative
marketing and communication strategies to rejuvenate its stance in the market. Marcomms
also provide strategic communication and marketing and issues management of its clients.
The company undertakes website and video production, brochures and newsletters for its
client to communicate with its external stakeholders.
Stakeholder analysis and marketing strategy

4MARKETING COMMUNICATION INDUSTRY
Marcomms follow a sequence for stakeholder management and communication.
Firstly, it identifies the relevant stakeholders and their aims, objectives and aspirations from
the company. When the expectations of the stakeholders are ascertained the company ensure
create a strategy for working with them. Planning an effective communication strategy and
coordinate with them to execute the plans with due care and determination.
Career Plan
Description Skill and attributes Legal Obligation of
role
Information source
Marketing Strategist Conducting market
research and analyzing
data and creating data
base for market
strategy. Competitor
analysis, statistical data
analysis.
Working with the
rules and regulation
of the company
policies and legal
framework. Legal
responsibility in
undue manipulation
of any data.
Marketing expertise
in R&D. creating
marketing plans and
campaign.
Skill Gap- learning statistical data analysis, creating marketing plan as per the dynamics of threat of
new entrants, bargaining power of buyers and suppliers, and other parameters.
Opportunity Description Time frame
Marketing manager, Head of
the Marketing team, Vice-
President of marketing
department.
Handling a team of marketing
professionals , approving
marketing plans and campaign,
approving global marketing
advertisement and promotions,
After a period of five Years.

5MARKETING COMMUNICATION INDUSTRY
Analyzing the global trends.
References
Varadarajan, R., 2018. Advances in strategic marketing and the advancement of the
marketing discipline: The promise of theory. Journal of Marketing Management, 34(1-2),
pp.71-85.
Laurie, S. and Mortimer, K., 2019. How to achieve true integration: the impact of integrated
marketing communication on the client/agency relationship. Journal of Marketing
Management, 35(3-4), pp.231-252.
https://www.marcommsaustralia.com.au/https://www.marcommsaustralia.com.au/
Day, G.S., 2018. Organizing Marketing for an Era of Digital Turbulence. Handbook of
Advances in Marketing in an Era of Disruptions: Essays in Honour of Jagdish N. Sheth,
p.135.