Marketing Concept Webinar Presentation - Nelson College London 2022

This presentation provides an overview of the marketing concept in the 21st century, emphasizing the use of digital technologies and Omni-channel marketing to enhance consumer satisfaction. It highlights the importance of marketing roles such as the Chief Marketing Officer and Marketing Manager, along with key competencies like creativity and communication. The presentation also explores the interrelation of the marketing function with other functional areas within an organization, such as HRM and finance, to ensure comprehensive service delivery to consumers. It concludes that marketing plays a crucial role in achieving organizational vision by building a loyal consumer base and supporting the overall organizational machine.

MARKETING
CONCEPT WEBINAR

 Introduction
 Marketing in 21s t century
 Marketing roles and responsibilities
 Marketing competencies
 Marketing and functional areas
 Marketing function
 Concussion
 References
TABLE OF CONTENT

 Marketing field is important
for survival of the company
as it deals with increasing
sales of the company directly
through actions and
strategies.
 Different types of marketing
tactics are employed by
businesses to succeed in their
industry.
INTRODUCTION

 Marketing is an important functional
area of business which helps the
company build a loyal consumer base
and gain competitive advantage by
effectively interacting with the target
audience.
 Marketing function is defined as the
actions taken by a company to
promote products and services of the
enterprise by conducting marketing
research.
MARKETING IN 21S T CENTURY

 The main role of marketing in
the 21s t century is managing
the product or service offered
by the company.
 In the current age, product or
service management involves
usage of digital marketing
channels to support
betterment of the consumer
journey.
MARKETING IN 21S T CENTURY

MARKETING IN 21S T CENTURY
• The role promotion and selling has
also evolved in the 21st century as
digital technology is used by
businesses to reach beyond simple
marketing communication, to
personalized interaction with each
consumer so that their needs and
demands are met at every point of
the consumer experience journey.

• The main leadership roles in
the marketing field are chief
marketing officer and direct
of marketing.
• Chief marketing
officer: The chief marketing
officer is given the
responsibility of overseeing
marketing operations at the
company.
MARKETING ROLES AND
RESPONSIBILITIES

 In context of Apple the
company ensures that the
most talented pool of
individuals is recruited
at the marketing
department of the
company.
 This involves searching
for talented individuals
in the global workforce.
MARKETING COMPETENCIES

 The relation between marketing
function and other functional areas
of the company are provided below:
 Marketing and HRM: The
marketing function in a company
collaborations with HR function in
order to develop suitable employer
branding so that talented employees
can be attracted to the company.
POTENTIAL MARKET
OPPORTUNITIES

 The marketing function supports wider
organisation in attainment of
organisational vision because it helps
the company build a loyal consumer
base which can take the company
towards attaining organisational
vision.
 In terms of supporting organisational
machine marketing function plays an
important role.
MARKETING FUNCTION

 From the discussed presentation, it is concluded that the role of
marketing in the 21s t century focuses on using digital
technologies and enhancing Omni-channel marketing to improve
consumer satisfaction. Marketing roles are important for success
of a company which includes the role of chief marketing officer
and marketing manager. Creativity and communication are
common marketing competencies and the marketing function is
interrelated with other functions such as finance to provide
satisfactory services to consumers. .
CONCUSSION

 Tandoc, E. C., 2019. Analyzing analytics: Disrupting journalism
one click at a time. Routledge.
 Richards, M. B. and Marshall, S. W., 2019. Experiential learning
theory in digital marketing communication: Application and
outcomes of the applied marketing & media education norm
(AMEN). Journal of Marketing Development and
Competitiveness, 13(1). pp.86-98.
 Bly, R. W., 2018. The Digital Marketing Handbook: A Step-by-
step Guide to Creating Websites that Sell. Entrepreneur Press.
 Brooksbank, R., Subhan, Z. and Calderwood, R. J., 2018. How
applicable are conventional strategic marketing practices in
emerging markets? An exploratory study in India. International
Journal of Emerging Markets.
REFERENCES