Job description of a marketing analyst [name of organization]

This job description has been developed and approved in accordance with the provisions and other legal acts governing labor relations.

1. General Provisions

1.1. The marketing analyst belongs to the category of specialists and reports directly to [title of the position of the head].

1.2. A marketing analyst is appointed to a position and dismissed from it by order of [position name].

1.3. A person who has a higher professional education in the specialty [insert as appropriate] and at least [value] years of work experience in the specialty is accepted for the position of a marketing analyst.

1.4. The Marketing Analyst should know:

Legislative and other regulatory legal acts regulating the implementation of entrepreneurial and commercial activities;

Legislative and other regulatory legal acts in the field of analytical activities;

Market economy, entrepreneurship and basics of doing business;

Fundamentals of commercial pricing;

market conditions;

Assortment, classification, characteristics and purpose of goods;

Fundamentals of Marketing;

Patterns of market development and the formation of demand for goods;

Marketing research methods;

Information processing methods using modern technical means;

Basics of labor legislation;

Internal labor regulations;

Rules and norms of labor protection, safety measures, industrial sanitation and fire protection of construction sites.

2. Job responsibilities

The Marketing Analyst is responsible for the following:

2.1. Implementation of search, collection and analysis of marketing information.

2.2. Study of the features of the promoted product, analysis of consumer requirements for the product based on the results of marketing research.

2.3. Conducting assortment analysis.

2.4. Studying the market for similar goods and services (analysis of demand and consumption) and its development trends.

2.5. Forecasting sales, planning volumes of purchases and production.

2.6. Development of proposals to minimize costs.

2.7. Analysis of operational data on the results of sales, balances, shortages.

2.8. Analysis of specific activities of the marketing plan, identification of weaknesses, if necessary, return for revision.

2.9. Analysis of the client base.

2.10. Identification of unsatisfactory product parameters, customer requirements for the product and bringing them to the management to adjust the product, giving it new consumer properties.

2.11. Monitoring activities and marketing activities of competitors.

2.12. Monitoring publications, including in Russian and foreign media.

2.13. Development and maintenance of a database on the market (competitors, segments, product categories, prices).

2.14. Preparation of a weekly news block of information.

2.15. Preparation of analytical reports, marketing justifications and recommendations.

2.16. Preparation of presentations for management and potential partners.

2.17. Identification of threats to the development of the organization, development of a plan of anti-crisis measures.

2.18. [Other Job Responsibilities].

3. Rights

The Marketing Analyst has the right to:

3.1. For all social guarantees provided for by the legislation of the Russian Federation.

3.2. Receive information about the activities of the organization necessary for the performance of functional duties from all departments directly or through the immediate supervisor.

3.3. Submit proposals to management to improve their work and the work of the organization.

3.4. Get acquainted with the draft orders of the management relating to its activities.

3.5. Sign and endorse documents within their competence.

3.6. Participate in meetings that discuss issues related to his work.

3.7. Require management to create normal conditions for the performance of official duties.

3.8. Improve your professional qualifications.

3.9. [Other rights under labor law Russian Federation].

4. Responsibility

The Marketing Analyst is responsible for:

4.1. For non-fulfillment, improper fulfillment of the duties provided for by this instruction - within the limits determined by the labor legislation of the Russian Federation.

4.2. For offenses committed in the course of carrying out their activities - within the limits determined by the current administrative, criminal and civil legislation of the Russian Federation.

4.3. For causing material damage to the employer - within the limits determined by the current labor and civil legislation of the Russian Federation.

The job description was developed in accordance with [name, number and date of the document]

Head of Human Resources

[initials, last name]

[signature]

[day month Year]

Agreed:

[job title]

[initials, last name]

[signature]

[day month Year]

Familiarized with the instructions:

[initials, last name]

[signature]

[day month Year]

The marketing profession has a rather short history, but it is developing very quickly. More recently, some hundred years ago, marketing referred to advertising. And only at the beginning of the twentieth century it was singled out as a separate specialization.

Since this profession is quite new to Russia, the job responsibilities of a marketer can vary greatly in different companies. In the article we will consider the standards that the Russian Marketing Association has set.

Main responsibilities

A large number of people do not even know what kind of profession it is, a marketer. You can get some idea of ​​​​the profession if you find out what the functions of a marketer are. So the main responsibilities are:

• market research;
• interaction with clients;
• study of competitors;
• development of a client base;
• search for new trends;
• financial analytics.

Let's take a closer look at each of these functions.

Market research

Market research is perhaps one of the most important functions.

It is necessary to be aware of all fluctuations in the market and be able to quickly adapt to any changes. This is due, first of all, to the fact that if a company is not able to quickly respond to market changes, then it will inevitably suffer losses and give up its positions to competitors.

The main tools that allow the marketer to cope with this function are the media, the study of competitors' offers and communication with the end consumer of the product. In addition to the fact that it is necessary to collect this data, you need to be able to analyze it correctly and apply the results obtained in the enterprise.

Customer Relations

Communication with clients is extremely important. The job description of a marketer must include this item..

Only by communicating with people who are consumers of the products of an enterprise or company, one can identify shortcomings and shortcomings. Interaction with customers allows you to answer several important questions:

• Why is this product being purchased?
• motives for buying this particular product;
• why the product of your company;
• product defects;
• whether customers are interested in additional services.

Thus, this communication will allow you to identify the motivations of your customers when buying a product and decide what makes you different from your competitors. In addition, by answering your questions, customers will express their dissatisfaction and criticism, which will allow you to become even better.

Read also: Responsibilities of a PR manager

Studying competitors

First of all, you should pay close attention and constantly “monitor” the prices of similar products from competitors. You need to know exactly what and how your competitors are better than you. And, finally, one of the main questions is why customers go to them, and not to you.

In general, studying competitors is quite simple. The presence of company websites, groups in social networks allows you to easily study prices and products, and even buyers' opinions about competitors' companies.

Development of a client base

One of the functions that a marketing specialist performs is to find new buyers interested in the product. In addition to finding buyers, the marketer is looking for new market segments or even a new market for selling the company's products or services.

All this information is extremely important, for example, for advertising campaigns. Especially if the strategic plans of the enterprise include the coverage of a new target audience.

In order to get new customers, it is necessary to identify their needs - in fact, this is the function of a marketer.

Search for new trends

Finding something new is always a marketing concern. It is necessary to identify the needs of customers and put them into practice. For example, expand the geography of delivery or increase the opening hours of your office. Actually, any measures that will help meet more customer needs and relate to this function.

financial analytics

Working with money also refers to the functional responsibilities of a person who holds the position of a marketer. A good marketing specialist can calculate the turnover of a firm, market, or competitors.

When conducting analytics, the following points should be highlighted:

• dynamic fluctuations in the market;
• development of competitors;
• revenues for various market segments;
• income and profit in terms of a commodity unit produced by the enterprise.

Financial analysis may not be the main function of this specialist, but it is an important part of the work that is the responsibility of an Internet marketer.

APPROVE:

[Job title]

_______________________________

_______________________________

[Name of company]

_______________________________

_______________________/[FULL NAME.]/

"______" _______________ 20___

JOB DESCRIPTION

Marketer

1. General Provisions

1.1. This job description defines and regulates the powers, functional and job duties, rights and responsibilities of a marketer [Name of organization in the genitive case] (hereinafter referred to as the Company).

1.2. A marketer is appointed to a position and dismissed in accordance with the procedure established by the current labor legislation by order of the head of the Company, on the proposal of the commercial director of the Company.

1.3. The marketer belongs to the category of specialists and reports directly to the head of the marketing department of the Company.

1.4. The Marketer is responsible for:

• timely and high-quality performance of tasks for their intended purpose;
• performance and labor discipline;
• safety of information (documents) containing information constituting a trade secret of the Company, other confidential information, including personal data of the Company's employees;
• ensuring safe working conditions, maintaining order, complying with fire safety rules in the premises of the department.

1.5. Persons with a higher professional (economic or engineering-economic) education and at least 1 year of work experience in the specialty in the field of marketing can be appointed to the position of a marketer.

1.6. In practice, the marketer should be guided by:

• legislation, regulatory legal acts, as well as local acts and organizational and administrative documents of the organization (enterprise), regulating the work of marketing, the activities of the sales service and department;
• internal labor regulations;
• rules of labor protection and safety, ensuring industrial sanitation and fire protection;
• instructions, orders, decisions and instructions of the immediate supervisor;
• this job description.

1.7. The marketer must know:

• legislation, regulations on the organization of marketing and advertising activities;
• the organizational structure of the Company, the system for marketing products, the procedure for its functioning, the organization of the work of the department;
• current and prospective needs of the department in resources, methods of their planning and forecasting;
• tasks of the department to meet the needs of the Company in marketing support, its ability to solve these problems;
• methods of analysis of marketing activities;
• the procedure for organizational and informational interaction of the department with other divisions of the Company;
• the procedure for developing marketing plans;
• organization of operational accounting of the results of marketing activities;
• criteria for evaluating the effectiveness of the department;
• advanced domestic and foreign experience in the field of marketing;
• the composition and structure of the documentation of the department;
• means of computer technology, communication and communications;
• labor protection rules and regulations.

1.8. During the period of temporary absence of a marketer, his duties are performed by a person appointed in the prescribed manner. This person acquires the appropriate rights and is responsible for the proper performance of the duties assigned to him.

2. Job responsibilities

The marketer is obliged to carry out the following labor functions:

2.1. Ensure timely and high-quality performance of the daily tasks assigned to him in strict accordance with the approved procedure (regulations) and work technology.

2.2. Regularly analyze the consumer properties of the Company's products, forecast consumer demand and market conditions.

2.3. Take part in drawing up long-term and current plans for the production and sale of products, identifying new sales markets and new consumers of the Company's products.

2.4. Ensure coordination of the activities of the structural subdivisions of the department for the collection and analysis of marketing information, the creation of a data bank for the marketing of the Company's products.

2.5. Organize the study of consumers' opinions about the Company's products and monitor the timely elimination of deficiencies indicated in complaints and claims received from consumers.

2.6. Submit proposals on the formation of the corporate identity of the Company and corporate design of products for consideration by the management.

2.7. To study, generalize and apply in the daily activities of the department advanced domestic and foreign experience in the field of marketing.

2.8. Timely and fully work out and submit reporting and other documentation to officials with appropriate powers.

If necessary, a marketer may be involved in the performance of his official duties overtime, by decision of the head of the Company, in the manner prescribed by labor legislation.

3. Rights

The marketer has the right:

3.1. Make decisions in order to properly organize marketing, ensure the daily activities of the department, on all issues related to its competence.

3.2. Prepare and submit to the immediate supervisor their proposals for improving marketing, the activities of the department (its additional personnel, logistics).

3.3. Participate in the work of collegiate management bodies when considering issues related to marketing and the activities of the department.

4. Responsibility and performance evaluation

4.1. The marketer bears administrative, disciplinary and financial (and in some cases, provided for by the legislation of the Russian Federation - and criminal) responsibility for:

4.1.1. Violation of the provisions of the law, regulations, as well as local acts and organizational and administrative documents on marketing issues.

4.1.2. Failure to comply with the instructions of the immediate supervisor regarding the organization of marketing, the activities of the department and the fulfillment of its tasks.

4.1.3. Failure to comply with the requirements for ensuring the safety of information and documents containing confidential information.

4.1.4. Unlawful use of the granted official powers, as well as their use for personal purposes.

4.2. Evaluation of the work of a marketer is carried out:

4.2.1. Direct supervisor - regularly, in the process of daily exercise by the employee of his powers.

4.2.2. Attestation Commission of the enterprise - periodically, but at least once every two years based on the documented results of the work for the evaluation period.

4.3. The main criterion for evaluating the work of a marketer is the quality, completeness and timeliness of his performance of the tasks provided for by this instruction.

5. Working conditions

5.1. The mode of operation of a marketer is determined in accordance with the internal labor regulations established at the enterprise.

5.2. In connection with the production need, a marketer can go on business trips (including local ones).

Familiarized with the instruction ___________ / ____________ / "____" _______ 20__

A marketer is a specialist who studies market demand and supply for certain goods and services, and also organizes the sale of company products. No company that produces any goods or services can do without a specialist in studying the tastes of consumers and promoting products, unless, of course, it is interested in increasing sales. Therefore, the profession of a marketer is promising both in terms of career growth and in terms of wages.

Places of work

Today, there is a position of a marketer in every company, even the smallest one, which is actively engaged in the promotion and sale of its products - be it a bank, an industrial holding or an ice cream company. With the development of the Internet and, accordingly, the expansion of the consumer audience, the marketing analyst, who professionally assesses the tastes of this audience and market trends, has become an almost indispensable member of the sales department. In addition, an Internet marketer is a very sought-after specialist in consulting companies that conduct online marketing research for their clients.

History of the profession

The need for such specialists arose around the middle of the last century, and in Russia the first marketers appeared only by the 90s of the 20th century. But those who consider the marketing profession to be young are mistaken - the first marketers were known in Europe as early as the 17th and 18th centuries. The clerks of trading companies traveled "through towns and villages", finding out what goods the inhabitants of a particular locality liked best - to whom Lyon velvet, and to whom English cloth. This was done so that the goods would not be stale in warehouses and the merchants would not incur losses if they brought unsuitable products.

Responsibilities of a Marketer

The list of what a marketer does is not too extensive, but, nevertheless, the job responsibilities of a marketer are quite serious and responsible. Its functions include:

• Monitoring and analysis of the current situation on the market. Preparation of market development forecasts;
• Making recommendations to increase sales and brand awareness:
  • pricing advice;
  • coordinating the effective creation of advertising and its use;
  • recommendations to merchandisers on the layout of goods;
  • Development and subsequent implementation of sales strategies.

In addition to the above responsibilities, a specialist is sometimes required to:

• Audit of retail outlets (usually in large companies engaged in the sale of consumer goods);
• Writing articles, press releases and their publication in specialized media;
• Participation in exhibitions and conferences;
• Support and development of Internet sites (as a rule, of an advisory nature).

Requirements for a marketer

As a rule, employers have the following requirements for what a marketer should know:

• Knowledge of the characteristics of the studied market;
• Ability to engage in analytical work, collect and process statistical data, draw up reports;
• Strong knowledge of PC and office equipment;
• Ability to correctly express your thoughts orally and in writing;
• Profile higher education.

In addition to these basic ones, some employers put forward additional requirements:

• Willingness to travel (travel to conferences and exhibitions);
• Knowledge of English (upper-intermediate level);
• Possession of a category B driver's license.

marketing resume sample

How to become a marketer

Marketing skills are successfully mastered by people with higher economic or sociological education. In addition, many universities have already introduced the direction of training "Marketing", whose graduates can become full-fledged marketers.

Another way into marketing is through advertising. It is enough to get a job in any advertising agency and start participating in projects, helping advertisers to promote their goods and services. At first, no one will let you make decisions, but after 1-2 years you will master marketing and advertising a lot.

Marketing manager salary

As a rule, the salary of a marketer, like any other specialist, depends on the region of his residence and the specifics of the employing company. The figures here range from 20 to 120 thousand rubles, and the average salary of a marketer is about 40 thousand rubles.

Where to get training

In addition to higher education, there are a number of short-term studies on the market lasting, as a rule, from a week to a year.

Interregional Academy of the construction and industrial complex and its courses of the direction "".

The Institute of Vocational Education "IPO" invites you to take distance courses in the direction "" (there are options 256, 512 and 1024 academic hours) with a diploma or a state-issued certificate. We have trained over 8000 graduates from almost 200 cities. You can study externally, get an interest-free installment plan.

JOB INSTRUCTIONS FOR MARKETING

APPROVE

CEO
Surname I.O. ________________
"________"_____________ ____ G.

1. General Provisions

1.2. A marketer is appointed to a position and dismissed from it by order of the general director.
1.3. The marketing manager reports directly to the CEO.
1.4. A person who meets the following requirements is appointed to the position of a marketer: higher professional education in the specialty "Marketing" or higher professional education and additional training in the specialty, work experience in the relevant field for at least a year.
1.5. During the absence of a marketer, his rights and obligations are transferred to another official, which is announced in the order for the organization.
1.6. The marketer must know:
– fundamentals of marketing, its principles, tasks and methods of marketing research;
- the main technological and design features, characteristics and consumer properties of the goods sold;
— methods for studying market conditions and developing forecasts for the demand for goods sold;
- methods for studying the motivation of consumers' attitudes towards goods;
— Fundamentals of management and budgeting.
1.7. The marketer is guided in his activities by:
- legislative acts of the Russian Federation;
— Charter of the organization, Internal Labor Regulations, other regulatory acts of the company;
- orders and directives of the management;
- this job description.

2. Job responsibilities of a marketer

The Marketer performs the following job responsibilities:
2.1. Performs work on the study of the main factors affecting the dynamics of consumer demand for goods, the ratio of supply and demand for similar types of goods.
2.2. Based on the results of marketing research, he develops a general marketing strategy for the company.
2.3. Develops a marketing budget and manages allocated funds.
2.4. Conducts categorization and identifies priority groups of potential consumers to develop activities that contribute to the expansion of the product sales market.
2.5. Assesses the prospects for the development of the market, the company's prospects for the development and conquest of a particular market segment; develops a go-to-market strategy.
2.6. Determines the required assortment of goods, pricing policy for goods.
2.7. Develops proposals for the individualization of goods to transfer information to manufacturers or independently impart individualizing characteristics to goods (packaging, etc.).
2.8. Defines distribution channels - their types, characteristics, policy of creation and use; develops concepts for creating dealer and distribution networks.
2.9. Organizes the collection of information from consumers about satisfaction with goods, claims and complaints about goods; determines the forms and methods for eliminating deficiencies in claims and complaints received from consumers.
2.10. Keeps in touch with the market through advertising, information service to inform consumers and promote products; organizes the development of a promotional strategy.
2.11. Develops incentive measures (both active - through a system of discounts, incentives, etc., and passive - through the quality and design of goods, image policy) sales.
2.12. Prepares proposals for the formation of the corporate identity of the enterprise and corporate design of promotional products.
2.13. Analyzes the effectiveness of marketing activities; monitors the marketing campaigns of competitors, analyzes them, makes adjustments to their own marketing activities.

3. Rights of the marketer

The marketer has the right:
3.1. Represent the interests of the enterprise in relations with state bodies, local governments, third-party organizations on issues of marketing sales of goods.
3.2. Request from the structural divisions of the enterprise information and documents necessary for the performance of his duties.
3.3. Interact with the heads of all structural divisions on marketing issues.
3.4. Sign and endorse documents within their competence.
3.5. Submit proposals for improvement of the work related to the responsibilities provided for in this instruction for consideration by the management.
3.6. Require the management of the trade enterprise to ensure the organizational and technical conditions and execution of the established documents necessary for the performance of official duties.

4. Responsibility of the marketer

4.1. For non-performance and / or untimely, negligent performance of their duties.
4.2. For non-compliance with current instructions, orders and orders for the preservation of trade secrets and confidential information.
4.3. For violation of the internal labor regulations, labor discipline, safety and fire safety rules.

JOB INSTRUCTIONS FOR MARKETING

__________________________

(name of company)
APPROVE

_________________________________________________

(director, other official,

authorized to approve the job description)

_________ _______________________________________

(signature) (I.O. Surname)

(date of)
JOB INSTRUCTIONS FOR MARKETING

____________ № ________

1. GENERAL PROVISIONS

1.1. The marketer belongs to the category of specialists.

1.2. A person who has a higher professional (economic or engineering-economic) education and at least 3 years of experience as a category II marketer is appointed to the position of a category I marketer.

1.3. A person who has a higher professional (economic or engineering and economic) education and at least 3 years of experience as a marketer is appointed to the position of a category II marketer.

1.4. A person with a higher professional (economic or engineering) education is appointed to the position of a marketer.

1.5. A marketer is hired and dismissed from work by order of the director of the enterprise on the proposal of _______________________________________________________________________________________________

1.6. The marketer reports directly to ______________________________________________________________ ___________________________________________________________________________________________________________

1.7. In its activities, the marketer is guided by:

1.7.1. regulatory legal acts and other methodological materials regulating the economic activities of business entities of the republic;

1.7.2. methodological, normative and other guidance materials on marketing issues;

1.7.3. the charter of the enterprise;

1.7.4. labor regulations;

1.7.5. orders and instructions of their immediate supervisor;

1.7.6. this job description.

1.8. The marketer must know:

1.8.1. the essence of research activities based on the collection and continuous processing of information about all aspects of the market situation, taking into account the scientific approach;

1.8.2. organization of research work, methods of analysis, system for collecting and processing information, its volume and structure, methods for its effective search and collection;

1.8.3. methods of transmission, processing and storage of information;

1.8.4. prospects for the technical and economic development of a branch of the economy, organizations (firms, associations, companies, businesses);

1.8.5. production capacities, production technology in the organization;

1.8.6. advanced domestic and foreign experience in organizing and improving market and predictive research;

1.8.7. economics, organization of production, labor and management;

1.8.8. fundamentals of labor legislation;

1.8.9. rules and regulations of labor protection and fire safety.

1.9. During the absence of a marketer (vacation, illness, etc.), his duties are performed by a person appointed in the prescribed manner. This person acquires the appropriate rights and is responsible for the high-quality and timely performance of the duties assigned to him.

2. FUNCTIONS

The marketer is responsible for the following:

2.1. conducting marketing research of the production and marketing activities of the organization, its competitors;

2.2. comprehensive study of the situation on the market;

2.3. organization of accumulation and storage of information collected through marketing research.

3. JOB RESPONSIBILITIES

The marketer must:

3.1. conduct research in the field of organization and management of production, economic, commercial and marketing activities of an organization (firms, associations, companies, businesses), regardless of ownership, focused on meeting the needs of real and potential market consumers.

3.2. determine the subject of research and the development of work plans and programs for conducting individual stages of research (development of the market and its capacity, research and development (R&D) and production, export activities in various markets);

3.3. analyze the indicators of production and marketing activities of business entities to determine the effectiveness of their activities in each of the areas of production and marketing, identify the feasibility of changing or maintaining the strategy in these areas;

3.4. to carry out demand research as the definition of market segments through groups of segmentation criteria in order to ensure the market success of a business entity: geographical, national, gender and age, professional, economic, property and commitment to the product of the organization;

3.5. assess the strengths and weaknesses of competitors in terms of the following criteria: R&D volumes, ability to develop new types of products, level of technology, availability of patented inventions, cost structures, access to raw materials, ability and propensity to use credit and equity capital, flexibility in the process of making strategic decisions, breadth of product mix, presence of brands, distribution services, etc., in order to determine possible market share options;

3.6. to study the general conjuncture of the industry from the point of view of its development prospects and in order to identify the gap between supply and demand, i.e. finding gaps in the use, implementation, product range in the activities of competitors;

3.7. analyze the marketing system for industry products in order to identify opportunities and effectiveness of marketing through alternative channels: own distribution network, sales agents, through tenders, etc.;

3.8. give a forecast of the economic situation (credit and financial position of a country or region, investment climate), which may affect the conditions of sale in this market;

3.9. analyze existing and new technologies to determine the life cycle of the most important technological innovations in related industries in comparison with the cycle of existing technological developments in the industry and predict the possible impact of innovations on the sales market for the products of a business entity: research on the structure of personnel and their stimulation, management structure, the current system planning, work style in order to determine the degree of compliance of the organizational structure with the strategic objectives of the organization and the possibility of its restructuring in the right directions;

3.10. analyze the financial aspects of the activities of a business entity to determine the ability to finance existing and prospective areas of their activities;

3.11. to study the cost structure in comparison with the cost structure of competitors to determine the absolute and relative profitability (unprofitability) of operations in the sales market and the possibility of economic costs for production and sales as a guarantee of a new strategy for a business entity;

3.12. conduct a comprehensive analysis of the foreign economic activity of a business entity, develop proposals and measures for the development of progressive forms of foreign economic relations, scientific, technical and economic cooperation with foreign countries;

3.13. collect, process, analyze and systematize scientific, technical and economic information on research problems;

3.14. to form a marketing information system (MIS) as part of an ongoing integrated process for tracking and storing data for future analysis;

3.15. specify and satisfy with the help of MIS the general needs of the marketing service for this or that information;

3.16. prepare information reviews of economic, scientific and technical publications on researched problems in the field of marketing.

The marketer has the right:

4.1. get acquainted with the draft decisions of the management related to its activities;

4.2. submit proposals for improvement of the work related to the responsibilities provided for by this instruction for consideration by the management;

4.3. inform the immediate supervisor about all the shortcomings that have arisen in the course of performing their duties, and make proposals for their elimination within their competence;

4.4. sign and endorse documents within their competence;

4.5. require the management of the enterprise to assist in the performance of their duties and rights.

5. RESPONSIBILITY

The Marketer is responsible for:

5.1. for non-fulfillment (improper fulfillment) of their official duties provided for by this job description - within the limits determined by the current labor legislation of the Republic of Belarus;