Part C – Implementing marketing strategies
Question 1: Roles and responsibilities
Using the case study in the Appendix A as a case study in order to market a small business, the roles and responsibilities have been assigned as below:-
| Internal Resource Name | Role within the business | Marketing responsibilities | |
| Alec Stewart | Chief Marketing Officer | To oversee the overall marketing effectiveness of the organization and work towards the achievement of the desired objectives. | |
| Ian Smith | Digital Marketing Head | To lead the internal team of digital marketing activities such as Social Media Marketing, Google AdWords, Dis and other online promotional efforts. | |
| David Boon | Senior Relationship Manager | To lead the team of lead generation and relation managers in order to acquire & attract new clients and maintain positive relationship with the existing clients. | |
| Angela Mathews | Relationship Manager | To carry out the relation building activities under the supervision of the Senior Relationship Manager. | |
| Daniel Richards | Senior Sales Officer | To convert the qualified leads and achievement of the periodical revenue generation goals of the organization. | |
| Margaret Williams | Online Marketing Manager | To perform the operational responsibilities of different online campaigns as per the specific characteristics of the platforms. | |
| External resource name | Name of the organization they work for | Budgeted Cost | Marketing Responsibilities |
| Rahul Sharma | B.R. Marketing Agency | $2000 | To act as a public relations agent and leverage the opportunities provided by the offline media channels such as events, radio channels, food events etc. |
| Mark Antony | Trident Marketing Consultancy | $2500 | To carry out the responsibilities of bulk email marketing, SMS marketing etc. |
| Diana Hayden | Focus Media | $3000 | To act as training consultant of the internal team of customer service associates and front office employees about effective speaking etiquettes with the clients. |
Question 2: Planning promotional Activities
Appendix I
Non-human resources.
(I.C. RS 3202)