Introduction to marketing and communications
Introduction to marketing and communications

The following In-house Advisor practice note provides comprehensive and up to date legal information covering:

  • Introduction to marketing and communications
  • Overview of the marketing/communications department
  • Typical legal issues
  • Questions to ask the marketing/communications department

Overview of the marketing/communications department

The nature of the marketing department’s activities within your organisation will vary depending on a number of factors, such as your organisation’s size, industry, and whether or not it is a large global or national organisation with multiple offices, or an SME. Typically, the marketing team will be responsible for all advertising and promotional campaigns for your business, ensuring that your products/services are featured and promoted online, through social and other media, in appropriate trade journals, at trade shows, and other events. They are also likely to deal with organising events, such as workshops, networking and industry events specifically geared at promoting your organisation’s brands, as well as generating brochures, product leaflets, posters and other marketing materials to provide information geared towards your customers and prospective customers to encourage them to buy, or to continue to buy your products/services. They generally work very closely with the sales department as well as the product development team.

The marketing team is usually geared towards gaining a wider audience for your organisation’s product and services, and will do this in a number of ways, such as:

  1. exploring the potential to delve deeper into your organisation’s existing markets

  2. selling your existing products/services to a wider customer base

  3. looking at developing new products/services for your existing customer base; and/or

  4. looking at developing new products/services for new

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