SAGARICA BRAHMA

2017PGP103
Assignment on Functional Analysis of the Dream Job:

JOB TITLE - MARKETING MANAGER

Job Description:

 To plan, direct, or coordinate marketing policies and programs, such as determining

the demand for products and services offered by a firm and its competitors and
identify potential customers
 To develop pricing strategies with the goal of maximizing the firm's profits or share
of the market while ensuring the firm's customers are satisfied.
 To oversee product development or monitor trends that indicate the need for new
products and services.

Tasks

 Identify, develop, or evaluate marketing strategy, based on knowledge of establishment

objectives, market characteristics, and cost and markup factors.
 Formulate, direct, or coordinate marketing activities or policies to promote products or
services, working with advertising or promotion managers.
 Evaluate the financial aspects of product development, such as budgets, expenditures,
research and development appropriations, or return-on-investment and profit-loss projections.
 Develop pricing strategies, balancing firm objectives and customer satisfaction.
 Compile lists describing product or service offerings.

Technology Skills
 Analytical or scientific software — Nedstat Sitestat; SAS ; StataCorp Stata ; The
MathWorks MATLAB
 Business intelligence and data analysis software — IBM Cognos Impromptu ; Oracle
Business Intelligence Enterprise Edition ; Qlik Tech QlikView ; Tableau
 Customer relationship management CRM software — Blackbaud The Raiser's Edge ;
Oracle Eloqua ; Sage SalesLogix; Salesforce software
 Data base user interface and query software — AEC Software FastTrack; ClearEDGE;
Microsoft Access ; MySQL
 Enterprise resource planning ERP software — NetSuite ERP ; Oracle PeopleSoft ;
Oracle PeopleSoft Financials ; SAP Business Objects

Knowledge
 Sales and Marketing — Knowledge of principles and methods for showing, promoting, and
selling products or services. This includes marketing strategy and tactics, product
demonstration, sales techniques, and sales control systems.
 English Language — Knowledge of the structure and content of the English language
including the meaning and spelling of words, rules of composition, and grammar.
 Administration and Management — Knowledge of business and management principles
involved in strategic planning, resource allocation, human resources modeling, leadership
technique, production methods, and coordination of people and resources.
 Customer and Personal Service — Knowledge of principles and processes for providing
customer and personal services. This includes customer needs assessment, meeting quality
standards for services, and evaluation of customer satisfaction.
 Communications and Media — Knowledge of media production, communication, and
dissemination techniques and methods. This includes alternative ways to inform and entertain
via written, oral, and visual media.

Abilities
 Oral Comprehension — The ability to listen to and understand information and ideas
presented through spoken words and sentences.
 Oral Expression — The ability to communicate information and ideas in speaking so others
will understand.
 Written Comprehension — The ability to read and understand information and ideas
presented in writing.
 Deductive Reasoning — The ability to apply general rules to specific problems to produce
answers that make sense.
 Written Expression — The ability to communicate information and ideas in writing so
others will understand.

FUNCTIONAL ANALYSIS:
1. OCCUPATIONAL REQUIREMENTS:
GENERALIZED WORK ACTIVITIES:
 Communicating with Supervisors, Peers, or Subordinates — Providing
information to supervisors, co-workers, and subordinates by telephone, in written
form, e-mail, or in person.
 Establishing and Maintaining Interpersonal Relationships — Developing
constructive and cooperative working relationships with others and maintaining them
over time.
 Interacting with Computers — Using computers and computer systems (including
hardware and software) to program, write software, set up functions, enter data, or
process information.
 Making Decisions and Solving Problems — Analysing information and evaluating
results to choose the best solution and solve problems.
 Organizing, Planning, and Prioritizing Work — Developing specific goals and
plans to prioritize, organize, and accomplish your work.
  Getting Information — Observing, receiving, and otherwise obtaining information
from all relevant sources.
 Selling or Influencing Others — Convincing others to buy merchandise/goods or to
otherwise change their minds or actions.
 Thinking Creatively — Developing, designing, or creating new applications, ideas,
relationships, systems, or products, including artistic contributions.
 Identifying Objects, Actions, and Events — Identifying information by
categorizing, estimating, recognizing differences or similarities, and detecting
changes in circumstances or events.
 Identifying Objects, Actions, and Events — Identifying information by
categorizing, estimating, recognizing differences or similarities, and detecting
changes in circumstances or events.
 Develop marketing plans or strategies.
 Evaluate program effectiveness.
 Direct sales, marketing, or customer service activities.
 Analyze data to inform operational decisions or activities.
 Estimate cost or material requirements.

WORK CONTEXT:
 Electronic Mail — 100% responded “Every day.”
 Telephone — 92% responded “Every day.”
 Face-to-Face Discussions — 79% responded “Every day.”
 Work with Work Group or Team — 70% responded “Extremely important.”
 Structured versus Unstructured Work — 64% responded “A lot of freedom.”
 Contact with Others — 69% responded “Constant contact with others.”
 Duration of Typical Work Week — 81% responded “More than 40 hours.”
 Indoors, Environmentally Controlled — 80% responded “Every day.”
 Freedom to Make Decisions — 49% responded “Some freedom.”
 Spend Time Sitting — 52% responded “Continually or almost continually.”
 Coordinate or Lead Others — 51% responded “Extremely important.”
 Deal With External Customers — 49% responded “Extremely important.”
 Time Pressure — 55% responded “Once a week or more but not every day.”
 Impact of Decisions on Co-workers or Company Results — 41% responded “Very
important results.”
 Frequency of Decision Making — 42% responded “Every day.”
 Responsibility for Outcomes and Results — 44% responded “High responsibility.”
 Level of Competition — 44% responded “Extremely competitive.”
 Importance of Being Exact or Accurate — 57% responded “Very important.”
 Letters and Memos — 41% responded “Once a week or more but not every day.”
 Public Speaking — 54% responded “Once a week or more but not every day.”
 Frequency of Conflict Situations — 34% responded “Once a year or more but not every
month.”

2. OCCUPATIONAL SPECIFIC REQUIREMENTS

OCCUPATIONAL SKILLS, TASKS AND KNOWLEDGE:

 Identify, develop, or evaluate marketing strategy, based on knowledge of
establishment objectives, market characteristics, and cost and mark-up factors.
 Formulate, direct, or coordinate marketing activities or policies to promote products
or services, working with advertising or promotion managers.
 Evaluate the financial aspects of product development, such as budgets, expenditures,
research and development appropriations, or return-on-investment and profit-loss
projections.
 Develop pricing strategies, balancing firm objectives and customer satisfaction.
 Compile lists describing product or service offerings.
 Direct the hiring, training, or performance evaluations of marketing or sales staff and
oversee their daily activities.
 Consult with product development personnel on product specifications such as design,
colour, or packaging.
 Use sales forecasting or strategic planning to ensure the sale and profitability of
products, lines, or services, analysing business developments and monitoring market
trends.
 Negotiate contracts with vendors or distributors to manage product distribution,
establishing distribution networks or developing distribution strategies.
 Coordinate or participate in promotional activities or trade shows, working with
developers, advertisers, or production managers, to market products or services.
MACHINES, TOOLS AND EQUIPMENT:
 Desktop computers
 Laser fax machine — Laser facsimile machines
 Notebook computers
 Personal computers
 Personal digital assistant PDAs or organizers — Personal digital assistants PDA
 Photocopiers
 Scanners
 Tablet computers

3. OCCUPATIONAL CHARACTERISTICS:
LABOUR MARKET INFORMATION:
Median Wages (2016)- $63.07 hourly, $131,180 annual
Employment (2016)- 218,000 employees
Projected growth (2016-2026)- Faster than average (10% to 14%)

Projected job openings (2016-2026)- 21,300

Top Industries (2016):

 Professional, Scientific, and Technical Services
 Management of Companies and Enterprises

WAGES:
$63.07 hourly, $131,180 annual
4. WORKER CHARACTERISTICS:
ABILITIES:
 Oral Comprehension — The ability to listen to and understand information and
ideas presented through spoken words and sentences.
 Oral Expression — The ability to communicate information and ideas in speaking so
others will understand.
 Written Comprehension — The ability to read and understand information and ideas
presented in writing.
 Deductive Reasoning — The ability to apply general rules to specific problems to
produce answers that make sense.
 Fluency of Ideas — The ability to come up with a number of ideas about a topic (the
number of ideas is important, not their quality, correctness, or creativity).
 Inductive Reasoning — The ability to combine pieces of information to form general
rules or conclusions (includes finding a relationship among seemingly unrelated
events).
 Speech Clarity — The ability to speak clearly so others can understand you.
 Originality — The ability to come up with unusual or clever ideas about a given
topic or situation, or to develop creative ways to solve a problem.
 Problem Sensitivity — The ability to tell when something is wrong or is likely to go
wrong. It does not involve solving the problem, only recognizing there is a problem.
INTERESTS:
Enterprising — Enterprising occupations frequently involve starting up and carrying out
projects. These occupations can involve leading people and making many decisions.
Sometimes they require risk taking and often deal with business.
Conventional — Conventional occupations frequently involve following set procedures and
routines. These occupations can include working with data and details more than with ideas.
Usually there is a clear line of authority to follow.
Artistic — Artistic occupations frequently involve working with forms, designs and patterns.
They often require self-expression and the work can be done without following a clear set of
rules.
 Social — Social occupations frequently involve working with, communicating with, and
teaching people. These occupations often involve helping or providing service to others.
Investigative — Investigative occupations frequently involve working with ideas, and
require an extensive amount of thinking. These occupations can involve searching for facts
and figuring out problems mentally.
Realistic — Realistic occupations frequently involve work activities that include practical,
hands-on problems and solutions. They often deal with plants, animals, and real-world
materials like wood, tools, and machinery. Many of the occupations require working outside,
and do not involve a lot of paperwork or working closely with others.
WORK VALUES:
 Working Conditions — Occupations that satisfy this work value offer job security and good
working conditions. Corresponding needs are Activity, Compensation, Independence,
Security, Variety and Working Conditions.
 Achievement — Occupations that satisfy this work value are results oriented and allow
employees to use their strongest abilities, giving them a feeling of accomplishment.
Corresponding needs are Ability Utilization and Achievement.
 Independence — Occupations that satisfy this work value allow employees to work on their
own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
WORK STYLES:
 Initiative — Job requires a willingness to take on responsibilities and challenges.
 Dependability — Job requires being reliable, responsible, and dependable, and fulfilling
obligations.
 Leadership — Job requires a willingness to lead, take charge, and offer opinions and
direction.
 Achievement/Effort — Job requires establishing and maintaining personally challenging
achievement goals and exerting effort toward mastering tasks.
 Adaptability/Flexibility — Job requires being open to change (positive or negative) and to
considerable variety in the workplace.
 Attention to Detail — Job requires being careful about detail and thorough in completing
work tasks.
 Persistence — Job requires persistence in the face of obstacles.
 Innovation — Job requires creativity and alternative thinking to develop new ideas for and
answers to work-related problems.
 Integrity — Job requires being honest and ethical.
 Cooperation — Job requires being pleasant with others on the job and displaying a good-
natured, cooperative attitude.
 Analytical Thinking — Job requires analysing information and using logic to address work-
related issues and problems.
 Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with
high stress situations.
 Independence — Job requires developing one's own ways of doing things, guiding oneself
with little or no supervision, and depending on oneself to get things done.
 Self-Control — Job requires maintaining composure, keeping emotions in check, controlling
anger, and avoiding aggressive behaviour, even in very difficult situations.
 Social Orientation — Job requires preferring to work with others rather than alone, and
being personally connected with others on the job.
 Concern for Others — Job requires being sensitive to others' needs and feelings and being
understanding and helpful on the job.

5. WORKER REQUIREMENTS:
BASIC SKILLS:
 Active Learning — Understanding the implications of new information for both current and
future problem-solving and decision-making.
 Active Listening — Giving full attention to what other people are saying, taking time to
understand the points being made, asking questions as appropriate, and not interrupting at
inappropriate times.
 Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of
alternative solutions, conclusions or approaches to problems.
 Reading Comprehension — Understanding written sentences and paragraphs in work
related documents.
 Social Perceptiveness — Being aware of others' reactions and understanding why they react
as they do.
 Speaking — Talking to others to convey information effectively.
 Judgment and Decision Making — Considering the relative costs and benefits of potential
actions to choose the most appropriate one.
 Monitoring — Monitoring/Assessing performance of yourself, other individuals, or
organizations to make improvements or take corrective action.
 Persuasion — Persuading others to change their minds or behaviour.
 Complex Problem Solving — Identifying complex problems and reviewing related
information to develop and evaluate options and implement solutions.
 Negotiation — Bringing others together and trying to reconcile differences.
 Coordination — Adjusting actions in relation to others' actions.
 Systems Evaluation — Identifying measures or indicators of system performance and the
actions needed to improve or correct performance, relative to the goals of the system.
 Time Management — Managing one's own time and the time of others.
 Management of Personnel Resources — Motivating, developing, and directing people as
they work, identifying the best people for the job.
 Operations Analysis — Analysing needs and product requirements to create a design.
 Systems Analysis — Determining how a system should work and how changes in conditions,
operations, and the environment will affect outcomes.
 Writing — Communicating effectively in writing as appropriate for the needs of the
audience.
 Learning Strategies — Selecting and using training/instructional methods and procedures
appropriate for the situation when learning or teaching new things.
 Service Orientation — Actively looking for ways to help people.
 Instructing — Teaching others how to do something.

CROSS FUNCTIONAL SKILLS:

 Experience working with MIS
 Experience in Google AdWords

GENERAL KNOWLEDGE:
 Good to have knowledge of recent happenings in the world of marketing and how it
impacts the industry

EDUCATION:
Bachelor's degree in Business or MBA from Tier 1/2 institutes with focus on Marketing

6. EXPERIENCE REQUIREMENTS:
 Training- At least 2 years of marketing experience, on-the-job training, and/or
vocational training.
 Experience-2+ years of relevant experience
 Licensing- Not necessary