NORTH SOUTH UNIVERSITY

IDENTIFYING TASKS, DUTIES AND RESPONSIBILITIES IN CORPORATE JOBS IN MARKETING

[25th April 2011]
PREPARED FOR: Khondker Galib B Mohiuddin (KGM) Faculty COURSE: BUS 101 PREPARED BY: GROUP 210: Arham Rafid (111 0803 030) Mamata Bashar (111 0409 030) Sabrina Shahrin (111 0354 030)

LETTER OF TRANSMITTAL

Faculty Mr. Khondker Galib B Mohiuddin, Basic Business Communication, North South University, Bashundhara, Dhaka.

Subject: Submission of the business report.

Respected sir, It gives us immense pleasure that we, group 210, had completed the business report entitled Identifying tasks, duties and responsibilities in corporate jobs in the marketing area for the course BUS 101 for the semester spring 2011. We, sincerely, hope that our report will meet your requirement and your level of expectation as well. We, gratefully, thank you for assigning us the assignment as it was both educational and interesting. We, truly, appreciate the assignment since we learned a lot during researching, interviewing and preparing the business report. We will always be available to provide further clarification, if needed.

Thank You!

EXECUTIVE SUMMARY There are several tasks, responsibilities and duties that an individual has to perform in a corporate job. In marketing, these apply equally. The interview of the senior executive officer in marketing department of Grameen Phone, Md. Iqbal Hossain and the research of the company had led us with an idea of the day to day tasks the interviewee perform. Marketing research, market visit, re-confirming appointments, business meetings, negotiations and cross functional activities are some typical tasks assigned by the head of department to the senior marketing executive officer. Moreover, some skills, like analytical ability, adoptability to change, personal creativity and interacting ability, need to be developed by new entrants to specialize in marketing. Performing acquisitions and recognizing different entities of business and their values is also important in the field of marketing. There are multiple scopes and job opportunities in this particular field. The interviewee pointed the fact that modern marketing keeps prime focus on the customers, their values, needs and wants. Customer satisfaction is of great importance in marketing. Because of value based marketing policy, scope of jobs in the field of marketing is increasing day by day. Also, selected employers of marketing personnel are increasingly high which results in creating scope of jobs for individuals specializing in marketing. The division of marketing of a company has different functions. These are also categorized and assigned to different divisions. Typical textbook functions of marketing like buying, transporting, storing, grading, financing and marketing research are done by different departments like procurement, logistics, admin, institutions, finance and R&D consecutively. Marketing is a very interesting sector to specialize in. The competition and the challenges regarding the market and the probability of convincing buyers and making them regular customers from irregular customers make marketing a desirable and interesting sector to specialize in. The interviewee suggested the new entrants to be positive, innovative and emphasized on honesty and being fair. In spite of some limitations, the company and the interviewee managed to give a clear perception of the tasks involved in different divisions of marketing and a wide scope of job opportunities in this sector which is satisfactory for individuals specializing in marketing.

Table of Contents:
Subject Page

1. INTRODUCTION (BACKGROUND) ----------------------------------------------------------- 5 2. METHODOLOGY ---------------------------------------------------------------------------------- 5 2.1. PRIMARY SOURCES------------------------------------------------------------------------- 5 2.2. SECONDARY SOURCES--------------------------------------------------------------------- 5 3. LIMITATIONS -------------------------------------------------------------------------------------- 6 4. FINDINGS ------------------------------------------------------------------------------------------- 6 4.1. MARKETING IN THE REAL WORLD -------------------------------------------------- 6 4.2. SKILLS OUGHT TO BE ACQUIRED FOR SPECIALIZING IN MARKETING -- 6 4.3. ROLE OF MARKETING IN CORPORATE JOBS -------------------------------------- 7 4.3.1. MARKETING FUNCTIONS -------------------------------------------------------- 7 4.3.2. JOB DESCRIPTION OF A SENIOR EXECUTIVE ----------------------------- 8 4.3.3. IDENTIFYING DAY TO DAY TASKS IN CORPORATE JOBS ------------- 8 4.3.4. DUTIES AND RESPONSIBILITIES IN CORPORATE JOBS ---------------- 8 4.4. JOB OPPORTUNITIES ---------------------------------------------------------------------- 9 4.4.1. AVAILABILITY OF VARIOUS JOBS -------------------------------------------- 9 4.4.2. AVAILABILITY OF EMPLOYERS OF MARKETING PERSONNEL ----- 9

4.4.3. AVAILABILITY OF JOBS OFFERED TO NEW ENTRANTS --------------- 10 4.5. FUTURE TRENDS OF MARKETING ---------------------------------------------------- 10 5. CONCLUSION ------------------------------------------------------------------------------------- 10

1. INTRODUCTION (BACKGROUND): Marketing is a part and parcel of every organization. It deals with several tasks including the marketing of product. It enhances sales and promotes businesses. Due to the regular increase of businesses, the importance and range of work in marketing is increasing day by day. Product sales, advertisement, evaluation, market research and visits etc are the main sectors of marketing. A marketing sector works conveniently to increase sales of product or service and build strong customer relationship. As it has become a rapidly dynamic sector of career development, we have decided to do a research on Marketing. To learn about Marketing, we wanted to do a research on a compound marketing based business organization. Grameen Phone, a leading telecom company in Bangladesh has a composed marketing sector. Grameen Phone promotes sales and products as well as shares to individuals to increase business arena and customer values. Grameen Phone, Bangladesh is a joint venture of Telenor. Telenor has its telecom businesses in different regions of the world. So, it actually has a strong focus on Marketing. Hence, this is the reason why we are focusing on the tasks and responsibilities of the marketing sector of Grameen Phone.

2. METHODOLOGY: Both primary and secondary data have been collected for the study. 2.1.Primary Sources: The primary data are collected in the following ways: The primary data was collected by a face to face interview with the senior executive of marketing and using a detailed questionnaire. Research and observation of Grameen Phone, emphasizing on the marketing department.

2.2. Secondary Sources: The secondary data are collected in the following ways: Web Site of Grameen Phone

3. LIMITATIONS: The report is to have certain limitations due to the following reasons which we faced while doing the research: We have considered a limited number of people who are working in the same company, Grameen Phone, as well as a common field of expertise (marketing). Hence, the result might prove to be doubtful in reaching a decision about how marketing department is associated with the entire industries corporate jobs. Since the research is mainly based on interview, it cannot be concluded that biasness do not exist. This is mainly due the fact that the report contains high probability of own judgment of those who were interviewed. Limited, specific or structured information was provided by the people working in that particular company due to restrictive company policy. For instance, the person we interviewed didnt give the information related to the rules and regulation they are abided with, the people they assign tasks, and the effects of studying marketing in the real business world.

4. FINDINGS: 4.1. MARKETING IN THE REAL WORLD: Marketing is generally known as the set of activities to speed up transactions by creating, distributing, pricing and promoting goods, services and ideas. But, the definition varies in the real world. From a more practical point of view, Marketing is a set of activities that include understanding the needs of a group or individual and satisfying them through delivery of appropriate products or services. The nature of diversified people and their different needs create a challenge and competition in the market. Customers buy goods or services that fulfill their wants, needs and meet their expectations. Understanding their demands and succeeding in selling products to customers and increasing sale makes marketing quite an interesting and challenging sector to specialize in. 4.2. SKILLS OUGHT TO BE ACQUIRED FOR SPECIALIZING IN MARKETING Apart from qualification, there are certain skills that are needed to be developed for specializing in marketing. Some of these skills are mentioned below: Quick learning ability Adoptability to changes Analytical ability Leadership quality and Personal creativity

Work experience also plays a major role in marketing. An individual has to be innovative to specialize in marketing. He/she has to interact with people of different characteristics and so, have to be friendly and positive. They should have the power to convince people. Most of all, they have to be honest and play fair. Itll create a trust
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among buyers and that can help generate or increase sale. There are some additional skills needed particularly for marketing like Acquisition Retention of different business entities and Ability to evaluate the chain of different entities

A person specializing in marketing should have the ability to understand the value chain of one or more businesses and evaluate their needs and wants. Required skills for marketing can also be evaluated by pin-pointing the skills needed for an individual working in the field of marketing. The skills needed in Marketing can be evaluated by numbering particular skills from one to ten. After evaluating, it can be said that a senior executive of marketing needs organizing skills prior to other skills like planning, staffing, directing and controlling. 4.3. ROLE OF MARKETING IN CORPORATE JOBS: Our research also attempts to find out the role marketing plays in todays corporate jobs. The role of marketing in real business world in corporate jobs is researched in terms of the marketing functions, identification of the day to day tasks assigned, and the job duties and responsibilities one performs in their jobs. 4.3.1. Marketing Functions:

The research we conducted was also an attempt to know that the functions marketing plays in the real world are same as we learned it to be. According to what we learned before, marketing involved functions such as buying, selling, transporting, storing, grading, financing, marketing research and risk-taking. After we had done the research, we found out that some of these functions are of marketing but in different subgroups, whereas some are not. According to the research, the marketing department in Grameen Phone plays the following functions: Selling Risk taking

The following, however, are not functions of marketing in the company: Buying Transporting Storing Marketing research Grading Financing

In Grameen Phone, the functions like buying, transporting, storing, grading, financing and marketing research are done by different departments like procurement, logistics, admin, institutions, finance and R&D consecutively.
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4.3.2. Job Description of a Senior Executive Grameen Phone has particular departments under the major divisions of the company. Md. Iqbal Hossain is a Senior Executive of the marketing division of Grameen Phone, Gulshan Branch. His job is to understand different customers value chain and delivering products to them in a win-win situation and managing the accounts of the division. He has worked in Sheba Telecom as a Customer Service Representative and he has also worked in BDDL as Assistant Manager, Land Procurement. He has been working in Grameen Phone for six years.

4.3.3. Identifying Day To Day Tasks in Corporate Jobs: The research is based on the corporate jobs available in marketing department in Grameen Phone Company. The senior executive officer of Marketing performs the following day to day tasks: 4.3.4. Making market visit and day activity plan. Re-confirming appointments. Negotiation and business meeting ( 3 per day) Offering products. Reporting. Back office activities. Perform cross functional activities to solve problems.

Job Duties and Responsibilities in Corporate Jobs: The job duties and responsibilities in Grameen Phone Company are well defined in their job descriptions. Such an example of job duties and responsibilities of a senior executive officer of Marketing in Grameen Phone Company is: Perform acquisition, retention and win-back activities of key business customers within the business market. Analyze the business market and formulate effective planning to serve target market through quality sales visits, customer targeting, product positioning and effective follow up. Achieve Annual Business Targets for the respective portfolio in terms of quality business solution sales, mobile device sales and by increasing revenue generating subscriber base. Coordinate and align with other concerned stakeholders within the Company in order to ensure smooth and efficient after sales service delivery for the business customers. Ensure efficient and effective implementation of different interactive events and activities with the important customers in the business market from time to time.

Analyze competitive scenario within the business market and implement zonal action plans in counteracting competitions.

4.4.JOB OPPORTUNITIES IN MARKETING To what extent there is the availability or scope of job opportunities in marketing department depends on the following three factors: availability of various jobs, availability of selected employers in marketing personnel, and availability of jobs offered to the new entrants. The more these three factors avail, the more job opportunities is available in marketing. 4.4.1. Availability of Various Jobs:

Marketing is a huge field for employing millions of people. According to the research we conducted, marketing avails various numbers of jobs. The jobs offered in this certain field falls in the following categories: Core marketing Research and development Product development and design Product life cycle management Sales and customer service

Some examples of jobs that fall in the above categories are brand manager, market analysts, product manager, account executives, media planners, consumer sales managers, project directors, national account manager, production managers, consumer sales managers and so on. Like all other reputated organization, Grameen Phone Company avails all these categories in marketing and their related jobs. So, to some extent, marketing avails the scope of job opportunities. 4.4.2. Availability of Selected Employers of Marketing Personnel:

The fact marketing is everywhere highlights that there are countless numbers of employers in marketing personnel. Hence, this avails the scope of job opportunities in marketing to a greater extent. Some examples of the type of firms that hire marketing personnel are: Advertising agencies Consulting firms Delivery firms Entertainment firms Industrial firms International firms Media firms

Some other firms that have ample scope of recruiting new entrants include Marketing research firms Public relation firms
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 4.4.3.

Nonprofit institutions Real estate firms Transportation firms Availability of Jobs Offered to New Entrants:

New entrants are fresh graduates who have the knowledge but have no work experience. But a question that remains unanswered is: will jobs be offered to those new entrants without a work experience? The answer to this question is obviously negative as the new entrants need to work as an intern first. But, after internship, a new entrant can work in marketing department for entry-level position. Like other organizations, Grameen Phone Company also encourages job availability for new entrants offering jobs in an entry-level position. Today, more graduates are interested in this field for which even competition for entry level position jobs is increasing at a higher rate. However, more than thousand of new jobs are open each year for the new entrants. As a result, it also, like the other two factors, avails the scope of job opportunities in marketing to a greater extent. 4.5.THE FUTURE TRENDS OF MARKETING: According to current trends of entrants in the marketing department in Grameen Phone Company itself, as said by Mr. Md. Iqbal Hossain, senior executive of marketing in Grameen Phone Company, it can be undoubtedly said that entrants interested in corporate jobs in marketing department has far more than doubled. Moreover, he also concludes that the future trends will increase at a faster pace. This is due to the rising job opportunities and estimation of further increase in the marketing department. This prediction of further increase in job opportunities in this certain field exists as more organizations, like Grameen Phone Company, are getting more involved in value-based marketing policy (i.e. involved in a policy where businesses are more friendly and satisfies needs). As a result, the future trends of marketing are expected to bring in more availability of jobs and job opportunities as well as increased job satisfaction. 5. CONCLUSION: The report strongly concentrates on the tasks, responsibilities and duties of a senior executive of marketing in a company. It also emphasizes on the scope of job opportunities and the future trends of the field of marketing. Individuals specializing in marketing should also develop some skills that are required according to the senior executive of marketing of Grameen Phone. New entrants have a wide scope of jobs in the field of marketing. The sphere of marketing is increasing day by day as the marketing focus is shifting to the customers, their wants, values, needs and satisfaction. Marketing is an interesting, challenging, exciting and a very composed field to specialize in. Its a field where individuals get to show their creativity, share and exchange ideas and build strong customer relationship for the company.

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