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74 Activities of a Marketing Department: a List

Originally written in 2011. Updated 2012, 2013, 2015, 2018, 2021 and 2023. 

What activities does a Marketing Department do?

Here’s a list of 74 jobs which a Marketing Department may have to do. They include:

  • Website Maintenance
  • Content Production
  • Distribution of Content
  • Events
  • Customer Database Maintenance
  • Advertising
  • New Product Development
  • Internal Marketing
  • Corporate Branding
  • Miscellaneous
  1. Website Maintenance – This job involves ensuring the smooth functioning and overall health of the company’s website. It includes tasks such as regular updates, troubleshooting technical issues, optimising user experience, managing domain and hosting, monitoring website analytics, and implementing SEO strategies to improve visibility and organic traffic.
    • Addition of Content
    • General IT (inc. hosting)
    • Redesign
    • Search Engine Optimisation
    • Manage Webmaster
  2. Content Production – Content production entails creating engaging and relevant content for various marketing channels such as websites, blogs, social media platforms, and email campaigns. This job involves conducting research, writing and editing content, collaborating with subject matter experts, adhering to brand guidelines, and ensuring content aligns with marketing objectives and target audience preferences.
    • Articles (General)
    • Articles (Case Studies, Application Notes)
    • Blogs
    • Brochures
    • Catalogues
    • Digital Magazines
    • Ebooks
    • Email Newsletters
    • Image Sourcing and Management
    • Mailshots
    • Photography, new (in-house/on location/studio)
    • Podcasts
    • Press Releases (Company News)
    • Press Releases (Product News)
    • Printed Magazines
    • Printed Newsletters
    • Social Media
    • Supporting Websites
    • Testimonials
    • Videos
    • Webinars
    • White Papers
  3. Distribution of Content – Once content is produced, the distribution job involves determining the appropriate channels and platforms to share the content effectively. This includes managing social media accounts, email marketing campaigns, content syndication, guest posting, influencer partnerships, and other strategies to maximise content reach and engagement.
    • Emailing
    • Mailing
    • Outsourced (e.g to a PR agency)
    • Printing
  4. Events – The events job involves planning, organising, and executing marketing events such as trade shows, conferences, product launches, or promotional campaigns. It includes tasks like venue selection, coordinating logistics, managing budgets, coordinating with vendors, designing event materials, and ensuring a seamless experience for attendees.
    • Conferences and Seminars (organised by others)
    • Conferences and Seminars (organised in-house)
    • Customer Hospitality/Open Days
    • Trade Exhibitions
  5. Customer Database Maintenance – This involves managing and organising customer data to enhance marketing efforts. This job includes tasks like data segmentation, database cleansing, updating contact information, implementing data privacy regulations, analysing customer insights, and utilising customer relationship management (CRM) systems to optimise marketing strategies and personalise communication.
    • Maintain
    • Add
    • Clean
    • Measure
  6. Advertising – The advertising job involves creating and managing advertising campaigns across various channels such as search engines, social media platforms, display networks, and traditional media. It includes tasks like developing ad creative, targeting specific audience segments, optimising campaign performance, analyzing metrics, and adjusting strategies to maximise ROI and achieve marketing objectives.
    • Broadcast Media – Creation
    • Broadcast Media – Placement
    • Calendars, Diaries, Year Planners
    • Directories (Printed)
    • Directories (Online)
    • Magazines and Newspapers:
    • Advertorial (inc. ‘colour seps’)
    • Display Advertising – Creation
    • Display Advertising – Placement
    • Online Advertising:
      • Display (e.g banners) – Creation
      • Display (e.g banners) – Placement
      • Search (e.g Google Ads) – Creation
      • Search (e.g Google Ads) – Placement
      • Shopping
  7. New Product Development – This involves working closely with product teams to identify market opportunities, conduct market research, define product features, develop pricing strategies, create go-to-market plans, and collaborate with cross-functional teams to successfully launch new products or services in the market.
    • Market Research/Customer Profiling
    • Monitoring Competition
    • Forecasting
    • Manage Product Managers
  8. Internal Marketing – This focuses on communicating and promoting company values, culture, and initiatives to internal stakeholders such as employees. This job involves creating internal communication strategies, organising employee engagement activities, facilitating knowledge sharing, and fostering a positive and aligned company culture.
    • Distributor/Reseller Support
    • Company Intranet Maintenance
    • Crisis Management (draw up procedure)
    • Crisis Management (educate all personnel)
    • Internal newsletter
  9. Corporate Branding – Shaping and managing the company’s brand identity, image, and reputation. This job includes tasks like developing brand guidelines, ensuring brand consistency across all marketing materials, managing brand assets, conducting brand audits, and implementing strategies to enhance brand awareness and perception.
    • Corporate branding manual/guidelines
    • Product Labelling
    • Logo Design
  10. Miscellaneous – This category encompasses various other marketing tasks that may be specific to the industry or company’s needs, and includes some important activities!
    • Marketing Plan/Strategy/Objectives
    • Point of Sale Materials/Source Promotional Items
    • Proof Reading
    • International Marketing/Translations
    • Telemarketing Management
    • Liaison with other depts, ie Sales
    • Manage agency (if used)
    • Recruitment
    • People Management

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20 thoughts on “74 Activities of a Marketing Department: a List”

  1. …no wonder we are all tired! Our Marketing department is also responsible for – new product development, re-seller support and data work, e.g customer data base management, customer profiling and segmentation. Oh and I also clean the fish out!

  2. Corporate branding across the physical site – trying to make sure every time a department wants to put up a sign, it’s in the corporate font, shows the logo right, and so on – we have some serious education to do on that aspect, but it’s an aspiration for us…

    We also have responsibility for CRM in our department, mainly because we were the ones that wanted a clean contact list for e-mail marketing.

    Also everyday Customer Technical Support (but that is mainly because I was so involved in the technical content of published information, it made sense to include my complete job role in Marketing).

    I’m sure there must be others – each day seems very full!

    Wendy – Technical Marketing Engineer for Harwin

  3. Don’t forget that we need to maintain our data e.g.


    As well as Liaise and plan local marketing activities with our channels

    Andy Walker

  4. Someone’s also just mentioned “internal online marketing” – e.g. maintenance of local and worldwide intranet (including online shared drive for images, documents etc).

  5. The main omissions as far as we are concerned, (because this is what we do for clients!) are market research, strategic marketing, customer analysis and sales/market forecasting.

  6. Graphic-related activities, from the initial photo shoots, to graphic content for the plethora of marketing materials.

    Presentations, e.g. for display at tradeshows etc

    Distributor marketing, essentially materials to allow Distributors to more easily/more effectively sell or market your products, but could also be activities such as sourcing & branding of promotional items, Distributor awards etc.

    What about MARCOMS reports, not just by campaign but by group/territory?
    And of course there is planning!… the campaign and/or the year!

    Translation of marketing materials (the administration of) is also a time-consuming activity, then you also have to create/manage the localised content.

    Look forward to seeing the final list. I KNOW that most people don’t know just how much work we marketing people do. But should I spend my precious time “marketing” our own activities?!

  7. Along with the comment on market research should be tracking competition and their activities through the web and printed publications.

    Missing is interfacing with the sales department, both to tell them about marketing activities and find out what they are finding out from customer both positive and negative.

  8. Great to see just how many jobs we do and are expected to do in our small but very busy marketing department. Seeing the variety of jobs in one list was a bit of an eye opener. So were the extras suggested in the last few days.

    I’d like to add a section on Images. Gathering new product images from manufacturers or arranging our own photo shoots through to maintaining our image library.

    Also product header cards, point of sale materials and creating new barcodes…

  9. This is turning into a great list – to which I would add managing the boss / client (depending on which side of the fence you sit) and helping them to manage / communicate to colleagues.

  10. Will you re-publish a new list that includes the new topics presented in the comments? I know that it is simplistic, but I sometimes organize marketing tasks according to the marketing mix: Product, Place, Price, and Promotion (these days some have added a 5th P: People).

  11. I would like to add:
    Concept development, Creative direction, Storyboard writing, Copy writing, Project management, Output planning, Budgets, Cost analysis and Quality control.

  12. What an exhausting list… but not exhausted…
    Promotional Inventory Stock Control
    Business Card creation, approval, ordering, and distribution
    Social Media Policy
    Industry Award – application, promotion
    Budget – creation, approval, maintain

  13. Be strategic
    Be creative
    Be daring
    Be original
    Develop multiplier concepts (versus additive)
    Deliver equity-building ROI
    Manage/direct agency-client relationship dynamics
    Be visionary
    Be honest

  14. In many of my roles I have also had to include

    Measurement and reporting
    Budget management
    Market evaluation

    Yep we need to be multiskilled at all times. Variety is the spice of life!

  15. And some people, usually in finance, think marketing is all fluff and an irritation…

    I’d add that in addition to all the above, the head of marketing has to work with the head of sales/commercial director to define an appropriate marketing strategy to give all this some focus and direction.

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