4.0 Introduction of Marketing Roles.

Then structure and operation of the marketing department,

4.1 Market research. Market research is the process of determining the viability of a new service or
product through direct research with potential customers. Market research enables a company to
identify its target market and obtain opinions and other feedback from consumers regarding their
interest in the product or service. (TWIN, 10.11.2021

4.2 Advertising. Advertising is a type of sales promotion in which a commercially sponsored, non-
personal message is used. Advertisement sponsors are generally businesses looking to promote their
goods or services. Advertising is distributed through a variety of media such as television, including
newspapers, magazines, television, radio, outdoor advertising, and direct mail.

4.3 Integrated communication. Integrated marketing communications (IMC) is a branding and

coordination strategy used by businesses. An IMC strategy's main goal is to provide consumers with a
consistent experience across all aspects of the marketing mix. Each marketing communication channel,
rather than working in isolation, reinforces the brand's core image and messaging. (began, 2018)

4.4 Brand Management. Brand management is the strategy and evaluation of brands in terms of brand
positioning, target customers, brand perception, and brand image to manage its brand, the company
must maintain a positive image among its customers. The primary goal of brand management is to
ensure that the product and service highlight the brand's quality. (GRANT, 2021)

4.5 Partnership Marketing. Partner marketing, also known as joint marketing, is a collaboration in which
two brands collaborate to promote each other's products or services. These two businesses are usually
similar enough to appeal to similar audiences, but distinct enough to attract new customers for the
other. As a result, both partners' value propositions are enhanced. (Garner, 2021)

4.6 Public Relations (PR). The skill of managing how information about an individual or corporation is
conveyed is known as public relations. Its main objectives are to distribute critical firm information and
maintain a positive brand image. A company press release, news conference, interviews with journalists,
and social media posting are all examples of PR. (HAYES, 2021)