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The Role of the Marketing Department and its relationship with other functions If you have studied market planning, you now have some idea of how objectives are developed and plans are made to achieve them. Achievement means that actions have to be taken, and this is done through the efforts of people who have to be organised in an appropriate way. We must therefore look at the organisation, and in particular the role of the Marketing Department. Consider the Functional organisational chart, a simple representation of an organisation: We can see how each of the main functions of the org are shaped into a structure ultimately controlled by a board of directors. You can also imagine how the organisation is controlled as it pursues its objectives. Senior Managers at head of each of these functions reporting to a chief executive (MD) who is in turn answerable to the board. The Chief Exec and...

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