How the organizational structure of the marketing department is impacted by ongoing changes in digital marketing and consumer behavior.
Kartsep, Kristiin (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052812147
https://urn.fi/URN:NBN:fi:amk-2021052812147
Tiivistelmä
The purpose of this study was to gain more profound knowledge of marketing departments in organizations and understand how aspects such as digital marketing, technology, data, and consumer behavior are affecting the daily operations of a marketing team. Because modern marketing teams need to adapt to consumer behavior constantly, the research topic was relevant.
The study was carried out by implementing explorative and qualitative research methods because the complexity of the research subject. The particular reason for the circumstance is that the goal was to understand the research topic on a deeper level without measuring characteristics or variables. The research data consisted of three interviews with Chief Marketing Officers who have more than ten years of experience in the field.
The interviews showed that marketing teams have changed to a great extent over the past decade, and marketing is now perceived more as a strategic function. Regarding the structure of a marketing team, the respondents felt that organizational structure is the primary element that needs to be figured out because it affects predominantly how marketing teams operate. In addition, it was indicated that it is essential to enable cross- functional collaboration in-house and with external experts.
The author recommends that different marketing concepts should be evaluated critically because all organizations are different and have unique goals. Nevertheless, this subject needs further investigation as insufficient secondary information limited the opportunity to carry out extensive research.
The study was carried out by implementing explorative and qualitative research methods because the complexity of the research subject. The particular reason for the circumstance is that the goal was to understand the research topic on a deeper level without measuring characteristics or variables. The research data consisted of three interviews with Chief Marketing Officers who have more than ten years of experience in the field.
The interviews showed that marketing teams have changed to a great extent over the past decade, and marketing is now perceived more as a strategic function. Regarding the structure of a marketing team, the respondents felt that organizational structure is the primary element that needs to be figured out because it affects predominantly how marketing teams operate. In addition, it was indicated that it is essential to enable cross- functional collaboration in-house and with external experts.
The author recommends that different marketing concepts should be evaluated critically because all organizations are different and have unique goals. Nevertheless, this subject needs further investigation as insufficient secondary information limited the opportunity to carry out extensive research.