This “understanding your business task” will help digital marketing apprentices with building the first part of their portfolio: Presenting the business they work for.
To demonstrate that you can operate effectively in your own business’s, your customers’ and the industry’s environments, you need to research and explain what you understand about your business, the following guidelines will start you up with writing the introduction to your portfolio.
The research will help you create a strong portfolio and demonstrate the your understand the why, what, how about the organisation your are working and who you are working with. This must be clearly communicated. The business case will address the why, but in greater detail. Think of the business case as a document that is created incrementally to avoid spending unnecessary resources.
There are four steps necessary to write a business case, which are as follows:
- Research your organisation’s history, market, industry, competition, branding and marketing
- Try and read strategic documents such as: marketing & corporate strategies
- Ask questions to your line manager and different team to try to understand what they know and understand about the business
- Document your research in a report (see guideline below)
Understanding your business task
Research & Write About Your Business
Researching about your business, will help understand who you are working for:
When they started, why they started and what gaps/opportunity they found in the British, or global market Be specific, give details.
What industry they are in, meaning IT, Beauty or else. You should be very specific. Explain what the industry brings to the British Economy. Resource to help understand UK industries https://www.ibisworld.com/united-kingdom/list-of-industries/
All industries in the UK are regulated, illustrate the different regulations, rules and laws that govern your organization’s Industry. UK Regulations List https://en.wikipedia.org/wiki/List_of_regulators_in_the_United_Kingdom
You should be able to list and explain the distinct attributes of all the services and products your company offers.
Who are the clients/audience what segmentation they already have
Find as much information as you can about their competitors: Who - What is good about them - What is bad about them - How you compare to them - Market Share. Resource to help you https://www.uschamber.com/co/start/strategy/how-to-conduct-competitive-research
Research Their brand, branding and marketing
Research the logo (any changes over the years?). Try to understand the brand’s colours.
BRAND/HOUSE STYLE AND EDITORIAL GUIDELINES:
Most marketers have to follow brand and editorial guidelines that they base content, copy and visuals on. Try and read the different guidelines to help you with your design, marketing decisions
What are the company’s aims, goals and mission statement. Try to read the marketing, corporate, branding and content strategies. You will need to discuss this with your line manager.
Every business should have marketing and digital marketing strategies and plan if you can get hold of these documents read them. Ask your line manager or the marketing team.
MARKETING CHANNELS: Try and explain the different marketing tactics your organization does.
•What do they do to promote the brand (on both digital and traditional media?
•What do they do for lead generation?
•What do they do for nurturing their relationship with customers (new, returning and brand ambassadors)
About the Teams
MANAGEMENT: Describe your organization’s management style. You should be able to explain both the management structure (flat, structured), leadership style and culture (hierarchical, clan,).
TEAMS & DEPARTEMENTS: Describe the different departments the marketing department interacts with and why.
TEAMS’ COMMUNICATION TOOLS Marketing teams sometimes use different types of tools to work on projects to communicate and manage projects. Try and explain the different tools used to manage projects and communicate.
ROLE AND TEAM: Describe your role within your team, illustrating all the different departments you have to interact with. Also try to set KPIs/targets for you to reach.
Standards to be covered in this report:
1.3 Appreciate who else is important, for them to do their job and fulfil the role effectively (e.g. colleagues, managers, other stakeholders)
1.4 Are aware of potential risks in the job role (e.g. security, privacy, regulatory)
1.6 Understand how the job fits into the organisation as a whole
2.1 Understands the goals, vision and values of the organisation
2.2 Aware of the commercial objectives of the tasks/ projects they are working on
2.4 Is in tune with the organisation’s culture
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