below-the-line technique
The marketing technique used to let consumers get into contact with products by tasting, touching and experiencing them on the selling site and in that sense, closing the selling deal.
Promotion managers plan and implement promotional programs in the point-of-sale of products. They coordinate all efforts from personnel, below-the-line (BTL) advertising material, and conventional advertising efforts in order to raise awareness of a specific promotion.
Competences and skills
54 ESCO relationsEssential knowledge 8 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
3 competencescorporate social responsibility
The handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social stakeholders.
green
market pricing
Price volatility according to market and price elasticity, and the factors which influence pricing trends and changes in the market in the long and short term.
Cross-sector
5 competencescommunication principles
The set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.
content marketing strategy
The process of creation and share of media and publishing content in order to acquire customers.
market research
The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets.
marketing mix
Principle of marketing that describes the four fundamental elements in marketing strategies which are the product, the place, the price and the promotion.
pricing strategies
The techniques, theories, and commonly accepted strategies regarding pricing of goods. The relation between pricing strategies and outcomes in the market such as profitability maximisation, deterrence of newcomers, or increase of market share.
Essential skills and competences 28 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
1 competencecreate media plan
Determine how, where and when advertisments will be distributed in various media. Decide on consumer target group, area and marketing objectives in order to choose the media platform for advertising.
Cross-sector
27 competencesalign efforts towards business development
Synchronise the efforts, plans, strategies, and actions carried out in departments of companies towards the growth of business and its turnover. Keep business development as the ultimate outcome of any effort of the company.
analyse consumer buying trends
Analyse buying habits or currently prevalent customer behaviour.
analyse customer service surveys
Analyse results from surveys completed by passengers/customer. Analyse results to identify trends and draw conclusions.
analyse external factors of companies
Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.
analyse internal factors of companies
Research and understand various internal factors that influence the operation of companies such as its culture, strategic foundation, products, prices, and available resources.
analyse work-related written reports
Read and comprehend job-related reports, analyse the content of reports and apply findings to daily work operations.
capture people's attention
Approach people and draw their attention to a subject presented to them or to get information from them.
collaborate in the development of marketing strategies
Work together with a group of professionals to develop marketing strategies performing market analysis and financial viability while staying aligned with the company's goals.
create annual marketing budget
Make the calculation of both the income and expenditures that are expected to be paid over the coming year concerning the marketing related activities such as advertising, selling and delivering products to people.
define measurable marketing objectives
Outline the measurable performance indicators of the marketing plan such as market share, customer value, brand awareness, and sales revenues. Follow up on the progress of these indicators during the development of the marketing plan.
develop professional network
Reach out to and meet up with people in a professional context. Find common ground and use your contacts for mutual benefit. Keep track of the people in your personal professional network and stay up to date on their activities.
- Scope note
- This includes the development of social relationships with patients and customers.
evaluate marketing content
Revise, assess, align, and approves marketing material and content defined in the marketing plan. Evaluate written word, images, print or video advertisements, public speeches, and statements in accordance with the marketing objectives.
identify potential markets for companies
Observe and analyse market research findings in order to determine promising and profitable markets. Consider the firm's specific advantage and match it with markets where such value proposition is missing.
impart business plans to collaborators
Diffuse, present, and communicate business plans and strategies to managers, employees making sure that objectives, actions, and important messages are properly conveyed.
integrate marketing strategies with the global strategy
Integrate the marketing strategy and its elements such as the market definition, competitors, price strategy, and communication with the general guidelines of the global strategy of the company.
integrate strategic foundation in daily performance
Reflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.
liaise with advertising agencies
Communicate and cooperate with advertising agencies in transmitting the goals and specifications of the marketing plan. Liaise to develop an advertising and promotional campaign that represent the aim of the marketing plan.
liaise with distribution channel managers
Liaise with managers in distribution points in order to plan and agree with them promotional events aimed at promoting the brands and products that those distribution channels sell.
manage budgets
Plan, monitor, report on the budget and prepare set production budgets.
manage profitability
Regularly review sales and profit performance.
manage the handling of promotional materials
Plan and prepare the production of promotional materials with third parties by contacting printing companies, agreeing on logistics and delivery, and making sure that deadlines are met.
organise on-site amenities
Ensure that necessary daily amenities for visitors, vendors, expositors, and public in general are given and functioning properly. Ensure provision of reception, parking, toilets, catering, and accommodation amenities.
perform market research
Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.
plan marketing campaigns
Develop a method to promote a product through different channels, such as television, radio, print and online platforms, social media with the aim to communicate and deliver value to customers.
digital
plan marketing strategy
Determine the objective of the marketing strategy whether it is for establishing image, implementing a pricing strategy, or raising awareness of the product. Establish approaches of marketing actions to ensure that goals are achieved efficiently and over a long term.
study sales levels of products
Collect and analyse sales levels of products and services in order to use this information for determining the quantities to be produced in the following batches, customer feedback, price trends, and the efficiency of sales methods.
track key performance indicators
Identify the quantifiable measures that a company or industry uses to gauge or compare performance in terms of meeting their operational and strategic goals, using preset performance indicators.
Optional knowledge 3 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
0 competencesNo competences in this bucket.
Cross-sector
3 competencesbrand marketing techniques
The methods and systems used in researching and establishing a brand identity for marketing purposes.
marketing management
The academic discipline and function in an organisation which focuses on the market research, market development, and the creation of marketing campaigns to raise awareness on the company's services and products.
social media management
The planning, development, and implementation of strategies aimed at managing social media platforms, the publications, the social media management tools, and the image of organisations in them.
digital
Optional skills and competences 15 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
3 competencesarrange event needs
Ensure that event needs such as audio-visual equipment, displays or transportation are met.
hire human resources
Manage the process of hiring human resources, from identifying potential candidates to assessing the adequacy of their profiles to the vacancy.
promote event
Generate interest in an event by carrying out promotion actions, such as placing ads or distributing flyers
Cross-sector
12 competencesapprove advertising campaign
Check all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. Approve the way of distribution.
assess financial viability
Revise and analyse financial information and requirements of projects such as their budget appraisal, expected turnover, and risk assessment for determining the benefits and costs of the project. Assess if the agreement or project will redeem its investment, and whether the potential profit is worth the financial risk.
assist in developing marketing campaigns
Provide assistance and support in all the efforts and actions required to implement a marketing campaign such as contacting advertisers, preparing briefings, setting up meetings, and shopping around for suppliers.
coordinate events
Lead events by managing budget, logistics, event support, security, emergency plans and follow up.
coordinate marketing plan actions
Manage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts.
evaluate advertising campaign
Assess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.
examine advertisement layout
Examine and approve the layout of advertisements to ensure that they are according to customer and target audience requirements and specifications.
forecast catering services
Foresee the need, the quality, and the quantity of food and beverages for an event depending on its scope, objective, target group, and budget.
manage distribution channels
Oversee distribution channels with regards to the requirements of customers.
manage event structure installation
Plan and monitor the assembly of structures such as stages, connection to the electricity network, lighting and projection equipment. Make sure the employees work according to customer's requirements and safety regulations.
plan events
Plan programmes, agendas, budgets, and services of an event according to customers' requirements.
use analytics for commercial purposes
Understand, extract and make use of patterns found in data. Use analytics to describe consistent happenings in observed samples in order to apply them to commercial plans, strategies, and corporate quests.
digital