Marketing communication: principles and practice

Person specifications
Minimum three years’ experience in a senior role
Marketing qualification
Proven experience of undertaking and delivering of a wide range of marketing projects 
and initiatives
Ability to coordinate and deliver marketing initiatives on time, and to a given budget
Team-orientated
A thorough understanding of client marketplace
Previous financial control on client level
Working knowledge of PowerPoint, Microsoft Projects and Excel
Recommended qualifications
A graduate or of graduate calibre
CIM Diploma/Chartered Marketer
Average salary range
£35k–45k per annum
Figure 17.1
Job and person specification
Source
: Chartered Institute of Marketing

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contribution, through reporting to the head of marketing, to the management
of the value-creating system: generating, producing and representing various
forms of knowledge for the stakeholder network.
Programme responsibility may include contributions to, collaboration with,
and/or management of: 
• customer relationship management system
• internal marketing/partnering
• market assessment and customer requirements summary
• product definition and development
• product launch
• event management, including public speaking, exhibitions, etc.
• brand management, including an integrated marketing plan, enterprise
positioning, and marketing evaluation
• generation-of-demand (promotional) campaigns, including copy, design,
media purchase, website content, POS material, packaging, etc.
• channel management (distribution)
• online commerce
P R O F E S S I O N A L I S M
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CASE STUDY 16
INTEGRATING MARKETING AND PUBLIC
RELATIONS IN A PRODUCT RECALL SITUATION
Anderson Waterproofing is a Manchester-based manufacturer of bitumen-based products
for the building trade. In 1997, they launched a high-performance waterproofing pitch
polymer damp-proof course (DPC) product, which they bought from another manufacturer.
DPC is used to restrict the ingress of moisture through mortar joints and porous structures.
This product was chosen as a product line extension to enlarge their product-market
portfolio. 
The ‘Pitch DPC’ product had been on the market for 6 months when the managing director
of Anderson, while visiting a building merchant, noticed brown stains around the product
rolls in storage. Enquiries revealed that this was a common occurrence that other
manufacturers explained was caused by polymer migration as the chemical compound of
the product broke down and the polymer content rose to the surface to create a milky
solution. 
As a chemist, the MD knew that this could not be the case, so he sent samples to Strathclyde
University for analysis, where a spectral analysis showed that it was pitch separating out,
not polymer. The MD was concerned that this represented a health risk as he knew that
pitch could be highly carcinogenic. The polymer was breaking down over time and allowing
the pitch to migrate to the surface, thus presenting a potential skin hazard for anyone handling
the product.
Further samples, including a number of other pitch polymer products currently available
on the market, were sent to the Health and Safety Executive. Test findings confirmed the
presence of some carcinogens in the product. The HSE pointed out that as a supplier and
employer, the company directors had a duty under the Health and Safety At Work Act to
provide adequate health and safety information to enable the product to be used safely. They
gave guidance on how the product should be handled. 

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