Integrated Communications Session 1 Unit 1: Internal Marketing: Cross Functional Relationships and...
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Transcript of Integrated Communications Session 1 Unit 1: Internal Marketing: Cross Functional Relationships and...
Integrated Communications
Session 1
Unit 1: Internal Marketing: Cross Functional Relationships and Internal Communications
Know how to build cross-functional relationships
Types of cross-functional relationships in organisations
Lose, organic network
Potential structuresFunctional Activities organised by function, e.g. Finance, Marketing,
Operations, Distribution and HR
Product (or divisional)
Activities organised by product, category or, in a much larger company, division or business unit, e.g. domestic and business services groups
Brand Similar to a product structure but organised by brand – typical of major fmcg companies such as P&G, Unilever, or Nestle
Territory Organised along geographical lines, e.g. EMEA, Americas & Asia-Pacific, or even regional, e.g. Scotland, NE England etc. Often used along with another form, e.g. Products or Functional.
Matrix Combination approach, often used in creative industries or for cross-functional projects and activities
Virtual Very little formal structures that work through loose mechanisms such as partnership, collaboration and networking
Internal stakeholders
Organisational culture
http://coolconversationslive.com/organizational-culture-story/ June 2014
The importance of internal communications
Internal marketing: “The application of marketing internally, including programmes of communication to motivate, inform and develop a common understanding of the business”
Internal communications: auditing
Internal communications: planning
Methods for internal communications
10
Using social media in the workplace
http://richarddennison.wordpress.com/2007/10/11/doodling-on-social-media-tools-and-organisational-culture/ June 2014
Employee branding and engagement
Internal and external boundaries
14
Flexible workforces
Summary and next steps …..
This tutorial has covered:•Types of cross-functional relationships in organisation•The importance of internal communications•Appropriate methods for internal communications•The relationship collaborative working and meeting customer needs