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To systematically evaluate an organisation's marketing strategies, processes, and performance to identify strengths, weaknesses, opportunities, and threats, ensuring that marketing efforts are aligned with business goals to improve the effectiveness and efficiency of marketing activities. This includes analysis of external factors that impact marketing efforts, such as competition, economic conditions and current trends. Performance of marketing campaigns and initiatives are reviewed using measurable metrics (ROI, conversion rates, customer acquisition cost), as is compliance to marketing laws, regulations and industry standards.
To assess and anticipate the future skills and roles required based on organisational growth plans and industry trends, so as to ensure a continuous supply of candidates who possess the skills needed for future roles within the organisation.