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Know how to build cross-functional relationships Relationship types and forms Internal stakeholders Organisational culture 1.1 Identify types of cross-functional relationships in organisations Role and benefits of internal communications Internal communications in: corporate vision and branding, cross-functional relationships, developing customer focus, creating and understanding internal marketing 1.2 Describe the importance of internal communications Internal communications: auditing and planning Internal media: intranets, e-mail, conferences/video conferencing, staff training, newsletters, social media 1.3 Outline appropriate methods for internal communications Employee branding and engagement Internal and external boundaries Flexible workforce 1.4 Outline the relationship between collaborative working and meeting customer needs External stakeholders (customers, intermediaries, suppliers, the media, financial institutions etc.) have traditionally been the focus of marketing communications. However, more recently the importance of internal stakeholders as a group who should receive marketing attention has been recognised and with it the concept of internal marketing has emerged. In this first session we will explore the different types of cross-functional relationships in organisations, look at the importance of internal communications within the organisation in supporting the corporate vision and brand, outline the methods available for internal communications and explore the relationship between collaborative working and meeting customer needs.
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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
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