Can a CFO run marketing?
Preferred format: This teaching activity is designed to be completed in small groups of students or as a class discussion.
Student audience: This exercise is more suitable for more advanced students of marketing, starting to think about their marketing career.
Exercise time: The group discussion time should run 10-15 minutes.
Marketing has generally suffered from being seen as an “easy” area to manage. As a result, it has been relatively common for executives perceived to be on the track to CEO level to be cross-trained as the company’s marketer. This is obviously created some resentment and lack of opportunity for employees exclusively trained in the marketing area.