A company’s senior management is responsible for formulating the overall general business strategy. This strategy is then interpreted and implemented throughout the company’s various strategic business units called SBU’s, departments and divisions.
So, in order to support the senior managements direction, a company’s marketing department needs to address two levels of marketing objectives.
The Corporate Marketing Objectives which are typically broad-based and pertain to the overall or general vision and mission of the company. This is addressed in the form of short, medium and long-term goals.
The second level of marketing objectives support the SBU’s, Strategic Business Units which could be the company’s subsidiary or internal divisions and departments. These groups are responsible for marketing to a specific markets and industries but are directed by the marketing department of how to embrace the corporate marketing objectives and strategies and provided direction of how to integrated, adjust and transition those strategies to the industries they are responsible for marketing and selling to.