Roles and Responsibilities of Marketing in Hospitality Industry

Hospitality
Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Roles and responsibilities of marketing function..............................................................3
P2 Roles and responsibilities of marketing related to wider organisation context................5
M1 Analysing roles and responsibilities of marketing in context to marketing environment6
M2 Analysing significance of interrelationship between marketing and other functional units 7
D1 Critically analyse key elements of marketing function and interrelated with other functions
................................................................................................................................................8
TASK 2............................................................................................................................................8
P3Comparison with different hospitality industry with marketing mix and marketing planning
process to achieve business objectives...................................................................................8
M3 Evaluating different tactics applied in hospitality industry...........................................11
TASK 3..........................................................................................................................................11
M4 Marketing plan apply to marketing mix.........................................................................12
D2 Strategic marketing plan applies in marketing mix........................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Essentially, marketing means creating, promoting and delivering goods and services to
consumer and market. Marketing is an activity, set of institution and process of creating,
communicating, delivering and exchanging offerings that provides value for customer as well as
organisation. Hospitality marketing is unique because it deals with both tangible and intangible
products and services. It is act of kindness in welcoming and looking after basic need of guest
related to service such as food, drink and accommodation. In this report the organisation chosen
is Marriott, which is an American multinational diversified hospitality company that manages
and franchises a broad protocol of hotels worldwide. This report is going to analyse the roles
and responsibilities of marketing function in hospitality industry and in wider context to
organisation. Evaluation of different tactics applied in hospitality industry and comparison with
different hospitality industry with help of marketing mix and marketing planning is mentioned in
the project. Furthermore, development of marketing plan for a respective hospitality industry is
included in this project.
P1 Roles and responsibilities of marketing function
A marketing manager in a hospitality industry is responsible for maximizing revenues by
developing programs to increase occupancy and make profitable use of its accommodation,
meeting and leisure facilities. In organisation context Marriott, the roles and responsibilities of
marketing function are as follows:
Roles and Responsibilities Execution in an organisation
Research Research is an important marketing function. The marketing
manager of Marriott has basic responsibilities to identify
customer views and their appeals. They need to continuous
monitor views on their social sites and official page in order
to identify their strength and weaknesses. Moreover,
identify the current and future trends that could effect such
as increasing on demand for low cost family
accommodations or better facilities for business travellers.
Customer Relationship Marketing function help an organisation to build strong
customer relation . In order to build a stable revenue base

and ensure high level of performance, it is important to
develop strong customer relationship. As a marketing
manager of Marriott, it is necessary to build customer
loyalty program that reward customer and bring benefit for
organisation and customer.
Promotion Promotion refer to set of activities, which communicate
product, brand or services of a particular organisation in
target market. It is an important role and responsibility of
marketing function to promote goods and services in market
in an effective way. Developing promotion is an essential
part of marketing. The marketing manager of Marriott, need
to increase occupancy during times of bookings. Running
special events such as gourmet weekends, and offering
incentives such as extra accommodation to attract more
customer.
Awareness Creating awareness is necessary for an organisation as it
help to build awareness of their product and services they
are offering to customers. As marketing manager of
Marriott, it is important role to create awareness of their
hotel so that customer find hotel without any difficulties.
They also need to provide details of booking as well as
product and services that they are offering to customer on
websites. So that customer feel convenience in bookings
and it leads to reach target audience.
The above mention are roles and responsibilities of marketing manager as these help an
organisation to identify right marketplace. This also help in promoting, creating awareness and
building strong relationship to achieve target audience by differentiating from other hospitality
industry of same product line of offerings.