Roles and responsibilities of marketing function in Marriott Hotel

Hospitality marketing
essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
Key Roles and responsibilities of marketing function .........................................................1
Roles and responsibilities of marketing in Marriott Hotel
................................................................................................................................................2
................................................................................................................................................3
Roles and responsibilities of marketing in context of marketing environment with reference to
Marriott Hotel.........................................................................................................................3
Significance of interrelationship between marketing and other functional units...................4
Critical evaluation of key elements of marketing function and the way they interrelate with
other departments of hotel .....................................................................................................5
LO 2.................................................................................................................................................5
Comparison of marketing mix between Marriott and Hilton hotel........................................5
Tactics applied by Marriott Hotel...........................................................................................8
LO 3.................................................................................................................................................8
Marketing plan of Marriott Hotel...........................................................................................8
Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix to
meet marketing objectives for a hospitality organisation.......................................................9
Design a strategic marketing plan to achieve overall marketing objectives........................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential refers to identifying the needs of customers developing plan of
action the product and services that will help in attracting more consumers in the market. A
suitable marketing strategy is very essential in any hotel industry for increasing the brand
loyalty, attracting new customers. Present study is based on Marriott Hotel that provides
hospitality services and accommodation facilities. By collaborating with different segments, firm
operates corporate housing properties and franchises hotels. The report will explain the roles and
possibilities of marketing function. Furthermore, it will describe the roles of marketing in
Marriott Hotel. The report will also compare the ways of applying marketing mix strategy(7Ps)
in company. In addition, the report will critically evaluate the element of marketing function and
its relationship with other functional unit of Marriott Hotel.
LO1
Key Roles and responsibilities of marketing function
Marriott Hotel is an international brand of full-service resort. It is recognised as one of
the large luxury hotel chains worldwide. Business provides services of hospitality and
accommodation services around the globe (Baker and Magnini, 2016). by collaborating with
various segments company is developing, corporate housing belongings and franchises several
hotels, resorts etc. It is operating as a subsidiary of Marriott Inc.
Roles and
responsibilities
Execution of marketing function in Marriott Hotel
Market plan
Development
The marketing function works as a developer and support marketing
manager in developing suitable marketing plan. This function of
marketing is a source of identifying the consumer requirements. It also
assists in evaluating whether Marriott Hotel will be able to achieve
those needs, fulfil the expectations of the target audiences(Beldona
and Kher, 2015). Effective marketing plan help in increasing
profitability, developing its strategies for successfully implementation
of plan.
Market Researcher As a researcher, marketing performs a role of detail provider regarding
customers preferences to Marriott Hotel. It conducts research and
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gather necessary detail about expectation of buyers so that entity can
offer them same products in order to satisfy their requirements (Nath,
2017). This helps manager in identifying target market for business.
Brand Promotion This function plays a role of promoter in Marriott. Through these
function of marketing assist in communicating the product feature,
benefits to the prospective buyers on various social media platforms
that enhance the brand loyalty of people. Ultimately, the enterprises
keeps operating with the revenue generated by increased sales and
gain competitive position in market (Bowie and et. al., 2016).
Relationship Building This function of marketing helps Marriott Hotel in three key areas-
messaging development, content marketing and increase brand
awareness among audiences. By developing a healthy relations with
people, hotel can effectively communicate the key messages to the
different public while developing messaging for the next marketing
program(Law, Buhalis and Cobanoglu, 2014)
Roles and responsibilities of marketing in Marriott Hotel
Marketing play a very essential role in attainment success of Marriott Hotel. It performs
a role of market researcher and assist in researching the details regarding current trends in
customers demand in the marketplace. By conducting the research regarding the expectation of
the customers, it assist in making those product that are mostly preferred by the consumers in the
market (Loo, and Leung, 2018). The firm is able to promote its product and services among the
target consumers communicating various features and benefits to the prospective buyers.
Marketing helps in communicating the benefits of services through social media platform,
advertisements etc. This aids to make marketing plan for the hotel such as developing mission,
implementing effective marketing strategies, analysation of business activities and proper
evaluation or monitoring of different plan of actions, strategies that affect the growth and
profitability of the organisation.
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