Marketing Mix Comparison of Two Colleges

MARKETING ESSENTIAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Introduction to college and its different departments..................................................................1
Key role and responsibilities of marketing function in small college.........................................2
Relationship between marketing and other functional units........................................................3
TASK 2............................................................................................................................................5
Marketing Mix comparison of two colleges................................................................................5
TASK 3............................................................................................................................................8
Marketing plan.............................................................................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the tool that is used to promote the brand and raise awareness among
consumers (Tripathi, 2016). Present study is based on Grantham College, it is the small size
collage of London. It has limited courses and staff are also limited. Recently company is facing
the issue of declining number of students due to which its sustainability in market is getting
affected to great extent. Current assignment will prepare marketing plan for Grantham College so
that firm can improve its condition and can sustain in the market . Furthermore, study will
include role of marketing and its responsibilities. Department of Grantham College will be
explained in this report, it will also highlight relationship of these departments will marketing
functional unit of Grantham College. Study will compare 7;Ps of college with other collage.
TASK 1
Introduction to college and its different departments
Background of Grantham College
This is the small size college in London that has many courses related to business
administration. It has many educational programs for both undergraduate and post graduate
learners or students. Apart from this, Grantham College also has many engineering, sport courses
hence person can get enrolled in any course as per their interest. Professional pay close attention
on their students so that they get better opportunities in near future (Vezi, 2017).
Departments of Grantham College
This college has many departments; these are explained as below:
 Administration department: this department is responsible for managing documents,
managing admissions of students and handling all the required task related to
administration.
 Accounts department: This is another department of Grantham College which is
responsible for handling fees of students, managing other cost such as salaries to
professors etc (Mohamed, Alhfez and Rahama, 2017).
 IT department: This is important department which arranges technical equipment’s for all
the students such as computers for learners, arrangement of engineering equipment’s,
maintenance of all IT equipment’s etc. so that students can get more knowledge and can
learn new things.
Marketing definition
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Marketing can be defined as process of activities that are used to exchange information of
one company with consumers and make them aware with the features of products offered by
business unit. This is the process that gives positive results to firm by raising productivity and
profitability (Kotler and et.al., 2018).
Concept of marketing
Production concept pays attention on maximum availability of goods and services so that
many consumers get attracted towards the organisation. Product concept believes that product
must have quality so that enterprise can keep its consumers satisfied and can gain competitive
advantage in market. Selling concept states that to enhances sales of company there is need to
spend more money in promotion activities so that more buyers can get to know about company’s
products and take interest in it (Lovelock and Patterson, 2015). Grantham College is planning to
take support of selling and production concept, by this way it will be able to raise awareness
among all students about new courses and its benefits for them so that they take interest in
getting admission in this college.
Key role and responsibilities of marketing function in small college
Grantham College is facing the issue of declining students, as many other big universities
are in London that offers big courses to learners thence they take more interest to go there. Role
and responsibilities of marketing is explained as below:
Conduct market research
This is one of the most important responsibility of marketing department, it plays the role
of researcher. As Grantham College is facing problem of declining number of students hence
overall profit of college is getting down. Through marketing enterprise can get to know issues
faced by learners in the college and why they are moving towards other colleges. Apart from
this, marketing is helpful tool through which Grantham College can get to know the need of
students so that they can offer them bets courses that can give them more professional
opportunities in their career (Chaffey and Ellis-Chadwick, 2019).
Set price
Marketing plays significant role of price setter, as there are many colleges those which
are offering courses at affordable prices whereas some big universities are hers those which are
charging high fees from learners (The importance of marketing in Higher Education, 2019).
Through marketing Grantham College can get to know actual paying capacity of students hence
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