Marketing Essentials: A Comprehensive Guide for London Bridge Business Academy

Marketing Essentials

Table of Contents
Introduction......................................................................................................................................6
LO1..................................................................................................................................................7
LO 2: (Refer to Appendix)............................................................................................................11
LO3................................................................................................................................................15
Conclusion.....................................................................................................................................21
Reference List:...............................................................................................................................22
Appendix:......................................................................................................................................23

Introduction
Marketing is a procedure of carrying on production and trade by promoting and selling goods
and services through tactical and strategic ideas with the help of mediums like advertising and
market research. Marketing has been a vital approach to the expansion of the college as these
decide the amount of revenue that the college is going to get from the market. Marketing Mix
can be defined as the combination of different factors that the organization requires to control in
order to amplify the entire sales in the market.
This study will be highlighting on the college London Bridge Business Academy (LBBA). This
is a business college located in London and aims at specializing in Professional exams and
Examining Bodies. Thus, this study will focus on what marketing mix is and how it would be
used to develop the market condition of this college. It will also showcase the roles and
responsibilities of marketing and a marketing plan in respect of this college.

LO1
(P1) Explain the key roles and responsibilities of the marketing function in the small
college.
The marketing department must be spotlighting on the exchange of goods and services and to
fetch in the interrelationship between the consumer and the producer to attain an utmost level of
satisfaction from the students and thus receive maximum profit. The utility of marketing is to
recognize the students’ desires and how to gratify them properly. These functions on the whole
of marketing must include buying, selling, transportation, storing, financing, risk taking and
shelter market information through scrutinizing the upgraded technology and the strategies of the
market (Hult and Ketchen, 2017). The different marketing functions can be distributed into
subdivisions as stated below:
Designing and Development
In this modern competitive market, many colleges have gained its existence in the market. Thus
this college must implement new and different services to the students and that too quite
affordable so that attracts a lot of students all over the world (Baker, 2016). It has to maintain the
quality, the shape, the style of the products and services.
Pricing
The price factor is very important for any college to flourish especially if it’s a college like the
London Bridge Business Academy as this is a small college and it does not have a huge goodwill
in the market in respect to the other reputed colleges in the UK. Attractive prices must be set for
the products and services to attract more students (Rowley, 2016). Moreover, funds are also
needed for the promotion of the college ion special events.
Research and development
It is very important to understand what the college has to offer and what actually the students
need. Gathering and analyzing the information to judge the internal weakness and the strengths
of the enterprise to achieve the target (Hollensen and Opresnik, 2015.). The questions that can be
asked during the analysis are:

 What are the desires of the students?
 What is the Price desired by the students?
 What is the quantity desired?
 What are their personal desires from the college?
 What kind of promotional technique would they like?
 Where do they want?
Student Support
It is one of the important functions as this directly relates to the marketing of the product and
how it would affect in the later future. This includes the pre-sales and the post-sale services,
handling the students, their complaints and the queries, consumer information and the technical
services.
Distribution of the Products
This is also important as this determines how the product will reach the students. Likewise, for
the college the London Bridge Business Academy, it can sell its course through online mediums
and provide student stays inside the campus areas.
Standardization and Grading
This is very important for the college for the determined specialization of the products and the
demanded quality and the quantity of the students. Moreover, the distribution of the goods is
done through various groups determining the certain characteristics.
You must provide an explanation of how the roles and responsibilities of marketing relate
to the wider organizational context, with reference to the small college. (P2)
The global economy is increasing at a very high rate and the small colleges are gaining huge
support for the growing markets (Zhang et al., 2016). Thus, the role of marketing has been a very
important for any college to carry on its business. The competition along with the technologies in
the markets is changing and is getting better day by day. Nowadays it has been very hard to
maintain a friendly relationship with its competitors.

Social media work as a very important platform for the colleges for attracting students and set an
audience for the product they distribute. Marketing is very important for maintaining public
relations and as a result, this brings confidence to the students to try and demand new products. It
is a huge platform to get feedback from the students and new products can be launched with
respect to this feedback and use this medium for publicity. Marketing strategies are created for
the present enterprises, with all the scientific up gradation and existing marketing strategies. This
approach makes the marketing psychiatry extra significant in every applicable enterprise,
irrespective of their marketing policies after revenue or non-profit organization.
Without the help of marketing, the colleges would be lifeless (Wirtz et al., 2014.). The success of
the colleges is determined by the discrete functions of the funds and the relevant dissimilar
collections but also from the healthy public relations with the students.
Advantages or benefits the marketing department would bring to the small college.
A conspicuous preferred standpoint of advertising is the advancement of the business; getting the
acknowledgment and consideration of the intended interest group over a far-reaching or
particular market. Putting resources into advertising is important. The most critical position of
showcasing is subsequently just enhancing the organization's benefits by boosting deals.
Brand Recognition
A standout amongst the most eminent elements of advertising is creation and advancement of
corporate brands. The achievement of the college is ensuring accomplishment of the organization
goals. To remain aggressive, colleges need to connect with whatever students could expect under
any circumstances and how to offer those expectations in those situations (Moorman and Day,
2016).
New Product Ideas
In today’s technologically sophisticated universal market, students keep on searching until they
discover products that are innovative. Marketing provides the benefit of showing students the
most recent and best products a business has to offer.
Increased Sales