Marketing Essentials: A Comprehensive Guide to Understanding and Implementing Marketing Strategies

Marketing Essentials
5/13/2018

Table of Contents
Introduction.................................................................................................................................................3
Part 1...........................................................................................................................................................4
LO1: Explain the role of marketing and how it interrelates with other functional units of an
organisation.............................................................................................................................................4
a) Explain the key duties and responsibilities for a Marketing Officer and a proposed structure and
operations of the marketing department...............................................................................................4
b) Explain how the roles and responsibilities will contribute to the wider organisational objectives...9
Part 2.........................................................................................................................................................11
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall
business objectives................................................................................................................................11
P3: Comparison between the approach of ‘Your Destination’ and ‘National Express’ in achieving the
business objectives............................................................................................................................11
LO3. Develop and evaluate a basic marketing plan...............................................................................16
b) Produce and evaluate a basic marketing plan for an organisation..................................................16
Conclusion.................................................................................................................................................21
References.................................................................................................................................................22
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Introduction
The success of ever business lies in marketing. Most of the business essentials lie in the
marketing need of an organisation. The term marketing covers a lot of different activity which an
organisation has to carry out, it is associated with the selling of goods and services to the
particular market within a region. Here marketing helps to understand the customer expectations
and helps to design a product according to customers need.
Marketing includes different various activities like advertisement, promotion, branding,
segmenting the product, market research and planning. Marketing is an ongoing process which
helps to build a strong relation with the customer. Marketing is a process which creates a brand
identity for an organisation by satisfying the customer need (Chand, 2017).
(Source: https://bowerycap.com/blog/marketing/saas-marketing-tools/)
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Part 1
LO1: Explain the role of marketing and how it interrelates with other functional units of
an organisation
a) Explain the key duties and responsibilities for a Marketing Officer and a proposed
structure and operations of the marketing department.
Marketing helps to understand the customers need. The marketing function defines the roles and
responsibilities of the organisation. There are different functions of organisations which are
related to the marketing activities like Human resource, Finance, operation and sales. Marketing
helps maximise the growth and profit of the company.
Marketing department is related to finance functions of the company; Marketing helps to decide
the budget of the company, the different ways of promoting the product by advertisement, lead
generation, and distribution. Marketing helps to determine the budget and cost by co-relation
with the finance department.
M2. Human resource department is also linked with the marketing activities it helps to motivate
and train the employees of the organisation in order that the employees in the organisation can
perform better.
Sales team with marketing. Sales and marketing go hand in hand in every organisation, sales
helps to understand the revenue and the profit with the help of marketing activities in every
organisation.
All the different departments in an organisation are related with the functions of marketing
(Stein, 2012).
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(Source: http://www.marketingmri.net/marketing101/evolution/department)
M1. Key duties and responsibilities for a marketing officer
Marketing officer’s role in an organisation is very vital, for a company to grow the officer has to
manage both the internal and the external part of an organisation. His main role in an
organisation is to communicate and carry out work with transparency, below stated are the key
roles of a marketing manager:
 Employee management: The key responsibility of a marketing officer to carry out work
within the organisation with total productivity and transparency in the organisation.
‘Your Destination’ is in the growth stage of the market. The officer should make sure that
the employees perform efficiently and effectively in an organisation.
 Marketing strategy: Marketing officer is also responsible for creating a marketing plan
or a strategy for an organisation. The officer of ‘Your Destination’ should have an
effective plan in mind so as to promote the transport service to its client in an effective
way. By creating a right strategy, we will be able to acquire National Express’s position
in the market (Rush, 2016).
 Expansion: The marketing officer can create different marketing strategies and plan
where the revenue and the sales of the organisation rise. For Example: If the competitor
company National express comes with a service which is at a higher rate, Your
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Destination can plan the same kind of service at a lesser price and better one. Your
Destination can advertise the services which give an attractive timeline which helps the
clients to understand the quality of service we provide.
 Managing promotional activities: Promotional activities are one of the strongest and
the effective means of marketing. Marketing officer of ‘Your Destination’ should make
sure that promotional activities such Outdoor advertisement, PR, Sales are carried out
effectively. For Example: We can come up with a promotional campaign where we can
have an effective way of branding our service to our clients.
 Monitoring performance of employees: Marketing officer’s crucial role is to map an
individual’s performance in an organisation. This helps to understand the gap between
the culture of an organisation and the employee. The officer of ‘Your Destination’ should
have one on one session with each employee which should be done on weekly basis. Here
the officer will be able to understand an individual employee’s strength and his capability
to get a work done. (Sweetwood, 2010)
(Source: http://partnersinexcellenceblog.com/lean-sales-and-marketing-the-role-of-the-manager/)
Proposed structure and operations of the marketing department
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