Roles and Responsibilities of Marketing Function in Hospitality Industry

Marketing officer in
Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain key roles and responsibilities of the marketing function within organisation..........3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Comparison made for organisations apply marketing mix to the marketing planning
process.........................................................................................................................................5
TASK 3............................................................................................................................................8
P4 Coherent and detailed marketing plan...................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential is one of the necessary aspects for every business firm which deals
with any defined products or services to make it sell to the customer in a lesser time period.
Marketing essential also deals with marketing personnel, development of the strategy along with
taking right course of action to build business at the profitable basis (Phelan and et. al.,
2011).Marketing essential is one of the necessary aspects for every business firm which deals
with any defined products or services to make it sell to the customer in a lesser time period.
Marketing essential also deals with marketing personnel, development of the strategy along with
taking right course of action to build business at the profitable basis. In the current era, the
purpose of marketing essential is to deals out with tools such as product, price, place &
promotion. This assessment will try to put down its focus on Travelodge is the well known
premium travel and tourism firm that deals to providing travelling packages and accommodation
services to its customer's in return of value paid. Apart from this, report will cover discussion on
roles & responsibilities of a marketing function, inter-relationship of roles & responsibilities of a
marketing with organisational context along with comparison of the marketing mix in context of
two different firm. Lastly, detailed and valuable marketing plan is already planned.
TASK 1
P1 Explain key roles and responsibilities of the marketing function within organisation
Marketing is one of the diverse function of every organisation whose role is pioneering
for promotion of any products or services. Marketing itself is based on art and scientific theory
to develop an actual image or popularity of a product. Also, it’s a part of theory comes out of the
scientific study of cause and impact. Marketing function is consisting of the branding, promotion
and creates awareness along with market research (Functions of Marketing, 2016). In context of
hospitality industry, marketing plays pivotal role to expand operation and accomplish customer
so as to build operation at profitable state. The purpose of marketing function is to develop
marketing on step by step basis. In context of Travelodge, roles and responsibilities of a
marketing function are as follows:
Branding: It is defined as process involved for creating of the unique name & image for
a product into consumer's mind mainly with use of advertising campaign with consistent theme
(Muller, 2019). However, role of marketing function is to identify need of the branding &

achieve emotional connection with the customer in order to improve overall performance of firm
and enlarge its market share. One of the pivotal branding is to give unique or attractive brand
name or same brand to all products of a business firms. Also, responsibilities of marketing
personnel are to maintain trust of the customer's in service composition of the Travelodge.
Moreover, marketing function of the Travelodge need to give their emphasis on pin point
advertising of this leading hotel to become market leader and pursues with giving tough
competition to its rivalries.
Market research: It is one of the essential element of marketing function, which e
(Magnusson and et. al., 2013). Common purpose of research is to do detailed analysis of
products or services being offered to the customer. As pivotal function of a marketing, research
is necessary to find idea of a new product and develop strategies for its promotion. In context of
the Travelodge, marketing research is helpful to estimate new product or services to be offered to
the customer's and satisfy their need and wants. Roles and responsibilities of the marketing
function is to: first, identify need of the research either development of new product or bringing
changes into an existing one. Second, carry-out and ascertain true sources of information to
conduct research effectively. Furthermore, role of this marketing function is to build need of the
new product in the market.
Awareness and growth: Awareness is the essential marketing function element, whose
aim is to build awareness of services as a product especially for hospitality industry. It’s true that
hotel firm mainly depends on its customer as source of income. So having awareness to the
customer is priority and build their excitement to experience at-least once. Moreover, roles &
responsibilities of marketing personnel is to look on capabilities of the hotel, develops its major
competencies to build effective awareness among people to develop business profitability.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
Marketing with HR department: Given two Dept. plays outstanding role to achieve
goals & objective in the lesser period of time. If HR section is confident to recruit skilled
candidates and provides to marketing Dept. in such situation, relationship is effective and
positive (Lovelock and Patterson, 2015). In context of Hilton, role of the marketing Dept. is to
perform assessment for gap between existing and required people for market function and inform
it to the HR Dept. to take immediate action. Best people are hired by innovative techniques such
as campus recruitment, social media, etc. Marketing and HR department of Travelodge are inter-