Marketing Essentials for Hospitality (Unit 15)

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Unit Title and Number:
Marketing
Essentials for
Hospitality (Unit
15)
Student’s name
Registration number
Date
Word Count (max.4000)
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Contents
Table of Contents
Introduction......................................................................................................................................................3
Marketing................................................................................................................................................3
Marketing Process...................................................................................................................................3
Key roles and responsibilities of the marketing function in Hilton Hotel International....................................4
The roles and responsibilities of marketing function...............................................................................4
How roles and responsibilities of marketing relate to the wider organisational context........................5
Analysis of the roles and responsibilities of marketing in the context of the marketing environment.............6
Analysis of the significance of the Inter-relationship between marketing and other functional units in
Hilton hotel..............................................................................................................................................7
Critical analysis of the key elements of the marketing function and their inter-relationship with other
functional units within Hilton Hotel..................................................................................................................8
L02: Comparison of the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives.............................................................................8
Evaluate different tactics applied by hospitality organisations to demonstrate how business objectives are
achieved.........................................................................................................................................................11
L03: Produce a basic marketing plan for a hospitality organisation to meet marketing objective.................13
Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix to meet
marketing objectives for a hospitality organisation........................................................................................14
Design a strategic marketing plan that tactically applies the use of the 7Ps and includes measures for
monitoring and evaluation to achieve overall marketing objectives..............................................................15
Conclusion......................................................................................................................................................16
Reference list .................................................................................................................................................17
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Introduction
Marketing can be considered as an important tool for modern business organisation as the
marketers have to understand the market place along with the demand of customers. Establishment
of relationship with customers is possible only because of the efforts of marketing function. Hence
they are applying various approaches of innovation which leads to the marketing strategy in
business. In this modern world, the current market scenario is based on the marketing essentials.
Below mentioned report is based on Hilton Hotels and Resorts having almost 584 properties in
almost 94 countries (Hilton Hotels, 2021). It is an international brand performing business
operations globally. This report is dealing with the marketing essentials of Hilton Hotel which
include the marketing process, interrelation of marketing function with other functions of business
organisation along with the roles and responsibilities of marketing function. Furthermore, it include
a marketing plan as well.
Marketing
Marketing can be defined as the collection of all those activities which are undertaken by
any organisation in order to promoting the buying and selling of products or services. It include the
process of advertising, selling and delivering the products to the customers.
Marketing Process
Below mentioned are the steps of marketing process:
 Understand the customer need
 Develop a basic strategy
 Make a Decision
 Execute a plan
 Deliver the results
Determining and satisfying the needs and requirements of customer is the basic
responsibility of marketers. They start the process of marketing by analysing the needs of customer
and then make the strategy according to their needs so that they can influence them in an effective
manner. After developing the strategy, markers have to make decision that how to convey the
message to them. After that, a plan is executed and lastly, the results are gathered (Alford, P.,
2018).
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Key roles and responsibilities of the marketing function in
Hilton Hotel International.
Hilton Hotels is a group of multinational hotels performing business operations at various
locations. They are providing services of food and accommodation. Along with this, they also
provide place for several events or parties.
Marketing plays major role in the management of Hilton. They perform various activities so
that the customer can feel comfortable and enjoy the moment. Such acts make the event successful
and this is the result of efforts of marketing. The success of event result in the increase in demand of
such events. Majorly the demand of service is totally based on the presentation and performance of
employees.
Importance of marketing at Hilton Hotel can be defined as the way in which the staff of
organisation present themselves in front of the customers and how they provide services to them. If
Hilton hotel want to survive in this competitive market, they are required to do focus on marketing
activities which help the organisation in improving productivity and profitability. In an hotel
company, the marketing department of organisation want to retain the customers and this is possible
only when the customer get unforgettable experience (McCartney 2020). Doing some creativity at
work place is also an important factor which bring some changes constantly. When any event is
planned, they are required to take good care and make them successful.
The roles and responsibilities of marketing function Market research: It has been found that there are several factors on the basis of which, the
customer select a hotel which include prices, location, its meeting facilities, its access to
road, air travel or rail. It is the responsibility of marketing manager that they should
determine the factors which result in the attraction of customers. Keep an eye on the reviews
on their own website along with the various hotel booking websites which help the
organisation in knowing about their strengths along with their weaknesses. Marketing
function have to do proper research in order to determining the current trends which may
effect the revenue of hotel.
 Finance: Generating revenue is the main responsibility of marketing function as their main
function is to perform various activities in order to sell the products and services. For the
purpose of smooth running of business operations, they are required to have proper funds so
that they can easily perform all the tasks in an appropriate manner. The marketing function
of Hilton Hotel is responsible for preparing the budget and providing finance to them so that
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