Roles and Responsibilities of Marketing Function in an Organisation

This article explores the key roles and responsibilities of the marketing function in an organisation, including relationship management, brand management, conducting campaigns, and more. It also discusses the interrelation between marketing and other organisational functions. Additionally, it provides a critical analysis of the marketing function and its relationship with other functional units.

MARKETING ESSENTIALS

Table of Contents
Activity 1..............................................................................................................................................3
P1 An explanation of the key roles and responsibilities of the marketing function .......................3
P2 Key roles and responsibilities of the marketing function relate to the wider organisational context 4
M1 Analysis of the roles and responsibilities of marketing in the context of the marketing environment 4
M2 Interrelation between marketing and other organisational functions........................................5
D1 A critical analysis and evaluation of the key elements of the marketing function and its relationship with other functional units of an
organisation........................................................................................................................................

INTRODUCTION
Marketing essentials refers to the proper concept of
marketing. Marketing is the process of transforming information
between organisation and customers. Marketing is all about to
understand the needs and wants of the customer and their review
regarding the product. Through marketing the consumers aware
about the product that what really the product. It is the one of the
effective ways to aware consumer to the product. This file will
consider Coca-cola is the soft drink manufacturing company which
introduced in 1886. This file will include key roles and
responsibilities of marketing function in context of organisation and
in context of environment, interrelation of the marketing functions
with other functional departments, marketing mix strategies which
are applied by different organisational function etc (Lesser, 2018).
Activity 1
P1 An explanation of the key roles and responsibilities of the
marketing function
Marketing is one of the most essential functions within an
organisation, without it the organisation can not aware customer
about the product. There are many roles and responsibilities of the
marketing function in every organisation and they are following-
Relationship management- If the marketing department works for
manage the relation between organisation and customers then
customer feel happy with the organisation and is make credibility or
profitability for the organisation (Chaffey and Ellis-Chadwick,
2019).
Define and managing the brand- It refers to that what are the
things an organisation sells, what are the use of that product, these
all things which have to define by an organisation to aware
customer. For managing the brand, the main things to know about
taste and preferences of the consumers that what they really want.
Know from them that what are the demands of them regarding the
product and also take feedback from them that how to improve the
product.
Monitoring and managing- It refers to monitor and managing the
sources that helps organisations to advertise their products in
market. Marketing contributes to manage and maintain the social
media pages. It is all about to take decision regarding the
advertisement of the product that how to the product will introduce
in the market through social median because social media is the
biggest place to advertise the product. Advertising plays also an

important role in marketing function (Goldberg, Fishbein and
Middlestadt, 2018.
Conducting campaign - Major work of marketing is to promoting
and advertising the brand with whom the customers aware about the
product that the product makes its existence in the market. Its main
work is to conduct the plan for campaign. Through campaign
organisation can promote the products in the market. Advertising
will be based on both audio or video campaigns.
Identification of customers needs: It is considered to be as one of the
crucial functions of marketing. Role of marketing is to provide
company will all market as well as customer related information to
company and help an enterprise in development of product.
Identify new business opportunities: It is important for marketing
manager is to identify opportunities of new business. For that
manager have to find demands and current market trends for future
improvement and customer satisfaction.
Promotion : It is considered to be as crucial function of marketing to
promote the brand , goods and services .

Figure Marketing function
(Source: Marketing tools. 2018)

P2 Key roles and responsibilities of the marketing function relate to
the wider organisational context
There are various roles and responsibilities of marketing department
within Coca-Cola as discussed below -
Relationship management - Coca-Cola is highly focused on this
function of marketing because relationship management is most
important thing to attract the customers. The marketing team within
Coca-Cola plays a major role in developing customer relationship
management, the marketing department uses various activities such
as online marketing and collect feedback form customers to improve
their products for higher sales and profit.
Define and managing the brand - Brand management is also a part
of marketing and is very essential for Coco-cola to sustain in the
competitive market. Communication plays main role in brand
management. Branding of the product make profitability for the
Coco-Cola. Brand management considers positioning of the product
which is very effective for Coca-cola.
Monitoring and managing - It is another important function of
marketing department in Coco-cola. Through managing the media
channels like social media, the people get aware about the product
and they will start to take interest about the products. It helps the
company to attract more and more customers all around the world.
Conducting campaign - Campaigning is also a function used by
Coca-Cola for promoting the products in the market and it also helps
to aware customer about the product and customer's can know about
the specific use of product through video campaigning.
M1 Analysis of the roles and responsibilities of marketing in the
context of the marketing environment
There are different roles and responsibilities of marketing in context
of marketing environment and they are following-
Developing the marketing strategy and plan- The marketing team
has to develop the plan and strategies for the organisation to sell the
product in market. Marketing team of Coca-cola have to identify the
needs and wants of the consumers. Delivering the products to
customer by adding value in the product and services. Strategic

planning is the process of developing and maintaining balance
between organisations objective, skills and it's changing marketing
opportunities. Marketing plan is based on customer's review and
feedback
Marketing information system- Marketing managers of Coca-cola
need a marketing information system to analytical study about the
product. It can be used for controlling responsibilities and
implementing the planning. Marketing information system provides
information in timely manner.
Monitoring marketing environment- It is all upon marketing team
to manage the environment of the organisation. They have to
identify the trends which exists in market and convert them into
opportunities. They also have to manage the external environment
like social, geographical. demographical etc.
Creating customer value and satisfaction- Customer satisfaction
plays big role in the process of organisation because customers is
everything for the organisation, they are the people who purchase
the product and help the organisation to make profitability.
Customers are value maximizer. Coca-cola can understand the
preference of customer and use the feedback in making strategies.
Market segmentation- The size f market is too wide so it is not
easy for Coca-Cola to reach every people. Market segmentation is
the best technique to divide customers on the bases of age, gender,
lifestyle etc. Marketers find the different characteristics of the
customers and use it into market segmentation.
Setting product strategy- The modern marketing concept refers to
marketing planning with formulating an offer to meet the target
consumers need and wants. Customer judges the product by price,
quality, features. Marketing manager of Coca-cola tries to sell more
products in the market. They have to decide which product line to
grow. The marketing department not only works for set the price for
product but also formulates company's response to competitive
advantage.
Market research- Market research is an important part of marketing
function. Through market research Coca-cola can know about the
situation of their product in the market. Understand the value of
brand among competitors and what are the things which have to
change by the organisation regarding the product. Market research
plays an important role to make competitive advantage for the
organisation. It relates to the wider organisational context and it is
the most important part of the marketing function (Morgan and

et.al., 2018). Through it Coca-cola can make strategies to conduct
the marketing plan.
M2 Interrelation between marketing and other organisational
functions
Many departments which relates to the marketing department
and with the coordination of them the organisation can run smoothly
on competitive world. There are different departments which are
related to marketing department and they are following-
Production and marketing department- They both departments
related to each other very closely. Marketing department know about
the taste and preferences of customer and they guide the operational
or production department to produce the product on the basis of
customer feedback. Interrelation of these departments include
quality and design of the product, volume of the product etc. The
time limit and deadline make by the marketer and follows by
operation department
Finance and marketing department- Marketing department need
for a budget to conduct research, promotion and advertisement of
the product and distribution of the product. All business depends on
financial capability of the organisation. Finance department
responsible for allocate the resources and budget to the employees.
Marketing department concentrate on increasing sales volume and
building market share and the finance department help them with
releasing funds.
Human resource department and marketing department- They
both departments are also related with each other. The marketing
department need to work closely with human resource department.
Main work of HR department is recruitment and selection and they
need to identify the person who comes for job of marketing who will
be responsible for place research and develop new product ideas,
meet production target etc.
D1 A critical analysis and evaluation of the key elements of the
marketing function and its relationship with other functional
units of an organisation.
Key elements of marketing refer to the marketing mix and it
considers following-
Product- Product strategy of coca-cola can be studied by
understanding its wide product range. coca-cola offers following
products such as coca-cola, sprite, Fanta, coca-cola zero, diet coke
and more other products which considered in soft drink. Through the

critical analysis and evaluation of products it has been summarised
that products made by operational or production department and
production department linked with the marketing department.
Marketing department fix deadlines for produce the product and
production department works according to them so this element is
related with marketing department.
Price- Price is the second element which considered in marketing.
Coca-cola follows second degree pricing strategy to sell its product
in market. Pricing is the most important elements to attract the
customers( Hulland, Baumgartner and Smith, 2018). Through
critical analysis the price is relating to financial department.
Marketing department do research regarding the product and tell the
pricing strategies to other management department. Finance
department set the price of the product with the help of marketing
department so the price is related with financial department.
Place- Coca-cola being in the market with many years. It sells its
product in more than 200 countries. The wide area of selling
describes price strategy of coca-cola. Its product are also distributed
in hotels and restaurant chain. Through critically analysis it has been
summarised that place relates with the operational departments and
activities. The place where operational activities are good, the
production level increase there and will make profitability for the
organisation so the place is related with operational departments.
Promotion- Coca-cola sets bench mark for advertising and
branding. The promotional strategy of coca-cola focuses on
marketing through ad campaigns using media like TV, print media,
online ad etc. Through critical analysis it has been summarised that
promotion relates with research and development department
because through research it has to know by marketers that which is
the perfect strategy for advertising of the product and what are the
thing which like by consumers. They understand the consumers
through market research and after that they understand the media
channel which through customers attract. Develop the strategies
according to the review of customers and use the media channel. So,
it has been evaluated that promotion is related with research and
development department.

CONCLUSION
The above booklet examines the functions of marketing department in an organisation such as relationship management, conducting
campaign etc, the report also defined the roles of marketing department in context to Coca-Cola. Furthermore, the study also examine
interrelationship between marketing and other functions in an organisation such as Coca-Cola. In addition to this it also includes critical analysis
on the relationship between marketing and other function within a business.

REFERENCES
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Goldberg, M.E., Fishbein, M. and Middlestadt, S.E., 2018. Social marketing: Theoretical and practical perspectives. Psychology Press.
Hulland, J., Baumgartner, H. and Smith, K.M., 2018. Marketing survey research best practices: evidence and recommendations from a review of
JAMS articles. Journal of the Academy of Marketing Science, 46(1), pp.92-108.
Morgan, N.A. and et.al., 2018. Research in marketing strategy. Journal of the Academy of Marketing Science, pp.1-26.
Lesser, W.H., 2018. Marketing livestock and meat. CRC Press.
Online
Marketing tools. 2018. [Online]. Available through:<https://bowerycap.com/blog/marketing/saas-marketing-tools/>