Marketing Essentials: Roles & Responsibilities, Interrelationship, and Marketing Mix

This article discusses the key roles and responsibilities of the marketing function in a college, the interrelationship between the marketing department and other business departments, and compares the marketing mix of a small college with other colleges. It also provides insights on developing a marketing plan and recommendations for using the marketing mix.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Introduction and different business department.....................................................................1
Key roles & responsibilities of marketing function...............................................................1
Roles & responsibilities of marketing to wider organisational context.................................3
Interrelationship with the marketing department...................................................................3
Marketing department interrelates with the other business functional units..........................5
PART 2............................................................................................................................................5
Compare the small college with other college regarding to marketing mix...........................5
Application and success of the tactical marketing strategies.................................................8
Develop detailed marketing plan............................................................................................9
Recommendations on the use of marketing mix and acquiring the overall strategy to
recognised the marketing plan..............................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the activity that consist of group of institutions and process of creating,
communicating, delivering and exchange offering that have analysis for clients, customers and
society at large level. The activity of the marketing had been promoted of goods and services that
are offered by the business institutions (Campbell, Martin and Fabos, 2018). Marketing leads to
spread more information regarding to goods and services that provided and supports to attract
more and more consumers. A relationship is developed between buyers and sellers by satisfying
the requirement of the targeted customer group. This project is based on the Blackburn College
which is situated at Feilden St, Blackburn BB2 1LH, United Kingdom. It is a small college that
provided further and higher education in various stream. This report categorised into two parts
first one consist of various departments of the college, define key roles and responsibilities of the
different marketing function. Along with analysis the roles & responsibilities of marketing
department and how to interrelated with other department. In second part consist of develop a
basic marking plan and compare with the other organisation to achieve business objectives and
get success in the tactical marketing strategies.
PART 1
Introduction and different business department
Marketing gains are attracting all the business organisations to adopt new and innovative
marketing technique in the organisation to become more competitive. Marketing function is a
role which helps a company to identify and source the product in the desired market to enhance
competence. Marketing functions such as distribution, market research, setting price, finance,
product management, promotional channels and matching products plays important role in
introducing new products and services in the market. In the college have different business
department such as accounting, finance, HR, marketing etc. Through these departments a college
do business in different ways (Nirschl and Steinberg, 2018).
Key roles & responsibilities of marketing function
Marketing is the necessary function that adopt by the different types of organisations as
well as college to become more competitive. These functions are supporting a college to
recognising and source the necessity in the particular market to spread out the competence. The
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marketing functions like market research, setting fees, finance, gathering and analysing the
information and promotional channels.
 Market research: It is one of the primary activity of the college that necessary to present
to search out the requirement of interest of the students and in which stream they wants to
take admission. A deep market research helps in predicting requirement of the consumers
in today's scenario. According to market trends to introduce new course require to
analysis the new subjects, level of competition and ways in which tasted & preferences
are changing of students.
 Setting fees: To setting the fees of the course and subjects that provided by the college to
the students in the different stream. As charging high price might leads to loose students
as they will not find any other college worth the price paid. While charging low price will
leads to losses in college. It is required to set right fees that easily paid by the students for
their course (Nirschl and Steinberg, 2018).
 Promotional channels: Promotion of the college and services provided is the essence of
marketing. Through advertising different channels is done to attract new students and
keeping the existing students. According to market trends keeps on changing new
promotional channels are used to promote goods & services. For this applying marketing
mix of different promotional channels supports in covering all the targeted clients group
to inform and attract for the new courses that offered by the college.
Marketing is a very broad category that is not constrained to inner organizational
variables, and also encompasses all the environmental factors of an economic environment. In
the marketing context, the primary role and duties of advertising are ongoing and appropriate
control of the promotional atmosphere. It is extremely worried as the most crucial role that
advertising plays is the quick and efficient analysis of the business environment, making it easy
to understand the current patterns and economic climate. It is understanding that the marketing
plays crucial role where evaluation the marketing activities regarding to college (Gurtner,
Spanjol and Griffin, 2018).
Creating brand values: Marketing unit is . Through marketing college become aware
about the present opportunities as well as threats that utilised by the Blackburn college to execute
an effective strategy to accomplishing goals and objectives. Interrelation between marketing and
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other functional unit. So marketing department helpful to achieve the objective on time and these
are related with the different types of functional department.
Roles & responsibilities of marketing to wider organisational context
Research and development department: Departments of marketing and research and
development coexist and needs to cooperate to work effectively. In a college such as Blackburn
which provides higher studies of students in different stream and also provide different course
with some more features to their specialisation course. It can be said that research department
makes what market department takes (Bauer, 2018). As both the departments can not perform in
isolation can R and D department can not operate without inputs for their research that are
provided by marketing department. Information regarding taste and preference, market trends,
environmental opportunities and new challenges all the information is provided by marketing
department. On the other side, marketing depends on research and development to come up with
new product ideas that can be marketed profitability.
Finance or credit department: Timely budgetary planning and documentation of all
revenue and expenses is the most significant role of the finance department to assure adequate
monitoring over unnecessary expenditures and expenditure. Marketing department wants to
proper amount of finance for the purpose to adequate implement the marketing strategy to
operate market research. Finance or credit department of an organisation is linked with all the
other departments in an organisation. As all the finances that are required to perform functions in
a department is provided through finance department. Finance department while dealing with
marketing department may often disagree on the pricing decision. As per finance department all
the cost related to product offered must be covered but marketing department may use pricing for
the market development.
Human resource department: HRM (Human Resource Management) is the function in
an organisation which overlooks recruitment and selection, training and development of the
workforce in an organisation. Marketing is an activity that required qualified and skilled
employees. As ample amount of competition is available in market and to beat that competition
effective marketing strategy needs to be implemented with qualified workforce (Grimmer, 2018).
Interrelationship with the marketing department
The interrelation and cooperation between multiple sections is very important for the
Blackburn college due to provide facilities and supports to achieve timely goals and objectives to
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deduct the chances of the chaos and confusion. Due to proper relation between marketing and
other functional departments in order to assure about the efforts of the marketing for the over all
objectives that increase the efficiency and productivity of college. The advantages of the
marketing department to collect all the information about the market activities on the basis
college preparing the effective strategies (Pricilla, 2019).
PESTLE Analysis of college:
Political: These factors includes elements related to government rules and regulation.
Political factors depicts the effect of government policies on particular organization. Political
factor affect Blackburn college organisation in positive and negative way. Effect of political
factors is describe as follows. Government of united Kingdom has provided lots of subsidiaries
and benefits to universities. They started various campaign and schemes which helps in
enhancing college criteria in market area. Due to over participation of government, partiality for
admission process and other program has been observed as employees of this college focus on
enhancing skills and great result of politicians children.
Economical: These are those elements which are affected by economy. These includes,
inflation rate, rescission, industrial life cycle period, interest rate, deflation, bank rate etc.
Following are the effect of economical factors on Blackburn college. Due to rescission period
United Kingdom was suffers from larger unemployment problem but the college provides great
opportunities to their students sue to their market value. Blackburn college charges high amount
from their students for taking admission in their college and pursuing any relevant course. They
also provides loan but at higher interest rate which many students cannot afford.
Social: It includes those factors which affect life cycle of an organization. It includes
religion demographic factors, relationships of entities, preferences etc. Following are the ways,
social factors affect Blackburn organizational. With large network of connectivity and effective
policies Blackburn college built strong goodwill among society. Thus large number of students
take admission in this college this will help in generating revenue and enhancing market growth
of the college. Blackburn is one of the prestigious college of United Kingdom, students outside
from London and United Kingdom came here for their education due to larger number of
students issues related to diversity, harresment, ragging has been increase within the college
premises.
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Technological: These factors includes elements related to development of technologies.
These elements included in external environment factors. Following are the ways technological
factors affect Blackburn college. With advancement of technologies and increment in the uses of
electronic devices in daily routine life by individuals,. Technology play a great platform for
promotion of college activities. Blackburn college employers uses social medial to promote their
college achievement s and uses various advertisement strategies which helps in attractive their
target market customers. Everything can be easily available on social media students uses
technologies to compete their assignments this will adversely impact on their intelligence skills
and also affected on their health.
Legal: These are those factors which is related with the laws and constitution of an
country. Laws and regulation of commissions of United Kingdom are very liberal and they also
provides various benefits to universities this will positively impact on college as they pay their
tax at fixed time period. Due to long procedures of payment of taxes and liabilities employers
and staff of this college broke many rules of business ethics
Environment:This is the last factor of PESTLE technique. Environmental factors
included those factors which directly impact on atmospheres of the economy. Blackburn is
situated at London there atmosphere attract students to take admission in that college. Due to
various campaigns and programs, Blackburn college wastage lots of useful resources during their
event.
Marketing department interrelates with the other business functional units
Marketing functions consist of timely marketing research which is important for the
research department that provides all the relative information regarding to college trends and
changing mentality of the students regrading to course. It is easy for the college to conduct
marketing function and according to that prepare the strategies. Interrelation between marketing
and finance department some time create problem due to excessive control by finance
department on budget of marketing.
PART 2
Compare the small college with other college regarding to marketing mix
Marketing mix is referred to set of actions or tactics that is used to promote brand name
and products offered in the market. A group of marketing variables that are used to combine and
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control the desired response in the target market. It is a essential tool that comprises all the
aspects that impact on the demand of the college among the students. Marketing mix is formed
with various elements that provides focus on each area of marketing to make business more
competent in all the segments. Elements of marketing mix is elaborated as follows-
Basis Blackburn College Tesco Plc
Product It is referred to course and
specialisation offered to the students
for take admission and it supports to
fulfil the requirement of students
regarding to career. Courses are
offered by the college that taught
into different languages by the
experienced professors (Hanlon,
2019).
It offers broad range of products in
which consist of food, stationery,
clothing, electronics, cosmetics and
other financial services etc. Tesco is
mainly dealing into brand products
almost in every type of product line.
It has various types of stores and
different product variety that based
on the type of store. Along with
company is also dealing 33 types of
food categories and deduct by 18%.
Price It is referred to the value of that is
charged for the product offered.
Price of a product depends on
various elements such as cost of
production, targeted segment, ability
of consumers to pay, supply and
demand in the market. Their can be
several type of pricing strategy that
can be used by business in order to
establish their product in market.
Tesco is follow cost leadership
pricing strategy in which set up
lowest price of goods at the time of
maintaining quality. The company
uses effective scale of economies
that helps to provide effective
channels in order to set low prices.
It has been carried out cost of an
average week by over 3% in 2016.
Place Placement and distribution is very
important part of marketing mix.
Education that is offered to targeted
students must be provided where
It has been mainly situated in united
kingdom but along with they have
6900 stores in 11 countries like
Tesco Metro, superstore, express
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these potential students are available.
This means the distribution channel
needs to be selected special course
that is offered by Blackburn college
on right time. Due to provided
special courses at the college
promote to college gain competitive
advantages (Okumus and Cetin,
2018).
and extra. They are adopting main
two channels of distribution in order
to defined online as well as offline.
There are about 6809 stores all over
the world.
Promotion Promotion includes all those
activities undertaken to make the
product or service known to the user
and buyer of the product.
Promotions include advertising,
mouth publicity, press reports,
incentives, commissions and award
to the traders. It implies marketing
communications to convey features
of the product through direct
marketing, sales promotion and
personal selling. Promotion of
specific course provided by the
Blackburn college with the help of
personal selling and free classes of
the course.
Tesco has effective brand reputation
in market and famous as leading
organisation which relies on low
prices. They are applying different
promotional channels such as,
televisions ads, charitable events,
hoardings and many others. It is
mainly use for promotional discount
and sell out more products. It
provides facility of loyalty cards in
this segment target customer and
collect points to redeem and get
discount.
People Employees working in the business
plays important role in offering good
product and service. As Blackburn
college can have less experience
professor so require to recruit highly
It is one of the major and famous
organisation of retail sector where
are working lot of people. Most of
the people select in this company
after the follow particular
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qualifies teachers that become
reason to attract to students for the
college.
procedure. There are working about
480000 staff members in 11 markets
around the globe. Diversity is highly
motivated in Tesco. People are
providing preference in regard of
supporting value.
Process This means the process of
distribution that needs to be followed
for delivering goods to targeted
consumers. The college adopt the
direct contacting with the students
without taking help of any agent and
mediators (Uncles, 2018).
The procedure is followed by Tesco
in order to cover alrge market place
to enhance profitability as well as
productivity. It was designed that
the deviant as per the policies of
business that kept the minimum.
There are idfentified other factors
which are known as accessibility,
service features and stages of
manufacturing.
Physical Evidence It refers to the appearance of the
products that is offered by company.
Blackburn college providing extra
classes and coaching for other
activity that helps to attract students
for the college. It will help to
students at time of selecting college
and take admission for explore
future activities regarding to career.
The Physical evidence shows as
proof that based on relevant
products offer by company to
customers. The logos, labels, colour
combination, equipments and many
others are known as evidence which
is utilised by Tesco for their
customers. All the offline stores is
known as physical evidence as it
place of moment of truth with the
customers.
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Application and success of the tactical marketing strategies
The application of the marketing mix of Blackburn college provide surety and offer
qualitative and satisfactory courses that helps to achieve job in future in reputed organisations.
To proper utilisation of the sources required to focus on the marketing mix that was based on the
comparison with other college. On the basis of other college comparison the strategies with the
other college according to that apply the improvements. The college enhancing the productivity,
profitability & controlling the dominance of competitors and showing to increasing number of
students. Blackburn college had achieve identification of all entire the world and increase the
sales and profit margin in few years. The success of the college mainly based on the different
strategies that adopted by the college and usage effective promotional strategies. They are
selected the advertising strategy and tactics that aids in connecting with student's way of
selecting the course.
Develop detailed marketing plan
Marketing plan is a comprehensive document that includes all the information regarding
all the marketing strategies and advertising efforts taken in the coming year. This includes all the
strategies that will help in accomplishing marketing objective within set time frame.
Overview of the college: Blackburn college is a higher education based college that
established at Blackburn, Lancashire, England as part of Blackburn College. There are studying
about 3000 students that established in 2009. The principal of the college Dr. Thomas Moore.
The number of the students are decreasing so college wants to promote their college to increase
students. For this purpose develop effective marketing plan.
Vision and mission: Vision and mission of the Blackburn college is as follows:
Vision: To offer a distinctive and creative model of American higher education,
grounded in scholarship, student leadership and set up with the community of related work,
learning and services.
Mission: Transforming students lives and our community via the outstanding education,
training and support.
Market Research: Initiating with preparation of a marketing plan needs proper
marketing research in relation to find needs of the targeted consumers. Market research helps in
providing information regarding targeted consumers together with this level of competition
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prevailing in the market is also identified through market research. Research can be conducted in
the following manner-
Primary research: This form of research is conducted by Blackburn by directly
interacting with large number of student group. For grabbing required information from the
consumers a questionnaire is prepared. In this various questions that will help in identifying
expectations of the students in relation to career opportunities. This information helps college to
promote college to highly required by students in the target group (Pooler, 2018).
Secondary Research: This type of research involves summary, collection or synthesis of
existing research. When a college is introduced new courses in the market then information that
is already existing is processed to make it effective for the particular purpose
STP approach: STP stands for segmentation, targeting and positioning. This model is
used by Blackburn college to develop proper strategies for target students group. Segmentation - In this marketing approach large market is segregated on the basis of
individuals with same mindset. There are three methods of segmentation such as
geographical, demographical and behavioural. The college can use the geographical
segment to specify market on the basis of location of the targeted students. In
demographical segment segregation will be made for targeted students on the basis of
age, income, gender, occupation. In behavioural segmentation college classify students
on the basis of their behaviour towards product offered. Targeting – Blackburn college can introduce course in different language that mostly like
by the students and provide all the subjects that they wants to take. For this target to
group of students who wants to achieve good opportunities in future.
 Positioning – To provide different specialise course by the Blackburn college can use the
offline marketing. For this provide seminar, workshops and free classes where they learn
how top explore career opportunities. This will give more reach to company towards
large number of students.
Marketing budget: An estimation is made for all the expense that will be incurred in
future while promoting new product in the market. Having a budget is very important to plan all
the expenses and it is considered as an important part of marketing procedure.
Marketing Budget
Particulars 1 year 2 year 3 year 4 year 5 year
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Initial money 8000 16800 27000 27720 35280
Investment 23000 24000 53680 63000 30940
Total 31000 40800 80680 90720 66220
Marketing Outlay
Particulars 1 year 2 year 3 year 4 year 5 year
Promotions 6500 3200 4480 3500 3450
Sales publicity 3000 1590 3600 1700 1100
Direct selling 1780 1150 4780 2540 5600
Total 11280 5940 12860 7740 10150
Recommendations on the use of marketing mix and acquiring the overall strategy to recognised
the marketing plan
There is provided recommendations to Blackburn college to use of the marketing mix to
understand the marketing plan effectively.
Elements of marketing
mix
Blackburn College
Product For specialisation course in different language provide by the
Blackburn college that provide the different opportunities to
students regarding to their work.
Price As per the price perspective college can target to medium income
level people who easily afford the fees of the college and increase
the students in the college.
Place According to new specialisation course Blackburn college to
reduce the chances of the failure marketing into other cities of so
introduce specialisation course at United Kingdom to attract
students for the studies.
Promotion To promote these course college must provide the detailed
information about the course and how it will help in career
opportunities.
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People At the college provide good atmosphere where students easily
study and engage with the professor regarding to their problems
and contact with the principal easily.
Process All the activities of college has been conducted at smoothly
manner and contact with each department in order to accept all the
results.
Physical evidence There is applying positioning methodology to keep good image in
the market. There is developing physical evidence for different
courses that will aim to develop better reputation in mind of
students.
CONCLUSION
From the above project report it has been concluded that marketing serves a very
important role in introducing a new product and service in the market. Through marketing
targeted consumers and manner in which their needs can be satisfied is identified. All the
colleges establishes a marketing segment that will help to promote their college and targeted to
students regarding to career opportunity. To satisfying large students group and help in attracting
more new students. Marketing helps in identifying new business opportunities and grabbing
them on time to generate more profits.
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