Roles and Responsibilities of Marketing Function in Burberry

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1. Key Roles and Responsibilities of Marketing Function.....................................................................3
P2: Roles and Responsibilities of Marketing in Relation to Wider Organisational Context....................4
Significance of Interrelationship between Marketing and Other Functional Units of Burberry...............5
TASK 2..........................................................................................................................................................5
P3. Comparison of 7 P's of Marketing Mix of Burberry..........................................................................5
TASK 3..........................................................................................................................................................8
P4. Marketing Plan for Burberry.............................................................................................................8
CONCLUSION.............................................................................................................................................11
REFERENCES..............................................................................................................................................11

INTRODUCTION
Marketing is integral part of an organisation which contributes maximum towards growth
and success into competitive market. It facilitates an organisation to reach its offerings to the
targeted customers within less time period in more influencing and effective manner (Blythe and
Martin, 2019). For this, marketing manager is responsible to perform its roles and responsibilities
so that marketing position of an organisation can be built at strongest level. The present
assignment report is based on Burberry which is engaged in manufacturing and selling
fashionable clothing products across worldwide. The report discusses the roles and
responsibilities of marketing department along with the interrelationship between different
departments so as to achieve business objectives. The report also compares marketing mix of two
similar organisations and producing a marketing plan for Burberry.
TASK 1
P1. Key Roles and Responsibilities of Marketing Function
Marketing Definition
Marketing is an ongoing activity which follow some set of instructions to create,
generate, communicate, deliver, exchange and develop the offers that is most precious for the
companies’ partners, clients and most importantly customers because it helps in satisfying the
needs and wants of the targeted market to earn profit.
Different roles and responsibilities performed by Marketing department
Marketing department play a very crucial role to accomplish the mission of the company.
It helps to promoting the company business. It helps in coordination, promotions and
communication and manage a healthy relationship between company and potential customers.
This department represents the good and positive image of the company. Burberry company
marketing department also responsible for many roles which helps to perform well in the market.
Some prominent roles and responsibility performing by the Burberry company are given below: -
 Managing Your Brand- This is the main role of marketing department. company Brand
show the level like who you really are and where you stand. Brand value leads to
customers’ satisfaction and increase buying power of the customer so that customers get
good experience and company earn more profit. Burberry company marketing

department managing properly their brand value and taking lots of benefits (Hyder,
2016).
 Conduct Campaign for Marketing Initiatives-Marketing department is also responsible
for the campaign management. For marketing initiatives, company identify different
products and services and after this focus on sales cycle to sale that products. With the
help of some materials and communications channel Burberry conduct campaign and
manage marketing initiatives which is beneficial for the organization.
 Produce promotional materials -This is also a prime role of the marketing department.
This Department need to create a good material, and after that promote company products
and services which company are offering. Burberry company is very active in promote
the product and Burberry is keeping up to date all products and services.
 Provide search engine optimizations for websites- Company website is consider the first
place where people search information about the company so marketing department is
responsible for company website and content always up to date. Burberry is giving the
facility of quick search so that customer easily gets company information (Beig and
Khan, 2018).
 Monitoring Social Media- Social media management is significant now. Burberry
company main concern is to manage social media and maintain social relationship with
the customer and company. Burberry manage social accounts and all other media pages
and watch carefully all the online activities.
P2: Roles and Responsibilities of Marketing in Relation to Wider Organisational Context
Marketing function are playing various roles and responsibilities related to the whole
organizational context which help to promote the organizational growth and achieve the target
market. There are many key function of the organization such as HR, finance, production and IT.
Burberry company performing a vital role in every function of the organization. marketing
functions are related to all other functions of the organization that are given below: -
 Human Resource and Marketing: - Human resource related to the employees’ welfare.
HR leads to give employment of the people. With the help of recruitment, Company HR
easily recruit a right candidate for the right job. When we talk about marketing function
of the company is also responsible for the each and every marketing activities like
customer database maintain, advertisement, product development, internal marketing ,