Marketing Roles and Responsibilities in a Small College

This article discusses the roles and responsibilities of the marketing department in a small college, with a focus on Leeds Trinity University. It also explores the interrelationships of functional units within the organization and analyzes the B2B and B2C marketing styles. Additionally, it compares the marketing mix of Leeds Trinity with a competitor in the sports industry.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Marketing departments roles and responsibilities in context of small college......................4
P2 Interrelationships of functional units of organisation and analysis of various marketing
styles (B2B and B2C)..................................................................................................................7
TASK 2............................................................................................................................................8
P3 Application and comparison of marketing mix of two different organisations in marketing
planning.......................................................................................................................................8
TASK 3..........................................................................................................................................11
P4 Produce marketing plan.......................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................15

INTRODUCTION
Marketing is technique all organisations use to spread awareness in public about their
products or services they offer. It refers to the different activities companies perform for
promoting buying and selling of its offered goods or services. Marketing concepts activities like,
promotion, advertisement, selling, delivering and other business related activities. Marketing is a
tool which try to match products or services of entity with those who actually needs them to
fulfil their needs. Marketing department of organisations has various functions, roles and
responsibilities which they perform. Marketing teams and their work are also very important for
other functional units working within company(Perreault, 2018). Its job of marketing department
to make plans and using different tools and techniques of marketing on behalf of entity. For this
report, marketing and its concepts are being explained in context with a college in UK, known as
Leeds Trinity University. It was founded in 1960's by two catholic teachers, who started as
training colleges and became a university in 2010. Leeds Trinity University is located in
Horsforth, England. Leeds Trinity's investors have put lot of money in its operations and
specially in field of sports, nutrition and psychology for development of students studying with
them.
TASK 1
P1 Marketing departments roles and responsibilities in context of small college
Marketing is a process of getting people or consumers attracted towards the several
products or services of organisations. This process has various functions which it performs like
market research, evaluation, understanding and knowing the needs of consumers.
Roles of marketing
1. Conducting research is the foremost analysis and role which a marketing department
perform. This is done to identify customers and understanding their needs and wants,
according to this organisations decide their target audience and develop ideas of reaching
to them(Akbar and et. al., 2017).
2. Next role of marketing is satisfying needs of consumers, from the outcomes of
identification stage company will produce or develop right products for identified
consumers.

3. Retaining is the last role which marketing has, here entities have be very active in market
for its customers and find new opportunities for business to grow. Also, this way they
give reasons to people to stay with them chose them before others.
Leeds Trinity university is organisation which is operating in education industry and marketing
is very important function they need to perform. Education world is very dynamic, new things
and researches are introduced in market everyday. With continuous changing scenarios its
compulsory for Leeds Trinity to introduce those new thing in their courses or study syllabus. To
cope up with changing educational systems, new courses are needed to be developed for
attracting more students. This is where need of marketing comes in college has to perform
marketing roles for spreading awareness amongst students about the updated syllabus and
courses they have introduced. Therefore, marketing is very important aspect for Leeds Trinity
operations to work properly and to attain their objectives(Campbell, Martin and Fabos, 2018).
Structure and operations of marketing department
Functions of marketing department:
1. Most important function of marketing staff is Identifying new opportunities of business
and developing products or services for consumers. This function is performed by
marketing manager by analysing and understanding new trends of market and exploiting
fresh opportunities.
2. Another, important function of marketing department is to perform Customer
relationships management activities. For this marketing staff collects data from internal
different sources of organisation and then conduct a survey. Results of this survey is
presented to other functional units for them to know what consumers expect and to ensure
offering best services or goods to the user(Uncles, 2018).
Roles of marketing department:
1. Most important role marketing personnel has is to Track trends and monitor
competition. Its essential for entity to know its position in market and in relation to
competitors. This is important for company to learn where they lacking and by what
means they can perform better then their competitions.
2. Next very important role which is performed by marketing department is Work and
Brand value creation. Brand is the image of organisation in eyes of its consumers and
that's the task of marketing units to create good brand image of company in public.

Responsibilities of marketing department:
1. Various responsibilities are in hand of marketing employees which have to perform for
company and for effective operations. One responsibility is to make Strategic plans of
marketing for long-term for effective functioning of activities of organisation. These
plans has to be aligned with the plans of other functional units of company(Eng, 2017).
2. Managing events comes under scope of responsibilities of marketing personnel to
carrying off several business activities in coordination. These events can be promotional,
conventions and other related tasks. Different events needs to be managed for getting
effective results and that responsibility is of marketing employees to manage
them(Brychkov and Domegan, 2017).
Marketing concept
Its a belief that companies should analyse the needs or wants of consumers to make
effective decisions for staying one step ahead of their competitors. Organisations adopts different
concepts which are part of marketing concept and there are five concepts which are explained
below in context of Leeds Trinity:
1. Production concept- It refers to the preferences of consumers that they prefer cheap and
good quality goods. Business focus on increasing productivity in very low cost with
utmost efficiency.
2. Product concept- This concept based on the assumption that customers always wants
high quality goods with innovative features. Leeds Trinity's managers always try to
provide best courses to students then add and innovate eventually.
3. Selling concept- Here, promotional and sales factors are considered. Managers of Leeds
Trinity focus on performing effective promotional strategies so that students gets to know
about the unique study courses which are started by the university.
4. Marketing concept- This concepts states a principle that Leeds Trinity has to be one step
ahead of its competition and develop most effective and opted courses worldwide. Also,
to adopt best communication and distribution channels for reaching to maximum
students.
5. Societal concept- It stands on identifying requirements of end users to deliver effective
products or services to target market. Which can be adopted by Leeds Trinity for getting

attention of more and more interested students, as all courses are developed with keeping
well being of students in mind
P2 Interrelationships of functional units of organisation and analysis of various marketing styles
(B2B and B2C)
Interrelationships of other functional units of Leeds Trinity with marketing department:
1. Marketing and Research&Development (R&D)- Both the units activities are
interconnected with each other. R&D departments job is to conduct research activities
for understanding the needs of students and develop suitable courses or syllabuses. On
the next stage its job of marketing staff to make effective marketing strategies to promote
those courses. Which is possible only when correct information is provided to marketing
staff by the R&D personnels.
2. Marketing and Finance- Another, interrelationship is between finance and marketing
staff. For promotion and advertisement activities marketing employees needs money
which is provided by finance department. Their job is make budgets according to the
plans of different units and then render enough funds to them for effective function of
their operations. So, an important role is played by finance department of Leeds Trinity in
successful implementation of actions of marketing function(Nirschl and Steinberg,
2018).
3. Marketing and Customer relations- A very important functional unit which is
compulsory for Leeds Trinity to always maintain is grievance department. Role of this
functional unit is to provide solutions to the problems or any issues student have with the
courses and related benefits offered by organisation. This department is a subset of
customer relations department of marketing,which is also made for resolving issues of
consumers. Marketing and this department is related in indirect form, as marketing staff
collects data from grievance personnels and then make their marketing strategies
according to the needs of students and what they actually wanna know from the
advertisement and promotional activities(Kotoua and Ilkan, 2017).
Influence of external environment on marketing activities
Two styles which are commonly used in marketplaces are B2B and B2C, both the styles
are different from each other holding unique features and characteristics.

Business to Business (B2B) styles is marketing goods or services to other business for fulfilling
their requirements. These transaction takes place when one business needs goods from other to
complete their operations or activities. Leeds Trinity can use this marketing style for making
available best professors to the students. They appoint experts from outside for temporary basis
for providing best knowledge to students on particular topics or courses.
Business to Consumer (B2C) is marketing style where organisation is providing products or
services to the end users or to ultimate consumer. Marketing strategies of Leeds Trinity is totally
dependent on this style they are making plans to attract students towards their college and
education system. They actually are serving to students by giving them knowledge and making
them learn and excel in their selected courses.
Difference between B2B and B2C marketing styles of business:
Basis B2B B2C
Relationship In B2B business transactions
relationships amongst businesses are
built for longer period(Sawant, 2017).
Relationships in B2C marketing are
developed for time being, till the
purchase transaction didn't gets
completed.
Size of contracts Purchases are made in bulk and in
huge numbers. Business needs goods
to fulfil their operational needs and
provide their products to consumers.
Therefore, purchases are made in
huge numbers.
On the other hand, customer buys
products or services just for their
individual need satisfaction.
Therefore, order size are much
smaller in this style of business.
TASK 2
P3 Application and comparison of marketing mix of two different organisations in marketing
planning
Marketing Mix is a tool used by companies to make effective marketing plans for
achievement of predetermined goals and objectives. Its a mixture of 7P's which enables
organisations in getting effective results(Stern and Porr, 2017). This mixture only had four
components initially, which were putting right Product at right Place at right time and at right
Prices. Then due to changing environment of marketplace three new components came in

People, Process and Physical environment. Comparison is shown below amongst Leeds Trinity
and one of its competition in application of marketing mix plan. British university is a sports
competitor of Leeds Trinity and comparison is done on sports services provided by them.
Basis Meaning Leeds Trinity British university and College
sports
Product This element
represents the
services or
courses which
are offered by
the
organisations.
Various educational courses are
provided by Leeds Trinity. But
for this comparison the
emphasis is on the sports
facilities given by the institutes
are the most effective and
giving more and more fame and
publicity to the
university(Eletxigerra, Barrutia
and Echebarria, 2018).
BUCS is a sports institution
which is located in UK, and one
of the biggest competition of
Leeds Trinity in sports. Its
speciality and expertise are in
providing sports education to
students . This organisation is
responsible for organising more
than 50 inter university
competitions including their
home teams too.
Place The area in
which
company is
serving its
products or
service is
referred here.
Leeds Trinity is located in small
town of England, but has
students from all over UK and
some from other regions
too(Rowley, 2017).
BUCS is brand and sports
institution which is located in
London and serves to the public,
students from all over London
takes admission in this
organisation for learning
different sports skills.
Price At what prices
the entity is
making sales
and are those
prices are even
affordable in
Leeds Trinity college is one of
the best in providing higher
education to students. Its
pricing structure are flexible
according to the programs they
offer. Also they have many
The prices of courses is
comparatively high from other
competitors as it has experts
around the world coaching
students. This facility of
expertise cost lot of money for

the location
they are
situated.
scholarships which they provide
on certain criteria to only few
students.
students and for BUCS.
Promotion Different
strategies used
for spreading
awareness in
public is
highlighted in
this element.
Promotional activities of Leeds
Trinity are very attractive. It
provides full information to
students about the several
courses university offer.
Advertisements are the very
important and widely used
promotional activity.
Same is the case with BUCS they
also perform different activities
to promote its services. These
activities are conducted mostly
through social media as per the
changing environment many
people use it and BUCS
managers are also using them.
People The manpower
company has
and expertise
they hold,
quality of their
performance
and efficiency
is considered.
Employee base and
professionals are the key for
Leeds Trinity. The teachers or
professors which are appointed
by college are best in their field
of studies. Also they bring
experts from outside for giving
special lectures to students on
important topics and on special
request of students.
Staff of BUCS is all experts
came from different regions and
location. These coaches are one
of the best from around the
world(Wilson, McCabe and
Smith, 2018). Providing
expertise knowledge and
coaching to the students and
making best teams for
competition on various levels.
Process The inbuilt
systems of the
company by
which their
operations
takes place
and provide
effective
results to
Processes are the systematic
procedures followed by
organisations to perform
activities. Leeds Trinity is a
educational institutes which
make its a obligation for them
to have a proper system and
work according to them.
Discipline is the foremost
Sports needs uniformity in
players and in their lives, which
makes its compulsory for them to
be very disciplined and work
systematically. This feature
automatically brings system in
operations of BUCS and its
structures. All students or players
has to be very punctual and

company. requirement of an educational
institutes to have.
follow systems of the institute.
Physical
Evidence
All services
organisation
offer plays
role of
physical
evidence. The
recognizing
element is
proof of
physical
evidence of
company.
All activities which are
performed by Leeds Trinity
internally and externally are
providing evidence of presence
of the university. Like
advertisement, social media
presence, participating in social
activities like inter college or
university competition and
many other actions(Pappas,
2017).
Physical evidence of BUCS is its
activities it perform. Institution
provide coaching to player plus
organise different competitions
on various levels. This is the
most effective and visible
evidence of the presence of the
organisation. These different
activities also help company in
promotion of its operations and
also to earn money and raise
funds in times of needs.
TASK 3
P4 Produce marketing plan
Marketing plan
It comprises of the written documentation that encompasses various actions which needs
to be performed by the firm within specific tenure. This structure basically includes the
preparation of objective, marketing as well as advertisement strategies that can assist the firm to
attain the determined goal.
Overview of college
Leeds Trinity University provide the higher educational studies which is carried out after
the completion of schooling. It is situated at Lancashire, England and enrol approximately 2500
students each year that study different courses on the basis of their preferences. Respected
college has been operating for ten years but initially it is experiencing the issue of low
admission. To overcome such circumstances the college has planned to open the new courses
which will be delivered by the highly experienced faculty(Mghebrishvili, 2018). Thus, the
marketing plan is presented below:

Vision
The vision of Leeds Trinity University is to fall under the category of top most colleges
of London. Higher ranking and introduction of additional courses of student enhancing programs
will significantly help the college to enhance the percentage of different stream students.
Mission
The mission of the college is to hire those facilities that have profound knowledge over
their subjects. Along with that they can organise the open seminars and sessions for diverse
students in order to gain positive publicity(Zikmund and Babin2018).
Objectives
The objective of the Leeds Trinity University is to enhance the admission of students by
at least 10% during the time of admissions.
STP approach
Segmentation
Segmentation refer to the process under which the company or institute segregate the
large market into sub sets. In context to Leeds Trinity can adopt the demographical
segmentation, by which they can focus on the different families and students and make efforts to
make them an essential part of the college.
Targeting
Targeting is a process of selecting a segment from various section of population which
are best suited for their goods and services they are providing to people. Leeds Trinity can focus
on those students which are in search of experts and who wants to have all higher and updated
knowledge(Hisrich and Ramadani, 2017).
Positioning
Positioning is the method by which Leeds Trinity marketing team can position its new
courses by which they want to enhance the number of students. They need good positioning
techniques to attract and retain students within university.
Marketing mix analysis
1. Product- It represents the goods and services which organisation is serving to the public
or to their targeted market segment.
2. Place- This refers to the area in which companies are selling it products and its
distribution channel.

3. Price- Sale price of the products and services are stated here and decided by adopting
proper strategic pricing policies.
4. Promotion- Actions are taken to inform and attract people towards the organisation those
activities are known as promotional activities and they are considered on this phase.
5. People- Manpower of the company is the key elements and expertise are required in all
types of entity for attaining predetermined results.
6. Process- Every company has a system according to which they work and conduct their
business operations.
7. Physical Evidence- The physical presence of entity in external environment made by
performing different activities, which gives the company a good tangible image.
Marketing channels
Various channels of marketing are present in marketplace which are very useful and
beneficial for university to promote its new courses. Some of those are briefly explained below:
1. Social media- The best and fast method of marketing is using different social media
platforms to market the new courses. The official website of college and other social
media accounts are the best sources( Okumus and Cetin, 2018).
2. Advertisement- Leeds Trinity can also use few advertisement tools for spreading the
word about the new courses they are introducing in structure of university. Newspapers,
magazines and televisions are the best sources for advertising and attracting more and
more students.
CONCLUSION
From the above report it can be summarised that marketing is a very essential tool for
every organisation. It helps them to make effective plans and strategies for achieving the goals
and objectives of company in an effective manner. These goals are predetermined by the top
level managers of company and all marketing plans are made according to them. Marketing
styles which are adopted by organisations also plays a vital role in attaining goals in an effective
manner. B2B and B2C are two styles and both of them are used by company in its operations.
One is for the end users and another one is for purchasing some goods or services which are
helpful in completing business activities. Marketing mix tool is also a very necessary process

which companies perform to make effective foot in market and for providing services according
to the needs or wants of consumers.

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