Marketing Essentials: Definition, Role, and Importance

This document provides an overview of marketing essentials, including the definition, role, and importance of marketing in achieving business objectives. It explores the interrelationship between marketing and other functional units within an organization. The document also discusses the development and evaluation of a basic marketing plan, the elements of the marketing mix, and the significance of extending the marketing mix. Additionally, it covers the marketing process and the importance and value of marketing plans.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Definition of marketing..........................................................................................................3
Role of marketing and its interrelationship with other functional units.................................3
Responsibilities of marketing manager are:...........................................................................4
Relation of marketing department with other functional areas..............................................5
LO 2.................................................................................................................................................6
Elements of marketing mix to achieve overall business objectives.......................................6
LO3..................................................................................................................................................9
Develop and evaluate basic marketing plan...........................................................................9
REFERENCES..............................................................................................................................15
Books and Journals...............................................................................................................15

INTRODUCTION
Marketing essential refers to advertising, publicity, promotional and sales techniques are
considered as marketing. Marketing is the process which begins after product is designed and it
is ready for sale or delivered to final consumer. Brighton college of Art was established in 1858 ,
Vice Chancellor of college is Debra Humphris. College is situated in Brighton, Eastbourne and
England. Total number of students are 20470 and administrative staff is 2700.
In present report role of marketing and its relation with other functional units of
organisation. Comparison is done on the basis of 7p's between Brighton college and
Staffordshire university. Importance of marketing, evaluation and monitoring marketing plans.
LO1
Definition of marketing
Brighton College is located in Brighton 's Kemptown area, in the east of the city. It is an
independent , co – educational boarding and day college for girls and boys. It has different types
of departments such as Business Institute, Allied Health Institute, Cybersecurity Institute,
Personal Development Courses and also offers distance learning programs (Nandonde, 2019).
Marketing -Marketing refers to activities a company undertake to promote the buying and
selling of a product or service.
Marketing concept focuses on achieving organizational goals by creating a company that is
more effective and efficient than competitors by creating , delivering and communicating
customer values to its selected target markets.
Role of marketing and its interrelationship with other functional units
Roles of Marketing
·Meet students needs– Marketers identify the needs of the students and adopt the market
strategies accordingly. They influence wants, as they shaped by cultural and individual
personalities.
·Ensures organisation survival, growth and reputation- Marketing helps the business achieve
their objectives because it customer centric. Marketing helps in customers satisfying customers
beyond their expectations. PR program helps in building the companies reputations.

·Increased Knowledge -Brighton College use skill professionals who play important role in the
life of students . They help in guiding students about their career goals, mission which increased
the knowledge of students.
·Economic Growth - Marketing creates demand. Increased demand encourages production and
distribution activities. As a result, industrial results is boosted and income levels due to increased
employment opportunities (Wilson, McCabe and Smith, 2018).
Marketing as a business function
Marketing department plays a important role in promoting the business and mission of an
organization. It is marketing department job to reach out to prospects customers, investors and
community, while creating an overarching image that represents the company in the positive
light.
Explain the roles and responsibilities of marketing relates to wider organization context.
Marketing functions remains both for both B2B and B2C business. For both type of businesses,
the marketing function included direct marketing , public relations , advertisings , events, and
internet marketing word of mouth. It is the prime focus of the organization with other functions
of the organization .
Responsibilities of marketing manager are:
 Conducting campaigns and development programmes for students to improve their skills.
 Monitoring social media activities and make improvement in plans so that good services
can be provided to customers (Patil and Bach, 2017).
 Search different techniques for promotion like, short videos can be made in which
interior of college, library, classroom and canteen should be covered.
 Seminar should be arranged for development of individual student and give good
facilities to attract more customers and increase profit .
Duties of marketing manager are, to conduct marketing campaigns for students and for
post graduation students extra development activities should be provided, focus on satisfying
students and make good strategies for promotion, conduct market research, competitor analysis
and identify target audience so that revenue can be generated, develop communication skills
among students.

Objectives of marketing manager in college are, to identify need and requirement of
students and check that what type of environment they want in college. They also focus on profit
maximisation by making good promotional strategies, give students and parents various choices
that they can adopt for better future. The marketing manager focuses on developing knowledge
of students.
Relation of marketing department with other functional areas
Marketing department is having contact with different departments such as, research and
development, production department, human resource management, production department,
finance department. As marketing is the area which helps in identifying need of consumers and
tell production manager. According to the requirement of consumers production department
make product. For funds marketing manager has to communicate with finance person and then
they will give money for further activities (Esmaili and et.al., 2017).
Research and development : In Brighton college marketing manager interact with
research and development area for identifying fields in which students can improve their skills
and they have future growth opportunities. R&D department finds interested areas by conducting
survey and getting reviews from students about their interest.
Relation with finance department: They have relation with finance manager as they
ask them for funds for giving advertisements in newspapers, magazines. They need fund for
managing day to day activities.
HR department : Marketing manager interact with HR department for any recruitment
process. As for hiring any new faculty for college human resource manager will communicate
with marketing area for giving advertisement for vacant position.
Advantages and benefits of marketing manager:
Marketing manager of Brighton college work in a comfortable environment and they earn
trust of students. All the other departments are depending on marketing manager as they identify
demand in market and they communicate this information to other departments. They make
arrangement for seminars or any development programmes for students, provide good services to
them and make strategies to attract customers. It is the responsibility of marketing area to
increase profit of college.

LO 2
Elements of marketing mix to achieve overall business objectives
Basis Brighton College Staffordshire University
Product Brighton college is designed to
provide knowledge, skills and
experience to students so they
can become all rounder
marketing professional.
Students learn innovative
approaches to marketing. They
provide courses such as,
BBA,MBA, BCA,B.TECH,
DIPLOMA.
Staffordshire university
provides balance between
academic knowledge and
practical learning. Students
develop both skills and they
learn points for good
marketing. They provide
courses in art and design,
accounting, animation,
computer science.
Price The fees of college is not so
high, it is affordable. They
follow penetration pricing
strategy in which initially price
is kept low.
Fees of this university is high
as compare to Brighton college
because it provide good
facilities to students and they
learn new skills. In this
competitive pricing strategy is
applied in which price is set
according to competitors.
Place It is located in Brighton,
Eastbourne, England.
It is located in Staffordshire
(Stafford; Stoke on Trent;
Lichfield), Shrophire
(Shrewsbury), England, United
Kingdom.

Promotion The promotion is done by
giving advertisement in
newspaper, pamphlets,
hoardings, posters.
The university is famous by
services provided. The
promotion is done with the
help of advertisement on
social; networking sites,
newspapers, magazines.
People In Brighton college a team of 4
to 5 members of marketing is
made and they are responsible
for making promotional
strategy and plans for giving
advertisement. Students are
also doing marketing by telling
other people about facilities
that are provided by college.
Students learn new things and
develop their skills. Teachers
and other staff members are
also playing crucial role in
marketing.
Staffordshire university
appoints marketing manager
and team of 6 to 7 members
for marketing. Students of
university will also help in
marketing as they will tell to
their friends about college.
Lecturers, cleaning staff are
also involved in marketing.
They will tell other people in
their contact about facilities
and they give academic as well
as practical knowledge to
students.
Physical evidence Brighton college is having its
own website where all the
information is provided
regarding courses and their
fees structure.
This is one of the best college
and having all details on its
websites. Students can collect
information from the website.
Process During covid -19 teachers take
online classes and they take
exams online. In offline
classes all teachers are taking
Daily lectures are being taken
by teachers and weekly they
arrange activities and seminars
which is beneficial for

regular classes and extra
development programmes are
arranged.
development of students.
During covid -19 online
classes were taken and
additional programmes, expert
lectures were arranged by
teachers.
All the 7p's of marketing are important for an organisation in achieving overall business
objective. Product is essential as product should be made according to need and requirement of
customer. In college students want that interior of university should be good like classrooms are
digitalised and having all the facilities. Prices or fees of college should be as per the services
provided by them, they can use competitive pricing strategy, penetration pricing strategy. Place
should be suitable for everyone for example, college should be located in the city which is
convenient for all (Perreault, 2018).
Promotion of university can be done through advertisement on social sites, newspapers,
magazines. People refers to persons involve in marketing like, customers, teachers, staff,
students. Physical evidence means using websites for checking reviews of college, collect
feedback from students and their parents regarding facilities provided by the college and study.
Process means during covid-19 how teachers take classes and manage exams.
All these 7p's helps organisation in achieving objectives as this is proper structure which
is to be followed by companies for accomplishing goals and objectives of business. If product is
not good then other functions cannot be performed. When all the 7p's are properly followed then
company can achieve its business goals. Price should be reasonable so that consumers can afford
and suitable place.
Significance of extending marketing mix
The marketing mix is extended from 4p's to 7p's so that companies can better understand
or define its marketing strategy. Organisation can identify each part of marketing in detail and
get closer in achieving goals and objectives. People, physical evidence and process is also

important for a company and take necessary steps regarding this. A marketing manager is
responsible for developing overall activities and properly understand importance of all 7p's.
Marketing Process
Marketing process consists of four elements i.e., analysis, planning, implementation and
controlling. When doing marketing it is responsibility of manager to identify and analyse market
situation , competitor analysis, promotion strategy. It is important for an organisation to do
market research before marketing to determine how to attract customers and what strategy is
used by competitor to attract consumers.
For example, for marketing of college short videos o college in which interior of
university is included, canteen, library and post it on social networking sites. Today almost all
the people are using social sites and students are more active and they get attracted by interior of
college.
The next step of marketing process is planning which refers to make plans and strategies
for promotion of product. Marketing manager of Brighton college conduct market analysis to
identified that what are the needs of consumers and competitor strategy, according to that
planning is done by marketing team for promotion. Planning is necessary for every organisation
because if plans are not made then it is difficult for company to identify goals and objectives that
are to be achieved (Blythe and Martin, 2019).
Next step is implementation which means that plans that are made by marketing
manager should be implemented and evaluate the performance. All the promotional strategies
need to be implemented and after that compare performance and check whether goals and targets
are achieved or not. Mistakes that are done this time due to which goals are not achieved should
not be repeated again. Managers of Brighton college implement strategies and check whether
goals are achieved or not.
Last step of marketing process is controlling which means to control all the activities. It
is the responsibility of manager to check whether employees are working properly or not, all the
activities are implemented according to plan. Note down the points that need improvements for
next time and try to make good plans in future so that organisational goals can be achieved.

LO3
Developing an appropriate marketing plan
Importance and value of marketing plans
Marketing plans and strategies are essential as it helps in making sales easy for the
organisation. When company knows their target audience and needs of consumer’s then business
owners can reduce their cost by producing good quality products and increase sales. When
consumers get products of their choices they buy it easily so, marketing plans helps organisations
in better understanding choices of consumers and make them happy (Hidayatullah and et.al.,
2019).
EXECUTIVE SUMMARY
In this task marketing plan was discuss about the mission, vision, aim and objective of
college. A marketing plan was made to increase sales of small college. Situational analysis was
also done in which strengths, weakness, opportunities and threats are described, PESTLE
analysis, Ansoff matrix, ‘7ps’, STP, budgets. Furthermore, monitoring and controlling of
marketing activities was discussed.
Mission – The mission of college is to provide distance education services to students at
reasonable price.
Vision – To develop skills of students who want to take positive decisions in life.
Aim – College wants to generate more profit by giving good education programmes and increase
sales by getting admissions of more students.
Objectives:
 To increase admissions in college within 3 months.
 To increase distance education facilities for post graduation courses within 5 -6 months.
 To attract more students by providing good facilities in 4 months.
Situational Analysis
SWOT ANALYSIS

It is necessary for every organisation to analyse strengths, weakness, opportunity and
threats. It helps company in making plans and strategies on the basis of current market situation
and they can achieve their goals.
Strengths: it refers to points that differentiate company from other organisations. Opening a
college requires many things like, interior of college should be good, more students take
admission, provide good facilities and for developing skills. In most of cases, Institutions provide
online classes and distance education for all courses and at affordable prices. This will help in
increasing sales as more students will be attracted.
Weakness: New idea of online class is become consider as great opportunity for student to learn
something new, which help for improving skill of students. Distance education is type of another
approach in term of education but it is not completely helpful for students in term of knowledge
gain. In fact sometimes, it also doing the strong comparison with other students who are
regularly going to college.
Opportunities : new students will take admission and this will help in built a good image in
marketplace. People from different countries will come to take admission in different courses.
After sometime college can be established as best university across the world.
Threats : there are many competitors in the market where owner of college should be done
analysis on the current market position, provide services or facilities according to need of
consumers. If an organisation wants to face competitors then they should make better plans and
strategies for increasing their sales and profits (Sari and Gultom, 2020).
Pestle analysis
Political factor : There are changes in policies of government like tax policy so this will affect
objective of small college as they have to pay large amount of tax if tax policy is changed.
Economic Factor: this factor is related the interest rate, inflation rate which may directly
affecting on the university or college. It has been examined that Inflation rate increases the fees
structure of different educational courses.
Social Factor: Students are from different culture and background so it is difficult for teachers
to manage them. To reduce the aspect of teachers where they will give group assignments to
students so that they can interact with each other (Pomering, 2017).

Technological factor: As nowadays technology is changing so colleges also have to take
necessary steps for generating more revenue. During covid -19 all classes were taken with the
help of laptop, smartphones,and using zoom app, google meet to connect with students.
Legal factor : This can be a barrier for new businesses as in different rules and regulations of
nations. so it is difficult for managers to change accordingly.
Environmental factor : It includes noise, inappropriate temperature, electricity issues,
classrooms are not arranged properly, disturbing variables in class, overcrowded classrooms. So,
while making plan for opening new college all these factors should be kept in mind so that after
implementing plan there should be no issue.
ANSOFF MATRIX
Ansoff matrix describes four strategies that help in increasing sales of company i.e.,
market penetration, product development, market development and diversification. These are
some ways by which company can accomplish its goals and objectives. Market penetration
focuses on increasing sales of existing products and in the same market. For example, a college
is located in UK and owners want to increase sales by attracting more students through
advertisement on social networking sites (Dost, and et.al., 2019).
Product development refers to introducing new products in existing market. As small
colleges want to increase their sales so they can provide some additional facilities like,
scholarships to students scored more than 80% etc. This will help in increasing profit and build
good reputation. Market development focuses on entering into new market using same product.
For instance, college is opening its new branch in some other country to increase its revenue.
This is strategy which is used by most of companies to generate income and attract new
customers. Diversification means to enter new market and product is also different. When
organisations does not gain profit in existing product then they shift towards making new product
so that company can earn profit.
7p's
There are 7p's of marketing mix, product, price, place, promotion, people, physical
evidence and process.
Product – the college wants to increase its sales when more students take admission in college.

Price – Penetration pricing strategy is applied in which prices are kept low in starting to attract
more students and after sometime prices are raised to earn more profit.
Place – The college is situated in the country and students can come easily.
Promotion – For promotion managers give advertisement in newspaper,magazines and on social
networking sites.
People – In marketing team in college 5 -6 members are included to identify need and demand in
market.
Physical evidence – College can give all the information on websites so students can clear their
doubts by reading information from the website.
Process – during covid -19 online classes were arranged and distance education is provided.
STP
Segmentation, targeting and positioning refers to the identified the particular audience
segmentation in smaller groups having similar interest and needs. In order to increase the
production and sales of business in which it become easier for targeting the potential audience
towards brand position.
For increasing profit of small college students are targeted for graduation and post graduation
courses. Segmentation is done on the basis of demographic as people from different culture and
backgrounds come together in similar platform (Datta, Ailawadi and Van Heerde, 2017). The
main focus is on students of age group 18-23 who want to do graduation and post graduation
courses.
Budget
When making plans for marketing in regards of business establishments, then budget is also
prepared for estimating cost and funds that are required to accomplish goals.
For example- university or college is majorly focused on the investing a lot of money in
promotional activities such as newspaper, magazines etc. For every activity of marketing fund is
essential so managers able to make a proper arrangement. For implementing this plan it requires
“60,000”, investment pounds.

Monitoring and Controlling
After planning all the activities for marketing managers are responsible for monitoring
and controlling and check that whether all the work is done according to plans made or not. They
also check that whether any improvement is required in strategies or not (Zahay and et.al., 2019).
Managers should note down the points that are to be improved next time, mistakes should not be
repeated.
Sales analysis is basically used by college for purpose of evaluating the performance,
involvement of sales team towards targets. It helps for identifying the performance of individual
person and manager can easily identify who is performing good and which person need
improvement. It helps in forecasting sales and make plans according to that.
Market share analysis helps in identifying and compare performance of business with other
competitor. This can be applied by college to determine weak points of plans that managers
should able to improve sales of college and generate more revenue.
CONCLUSION
From above analysis, it has concluded that marketing is an essential element for every
organisation. External environment influences marketing activities because they affect
companies decision making. Interrelationship of marketing with other business units is
described. Furthermore, identify the importance of 7p's marketing mix, marketing planning
process is described which includes, analysis, planning, implementation and control. Further,
market related plan is discussed in which mission, vision, aim and objectives. Situational
analysis, budgets, monitoring and controlling is described.

REFERENCES
Books and Journals
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Datta, H., Ailawadi, K. L. and Van Heerde, H. J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
Dost, F., and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing. 83(2). pp.62-81.
Esmaili, S., amnd et.al., 2017. The impact of marketing mix on perceived value, destination
image and loyalty of tourists (case study: Khalkhal city, Iran). Modern Applied Science. 11(11).
pp.96-108.
Hidayatullah, S.,and et.al., 2019. The effect of entrepreneurial marketing and competitive
advantage on marketing performance. International Journal of Scientific and Technology
Research. 8(1). pp.297-1301.
Nandonde, F. A., 2019. A PESTLE analysis of international retailing in the East African
Community. Global Business and Organizational Excellence. 38(4). pp.54-61.
Patil, D. D. and Bach, C., 2017. Marketing-Mix for Strategy Building. Marketing. 4(4). pp.7146-
7149.
Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian Marketing
Journal (AMJ). 25(2). pp.157-165.
Sari, Y. and Gultom, A. W., 2020. MARKETING STRATEGY IN EFFORT TO INCREASE
COMPETITIVE ADVANTAGE IN SMALL AND MEDIUM ENTERPRISES. JIMFE (Jurnal
Ilmiah Manajemen Fakultas Ekonomi). 6(2). pp.157-170.
Wilson, E. J., McCabe, C. and Smith, R. S., 2018. Curriculum innovation for marketing
analytics. Marketing Education Review. 28(1). pp.52-66.
Zahay, D.,and et.al., 2019. Effective resource deployment in digital marketing
education. Marketing Education Review. 29(3). pp.182-192.
Online
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