Marketing Essentials: Definition, Role, and Importance

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.