Marketing Essentials for West London College

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Explain the key roles and responsibilities of the marketing function....................................1
Explain how roles and responsibilities of marketing relate to the wider organisational context
................................................................................................................................................4
Analyse the roles and responsibilities of marketing in the context of the marketing
environment............................................................................................................................6
Analyse the significance of interrelationships between marketing and other functional units of
an organisation........................................................................................................................7
Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation.......................................................7
LO 2.................................................................................................................................................7
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives....................................................................7
Evaluate different tactics applied by organisations to demonstrate how business objectives can
be achieved...........................................................................................................................11
LO 3...............................................................................................................................................11
Produce and evaluate a basic marketing plan for an organisation along with coherent evidence
based marketing plan............................................................................................................11
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marking today has become an indispensable part of every organisation and it is very crucial
for all aspects of businesses. It ensure the success of product or service offered by a firm in the
severe competitive environment outside. Its a act of communication about firms produce in a
correct way, to right consumers by realising the need of right time and adequate place (Arif,
Faraz and Atika, 2019). This report is about West London college formed in 2002 by merging of
three another educational organisation offering a wide variety of courses from child care, arts to
media, engineering and IT. The report will be in two parts and in the first part it will cover roles
an responsibility of marketing department and how it is related to other marketing functions. In
the second part we will apply marketing mix for different organisation to marketing planning
procedure ands develop a marketing plan.
LO 1
Explain the key roles and responsibilities of the marketing function.
Its the activity performed to attract consumers to the service offered. Marketing function of other
firms helps an educational institution helps to disperse the knowledge about their courses or any
other type of online or offline service to its seekers to benefit organisation to achieve financial
and other goals (Biroscak and et. al.,2019). It comprises of management of product or service
and information, distribution, sales, pricing and promotion. Different roles and responsibilities of
marketing function are elaborated below:
Roles of marketing department:
Promotion: It’s the ways by which the organisation builds awareness about its product or service
among consumers and strengthen its image and to do so following ways are adopted.
 Define and management of brand: Its extremely necessary as it project what the
organisation is and what it stand for along with this it also define the system of
interacting with customers and other partners of organisation is a role B2B and B2C.
 Conduct campaign to marketing initiative: The main goal of sales is accomplished
when product or service are brought in front of customers by means of campaigns is
considered as a key role of marketing as B2C.
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 Social media management: its the most popular way of promotion today for
engagement of organisation to its customers and its management is extremely necessary
to consider by a manager (Cardenas and Fuchs-Tarlovsky, 2018).
 Content for SEO: Promotion hugely use website and to keep the website update there is
a constant need of developing new content and can be understood as important role to
marketing as B2C.
Product development: The marketing manager at a college need to come up with various new
courses or old courses with new features like online and digital platform and it require dealing
with the university and other colleges is thus a B2B role (Ćwiklicki and Pilch, 2021). The
management of all activities under this role also constitute in this role of marketing.
Customer journey and experience: It is very critical for an educational organisation to make the
experience with them regarding all things during their journey with the institute as its a
considerable time so its a critical role under marketing that manager facilitate by equipping
organisation information and process updated and with advance technologies.
Management:
 Product management: When the courses which is a product in educational sector is
development as per needs then need to manage in such way that it helps to extract enough
money from sales so that college can maintain all its functions (Darren Morris and et.
al.,2017) .
 Marketing information management: It comprise of targets to admit student, analyse
of competitors, maintain records of student and lecturers and most critical decision
making.
Market positioning: When everything works well within the organisation the marketing
department needs to position the institute in marketplace in such a way that more number of
students can be attracted by use of various strategies as result and job oriented teaching programs
and curiosity fillers (Das, 2021). This helps to stay in stiff competition of market and also helps
to facilitate other roles of marketing.
Responsibilities of marketing department:
Marketing and recruitment strategy: it comprises how to reach to students for filling seats for
different courses and recruitment for teachers by offering the various benefits along with salary
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