Roles and Responsibilities of Marketing Function: A Case Study of Hyatt Hotels

Unit 2 Assessment

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1. Key roles and responsibilities of the marketing function........................................................4
2. Marketing roles and responsibilities related to wider organization.........................................5
3. Application of marketing mix to the marketing planning process...........................................6
4. Drafting and evaluation of basic marketing plan.....................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing functions are the specialized activities performed in marketing. Distribution,
finance, market research, pricing, management of product and service, promotion and selling are
the various functions of marketing. Hyatt Hotels corporation is an American multinational
company in hospitality industry. This report will highlight the key roles and responsibilities of
the marketing function. The report will outline the link of marketing function with other
functions of an organization. The report will differentiate Hyatt hotels with Hilton hotels based
on P's of marketing mix. Lastly in this report basic marketing plan will be drafted and evaluated.
MAIN BODY
1. Key roles and responsibilities of the marketing function
 Defining and managing brand: The marketing department through its functions involves
in defining what the company is all about, what it stands for, what it does, its course of
actions and perceived value for itself (de Sousa Oliveira and Luce, 2020). This helps in
enhancing customers and associated partners experiences while interacting with the
company.
 Conducting campaign management for marketing initiatives: Proactive marketing
activities by company's marketing department focuses on building up the sales cycle,
materials in product and communication through public word out.
 Producing marketing and promotional materials: The marketing department creates
describing and promotional materials that promotes products and services of the Hyatt.
The marketing department stays updated to the products and services of the company.
 Monitoring and managing social media: The marketing department of the company
contributes to, manages and maintains the social media pages that company holds. It also
manages accounts and keeps an eye on the content posted about company on social
media.
 Producing internal communications: The employees at Hyatt needs to understand the
company, the goals, values and priorities it perceives (Alsamydai, 2019). The marketing
department of the company is considered liable for employee communication via
newsletters and intranet.

 Overseeing Outside vendors and agencies: Marketing Department of Hyatt is
responsible for selection and management of agencies and vendors to produce marketing
materials.
 Conducting customer and market research: The marketing department of Hyatt helps
the company in defining its targeted markets and opportunities for better understanding of
products and services offered by the company.
 Serving as media liaison: The marketing department of the Hyatt have a spokesperson
that also guides company's response to the media.
2. Marketing roles and responsibilities related to wider organization
 Production Department: The marketing department of Hyatt is interconnected to the
production department. The marketing department makes sure that sufficient research and
development is carried out by the organization for satisfaction of current and future needs
of its consumers. The services can be customized as per the desires and preferences of
customers. Order generation volume by marketing department can be met within the time
schedule (Akkaya and Tabak, 2020). For ensuring the competitive advantage marketing
department wishes to get products at the fullest efficiency and effectiveness of the
production department.
 Finance Department: Close working of marketing department is aligned with the finance
department to ensure ample budget being available for meeting the needs of research,
promotion and distribution (Sadchenko and et.al., 2020). The concentration of marketing
department is on sales maximization and company's market share and the finance
department focuses on cash flows and expenses.
 Human Resource Management: The marketing department of the company needs to
work side by side with the human resource management department for ensuring right
skills and right staffing levels are placed for researching and developing ideas related to
new products, production targets are timely met and competency of the sales team. The
human resource department fulfil the demands for training and development for
balancing the obligations it has to marketing department.