Marketing Essentials Report: Roles, Responsibilities and PEST Analysis

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities within a marketing function. It explores the key components of a marketing plan, including strategy, communication, product development, innovation, coordination, and sales management. The report examines how marketing functions relate to the wider organizational context, including PEST analysis. It also analyzes the marketing practices of Hamilton College, detailing service management, promotion, branding, and customer support services. The report further discusses important aspects like marketing ethics, guideline development, agency management, marketing mix management, customer relationship management, success measurement, employee management, and identifying business opportunities. The analysis is crucial for understanding how marketing strategies can be effectively implemented to achieve organizational goals and improve performance, particularly in an educational setting like Hamilton College.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 The key roles and responsibilities of the marketing function...........................................3
P2 Roles and responsibilities of marketing relate to the wider organizational context PEST6
TASK 2 Covered in PPT.................................................................................................................9
TASK 3............................................................................................................................................9
P4 Basic marketing plan for an organization Stages of marketing plan.................................9
CONCLUSIONS...........................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essential is a process of satisfy someone needs and wants in marketplace.
Marketing is a wide process to define relations between information and real experience.
Marketing essential is systematic analysis of the selling process to define objectives and goals of
the business entity. It can be defined as the roles and responsibility of the business as well as
organisation Now days the marketing essential is a very important to attract customers to
increase the production as well as performance of the business (Berkowitz, 2016). This research
is based on Hamilton college which can be define the human past which have to include careers
in teaching, law, medicine, public policy which van help to encourage their student to determine
the effective connection with their process to increase their quality of organization. It can
enhance the selling process to increase the profitability and get higher satisfaction of the
customers as well as service users. Marketing essentials have to include the traditional marketing
to improve their performance and reduce uncertainty in the market. Basically marketing is an
effective process to introduce the pricing and productivity in the market to set appropriate goals
that can be achieved by the manager of the business with the help of specific strategy that can
help to define the marketing objective and achieve the predetermine target of the Hamilton
college.
TASK 1
P1 The key roles and responsibilities of the marketing function
Marketing is vital process to identify and satisfy customers’ needs and wants in an
effective way. It can determine the action of promoting the product and service in the market to
improve customer’s needs and wants (Wirtz, 2012). It is process to communication and
delivering of exchanging offers of customers to develop the marketing plan in effective way.
There are some key roles and responsibility of the marketing function that can help to achieve
effective objectives and goals of the organization:
Marketing plan- Marketing functions have to determine the marketing plan to achieve the
effective goals and objective of the organization (Hamilton, 2011). The main step of marketing
function to determine the key roles and responsibilities of market to attain the marketing
objective in effective way and also show better performance of the Hamilton College. It can

define the opportunities of the company as determine the needs and wants of the customers to get
higher satisfaction in organization.
Strategy- Marketing function can help to set the effective strategy to get effective
objectives of the company. Strategy can help to determine the goals and target of the
organization so that they can increase the sale of the company. It is a systemic process to define
the needs and wants of customers that can help to improve the performance of business entity.
Communication- Communication is a process to define the effective plan that can be help
to get effective target of the company (Baines, Fill and Page 2013). It is a convey process to
exchange the ideas and thought to one person to another. It can be show the effective budget of
the organization. Marketing function can help to promote the products that can help to develop
the e-mail marketing to achieve the appropriate target of the marketing is can also increase the
sales process with the help of promotional activity
Figure 1Marketing function
Product development- Marketing function can help to develop the product in effective
way to achieve the target of the company (Babin and Zikmund, 2015). It can help to determine
the new product for the customers to develop the performance of the organization. New product
and plan have to be determined by the manager who is plan effectively to achieve the target of

the company as well as business organization. In the market planning process can define the
development of the new product to satisfy the customers’ needs and according to the demand.
Innovation- Innovation is an effective process to determine by the all organization to
achieve the better target that can help to enhance the performance of the organization (Malhotra,
Birks and Wills, 2013). In the marketplace the new promotion plan can help to introduce the
marketing process that can help to improve the market process. Innovation is basically process of
set the new ideas and new process to achieve the effective target of the organization and improve
productivity.
Coordination- In the organization many people are involved to done the work effectively.
That market function can help to maintain coordination in the employees. Marketing managers
can help to define the all duties of the employees to attain the effective objective with the help to
employee. Coordination is the important thing to run a business effectively and attain the
appropriate target or organization.
Sales manager: This is one of the most critical person who is responsible for sales planning,
setting profit targets and forecasting the sales. Apart from that there are various roles which are
given below:
Sales manager design marketing strategies in order to attaining sales targets.
He also responsible for brand and promotional activities and make their product and services
popular in the market.
Motivating team members and sales person to achieving sales target within a given period of
time.
Sales manager also make sure that to build harmonious relationship with its clients and customer.
Sales support- marketing function determine the sales process to improve the performance
of the organization (Babin and Zikmund, 2015). Sales support is a link between sales and
marketing department that can help to improve the sales process and define the effective growth
of the business. Marketing process can define the presentation of the sales which can help to
introduce the sales activity in the sales team to define the effectiveness of sales process and help
to achieve the goals of the company.
Events- marketing manager can responsible to organize the event to promote the effective
product in customers’ mind that can help to get effective success (Lipsman, Mudd and Bruich

2012). They can include exhibition, seminar, and sales conference to introduce to customers
about product and service which can boost up the business growth.
Marketing function of Hamilton College:
Service management- College can provide various services like transportation, sports coaching
etc. which will be considered a competitive advantage that may attract students who are looking
for a god College.
Promotion- Hamilton College include promotion function to distribute their books and brochure
at low cost and free of cost so that they can aware about their process to students and other
peoples.
Brand manager: This is one of the person who responsible for product sales and market share and
its performance. A brand manager is required to evaluate and monitor of market trends and
implement different advertising campaign in order to improve firm’s brand name in the market.
There are following role of marketing manager is given below:
 Designing and development branding strategy which includes style guide, brand mission
and vison.
 Planning and implementation of communication tools such as social media in order to
create awareness of their product and services in an effective manner.
 Focusing on product development and pricing strategy in order to gaining competitive
advantage.
 Sales forecasting and evaluation of financial position of the company.
Branding- It is an effective function of Hamilton college to increase their performance in
effective area and also achieving high rank in different College list. Branding is an important
process in marketing to set their image in high level so that every students can aware about it in
effective manner.
Customers support service- Hamilton College provide customers support service in which they
give whole information about the college courses and other activity to their students as well as to
the new joining. The advantage of this function is that more people will get needed information
so they can choose correct college according to their need. This will also help College in proper
communication between the candidates who are interested in joining the college and
management of college.

P2 Roles and responsibilities of marketing relate to the wider organizational context PEST
In this report the roles and responsibility or the Hamilton College can have to introduce
the process of the marketing which is drive from the manager of the organization. There are
some roles and responsibilities of marketing which is improve the target of the organization:
Marketing ethics- Marketing ethics is a process to determine the benefits foe the
company as well as organization to develop the product in the market in effective way. It can be
include the advertising and promotion which is help to introduce the product in market and also
define the positive aspect so that they can help to achieve the effective target of the company in
appropriate manner. Ethics can be dine the values of the product in the market to improve their
productivity.
Developing guidelines- Developing guideline can be drive from the manager of the
Hamilton college that can help to introduce the marketing activity to achieve the objectives and
goals of the business entity (Jones, Rowley and Durmaz, 2011). It can be develop the effective
process of the production level which is help in improving the performance of the market as well
as organization.
Managing agencies- Managing agencies is a process of managing carefully so that it can
help to develop the promotional activity of the product (Papasolomou and Melanthiou, 2012). It
can define the systematic process which can be done one time and get effective result in the
organization.
Managing marketing mix- Marketing mix have to define the product, price, place and
promotion which is analysis the marketing process in effective manner to develop the product in
market and achieve the effective target. Managing marketing mix can be evaluate the effective
process that hoe the product can introduce in the market. It van include whole element of
Hamilton college that can help to achieve the goals and improve the performance of company.
Customer Relationship Management- Customers Relation Management is an important of the
business (Mihart, 2012). It can help to maintain better relation with the customers that can help
to achieve the target of the company. It ca help to manage customers interaction in organization
and effectively analysis the data process. The main purpose of the CRM is improving the relation
with the customers that can help to improve the profitability in organization. It can define the
systematic strategy to develop the target of the organization in effective way.

Measuring the success- It is a process to analysis the data of the task which is determine
the success of the business. It can be define the routine record of the task that cam help to
achieve the objectives of the company as well as organization.
Managing employees- Managing employee is a very difficult task of the organisation
(Mihart, 2012). The important wok for the manager that is manage the employees to get effective
objective and define the appropriate target to improve their performance. It is a responsibility of
marketing manager that can have to determine the performance of the business entity as well as
employees to get effective result.
Identifying business opportunities- In marketing the Hamilton College is a big company in
educational sector which can be determine the effective opportunities of the organization. With
the help of purchasing power and buying behaviour can help to identify the opportunities if the
business according to the demand process that can help to achieve the target as well as effective
objective of the organization as well as business entity.
Roles and responsibility of marketing related to PEST:
In marketing PEST is a very useful tool to identify growth of marketing and also measure
decline. It is an effective way to understand business environment that can help in decision
making process in enterprise. In market PEST measure market growth.
Political analysis- It includes government interference which affect in company. This factor
define government rules and regulation in the Hamilton College. This includes political stability,
government policies and practices, instructor and environment law. This rules and regulation
define areas product safety, student health and safety and environment etc. An authority creates
risk that the college may fail to deliver the policy related to local priorities.
Economic analysis- This factor is very important to develop an organisation and it includes
interest and exchange rate, growth of economic and inflation of business growth. This factor has
two parts like micro and macro environment. The cost of providing many resources like teaching
and support staff, books and technological solutions that include laptops and personal computer
etc.

Figure 2PEST analyses
Social analysis- Social factor include population growth to student, age distribution and healthy
environment. It is a best factor to providing knowledge to create best opportunities to open new
markets. Social networking integrate college student with their special needs and wands like
Facebook, blogs and qualification etc. it also include different age of students and different
segment of courses in Hamilton College.
Technology analysis- This factor is very important to achieve Hamilton College goals and
objectives in market. It is best techniques to produce and distribute goods and services in new
ways. This helps in communicating with target customer and market and develop alternative
sources. College has spending on informational technological to improve brand image and
product quality.
Reduce impact of potential threat: This is the major role of PEST analysis which can help to
overcome potential threat from business. External factors which having large impact on business
operations due to external factors such as political, economic, social and technological.
Gaining competitive advantage: Environmental analyses can provide enough information about
external factors which can help to provide competitive advantage to the College. They can make
their decision according to these external factor.

Identify new opportunities: This is another role of PEST where manager of cited organization
can get the right information and identify new opportunities. With the help of these information
they can use new opportunity and increase its number of students.
TASK 2 Covered in PPT