Marketing and IT Department Collaboration

This assignment explores the importance of marketing in collaboration with other departments within an organization, specifically Burberry. The role of marketing in research and development, attracting right candidates, and satisfying customer needs is highlighted. Key elements of marketing function such as research, planning, tactics, and strategy are also discussed in detail.

Marketing
Essentials

Table of Contents
INTRODCTION...............................................................................................................2
TASK 1.................................................................................................................................2
P1. Roles and responsibilities of marketing function:......................................3
P2. Roles and responsibilities of market relate to the wider organisation
context:.............................................................................................................................5
INTRODCTION
Marketing determine as the activity which is use by the company for
promoting their good and services in an effective manner. Marketing
includes advertising, selling, promotion and delivering the product to
customer or other businesses. It is a promotional tool adopted by the
organisation to sell its product in the market and also to grab the
attention of customer toward its product or service. Marketing play very
important role in the organisation, it is effective in sell the product or
services in the market and reach the end goal of the organisation.
Marketing process is effective in understanding the need, wants and
demand of the customer's which create long term relationship with
customer and higher profit for organisation. Burberry is chosen as the
base company in this present report. It is a British international
company founded by Thomas Burberry in 1856. Burberry is a global
luxury brand, its main fashion house focuses on and distribute trench
coats, ready to wear outwear, sunglasses and cosmetic. This report
include detailed information about roles and responsibilities of
marketing function and marketing environment. Along with this, its
further describes marketing relation with the other department of the
organisation. In addition to this, there is an explanation about
comparison between Burberry with rivalry company Gucci on the basis
of marketing process. At last this report define marketing plan and
development for the chosen company.
TASK 1
5

P1. Roles and responsibilities of marketing function:
Marketing function is defining as the link between the producers
and the customers. Marketing function include producing a market plan,
product development, distribution of sales and public relations etc (Banerjee,
Karlan and Zinman, 2015). Marketing function has its different roles and
responsibilities which are explained below:
Promoting the business:
Promotion is the tool which is use by the organisation for creating
awareness, providing information of product to the customer's. Marketing
manager of Burberry use this promotional tool like advertising, sales
promotion and publicity with the aim of increasing awareness, create brand
loyalty, create brand interest toward the product (Burns, 2016). It is the form
of communication which is use by the Burberry to inform, remind its
customer about the product. In this promotion include advertising, sales
promotion, personal selling, publicity.
 Advertising is any paid form or public announcement which is use
by Burberry for promotion of new ideas, services by an identified
sponsor. In this with help of advertisement Burberry encourage
people to buy their product (De Jong, Higgins and van Driel, 2015).
Burberry use the tool of advertisement to cover the wider area.
 Sales promotion is the tool which is design as the short term tactics
for boost up the sales. This sales promotional tool used by the
marketing manager of Burberry for increasing the sales and build
long term locality of customer's.
 Publicity is a promotional tool which use for creating awareness in
the mind of customer for the product. In this Burberry use online
method from which it is effective for organisation in creating
awareness.
Monitoring and managing social brand:
Marketing department play essential role in managing and
monitoring all the social media site. Social media monitoring is discover the
more opportunities for the engagement of customer. Marketing manager of
Burberry monitor the social media because this is the platform which is
effective in connect customer, create awareness about the brand. In social
media monitoring, Burberry focus on collecting the social messages and
take effective action in response to each message such as like, comment.
Consistency is very important in managing and monitoring the
social media. Good social media software is effective manage the strategy
and keep consistent posting the schedule across all channel. Audience
appreciate this consistency of social media.
Educate the social media team. It is important for Burberry to
educating social media team to make sure that everyone is on a same page
(De Massis and Kotlar, 2014). Plan a weekly base meeting to review the
status and the strategy.

Defining and managing brand:
It is very important for Burberry to create good brand image in the
mind of customer. If the company has good brand image its attract more
customer toward the product. In this for managing the brand marketing
manager of Burberry identifying and establishing brand positioning. Brand
positioning is the act of build the image of the product which occupies
valued place in the mind of the customer. In this Burberry use different
strategies or techniques to increase the brand value. If marketing manger of
Burberry create the good brand image in the mind customer then they are
ready to pay the higher price foe product and build loyalty.
Increase business value, Branding is effective in increasing
business value. Its a role of marketing department of Burberry to set great
brand value this is effective in increases the business value (Eriksson and
Kovalainen, 2015) strongly established brand in the market
Branding gets recognition, branding is important for the
organisation because with effective brand image company get the
recognition and become known as to the customer's. Burberry is known as
the bran in the mind of the customer's and this company recognized by the
name of Burberry. In the branding the most important p[art is logo which is
considered as the face of the company. In is role of Burberry to manage and
define the brand effectively in front of consumer.
Gathering and analysing market information:
The most important role of marketing department is to gather the
knowledge from the market and analysing that information. Burberry
research all the information about the customers, find out the need and wants
of the customer according to that take effective decision. In this all the
information are gathered about the customer in which what are their needs
and what is the motive behind the purchasing (Evert and et. al., 2016.) This
branding play an important role when organisation wants to generate future
business and. Motive of purchasing is rather it is necessary or for show. In
this according to the all information product is design.
2
Responsibilities of marketing function:
Marketing is the way of promoting the product in the market. In
this, organisation has different responsibilities which is explained below:
 It is the responsibility of marketing department to set effective
marketing strategy and objectives of the organisation. This
strategy is effective in increasing the share in specific market
sectors(Fenwick, Van Uytsel and Wrbka, 2014)
 In this marketing research is the responsibility of the marketing
department. This market research is important for Burberry to
identify market opportunities and for gain better
understanding(Findlay-Thompson, and Mombourquette, 2014)
 Responsibilities for organizing the event like exhibitions, seminar
and sales conferences.
 This department has responsibilities for growing revenue,
increasing market share and the profit.
From the above discus it is define that marketing function play a
very important role in the organisation. This function are effective in
increasing the profit of the organisation. With the help of marketing function
work are done in an effective manner.
3

Roles and responsibilities of marketing in context of marketing
environment:
Monitoring marketing environment: In this marketing manager
of Burberry should identify trends and then convert them into the
opportunities. In this according to changing global scenario manager should
focus on demographic, economic, socio-cultural, natural, technological ,
political and legal forces (Forsgren, Holm and Johanson, 2015).
Marketing research: In order to monitoring marketing
environment manager requires specific knowledge. This specific knowledge
related to product, organisations market, target consumer groups and
response to their communication process.
Marketing information system: In this information is required
regarding product planning and its implementation and for controlling the
responsibilities. MIS provide the information which is needed and distribute
that information in timely manner.
P2. Roles and responsibilities of market relate to the wider
organisation context:
In this, for the growth of the company marketing department play
an essential role. Marketing has its relation with all the different department
in the organisation. This different role of marketing with other departments
are explained below:
Marketing and finance: In this marketing and finance are the two
important pillar of the organisation. In this when Burberry make any
marketing plan then for that plan marketing department required fund which
is provide by the finance department this with the help of marketing
department profit are increases which is effective for the finance department
(Garfinkel, 2017). Marketing is the source from which large number of
customer are attracted toward the product. Finance department of Burberry
provide the fund for the plan this fund are passed by the finance department.
The aim of both the of the department is to increase the profit. Marketing
department of Burberry directly related to the finance department for
promoting their product in an innovative manner. This shows that both
department are interrelated with each other.
Marketing and human resources: The aim of human resources
management is to hire the right candidates in the organisation. Human
resource department is related to the marketing department. Marketing
department required high talented people in order to promote product this
thing can only done by the human resources department. Marketing
department need of the human resource management to ensure that effective
staff is hire. HR hire the person according to need and requirement of the
other department (Jeston, 2014 ). HR department work together maintain the
brand Burberry. In this marketing department communicate the brand of the
company with the consumers. In this with help maintaining the good brand
image in the market create the or attract lot s of candidate toward the
company. Marketing department is effective for HR department for
attracting the the large number of candidate for the job. Its shows that
marketing paly important role in the HR department.

Marketing and research and development: Research and development is
the important part of the organisation. This research and development is
effective in generate the new ideas, innovations and creating new product.
Burberry create the new idea and development from research which attract
the more customer toward the product. Research is effective in update the
product according to the time. This research and development is driven from
the marketing concept (Kawamura, 2018). In this the needs and want of the
customer is analysis by the research and development in order tom satisfy
the customers needs. Research and development department is effective in
providing information of customer taste and preferences to the marketing
department. In Burberry apply the research and development which is
effective in satisfying the customer. Research and development department
developed the new product and marketing promote that product. Research
and development department is producing the new product according to the
need , taste and preferences of the customer this taste and preference are get
to by the marketing department. In this there is the interrelationship
between the marketing department and research department.
Marketing and production: Marketing team of the Burberry is related to
the production department. With the help of marketing department
production department is able to make the product according to the need and
want of the customer. Production department is produce the product this
product is made according to the need want of the customer. In this the
design of the new product is based on the demand and need of the
customer's. In this to satisfy the the customers need and to meet their
expectations Burberry collaborate between marketing and production
function (Kolk, 2016). This close relationship between the production
departments and marketing department effective in enhance the
performance of the the Burberry. In also some problem are arises between
the both of the department this problem are problem of the communication .
In this as the problem are arises its also improve the performance of the
organisation. In this in order to enhance the profit and for fulfilling the need
of the customer's needs. Burberry must collaborate with the both of the
department of production department and marketing department.
Marketing and IT department : The personnel is define as the
department in which technology is involved. In Burberry most of the work
are done through the technology. In this Burberry use many sites which is
effective in promoting the product. All the work marketing department are
done through the IT department. Technologies are very effective help the
marketing department as Burberry gathered the information regarding
their product and services through market analysis. Both of the department
of IT and marketing plays crucial role in Burberry .
From the above discussion it is define that marketing are important
for the all the department of the organisation. In this all the department are
also play an important in term of marketing department.
significance of marketing with the other department :
It is the important task which is face by the organisation Burberry
wants to develop its business plan for implementing its business plan
various functional area are included. This is important for achieving the
integrated plan plan of the Burberry
Research and development: Marketing play the important role in
research and development department (Maylor, Blackmon and Huemann,
2016). In this marketing department gathered the information according to
that information product are developed. Product are made according to the
need and wants of the customer this information are gathered by the
marketing department and product are promoted by the marketing
department.
Satisfying needs and wants: Marketing department gathered the
knowledge regarding the customer. Information like what are their
need ,what is their preferences according to that product are provided to the
customer's. So , this is effective in satisfying the need and wants of the
customer's.

Attract right candidate: Marketing department play an essential for
attracting the right candidate in the organisation. Marketing department is
effective in maintaining the good brand image in the market (Moore, 2016).
When the company has its good brand image then its attract lots of
candidate towards the organisation.
Key elements of marketing function:
In this there are some key element of marketing function which is effective
in all the other departments.
 Research: This is define as the most important key element in
Burberry research are required. In this, if Burberry want to lunch
the new product so it is very important that marketing manger of
this company do the proper research of the market. Research
include taste of customer's, area where product should promoted,
analysis the audience which should be targeted (Piller, 2017). So ,
it is very important for Burberry company to do the proper
research before producing the product.
 Planning : Burberry set its some objectives and goals . In this its
responsibility of marketing manager to make the proper of
achieving that goals and objectives of the organisation. The
marketing plan involve sales forecasting, financial planning etc. in
this planning department also keeps a track the timelines so that
the time can be measure.
 Tactics : This tactics are defined as the short term strategy which
are used in achieve the short term goals of the organisation. This
are the some short plan which is made for attracting the customer.
 Strategy :after making the product Burberry make some strategies
for producing their product in the market and for attracting large
number of customer in the market.