Role Marketing Function and Marketing Planning

Role Marketing
Function and
Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Roles and responsibilities of marketing department/function................................................3
Roles and responsibilities of marketing department in marketing environment....................4
Interrelation of different organisational function with marketing function............................5
L0 2..................................................................................................................................................7
Comparison of marketing mix of two different organisation.................................................7
LO 3...............................................................................................................................................10
Basic marketing plan for achieving the organisational goals...............................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is defined as study for managing and exchanging relationship between companies
and customers in order to provide satisfaction to both. This is regarded as major component for
gaining success and growth of business. Here, marketing function assist organisation in order to
satisfy need and demand of consumers through attracting them by doing promotions and
advertisements (Baker, 2016). This assignment is based upon Premier Inn which is UK
hospitality business. It is considered as largest hotel of UK possessing 758 hotels with 72000
rooms. It is operating their business in different parts of countries such as Germany, India and
many more. The main aim of report is to explain different roles and responsibilities managed by
department of marketing and their interconnections with other functions of organisation with
marketing department. It will highlight about comparison of marketing mix of two various
organisations and marketing plan to achieve goal and objectives of organisation.
LO 1
Roles and responsibilities of marketing department/function
Marketing department of organisation is liable for conducting various roles and
responsibilities which assist help business in achieving final goal and objectives in an effective
and efficient manner. Such department is also responsible to improve and manage brand value,
image and goodwill of enterprise so that organisation can grow, sustain and get success at market
for long run. Premier Inn have efficient marketing department that helps in performing business
function for attainment of goal and objective in proper manner. Therefore, with such department
respective organisation has expanded business activities and operation in several countries. The
role and responsibilities carried by marketing department or functions are described below:
Define strategic marketing plans: The strategic marketing plan is referred as document
that includes strategies, plans, actions, objectives and other which are necessary for
execution of project successfully by department of marketing (Bettiol, Di and Finotto,
2012). Such plan of marketing is essential for respective department in order to convey
various aspects of project to working force and other department for developing future
action for marketing goods and services. The respective organisation has to develop
marketing plan in align with strategies and action of organisation and provide to high level
authorities in order to fulfils requirements.

Social media monitoring: The monitoring of social media is performed by marketing
department that helps in tracking attitudes and behaviours of consumers through various
social media application such as Instagram, Facebook, Website, Twitter and others through
posting of videos and images in order to take their reactions (Edvardsson and et. al., 2014).
The marketing functions of respective hotel is performing role in which they identify latest
trends going at social media and according develop campaigns programmes to attract large
number of consumers. It is very important for all business which are running their activities
and operations at marketplace has to analyse social media to create awareness about their
products, brand and services in minds of consumer and attract them accordingly for gaining
maximum productivity and profitability.
Development of promotional strategies and campaigns: This roles in performed by
marketing department where they focus on developing strategies and promotional
campaigns to carry out their business promotion in order to attract large number of
consumers in an effective and efficient manner. Such role is performed by marketing
department of Premier Inn where they analyse and identify current trends of market and
consumers with help of social media to develop campaigns and strategies accordingly. They
also focus on making social campaign about brand and product of organisation.
Roles and responsibilities of marketing department in marketing environment
Marketing department is regarded as most important which plays several roles and
responsibilities to ensure growth and success of organisation at marketplace along with providing
satisfaction to customers in appropriate manner. This respective department assist Premier Inn to
perform various roles at competitive market environment in order to keep firm ahead of their
competitors at marketplace. The roles and responsibilities of marketing department in marketing
environment are described below:
Defining and managing your brand: Marketing department has various roles in terms of
defining mission, vision, objectives, aim of organisation to consumers and to the market
where firm stand to provide goods and services to users. This assist in attracting large
number of consumers in order to stop them for buying products and services from their
rivalry organisation (Finoti and et. al., 2017). Therefore, it is very essential for marketing
department of respective hotel to enhance customer experience which helps in sustainability