Unit 15 - Hospitality Marketing Essentials

This assignment focuses on the role and accountabilities of the marketing function in the context of Savoy hotel. It explores the interrelationships between marketing and other functional departments, as well as the significance and value of marketing in the organizational context. The assignment also discusses different ways that companies utilize marketing mix to achieve their organization objectives.

Unit 15 - Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Overview of different marketing processes................................................................................3
Explaining roles and accountabilities of marketing function in Savoy.......................................3
Analysing how marketing influence and interrelated with other functional departments of
hotel.............................................................................................................................................5
Discussing how accountabilities and roles of marketing relate to wider organizational context
.....................................................................................................................................................6
Significance and value of marketing role in organizational context...........................................6
Explaining different ways that companies utilize in context of marketing mix to achieve
organization objectives................................................................................................................7
ACTIVITY 2....................................................................................................................................9
Covered in PPT...........................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is defined as important activity of companies that a marketing team undertakes
to advertise ventures and promote products & services in market. This concept present
combination of earlier trends that have improved upon such as print, radio etc. with new trends
such as social media promotion. The current assignment will be based on Savoy hotel, which
included in list of luxuries hotels in the UK. The study will explain role and accountabilities of
marketing function in the context of hotel and their interrelationships with other functional units.
Furthermore, the report will justify importance of marketing role in firm and application of
marketing mix to achieve business objectives.
ACTIVITY 1
Overview of different marketing processes
Marketing procedure encompasses varied steps, stages or elements that help companies to
get a lot of benefits. It includes setting mission, analysing existing growth opportunities in
market, selecting and developing effective marketing tactics, using marketing mix components
and implementation of plan. All these phases of strategic marketing process are quite different
from the procedure of particular attempts in context of advertising. Strategic marketing analysis
is the key stage of overall procedures, which includes market segments, niches and other
important phases.
Explaining roles and accountabilities of marketing function in Savoy
The marketing department plays a vital role in the hotel, in terms of branding and
increasing sales, which is beneficial for company.
Roles of marketing function-
Market research-
The most common, important and useful role of marketing department in Savoy, is to
conduct research based on current market trends, which enable them to determine future trend as
well. They may conduct this practice by using online tracking systems and social media pages,
where consumers trend is easily identified (Kong and Ng, 2021).
Product development-
Another role that marketing section plays within Savoy is product development, which
means that they introduce accommodation and other hospitality services in market (Bai and

et.al., 2017). They systematically create influencing content that elevates appeal and finally
drives business sales, which is quite essential for hotel in terms of being competitive for longer
within hospitality sector.
Effective communication-
Along with above roles, marketing team play vital role in company by conducting
effective communication activities in context of target customers. By utilizing social media
platforms, campaigns and other advertising practices, marketing department communication with
consumers, which in return develops emotional connection between buyers and marketers.
Identify consumers-
Marketing department determine potential and profitable buyers in context of Savoy.
They understand consumers needs, expectations and requirements, which allow them to offer
hotel services accordingly (Heinonen and Strandvik, 2018). Furthermore, they also focus on
ways that may use to reach target people.
Responsibilities of marketing function-
Manage brand image-
Marketing department is responsible to manage Savoy image in market successfully,
which help to gain attention of new guest towards its accommodation and Food & beverage
services. By updating all the information about business and its new offers, they appropriately
manage brand image in hospitality industry (Sanjaya, 2020).
Manage relationship with customers-
Furthermore, they accountable for varied activities and practices along with above. For
example, by developing influencing communication materials and interacting with customers via
social media sites, the marketing sector supports in context of managing hotel management
relations with target guest.
Monitor competition-
Similar to above responsibility, it is quite essential for marketing department to know the
actual position of firm regarding its rivals. Because of that reason, they track trends and monitor
each activity of competitors as it enable them to learn and comprehend what they do the best and
to determine their fault.
Generate brand awareness-

The most important and difficult accountability of department is to generate brand
awareness all over the world in effective and influencing manner, which is actually very
important. Social media contests, referral programmes, impressive guest content etc. are the best
tactics that marketing department may use in context of above responsibility.
Analysing how marketing influence and interrelated with other functional departments of hotel
Along with promoting products and services of companies, marketing department also
conduct collaborative activities with varied functional units that are;
Marketing interrelationship with HRM-
They work more closely and ethically with human resource management, in order to
promote vacancies in market, which help to gain attention of unemployed persons. The
marketing department helps the HR managers by advertising specific jobs for which a skilled and
knowledgeable applicant is required. The collaboration between these two departments help in
context of increasing productivity and profitability of Savoy hotel. By creating advertising
context and campaigns, the section support HRM in varied manners as it help to increase
workforce and allow them easily recruit new people that have great talent and experience.
Marketing interrelation with other department bring a lot of benefits for hotel as it help to
enhance performance level.
Marketing function collaborate with finance department-
The interrelationship of marketing section within Savoy may defined in varied terms. For
example, they collaborate and coordinate with accounts department in company to achieve set
aims and objectives of business in systematic manner (de Bruin and et.al., 2021). The
collaboration allows the management, to create the most influencing content and use advanced
technologies. Finance department is accountable to oversee the needs of other functional units in
term of money, which they may use to achieve organization objectives in form of creating
marketing campaigns that help to increase web traffic etc. Marketing and finance sections by
working together may contribute to generate revenue and maximize profits margin of hotel.
Interrelation between marketing and IT-
The collaboration between IT and marketing provides valuable benefits to Savoy, as it
help to manage existing systems and technologies at workplace which may utilize to advertise
vacancies, promote accommodation services and exiting offers in market. They both work
closely in order to generate brand awareness, web traffic and increase customer base. IT

department is able to solve technical issues and update systems, which marketing team is use to
promote business at global level. Both perform together for commercial purpose and to boost
growth of hotel within hospitality sector. Coordination between marketing and IT sections
permit, management to obtain many benefits in term of increasing number of guest visit in
company.
Marketing function link with Food & Beverage department-
With above departments, marketing collaborate and coordinate with F&B section, which
actually very important in term of generating awareness of food variety that Savoy hotel
especially offer to all types of guest. They both work together for gaining attention of those
customers that are adopting veganism as current market trends and chose food items accordingly.
Marketing department advertise food variety that help to attract new guest. It helps increase
customers base and profitability even better than last few months or years.
Discussing how accountabilities and roles of marketing relate to wider organizational context
The overall responsibilities of the marketing department are related to a wider business
context such as Savoy. For example, they conduct market research to gather information about
varied things like key customers trends etc. This kind of information marketing department may
share with Food & beverage section, which is quite beneficial as it helps to aware cooking staff
about people need relate to food and allow preparing meal accordingly (de Sousa Oliveira and
Luce, 2020). Furthermore, by conducting market research, they may help HRM to find right
applicants which may hire on the basis of their skills and abilities.
Significance and value of marketing role in organizational context
Marketing department play vital role in Savoy hotel by conducting collaborative practice
and coordinate with other functional units such as IT, finance, human resource management etc.
The role of section within company is beneficial and useful in term of increasing customers base,
profitability, productivity and performance level. Marketing section is one of the most valuable
and essential departments of hotel, because they help to reach out prospects, investors and
profitable guest. They work together with all above functional departments in order to gain
competitive advantages and allow firm to be competitive for longer period within hospitality
industry as opposite to its competitors (selçuk KÖYLÜOĞLU, Tosun and Doğan, 2021).
Marketing department is valuable because it helps to drive product awareness as well as
brand in market and also support to cultivate business credibility, which is very important to do.

Their interrelationship with other sections within hotel is also essential and beneficial too as it
help increase productivity level.
Explaining different ways that companies utilize in context of marketing mix to achieve
organization objectives
Marketing mix model is encompasses varied elements and tactics that many companies
has been utilized to achieve their objectives and aims while operating in specific sector such as
Hospitality. Here, the comparison is based between Savoy and Hilton hotel that applied 7Ps of
marketing mix.
7Ps Savoy Hilton
Product In order to increase customer base,
hotel offer excellent meals,
accommodation and swimming
services to guest. Along with that
they also offer fun activities such as
massage parlour as well, which
allow guest to experience
relaxation.
As compare to Savoy, Hilton hotel
offers lodging services worldwide in
more than 117 nations. Furthermore,
they also offer luxury services to its
guests that help management to retain
individual visitor for long and engage
with venture offers.
Price Savoy hotel adopt cost leadership
pricing strategy, in order to attract
new guest and retain existing for
longer. They attempt to offer this
facility with better discount that
help assure guests referrals take
place in market.
On the other hand, Hilton hotel used
premium pricing tactic to gain
competitive edge and increase brand
awareness, which is important and
beneficial in term of increasing
profits margin.
Place By maintaining their brand image in
market, Savoy hotel in the UK offer
its services and products to
customers. It has 267 luxury rooms
and guest suites. With many
stunning vies across Thames River,
In contrast to this, Hilton offer luxury
services through its own outlets,
which has been established in UK
and across nation. By operating in 85
nations, company has gained the

hotel provide unforgeable
experience to all guest.
attention of travel lovers.
People In order to increase the productivity
and customers service speed, Savoy
recruit only experienced and
qualifies workers who are able to
serve the best services and
contribute to maximize customer
satisfactory level.
On the other hand, in order to
strengthen workforce, the HRM in
Hilton hotel plan to arrange training
sessions where experience person by
sharing personal knowledge tries to
enhance the productivity of existing
and new workers.
Promotion To generate brand awarenesses in
market, Savoy use discounts
vouchers. It helps to promote brand
at international level and attract
people who seek to get the best
accommodation service with
affordable pricing tag.
Hilton utilizes digital marketing
channels such as Facebook, Twitter,
YouTube etc. to promote its business
all over the world. Furthermore, it
also offers guest loyalty programmes
to attract and engage individual guest
for longer.
Process Savoy hotel has introduced online
reservation process or system,
which help individual guest to book
their room without visiting outlet
while staying at home or in the
office. Through this procedure, they
offer valuable feature to visitors.
While Hilton, creates own
application in order to add extra
customers' convenience. Through this
app, a person may book their
favourite room. Furthermore, guest
also gain other benefit by utilizing
application in term of getting
information about check in and out.
Physical evidence Through websites, Savoy
management show its physical
evidence or existence in hospitality
sector. Organization website give
chance to guest in context of
booking which creates convenience
Digital services in recent time has
replaced paper bills, Hilton app offer
paperless check in & out data that
shows its physical evidence. It also
included room amenities and official

in UK. websites.
ACTIVITY 2
Covered in PPT
CONCLUSION
From above analysis, it has been concluded that marketing department by working with
human resource, IT, Food & Beverage and finance department within company has effectively
increasing productivity level. It has been identified that interrelationship between all the
functional departments enhanced performance and sales level of firm, which is quite important to
increase. Furthermore, by summing up above discussion, it has been summarized that by
applying each element of marketing mix model, hotel has achieved its set objectives and aims.
Interrelation between marketing and other department has contributed to increase consumers
satisfactory and experience level even better than last few months or years.

REFERENCES
Books and journals
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Breier, M., and et.al., 2021. The role of business model innovation in the hospitality industry
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p.102723.
de Bruin, L. and et.al., 2021. The interrelationship between internal marketing, employee
perceived quality and customer satisfaction–a conventional banking perspective. Cogent
Business & Management. 8(1). p.1872887.
de Sousa Oliveira, D.M. and Luce, F.B., 2020. Is marketing department important for
companies?. Revista Pensamento Contemporâneo em Administração. 14(3). pp.120-
131.
Elsharnouby, T.H. and Elbanna, S., 2021. Change or perish: examining the role of human capital
and dynamic marketing capabilities in the hospitality sector. Tourism Management. 82.
p.104184.
Gandecha, H. N. and Chaudhari, C., 2021. An Analytical Study of Hospitality Industry with
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pp.119-126.
Heinonen, K. and Strandvik, T., 2018. Reflections on customers’ primary role in
markets. European Management Journal. 36(1). pp.1-11.
Kong, J. P. Y. and Ng, A.H.H., 2021. Customer Satisfaction on Social Media Marketing in
Malaysian Hospitality Industry. In impact of Globalization and Advanced Technologies
on Online Business Models. (pp. 228-263). IGI Global.
Sanjaya, S., 2020. Facebook Digital Marketing: A Thematic Analysis of the Practice of Public
Relations Models of Star-Rated Hotels in Bandung. Jurnal Riset Bisnis dan Investasi.
6(2). pp.52-63.
selçuk KÖYLÜOĞLU, A., Tosun, P. and Doğan, M., 2021. The impact of marketing on the
business performance of companies: A literature review. Anemon Muş Alparslan
Üniversitesi Sosyal Bilimler Dergisi. 9(1). pp.63-74.
Online
The Importance of Marketing and IT Collaboration. 2019. [ONLINE]. Available through:
<https://www.celarity.com/blog/the-importance-of-marketing-and-it-collaboration/>