Roles and Responsibilities of Marketing Functions in the Hospitality Industry

: Unit 15: Hospitality
Marketing Essentials
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Roles and responsibilities of marketing functions..................................................................3
P2 Roles and responsibilities related to wider organisation context...........................................5
LO2..................................................................................................................................................7
P3 Different ways Hotels use marketing mix to achieve their respective goals..........................7
LO3................................................................................................................................................11
P4 Marketing plan of Marriott to meet marketing objectives....................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Marketing is main function of organisation that contributed in promotion of products or
services of company and enhancing its overall profitability. Tourism and hospitality industry is
growing at rapid stage due to changes in taste and preferences, increase in disposable income,
more flexible policies of government and development in economies of countries. London is a
destination that each and every individual wants to visit in order to have fun and enjoyment. So,
this report is based on Marriott international that is multinational diversified hospitality company
managing hotels and lodging facilities. It has provided introduction related to concept of
marketing, current and future trends, different marketing process and roles and responsibilities of
marketing function. Different ways hotels have used marketing mix or 7PS to achieve their goals
or attract more customers. At last marketing plan of Marriott have prepared that include key
information related to strategies, tactics and measure that are used to monitor and evaluates
achievements of marketing objectives.
LO1
P1 Roles and responsibilities of marketing functions
Concept of marketing including current and future trends
Marketing is important tool that helps in increasing demand of products or services of
particular company by generating awareness among large number of individuals. It helps in
building strong brand image and increasing market share of firm by adding more and more
customer to the organisation (Suoniemi and et.al., 2020). Marketing manager of Marriott have
played important role in growth and development of enterprise by performing key
responsibilities that are explained below:
CURRENT TREND
Content marketing: It includes creating attractive, innovative and personalised or valuable
content that helps in influencing people to be part of firm for fulfilment of their respective needs.
Marriott marketing department have highly talented and qualified employees that are capable of
making attractive contents which can easily pursue people to choose it as compared to other
firms.
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Internet marketing: Now a days most of the organisation in Hospitality industry are making use
of internet, social media sites or digital media to promote their services to large number of
individuals that are lining across worldwide. Marriott hotel marketing manager has also use
internet marketing to pursue tourist to visit hotels by posting on sites such as facebook, twitter
and instragram. It also has official websites so customers can easily review experienced of
previous customers, types of facilities and services offered by company (Valos and et.al., 2017).
FUTURE TRENDS
It have been analysed and identified that in future trends hospitality marketing manager
can promote business by building strong relationship with customers and ensuring practices of
sustainability and ethical practices in firm. So future trends in marketing are as follows:
Building relationship: It have been founded that the trend in hospitality marketing is shifting
from increasing sales volume to increasing customers satisfaction so that they can be part of firm
for longer time frame. Marriott marketing manager always emphasis on building strong
relationship with customers or resolving their grievance within limited time so that they can be
motivated to be select Marriott hotel only in future circumstances.
Ethical marketing: Due to numerous unethical practices, harmful impact on society and
environment people has started choosing companies that incorporate CSR activities or ethical
practices. Marriott marketing is changing its strategies by adapting to ethical practices and
promoting activities that are beneficial for society and environments so that it can meet changing
customers expectancy (Pomering, 2017).
MAIN ROLES AND RESPONSIBILITIES OF MARKETING MANAGER OF
MARRIOTT
Market research: Marriott marketing manager have put its efforts, time to conduct market
research and survey in order to identify existing needs, wants and preferences of customers.
Thus, in this way it has decided appropriate strategies that can be fruitful in influencing people to
be part of organisation.
Promotion and advertisement: Another roles and responsibilities that have been accomplished
by marketing manager of Marriott is promotion and advertisement of several services provided
by Marriott to its customers. It is also responsible for selecting appropriate method to promote
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