Roles and Responsibilities of Marketing Function in Hospitality Industry

Unit 15: Hospitality
Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Roles and responsibilities of marketing function........................................................................3
Interrelation of the marketing function with the other functional units of organisation.............5
LO 2.................................................................................................................................................6
Comparison of marketing mix of different organisations............................................................6
LO 3...............................................................................................................................................11
Basic marketing plan for Hotel Hyatt........................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing deals with the branding of the organisation by participating in the publicly
activities, advertising and interacting with the customers through collecting the feedbacks. This
is done after the designing, producing of the product and service is done and it is ready for sales
and delivery. The major parts of marketing are advertising, sales techniques and the publicity so
that the companies can attract large number of customers and becomes able to increase the
customer base. This helps in sustaining value for customers, society, partners etc.
The report will focus on the Hyatt company which is one of the global top 1000 brands
which is rated by the customer and is the ninth largest international hotel chain in the whole
world having 320 wholly owned properties. Its headquarters is in England, UK (Hyatt Hotels
Marketing Mix Strategy, 2020). The report will be initiated by describing the roles and
responsibilities of the marketing function along with relating these to the wider organisational
context. It will be followed by comparing the marketing of hospitality organisations in order to
achieve the objectives. A marketing plan will be developed for meeting the marketing objectives
of the company.
LO 1
Roles and responsibilities of marketing function
The marketing function plays a very significant role in order to promote the business as
well as the mission of the organisation. It also aims as serving as the face of the company by
producing and coordinating all the materials which helps in representing the business. The
marketing department of Hyatt hotel helps in reaching out to prospects, customers, community
and the investors along with creating and overarching image that also helps in representing the
company in a positive right. Hyatt considers following roles and responsibilities of its marketing
department:
Defining and managing the brand: Under this, the marketing department of the company
defines the company, the actions taken by the company along with defining the experience the
company wants from the customers and the partners at the time of interaction. The Hyatt also
considers its marketing department as the most important part of the company as it helps in
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defining its brand and also helps to maintain its reputation among the dynamic and emerging
markets of hospitality industry in UK (Murphy, Gretzel and Pesonen, 2019).
Managing the campaigns for marketing initiatives: It helps in defining the products and
services so that they can focus on the course of the sales cycle and then producing the materials
and the communications that helps in getting the word out. The Hyatt hotel also organises
various campaigns to promote its products and services so that the company becomes able to
increase the return on marketing investment.
Product development: The marketing department of Hyatt must ensure that the products and
services offered to the customers are able to satisfy their needs. The marketers must conduct the
thorough analysis regarding the customers and the competition so that they can improve their
products and services by taking feedbacks from the customers which can include the information
regarding needs of customer services, room types etc.
Developing the content providing optimization of search engine for the website: The website
of the company is the first place where the people prefer to go for information about the hotel.
The marketing department of Hyatt is responsible to keep the web content updated and current
and also must ensure that that name and the details of the company comes whenever someone
searches for the companies in hospitality industry in UK.
Managing and monitoring the social media: The marketing department must contribute in
ensuring that the social media pages are well managed and maintained. It must be updated about
the content which is posted about the company on any online or social media platforms so that
the positive image of the company can be spread among the customers and clients (Patel and
Feng, 2020).
Producing the internal communications: The employees of the company must be aware of the
company, its goals, values and its priorities. The marketing department of Hyatt is responsible
for the communication among the employees and this can be managed though the newsletters or
intranet. It also helps in enhancing the public relations.
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