Roles and Responsibilities of Marketing in Hospitality Organizations

Unit 15:
Hospitality
Marketing
Essentials

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function within a selected
hospitality organisation................................................................................................................1
P2. Discuss how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................2
TASK 2............................................................................................................................................5
P3 Compare the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process to achieve business objectives..................................................5
TASK 3............................................................................................................................................9
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing play essential role on business as it helps organisation to attract more customers
and increase sales of business. In hospitality sector, marketing is very important part of business
as it lead to enhancing business functions and profitability. There are different elements of
marketing that is significant for effectively and efficiently conducting business practices (Baqai
and Qureshi, 2020). This report is based on Hilton hotel. This company is dealing in hospitality
sector and providing its services to world wide customers. This report includes various roles of
marketing function in hospitality organisation and it consist the relationship of marketing role
and responsibility with wider organisational context. In this report marketing mix of different
hospitality organisation is determined. Apart form this, marketing plan is developed for meeting
hospitality company objective.
MAIN BODY
TASK 1
P1 Explain the key roles and responsibilities of the marketing function within a selected
hospitality organisation.
Marketing can be describe as the activities of organisation for promoting and creating
awareness about products or services of company in order to attract more customers. This is
significant process for providing values to customers and meeting with their needs. In hospitality
sector, marketing function includes various activities that is performed by hotel to develop
strong relationship with customers and meeting with their need and demand in significant
manner. This play important role in Hilton organisation as it will lead to increase customer base
as well as gaining competitive edge over other rival companies.
Role of marketing function – There are various important role of marketing function
which are mention below in detail. Identify customer – In Hilton company, marketing function role is to understand need
and want of customers (Abid, Harrigan and Roy, 2020). This is significant role of marketing
function as it helps in identify target customers of respective company along with their
requirement. This support in providing better service to potential customers of Hilton
hotel.
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 Satisfy customer – It is one of the major role of Hilton marketing function and it is
effective for developing strong relationship with customer. Through this role, respective
organisation is able to create right products and services with the motive of enhancing
customer experiences and satisfying customer needs.
 Retain customers – Marketing function play important role in retaining customers. Its
role is to give different reason to customer for coming back and focus on developing
stronger relationship with customers.
Responsibility of marketing – Marketing function consist of different responsibility that
will help in enhancing business functions and attaining goals. Responsibility of marketing
function in context of Hilton company is mention below - Promotion - It is important responsibility of marketing function to promote products and
services of Hilton company (Seebacher, 2020). This is important for attracting more
customers or increase sales of business. Hilton company, marketing function
responsibility is to creatively promote its services and offering in order to influence more
customers. In this responsibility various practices can be perform by Hilton hotel which
will lead to attract targeted customers towards business. Developing relationship – Marketing function major responsibility is to create and build
effective relationship with customers. It is responsibility of marketing function to carry
out different practices which will lead to develop better relationship with customers for
increase loyalty of customers. This will also includes maintain effective relationship
with other stakeholder in order to enhance business functioning.
 Monitoring competition – It is crucial for organisation to carry out different activities for
monitoring competition as well as determining rival company strategies. It is
responsibility of marketing function to monitor competition and analyse their business
practices. This will help in better decision making of business as well as enhancing
organisational performance.
P2. Discuss how roles and responsibilities of marketing relate to the wider organisational
context.
It is very important that different roles and responsibility of marketing is correctly related
to wider organisation context (Petrescu, Krishen and Bui, 2020). There are different functions and
department of Hilton organisation which needs to work correctly and accurately in order to
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