Hospitality Marketing Essentials: Roles and Responsibilities, Marketing Mix, and Marketing Plan

Unit 15: Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION...............................................................................................................3
TASK 1...............................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function........................3
P2 Discuss how roles and responsibilities of the marketing relate to the wider
organizational context. ...................................................................................................5
TASK 2...............................................................................................................................6
P3 Compare the ways in which different hospitality organisations apply the marketing
mix to the marketing planning process to achieve the business objectives..................6
TASK 3...............................................................................................................................8
P4 Produce a basic marketing plan for a hospitality organization to meet the
marketing objectives.......................................................................................................8
CONCLUSION.................................................................................................................12
REFERENCES................................................................................................................13

INTRODUCTION
Marketing refers to the set of activities which a company undertakes to communicate
introduce and promote offering. It maybe in the form of product or service. The hospitality
industry covers three main areas which includes tourism, hotels and food and beverage. The
hotel sector contributes maximum to the economy so in order to earn maximum profit it begins
to promote its services so that potential customers are attracted (Alford, 2018)The marketing
department is entrusted with the most essential duty to promote the services in order to generate
revenue and earn maximum profit. The organization chosen for this report is Intercontinental
hotel, a multinational hospitality industry which has 213 hotels in different locations worldwide.
The headquarter of the company s situated in UK. This report shall cover the roles and
responsibility of marketing together with its inter link with other departments. Further the
marketing mix of two hotels is discussed in order to make comparison and a marketing plan for
the hotel.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function.
The marketing department undergoes many roles in order to make its business grow. The
InterContinental hotel has a creative marketing department which has following roles to play in
their everyday operations which are discussed below-
Role of marketing
 Market research –The main role of marketing department is to research the latest
customer trends in order to provide the services they need. The marketing department of
the Intercontinental hotel is entrusted with the role of considering all the factors which a
customer undertakes in order to select a hotel for availing its , so Intercontinental hotel
does research through its industrial database, monitoring the customer review and also
takes customer feed backs face to face (Avila-Robinson and Wakabayashi, 2018). This
helps the hotel to make the services better for the customer to give them best experience.
 Spread awareness – Brand awareness has been considered as the most essential work for
hotel industry. The Intercontinental hotel spread it brand awareness in order to pass

information to its potential customer so that they become aware of what hotel is serving.
For this the marketers of Intercontinental hotel make sure that all information relating to
hotel services are available on different mediums so that potential customers can access
them and attract to the hotel.
 Building customer relationships –In order to ensure good business, building good
customer relation is important. The marketers of Intercontinental hotel make sure that it
creates such programs for the customers like loyalty programs so that trust and
confidence is build in the minds of the customers for the hotel. A better loyal customer
will promote the hotel and its services either through social media or word of mouth
which will help the hotel in generating high revenue base.
Responsibility of the marketing
Apart from the roles to play, there come several responsibilities of the marketing
department so that it can provide business to the hotel. The marketing managers of
Intercontinental hotel plays several responsibilities which are as follows-
 Putting the facilities – Promotion is an essential responsibility of every marketing
department. The marketing manager of Intercontinental hotel make sure that it organize
such promotional activities for the hotel so that its services is promoted in such a way that
its occupancy can be increased during the low booking days (Baker and Magnini, 2016).
Secondly the marketing manager must make utilization of conference hall that it is filled
and such events must be organized in order to generate more business for the hotel apart
from accommodating the rooms in the hotel.
 Liaison with managers and staff- Every department is interlinked with each other. The
marketing manager of Intercontinental hotel has a responsibility of planning its activities
in such a way that it coordinate with other teams like in order to plan its promotional
activities it has to work according to the event management team so that it can attract
more and more events in low booking days. It also works with customer service team by
taking customer reviews and feed backs so that it can make improvement in its activities
to promote the services effectively and efficiently so that further business is promoted
which can result in more profitability and growth (Beck, 2017)..