British Airways: Relationships of Marketing Functions and Departments

This report examines the relationships between the marketing function and other functional areas within British Airways. The introduction highlights the importance of marketing in driving company growth and establishing a market presence, emphasizing the experience of the British Airways marketing team. The report then delves into the relationships between marketing and key departments: finance, operations, and human resources. The finance department provides financial data and resources, influencing pricing and marketing expenses. The human resource department helps in acquiring qualified employees which helps in building brand image. The operational department designs services that meet customer needs. Effective communication between marketing and operations is crucial for delivering on promotional promises. The report concludes that the success of British Airways relies on strong alignment between the marketing department and other functional units. The report references several academic sources to support its findings, including books and journals that explore the interactions of marketing with finance, operations, and HR.

Relationships of the
marketing functions to other
functional areas in
organisations of British
Airways

TABLE OF CONTENT
Relationships of the marketing functions to other functional areas in organisations of British
Airways............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Marketing and finance department .................................................................................................1
Marketing and Operational and service department .......................................................................1
CONCLUSION................................................................................................................................2
REFERENCES ...............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing is the most important department in the company because they help in the
growth of the company and making a place for the organization in the market. Marketing team of
British airways is experienced, and they know how to deal with the other competitors in the
market. There is a relationship between marketing with other departments like human resource,
finance and production.
Marketing and finance department
Financial assets are important element for the normal functioning of the organisation. It is
vital for the organisation to have proper coordination and alignment between both of these
departments. The finance and accounting department shares the useful statistics and profitability
report so that appropriate changes to pricing strategy and other marketing expenses can be made.
It also helps organisation to understand the purchasing patter of customer for specific product or
services and the expected price for the particular product (Martensen and Mouritsen, 2017).
Further the finance department also provides funds to marketing department so that necessary
marketing functions like promotion, commercials and product innovation can be done. The
successful marketing of the services of British Airways also assist in achieving financial goals
of profit set by finance department or the organisation.
Marketing and Human resource
Marketing deals with the making of the product and getting more customers in the
company while the human resource department is dealing with recruitment and the employees of
the company. Marketing helps the company to have the right employees because they are
creating a brand image for British Airways which is a help for the human resource department to
get more qualified employees (Cacciolatti and Lee, 2016). It is the work of human resource and
market team to have a competitive advantage in the market and both the teams are motivating the
employees working in the company so that the brand can grow in the market which will get more
customers. Marketing department gets the changes from the market in the company and the
human resource has to make sure that employees are comfortable with the changes therefore it is
very important for both the departments to work together.
Marketing and Operational and service department
It greatly depends upon the marketing team to design services or operations which meets
the customer needs. The operational department of the British Airways consider the outcomes of
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marketing research for developing new services and products. Marketing team must also
communicate with the operational teams so that they make only feasible promises in the
promotional events and branding of the organisational services (Gesualdi, 2019). The
miscommunication between both of these departments can lead to failure of services or
commitments. Thus prior making any commitments in the promotion marketing department
always consult it with operational team to assure that promoted services can be delivered by
operational team in desired operational cost, time and expected quality.
CONCLUSION
It can be concluded that success of British Airways depends upon strong relation and
alignment between marketing department and other functional units of the organisation. Thus
organisation must emphasis on strengthening or improving this relation so that better services
can be provided to the customers.
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REFERENCES
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research. 69(12). pp.5597-5610.
Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing:
Encroachment and social media. Public Relations Review.
Martensen, A. and Mouritsen, J., 2017. Prioritising marketing activities in different types of
marketing functions. Total Quality Management & Business Excellence. 28(11-12).
pp.1264-1284.
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REFERENCES
Books and Journals
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