Hospitality Marketing Essentials: Roles and Interrelations

This report provides a comprehensive overview of hospitality marketing, focusing on the key roles and responsibilities within the function. It details how marketing departments gather market information, create marketing plans, design and develop services, communicate with various stakeholders, and build a strong brand image. The report also explores the interrelation of the marketing function with other departments such as finance, human resources, research and development, and operations. The analysis uses the example of the Hilton hotel to illustrate how these functions work in practice, highlighting the importance of understanding customer preferences and adapting strategies to meet changing market conditions. The report concludes by emphasizing the significance of effective marketing in achieving organizational objectives and goals, particularly in the context of the competitive hospitality industry.

Hospitality Marketing Essentials
TASK 1

Table of contents
Introduction
Explaining key roles and responsibilities of marketing function
Interrelation of marketing function with different departmental function
Conclusion
References

INTRODUCTION
 Hospitality marketing takes different segments of the hospitality industry like hotels,
restaurant and resorts, use marketing technique to promote their goods and services.
 Marketing is very essential in hospitality industry is to identify the consumer taste and
preferences, increase brand awareness, promoting strategy and services for attracting
consumers.
 This presentation will explain the key roles and responsibilities of marketing functions
in the hospitality industry.
 It will describe the interrelationship between marketing functions and other functions
of organization.

Explaining Key Roles And Responsibilities Of Marketing
Function
There are various roles and responsibilities which in turn associated with marketing
function that contributes in the accomplishment of goals and objective. This function
helps business unit in gathering information about both market as well as customers and
thereby assists in formulating competent strategic framework which contributes in
higher productivity and profitability.
Marketing function
Gathering marketing Marketing planning
Designing and development
Communication
Build brand image

Cont…
Gathering marketing information:
 The aim of marketing department is to gather various information like taste and
preferences of customer, changing trend, available resources in market etc. It helps
Hilton hotel to change the existing strategy and prepare plan according to the market
condition.
 Now the customer are more interested in the services provided by the hotel rather than
to only stay. The responsibility of marketing manager is to identify the need of the
customer by getting feedback from them.
 This helps in improving performance on the basis of information gathered so they can
easily fulfil the demand of customer.

Contd…
Marketing planning:
 The role of marketing department or manager is to prepare plan for the various
organizational activities like promotion, sales, production activity etc. it is used by
Hilton to promote the hotel services across the world.
 It helps them to prepare plan for increasing the market share and promote hotel through
the means of different channels like social media, Facebook, advertisement, etc.
 By this, Hilton can develop awareness among the customers about service offerings.
 However, it is critically evaluated that marketing planning is long termed process. The
change in marketing factors influence overall planning.

Cont…
Designing and development:
 The function of marketing department is to design product in an innovative manner
which helps in attracting customers towards the services offered. Hilton designs and
develops room according to the preferences and comfort of the customers.
 Along with accommodation, Hilton offers several other leisure facilities to the
customers namely swimming pool, resort etc.
 Hence, additional services provide customers with memorable experience and increases
the profit of company.
 However, it requires highly skilled and knowledgeable person to design the services
according to customer demand.

Cont.…
Communication:
 The role of marketing function is to communicate information regarding the change in
marketing policies and planning to the different departments and employees.
 It helps them to aware about the organization changes. The aim of the department is to
communicate the facilities and services of Hilton hotel to its customer.
 They use different channels like online media, advertisement, newspaper to
communicate the facilities and services.

Contd…
Build brand image:
 The role of marketing is to communicate the services of Hilton hotel in the market to
create position and image in the mind of customer. It helps to build a strong brand
image which ultimately increases the number of visitors.
 Positive brand image reflect the services of the company by differentiate it from the
competitors and gain the market share.
 However, it has been critically evaluated that it require long time period to familiarize
the product and services in the market.
 At the same time a negative brand image also reduces visiting customer.

Interrelation Of Marketing Function With Different
Departmental Function
The marketing function of Hospitality industry are interrelated with the different
department like finance, research, sales and distribution and operation department.
Interrelation within the departmental function improve the performance by reducing the
cost and time in communicating information. Along these it helps to increase the
profitability and productivity by addressing demand of customer.
Interrelation of marketing and finance department
 Marketing and finance department are interrelated. They share the information to
manage the activity and assign finance to meet the requirement of organisation.
 It helps the marketing department to gather the finance for promotion, research and
distribution activity.

Contd…
Interrelation of marketing and HR department
 The interrelation of marketing and HR department help to analyse the requirement of
skilled and efficient employees for new product development, sale the product and
services etc.
 The interrelation between the department help the Hilton hotel to use the potential of
employees and utilize it to gain the competitive advantage. It also helps to offer variety
of services by the marketing department.

Contd…
Interrelation of marketing and research and development department
 The aim of research department is to identify the market trend and innovate the product
to satisfy customer need.
 Research department provide the information regarding the changing trend and
environment to the marketing department to differentiate the services of Hilton hotel
from its competitors and gain the competitive advantages.
 The interrelation of marketing and R&D department help the company to improve the
performance and compete in market with sustainability.