HNC/Diploma Unit 15: Hospitality Marketing Officer Role Report

This report examines the role of a Marketing Officer within the hospitality sector, focusing on marketing functions and their interrelation with other departments. It outlines the key responsibilities, including brand definition, campaign management, content creation, and customer relations. The report highlights the importance of understanding the target market and developing new products, as well as comprehending competitors and their strategies. It also explores the marketing function in relation to Marriott International, providing examples of online advertising campaigns and product development. Furthermore, the report details the interconnectedness of the marketing function with operational management, finance, and human resource management, emphasizing the need for collaboration and alignment to achieve overall business objectives. The report concludes by underscoring the significance of marketing in achieving a sustainable competitive edge in the hospitality industry.

C
MARKETING
OFFICER IN
HOSPITALITY

Marketing function
• Marketing function helps an organisation
in finding and identifying potential
successful products at the marketplace,
which they could promote them in
differentiating it from similar products.
• Some of the important function are
market research, product development,
promoting prices, matching the products,
distribution to the customers (Borges, et
al., 2019).
(Source: Borges, et al.,
2019)

Role of marketing function
• A marketer will have to undertake several roles
such as acting between consumers and the
company as a strategic guide, communicator,
deliverer, customer voice, and co-ordinator and
negotiator.
• Identification of target market
• Understanding the competitive and economic
characteristic of hospitality sector
• Identification of segment with the help of target
market
• Development of new products
• Comprehending competitors and their strategies
• It helps to create an sustainable competitive edge (Source: Tengilimoglu et al.,
2016).

Responsibilities of marketing
function
• Marketing function acts an vital role in the promotion of business. It acts an confront of the
company while coordinating and creating every material. It`s responsibility is to reach out to
customers (Nyuur, Brečić, and Simintiras, 2016). The responsibilities are-
• Defining and introducing the brand.
• Conducting marketing campaign
• Promoting activities and producing marketing
• Creation of content by providing SEO for their website
• Management and monitoring
• Production of internal communication
• Serve as a media liaison
• Conduction of customer with its market research
• Overseeing vendors (Source: Monden, 2019)

Marketing function in
relation to Marriott
• The functional area of Marriott international London
especially marketing related to online advertisement
displaying campaigns in bloggers regarding the
honeymoon ads on the social media channels such as
SEM campaigns, Twitter, and Instagram (Choi, Chan, and
Yue, 2016).
• With type of change in the slight huge proportion of
marketing budget. Marriott has used to design new hotel
chain. Marriott has developed courtyard by Marriott
concept, which have tested and introduced.
• Processes have changed the approach leading to a
development of new product (Monden, Y., 2019).

Marketing functions interrelating
to other departmental functions
• Operational management
Marketing function closely relates to production function, which will ensure adequate researching
through surveys in order to meet the present and future wants.
Marriott convinces every hotel by availing innovative services and products which is designed to
enhance satisfaction through customers with specific availability of operational efficiency
(Luftman, Lyytinen, and Zvi, 2017).
• Finance management
There is a need to meet the wants for promotion, research and distribution by creating adequate
budget. Finance department ensures that organisation operates within the financial abilities of
the organisation.
This will need all the functional departments to work with allocated budget.

• Marketing department will have to closely
related to IHRM, which will appropriately
staffing level .
• Human resource will ensure the
accomplishment of necessary skills where
there will be connection between development
of new products and research regarding ideas
by meeting production targets. It ensures
creation of ambitious sales team (Andersson,
Forsgren, and Holm, 2015).
• HRM is regarding recruitment with the training
demands in the organisation. It will lead
obligation for marketing with all the other
functions.
• Marriott has been committed to retention and
recruitment the best associates by availing
them fair treatment (Andersson, Forsgren, and
Holm, 2015).

References
• Monden, Y., 2019. Toyota management system: Linking the seven key functional areas. Routledge.
• Andersson, U., Forsgren, M. and Holm, U., 2015. Balancing subsidiary influence in the federative MNC: A business
network view. In Knowledge, Networks and Power (pp. 393-420). Palgrave Macmillan, London.
• Choi, T.M., Chan, H.K. and Yue, X., 2016. Recent development in big data analytics for business operations and
risk management. IEEE transactions on cybernetics, 47(1), pp.81-92.
• Luftman, J., Lyytinen, K. and Zvi, T.B., 2017. Enhancing the measurement of information technology (IT) business
alignment and its influence on company performance. Journal of Information Technology, 32(1), pp.26-46.
• Borges, E.S., Fantinato, M., Aksu, U., Reijers, H.A. and Thom, L.H., 2019. Monitoring of Non-functional
Requirements of Business Processes based on Quality of Service Attributes of Web Services. In 21st Int. Conf. on
Enter. Inf. Syst.(ICEIS).
• Nyuur, R.B.B.I., Brečić, R. and Simintiras, A., 2016. The Moderating Effect of Perceived Effectiveness of SMEs'
Marketing Function on the Network Ties—Strategic Adaptiveness Relationship. Journal of Small Business
Management, 54(4), pp.1080-1098.
• Tengilimoglu, D., Atilla, E.A. and Dursun-Kilic, T., 2016. The Effect of Market Orientation on Performance of Private
Hospitals: The Pivotal Role of the Marketing Function. In Let’s Get Engaged! Crossing the Threshold of
Marketing’s Engagement Era (pp. 117-117). Springer, Cham.