Marketing Essentials: Roles, Responsibilities, and Mix at LBBA College

This report provides an overview of marketing essentials with a focus on London Bridge Business Academy (LBBA). It explains the key roles and responsibilities of the marketing function within the college, highlighting the importance of understanding student desires, pricing strategies, research and development, and student support. The report also discusses the broader organizational context, including the impact of the global economy and social media on college marketing. It further analyzes the advantages and disadvantages of marketing, such as brand recognition, increased sales, and cost savings, alongside challenges like constant change and planning difficulties. The report includes a comparison of LBBA with UKCBC, focusing on the 7 Ps of marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence), evaluating their respective marketing strategies and approaches.

Marketing Essentials

Table of Contents
Introduction......................................................................................................................................6
LO1..................................................................................................................................................7
LO 2: (Refer to Appendix)............................................................................................................11
LO3................................................................................................................................................15
Conclusion.....................................................................................................................................21
Reference List:...............................................................................................................................22
Appendix:......................................................................................................................................23

Introduction
Marketing is a procedure of carrying on production and trade by promoting and selling goods
and services through tactical and strategic ideas with the help of mediums like advertising and
market research. Marketing has been a vital approach to the expansion of the college as these
decide the amount of revenue that the college is going to get from the market. Marketing Mix
can be defined as the combination of different factors that the organization requires to control in
order to amplify the entire sales in the market.
This study will be highlighting on the college London Bridge Business Academy (LBBA). This
is a business college located in London and aims at specializing in Professional exams and
Examining Bodies. Thus, this study will focus on what marketing mix is and how it would be
used to develop the market condition of this college. It will also showcase the roles and
responsibilities of marketing and a marketing plan in respect of this college.

LO1
(P1) Explain the key roles and responsibilities of the marketing function in the small
college.
The marketing department must be spotlighting on the exchange of goods and services and to
fetch in the interrelationship between the consumer and the producer to attain an utmost level of
satisfaction from the students and thus receive maximum profit. The utility of marketing is to
recognize the students’ desires and how to gratify them properly. These functions on the whole
of marketing must include buying, selling, transportation, storing, financing, risk taking and
shelter market information through scrutinizing the upgraded technology and the strategies of the
market (Hult and Ketchen, 2017). The different marketing functions can be distributed into
subdivisions as stated below:
Designing and Development
In this modern competitive market, many colleges have gained its existence in the market. Thus
this college must implement new and different services to the students and that too quite
affordable so that attracts a lot of students all over the world (Baker, 2016). It has to maintain the
quality, the shape, the style of the products and services.
Pricing
The price factor is very important for any college to flourish especially if it’s a college like the
London Bridge Business Academy as this is a small college and it does not have a huge goodwill
in the market in respect to the other reputed colleges in the UK. Attractive prices must be set for
the products and services to attract more students (Rowley, 2016). Moreover, funds are also
needed for the promotion of the college ion special events.
Research and development
It is very important to understand what the college has to offer and what actually the students
need. Gathering and analyzing the information to judge the internal weakness and the strengths
of the enterprise to achieve the target (Hollensen and Opresnik, 2015.). The questions that can be
asked during the analysis are:

 What are the desires of the students?
 What is the Price desired by the students?
 What is the quantity desired?
 What are their personal desires from the college?
 What kind of promotional technique would they like?
 Where do they want?
Student Support
It is one of the important functions as this directly relates to the marketing of the product and
how it would affect in the later future. This includes the pre-sales and the post-sale services,
handling the students, their complaints and the queries, consumer information and the technical
services.
Distribution of the Products
This is also important as this determines how the product will reach the students. Likewise, for
the college the London Bridge Business Academy, it can sell its course through online mediums
and provide student stays inside the campus areas.
Standardization and Grading
This is very important for the college for the determined specialization of the products and the
demanded quality and the quantity of the students. Moreover, the distribution of the goods is
done through various groups determining the certain characteristics.
You must provide an explanation of how the roles and responsibilities of marketing relate
to the wider organizational context, with reference to the small college. (P2)
The global economy is increasing at a very high rate and the small colleges are gaining huge
support for the growing markets (Zhang et al., 2016). Thus, the role of marketing has been a very
important for any college to carry on its business. The competition along with the technologies in
the markets is changing and is getting better day by day. Nowadays it has been very hard to
maintain a friendly relationship with its competitors.

Social media work as a very important platform for the colleges for attracting students and set an
audience for the product they distribute. Marketing is very important for maintaining public
relations and as a result, this brings confidence to the students to try and demand new products. It
is a huge platform to get feedback from the students and new products can be launched with
respect to this feedback and use this medium for publicity. Marketing strategies are created for
the present enterprises, with all the scientific up gradation and existing marketing strategies. This
approach makes the marketing psychiatry extra significant in every applicable enterprise,
irrespective of their marketing policies after revenue or non-profit organization.
Without the help of marketing, the colleges would be lifeless (Wirtz et al., 2014.). The success of
the colleges is determined by the discrete functions of the funds and the relevant dissimilar
collections but also from the healthy public relations with the students.
Advantages or benefits the marketing department would bring to the small college.
A conspicuous preferred standpoint of advertising is the advancement of the business; getting the
acknowledgment and consideration of the intended interest group over a far-reaching or
particular market. Putting resources into advertising is important. The most critical position of
showcasing is subsequently just enhancing the organization's benefits by boosting deals.
Brand Recognition
A standout amongst the most eminent elements of advertising is creation and advancement of
corporate brands. The achievement of the college is ensuring accomplishment of the organization
goals. To remain aggressive, colleges need to connect with whatever students could expect under
any circumstances and how to offer those expectations in those situations (Moorman and Day,
2016).
New Product Ideas
In today’s technologically sophisticated universal market, students keep on searching until they
discover products that are innovative. Marketing provides the benefit of showing students the
most recent and best products a business has to offer.
Increased Sales

Marketing results in the better amount of sales in the market if managed correctly. This can be a
result of marketing in online media where a lot of people are present. It can also be a result of the
agents of the retailers, which promote the service and feature products at a specific season.
Cost Savings
If more and more sales increase the brand awareness of the college also increases. This results in
cost savings as marketing costs decline with time. If an in-house marketing team exists the cost
of advertising and marketing is waived off. External marketing agencies can also be very cost-
effective if managed efficiently. A huge expenditure spent on advertising campaigns can be
avoided if students increase and this cost can be used for research and development of a product.
The disadvantages of marketing are:
Constant Change
Marketing often requires an organization to change quickly to keep up with the modern trends in
the market. These changing demands of the students can bring huge changes in the structure of
the college and also the college has to spend a lot of money to bring about these changes. This
also creates an additional requirement of staffs which become a cost to the college.
Broader Scope
Effective markets require coordinating across every department of the organization. Being
attentive to all the employee needs as well as of the students’ needs becomes a challenge for the
college as it grows in size and feedback from everybody is not always possible.
Investment in Research
A huge amount of funds is needed for the market researchers. This changes every time when the
customer desire changes. Even the best quality market research can show a perfect prediction of
what the consumer needs. Even the change of demands makes the college to change its roles and
much more also can occur. This bears a huge cost on the college’s funds.
Planning Challenges
A strategic planning can be a very important decision for the development of the organization.
But any failure in the plans can bring huge financial losses and even after proactive and
aggressive approaches to planning any business decision can fail. The employees will have to be
concerned about the next shift in the college policies and have to be accustomed t it.

LO 2: (Refer to Appendix)
Comparison of the two colleges in respect to the 7 Ps.
ELEMENT LBBA UKBC
Product The university provides few
services associated amenities to
the student like seminar
accommodation, immense
sermon accommodation, it labs
and other related facilities.
Documentation admittance for
the students is also accessible
which helps them to get
recommendation books
desirable for the achievement
of their homework. The
Lyceum Theatre offered help
to the students to observe
diverse dramas which twirl out
to be edifying (Paley, 2017).
The university provides diverse
services that absorb highly
applauded educational
aptitude. An ideal
university grounds location
can help out the students in
developing the educational
skills as well considering
that transportable skills that
can help in escalating their
careers. UKCBC carries out
workshops on specialized
development.
Price The teaching fees of the students
integrate the entire course
together with the
developmental lectures as well
as additional module on
English. The course fees of the
B-tech courses are also
mentioned on the forms.
Student gets the cost of the fees
through student loan
companionship or it can be
The instruction has acquired
connection with the
Students credit corporation.
They also supply teaching
payment loan as well as
safeguarding loans.

through other ways also.
Place The campus uses the online display
place to do a undeviating form
of promotion. The university
provides reserve tutoring to the
students through the help of
online proposal ( Jindal et
al .,2018). LBBA functions
from Farringdon Road, London
and has an official website:
www.lbbaglobal.com
The academia uses the online
display place as a standard
of extrapolating their
courses and homework. The
reserve education students
get an easy entrance on the
courses and programs
obtainable in the course of
their official websites
UKCBC functions from the
Eastern Avenue, Grant
Hills, London. The official
website of the college :
www.ukcbc.ac.uk
Promotion Promotions are the activities that
encourage a venture. If the
facts that help a body to get
recognition are analyzed,
Public relation will be one of
the essential tools that LBBA
uses to gain stakeholder’s trust.
Communication has always
been a thing that can draw
students towards the school.
Campaigning accelerates the
same as this is a form of direct
communication.
As promotion is very much
essential for a school or
college, UKCBC has
decided to continue the
promotion through simple
advertisements and simple
campaigning that is actually
working actively in an
organized manner in order
to achieve a goal.
People Growing the market and being at
the top of the list in UK are the
motto of LBBA. These are the
UKCBC planned a bit
differently to have a hold
on the market. The college

things that can enable an
organization to spread all over
the market with efficient
competencies. The best part is
sales managers, college
employees and the
intermediates are into the
process of getting prospective
students.
has spent an amount from
its pocket to keep
professional. The
professionals will be solely
responsible for promoting
the courses that are run by
the university authority.
UKCBC has successfully
taken a place by employing
the group of professionals.
Process Process is another important part
that has to be focused on.
Hence apart from the service
related to education LBBA has
undergone an assessment by
QAA that is known as Quality
Assurance Society. QAA is an
autonomous body that checks
the quality in the higher
education of UK. The check
point of QAA is universities
and colleges sustain their
quality education.
UKCBC took another unique
method for promotion of
any course. Promotional
videos are launched by
UKCBC for that particular
course run by the
University and the selection
process for that goes as per
the awarding bodies
(Rowley, 2016).
Physical
Evidenc
e
Physical evidence is a must for any
college or university. LBBA
owes a logo and that very logo
creates an image of the
classroom culture of LBBA
that helps the university itself.
UKCBC has its own logo to
express the idea and
principal of the college.
This logo strongly symbolizes
Growth, Learning and
Professional advancement.
This differentiates the
college from the lot.

The parity brings out the areas that should the universities must be concerned about. These are
the seven elements that the colleges and universities should focus on, but strictly keeping in mind
that all the inclusion or implementations should be within the reach of the students, because these
are brought in use so that the students are benefited (Westwood, 2016).
Those who are involved in the marketing part play a vital role in terms of promoting the colleges
and universities. The logo is equally important in terms of helping the university to get a
worldwide recognition. This helps the students too for getting recognized globally.

LO3
Marketing Plan
Executive Summary
This report will emphasize the diverse strategies of the London Bridge Business Academy to
accomplish the anticipation and demand of the students. The internal and the external features of
the business environment can be vitally investigated with respect to its strength, weakness,
threats and the opportunities of the college (Khan, 2014). The seven components are to be
evaluated below are the price, the product, promotion, place, packaging, positioning, and people.
To generate more profit and expand as a business college in the UK and abroad the college must
attract more students. The college must accept several marketing tools, take effective decisions
and focus on the organizational planning of the college.
A marketing plan is a structure through which the college can sketch the goals and the actions of
the college to achieve a definite goal. The London Bridge Business Academy must use several
marketing plans to keep up with the demand of the students and preserve its students. Some of
the marketing plans are mentioned below:
Situational Analysis
This is the method which must be used by the college to understand its capabilities and also the
demand of the students. It also helps to understand the environmental factors and the business
environment. Several methods like the SWOT and the PESTLE can be used to analyze the above
qualities of the college.