Marketing Essentials Report: BTEC Higher Nationals in Business

This marketing report examines the essential elements of marketing, focusing on the roles and responsibilities within an organization, specifically using Grantham College as a case study. The report delves into the various functions of marketing, including market research, finance, product development, communication, planning, and promotions, highlighting their interrelationships with other business areas like human resources, finance, and research and development. Furthermore, it analyzes the marketing mix (product, price, promotion, and place) of both Grantham College and the European School of Economics, providing a comparative analysis. The report concludes with a SWOT analysis of Grantham College, evaluating its strengths, weaknesses, opportunities, and threats to provide a comprehensive overview of the marketing landscape and strategic recommendations.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1.......................................................................................................................................3
TASK 2.......................................................................................................................................6
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the technique which is used by company for promoting and advertising its
products and services in the market place by advertising and various marketing tools. The below
report include the company. Marketing orientation has the major requirement to have the
increase in level of satisfaction and locality as it increase to have leads in repeat to sales which is
making the competitors habeas-by offering lower prices or special introductory incentives.
Above study includes responsibilities and roles of marketing in the organization. Evaluating
components of marketing role. Further the study includes interrelation among various elements
with various functions of company.
MAIN BODY
TASK 1
Roles and responsibilities of marketing functions in Grantham College:
The marketing functions plays a crucial role in the operation of any business.
Market research
This is an activity performed by the Grantham college in order to gather the information
about the target market. The market research is specifically concerned with the markets.
Grantham college can use this information to maintain the competitive edge in the market as this
research will provide the demands of the customers. Through market research Grantham college
can come to know which courses will attract more students in their college and thus they can
check the feasibility of that course which will help Grantham college to make the decision of
whether the course should be introduced or not.
Finance
The next marketing function that Grantham college must keep in mind is the funds that
will be required to run the college. It requires money to make money therefore Grantham college

will need funds from banks and other financial institutions in order to operate their college. The
college are generally funded by trustees of the colleges. Grantham college requires funds to pay
salaries of the professors and other staffs, organize functions at the college etc.
Product development
This function of marketing involve introducing new product in the market in order to
increase the market share of the organisation. For Grantham college this would include providing
new courses to the student so that they prefer Grantham college over other colleges. Since the
college is at a small scale they need to continue perform this function of marketing in order to
attract new students.
Communication
This function of marketing involve the organisation informing, persuading and
motivating the people in order to maintain their internal management. The communication at
Grantham college involve the communicating any new course that might be introduced so that
the staff could be trained to teach the new course. Communication is very important factor and
the college must be efficient at this so that any confusion does not occur. If the communication
channels are not good then this may result in duplication of work, conflict among employees etc.
Planning
In any sector this is one of the most important function of marketing as this involves the
long term success of the organisation. The planning function involve setting up some strategies
in order to organize their work. These plans will provide path for Grantham college to achieve
their goals. In each and every work the there are different type of plan that will help Grantham
college to achieve their goals effectively and efficiently. Plans are forecast of future so the
organisation needs experts to formulate these strategies in order for them to be successfully
implemented.
Promotions
This is again the function which is important to the internal management of Grantham
college. This include promoting the employee of the college by increasing their roles,
responsibilities and pay. These promotions must be based upon the staff capabilities and not
upon anything else. The promotion function helps in motivating the staff so that they can
perform their work more effectively and efficiently. If the staff is not promoted for a long period

of time then they might get frustrated and leave the college which will result in increase staff
turnover.
Interrelationship between marketing department with other business functional areas.
Human resource and marketing department
The human resource and marketing department work together in order to create and
improve the brand image of the Grantham college. The promotion of the organisation to create
the brand image is in the hand of marketing department and with the collaboration of Human
resource the brand of the company is communicated to the staff working at Grantham college
too. The human resource department recruits the best employee for the promotion in the
marketing department and these days the organisation have come to know that the brand image is
not just for the customer it's for the employees too so the marketing department has started
working with the human resource department in order to make this possible in Grantham college.
Through collaboration with the human resource department the brand message can be spread in
the whole organisation with the help of a strong internal communication, thus benifiting the
marketing department. Also, through collaborating with the marketing department the college
can be benefited by adapting the communication methods and styles as marketing employees.
Finance and marketing department
The relationship between finance and marketing department is considered to be one of
the most in any type of organisation. This will benefit Grantham college in the achievement of
the vision and mission of their college. All the funds required by the marketing department to
promote the activities of the organisation is in the hand of the finance department, therefore there
must be a good communication and healthy relationship in these two department in order for the
smooth working of the organisation. Grantham college needs support of both these departments
in order to succeed in the long term. The competition faced by the college is very tough so the
collaboration of both of these departments will help Grantham college in increasing their market
share and improve their brand image. If the employees in the finance function can understand the
need of the marketing department then they can create mutual benefits which will increase the
profit of the whole organisation. Thus, these two department need to work together in order to
achieve the goal of Grantham college.
Research and development and marketing department

These two department will help Grantham college in understanding the needs and
requirement of the students. This can be very strong weapon for the organisation to gain
competitive advantage in the market. Through collaborating with the marketing department the
research and development department can promote the new courses they think that they must
introduce in order to attract the new students in the market increasing Grantham college market
share. The R&D department can also collect information from the marketing department of the
current market needs and wants in order to get an idea of the market. if Grantham college brings
R&D and Marketing together then they will build a strong competitive company. They can focus
on the students and through continue innovation the company can improve their brand image and
market standing. Granthom college is a small college and if the R&D department and marketing
department work together they can grow in the market at a fast pace and grab the opportunities in
the market.
TASK 2
Marketing-mix European school of
economics
Grantham college
Product The courses which are offered
by the European school of
economics include the unique
bachelor, master and MBA
degrees in a variety of field
like finance, human resources,
media and communication etc.
The courses offered by the
Grantham college are diploma
in Arts and design, hair and
beauty, travel and tourism,
engineering, science,
computing etc. they have a
wider variety of courses
available then the European
school of economics.
Price The price charged by the
European school of economics
is £1080 for the freshers in
their college and around £900
The price charged by the
Grantham college is £7600 to
9800 depending upon the type
of course which the student

for the medical students. Their
charge is quite low as
compared to Grantham college
chooses to go on. There price
are quite high. They need to
consider there competitor price
too.
Promotion These are the activities which
will help promote the courses
provided by European School
of Economics. They use social
media like Facebook,
Instagram etc., to promote
their product. This is because
these techniques are cheaper
and can target more customers.
Grantham college is a private
institution which have their
own website and the interest
students can enroll by their
websites. They promote
through other online websites
like YouTube.
Place This marketing-mix include
the place through which the
college operates. European
School of Economics place of
operation is in Madrid, New
York, London, Rome,
Florence, Milan.
The place of operation of
Grantham college is
Grantham, England. They also
provide their students with
online lectures so that they can
learn from their home too.
Process Process refers to the steps of
delivering the product or study
programmes to the student.
The European School of
Economics provide their
students with classroom
lectures, tutorial to the new
students, guest lecture etc., in
order to give the best services
they can.
The Grantham college uses the
process of online lectures,
online tutorial etc., to process
their teaching styles. They also
provide internship programs
for the new as well as old
students.

People The European School of
economics have an excellent
task force of more than 5000
professors in their college each
of them being expert in their
field and are well experienced
to perform their job.
The Grantham college have
around a task force of more
than 8000 professors providing
knowledge of the wide range
of courses available in their
college.
Physical evidence To attract buyers or students
this institution offer several
other activities like, club,
societies, ships, eateries and
(McDonald, 2015).fitness
centre etc. to promote the
brand in the market.
Grantham college provides
different student support
system programs such as
Teaching and learning
program, Veteran support
team, Glife etc.
SWOT analysis of Grantham college
Strengths
Strengths are the things that the company perform better than their competitors. The
strengths of Grantham college include that since the college is operating at a small scale their
price are quite affordable to the students and they provide excellent services to their students at
such reasonable prices. Also, the college provide a number of courses to their students which is
discussed earlier. The college provides a vast opportunity to their student like multiple
modalities, versatility in the job market etc., in addition to this the college also provide video
lectures in their classes, they have an excellent infrastructure in their college including their
robust library, college wide innovation etc. the other strengths include the strong faculty and staff
of 8000+ available.
Weaknesses
Weaknesses are the activities that Grantham college cannot perform well or their
competitor can perform these activities better than them. The weaknesses of Grantham college
includes though the college have an excellent staff but they are still understaffed as they provide
so many courses they require to recruit more employees in their college.(McDonald, 2015). The

college also has a weak internal management and as a result their performance are weak
internally which reduces the efficiency of the work. Since the internal management is weak the
communication channel are also weak and this may sometime causes disruption and duplication
of work. Grantham college need to work upon these weaknesses in order for the college to work
effectively and efficiently in the long run.
Opportunities
The opportunities for any organisation is those activities which happen in the external
environment but affects the company in a positive manner. The opportunities for Grantham
college includes the wide range of market still available for them to explore, though the company
provide so many courses then also there are a lot of souses they can still provide in order to
increase their market share. The company has good relationship with the locals which will
provide them with the smooth working of their organisation. These opportunities must be
grabbed when it comes as this will help in gaining competitive advantages over their competitors
and thus they can increase their market share.(Marketing mix, 2019).
Threats
The threats for any organisation is those activities which happen in the external
environment but affects the company in a negative manner. The threats which are there for the
Grantham college include the intense competition they face from the large scale colleges
operating in London as the students always prefer the best college available for them. Negative
perceptions surfaced as a Threat because of poor perception toward Grantham college, a general
devaluation of higher education, and an image of violence in the region. These threat must be
avoided or should be dealt with in order for the smooth working of the organization. If these
threats are ignored then Grantham college might have to face serious consequences.
PESTLE analysis
Political factors
Political factors are related to the government and their policies. It includes taxes,
subsidies. Political stability and the tariffs. The Brexit can have an adverse effect on the Beauty
Giant as now they would have to pay additional taxes and tariffs for selling their goods in other
European countries. Grantham college will be affected by these factors in the short as well as in
long term both, therefore they must be ready for these challenges.
Economic factors

These includes both the micro and the macro level factors which will affect the overall
educational industry. These economic factors include inflation rates, interest rates, exchange
rates etc., these will increase the cost of the organisation in the medium and long term. The
college need to be aware of these factors so that any change can be dealt with. The college can
enter into future contracts in order to reduce the risk of increasing in exchange rates and interest
rates.
Social factors
These are the factors which include the change in the preferences and trend of the
customers. These social factors also include the cultural trends in the society. The Grantham
college must also keep these factors in their mind so that they do not influence the society in any
way. The students want the best college for them so Grantham college must have all the facilities
in order to attract more students in their college. (Tomczak, Reinecke and Kuss, 2018).
Technological factors
It has become imperative for every educational institution to use the latest technology so
that they can not only achieve increased productivity but also other cost related benefits.
Grantham college must use modern technology, and they also indulge in online providing online
lectures in order to gain wide market share with minimum cost. These technological factors must
be implemented in the Grantham college so that they can maintain the competitive edge in the
market and increase their market share.
Environmental factors
The Grantham college must focus on going green and should use eco friendly techniques
for teaching and they should take care of the waste that are being generated in their college. They
must minimize the use of plastic products in order to protect and preserve the atmosphere. These
environmental factors must be maintained otherwise the environmental groups may pressure
them and these might affect the effectiveness and efficiency of their operations. (Rodrigues,
Pimentel, and Oliveira, 2015)
Legal factors
It is a legal obligation of every company to abide by the laws and regulations. Therefore,
they must take care of these guidelines in order to operate smoothly in the business environment
without having any legal trouble. The college might face some serious consequence if they do
not follow any of these rules and regulations of the country in which they are operating. These

legal factors will cost the company additional amounts in case they do anything which is not
legal.
Marketing plan
Grantham college is an educational institution which provides a variety of courses to the
student of United Kingdom. There has been a marketing plan being given below for the
Grantham college.(Nykiel, 2016)
Executive summary
Grantham college was established in the year 1948 to provide educational service to the
student of the country. The college provides a wide range of bachelor and master courses to their
students. The college operates in Grantham, England. The college operates at small scale with
around 8000 professors in the college and they are working toward providing the best education
the can to their students. The college provides excellent quality education at a reasonable price to
their students.
Mission of Grantham college(Datta, Ailawadi and Van Heerde, 2017)
The mission of Grantham college is to deliver the best inspiration, vocational, technical
and professional level of education to their students to achieve the best result for them. They
have been working hard to achieve their goal in the longer term.
Vision of Grantham college
The vision of Grantham college is to achieve their goal with at most efficiency and
effectiveness so that they can maximize their earning with the achievement of their goals. They
provide regular training to their professors working so that they can achieve their vision.
Objectives
The college has different objectives, this includes the following.
To monitor their staff members and support them to remove any barriers they are facing in the
college in order to provide the best quality teaching to their students.
To ensure that the external objectives are met and that the local communities are satisfied with
them. (Sarsby, 2016)
To provide training to the new as well as existing employees working in their college so that they
are updated with the new learning techniques of the different courses being provided by the
college.

To ensure that there is equality among all the staff members and their students and no one is
discriminated on any basis like caste, gender, color etc. this will help in satisfying their social
objectives. (Ramli, 2015)
Segmentation Targeting and Positioning model
The STP process is concerned with establishing links between the market and it also helps in
identifying the way in which company chooses to compete in the market.
The first step in the STP process begins with the market segmentation. Grantham college needs
to segregate the market on the basis of identifiable characteristics and factors. This will help the
company in selecting appropriate markets and target their products accordingly.
The second step in the STP process is concerned with targeting. It is concerned with targeting the
particular segment of students and focusing on their related group.
The final step is concerned with positioning. It means positioning the course in the target market
and analyzing their key benefits and characteristics. Lastly, the student get to choose the required
course which they are looking for.
Thus, STP help the Grantham college to look for feasible courses which they can teach In their
college.(Brookes, 2015)
Recommendation
Use of marketing mix help to evaluate various micro environmental factors which can help in the
strategic planning which will be helpful for the Grantham collage. There are many factors which
will help in evaluating the product and service offered are improved which can help in the
development of the strategy for collage this will help in the development of various strategies.
With the strategy development of prices and fees structure must be evaluated which can help in
the development of the strategies. places and access for the better experience of the students
providing a better study environment of the place. Physical evidence must be evaluated which
can be used to evaluate the imperative buildings, well trained staff. There is an evaluation of
macro environment which can help in evaluating and developing the strategies which can help in
the development of the strategies which can help in identification of the threats which can be
eliminated by the strategic development and for the welfare of the collage. 7P will help in
identification of strategic tools.

CONCLUSION
From the above study it has been concluded that marketing plays an essential role to
bring competitive advantage for the firm. Marketing plays a key role in modern organization and
helps in promotional activities. There are key elements on which company have to focus to bring
competitive advantage for the firm. Roles and responsibility of marketing includes meeting
customers expectation, creating brand reputation and marketing Planning. Marketing has an
interrelation with other organizational context as it is related to finance, HRM and production
departments of the business, and they work together to achieve the objective of the firm. The
Grantham college is performing quite well and is expected to grow in the future. The college
must take care of the weaknesses they are facing in their college, also they should keep their
knowledge updated so that they can grab any opportunities that comes to them.
REFERENCES
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