Marketing Functions and Relationships at British Airways: A Report

This report analyzes the marketing functions within British Airways, emphasizing the crucial relationships with other departments such as human resources, finance, and operations. It highlights the significance of the marketing department in driving company growth and establishing a strong market presence. The report discusses the importance of collaboration between marketing and human resources in recruiting qualified employees and building a strong brand image. It also examines the role of finance in providing resources for marketing activities and the importance of aligning marketing strategies with financial goals. Furthermore, the report explores the relationship between marketing and operations, stressing the need for effective communication and coordination to ensure the successful delivery of services. The conclusion underscores the need for strong inter-departmental relationships to provide better customer services. The report also includes references to academic sources.

Relationships of the marketing functions to other functional areas in organisations of British
Airways
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
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.
Marketing and Operational
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
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.
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.
Introduction
References
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.
CONCLUSION