Marketing Essentials Report: Dublin Business School Marketing Mix

This report provides a comprehensive analysis of marketing essentials, specifically focusing on Dublin Business School (DBS). It begins with an overview of the college, detailing its history, departments, and role of marketing. The report explores the responsibilities of the marketing department, including brand image management, campaign organization, and social media evaluation, as well as its interrelation with other departments such as administration, counseling, education, and examination. The advantages of marketing for a small college are highlighted. The report then delves into the 7 P's of the marketing mix (Product, Place, Price, Promotion, People, Physical Evidence, and Process) and their application within DBS. A comparative analysis is conducted between DBS and Trinity College, examining their marketing mix strategies. The report includes an application and success analysis of marketing strategies, a proposed marketing plan, and recommendations for the use of the marketing mix, ultimately concluding with insights into effective marketing practices for higher education institutions.

MARKETING ESSENTIALS
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Overview of College...................................................................................................................3
Role and responsibilities of marketing........................................................................................4
Interrelation of marketing department with functionalities of other business departments .......5
Advantages of marketing for small college................................................................................6
Compare the small college with a different organisation, to compare how they both use the
marketing mix.............................................................................................................................7
TASK 2............................................................................................................................................7
7 P's of Marketing Mix ...............................................................................................................7
TASK 3............................................................................................................................................9
Comparison between how Dublin Business School & Trinity using marketing mix strategy
for achieving their objectives......................................................................................................9
Application & success of marketing strategy............................................................................11
Marketing Plan..........................................................................................................................11
Recommendation on use of marketing mix .............................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
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INTRODUCTION
Marketing activities help an organisation to promote and advertise their products and
services through which they can enhance sale and gain competitive advantage from their
operations. Marketing is a key component of business through which they can promote products
of company which will increase sale and organisation can gain competitive advantage (Perreault,
2018). Through an effective marketing strategy business can attract customers by delivering
accurate messages and with help of attractive advertisement. Dublin Business School is a private
college which was established in 1975. The college various courses related to management,
accounting, psychology, IT and others. Dublin Business School also provides online professional
courses which are designed to enhance career and can be studied from anywhere. This project
report is based on marketing functions that are performed by management. This project includes
all necessary information regarding college and marketing initiatives that are opted by college to
promote their services.
TASK 1
Marketing actions help business to target the market and satisfy customer demand
through monitoring and delivering products to right place and at right time. The objective of
marketing is to conduct a research through which they can analyse customers and demand of
current market and changing trends.
Overview of College
Dublin Business school was formerly called as Accounting and Business College. It’s a
private college which have around 9000 students and provides full and part time courses for
under graduation and post-graduation in several subjects such as business, law, accounting It,
mass media, event management and psychology. All under graduation degrees of DBS are
recognised by QQI. The colleges operate at six locations in which main campus of college is in
Aungier Street. There are three different schools which are opened by DBS and management
monitor needs and ensure that all requirements are fulfilled within campus (Berkowitz, 2021).
The different departments of college are School of Arts, School of Business and Law and
Professional School. While, some of the business departments working in college for its effective
level of functioning includes examination, education facilities, counselling, administrative and
marketing.
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Role and responsibilities of marketing
Roles of marketing
Marketing department of an organisation plays a crucial role in promoting business
activities using various innovative and constructive approach. With help of an effective
marketing strategy, business can connect with their customers and promote products and services
which are provided by them. Some of the roles of marketing function in Dublin Business School
are explained below:
 Establish, maintain and define brand image- This factor states that marketing person
must be able to deliver accurate message about business and what they are and how
activities are carried out in business (Groucutt and Hopkins, 2015). Dublin Business
School focus on all activities that will help them to create and maintain their brand image
through which they can attract more students and also it will help them to retain their
existing staff and students.
 Organise campaigns for initiatives- One of the role of marketing department is to
organise campaigns through which awareness about functions can be increased. Dublin
Business School must organise campaigns through which they can create awareness
about their courses and this will help in attracting and retaining students to college.
 Evaluating and controlling through social media- Marketing help business to manage
through social media through which they can connect with more number of customers all
around the globe. Dublin Business School must maintain their social media pages and
keep them updated about all activities and campaigns that will be performed in college,
through this college can attract and retain maximum students with them.
Responsibilities of marketing
With the help of effective marketing strategy, business can effectively analyse customers,
changing market trends and competitors of business (Chernev, 2018). Through an effective
marketing strategy business can offer right services to their customers at accurate time. Some of
the responsibilities of marketing department are listed and explained below:
 Analyse customer needs and demands- Marketing is a technique which help to analyse
customer trends and changing demands through which maximum customer satisfaction
can be met. Dublin Business School must conduct surveys through which they can
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analyse changing patterns and fulfil customer demands, it will also help college in
retaining existing students and staff with them.
 Manage marketing budget- By setting marketing budget it helps business in effectively
plan and execute all activities through which they can gain competitive advantage.
Dublin Business School strategically plans a budget which will be required to perform all
activities through which they can effectively utilise resources and this will help in
retaining existing staff and students within college (Rowley, 2016).
Interrelation of marketing department with functionalities of other business departments
Marketing department is important for each and every organisation irrespective of their
nature and industry in which they prevail. It is duty over the marketing managers of business that
they promote services and offerings in market among their target audiences so able to grab their
attention. The role of marketing department is immense in all directions of a business. This not
only help to improve competitiveness of business but aid other departments in effective working
of their functions. In respect of Dublin business school, marketing department is important for
enhancing brand image in market along with improving attention among students. The benefit of
marketing department is not limited to that extent only because it also provides assistance to
other departments regarding performance of their functions. The relation of marketing
department with other is demonstrated below:
 Marketing with administration- The functions of marketing department are interlined
with administration department as the administration help to conduct an effective
research, implement marketing strategies and also to communicate brand virtues with all
members of organisation. All promotional activities are carried out with the help of
administration department and they must also focus on building and maintaining brand
value in marketplace (Baker and Saren eds, 2016). Dublin Business School focus on
coordinating functions of administration and marketing department through which they
can analyse changing market trends through conducting an effective research. This
interrelation also helps Dublin Business School in promoting and advertising all services
provided by business with the help of pamphlets and other sources through which they
can attract more students and retain existing staff and students.
 Marketing with counselling- The functions of marketing are interlinked with
counselling as through marketing business can analyse the changing trends and can also
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motivate students and staff which will enhance their performance. Dublin Business
School can build and maintain a positive and healthy brand image which will help them
to develop a strong client base, enhance business growth and also retain their students
with their college. The counselling department help marketing department of Dublin
Business School to provide right direction and guidance to all individuals which will help
college in retaining maximum number of students with college itself (Babin and
Zikmund, 2015).
 Marketing with education facility- With the help of social media platforms, and other
educational applications help business in connecting with wide number of clients all
around the globe. Marketing department of Dublin Business School help in promoting
activities that are provided by education department with the help of social media
platforms and through educational applications which can be accessed from any location
and this will help college in retaining maximum number of students and also in attracting
more students to the college. It will also help in building and maintaining image in
marketplace.
 Marketing with examination- Marketing functions help examination department to
analyse the requirement and demands of all students through which they can retain
maximum number of students within college. The marketing department of Dublin
Business School help examination department in monitoring student’s requirements
through taking regular feedbacks from all students which will help college in analysing
demands of students and provide satisfactory outcomes to all students which will lead to
maximum retention of students within college (Hanlon, 2018). The examination
department must closely observe all outcomes of feedbacks which are collected with the
help of marketing department as this will help in meeting student’s satisfaction and
maintaining goodwill.
Advantages of marketing for small college
Several advantages of marketing functions that can be observed are stated below:
 Identification of market trends- Marketing technique help business to analyse the
changing market trends and demands which needs to be fulfilled and maximum customer
satisfaction can be met. Dublin business school must conduct an effective marketing
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strategy which help college in analysing changing needs and demands through which
they can attract more students and it also help in retaining maximum staff within college.
 Optimum utilization of resources- With the help of effective marketing strategy,
business can utilize resources through strategic planning and implementing plans which
will help in meeting customer demands. Dublin business school must plan all their
activities and analyse all requirements that needed to be fulfilled, this also helps in
reducing cost (Baker and Magnini, 2016).
 Enhanced standard of living- With the help of marketing strategy, business can deliver
products and services which can enhance standards of living. Dublin Business School
must focus on providing valuable services to their existing staff, students and other.
Compare the small college with a different organisation, to compare how they both use the
marketing mix
In the context of Dublin business school, they are considered under of the largest
independent colleges in Ireland having approx. 9000+ students currently taking education from
this college. They are dealing urban campus and college type is private, they are right now
providing with full time and part time under graduate, post graduate programmes to their
students. They are effectively promoting their studies programmes through online channels is
that by their college official website in comparison with Dublin, their competitor like Trinity
college are also having the similar sort of their college in comparing to their competitor Dublin
business school (Pride and et.al, 2017). Trinity college have operated in approx. 7500 employees.
The organisation designed relates to their new institution was influenced by Oxford, Cambridge.
So here is the comparison of two business colleges through attaining their marketing mix which
will describes about their marketing presence and strategies.
TASK 2
7 P's of Marketing Mix
It refers to the tactics and strategies, through which organisation will satisfy their
customer needs and demands. Marketing mix having a set of elements through which any
organisation can perform their operations in market is that product, place, price, promotion,
people, physical evidence and process. Marketing mix of business college is that:
Product:
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This refers to the process of what organisation produces it will be relating with products
and services and can be a combination of both. It develops for the customer to meet their core
needs (Mankiw, 2020). In the context of Dublin business, they involve with the products or
services like best accommodation facilities to outsiders for visit purpose, provides modules and
particular notes to their students, exchanges programmes for their students with various courses,
computer system facilities and requirement related with residential whereas in comparing with
Trinity, they are more focus on their brand image of providing with services like proper
accommodations and study materials.
Place:
This relates with the place where customer deals with their sellers, and make a purchase.
Place will be physical store or online platform; they are both considered as dealing place. In
context of Dublin business college, they are dealing college campus and online study platform,
so it’s considered as platform to serve their student whereas same will be applicable on Trinity
college they are also dealing in campuses and online study classes.
Price:
It will be considered as only revenue generates elements of this marketing-mix, all the
activities of marketing relate with particular cost in relation to set product and service a price.
Dublin business college as well as trinity they both are working on factor like payment
arrangements, fees related with tuition as they are having different approach of dealing in
finance, programmes related duration and flexible approaches in Tuition.
Promotion:
It is related with product and services promotions and advertisement. Basically a function
of aware the customers about the activities related to their products and services are concern. In
the context of Dublin business school, they are dealing in promotion like press advertising and
platform of television too (Babin and Zikmund, 2015). Whereas trinity relates with promotion by
publicity and electronic marketing.
Physical evidence:
This element of marketing mix involves with tangible identity and quality of experiences
that is offers by the organisation. In the context of business college like Dublin, they are having
with physical evidence of academic staffs, faculties and campus study material with logo itself
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same will be applicable on college like Trinity they relate with evidence of college logo and staff
dress code with college branding on it.
People:
It relates with organisation people who are currently working and engaging in
organisation activities (Gillespie, 2015). Dublin business school represent people through
providing face to face tuition, personal contact with their students in relation to any queries and
open days whereas people in trinity relates with their management, and having with tuitions also.
Process:
College organisation works on the principle of providing with courses and programmes
assistance to their students through counselling and responsible for their staying and facility
related to hostels. In context of Dublin business school, they are working on providing with
prospectus to their student, then counselling of each potential students through giving them
directions related to college rules and culture. Whereas Trinity college provides programmes
assistance on appropriate online exams and on the basis of their process they deal in particular
students.
TASK 3
Comparison between how Dublin Business School & Trinity using marketing mix strategy for
achieving their objectives
Marketing mix: Theses are defining as elements of marketing which are used in order to
attain long term goals or vision of business organization. On the basis of applying and implement
different tools of marketing mix, manager of business corporation able to determine how
effectively management department able to fulfil demand of customer.
 Product: It includes those goods or service which organization offer to their relevant
business customer. Organization able to attain competitive business advantage on the
basis of providing or offering best quality of product or service in market (Brychkov and
Domegan, 2017).
Dublin Business School it is used to offer
attractive education service, here they
provide, IT, management, research, subject
field studies and course are available for
On the other side, Trinity school
also offer research, IT and
management course and services as
well as they also open sports clubs
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graduate and post graduate students. related activities for attract student.
 Place: In marketing mix place is define as the destination through which organization
provide or offer their service or product or distribute them to customers.
Dublin Business School is run their school
at different part of Europe it is basically
established at Ireland.
On the other side, Trinity college is
comparatively cover small area their
service is limited within Ireland, where
Campos of this institution has been
established (Stephens, 2016).
 Price: This is considering as essential element of marketing mix. As on the basis of
deciding pricing strategy organization able to gain profit and attain success in competitive
market.
Dublin Business School use price
penetration policy in order to attract target
market students.
In case of Trinity to attract students they
use discount price strategy.
 Promotion: Theses includes elements or strategies which organization use in order to
attract their target market customer.
Management department of Dublin
Business School apply digital marketing
platform for promotion of their college
they also use celebrity advertisement
strategy and through print media they
promote their college.
On the other side Trinity use to use social
media as well as through mails, newspaper
advertisement and organizing event
promote their college campus in different
place of Ireland.
 Physical evidence: Tangible assets used in attractively decorate organization design.
Management department of Dublin
Business School use attractive physical
evidence they use different them of
wallpaper
In case of Trinity management department
of this institution use posters, and attractive
tools as physical evidence.
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 People: It includes those human resource which are contact with customer for providing
knowledge them regarding product.
Dublin Business School hire experience
lecture or hum resource for the purpose of
providing education services they also hire
personal for promotion who has great
knowledge in marketing field.
On the other side Trinity use to provide
training to their students and use internal
personal for the purpose of promotion of
their institution (Nevid, 2021).
 Process: System or procedure used by organization for expend marketing function.
Management department of Dublin
Business School, proved hostel facilities for
their student.
On their other side Trinity conduct online
exam for their student.
Application & success of marketing strategy
The diversification strategy is beneficial for Dublin Business School because it assists in
accessing to competitive benefit easily. Moreover, with consideration of successful marketing
strategy, problems are reduced at wider scale. So, different types of successful marketing
strategies are discussed as below-
Social media- It is one of most successful marketing strategy which is used by Dublin
Business School as it with use of social media it is easy to access and review the students point
of view easily regarding college performance and college is also able to access the students mind
and discussions about their opinions in appropriate way (Hair Jr, Page and Brunsveld, 2019).
KPI- It is another strategy which is used as it refers to key performance indicator which
reflects the measurement of performance of business. It is critically crucial to use these KPI as it
assist in accessing to profit and sales in appropriate manner. In context of chosen college. They
can use KPI which help them to access to benefits easily. There are different KPI that can be
used and with proper considerations.
Campaigns- In this tactic, campaigns are being established act as a way of promoting a
particular brand of a product in market. So, colleges mostly execute their campaigns in well
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organised way in events or education seminars. Moreover, these campaigns are beneficial for
development of brand awareness at wider scale.
Email marketing- It is also another way and tactic which is used at wider scale. In this.
It focuses on sending of emails and promoting their brand goodwill at higher scale. It is cheapest
way of promoting a brand or a goodwill of firm. With use of this strategy, it is easy to access
individual and make them aware about offers as well as services provided by colleges. D
Therefore, from above discussed strategies it is examined that it is crucial to use and
adopt marketing strategies so that appropriate benefits are gained. Also, it is analysed that correct
decision making and proper analysis is required to get stable in market (Sharma, Ahuja and
Alavi, 2018).
Marketing Plan
Marketing plan is a layout of the overall approach of marketing that will be adopted by
the company to advertise and promote their actions. A marketing plan is made after conducting a
research and through analysing the demand of the market. This is a layout of a plan which states
all activities that will be performed and this is created with strategic planning through which
actions of plan can be effectively performed and accomplish goals and targets.
Objective
Dublin Business School will establish their objectives which will help the organization in
the achievement of organisational goal effectively and efficiently. These objectives are specific,
measurable, achievable, reliable and time bound which are planned to achieve by the
organization (Cornwell, 2020).
Audit
The marketing plan will be an accumulation of data driven choices where information
and data from other financial operations will establish an outline for marketing activities. For
example, the sources of fund acquisition and using that fund in marketing operations and still
having enough cash flow for other operational activities of the organization.
SWOT Analysis
SWOT Analysis is an approach through which the internal (strengths and weakness) and
external (opportunities and threats) environment of the organization is analysed. The factors
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which can affect the industry are observed and necessary actions are taken regarding that to
achieve the competitive advantage.
Strengths
 Good brand image: Dublin Business School have created a good brand image in the
market which makes them unique from others, they focus on maintaining their goodwill
through providing reliable course offers, by interacting with their existing students and
new customers.
 Self-motivated employee's: Dublin Business School focuses on encouraging staff
members and students and keep them motivated through which they can perform their
best in the achievement of the organizational goals (Hutchison, 2016). Dublin Business
School will encourage their students for their performance in college through which they
can motivate them in performing better and this will also retain maximum students within
college.
Weaknesses
 Lack of research: The company is inefficient in conducting the research, which creates a
barrier in understanding the demand of the market. Due to lack of research, it will
increase student’s turnover and will hinder image of college. Dublin Business School
must take regular feedbacks from their existing students through which they can analyse
requirements and meet their needs which will help college in retaining students.
 Untrained employee's: The employees are not skilled and trained which creates a barrier
and result in unproductive employee's. Due to the changing environment and rapidly
changing technology, Dublin Business School must provide training sessions to their
employees to enhance their performance (Christofi and et.al, 2018).
 Unable to analyse risks: Dublin Business School was unable to analyse the risks that can
arise and affect the business which will result in unproductive organization.
Opportunities
 Promotion and advertisement: Dublin Business School can provide exciting offers and
plans to promote their brand through media platforms, newspapers and pamphlets which
can help them, in attracting numerous customers. Through using social media platforms,
it will help Dublin Business School in retaining their students and attracting more
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students as through media platforms they can provide information which states all data
regarding courses and offers.
 Increase in market share: By expanding and investing to various locations, Dublin
Business School can increase their market share. Through strategically analysing market
and changing requirements of existing students by taking regular feedbacks will help
Dublin Business School to attract more students and retain maximum number of students
within the college. It will also help Dublin Business School to build and maintain their
image in market place.
Threats
 Competitive rivalry: Due to rapidly changing environment, there are several other
colleges and universities which are also offering various offline and online courses that
can enhance skills and knowledge which creates high competition for the college. As the
other colleges are also providing attractive offers and courses (Brychkov and Domegan,
2017).
STP
This is a tool of marketing through which the organization can segment the customers,
target the segmented customers and position the adjustments that are made on the basis of
customer demand.
Segmentation
Through segmentation, the company can divide the customers into different categories
such as demographic, geographic, physiographic, values and behavioural factors. With the help
of segmenting market, Dublin Business School can divide the market based on their needs and
requirements through which they can meet satisfaction of their existing and new students and
customers (Slack, 2018).
Targeting
Through targeting, the company can analyse the segmented market and identify the
opportunities through which the company can accomplish competitive advantage. Dublin
Business School analysed the market by research and through understanding the needs of the
consumers, it will help college in meeting their requirements and help in retaining maximum
number of existing students within college.
Positioning
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It is the last step of STP marketing tool. Dublin Business School can position their
courses and programmes to their targeted audience which will be effective for the college as well
as for the customers.
MARKETING MIX
Marketing mix is a strategy or marketing tool which is used by organisations to identify
changing market trends, accomplish marketing goals through targeting the segmented market.
Marketing mix strategy is a customer centric approach through which business focus on
customers and their requirements that will provide maximum customer satisfaction. The four
elements which are identified using marketing mix strategy are price, place, product and
promotion. By using marketing mix strategy, it can help business in identifying all macro factors
which can create an impact on business operations (Zook and Smith, 2016). The four elements
which are analysed using this approach are stated below:
Price: Dublin business School use cost control strategy through which they can offer best
affordable courses which are more likeable by existing students and will help college in
attracting more students. This pricing strategy will help business in enhancing their sale, earn
more profit and maintain goodwill in market. By providing courses at affordable prices, it will
help college in retaining maximum students and staff members.
Place: Through analysing the changing market and through identifying requirements of
all students will help Dublin Business School in providing valuable and accessible services to all
students and other customers through which they can enhance organisational profitability.
Through choosing an accessible location, it will help Dublin Business School in attracting more
potential customers and in retaining existing students within college.
Product: Dublin Business School will focus on providing new attractive plans through
which they can attract and retain maximum number of students. The college will focus on
introducing new courses which will help students to enhance their knowledge, skills and
competencies this will help college in retaining maximum students within college and will also
help in attracting more number of students (Caliskan, 2019).
Promotion: Through creating effective marketing strategies, it will help Dublin Business
School to promote their college and courses which are provided by college through using various
mediums such as newspapers, hoardings and other media platforms.
Monitoring and Controlling
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This is the last stage which is followed by Dublin Business School in which college
monitors all tasks and activities which are performed to accomplish objectives. Through
effectively monitoring and controlling all activities, it will help college in taking corrective
actions which are required to retain maximum number of students and maintain goodwill in
marketplace. This stage will help college in analysing all operations through which they can
monitor all stages and take corrective measures which are required to perform function
effectively.
Recommendation on use of marketing mix
It is recommended that marketing mix is an effective approach which is needed to be
used with proper consideration. Also, it has been examined that it is critically crucial to examine
marketing approaches to achieve goals within time period. So, few recommendations are given
as follows-
 It is recommended that marketing mix is being applied in effective manner so that goals
are accomplished and benefits are achieved in market.
 Another recommendation is that Dublin Business School can effectively apply this
approach by accessing to social media in easy way (Walliman, 2015).
So, from above stated matter it is analysed that marketing mix is important concept which
is to be used in appropriate way to access organisational objectives. Thus, proper market analysis
is being carried in order to attain goals and objectives.
CONCLUSION
Marketing strategies are important which are to be considered in proper manner so that
business goals and objectives are achieved at appropriate level. It is essential in corporate world,
to use strategies so that competitive benefits are achieved at all scale. For example- in context of
Dublin Business School they use differentiation strategy which is helpful for development of
college and it is easy to achieve growth. This is analysed that supervisors of university are well
aware of market situations and on the basis of which they are able to achieve their set objectives
in correct way.
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