Marketing Plan and Analysis: Brooklands College Report (Semester 1)

This report provides a comprehensive analysis of the marketing function, specifically focusing on Brooklands College. It begins by defining marketing and its role in attracting students, covering marketing concepts like production, product, selling, and societal marketing. The report then explores the roles and responsibilities of marketing, emphasizing market investigation, service provision, and the development of marketing strategies, including the educational marketing mix. Furthermore, it examines the relationship between the marketing department and other organizational units such as development, administration, and management. The report then compares how different organizations implement the marketing mix (7Ps), including product, price, place, promotion, process, people, and physical evidence, to achieve their business objectives. Finally, the report concludes with the formulation and evaluation of a basic marketing plan for Brooklands College, providing a practical application of the marketing concepts discussed throughout the report, including the importance of adapting to current and future trends in education such as diversity and technological advancements. The report highlights the impact of external environment factors on marketing activities, concluding with a detailed discussion of the marketing mix and a marketing plan to achieve business goals.

Essentials

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Role and responsibilities of marketing function...............................................................3
P2 Roles and responsibilities of marketing related with wider organisation context.............6
TASK 2............................................................................................................................................7
P3 Compare the ways in which different organisation implement marketing mix to accomplish
business objectives.................................................................................................................7
TASK 3..........................................................................................................................................13
P3 Formulation and evaluation of a basic marketing plan...................................................13
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
The term marketing is defined as the results that are used to study the short term and long
term needs of customers or buyers for improving or enhancing sale of organisation product or
service. This is also defined as the steady flow for product and services to retain in market for a
longer period by offering and delivering products according to customer needs and market trend.
In simple terms, marketing is defined as the science of exploring, delivering and creating value
for satisfying needs and wants of target market for improving profits of organisation. This report
is written from the perspective of Brooklands college that provide professional degree courses to
students including catering & hospitality, child studies, education and many more (Ahmed
Sheikh, Shahzad and Ku Ishak, 2016). Further, this report highlights on the role of marketing and
their relationship with other functional units of the organisation including marketing concept.
Comparison of different elements including marketing mix based on 7P will also be included to
accomplish the all business objectives and goals. In the last, marketing plan is developed in the
upcoming report to complete task according to marketing plan.
TASK 1
P1 Role and responsibilities of marketing function
The term marketing refers to the set of activities that relates with organisation as it is used
for completion of different factors including buying, selling, distributing and selling the product
or services to customers. In simple terms marketing is defined as a process of getting right
products, ideas and services from the individual at right place and time in order to use effective
promotion techniques. In the present scenario, there are various functions performed by colleges
among which admission of students is most important. But due to high competition it is complex
for students to attract students for completing education from Brooklands college because it is
small in size. So top authorities of the respective college is focus to use the marketing technique
because it help to attract more number of students for completing their graduation courses or
degree from Brooklands education system (Baaken, Davey. and Rossano, 2016).

Marketing concept- The term marketing concept refer to the process of identifying,
individual needs and wants for producing effective products and services that satisfy individual
need and aids organisation to earn more profit. Some types of marketing concept are discussed as
below:
 Production concept- This is one of the most operation oriented concept as compare to
other marketing concept which is based on list. The production concept was the era of
clear capitalism in the mid-1950. So this speaks about prefer business concern that
primarily relates with production. It results that organisation sell service or product in
bulk to manage cost of production.
 Product concept- The product concept is not attracted towards production and business
output but it focus on need and wants of customers (Boateng, 2020). In simple terms
product concept manufacture product that are designed according customer
requirements.
 Selling concept- Marketing efforts according to selling concept is believe that are
purchased by buyers through offering products as per business requirements. The
selling concept is based on aggressive promoting techniques to sale products in an easy
manner.
 Marketing concept- The term marketing concept relates with aspects of competition
that exist in market. According to the concept of marketing an organisation believe
success of a company based on the efforts of business which are input by management
in the market.
 Societal marketing concept- This is one of the most progressive and current trend of
concept that follow modern mind-set of business. According to societal marketing
concept, company believe by giving back to society through providing better products
to buyers.
From the perspective of education sector and Brookslands college it is identified by management
that marketing concept is appropriate for attracting more number of students to undertake
education from their college. Low cost and coverage of high market are the reason to select
marketing concept for promoting company business.
Current and future trends of education

Diversity in higher education- University and colleges perform their work according to
decided task that is used to promote learners, preparation and achievement of workforce
competitiveness (Brkanlić and et. al., 2020). With the end, institution strive towards foster of
educational excellence in order to overcome from gap that provide a short limit for perform work
in geographical area. Example- International students gain education from reputed college to
manage task or job at global level.
Technological trend- Technology plays an important role in the higher learning sector
because it helps students to work and gain access of quality education. Moreover, with use of
technology students obtain life-time opportunity for managing work and encourage individuals to
complete task with high potential.
Impact and influence of external environment factor on marketing activity
Different models such as marketing mix are used by manager to control the four Ps of
marketing. SWOT to understand internal environment but beyond this other forces impact on
Brooklands College and it impact on marketing. Political, economic, technological and
competitive are some factors which reduce the performance of business by impacting on business
activity (Carrie and et. al., 2017). In the present scenario, economic and technological are two
major external factors that generate negative impacts on marketing activity of Brooklands
college, because marketing activity because economic of world is down due to pandemic
conditions and cost to adopt technology is high.
Roles and responsibilities of marketing
In simple terms, education and marketing are two functions that are related with each
other and it present scenario, high competition increase the role and responsibilities of
Brooklands college to market their institute in the society. Some of the marketing role are
mention as follow:
 Investigate the market- The first step is to understand and investigate about the types,
requirements and needs of students that they seek in the current education system. Human
activity is oriented with direction which satisfied need and wish of person it refers that
after marketing activity Brooklands college demonstrate their course according to the
requirements of students. So the first role of marketing is to investigate about market in
order to understand marketing concept of business.

 Provide appropriate number of services- In the present scenario, there are various task
performed by business and most of them are focused towards selection of right
individuals that leads to complete all task in decided manner (Chadwick, Chanavat and
Desbordes, 2015). This refers that persons plays an important role and it leads in selection
of education from a large sector. So marketers perform an important role for considering
and offering all type of course in the campus of Brooklands college.
 Concrete marketing strategy for education- Strategy refer to a plan which is used by
organisation for successfully meet with objectives and use of elements related with
marketing strategy. It also enable an organisation to formulate long-term development for
organisation business environment. Brooklands college define existing marketing services
according to existing requirements of person (Constantinides, 2014). So it is the
responsibility of Brooklands college marketers for expanding market according to the
decided business sector by formulation of effective strategy.
 Educational marketing mix- One of the reputed educational specialist MJ Baker
appreciate and define that the marketing mix is an oldest and most effective marketing
concept. Moreover, concept of marketing mix occupy central place that is concerned with
organisation. It also leads person to meet with successful objectives by generating and
creating marketing mix as a tool that guide person to open gate of success because it
helps to analyse all aspects of education. Better knowledge and understanding is the tool
that leads to work with education aspect.
P2 Roles and responsibilities of marketing related with wider organisation context
Marketing function is define and explain the organisation operations that is used to identify
and use of sources that are potential for successful business products. Marketing department
relates with all functions of education sector and other industry. Some of them are mention as
follow:
 Marketing department and development process- In the present scenario, innovation
and development is required in all field because it aids to attract more number of
individuals in the education field. As compare to the previous aspects this is identified
that marketing department provide the base which is initial and end point of completing
research that is used to attract more individuals of all departments (Crutchfield, 2017).

Moreover, both department aids Brooklands college to improve their profits by attracting
more number of students to take admission in offered courses.
 Marketing and administration department- The marketing function is an important
part of the business organisation which leads management to complete their work by
interacting with other departments of the business. Administration department in the
education sector manage and control all most each function of organisation. So they are
responsible in completion of task with more efficiency through deal with marketing
needs by offering needs to person.
 Marketing department and management authorities of college- Education based
marketing is one of the complex task that is used by the customers for offering advice
and knowledge without expectation of return in return. Management authorities are
responsible for managing all functions such as exam centre, college function and many
more (Edwards, 2015). So marketing department provides market related information to
authorities in order to offer education with value that match with existing requirement of
students.
TASK 2
P3 Compare the ways in which different organisation implement marketing mix to accomplish
business objectives
The term marketing mix is explained as a set of action, tactics, techniques and methods that
are utilised by an organisation for promoting the product, services and brands in the market. 4Ps
of marketing are typical and it undertake product, price, place and promotion. Moreover, in the
present scenario, there are seven different Ps of marketing exists. Thus, Four P’s of marketing
mix are extended with seven aspects which include process, people and physical evidence. All
aspects of marketing mix play an important role that enhances work performance of organisation
by managing Brooklands services into the market. Seven P’s of marketing mix are mention as
follow:
Product - The Product must suit the undertaking consumers want it for, it should work and it
must be what are the needs of customer. So product or services match according to the buyer
requirements. Brooklands college perform their work in service sector so this is important for
management to add more value in their services such as organised system to buy services for

fulfilling customer needs on time (Gilbert, 2015). Further, product and service are two different
perspective which define that products are in tangible form and they are touch by individuals.
Like, paper, pen, table and chair are some type of products in education sector. While College
such as Brooklands provide service and it include course and guidance from teacher etc. which
exists in intangible form. Further, brands also play an important role for organisation because it
helps to complete all task in an appropriate manner by standing products different from others.
All products categories has a specific life span that is known as product life-cycle. In simple
terms product life-style is stated with specific brand. Like, Brooklands college perform their
work and role in the education service sector so it is important perspective for business because
education is constant and sustain so almost life-style of college is at development stage.
Place – The product need to be available in the areas where target purchaser unearths so it is
easy for buyer to purchase products from market (Gupta, 2016). This may be High Street, Mail
Order or the extra present day choice via e-trade or a web shop but the place must be convenient
for individuals so it is easy for buyers to purchase and consume product. Along with this place
plays an important role for the Brooklands college because this leads to complete all work with
decided areas. Direct channel management plays an important role that leads to identify roles
which is used to manage business in an effective manner. On the other side, digital aspects also
plays an important role because most of the students are active on social media so it is a right
place seek attention of students in order to motivate them for buying college services.
Price – The Product should always be seen as representing desirable price for money. This
does no longer always imply it ought to be the cheapest available; one of the principal tenets of
the advertising and marketing concept is that customers are usually glad to pay a bit extra for
product or service that works sincerely nicely for them. Therefore, value and price are two
crucial factors to decide price strategy for services. From the perspective of Brooklands College,
management is more focused to generate value in their services and education system because
this helps to charge better price from buyer or student. Along with this management is focused to
use the premium price strategy for business because this helps to increase in the amount of
profits for business (Hamidi and Chavoshi, 2018).
Promotion – Advertising, Sales Promotion, digital marketing, Personal Selling and, in extra
recent instances, Social Media are some of the key communication that gear for an business
enterprise. These gear need to be used to put throughout the enterprise’s message to the suitable

audiences in the manner they might most like to listen, whether or not it be informative or
appealing to the emotion and feelings. In the present scenario, there are different task performed
by organisation and most of them are obtained through promotion of services. On the other side,
promotion leads the Brooklands college to fascinate students from all region whether
international or local. Social media marketing promotion is one of the most effective technique
for appealing a broad range of person.
People– All organizations are dependent on the individuals who run them from bleeding
edge Sales staff to the Managing Director. Having the ideal individuals is basic since they are as
much a portion of your business offering as the items/administrations you are advertising. From
the perspective of Brooklands college people refer to the teaching facility and also non-teaching
community which directly and indirectly engage in education system of college. Retention and
satisfaction of students totally depend on the method that is used by teachers for providing the
knowledge to student. It results better services are provided to individuals that leads to increase
in knowledge of person (James and Casidy, 2018). Along with this professional individuals are
engage by management to increase in value of education services.
 Support personnel- People of Brooklands college perform an important role that leads in
completion of action according to need of customer.
 Improvement in skill- Person performs an important role to enhance the skills and
knowledge of students by completing all tasks with more efficiency. In context of this
skills are improved by person through defining system.
Process– The conveyance of your administration is typically finished with the client present
so how the administration is conveyed is by and by part of what the purchaser is paying for.
Brooklands college manage and perform work with transformation and transparent process
through completion of task in effective manner. By this management also plays and define the
task that directly improves in the results of process. Example- With flexible process it is easy for
the management to complete their work in efficient manner. This also leads management in
completion of task by generating effective process for business in order to manage all task
properly such as to perform work in minimum time period.
Physical Evidence– Almost all administrations incorporate some actual components
regardless of whether the greater part of what the purchaser is paying for is theoretical. For
instance a boutique would furnish their customer with a finished haircut and an insurance agency

would give their clients some type of written word. Regardless of whether the material isn't
genuinely imprinted they are as yet accepting an "actual item" by this definition (Juříková, 2017).
Along with this physical evidence also leads management in completion of task by managing
work. From the perspective of Brooklands college perform an important role because it lead
management to define and manage task which enhance performance in the form of physical
product. Degree are one of the most important aspect that is leading students for completion of
task with more efficiency.
Comparison between marketing-mix of two different college
Brooklands college and Bromley college are compared on the basis of marketing mix that
is used to understand the functions and operations of business. All the P’s of respective model are
mention as follow:
Basis Brooklands College Bromply College
Product In case of services, product
specifically in education sector
is intangible, perishable and
heterogeneous. Along with
this offering of services is also
inseparable (Kaur, 2019). In
context of Brooklands college
the system of business relates
with offering services that is
used to encounter better
delivery of products.
From the perspective of
Bromply college management
is more focused towards the
implement of education
system which is leading
person to manage and control
customised products for
organisation. It also results
management generate service
offering for business.
Price The price of services is more
complex to decide as compare
to select price of products. It is
because there are different
task managed and most of
them are formulated without
raw-material. This also results
person generate better facility
In the context of Bromply
college management play an
important role to decide the
services which is leading
persons for completion of task
according to decide place. In
context of business, there are
different task managed which

for add value in services in
order to charge premium
prices from the customers.
leads to charge calculated
price for covering operational
cost (Konina, 2016). Price
skimming strategy is
implemented by Bromply
college to undertake more
numbers admission of
students.
Place Since the service delivery of
products is based on the
production system that is not
store neither transported. So
service providers perform an
important role by provide
thought to persons for buy
services from convenient place
(Lieb, 2017). Brooklands
college place the infrastructure
or campus at near-by approach
of public transport.
Bromply college offer
specialised services and course
to individuals. There are
different task performed by
management and it leads in
completion of work with more
efficiency as the aim of
obtaining top position in
education. Thus, place leads
management to define areas
which is more effective for
business.
Promotion Since an assistance offering
can be handily recreated
advancement gets significant
in separating a help offering in
the psyche of the shopper. In
this way, specialist co-ops
offering indistinguishable
administrations, for example,
school, colleges and institutes
put vigorously in publicizing
their administrations. This is
Publicizing, PR, Sales
Promotion, Personal Selling
and, in later occasions, Social
Media are on the whole key
specialized devices for an
association. These devices
ought to be utilized to put over
the association's message to
the right crowds in the way
they might most want to hear,
regardless of whether it be

pivotal in drawing in clients in
a section where the
administrations suppliers have
almost indistinguishable
contributions for promotion of
Brooklands college through
word of mouth, advertisement,
web etc.
enlightening or engaging the
students feelings (Lowrie,
2017). So social media and
digital techniques are one of
the most important method
that is used to promote
operations of business.
People The term people are the
defined factor that plays
essential role for the
Brooklands college to promote
their business at a large level.
Professional and high skilled
persons are approached by
management of Brooklands
college to promote
organisation services. This
also leads the Brooklands to
complete all task in an
organised manner (Manthiou
and et. al., 2014).
From the perspective of
Bromply college it is
identified by management that
enhance in business
perspective leads to manage
and complete task according
to decided role. Like,
management introduce
persons who are experienced
and work according to decided
policy of college. This aids
person for completion of task
in an accurate manner.
Process The process related with
service delivery is explained
as an important aspect because
this leads individuals to
analyse and compare their
services with other aspects
that exist in market. In simple
term process leads
Most of the education
organisation perform their
work with motive of
completing task in an
organised manner. This define
there are different task
performed by management
which leads to assist person as