Marketing Essentials Report: Roles, Responsibilities and Interrelation

This report provides a comprehensive analysis of marketing essentials, focusing on the key roles and responsibilities within a marketing function, using British Airways as a case study. The report explores the various functions of marketing, including market research, promotional activities, and market expansion, highlighting their significance in a competitive environment. It delves into how marketing roles and responsibilities relate to the wider organizational context, examining the interrelationships between the marketing department and other functional units like Human Resources, Customer Service, IT, and Finance. Furthermore, the report analyzes the marketing environment, assessing the impact of marketing strategies on brand equity and the significance of interdepartmental collaboration. The report also covers the marketing strategies of British Airways, including the use of digital marketing, content marketing, and social marketing. The report also touches upon the importance of anticipating customer needs and ensuring customer satisfaction. The report uses the Harvard referencing system.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
P.1. Explain the key roles as well as responsibility of various marketing function?..................3
P2. Describe the manner the roles & responsibility of marketing relates to the organisational
context widely?...........................................................................................................................5
M.1. Roles and responsibility of marketing in the context of marketing environment is to be
analyse?.......................................................................................................................................7
M.2. Significance of interrelationship between marketing and other functional department of
the company is to be an analyse?................................................................................................7
D.1. The Key elements of marketing related function and how they interrelate with other
functional departments of the company can be analyse as well as evaluate?.............................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the activity in which customers and audience who are interested to purchase
their goods & services. Marketing include activities of promoting, researching, selling &
distributing various items or services. In this various tools are used by the organisation to create
awareness through promoting their products. The company that was choose in this assignment is
British airways. It is the flag carrier airline in UK. It has its headquarters in Harmondsworth,
London. The CEO of the company is Alex Cruz. BA city flyer, AVIOS Group are some of their
subsidiaries. The topics that were cover in this report are explanation of key roles and
responsibility of the marketing function, Explain the manner hoe roles & responsibility of
marketing relates to the wider organisational context. Analysis of roles or responsibility of
marketing in the context of marketing environment, Analysis the significance of interrelationship
between marketing & functional units of the company. Critically analysis and evaluation of the
key elements of various functions of marketing and the manner they interrelate with functional
departments of company are also explain in this project (Adie, 2019)
TASK
P.1. Explain the key roles as well as responsibility of various marketing function?
Marketing is an activity in which product and services of the company is to be promoted
by using various different promotional campaigns in this way awareness is created regarding
brand services/ products. It mainly focus on purchasing as well as selling of items to satisfy the
requirements of the end user. The key roles & functions includes the transporting the items
where it requires, storing the inventory, collecting information of market to fulfill the desire of
customers. The trend of marketing is change as per the change that prevails in the environment.
The British airlines marketing department need to take into consideration the current as well as
future trend of market at the time of devising various marketing opportunities(Baker, 2016)
The current trend that was use by British airlines to promote their brand and to create
awareness are Marketing through internet, content marketing, new modes of marketing media.
Trend for future in marketing help the company to encompass in its marketing strategy to
caters the requirement of forward marketing. For that purpose British airlines use social
marketing, relationship marketing, ethical marketing,etc.

In the wider way, the functions of marketing includes identification of needs of the
audience, anticipating customers demands and how the profit and revenue is to be maximise is
also identify(De Bock, 2016)
.
The roles of marketing in British airlines can be seen in providing the strategy which is
related to situational analysis. With the help of this goals of corporate can easily be refine for the
customers as well as for the organisation. The concern provide corporate level objectives that
covers profitability, growth and cost saving in the market share. The company's target are used
for translating the aims and measuring the objectives of marketing. Thus British airlines use
Marketing objectives to make introduction of new services in the respective industry. Its
marketing function is actively engaged in developing the overall market share by identifying the
target areas .
Keys roles of marketing functions are describe in detail in below mentioned points as
these are as follows
 market research: Perform research by using various smart tools of marketing so
that they analyse the needs of the market. Research leads to growth and
development.
 conduct promotional activities: Advertising through social media, radio,
television, new papers, magazines etc. smart marketers can easily promote their
services & brands.
 Widen market: The important role to marketing functions is capture large
audience and set the large market base so that it can easily survive in the
competitive market.
 To face challenges & competition: It is basic role that every marketers or
management is to be perform
 Tends to ensure growth, survival & reputations of the company: The main role of
marketing is to ensure business growth and good brand image by adopting various
strategies for business expansion purpose.
Key responsibilities are describe as under:

 Better offering of services: The British airlines try to provide new advanced
services to their customers so that they satisfy with their facilities. As it is their
responsibility.
 Demand management: It is also the crucial responsibility because in this the
demands of customers is easily fulfil and control to achieve the objectives of the
company in efficient manner.
 To satisfy the desires of the customers: It is the major and prime role to satisfy the
wants of their respective audience. Marketing helps find out the services/goods
that can satisfy the requirements of the customers and can offer value for goodwill
and money.
 Marketing functions is responsible to find out new creative and innovative
methods for selling its goods as well services to the clients. This include offering
the customers with the value added packages that not only provide the audience
the value for money but also raise the whole sales, revenue & profit of the
company (DiMarco, 2017).
 Identifying the desires of customers: It is the responsibility of the marketing
function to find out the needs of the end users. It is mainly give attention to
identifying the attitudes, wants, habbits, needs of the people. To identify the
actual demands of customers in the market place it is necessary to identify and
deep analyse the data.
 Anticipating requirement of customers: Anticipating requirement of audience can
give the company with first mover advantage & can support the concern to meet
the requirement of the people.
P2. Describe the manner the roles & responsibility of marketing relates to the organisational
context widely?
For both B2 B & B2C businesses the function s of marketing remains similar. For both
these business the marketing function covers public relation, advertising, direct marketing,
internet marketing, events, mouth publicity. Below is the structure of marketing unit of British
airlines as these are describe as follows:
British airlines make attention to remain in coordination with other with other functions
of the company. To ensure to come up with smart marketing strategies. This supports the

company to achieve their targets in regards to B2C and B2B activities of business. The
interrelationship between different functions of marketing to contribute to develop an effective
marketing strategy that tends to address the huge requirement of customers (Dodson, 2016) .
Interrelationship between different units in British Airlines are describe as follows:
Marketing and Human resource: The major function that must perform by HR
department is to work regarding social security to their workforce and for the purpose of welfare.
Another important function is to recruit and select the suitable candidate for the right profile in
the given budget. The marketing unit of British Airlines is interlinked with the Human Resource
Department to ensure that vacancies are filled up on time and the appropriate person has been
selected to join the smart team of marketing. On the other hand marketing department
coordinate with Human resource department so that the person has been provided with the
excellent training opportunity that supports the candidate to take initiative steps to handle the
challenges easily. The HR of British Airlines provide feedback to marketing unit for
performance evaluation and to check whether the objectives have been achieved or not. Human
resources department helps the department of marketing to give satisfaction that employees of
marketing department are work according to the requirement or in satisfactory condition. So that
goals of both company as well as individuals are fulfil
Marketing and customer service: As both of these are the important function of the
organisation. To satisfy customers both functions work simultaneously to assess that whether the
audience are satisfied with their services or not. The British airlines customer service unit make
available the feedbacks of audience to marketing unit so that it is beneficial to develop and
introduce new product. To build and develop positive relation with their people, both the units
work simultaneously in British Airlines.
Marketing and IT: Both the Marketing & IT department work together to ensure
achievement of marketing as well as companies goals and objectives in the best possible way. If
IT department works according to collaboration with unit of marketing it tends to sure that all the
functions of marketing unit are equipped with technological advances and all the activity is
perform as according to need to market (Goldberg, 2018).
marketing and finance:Strategies of marketing and important plans should be include in
specific budget. This involves taking into consideration the profit and cost margin, product and
product line etc. The finance function makes available the marketing department the specific

appropriate budget in the organisation British airlines. In this marketing campaign can be
conduct by marketing unit with the defined cost. The finance department is also responsible to
give cost related important information. Thus the marketing department of British airlines is need
to be in contract with unit of finance in order to analyse the present financial position of the
business so that activities can be perform according for the purpose of marketing (Gomes,
2019).
IT Department and Finance Department: The IT sector needs large fund to installation
new technologies. The finance department is responsible to prepare budget for IT department
which can help in purchasing or developing the software used by the company. British Airlines
take Regular update of software . By making coordination with finance department IT
department can easily achieve the objective through capturing the necessary objectives
(Gunelius, 2018).
M.1. Roles and responsibility of marketing in the context of marketing environment is to be
analyse?
Different roles perform by marketing department are describe as follows:
Developing strategies of marketing: The British airlines marketing department perform
various roles in marketing unit in this it develops smart strategies & policies to conduct the
marketing strategies in the high competition marketing environment. Therefore it carry out
various marketing as well as promotional activities in efficient and effective manner as it help to
gain favourable results by these developed strategies.
Brand equity: British airlines marketing unit is also liable to build or develop brand
equity and image of organisation in the market. This is perform through influencing interest and
purchasing nature of audience through various different tools of promotion like social media,
advertisement in television, radio etc. It makes good impact on the image of the brand and
increase the value of organisation that results attraction of large audience towards the company
(Seymour, 2020).
M.2. Significance of interrelationship between marketing and other functional department of the
company is to be an analyse?
Marketing functions work closely with other functional department of the company. As
units of marketing linked with finance unit. Functions of marketing usually need economic
resources to perform the research, planning, implementation of various plans of marketing and

marketing strategies to design successful marketing related plan. It requires deep cooperation as
well as coordination to finance and various other units of the company that tends to ensure all the
the units of British airlines are work on the common objectives to satisfy the goals and targets of
the company. The marketing department need accurate description of product so that marketing
strategies can be devise to achieve large target market. To appoint the right talented candidate the
marketing department deals with human Resource department so that they can help the
organisation to develop effective & efficient marketing plan. It also make contribution to analyse
whether the objectives of marketing and respective plan are complying as per the objectives of
the company (Sheridan, 2019).
D.1. The Key elements of marketing related function and how they interrelate with other
functional departments of the company can be analyse as well as evaluate?
In British airlines, the dependency of various marketing decisions covers involvement of
various other functions of business that comes up with informed & prudent decisions of
business. The effective & efficient working of different marketing decisions needs to involve
another functions in the in implementation of models of marketing . It also include controlling,
planning and implementation of various smart strategies of marketing. The interrelationship of
joint working and department that contribute to achieve the objectives of the company in
efficient and effective manner (Solomon, 2016). The interlinked with functional unit enables the
functions of marketing to devise the different strategies to engage stakeholders to achieve the
goals of the business. The interrelationship help the concern to made attention on coping with the
change. To attain maximum marketing mix British airlines contribute to apply geographical basis
approach , business department approach, that gives attention to segmentation and diversification
to attain the optimum marketing mix. It supports British airlines in planning various process at
individual and divisional level of company. It is also conclude that it is acknowledge in certain
situations, it is not necessary that gives advantage every time to the organisation. Whereas if the
activities have unique perspective & conflicting interest. That tends to increase organisation
conflicts irrespective of efficient & effective working in the company.

CONCLUSION
After deep study it is to be conclude that it is necessary for every organisation to develop
marketing plan to run the business effectively. British airlines stands in second position in UK
based carrier, depends on fleet size & passenger carried , behind easy Jet. The marketing plan is
essential as it is beneficial to share the strategies in the market. It also help to achieve the
objectives in the market also. Such type of strategies are use to provide standard marketing to the
respective industry. It seemed beneficial to the organisation because it focus on the methods &
techniques of marketing concepts that help to explain the quality of services that was provided
by company. In this project is also explain the roles of marketing and the way it interrelates with
other functional unit in respect to British airlines. Finally it is conclude that for business growth
and survival various marketing function is necessary to be perform in appropriate and systematic
manner.

REFERENCES
Books and Journals
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targeted, and measurable online campaigns. John Wiley & Sons.
Goldberg, M. E., Fishbein, M. and Middlestadt, S. E. Eds., 2018. Social marketing: Theoretical
and practical perspectives. Psychology Press.
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Publishing Limited.
Gunelius, S., 2018. Ultimate guide to email marketing for business. Entrepreneur Press.
Seymour, A. and Blakey, P., 2020. Digital Sport Marketing: Concepts, Cases and
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Sheridan, M., 2019. They Ask, You Answer: A Revolutionary Approach to Inbound Sales,
Content Marketing, and Today's Digital Consumer, Revised & Updated. John Wiley &
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Solomon, L., 2016. The librarian's nitty-gritty guide to content marketing. American Library
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