Exploring Marketing Roles, Responsibilities & Organisational Context

This management report provides a detailed overview of the marketing department's development and functions, specifically within Your Destination, a UK-based transportation company. It explains the key roles and responsibilities of the marketing function, including creating brand value, promoting products, and conducting market research. The report analyses how these roles relate to the wider organizational context, considering both business-to-business and business-to-customer interactions. Furthermore, it examines the marketing environment using SWOT and PESTLE analyses, highlighting the significance of interrelationships between marketing and other functional units like R&D, finance, and HR. The marketing department's role in understanding market trends, strategic planning, and contributing to the marketing mix is also discussed.

Marketing Essentials
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Contents
Introduction................................................................................................................................2
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation................................................................................................................................4
P1 Explain the key roles and responsibilities of the marketing function...............................4
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................5
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment............................................................................................................................6
M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation..........................................................................................................7
References..................................................................................................................................8
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Introduction
The management report that has been provided below is critically developed in order to give
the reader with brief details on the development and functioning of the marketing department
of the company. The report has been prepared keeping in mind the marketing department of
Your Destination which is an emerging company in the industry of transportation in the
business environment of UK. In order to do so, the author has prepared business reports and
memo such that the reader would be able to get an easy understanding about the various jobs
and responsibilities that are performed by the marketing department and the marketing
manager of a company.
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Part 1
LO1 Explain the role of marketing and how it interrelates with other
functional units of an organisation
P1 Explain the key roles and responsibilities of the marketing function
Marketing has been identified to be an essential element of the working of the business.
Marketing can be defined as the process which is undertaken by the company to convey their
values and products to the general public and compelling them to buy the same. In marketing,
the activities conducted are customer sensitive which makes it important for the company to
undertake this function in such a manner that the values and expectations of the customers are
also respected. It should be noted that the marketing has been developed in the recent years in
a major way and the major developments have been identified in the techniques that have
been used by the marketing managers in order to excel in the industry. The external and the
internal environment of the business also impact the marketing function which would be
analysed later in the report using the tool of SWOT and PESTLE analysis. There are various
functions of the marketing department/ officer which have been stated below as follows:
 Create brand value in the market: It is important for the marketing manager to
reflect a positive image of the brand and the company in the market.
 Promotion of products: This is another essential responsibility of the marketing
function in which it is required by the marketing manager to use tools and techniques
such that products and services can be easily promoted in the market.
 Market research and planning: the marketing department of the company is also
responsible to undertake a critically evaluated research of the market such that the
company may be able to harness potential opportunities (Kotler, 2015).
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P2 Explain how roles and responsibilities of marketing relate to the wider
organisational context.
It has been analysed that beside the promotion of the product there are various other
processes that should be effectively covered by the marketing department of the company.
These have been stated below as follows:
 Market analysis: It is the responsibility of the marketing department to conduct a
brief analysis of the market in order to study and identify the current and future
trends.
 Strategic Planning: The marketing department is also required to strategically plan
its activities such that the contingencies may be addressed and outcomes of the
activities can be calculated.
 Marketing Mix: It has also been analysed that the marketing mix of the company
should be conducted by the marketing department in order to process and identify the
various essential elements of the marketing department (Johnson et. al., 2017).
Business to business context: It has been analysed that the marketing department should
also convey their message and products to the businesses as well. The marketing department
in Your Destination is made responsible to deal with the clients and communicate with them
which increases the scope of functioning of the department.
Business to customer context: It has been identified that the main function of the marketing
department at “Your Destination” is to deal with customers and promote their products and
services in such a manner that the company is able to effectively promote the sales of product
and services (Moorman & Day, 2016).
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M1 Analyse the roles and responsibilities of marketing in the context of the
marketing environment
It should be noticed that in the context of marketing environment, the external and internal
environment of Your Destination is required to be considered which has been presented in
this report using the tools of SWOT and PESTLE analysis:
Macro Environment (PESTLE Analysis):
 Political: In this the legal claws and politics that affect the business are determined.
 Economical: The economic policies of country, deficit, position of currency and
various taxes that affect the operating of company are determined.
 Social: The social elements such as rules and regulations of society and expectations
of customers with company are analysed.
 Technological: In the technological environment it is required by the company to
take care of the technical developments in the industry and implement those which are
possible.
 Environmental: It is also required by the business to work according to the
environment which helps the company to create a positive image in the market.
 Legal: The legal rules and laws in the industry are required to be effectively
considered while planning to penetrate the market (Armstrong et. al., 2015).
Micro Environment (SWOT analysis)
The microenvironment of the business would be analysed taking into consideration the tool
of SWOT analysis which enables the company to identify its internal strengths and
weaknesses and apart from this, it also helps the company to get insights on the available
opportunities of the market and helps to analyse the factors which may pose threats to
sustainability of company in the long run (Armstrong et. al., 2015).
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M2 Analyse the significance of interrelationships between marketing and other
functional units of an organisation.
Image: Marketing linking with other departments
Image source: E2M Solutions, (2018)
It has been identified that the marketing department of Your Destination is in a significant
relationship with other departments of the company. For instance the marketing department
and the research and development department work together in order to identify the latest
trends of the market and develop the product accordingly while on the other hand, the
marketing department also relates their functions with the finance department in such a
manner that it analyses the various financial implications of the company accordingly the
marketing plan is formulated. The HR department is also dependent on the marketing
department of the company for their functions as the marketing department helps in
advertising resource requirements which are then hired by the HR department. The marketing
department also analyses the demand for the product by critically undertaking the research in
market which in later stages is fulfilled by the sales department of the company (Tomczak et.
al., 2018).
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References
 Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an
introduction. Pearson Education.
 Johnson, P.F., Leenders, M.R. and McCue, C., 2017. A comparison of purchasing’s
organizational roles and responsibilities in the public and private sector. Journal of
Public Procurement, 3(1), pp.57-74.
 Kotler, P., 2015. Framework for marketing management. Pearson Education India.
 Moorman, C. and Day, G.S., 2016. Organizing for marketing excellence. Journal of
Marketing, 80(6), pp.6-35.
 Tomczak, T., Reinecke, S. and Kuss, A., 2018. Introduction. In Strategic
Marketing (pp. 1-18). Springer Gabler, Wiesbaden.
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