Small College Marketing: Roles, Responsibilities, and Strategies

This report elucidates the essential roles and responsibilities of the marketing function within a small college, emphasizing its importance in addressing declining student enrollment. It outlines key marketing functions such as buying, selling, storing, and market information management, alongside the responsibilities of a marketing manager in developing strategies, managing budgets, and analyzing the marketing mix. The report also explores the relationship between marketing roles and the broader organizational context, highlighting the significance of marketing concepts like product and selling concepts. Furthermore, it discusses current and future marketing trends relevant to the college and emphasizes the interrelations between the marketing department and other functional units such as HR, finance, and logistics, all working together to achieve the college's objectives. Desklib provides this assignment solution and other resources for students.

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MARKETING ESSENTIALS

Contents
INTRODUCTION................................................................................................................................2
TASK 1..............................................................................................................................................3
LO1...................................................................................................................................................3
P1 EXPLAIN THE KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION IN THE
SMALL COLLEGE...........................................................................................................................3
P2 RELATION OF ROLES AND RESPONSIBILITIES OF THE MARKETING WITH THE WIDER
ORGANIZATIONAL CONTEXT, IN REFERENCE TO THE SMALL COLLEGE......................................5
DEVELOPMENT OF MARKETING CONCEPTS............................................................................5
CURRENT AND FUTURE TRENDS OF MARKETING...................................................................5
INTERRELATIONS OF MARKETING FUNCTIONS WITH OTHER FUNCTIONAL UNITS OF THE
SMALL COLLEGE.......................................................................................................................6
CONCLUSION...................................................................................................................................7
REFERENCES.....................................................................................................................................8
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INTRODUCTION
There are several different departments present within an organization that serves the
company with their respective roles and responsibilities. Out of those different departments,
the department of Marketing is one of the most important ones. In this world of modern
business organizations, marketing is a highly crucial tool as it involves an assortment of
different aspects such as demands of consumers, development of profitable relations,
understanding of the existing market situation, etc. The following report depicts the diverse
aspects of marketing along with the roles and responsibilities of marketing function with
respect to the small college. From the scenario of small college it can be analyzed that the
current situation of the workstation is not well and requires good marketing actions to be taken
from the college’s marketing department, so as to rebuild market position of the small college
within the nation. The following report also deliberates about the interrelation of the marketing
department with the other functional units of the small college.
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TASK 1
LO1
P1 EXPLAIN THE KEY ROLES AND RESPONSIBILITIES OF THE MARKETING
FUNCTION IN THE SMALL COLLEGE
Marketing can be defined as the procedure of communicating, delivering, developing, and
exchanging the contributions which could potentially have the value for society, market,
customers, and stakeholders of an organization (Armstrong, et al. 2015). There are several
different roles and responsibilities of the marketing functions that are required to be fulfilled
effectively by the marketing team of the small college. The number of students within the small
college is declining continuously and one of the major reasons behind this is the poor marketing
of the college. Thus, the major marketing functions of the small college’s marketing department
are as follows:
 Buying
 Selling
 Storing
 Market Information
 Grading and Standardization
 Risk Taking
 Financing
 Transporting
Other than these functions, there are several other roles and responsibilities of the small
college’s marketing manager too, which aids the manager to carry out the marketing process
successfully. These roles and responsibilities include; development of the marketing strategies
and plans for the promotion of organization’s products or services, forecasting of the allotted
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budget for the marketing procedure, analyzing and managing the college’s marketing mix
process, allocating human resources to carry out the marketing procedure successfully,
implementing the developed plans and strategies successfully, etc. (Babin, et al. 2015). With
respect to the case scenario of small college, it can be observed that the major reason behind
the need for college’s marketing is to stop the declining rate of students from the college as
well as to attract more and more students towards the small college to get higher studies.
These aims and objectives of the college can be fulfilled if the marketing procedure is carried
out effectively by the college’s marketing team. With respect to the marketing environment,
the key objectives and duties of the marketing manager of small college include;
DEVELOPMENT OF STRATEGIES: - For achieving the major aim of the small college, i.e. to
attract more and more students towards the institution, the marketing team of the college has
to develop different marketing strategies (O’Cass, et al. 2014).
MONITORING OF MARKETING ENVIRONMENT: - There are several different external factors
present within the market which can influence the marketing activities of the small college. And
thus it is very important for the marketing team of the institution to analyze those factors
effectively.
MARKETING RESEARCH: - Another important objective of the marketing team of the small
college is to carry out the procedure of market research so as to analyze the current needs and
demands of the students regarding the admissions in the institutions.
Consequently, these are some of the key roles and responsibilities of the marketing functions
with the small college.
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P2 RELATION OF ROLES AND RESPONSIBILITIES OF THE MARKETING WITH
THE WIDER ORGANIZATIONAL CONTEXT, IN REFERENCE TO THE SMALL
COLLEGE
As discussed in the previous section of this report, there are several key roles and
responsibilities of the marketing manager of the small college for the marketing of institution in
the market. These roles and responsibilities of the marketing are directly or indirectly
interrelated to the wider organizational context of the small college.
DEVELOPMENT OF MARKETING CONCEPTS
There are basically five major concepts of marketing that portrays the overall marketing
functions within the small college. Some of the major marketing concepts are as follows:
PRODUCT CONCEPT: - In this concept of marketing, the consumers selects the product on the
basis of different factors such as; quality, value for money, physical appearance, etc. (Piercy,
2014).
SELLING CONCEPT: - The selling concept depicts the purchasing behaviour of the consumers in
the market.
MARKETING CONCEPT: - This concept majorly focuses on segmenting and targeting the most
appropriate audience for the organization.
CURRENT AND FUTURE TRENDS OF MARKETING
From the scenario of small college it can be analyzed that the current trends of marketing that
have been utilized within the institution include; digital media marketing, commercial
exchange, etc.; whereas the expected the expected future trends of marketing involve; user
generated marketing content, mobile marketing, etc.
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INTERRELATIONS OF MARKETING FUNCTIONS WITH OTHER FUNCTIONAL UNITS OF
THE SMALL COLLEGE
Other than the marketing department, the small college consists of different departments as
well, such as; the department of Human Resource Management, finance department,
production department, logistics department, etc. (Worren, et al. 2016). In order to achieve the
aims and objectives of the business successfully, the different department of the small college
must work together with the marketing department. For example; for the successful
implementation of the marketing strategy, the HR department must provide appropriate
human resources, the finance department must approve the funds and budget, and the
logistics department must ensure the successful management of the distribution system.
Consequently, this depicts the interrelations between the marketing functions and the other
functional units of the small college.
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CONCLUSION
The declining rate of students within the small college has been increasing continuously and
thus, in order to regain the previous position of the institution in the market, the marketing
department of the small college is needed to develop different strategies and tactics for the
effective marketing of the college’s services. Thus from this report it can be concluded that the
role of marketing is very vital for an organization to achieve its organizational goals successfully.
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REFERENCES
1. Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education
2. Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning
3. O’Cass, A. and Sok, P., 2014. The role of intellectual resources, product innovation
capability, reputational resources and marketing capability combinations in firm growth.
International Small Business Journal, 32(8), pp.996-1018
4. Piercy, N., 2014. Marketing Organisation (RLE Marketing) (Vol. 20). Routledge
5. Worren, N., 2016. Functional analysis of organizational designs. International Journal of
Organizational Analysis, 24(5), pp.774-791
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