Vodafone UK Marketing Function: Roles and Responsibilities

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Organisational Types, Functions,
and Structures
Assignment Task - 1

Learning Outcomes
P1: Explain the key roles and responsibilities of
the marketing function.
P2: Explain how roles and responsibilities of
marketing relate to the wider organisational
context.

Table of Content
• Introduction
• Company Overview
• Marketing – Definition
• Marketing – Concept
• Marketing Trends
• Marketing Processes
• Roles and Responsibilities - Marketing Manager at Vodafone UK
• Influence and interrelationship of marketing with other organisational functions
• Finance
• Research and Development
• Production and Purchase Functions
• HRM and Management Functions
• Marketing - Importance and Value
• Conclusion
• References

Introduction
Marketing is considered to be a critical function of
business expansion for an organisation like Vodafone
UK that works towards both B2B or business to
business and B2C or business to customer sales and
purchase operations. However, it is equally important
for businesses operating in either B2B or B2C
verticals. It is focused on promoting the services and
products of the businesses and contributes towards
its profitability (Zimmerman and Blythe, 2017).

Company Overview
Vodafone UK (Vodafone UK, 2019)
• A subsidiary of Vodafone Group Plc
• Based at Newbury, UK
• Provides Telecommunication and Internet Services
• Has over 17 million subscribers and third largest
telecommunication network in the UK
• Has over 480 stores across UK that sell business
and home broadband and landline, smartphones,
Contracts and SIM offers.

Marketing - Definition
Marketing can be defined as a management process
that identifies, anticipates and satisfies the
requirements of the customers in a profitable manner
(CIM UK, 2019). It involves gaining an understanding
of the market place, tapping the key trends,
identification of the requirements of the customers or
businesses, creation of a suitable product, and
promoting the product or service in a way that places
it above the competition (CIM UK, 2019).

Marketing - Concept
Marketing
Value
Customer Relationship
Customer Loyalty
Source: Authors Work

Marketing Trends
The Evolution of Marketing
Source: (Levens, 2010)

Marketing Processes
Mission
Situation Analysis
Marketing Strategy
Marketing Mix
Implementation and Control
The Marketing Process
Source: (Weller, 2017)

Roles and Responsibilities - Marketing
Manager at Vodafone UK
• Role
o The role of the marketing manager involves development and
management of channel-based marketing programs, acquisition of
leads, supporting the organisational goals and business development,
promoting retention of customers and brand building, and providing
sales support (Weller, 2017).
• Responsibilities
• Supporting and contributing to the development of organisational
marketing strategy
• Supporting strategic marketing plan by creating marketing programs
that support the marketing objectives of different channels and
segments
• Monitoring the market budget (Weller, 2017).

Responsibilities of a Marketing Manager
(cont.)
• Recommending marketing tactics
• Coordination of various marketing campaigns
• Creating and publishing documents relevant to marketing
• Create, plan, and implement promotional campaigns
• Support and oversee brand development and management.
• Monitoring and reporting the effectiveness of marketing
communication (Weller, 2017)
• Support the launch of new products by working in tandem with design
agencies
• Coordinating with other organisational functions and keep them
appraised of organisational marketing objectives.
• Researching the potential partners of strategic importance for the
organisation (Cravens and Piercy, 2006).

Influence And Interrelationship Of
Marketing With Other Organisational
Functions
Management (CEO) Finance
Marketing
Human Resources
(HRM)
Production
Research and
Development
Purchase Source: (Authors
Work)