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Marketing can be explained as activity which is performed by business organization to promote their products and services that are ready for sell in market place. Mainly it is work of marketing department to develop relationship with customer and perform research to know requirements of customers and collect information about market place (Rudden, 2016). The information that is collected form the market place is provided to the management of the organization. This information can be used by the organization make relevant changes in the products or services to improve their performance. This report will be providing overview of marketing that is performed by Cambridge marketing college London. The marketing activities that are performed by education sector organization are different from other business organization but the activities that are performed by organization are similar to the common business practice. Role and responsibilities of marketing functions will be explained in report. Importance of marketing function will be explained for the organization. To improve the performance of organization in market, specific marketing plan will be developed in report. Effectiveness of marketing plan also will be explained in report.
Roles and Responsibilities of Marketing Function
Roles of Marketing Function
There are different roles are played by the business organization to improve the performance of organization in market place. These roles of marketing department can help the business organization to improve their performance in market place. Some of the main roles of marketing function in organization are-
Customer Analysis- This is main role of marketing department in organization. In this role main function of marketing department is to perform customer analysis to find and analyse the possible customer of company. This knowledge can be utilise by the business organization to develop proper strategy in order to improve effectiveness of marketing operations. For customer analysis process, different channels are used by the marketing department to collect information about customers. If marketing department do to consider the customer for the analysis process then it can affect the marketing policies and processes that are used by the marketing department of Cambridge marketing college London to improve the effectiveness of the marketing process. For example, social media, market research, and information database can be used by the organization to gain more information that is critical.
Selling Products and Services- This role is considered as process in which customer are provided with proper products and services as per their requirements. At starting needs of customers are evaluated to suggest best suitable product or service to them. This is how proper services or products are delivered to the customers. Main objective of the marketing department is to increase the sales of organization in market. This role of marketing department is important to maintain productivity of organization in target market. This role of marketing department is important for maintaining sales and profitability of Cambridge marketing college London in target market. If marketing department do not perform this role effectively, then it can affect the profitability of company in global market.
Pricing- The pricing of product is also decided by the marketing department of the organization. In this process, main role of the marketing function is to perform research of the market place and find best suitable positioning of company product in target market. As per market and customer-data, proper pricing of company product is proposed by marketing department of organization. Marketing department have all the information related to the customer and it is their role to set the pricing of company product as per the customer requirement and capability. This process can help the Cambridge marketing college London to develop customer base effectively.
Market Research- This is core role of marketing department in business organization. In this process various processes and methods are used by marketing department from the market place. For example current trends, demand of product and information of retailer is used by marketing department to improve the operations of company. Market research is performed by the Cambridge marketing college London to analyse crucial information about customers and their needs. Information collected in market research can be used to make effective changes in company products according to the needs and requirements of the customers.
Manage Image of Organization- This is most important role of the marketing department to maintain the brand value of organization in target market place (Henríquez, 2018). In this process various promotional activities are performed by marketing department to improve the visibility of company in target market. Main purpose of marketing department is to improve the brand value of company in target market. This process is consists of various activities that are planned by the marketing department to make positive impact on customers. For this process, various positive aspects of organization are presented in the promotions and advertisement to develop positive image of company in target market. This is most important for the marketing department to work on brand equity of organization and improve the value of Cambridge marketing college London in global market. It is important to develop effective relationship with customers and meet the long-term business objectives.
Market Growth- There are different activities are performed by the marketing department to find emerging market that can be targeted by the company to grow their business on global level. This is how new possible markets are analysed by the marketing department to make reach to new possible customers. Range of activities are performed by the marketing department to help the organization to grow on international level. Marketing department of Cambridge marketing college London can analyse global business opportunities for global expansion. This is how this role of marketing department is important for the global expansion of organization.
Management of Demand- This is main role of marketing department in which information related to the market demand is considered by the marketing department to manage the operations of the organization. In this approach, organization can effectively meet the requirements of customers and demand in market place. According to the demand of company product in target market, marketing department ca changes in approach to manage and meet the customer demand effectively. This is important to reduce operational losses of company in market.
Responsibilities of Marketing Function
There are different responsibilities are need to be fulfilled by the marketing department to maintain operations and performance of company in target market. Some of main responsibilities of marketing function are- This is important for the marketing department to understand the needs of customers. This is also one of responsibility of marketing function to work on the brand value of company in market place to develop loyal and emotional connection with customer. In this process different communication channel are used by the organization to deal with customers in effective way. This is also responsibility of the marketing function to look for new technologies that can improve their effectiveness in market place (Perreault, 2018). This is also one of responsibility of the marketing department to work on innovative practise to improve the effectiveness of marketing function in target market. This is also required to keep monitoring the activities of competitors in market place to make effective changes in their operations.
Roles of Responsibilities Marketing Function for Education Sector Organization
As per the above information there are range of actions are performed by the marketing department to improve the performance of organization in target market. By performing different actions, marketing department can provide different benefits to company in target market. For College, marketing department can perform customer analysis to find possible students student base who can register in different courses that are offered by them. The practices that are run by other organization also can be targeted to make relevant changes in the college operations and marketing operations to make better impact on customers. New areas can be targeted by marketing department of the college to target more students to get register in college. Marketing department also can perform range of activities to improve the image of company in target market. Marketing department also can help the organization to decide proper cost of courses that are offered to the customers. This is how organization can offer various courses to the customer on effectively low price. This is how different role of marketing department can help organization to increase number of students that are registered with college.
Roles and Responsibilities in Context of Cambridge Marketing College London
Roles and Responsibilities of marketing department are also crucial for the college. If all the responsibilities effectively played by organization then it can improve the performance of college. Different innovative practices can help the marketing department to attract more students to get registered in college. Proper coordination in activities can help the organization to gain higher profitability in in operations (Paurva, 2019). This effective coordination can help organization to develop proper relationship with students. New tools can be implemented by the marketing department to improve the reach of college to more students. By focusing on brand value of college in market place, more students can be targeted to get registered by the company. Competitive organization also can be tracked by the marketing department to help college management to add new courses to address more students. This is how various responsibilities can be focused by the marketing department to increase the number of student's registration in college. It is role and responsibility of marketing department to maintain and manage the external operations of organization. Marketing department allows the organization to understand various external and internal aspects of organization that can affect their profitability and performance in operations. Marketing department analyse all political, economic, social and technological factor I internal market to design the business and marketing plan for company. Marketing department uses the internal factors of organization to address the challenges that are faced by organization in global market.
7 P's of Marketing Mix
Marketing mix is considered as process in which various elements of marketing process can be considered by organization to improve the marketing process of company. This assets of marketing can be targeted by the college to increase the number of student registration. In marketing process organization can focus on the marketing mix to effectively promote the courses that are offered to the students. As per the concept of marketing mix, process of promotion starts from the development of products that is provided to the customer. Through the marketing mix process organization can focus on various aspects like- Product, price, promotion, place, packaging, positioning and people. These aspects of organization can be targeted by the company to meet the targets of company. Different element of marketing can be targeted by the organization to make marketing and promotion activities effective. Some of considerations that are need to be made in the marketing mix are-
There are two type of products are provided to the students in the educational institute. These products can be classified in two different categories which are- tangible and intangible products. This is important for the organization to consider both aspect to provide higher satisfaction to the students. There are different courses are offered to the students in colleges. This is important for the organization for organization to maintain better education activities in organization. This can be really effective for the organization to implement some improvement in the education process to improve the knowledge and capability of students (Charlesworth, 2020). Quality of product is most important thing for the promotion of organization in target market. Better education curriculum can be developed by organization to provide better knowledge to the students. This is how better quality of education need to be provided to the students to improve the reputation of organization in target market. There are different processes can be used by the organization to improve the marketing activity of organization. Some of the most common processes that can be used by business organization are- Main development can be made in the curriculum that is developed by the organization to deliver education to the students. There are different changes can be made in the curriculum to make the learning process easier and effective for the students. If the employees of organization are satisfied with the service then it can improve the reputation of organization in market place. There are different educational theories also can be implemented by the organization to make the delivery process of knowledge more effective. The effectiveness of education process also can be improved by improving the level of students that are present in organization. The educational resources that are used in the organization with in the curriculum practices to maintain the quality of knowledge provided to the students. There are some other changes also can be made by organization in learning process of student. For example by focusing on practical education, knowledge of students can be effectively developed. This for the intangible products that are provided to the students. On other side this is also important for the organization to improve the quality of tangible sources that are provided to the students. In this process organization can improve the quality of resources that are offered to the students. For example, quality of Books, study material and certificates can be improved to improve mind-set of students about the organization. This is how some changes can be introduced in the education process to improve the reputation of organization in target market.
Price of the courses is most important thing that is considered by the students before selecting any course in any education institute. This is highly important for education organization to offer various courses to the students at comparatively low price (Haywood, 2019). There are different process can be used by the organization to reduce the cost of educational courses that are offered to the students. For example, organization can move to online process to reduce the cost of processing. This also can help the organization to reduce the cost of stationary and education resources. By using proper management practices cots of operations can be reduced. Virtual classes can be conducted to reduce the cost of education course. Effective curriculum ca be used by the organization to reduce the cost of education courses of organization. By making effective changes in design of courses efficient cost cutting can be performed. This is how different processes and techniques can be used by the organization to reduce the cost education courses that are designed for the students.
This is most crucial thing in the marketing mix. This is core process of marketing in which different processes and techniques are used by the organization to promote the services and products that are offered by them. For education sector organization process of promotions are similar to the business organization. The only difference is in the content that is used by the organization. Educational sector organization can use different processes to promote courses that are offered to the customers. Digital marketing is most effective promotion technique that can be used by the education institute for promotions. There are too many users of social media application on global level. So, organization can focus on social media promotion to make direct communication with many possible customers. In this process Facebook, Instagram, Twitter and LinkedIn can be used by organization for the promotion activities (Proctor, 2020). These platforms also can be helpful for the organization to get connect with possible students and analyse their responses. This is how social media and digital platforms can be used by the organization for the promotion process. The promotional activities that are used by the organization can be improved more by developing more effective and productive strategies in the promotional process. For example organization can use integrated marketing communication to improve the effectiveness of marketing and promotion process of institution.
The location of institute is crucial factor in the education sector. This is prime factor that is need to be considered by the organization to gain competitive advantage in market place. For example, if the location of institute is in city or metropolitan city then organization have advantage and if location of institute is in rural area then it can affect the competitive advantage of organization. To improve this factor organization can use two different strategy. In the first strategy, organization can open its branch on multiple locations to make it accessible for students. If the location of institute in rural place then it can affect increase the cost of promotion and other marketing activities (Kuntonbutr, 2019). This is how organization can open multiple branches of organization in metropolitan city to target more students. The other strategy that can be used by institute is related to the digital platform. For example institute can offer online classes to the students who lives in remote areas then it can improve the reach of organization. This is how Place is most crucial element of the marketing mix.
Process in marketing mix is considered as process that is used by the education institute to provide or deliver knowledge to the students. Effectiveness of education process is important to make positive impact on the students. The process of education can be directly related to the resources that are used by organization and teachers in the institutes. This factors are need to be considered by the organization to make positive impact on the students. If the education delivery process that is used by the organization is effective then it can improve the image of organization in target market. In this element of marketing mix various aspects can be considered. For example, process of teaching, practical learning, placement process can be considered. By improving the effectiveness of these process can be used by the organization to improve the marketing process of institute and attract more students from different locations.
Physical evidence of organizations can be considered as factors that are visible to the students while they are dealing with or interacting with organization. For example, building of institute, environment in the institution, logo & name of the institute and educational resources that are provided to the students and various other tangible and intangible assets of organization can be considered as physical evidence of organization (Muralidharan and Raval, 2017). Organization can make various changes in the organization assets to get effective response from students. For this process better designs and colour combinations can be used by organization in the logo to attract target audience. The infrastructure of the institution can be improved to make positive impact on the students. Effective branding can be performed by posters and educational resources to make critical impact on the stakeholder of organization. This is how by developing the physical aspects of organization better impact can be created on the target audience.
There are different people are connected to the educational institute. These people are considered as stakeholder of organization. This is highly important for the institution to focus on these stakeholder to improve the effectiveness of organization and its brand value in target market. In educational institute there are two type of people are there, which are people who are related to the teaching community and non-teaching community. Both type of stakeholders are need to be considered by the organization to improve the education delivery process used by the organization. In this element of marketing mix organization have to mainly focus on the teaching staff. This is highly important for the organization to hire high qualified and efficient teachers to deliver and implement better learning practices in curriculum (Muralidharan and Raval, 2017). Apart from the teaching staff this is also important for the institute to develop effective management staff to effectively manage various activities in the institute. In this element of marketing mix organization can hire high qualified and experience personal to make positive impact on the parents and students. By developing effective staff organization can deliver better knowledge to students. This is how by providing better results in education process, reputation of organization can be improved. To improve this factor of organization institution can focus on the teacher development and employee development process to improve their skills. Teachers and other stakeholders of organization can be provided with rewards and various benefits to make them loyal to organization. This is how effectiveness and performance of institution can be improved in target market.
Various suggestions that are provided in the marketing mix can be implemented by the organization to get better result with marketing and attract more people to get registered with educational program of institute.
Specific marketing plan has been developed in order to develop proper marketing plan for Cambridge marketing college London. Different external factors has been evaluated for organization to evaluate the impact of these factor on operations of organization. The internal capability of organization also has been analysed in report to take proper action in the marketing plan. Competitive analysis has been performed to analyse the position of institute in market place. On basis of market analysis proper marketing plan has been developed in report
Political factors are mainly related to the decisions and changes that are made by the government of country. This is highly important for the business organization to consider the changes that are implemented by the government. Mainly this is most important for the organization to consider and follow the changes that are made by the government in the education policy in country. There are different changes are implemented by government in education policy to deliver high quality education and knowledge to the students. Main focus of the government is to provide better conditions to the students for their complete development and growth. Political factors can force the marketing department to make changes in the marketing policy to maintain stability in business operations. The management system that is used by the institute is effective to adopt changes that are implemented by government in the education policy. This process can help the organization to implement all the changes that are suggested or implemented by government in various policies that are related to the institute.
Economic factors are most crucial for colleges and all education institute in country. This is directly related to the funds that are offered to the instituted by the government and other sources. Minor changes in the economic conditions can majorly affect the operations and process of organization. In the economic factors various elements are need to be considered, for example economic stability on local and global level, economic crisis and inflation. These factors can affect the operations of college majorly. Because of Coronavirus pandemic most of countries are facing economic crisis. The main reason behind this problem is related to the restriction on global supply chain. This economic crisis has affected the economic conditions of different countries. Because of this situation fund allocated to the organization are slightly reduced and it has affected the operations of organization. It has affected the operations of organization in operations. To overcome these issues in business process this is important for the marketing department to make effective changes in the marketing process to meet the business objectives effectively. This is how economic factors should be considered by the organization to make relative changes to keep their operations effective and productive.
Social factors are related to the personal values of individuals in society. This factors are most important for the organization to consider the social factors to attract more people to increase the number of admission in different courses. The elements or factors that are need to be considered by the organization are related to the population of the locality in which organization is situated, diversity in population, economic status of people in locality and education level of people. These factors are need to be considered by the organization to generate more benefits. For example, the population of locality is high then organization have more people to attract. If the financial condition of people is high then organization can manage the price of course accordingly to generate more profit. Social factors are also need to be considered by the organization and marketing department to maintain productivity of the strategies that are designed by marketing department of Cambridge marketing College London. High quality level of education system in organization also can help the organization to promote people to get enrolled in different courses that are offered by the institute.
Technological factors are related to the technology that is used by the organization to perform various operations in organization. In this factor current technology used by organization can be considered to get better analysis of technical factors. The Technology used by organization is effective and advance. The technology used by organization is compatible with the online education process. This technique can be used by the organization in the lockdown period to continuously organize classes on online platform. This can help the Cambridge marketing college London to maintain satisfaction level of students. Marketing department also can use various technologies in marketing process to address and attract audience more effectively. This is how technological factors are positive for the organization.
Environmental factors are not that much crucial for the educational sector organization. So, these factors are not hard and fast for Cambridge marketing college London. But there are some considerations are need to be followed by organization to keep their operations sustainable for environment and biodiversity of locality. For example organization can use sustainable products to reduce the impact on environment. Organization also using digital platform to deliver education to the students. This is also important for the marketing department to consider these factors in the marketing process to avoid issues that are associated to the marketing operations of company. This is important for the organization to maintain sustainability in business operations to perform marketing function more effectively. This can help the organization to save environment and save trees. By these processes organization can meet various rules and regulations that are developed by the legal authority in country.
There are different legislation and are need to be considered by the education sector organization to keep their actions legal and uninterrupted. Some of the legislations that are need to be considered are- Education act 2011 is most important for the Cambridge marketing college London. This act is related to the education standard that is provided to the students. By following this act, organization and teachers can deliver knowledge and information to the students. This is important for the organization to consider all the legal aspect in the business process to perform marketing strategies more effectively. Following acts are need to be considered by the organization to avoid any kind of legal action against the organization.
Workforce of college is effective and skilled it can improve the reputation of organization in global market. Organization have effective technology to provide online education to the students and this can be helpful for the marketing department to improve the internal operations of organization. Organization have effective resources to improve the learning process of students. Management of organization is also innovative. This behaviour can improve the productivity of organization. Curriculum used by organization is based on practical learning that can improve the quality of education.
Marketing process used by Cambridge marketing college London is based on traditional approach and it can affect the marketing process of organization. Traditional marketing approach also can reduce the reach of organization in global market. More human resources are required to maintain operations. Lack of human resource can reduce the effectiveness of marketing operation of organization in target market. Lack of funds organization can reduce the capability to perform various development in the marketing process in organization.
Advance technology can be used by organization to improve the marketing process. Technological development can provide opportunities to the marketing department to perform marketing operations more effectively. More branches can be opened in other cities to improve the reach of organization. This strategy can be helpful for the organization to make reach to the larger market and increase the profitability of company in target market. More courses can be offered to the students to increase the number of students enrolled with organization. This factor is related to make changes in the products and services that are offered to the students.
Large number of competitors in locality and it can create pressure on the marketing department to perform marketing functions more effectively. Economic issues due to coronavirus pandemic can affect the internal and external operations of organization in target market.
Porter Five Force Analysis
Threat of New Entrant- This threat is high for Cambridge marketing college London because there are different reputed institutions are working in same location. This threat can be reduced by improving the quality of education.
Threat of Substitute- This threat is also high because many organizations are offering different courses to students at lower cost. Online platforms are major threat to company. This threat can be reduced by providing better courses to students.
Bargaining Power of Customer- Bargaining power of students is high in location because they have more substitute options in locality. This threat can be avoided by reducing price of courses and providing better quality education to students.
Bargaining Power of Supplier- This power of supplier is low for because Cambridge marketing college London is producing own resources in order to teach students. This power can be reduced by developing self-capability to producing educational resources.
Rivalry Between Existing Organizations - Rivalry in competitors is also too high in London, UK. There are too many organizations are providing similar services to the students. This rivalry can be reduced by providing quality education to the students at effective cost.
There are different approaches can be used by marketing department to launch marketing plan to attract more students to get registered in Cambridge marketing college London. In this process organization can use demographic and geographical segmentation technique can be used to target people. In demographic approach organization can target people between of 15 to 40 years old. In this process medium class families can be targeted by organization.
In the targeting process people from complete locality can be considered for the marketing process. After this nearby locations can be targeted to improve profitability.
In the positioning process to Cambridge marketing college London can use functional positioning to provide better services to the customer
Aim of Marketing Plan
- To use advance technology to increase reach of marketing process by 40 %.
- To use advance digital marketing technology to directly interact with students.
- To use social media marketing to collect information about target audience.
- To use Information System to process customer data more efficiently.
- Use AI to improve the processing of student data.
To implement the marketing plan organization can use direct marketing channel to make marketing plan successful. Along with this digital marketing process can be used by the organization to make reach to larger audience.
Implementation of marketing plan
This marketing plan can be used by the organization to get better response from the students. This marketing plan will help the organization to improve reach to the audience at lower cost. Various marketing channel can be used by the organization in marketing plan to attract more students and increase the people registered with the organization.
This report is concluding importance of marketing for business organization. Various functions of marketing has been explained in the report. The roles of marketing has been evaluated for the educational organization. Responsibilities of marketing functions has been evaluated for the performance of organization in market place. Various benefits of marketing function has been evaluated for Cambridge marketing college London which is facing issues with declining number of students. Marketing mix plan has been evaluated for the Cambridge marketing college London to improve their marketing process. Various suggestions has been provided in the report to improve the effectiveness of marketing process. Specific marketing plan has been developed in report to promote the courses that are offered to the students.
Books and Journals
Charlesworth, A., 2020. Absolute Essentials of Digital Marketing. Routledge.
Haywood, M., 2019. Brand essentials. Professional Beauty, (Mar/Apr 2019), p.78.
Henríquez, F.A.G., 2018. Destination marketing essentials (2. Anuario Turismo y Sociedad. (23). pp.275-278.
Kuntonbutr, S., 2019. Book Review: Essentials of Marketing. RMUTT Global Business Accounting and Finance Review. 2(1).
Muralidharan, K. and Raval, N., 2017. Six Sigma marketing and productivity improvement. A Quarterly Journal of the National Productivity Council. 58(1). pp.107-114.
Paurva, S., 2019. Essentials of marketing research.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Proctor, T., 2020. Absolute Essentials of Strategic Marketing: A Research Overview. Routledge.
Rudden, D., 2016, November. Private Practice: Can You Hear Me Now? Marketing Essentials for Audiologists in a Noisy Health Care World. In Seminars in hearing (Vol. 37, No. 4, p. 325). Thieme Medical Publishers.