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Unit 2 Marketing Essentials CECOS College London

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ASSIGNMENT BRIEF

Unit 2: Marketing Essentials

QUALIFICATION: PEARSON BTEC HNC IN BUSINESS
Unit 2: Marketing Essentials
Unit code: R/508/0486 Unit type: Core
Unit level: 4 Credit value: 15
TQT: 150  
Assessor / Tutor: Aziza Islamova Internal Verifier: Muhammad Ismail
Assignment Approval Date: 18th Aug 2019 Date issued to Students: 16th Sep 2019
Draft Submission Date: 21st Oct 2019
Final Submission Date: 14th Dec 2019                                         

BTEC Higher National Certificate in Business

Centre Code: 01018

Unit introduction

This unit is designed to introduce students to the principles of marketing, enabling them to develop a basic marketing plan and to employ elements of the marketing mix to achieve result. While they will learn the underpinning theories and frameworks, they will also be able to relate these to real-world examples, including products/services that they encounter in their own daily lives.

Organisations such as apple, Google, VISA, Burberry, Zara, Cadbury, Nestle, Unilever, Coca-Cola, UNICEF, BP and small local businesses all have at least one thing in common: they all use marketing to influence us to engage with their products and/or services. Whether it is becoming a loyal customer buying a product and services or donating to a charity, Organisations use a range of marketing techniques and tools to inform and influence us.

The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities; whether setting up their own business or being employed by an organization.

Learning Outcomes

By the end of this unit a student will be able to:

  1. Explain the role of marketing and how it interrelates with other functional units of an organisation.
  • Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.
  • Develop and evaluate a basic marketing plan.
Essential Unit Contents

LO1: Explain the role of marketing and how it interrelates with other functional units of an organisation.

Definitions and the marketing concept:

  • Definitions of marketing and the nature of marketing.
  • The development of the marketing concept, including current and future trends. How the external environment influences and impacts upon marketing activity.

The role of marketing:

  • The structure and operations of marketing departments.
  • Overview of marketing processes that include analysis, strategic planning and the marketing mix.
  • The different roles of marketing within both a B2C and B2B context.

The interrelationships of functional units:

  • Marketing as a business function.
  • The different roles of business units and the interrelationships between these functional units and marketing.

LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.

The 7Ps marketing mix:

  • Product: Differences between products and services, importance of brands, product development and product lifestyle.
  • Price: Pricing context, pricing strategies and tactics.
  • Place: Channel management, supply chain management and logistics.
  • Promotion: Integrated communication mix and promotional tools.
  • People: The different roles of ‘people’ in marketing, including customer interfacing and support personnel. The different skills, attitudes and behaviour of people delivering the product or service to customers.
  • Physical evidence: The tangible aspects of service delivery − visual, aural and olfactory elements.
  • Process: Systems and processes involved in delivering a consistent service. Different types of processes used to expedite the marketing function.
Essential Unit Contents

Achieving overall business objectives:

  • The shift from the 4Ps to the 7Ps and the significance of the extended marketing mix.

·         An overview of the marketing planning process (Analysis, Planning, Implementation and Control) and marketing strategy.

LO3: Develop and evaluate a basic marketing plan.

Marketing planning:

  • The importance and value of marketing plans.
  • The links between marketing plans, marketing objectives and marketing strategies.
  • Evaluating and monitoring marketing plans using appropriate control and evaluation techniques such as sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis.

Structure and development of marketing plans:

  • Market segmentation and target market selection.

·         Setting goals and objectives, situational analysis tools and techniques, creating a marketing strategy and allocation of resources and monitoring and control measures.

TASK 1:

In order to pass this unit, the assignment (that you present for assessment) needs to demonstrate that you can meet all the learning outcomes listed below.

(LO) Learning Outcomes
LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation.

Business Case / Scenario Covering LO1

You are applying for the role of Marketing Manager within an organisation of your choice. It is preferable to use your own place of work, if appropriate and as part of the interview process you are required to discuss the concept of marketing as well as its role with detailed analysis within the organisation context. Further to this you will have to explain how marketing interrelates with other functions within the business.

This will be a 10-minute presentation as part of the interview. Your presentation should cover the following:

·         Explain how the key roles and responsibilities of the marketing function relate to the wider organisational context.

·         Explain how the key roles and responsibilities of the marketing relate to the wider organisational context.

·         Analyse the roles and responsibilities of marketing in the context of the marketing environment.

·         Analyse the significance of interrelationships between marketing and other functional units of an organisation.

·          Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation.

You are to carry out considerable research on your chosen organisation or preferably the organisation where you work. You will need to demonstrate that you have carried out considerable research to gain the required level of knowledge and understanding relating to the fundamental concepts and principles that underpin your understanding of the unit.

Submission Format:

The submission is in the form of a 10-minute individual PowerPoint presentation and 5 minutes allocated for questions. The presentation slides and speaker notes should be submitted as one copy. You are required to make effective use of PowerPoint headings, bullet points and subsections as appropriate. Your research should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 1,000 words (+/- 10%), including speaker notes, although you will not be penalised for exceeding the total word limit.

Grading Criteria

This table outlines requirements for each grade (i.e. Pass, Merit or Distinction).

Pass Merit Distinction
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. M1: Analyse the roles and responsibilities of marketing in the context of the marketing environment. D1: Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation.
P2: Explain how roles and responsibilities of marketing relate to the wider organisational context. M2: Analyse the significance of interrelationships between marketing and other functional units of the organisation


TASK 2:

In order to pass this unit, the assignment (that you present for assessment) needs to demonstrate that you can meet all the learning outcomes listed below.

(LO) Learning Outcomes
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.
LO3 Develop and evaluate a basic marketing plan.

Assignment Brief and Guidance

Business Case / Scenario Covering

With reference to assignment one, you have been appointed as the new Marketing Manager for your chosen organisation. The first objective you have been set is to research the competition and produce a marketing plan based on your findings. This assignment has two parts:

Part A: you are now required to write a report that aims to

  1. Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives.
  2. Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved.

Part B: Develop and evaluate a basic marketing plan covering:

  1. Produce and evaluate a basic marketing plan for an organisation of your choice
  2. Produce a detailed coherent evidence – based marketing plan for an organisation
  3. Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.

You are to carry out considerable research on an organisation of your choice or preferably the organisation where you work. You will need to demonstrate that you have carried out considerable research to gain the required level of knowledge and understanding relating to the fundamental concepts and principles that underpin your understanding of the unit.

Submission Format:

A formal report is required for LO2 and LO3. You will compare two organisations for their marketing mix and to submit a marketing plan for one of them. A marketing plan template will be provided, but it is not mandatory to use this. Your report should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 2,500 words (+/- 10%), although you will not be penalised for exceeding the total word limit.

Grading Criteria

This table outlines requirements for each grade (i.e. Pass, Merit or Distinction).

Pass Merit Distinction
LO2:  Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives D2: Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.
P3: Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives. M3: Evaluate different tactics applied by organisations to demonstrate how business objectives have been achieved.
LO3: Develop and evaluate a basic marketing plan.
P4: Produce and evaluate a basic marketing plan for an organisation. M4: Produce a detailed, coherent evidence-based marketing plan for an organisation.

Before you get started please read the following information very carefully.

Assignment Format/Style

Produce an informal report/paper that addresses all the tasks in the assignment brief. You are encouraged to use diagrams or tables to illustrate and reinforce your findings, using single space and font size 12.  Any references to academic theory should be correctly cited and referenced in a bibliography at the end of the report. (Please do not copy and paste information).

·         Fully completed assignment cover page

·         Title page

·         Table of contents

·         Introduction

·         Main body of the report clearly identifying the separate outcomes and assessment criteria

·         Conclusion and recommendations ( if relevant)

·         References and bibliography

·         Appendices only if relevant and necessary

Assignment Content

The assignment brief includes headings relevant to the unit outcomes, read and follow the tasks listed under each heading and this will make certain that you cover all the outcomes and assessment criteria to achieve the unit.

Assessment and Grading

Read the assessment grading criteria before attempting the assignment tasks, as it contains important information about how you should approach your assignment and how grading is applied in order for you to achieve a pass, merit or distinction.

Assignment Submission

All assignments must be submitted by the agreed date, via MOODLE.  Assignments submitted late, but with permission, will be marked as a pass only.  Assignments submitted late, without permission, will not be marked until the end of the year, or the next time the unit is scheduled.

Please ensure that your assignment is attached to the assignment submission receipt and that you read and sign the statement confirming authenticity. Check that all relevant fields are completed fully before submission.

Assignment Feedback

Once the assessor has marked your assignment, you will receive written feedback, either confirming that you have met the required standard and grade awarded, or that you have not yet met the standard and what you need to do to make the necessary improvements.  Please note that achieved and confirmation of grades is provisional until signed off by the Internal Verifier.

Student Guide to Writing an Assignment

This is an assignment guide to help support you while completing your BTEC Assignments.

It includes:

·         Assignment writing guidance  

·         Referencing guidance

Bibliography / References

Please list down “works cited” within the framework of enumerative bibliography – a list of references to key articles and texts. Verify each reference carefully; the references must correspond to the citations in the text. The list of references should start on a new page and be listed alphabetically by the name of the author(s) and then by year, chronologically. Only the first author’s name is inverted. The name of each author and the title of the citation should be exactly as it appears in the original work. More Information can be found in the College MOODLE in the General Information about the Harvard Referencing. 

Recommended Reading:

Learners must consult College and local national library facilities. In addition, learners need to read the broadsheet press and weekly business magazines regularly. You should also use relevant internet sites regularly and identify key influences and recent and relevant research with regard to your subject area.  You should read topical case studies and read about national campaigns and government initiatives in your area of interest. Following is the list of indicative resource materials

Textbooks:

Check the list of recommended books for your further reading

·         BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed. Harlow: Pearson.

·         GROUCUTT, J and HOPKINS, C. (2015) Marketing (Business Briefings). London: Palgrave Macmillan

·         JOBBER, D. and CHADWICK, F. (2012) Principles and Practice of Marketing. 7thEd.Maidenhead: McGraw- Hill.

·         KOTLER, P. and ARMSTRONG, G. (2013) Principles of Marketing. London: Prentice Hall.

·         MACDONALD, M. and WILSON, H. (2011) Marketing Plans: How to Prepare Them, How to use them. 7th Ed. Chichester: John Riley and Sons.

Journals:

Check the list of recommended journals for your further reading

·         Journals of Marketing

·         Harvard Business Review

Websites:

Check the list of recommended websites for your further reading

·         American Marketing Association                                                www.ama.org

·         Chartered Institute of Marketing   (UK)                                    www.cim.co.uk

Links:

Check the list of recommended links for your further reading

This unit to the following related Units:

·         Unit 1: Business and the Business Environment

·         Unit 22: Product and Services Development

·         Unit 23: Integrated Marketing Communications

·         Unit 37: Consumer Behaviour and Insight

·         Unit 40: International Marketing

Student Assessment Submission and Declaration

When submitting evidence for assessment, you must sign a declaration confirming that the work is your own.

Student name:   Assessor name:  
Issue date:   Submission date:   Submitted on:  
Programme: BTEC Higher National Certificate in Business
Unit: Unit 2: Marketing Essentials

Plagiarism

Plagiarism is a form of cheating. Plagiarism must be avoided at all costs and students who break the rules, however innocently, may be penalised.  It is your responsibility to ensure that you understand correct referencing practices.  As a university level student, you are expected to use appropriate references throughout and keep carefully detailed notes of all your sources of materials for material you have used in your work, including any material downloaded from the Internet. Please consult the relevant unit lecturer or your course tutor if you need any further advice.

Student declaration I certify that the assignment submission is entirely my own work. I fully understand the consequences of plagiarism. I understand that making a false declaration is a form of malpractice.
Student signature:   Date:  

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