Unit 2 Marketing Essentials Assignment

You are strongly advised to read “Preparation guidelines of the Coursework Document” before answering your assignment.

ASSIGNMENT

Assignment Context and Business Scenario

You are applying for the role of Marketing Manager within a UK-based organisation of your choice (subject to the approval by your tutor) and as part of the interview process you are required to discuss the concept of marketing as well as its role within the organisation. Further to this you will have to explain how marketing interrelates with other functions within the business.

What you must do

The following tasks are required to be carried out:

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

You are applying for the role of Marketing Manager within a UK-based organisatiopn of your choice and as part of the interview process you are required to discuss the concept of marketing as well as its role within the organisation. Further to this you will have to explain how marketing interrelates with other functions within the business.

LO1
Using examples from your chosen organisation, explain the key roles and responsibilities of the marketing function how roles and responsibilities of marketing relate to the wider organisational context [P1, P2].

To achieve M1, you should analyse the roles and responsibilities of marketing in the context of the marketing environment of your chosen organisation.

To achieve M2, you should analyse the significance of the interrelationships between marketing and other functional units of your chosen organisation.

To achieve D1, you should critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of your chosen organisation. (NB: To obtain D1 you must meet both M1 and M2 criteria).

Following your application for the position of a Marketing Manager, you have now been appointed a new Marketing Manager for your chosen organization. The first objective set for you is to research the competition and produce a marketing plan based on your findings. This assignment has two parts (LO2 and LO3):

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

Using your chosen organisation and another organisation, compare how organisations use the various elements of the 7Ps marketing mix in the marketing planning process to achieve business objectives. This will be submitted as a briefing paper for the marketing team. [P3].

To achieve M3, you should evaluate different tactics applied by organisations to demonstrate how business objectives have been achieved.

LO3 Develop and evaluate a basic marketing plan.

(NB: A marketing plan template is available in the VLE, but it is not mandatory to use this).

Using your chosen organisation, produce and evaluate a basic marketing plan to meet marketing goals and objectives. The marketing plan should include all elements of the 7Ps marketing mix, with an action plan and measures for monitoring and evaluating progress and meeting of your chosen organisation’s goals and objectives [P4].

To achieve M4, you should produce a detailed, coherent evidence-based marketing plan for your chosen organisation.

To achieve D2, you should design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives. (NB: To obtain D2 you must meet both M3 and M4 criteria).

Grading Criteria

Learning Outcome

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.

P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.

M1 Analyse the roles and responsibilities of marketing in the context of the marketing environment.

M2 Analyse the significance of interrelationships between marketing and other functional units of the organisation

D1 Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation.

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

D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.

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.

Relevant Information

Guide to student

1. Preparation guidelines of the Coursework Document

  1. All coursework must be word processed.
  2. Document margins must not be more than 2.54 cm (1 inch) or less than 1.9cm (3/4 inch).
  3. The assignment should be in a formal business style using single spacing and font size 12.
  4. Standard and commonly used type face such as Arial should be used.
  5. All figures, graphs and tables must be numbered.
  6. Material taken from external sources must be properly referenced using the Harvardreferencing system.
  7. You should provide references using the Harvard referencing system (including the PowerPoint Presentations).
  8. Do not use Wikipedia as a reference.

2. Plagiarism and Collusion

Any act of plagiarism or collusion will be seriously dealt with according to the College regulations. In this context the definition and scope of plagiarism and collusion are presented below:

Plagiarism is presenting somebody else’s work as your own. It includes copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort.

Collusion is copying another student’s coursework; stealing coursework from another student and submitting it as your own work.

Suspected plagiarism or collusion will be investigated and if found to have occurred will be dealt with according to the College procedure. (For details on Plagiarism & Collusion please see the Student Handbook)

3. Submission

  1. Initial submission of coursework to the tutors is compulsory in each unit of the course.
  2. Student must check their assignments on [your college] with plagiarism software Turnitin to make sure the similarity index for their assignment stays within the College approved level. A student can check the similarity index of their assignment three times in the DraftAssignment submission point located in the home page of the [your college].
  3. All Final coursework must be submitted to the Final submission point into the unit (not to the Tutor). A student would be allowed to submit only once and that is the finalsubmission.
  4. Any computer files generated such as program code (software), graphic files that form partof the coursework must be submitted as an attachment to the assignment with alldocumentation.
  5. Any portfolio for a unit must be submitted as a hardcopy to the Examination Office.
  6. The student must attach a tutor’s comment in between the cover page and the answer in thecase of Resubmission.

4. Good practice

a. Make backup of your work in different media (hard disk, memory stick, etc.) to avoid distress due to loss or damage of your original copy.

5. Extension and Late Submission and Resubmission

  1. If you need an extension for a valid reason, you must request one using an Exceptional Extenuating Circumstances (EEC) form available from the Examination Office and [your college]. Please note that the tutors do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.
  2. Late submission will be accepted and marked according to the College procedure. It is noted that late submission may not be graded for Merit and Distinction.
  3. All Late coursework must be submitted to the Late submission point into the unit (not to the Tutor). A student would be allowed to submit only once and that is the final submission.
  4. Only one opportunity will be given for reassessment (resubmission) will be permitted and the assessment will be capped at Pass for the unit. In addition, no resubmission will be allowed in any component of the assessment for which a Pass grade or higher has been achieved.
  5. Repeat Units – A student who has failed to achieve a Pass in both Final/Late submission and in the Resubmission must retake the unit with full attendance and payment of the unit fee. The overall unit grade for a successfully completed repeat unit is capped at Pass for that unit. Units can only be repeated once.

Glossary:

Analyse: Break an issue or topic into smaller parts by looking in depth at each part. Support each part with arguments and evidence for and against (Pros and cons). Break something down into its components; examine factors methodically and in detail to recognise patterns by applying concepts and making connections to predict consequences.

Apply: Use a particular method/technique to solve a problem Critically Evaluate/Analyse:

Compare: Estimate, measure or note the similarity or dissimilarity between one thing and another…(compare something to) draw an analogy between one thing and another for the purpose of explanation or clarification.

Design: Create a plan, proposal or outline to illustrate a straightforward concept or idea.

Develop: Progress/expand/initialise from a starting point

Evaluate: Examine in detail the meaning or essential features of a theme, topic or situation; break something down into its components; examine factors methodically and in detail, identify separate factors, say how they are related and how each one contributes to the topic to make reasoned judgements and conclusions. Review the information then bring it together to form a conclusion.

Explain: When you explain you must say why it is important or not important.
Clarify a topic by giving a detailed account as to how and why it occurs, or what is meant by the use of this term in a particular context.

Critically Evaluate/Analyse: When you critically evaluate you look at the arguments for and against an issue. You look at the strengths and weaknesses of the arguments.

Determine: Find a solution by argument, making clear your reasoning (e.g., determine the type of event that has occurred, based on the data provided”) (application) or “Determine the most appropriate course of action for the company, within the given constraints” (higher order skills).

Produce: To bring to existence. Give rise to by intellectual or creative ability: to make or