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Pearson BTEC Level 5 Higher National Diploma (HND) in Business

Pearson BTEC Level 4 Higher National Certificate (HNC) in Business

Unit 2 Assignment: Marketing Essentials

Introduction

Marketing is used by all organisations whether they are large or a small business to sell products or services to customers. Organisations such as Apple, McDonald’s, Nestle, Holiday Inn and Coca-Cola have multi million pound marketing budgets whereas small business operations will have much less to spend on marketing.

Marketing is used to inform and influence people to purchase products or services. The marketing mix is designed to meet customer needs, achieve marketing objectives and to create a competitive advantage for the organisation.

The unit Marketing Essentials is aimed at providing you with an understanding of the role of marketing in an organisation and how marketing relates to the other departments in the business. In this unit you will also produce a marketing plan for an organisation and compare the elements of the marketing mix.

Assignment Submission Format

Submission will be a briefing document and a marketing plan which covers all of the unit learning outcomes for the unit.

The report should be presented in Arial or Times New Roman in font size 12 with single spacing.

The use of simple Harvard referencing system should be used throughout your assignment and a bibliography submitted at the end of your assignment.

The recommended word limit is given with the assignment brief, although you will not be penalised for exceeding the total word limit.

The format, structure, and overall presentation of the assignment is expected to be to a professional standard. The assignment should be written in a concise, formal, business style with the use of headings, paragraphs and subsections.

The assignment should be saved in Word or PDF format and should include the Brighton School of Business and Management assignment front cover sheet.

You have been allocated six weeks for this assignment – please refer to your timetable issued on your enrolment day.

You can submit a draft assignment that should be near complete to your tutor no later than 7 days before the final assignment deadline date.

Following tutor feedback from your draft assignment you must submit your final version via Moodle no later than the deadline date shown in your timetable.

The final version of your assignment must contain the assignment front sheet.

If your final version is deemed a referral, it cannot be re-submitted unless agreed at an assessment board meeting.

Assignment Introduction

The assignment is aimed at providing you with an understanding of the role of marketing in an organisation and how marketing relates to the other departments in the business. You will also produce a marketing plan for an organisation and compare the elements of the marketing mix.

Learning Outcomes (LO)

LO1     Explain the role of marketing and how it interrelates 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.

LO3     Develop and evaluate a basic marketing plan.

Section 1 – Learning Outcome 1

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

           organisation.

Assignment Brief

Students should use their own employment context or that of an organisation they are very familiar with.

For students who are not able to do this, they should use the following scenario. Scenario

You are employed as a junior Business Development Manager in a business sector of your choice and have been asked to produce a briefing document for the senior management team.

Assignment Guidance – Briefing Document]

The purpose of the briefing document is to provide senior management with an overview of the role of marketing and how marketing interrelates with the other functional units in the organisation.

The briefing document should include an introduction to the business sector you have chosen or you are employed in or you are very familiar with.

In addition the briefing document should include the following information:

The concept of marketing and the current and future trends. An analysis of marketing in the external environment.

The role and processes of the marketing function in business

 

The different interrelationships between functional units and business

The briefing document will include the use of models, frameworks and tools for example:

PESTLE analysis – to identify and analyse the marketing macro environment factors

Marketing Mix – to explain the marketing process Marketing B2C – Business to Customer

Marketing B2B – Business to Business

The briefing document should be written in a concise, formal, business style with the use of headings, paragraphs and subsections.

The briefing document should contain information and detail to cover the assessment criteria and the essential content for this unit. In addition students should note the command verbs for the assessment criteria. A list to explain the command verbs can be found in the student study guide.

Learning Outcome 1 and Assessment Criteria

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 an

      organisation

D1 Critically analyse and evaluate the key elements of the marketing function and how they

       interrelate with other functional units of an organisation

Section 2 – Learning Outcome 2 and 3

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

Students should use their own employment context or that of an organisation they are very familiar with.

For students who are not able to do this, they should use the following scenario. Scenario

The senior management team were very pleased with the briefing document that was given to them and have asked you to produce a marketing plan for the organisation.

Assignment Guidance – A Single Marketing Plan

The marketing plan will provide the senior management team with information why a marketing plan is important to an organisation and will discuss the importance of monitoring and evaluation of the marketing plan.

The marketing plan will also contain information to provide the business with a comparison of the use of elements of the marketing mix to achieve overall business objectives.

The marketing plan should include all elements of the 7P’s marketing mix with an overview of the marketing planning process. The marketing plan should include an explanation of techniques used to evaluate and monitor marketing plans.

The document will include the use of models, frameworks and tools for example:

Marketing Mix 7P’s – to explain the marketing elements Market Segmentation and Target Markets

Marketing Strategy

The document should be written in a concise, formal, business style with the use of headings, paragraphs and subsections. A single (one) marketing plan should be submitted to cover the pass, merit or distinction grade. Please note it is the level of detail which will determine the grade achieved.

The marketing plan should contain information and detail to cover the assessment criteria and the essential content for this unit. In addition students should note the command verbs for the assessment criteria. A list to explain the command verbs can be found in the student study guide.

Learning Outcome 2 and 3 and Assessment Criteria

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 can be 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.

LO2 and LO3

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

Word count guideline: 1,000 - 1,250 words

To assist you with this process there are study guides for each of the learning outcomes. Where ever possible you should use practical examples to demonstrate your understanding of the subject.

Delivery

Delivery is by self study, online distance learning, with email and telephone support available from your Personal Tutor.

Guidance and advice on study techniques can be found on Moodle, and can be given by your Personal Tutor.

Guidance and advice on unit assignments can be found on Moodle.

Your Personal Tutor will also give you advice and guidance on format, structure, content, and give feedback on one draft per assignment.

Guidance on Grade Awarded

The final unit grade assessment is based on how well you have met the Learning outcomes and assessment criteria. We look primarily for evidence that you have

followed the assignment “instructions” and have responded to the assignment in a way that meets the specific outcomes / requirements / criteria.

We also look at the depth and breadth of your work: where we look for evidence of supplementary reading and research, appropriate examples, some “original” thought, a professional standard of layout, structure, and overall presentation in order to come to a decision about the actual grade.

Assessment guidance for the unit can be found on the Pearson web site as below

https://qualifications.pearson.com/en/qualifications/btec-higher-nationals/business-

2016.coursematerials.html#filterQuery=Pearson-UK:Category%2FSpecification

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