Assignment Brief
U2/ME/SEPT20 1
| STUDENT | NAME | AND | ID |
| NUMBER |
Qualification Pearson BTEC Level 4 Higher National Certificate and Level 5
Higher National Diploma in Business management
Academic Year Sept 2020- August 2021
| Unit Number & Name Unit Leader |
Unit 2: Marketing Essentials Mr. Peter Emelone |
Unit Lecturer Peter Emelone, Dr. Shalini Srivastava, Dr. Isaack Okwaro;
Shivani Mehta; Farhan Qureshi; Jameel Qadri; Elly Nmecha;
Ali Usman
Assignment Title Understanding Marketing
Type of Assignment Business Report
Weighting 100%
Issue Date Week Commencing 09/11/2020
Formative Submission Date 29/11/2020
(By 23:59 using Formative submission link on Moodle)
Summative Submission Date 11/12/2020
(By 23:59 using Summative submission link on Moodle)
Assessor Peter, Dr Try, Farhan, Carolina, Elly,Martins
IV Mr. Arun Chalise
Assignment Brief
U2/ME/SEPT20 2
Student Declaration
| This is to confirm that this submission is my own work, produced without any external help except acceptable support from my lecturer. It has not been copied from any other person’s work (published or unpublished), and has not previously been submitted for assessment either at GBS or elsewhere. I confirm that I have read and understood the ‘GBS Academic Good Practice and Academic Misconduct: Policy and Procedure’ available on Moodle. |
| I confirm I have read and understood the above Student Declaration. |
| Student Name (print) |
| Signature |
| Date |
Assignment Brief
U2/ME/SEPT20 3
| Learning Outcome |
| LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation. |
| Assignment Brief and Guidance |
| Section 1 – Marketing and its interrelations with other functions Scenario and Activity As a trainee marketing officer, you have been assigned to assess the different marketing functions within an organization and how they integrate with others to develop a sustainable marketing strategy for an organization of your choice.( your own work place is preferred if appropriate). The report should consist of a brief overview of the current market trends, concepts and the key marketing functions within the organization selected. The report should further illustrate how marketing interrelates with other functional areas within the business organization. Your report should cover the following: 1. Introduction to the marketing trend and concept adopted by the chosen organization. 2. Identify the key marketing functions and analyze their roles and responsibilities in the given organizational context. 3. Analyze how they interrelate with other functions of the organization. 4. Critically analyse and evaluate the significance of the marketing functions and how they interrelate with other organizational functions in meeting common goals. Submission format (Formal Report) A completed marketing plan in report format. The recommended word limit is 1,000 words. Assignment Submission Format (Formal Report Structure) Use a cover page, Title Page, Contents page for the report The main body of the report should be concise, formal business report. Use at least 1.5 spacing and Times New Roman/ Arial font size 12. Use headings, paragraphs, and subsections as appropriate. Support the work with research, in-text citations, as well as statistics when relevant Provide Conclusion, evaluation, and recommendation |
Assignment Brief
U2/ME/SEPT20 4
| Use Appendices (if any) Use the Harvard Referencing Style for intext citation and reference list. Provide a reference list using the Harvard referencing system. Respect the word limit of 1,000 words (+/- 10%) excluding the cover page, contents. Note: Your submission will be word-processed, written work with clear indication of: the unit number and title, the relevant task being addressed, your name and registration number. |
| Section 2 – Marketing Plan |
| 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 Scenario and activity (Report and Market plan) |
| Scenario and Tasks As a trainee marketing officer for the chosen organization, you are required to develop a Marketing Plan based on the secondary research on the market your organization is operating. Produce a detailed, coherent evidence-based and strategic marketing plan for the organization which should include the following as minimum: 1. Select a product/products of the company you have chosen for a marketing plan 2. Develop marketing objectives. 3. Conduct evidence based market scan for your product/products. 4. Develop effective market strategy to achieve the objectives which should include the following: i. Strategy over 7 Ps of marketing for the chosen product/products. Compare and evaluate them with a competitive product. ii. STP analysis. 5. Plan for resource utilization including budgets. 6. Monitoring & Control plan 7. Summary Submission format (Formal Report) A completed marketing plan in report format. The recommended word limit is 2,000 words. Assignment Submission Format (Formal Report Structure) Use a cover page, Title Page, Contents page for the report The main body of the report should be concise, formal business report. Use at least 1.5 spacing and Times New Roman/ Arial font size 12. |
Assignment Brief
U2/ME/SEPT20 5
Use headings, paragraphs, and subsections as appropriate.
Support the work with research, in-text citations, as well as statistics when relevant
Provide Conclusion, evaluation, and recommendation
Use Appendices (if any)
Use the Harvard Referencing Style for intext citation and reference list.
Provide a reference list using the Harvard referencing system.
Respect the word limit of 2,000 words (+/- 10%) excluding the cover page, contents
page, list of references and appendices.
Note: Your submission will be word-processed, written work with clear indication of: the unit
number and title, the relevant task being addressed, your name and registration number.
Assignment Brief
U2/ME/SEPT20 6
| Specification of Assessment Criteria | ||
| Pass | Merit | Distinction |
| LO1 Explain the role of marketing and how it interrelates with 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 |
|
| 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. |
|
| LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives |
LO2 & 3 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 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. |
Assignment Brief
U2/ME/SEPT20 7
| Academic Honesty and Avoiding Academic Misconduct |
| Every student of GBS is expected to act with integrity at all times in relation to the production and presentation of their academic work. Academic integrity is central to academic and professional life and requires that students are honest and responsible in acknowledging the contributions of others in their work The GBS Academic Good Practice and Academic Misconduct Policy and Procedure provides definitions and examples of the types of academic misconduct; procedures followed and penalty tariffs applied when cases of academic misconduct have been raised. The policy can be found here. Academic misconduct is easily avoided by ensuring appropriate referencing conventions are followed. Pearson has developed Guidelines on Harvard Referencing which are available in Academic Support Area for Students on Moodle (VLE) as well as on respective unit pages. https://globalbanking.getmoodle.net/pluginfile.php/29018/mod_resource/content/1/GBS%2 0Academic%20Misconduct%20Policy%20V2.3.pdf If you are concerned about referencing techniques, please draw the matter to your Unit Lecturer or Academic Support Team on academicsupport@globalbanking.ac.uk so that you may receive extra advice. Group coursework has been designed so that the contribution of each student is identifiable but please note that inclusion of plagiarised material is still the responsibility of the whole group. All members of the group should exercise vigilance to ensure that work is properly referenced. In group-work, students have a shared responsibility for the assignment. |
Assignment Brief
U2/ME/SEPT20 8
Core Textbooks
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. 7th Ed.
Maidenhead: McGraw-Hill.
KOTLER, P. and ARMSTRONG, G. (2013) Principles of Marketing. London: Prentice Hall.
MCDONALD, M. and WILSON, H. (2011) Marketing Plans: How to Prepare Them, How to
Use Them. 7th Ed. Chichester: John Riley and Sons.
Journal
Journal of Marketing
Harvard Business Review
Websites
American Marketing Association
Chartered Institute of Marketing (UK)
www.ama.org
www.cim.co.uk
Recommended Resources