Assignment on Diploma in Business (PDF)

ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Essentials
Submission date 10/08/2021 Date Received 1st
submission
Re-submission Date Date Received 2nd
submission
Student Name Ho Pham Linh Nhu Student ID TBS21010
Class GBS0908A Assessor name Nguyen Thai Nguyet Thanh
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I
understand that making a false declaration is a form of malpractice.
Student’s signature
Grading grid
P1 P2 M1 M2

❒Summative Feedback: ❒Resubmission Feedback:
Grade: Assessor Signature: Date:
Internal Verifier’s Comments:
Signature & Date:

Assignment Brief (RQF)
Higher National Certificate/Diploma in Business
Student Name/ID Number:
Unit Number and Title: Unit 2 Marketing Essentials
Academic Year:
Unit Assessor:
Assignment Title: Assignment 1 – The role and responsibilites of Marketing
Issue Date:
Submission Date:
Internal Verifier Name:
Date:
Submission Format:
The submission is in the form of an individual written report. This should be written in a course, formal
business style using 1.5 lines spacing and font size 12. You are required to make use of headings,
paragraphs and subsections as appropriate, and all work must be supported with research and
referenced using the Harvard referencing system. Please also provide a bibliography using the
Harvard referencing system. Any suspicions regarding plagiarism will lead to failure in results of the
assignment. The recommended word limit is 2,000 words, although you will not be penalized for
exceeding the total word limit.
Unit Learning Outcomes:
LO1. Explain the role of marketing and how it interrelates with other functional units of an organisation.
Assignment Brief and Guidance:
You are the Head of Marketing Department of Company X. Your company is in a downturn situation
and facing many difficulties. Hence, the Board of Director have been trying to cut down the costs as
much as they can. One of their decisions is to cut down the expense as well as human resource for
Marketing function as they think it’s not as important as the other functions in their business. A meeting
is held next week to finalise this decision, as the head of Marketing Department, you have to prepare a

report, which clarify the important role of Marketing function and its relationships with other functions of
the company, in order to persuade the BOD to change their decision.
In this report, you should be able to address the following subjects:
1. The definition and basic concepts about marketing.
2. The key roles and responsibilities of the marketing function in organizational context and in the
context of current marketing environment.
3. The interrelationship between marketing function and other functional units of a business.
You should also provide evidences (e.g. data, examples) to support your ideas.
Learning Outcomes and Assessment Criteria:
Learning Outcome PassMerit Distinction
LO1 Explain the role of
marketing and how it
interrelates with other
functional units of an
organisation
P1 Explain the key roles
and responsibilitiesof
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
an organisation.

Table of Contents
Introduction: 6
Scope of Assignment 6
Structure Format 6
Definition and Basics Concepts of Marketing: 6
Overview of Marketing 6
Marketing Core Concepts7
Needs, Wants and Demands7
Marketing Offers: Product and Service 8
Customer Value and Satisfaction 8
Exchange, Transactions and Relationships9
Marketing Development Path 10
General Development 10
Evaluation in Managerial Context 10
Key Roles and Responsibilities of Marketing: 12
Marketing Process in Organizational Context 12
The Essentials of Marketing in Current Environment Context and Applications14
Digital Age 14
Globalization 15
Consumption Trend 15
Ethics Demand 16
The Interrelationship between Marketing Department and Other Functional Units: 16
Dependency Relationships17
The Matter of Potential Conflicts18
Conclusion 19
References: 20

1. Introduction:
1.1. Scope of Assignment
As we all know, our Firm, X, is going through a recession and facing many difficulties.
Although the Board of Directors has tried to cut costs as much as possible, it has raised one
serious controversy surrounding the recommendation to cut cost and human resources of the
Marketing Department as they thought it was not important as others. The below paper is the
representative for the Marketing Team to persuade the Board to make wiser consideration in the
upcoming meeting. Here, we offer some analysis to help clarify the important role of Marketing
functions. Moreover, we also illustrate the potential needs of the interrelationships between
these essential functions and others.
1.2. Structure Format
The format of the material is the definition and basic concepts of Marketing at first. Then,
we will go through the key roles and responsibilities of the Marketing function in today's
organizational and business environment. At last, it would be the relationship between the
Marketing and other functional departments of the company. In addition, we also give you some
evidence (such as data, examples) to support the above ideas.
2. Definition and Basics Concepts of Marketing:
2.1. Overview of Marketing
From the view of AMA (2017), “Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.” Besides that, according to Kotler and Armstrong (2004),
they summed the “Marketing” up to the brief “Managing profitable customer relationships.”
Typically, marketing practices are targeted at specific audiences and may include celebrity
endorsements, catchy phrases or slogans, memorable packaging or graphic designs, and
general media exposure.