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(Doc) The key roles and responsibilities of the marketing function

   

Added on  2021-06-30

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1 ASSIGNMENT 1 FRONT SHEET Grading grid Qualification BTEC Level 4 HND Diploma in Business Unit number and title Unit 2 Marketing Essentials Submission date 18thMar 2020 Date Received 1stsubmission18thMar 2020 Re-submission DateDate Received 2ndsubmissionStudent Name NGUYEN NHUT HAO Student ID BSAF190022 Class BSBF20011 Assessor name TRAN THANH BICH TRA 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 HAO P1 P2 M1 M2 D1 Achieved Achieved Achieved Achieved Unachieved

2 Nominative Feedback: ResubmissionFeedback:The assignment has fully achieved all necessary requirements, demonstrating the student’s understanding of the topic and relevant key concepts and theories. Assignment’s advantages and disadvantages -The key roles and responsibilities of the marketing function are well defined (P1) -Roles and responsibilities of marketing relate to the wider organisational context have been demonstrated, including the impact of micro and macro environment, the role and function of internal departments and their interrelationship with marketing (P2) -The roles and responsibilities of marketing in the context of the marketing environment are demonstrated in detail (M1) -The significant interrelationship between marketing and other functional units are well analysed (M2) -The student has shown his further individual analysis of the topic, which is a plus. -The paper is well structured, well contented, showing good writing and research skill. -Reference list is fully equivalent to Harvard Reference System. -A bit less in-text citation as well as resources. -Hard-to-read sentences at some points: complex sentences make reader difficult to understand what an author want to express It would be improved if: -Reference sources need adding more to increase conviction. -Split the complex sentences using suitable punctuation to over come hard-to-read errors. -The student is encouraged to complete D1 criteria. Grade: MERIT Assessor Signature: TRATTBDate: 07thApril 2020Internal Verifier’s Comments:Signature & Date:

3 Contents Task 1. Explan the key roles and responsibilities of the marketing funtion:........................................................ 4 1) Marketing concepts:........................................................................................................................................... 4 1.1 Definitions:.................................................................................................................................................... 4 1.2 Nature of marketing:.................................................................................................................................... 5 1.3 The marketing orientation development:................................................................................................... 5 2) External environment impacts upon marketing activity:............................................................................... 6 2.1 Micro factor:................................................................................................................................................. 6 2.2 Macro factors:............................................................................................................................................... 6 3) The role and responsibility of marketing:........................................................................................................ 7 Task 2. Explain how roles and responsibilities of marketing relate to the wider organisational context:......... 9 1) Marketing as a business function:..................................................................................................................... 9 2) The different roles of business units and the interrelationships between these functional units and marketing:............................................................................................................................................................. 12 2.1 The role of business units:.......................................................................................................................... 12 2.2 The interrelationship between marketing function and other functional units of a business:............ 12 References.................................................................................................................................................................. 15

4 Introduction I am the Head of Marketing Department of Company X. Because my 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 resources for Marketing function as they think it’s not as important as the other functions in their business. Therefore, a meeting is held next week to finalise this decision. So as the Head of Marketing Department, I will 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. Task 1. Explan the key roles and responsibilities of the marketing funtion: 1) Marketing concepts: (Phuong Thao, 2018) 1.1 Definitions: There are many marketing definitions by different organizations: Marketing is the management process which identifies, anticipates, and supplies custmer requirements efficiently and profitably (UK Chartered Institute of Marketing). Marketing is the process of planning and executing the conception, pricing, pro-motion and distribution of ideas, good and services to create exchange and satisfy individual and organisational objectives (American Marketing Association 2004). Commented [D1]: Vocab: “explain”, “function” P1, achieved!

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