logo

Unit 2 Marketing Essentials Assignment - Diamond Hotel

   

Added on  2020-10-22

43 Pages8003 Words450 Views
ASSIGNMENT 1PHAM NGO Y NHIGBD19907
Unit 2 Marketing Essentials Assignment - Diamond Hotel_1
ASSIGNMENT 1 FRONT SHEETQualificationBTEC Level 4 HND Diploma in BusinessUnit number and titleUnit 2 Marketing EssentialsSubmission date6 August 2020DateReceived1stsubmissionRe-submissionDateDateReceived2ndsubmissionStudent NamePham Ngo Y NhiStudent IDGBD19907ClassGBD0804AAssessor nameAlelie C. ZaragozaStudent declarationI 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 signatureGrading gridP1P2M1M2D11 | P a g e
Unit 2 Marketing Essentials Assignment - Diamond Hotel_2
2 | P a g e
Unit 2 Marketing Essentials Assignment - Diamond Hotel_3
Summative Feedback: ResubmissionFeedback:Grade:AssessorSignature:Date:InternalVerifier’sComments:Signature&Date:3 | P a g e
Unit 2 Marketing Essentials Assignment - Diamond Hotel_4
Assignment Brief (RQF)Higher National Certificate/Diploma in BusinessStudent Name/ID Number:Unit Number and Title:Unit 2 Marketing EssentialsAcademic Year:Unit Assessor:Alelie ZaragozaAssignment Title:Assignment 1 – The Roles and Responsibilites of MarketingIssue 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 acourse, formal business style using 1.5 lines spacing and font size 12. You are requiredto 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 4 | P a g e
Unit 2 Marketing Essentials Assignment - Diamond Hotel_5
exceeding the total word limit.Unit Learning Outcomes:LO1. Explain the role of marketing and how it interrelates with other functional units of an organization.Assignment Brief and Guidance:You are the Head of Marketing Department of Diamond Hotel. Your company is in a downturn situation andfacing many difficulties. In view of the situation, the Board of Directors is planning to cut down the costs as much as they can. One of their decision is to cut down the expenses, as well as the hurman resource for the Marketing Department as they think it’s not as important as the other departments in their business. A meeting will be held next week to finalize this decision. As the Head of the Marketing Department, you have to prepare a report, which will clarify the important role of the marketing department and its relationships with other department 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 thecontext of current marketing environment.3.The interrelationship between marketing function and other functional units of a business.4. You should also provide evidences (e.g. theories, data, examples) to support your ideas.Learning Outcomes and Assessment Criteria:Learning OutcomePassMeritDistinctionLO1 Explain the role of marketing and how it interrelates with other functional units of P1 Explain the keyrolesandresponsibilities of themarketing function.M1 Analyze the roles and responsibilities ofmarketing in the context of the marketing D1 Critically analyze and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organization.5 | P a g e
Unit 2 Marketing Essentials Assignment - Diamond Hotel_6
an organizationenvironment.P2 Explain how roles and responsibilities ofmarketing relate to the wider organizational context.M2 Analyze the significance of interrelationships between marketing and other functional units of an organization.Table of Contents6 | P a g e
Unit 2 Marketing Essentials Assignment - Diamond Hotel_7
Assignment Brief (RQF)..........................................................................................................................................................4Higher National Certificate/Diploma in Business...............................................................................................................4I.INTRODUCTION:..........................................................................................................................................................10II.METHODOLOGY:..........................................................................................................................................................10III.THE DEFINITION AND THE BASIC CONCEPT ABOUT MARKETING:...........................................................................101.Definition of Marketing:...........................................................................................................................................102.Basic Concepts about Marketing:............................................................................................................................112.1.Production Concept:........................................................................................................................................112.2.Product Concept:.............................................................................................................................................122.3.Selling Concept:...............................................................................................................................................122.4.Marketing Concept:.........................................................................................................................................132.5.Societal Marketing Concept:............................................................................................................................14IV.The key roles and responsibilities of marketing:......................................................................................................161.Marketing process:..................................................................................................................................................16a.Understand the Marketplace and Customer Needs:...........................................................................................16b.Designing a Customer-Driven Marketing Strategy:..............................................................................................17c.Preparing an Integrated Marketing Plan and Program:.......................................................................................18d.Building Customer Relationships:........................................................................................................................22e.Capturing Value from Customers:........................................................................................................................222.The Importance of Marketing:.................................................................................................................................223.Consumer Behavior:................................................................................................................................................23a.Definition of consumer behavior:........................................................................................................................23b.Model of Consumer Behavior:.............................................................................................................................23c.Characteristics Affecting Consumer Behavior:.....................................................................................................24d.Types of Buying Decision Behavior:.....................................................................................................................27e.The Buyer Decision Process:................................................................................................................................274.B2B and B2C:...........................................................................................................................................................285.Market Segmentation:.............................................................................................................................................30III.The interrelationship between marketing function and other functional units of a business:................................301.Marketing function:.................................................................................................................................................301.Organizational Structure of the Marketing Department:.........................................................................................322.Significance of interrelationships between marketing and other functional units of an organization:....................337 | P a g e
Unit 2 Marketing Essentials Assignment - Diamond Hotel_8

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Unit 1: Business and Business Environment Assignment Example
|30
|9352
|182

Unit 1: Business and Business Environment Solved Assignment
|26
|5089
|132

Unit 1 - Business and Business Environment Assignment Sample
|30
|6216
|85

Submission date Re-submission Date Student Name Assignment 2022
|20
|4990
|13

Business and Business Environment Unit 1: Assignment Submission
|31
|9324
|127

Assignment on Diploma in Business (PDF)
|22
|5343
|35