M1 Analyse the roles and responsibilities of marketing

Assignment Cover Sheet
Qualification Unit number and title
BTEC HND in Business Management- Level 5 Unit 02: MARKETING ESSENTIALS
Student name Module Tutor
J A Thiyopilas G S Sylvester
Learning Outcomes Date issued Deadline Submitted on
LO 1 Saturday, 25 April 2020 Friday,22 May 2020 (Before
10.00am) 22/05/2020
Assignment title Marketing Concepts and Interrelationships
In this assessment you will have opportunities to provide evidence against the following criteria. Indicate the page
numbers where the evidence can be found for each criterion.
Criteria
reference To achieve the criteria the evidence must show that the
student is able to: Evidence
(Page no.)
P1 Explain the key roles and responsibilities of the marketing function 6
M1 Analyse the roles and responsibilities of marketing in the context of the
marketing environment. 8, 9
P2 Explain how roles and responsibilities of marketing relate to the wider
organisational context. 7
M2 Analyse the significance of interrelationships between marketing and
other functional units of an organisation 10, 11
D1
Critically analyse and evaluate the key elements of the marketing
function and how they interrelate with other functional units of an
organisation.
12
Student declaration
I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.
Student signature: Thiyopilas Date:22/05/2020
1

Qualification BTEC Higher National Diploma in Business
Level 05
Batch No BATCH 08
Module Name Marketing Essentials
Module Number M2U2
Name of Candidate Joseph Anthony Thiyopilas
Candidate No. HND908032028
Submission Date 22/05/2020
Word Count 2,048
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Table of Contents
No. Description Pg.
1.0 Introduction 4
2.0 Marketing concepts and benefits
2.1 Marketing Concept
2.2 Benefits of Marketing
5
5
5
3.0 The key roles and responsibilities of the marketing function
3.1 Key Roles of marketing
3.2 Key Function of marketing
6
6
6
4.0 Roles and responsibilities of the marketing relate to the wider
organisational context
7
5.0 The roles and responsibilities of the marketing in the context of the
marketing environment
5.1 Marketing Environment
5.2 Micro Environment
5.3 Macro Environment
8
8
8
9
6.0 The significance of interrelationships between marketing and other
functional units of an organisation
6.1 The Relation with HR department
6.2 The Relation with Finance department
6.3 The Relation with Production department
6.4 The Relation with Research and Development department
6.5 The Relation with Information Technology department
10
10
10
11
11
11
7.0 The key elements of the marketing function and how they
interrelate with other functional units of an organisation
12
Conclusion 13
References 14
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1.0 - Introduction
According to The Charted Institute of Marketing (2015), marketing is the
administration strategy answerable for organised, foreseeing and fulfilling
consumers' requirements profitably. However ‘Marketing is connecting with
consumers and overseeing profitable consumer connections. The point of
marketing is to make value for consumers to catch value from the consumer in
return’, which is mentioned in Philip, Gray and Marc (2018). But according to
Alexandra (2020) Marketing alludes to exercises an organisation attempts to
advance the purchasing or selling of a product or service. Marketing incorporates
marketing, selling, and conveying items to customers or different businesses.
The current Covid-19 pandemic has profoundly impacted the current markets.
People and consumers are facing difficulties to get goods and services.
Nowadays all trying to obtain products and services online or by making phone
calls. So all business organisations must provide a delivery system in healthy and
safe, to retain and gain consumers. Examples, Uber, Pickme, etc.
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2.0 - Marketing Concept and Benefits
2.1 Marketing Concept
The marketing concept is a management theory that is accomplishing
hierarchical merchandise rely upon knowing the necessities and wants of the
target market and conveying the ideal fulfilment better than rivals do. There are
three primary marketing goals which are, knowing the obligations and wants of
target markets, expressing the deceived satisfaction and better than competitors
do. The organisations or companies which follow this concept are known as
marketing-oriented companies. These companies or organisation earn profit
through consumer fulfilment or satisfaction.
Customer Orientation - All exercises of the organisation ought to be engaged will
giving consumer satisfaction/delight.
Integrated Effort - All staff should acknowledge moral duty on consumer loyalty,
which are collaboration and coordination.
Goal achievement - The conviction that corporate objectives can be
accomplished by pleasuring and fulfilling clients.
5
Marketing
Concept
Intergrated
Effort Goal Achievement
Customer
Orientation

2.2 Benefits of Marketing
There are several benefits of marketing, which are expanded visibility of your
brand, Develops enduring organisations with your clients, Improves brand
mindfulness and acknowledgement, Creates reliability and trust, with both your
present clients and prospects and Helps your client travel through the buy choice
all the more rapidly.
3.0 - The key roles and responsibilities of the marketing function
3.1 The key parts of the marketing function
There are several key roles in marketing. They are making and hold clients,
finding new markets, giving pertinent data, offering accommodation, making
affiliation and including value, create and keep up brand and stakeholder value,
recognize market drifts and advise business dynamic and monitor the
environment and act to stay competitive.
3.2 Key functions of Marketing
Critical features of marketing are; extension between the client and the
organisation, sway on organisation execution connect to vital arranging,
developing up the suitable marketing mix – 7P's, cross-functional working –
working and liaising with other departments, gathering and actaulize data,
separating a product or service from contenders and developing and
implementing the marketing plan.
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4.0 - Roles and responsibilities of marketing relate to the wider
organisational context
Marketing alone can't make prevalent client value. Under the broad essential
arrangement, marketers must work intimately with different departments to shape
a sturdy interior organisation value chain. Inside every organisation unit,
increasingly planning happens. The major functional departments in every group
must cooperate to achieve vital objectives. A value chain is the arrangement of
departments that total value doing exercises to design, produce, market, deliver,
and support the association's products. Success relies upon how well every
department plays out its work of including client worth and how well the exercises
of different departments are facilitated.
As Lewis (2013), mentioned, there is a nearby connection between marketing
function with other functions in an organisation. The interrelationship between
marketing functions and other authoritative functions can be clarified as, the
marketing functions are a piece of a business organisation and along these lines,
different offices and functional units are associated with one another. This can be
clarified as marketing functions are expected to back up by the other operational
branches of the organisation also to perform successfully. On the off chance that
a business organisation needs to plan and organisation a marketing plan, at that
point they require the backing of commercial division of the organisation, human
asset office, deals office and creation office. Further, if the marketing group of
Coconut joy needs to offer a rebate offer on the mass acquisition of the item, for
example, purchase two get one free plan, at that point, the marketing group
needs to speak with fund and creation branch of the organisation at first. The
marketing functions are discrete elements in business organisation however,
every office and service in an organisation I connected for expanding the benefit
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of the organisation. The primary purpose of marketing is to build the gainfulness
by expanding the deals of the organization, along these lines it tends to be
accomplished with the investment of the considerable number of branches of the
organisation at the same time.
5.0 - The Roles and Responsibilities of marketing in the context
of the marketing Environment
Marketing Environment is the mix of external and internal factors and powers
which influence the organisation's capacity to build up a relationship and serve its
customers. The marketing environment of a business comprises of an internal
and external environment. The internal environment is organisation explicit and
incorporates proprietors, labourers, machines, materials and so forth. The
external environment is additionally isolated into two components: micro
environment and external environment.
5.1 Internal Environment
The internal environment is heavily influenced by the marketer and can be
changed with the changing outer condition. In any case, the internal marketing
environment is as significant for the business as the external marketing. This
environment incorporates the sales department, the marketing department, the
manufacturing unit, the human resource unit, and so on.
5.2 Micro Environment
Micromarketing is where little gatherings of people having determined
requirements for items inside a market are focused on. The advertising efforts
that are a piece of the organised scale marketing strategy are concentrate
towards an incredibly explicit gathering of clients. It ought to be the obligation of a
business to organise the exciting highlights that organise the objective collection.
Along these lines, it ought to adjust its advertising effort as indicated by this pre-
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organised gathering of clients. In micro-advertising, the attention is on the
exercises completed by singular firms, for example, distinguishing the
prerequisites of buyers and giving their items to those buyers to satisfy their
necessities. Organised scale advertising focuses on a significant degree on
examining to appreciate the essential needs of clients. These necessities can be
fulfilled by considering the four Ps – product, price, place and promotion.
5.3 Macro Environment
The Macro marketing system is one that sees the marketing strategy all in all. It is
significant for all parts of a business, including the connection between the
creative strategy and the client just as the worldwide buy conduct. The extent of
macro marketing is, in every case wide, i.e., it focuses on those perspectives that
broaden a lot farther than the size of organised scale marketing. The large scale
marketing system is worried about issues integral to the market and society. The
marketers commonly consider it, as a strategy through which they can assess the
chances and confinements of marketing.
Full-scale marketing functions include eight exercises – purchasing, selling,
putting away, shipping, financing, organising and positioning, facing challenges
and sharing business sector data. These exercises are done to offer the products
and ventures required by the general public.
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6.0 - The significance of interrelationships between the
marketing function and other functional units of an organisation
Marketing functions relate with various different services of business
organisation, such as research and development, finance, production/ operation,
human resource management, information technology (IT) etc. however these
are the exercises which go under the way toward marketing process. The idea of
marketing functions relate to other functional units are:
6.1 The relation with the HR Department:
The HR department consistently builds up the exactness and the profitability of
any department and helps any department in social occasion understanding
through instructional courses. All together for the marketing department to have a
solid group, the relations between both marketing and HR departments must be
strong.
6.2 The relation with the Finance department:
Money is an essential factor in each process and each organisation. The finance
department underpins the marketing department with a lot of insights and a lot of
important data concerning the moderate costs that the client expects for a
product. That is notwithstanding the assets it provides for the marketing
department to create advertisements, fliers, packaging designs, logos and
everything that worries the organisation. The Finance department is viewed as
the foundation of the organisation according to all marketers.
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6.3 The relation with the Production department:
The marketing department consistently accumulates data about the necessities
of the customers and reviews the individuals about the quality, the expense, and
the value of the products and henceforth reports the data back to the production
department so as to produce what individuals need with a sensible cost. Through
the studies, the marketing department likewise organise the things that
individuals don't care for about the item which enables the production department
to improve the product's quality of the marketing department.
6.4 The relation between Research and development (R&D)
department
This department is liable for looking at researching new needs of the client and
developing quality products which can carry an association to reach and procure
an elevated level of benefits and achievement. The R&D department profoundly
examinations that data which is gathered by the marketing department for better
development of business substance (Cummings and Worley, 2014). The
coordination among marketing and R&D department helps organisations' goals
and objectives.
6.5 The relation with Information Technology (IT) department
The advantages of digital marketing are difficult to deny. It's savvy and can
contact a massive crowd through exact focusing on. At no other time has it been
so easy to get the organisation’s message out! However, the intricate details of
digital marketing aren't as simple as they sound. Likewise, with any activity,
having the correct apparatuses available to the organisation is a large portion of
the fight. In any case, even with the proper instruments close by, would
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organisation say organisations are truly augmenting their latent capacity?
Possibly it's an excellent opportunity to consider an association with a top-level;
IT support team for marketing to assist you with benefiting from your instruments.
Interix gives IT answers for the marketing department.
7.0 - The vital elements of the marketing function and how they
interrelate with other functional units of an organisation
According to the perception of Baker (2014), marketing is that primary purpose of
business endeavour which encourages it in advancing business items and
administrations with the goal that most extreme number of the client will get
pulled in towards it. There are two significant components of marketing which are
product development and market research. Based on directed research,
marketing group gathers enlightening information concerning advertise patterns
and client needs which ought to be organised underway function for the better
item or administration advancement. In right now, the client likes to move to those
organisations which help out most recent market patterns. The best element of
previously mentioned segments is that they interrelate with one another. For
instance, market research helps R&D group in deciding the market prerequisites
with the goal that essential changes can be made in the creation strategy, and
association can deliver top-notch business items or administrations for its
objective clients.
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Conclusion
By summering this assignment, it has been presumed that marketing is a most
essential function of the business endeavour as it helps element in advancing just
as organising its business picture in the commercial severe centre. There are
distinctive marketing roles and responsibilities like market research, brand
management, advancement, promotion, item improvement, etc. By satisfying
these marketing roles oversee can contribute a great deal in achieving business
destinations as marketing corporate with all business functions for better
associational development. The marketing mix is the most significant idea which
ought to be trailed by your goal for achieving the upper hand in the commercial
centre. Aside from this, a business venture can take help of a clear marketing
plan for accomplishing its marketing goals in best just as in a systematic way.
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Referencing
 Charted Institute of Marketing (2015) Marketing and the 7Ps.
 Philip, K., Gray, A. and Marc, O, O. (2018) Principles of Marketing, 17th
edition, Harlow, United Kingdom: Pearson Education.
 Lewis, B.R., (2013). Customer care in service organisations. Marketing
Intelligence & Planning.
 Sylvester, GS, (2014) “Preliminary Certificate in Marketing” Study text.
 Cummings, T.G. and Worley, C.G., (2014) Organisation development and
change. USA: Cengage Learning.
 Pike, S., (2015). Destination Marketing: Essentials. Rutledge.
 Baker, M.J., (2014) Marketing strategy and management. UK: Palgrave
Macmillan.
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