Unit 2 – Assignment on Marketing Essentials

Qualification Unit number and title
Pearson BTEC Higher National Diploma in
Business
Unit 2 – Marketing Essentials
Assessor name Student name
Date issued Completion date Submitted on Resubmitted on
Assignment Front Sheet
Assignment title Understanding the importance of Marketing planning
in today’s most competitive business context.
Learning outcome In this assessment you will have the opportunity to
present evidence that shows you are able to
LO1 Explain the role of marketing
and how it interrelates 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.
LO2 Compare ways in which
organisations use elements of the
marketing mix (7Ps) to achieve
overall business objectives
P3 Compare the ways in which different organisations apply
the marketing mix to the marketing planning process to
achieve business objectives.
LO3 Develop and evaluate a basic
marketing plan
P4 Produce a detailed, coherent evidence-based marketing
plan for an organisation.
LEARNER DECLARATION
I,............................................................................hereby confirm that this assignment is my
own work and not copied or plagiarized. All the sources, from which information has been
obtained for this assignment, have been referenced.
Further I confirm that, I have read and understood the IIS City Campus rules and regulations
about plagiarism and copying and agree to be bound by them.
Student’s Signature: ................................. Date: .......................................
If the assessor found the work has been plagiarized, Mark the percentage of
plagiarism:
Assessor’s signature: ................................. Date: .............................
Assessor signature Date
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Internal Verifier signature Date
Lead Internal Verifier signature Date
Assignment brief
Purpose of this assignment
The aim of this assignment is to provide an understanding and importance of marketing and
marketing plan in the present highly competitive business context.
Scenario
You are appointed as a Marketing Analyst of a Sri Lankan based company of your choice. You are
tasked to produce a detailed marketing report to the Board of Directors including the analysis of
the following components.
1. The basic marketing research needs to be taken place on competitors of the chosen
organization.
2. Section giving an overview of different marketing processes explaining the value and
importance of the marketing role in the context of the chosen organization.
3. Explanation of the role and responsibilities of marketing employees in the context of the
selected organisation.
4. Explanation on how marketing influences and interrelates with other functional
departments of the chosen firm.
5. Explain how the marketing mix and marketing process is used to achieve business
objectives relating to the chosen organization and its main rival.
6. Produce a marketing plan to meet strategic marketing goals and objectives. The
marketing plan should include all elements of 7Ps marketing mix with an action plan and
measures to monitor and evaluate the progress.
LO1 : Explain the role of marketing and how it interrelates with other functional units
of an organisation.
P1. Explain the key roles and responsibilities of the marketing function.
Theory: Briefly explain what is marketing, and the development of the marketing concept from
production orientation to marketing orientation.
Application:- Explain in detail the understanding of an importance and effective implementation
and of Marketing roles and responsibilities including B2C and B2B concepts in the organisation of
your choice.
M1 :- Analyse the roles and responsibilities of marketing in the context of the
marketing environment.
In order to attain M1, you need to further analyse, how your chosen organisation effectively
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handle challenges and mitigate risks in Marketing through studying external and internal
environmental factors, which can affect the function of the firm.
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.
Identify what are the functional areas available at the chosen organisation and analyse the
interrelationships between marketing and other functional units, and analyse why these
interrelationships are essential for the business to achieve organisational goals and objectives.
D1 Critically analyse and evaluate the key elements of the marketing function and
how they interrelate with other functional units of an organisation.
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives.
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
Application:- You need to compare two different organisations (one should be your chosen
organisation and other one can be the rival organisation) and apply how both the organisations
use or apply 7 Ps in their business.
M3:- Evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved.
In order to achieve M3 with the help of annual reports of respective organisations you need
identify what are the different strategies and techniques are in use under each “P” factors
towards achieving business objectives.
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.
D2 (L2 + L3) Design a strategic marketing plan that tactically applies the use of the
7Ps to achieve overall marketing objectives.
In order to achieve D2 you need to formulate certain strategies based of 7Ps, because 7Ps are
the essential factors, give / add value to our product / service. Therefore, you need to develop
Strategic Marketing Plan based on 7Ps. (you can also suggest some improvements or alterations
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in existing strategies, which are currently implementing at your chosen organisation)
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LEARNING OUTCOMES AND ASSESSMENT CRITERIA
PASS PAGE No MERIT PAGE No DISTINCTION PAGE No
LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation
P1 Explain the key roles and
responsibilities of 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.
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business 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.
D2 Design a strategic
marketing plan that tactically
applies the use of the 7Ps to
achieve overall marketing
objectives
LO3 Develop and evaluate a basic marketing plan.
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P4 Produce and evaluate a basic
marketing plan for an
organisation.
M4 Produce a detailed, coherent
evidence-based marketing plan for
an organisation.
D2 Design a strategic
marketing plan that tactically
applies the use of the 7Ps to
achieve overall marketing
objectives
Achievement Summary
PASS TICK MERIT TICK DISTINCTION PAGE No
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