Unit 2: Marketing Processes and Planning

This is an assignment brief for a Higher National Diploma in Business (Business Management) course. The student's name is Bui Thi Thu Phuong and the unit is Unit 2: Marketing Processes and Planning. The assignment is titled "The Marketing Concept Webinar" and is due on 25 March. The submission should be in the form of a 15-minute webinar delivered and recorded using supporting software, such as Zoom or Microsoft Teams. The assignment should be submitted as a recording in MP3 (or another suitable format) together with an accompanying transcript submitted as a word document. Alternatively, the submission can be completed as a face-to-face seminar/presentation that can be recorded using video. The student will explain the role of marketing and how it interrelates with other business units of an organization and develop transferable skills such as communication and critical thinking. The vocational scenario involves working as a Junior Marketing Analyst for a supermarket chain in Vietnam. The assignment activity involves being part of a webinar panel aimed at introducing marketing as an exciting career pathway and discussing the concept and role of marketing in the 21st century, roles and responsibilities in marketing, and how the marketing function works and interacts with other departments in the supermarket.

1
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Assignment Brief – BTEC (RQF)
Higher National Diploma in Business (Business Management)
Student Name/ID Number Bui Thi Thu Phuong
Unit Number and Title Unit 2: Marketing Processes and Planning
Academic Year 2021-2022
Unit Tutor Dr. Anh Truong
Assignment Title The Marketing Concept Webinar
Issue Date 21 February
Submission Date 25 March
Submission Format
The submission is to be in the form of a 15-minute webinar delivered and recorded
using supporting software, for example Zoom, Microsoft Teams. The assignment is
to be submitted as a recording in MP3 (or another suitable format) together with an
accompanying transcript submitted as a word document using 1.5 spacing and
appropriately titled and labelled. The transcript document will also be submitted into
Turnitin. Your research should be referenced using Harvard referencing system.
Alternatively, the submission can be completed as a face-to-face
seminar/presentation that can be recorded using video. The presentation will also be
submitted into Turnitin. Your research should be referenced using Harvard
referencing system.

2
Unit Learning Outcomes
LO1 Explain the role of marketing and how it interrelates with other business units of
an organization.
Transferable skills and competencies developed
 Articulating and effectively explaining information.
 Communication and listening, including the ability to produce clear, structured
business communications in a variety of media.
 Conceptual and critical thinking, analysis, synthesis and evaluation.
Vocational scenario
Organisation and Role

3
Choose a supermarket chain that has its business in Vietnam (e.g., AEON Vietnam,
LOTTE Mart Vietnam, Big C Vietnam (Tops Market), Co.opMart, Mega Market,
VinMart, etc.).
You are a Junior Marketing Analyst working in the Marketing Department of this
supermarket chain. Your role encompasses new product development, from initial
research through test trials in selected stores prior to full roll out. Your duties include:
 gather information on competitors in order to conduct analysis on their sales,
prices and methods of distribution and marketing to thoroughly learn about
the competition
 conducting research on marketing strategies and consumer opinions
 tracking and forecasting trends in sales and marketing, producing reports on
the results for management to inform their decision making
 collecting and analysing data on consumer preferences, demographics,
buying habits and needs, to better identify market potential and the factors
that influence product demand.
You report into a Regional Marketing Manager who, in turn, is line managed by the
Marketing Director.
Assignment activity and guidance
You have been approached by a national radio station, which has invited you to be
part of a webinar panel aimed at introducing its younger audience to marketing as an
exciting career pathway. As part of the webinar, you have been given a 15-minute slot
and have been asked to discuss and analyse the following areas:
• the concept and role of marketing in the 21st century
• roles and responsibilities in marketing, and the competencies required to succeed
• how the marketing function works and interacts with other departments in the
supermarket and how it supports the wider organisational context in terms of vision,
mission and purpose.
Providing critical reflection on, and insight into, the internal and external factors that
influence your role.
The radio station has asked you to pre-record the webinar presentation using a
suitable and appropriate format (for example MP3) and provide a full transcript.
Your task is to record the webinar and submit the accompanying transcript of the
webinar.

4
Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO1 Explain the role of marketing and
how it
interrelates with other business units
of an organisation
D1 Critically analyse the
external and internal
environment in which the
marketing function
operates
P1 Explain the
concept of marketing
and marketing
operations including
the different areas
and role of marketing.
P2 Explain how the
marketing function
relates to the wider
organisational
context.
M1 Analyse the role
of marketing in the
context of the
marketing
environment.
M2 Analyse the
significance of
interrelationships
between marketing
and other functional
units of an
organisation.
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STUDENT ASSESSMENT SUBMISSION AND
DECLARATION
When submitting evidence for assessment, each student must sign a declaration
confirming that the work is their own.
Student name:
Bui Thi Thu Phuong
Assessor name:
Truong Tran Tram Anh
Issue date:
21st February, 2022
Submission date:
25th March, 2022
Submitted on:
Programme:
Pearson BTEC Level 5 Higher National Diploma in Business (Business
Management)
Unit:
Unit 2: Marketing Processes and Planning
Assignment number and title:
MPP 1: The Marketing Concept Webinar (1 of 3)
Plagiarism
Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and
students who break the rules, however innocently, may be penalised. It is your
responsibility to ensure that you understand correct referencing practices. As a
university level student, you are expected to use appropriate references throughout and
keep carefully detailed notes of all your sources of materials for material you have used
in your work, including any material downloaded from the Internet. Please consult the
relevant unit lecturer or your course tutor if you need any further advice.
Student Declaration
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 signature: phuong Date:1/4
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Student Name/ID Bui Thi Thu Phuong
Unit Title Unit 2: Marketing Processes and Planning
Assignment Number 1 of 3 Assessor Truong Tran Tram Anh
Submission Date 25th March, 2022 Date Received 1 st Submission
Re-submission Date Date Received 2 nd Submission
Formative Feedback: Assessor to Student
Action Plan
Summative Feedback: Assessor to Student
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Grade: Assessor Signature: Date:
Resubmission Feedback:
Grade: Assessor Signature: Date:
Internal Verifier’s Comments:
Signature & Date:
Feedback: Student to Assessor
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Signature & Date:
* Please note that grade decisions are provisional. They are only confirmed once internal and external
moderation has taken place and grades decisions have been agreed at the assessment board.
Table of Contents
Introduction...............................................................................................................................
The concept of marketing and marketing operations..................................................................
Design........................................................................................................................................................................
Deliver........................................................................................................................................................................
Construction and development...................................................................................................................................
How the marketing function works and interacts with other parts of the supermarket and
how it supports the broader organizational context of vision, mission and purpose.....................
How it supports the broader organizational context of vision...................................................
...........................................................................................................................................Commit
..................................................................................................................................................................................
.............................................................................................................................Values of culture
..................................................................................................................................................................................
Improvement is ongoing..........................................................................................................................................
Desire to progress....................................................................................................................................................
It toward the neighborhood......................................................................................................................................
Conclusion...............................................................................................................................
Bibliography.............................................................................................................................
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Introduction
I am a Marketing Junior working in the marketing department of Coopmart supermarket chain.
Today I will organize a seminar to let everyone understand about marketing, its role and
relationship with other business units. Marketing is a social process through which people or
group of people obtain what they need by exchanging ideas and goods with each other. The
concept of market planning may be defined as the intent to identify, predict and satisfy the
customer’s demand in such a manner that producer makes a profit. In a simpler manner,
marketing can be explained as the amalgam of a controlled analysis of planning programs,
designing them and then, implementing them to achieve the targets of organizational objectives.
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The concept of marketing and marketing operations
1. Overview
To advertise products and services in the twenty-first century, marketers use both traditional and
digital platforms. Prior to the twenty-first century, businesses had little choice but to advertise
through traditional media such as newspapers, television, flyers, and radio to reach their target
clients. They concentrate on mass promotional campaigns to raise awareness in the target market
and persuade customer to purchase. With the advent of the internet, the concept of promotion
was shifted from advertising methods to marketing communication. Through search engines and
social media platforms, email, and content tactics, inbound marketing promotes two-way
interactive connection with a company and its customers. Sales promotion is still alive and well
in the twenty-first century, despite the shift to content marketing. To attract clients, large-scale
businesses still rely significantly on television and print advertising (ON24, 2020). To build the
correct brand image for their products, large-scale firms' marketers combine digital and
traditional marketing tactics. Small businesses with limited marketing expenditures, on the other
hand, use digital marketing strategies to attract more clients. Communication in the twenty-first
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century is a hybrid of traditional and digital methods. Organizations adjust their marketing
strategy based on the product kind, marketing budget, target market size, and prospective
customer consumption pattern.
The marketing position will be separated into three categories:
Design
 Create the appropriate proposals for the appropriate consumers. The conventional fields of
market research, product definition, and design are well-known to most businesses.
However, often individuals fail to make the dots between what they learn about their
consumers and the services they provide. The trick is to turn such insights into truly
differentiated proposals that consider product characteristics, brand, and the customer's
previous interactions with the organization. (Stratton, 2019)
 Pay attention to the complete customer journey. Recognize that associates connect with
many areas of the company at various contact points, such as purchasing, service, and
support, as well as improvements and reimbursements. The client experience is now more
important than ever thanks to a new set of tools and strategies
Deliver
 Engage the entire firm, from the executive to the front line, on delivering those proposals
at the lowest possible system cost. When buyers reject a company, the problem is frequently
with their product providing as well as its design.
 Value every user engagement. What customers tell others is the ultimate test of every
company's sales. Every day, the most successful businesses develop new ways to hear their
clients' actual voices.
 Assemble merge teams with members ranging from marketing to improve organisational
performance, and motivate them to deliver in sync, across the full customer satisfaction.
Construction and development
 Develop the ability to perform tasks repeatedly. Processes are developed by satisfaction
companies to keep the conversation going. They develop capacities for deliberate, quality
management, as well as control loops for detecting shifts in work engagement.
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 Ask a simple inquiry to the customer: "How likely are you to refer us to a friend or
colleague?" A one-question survey can be repeated frequently enough to offer detailed,
timely, and accurate data to CEOs and executive managers. The Net Promoter Score is
calculated by subtracting the percentage of unhappy customers (scores 0-6 out of 10)
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2. Roles and responsibilities in marketing, and the competencies needed to
succeed
To begin, create documentation and establish organizational and business values. Information
marketing's most significant purpose is to produce unique background content for each
organization or business. Each member of a company or organization is a smaller version of that
company or organization. As a result, businesspeople must work together and recognize their
role in establishing and maintaining company cultural norms. Using the "power of culture" to
establish a company reputation will pay off in the long term and save a lot of money. Create
transparent flow information as a second step (Kottler, 2021). Internal marketers are the
information hub for every company or organization. Because organizations and enterprises
generate a large amount of information on a daily basis, internal marketing will aid in the
connection between leaders and employees, making to be distributed to a wide range of
audiences. The data will aid leaders in synthesizing the business's operation model and capturing
employees' ideas and sharing. Lower- level employees have the opportunity to listen, address
questions, and feel their own worth, and their efforts are recognized, assisting in the
implementation of the technology operations and the reduction of individual tasks. Create
transparent flow information as a second step. Internal marketers are the information hub for
every company or organization. Because organizations and enterprises generate a large amount
of information on a daily basis, integrated marketing communication will aid in the connection
between superiors and subordinates, making to be distributed to a wide range of audiences. The
data will aid leaders in synthesizing the firm's operation model and capturing employees' ideas
and sharing. Lower-level people have the responsibility to listen, address questions, and feel
their own worth, and their efforts are recognized, assisting in the implementation of the
technology operations and the reduction of individual tasks. (Tam, 2019)
o Homicidal thoughts, corporate branding, and building: This is a vital job of the
Marketing department, as it helps to maintain the company's image consistent and
apparent to customers. Organizations will establish a position in the marketplace using
the Marketing department's function.
o Product development and research: The Sales department will assist businesses in
developing an effective repeat purchase plan that saves a lot of money by understanding
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their products and the needs of the consumer market.
o Developing and implementing marketing strategies: This is the job of serving the
customer in better understanding the company's products and services. Business
operations and efficiency are improved as a result of these tactics.
o Establishing media relations: This is a long-term brand-building strategy as well as an
emergency preparedness tool for firms. The purpose is to project a positive image of the
company to the general audience.
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o Monitoring each district's employees: The Marketing Department's responsibilities
include managing the department's staff, organizing work, checking, monitoring, and
assessing each employee's performance.
o Each strategy should be presented to the Board of Directors for approval: The Marketing
Department advises the Board of Directors on the path of brand promotion in order to
achieve the best consumer purchase efficiency. The department will work with other
offices throughout the company to deploy and distribute products and services in the
most eficient manner possible. (Brown, 2020)
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How the marketing function works and interacts with other parts of the
supermarket and how it supports the broader organizational context of
vision, mission and purpose.
1. How the marketing function work
a. Advertisement
Corporate image is increased through teaching target audiences about a particular company. It
starts by defining your image to prospective customers. This marketing function takes many
forms, and marketing teams personalize each one to a single product, service, or audience. Any
of the following tactics can be used for promotion:
 Marketing via email
 Television commercials on social media
 Brand management is a term that refers to the
 Trying to advertise on the internet or in print
 Marketing with content
 Collaborations between brands
 Events for Celebrity Endorsement
b. Sale
Selling is a promotional job that entails engaging with potential customers and following up on
qualified leads. Marketing experts must pursue sales leads with tact, since this aids in the
establishment of systems to potential clients. Successful marketers may promote their goods and
answer inquiries from potential buyers as their communication with them progresses. Effective
marketing strategies can help you set your company apart from the competition. Advertisers and
marketers could work together to figure out how to position a product in their market and sell it
to potential buyers. (Tam, 2019)
c. Product
The research, design, and enhancement of products or services are all part of brand managing. A
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entrepreneur's job in product management is to make sure that the final product fits the demands
of the consumer. This includes looking at the package's overall image, its utility, and how it's
delivered.
d. Pricing
A product's price is determined by a combination of cost and value considerations. Entrepreneurs
should aim to strike a balance between customers' perceptions of a product's worth and the real
cost of production. Such considerations would include prices set by the peers and the price that
customers may be willing to pay for your product. When determining how to price a services or
products, marketing specialists take various factors into account.
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e. Marketing information management
When you concentrate on data and knowledge, you may improve your marketing efforts. Data
such as consumer expectations and profiles must be collected and stored. This information is
frequently related to your target market for your products and services. Consider sharing your
data and results with other groups as well, since this can help the entire firm achieve business
goals.. (Kottler, 2021)
You can get useful information from a variety of marketing tools, including:
 Surveys/Online reviews
 Incursions on media platforms
 Reports on marketing
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How it supports the broader organizational context of vision
With a long-standing brand name, it is very necessary for marketing to affect the organizational
context when counting from 1989 to today through so many historical periods of forming a
Coopmart brand, in order to keep Sustainable brand, developing and expanding everywhere
depends in large part on the marketing department. Always bringing new things but satisfying all
the necessary elements for customers. Especially "potential customers". Marketing we will
support the group by learning what customers need, always innovating the way of marketing
every day to avoid boredom and can compete with other stores. other retail. (Stratton, 2019)
After the 6th Party Congress in 1989, the country's economy shifted from a subsidy mechanism to
a socialist-oriented market economy, making the old cooperative monetary system extremely
difficult to maintain and forcing mass dissolution. In this context, the People's Panel of Ho Chi
Minh City decided on May 12, 1989, to modify the Executive Management of City Trading Co -
operatives into the Ho Chi Minh City Buying and selling Cooperative Union - Saigon Co.op,
which would have two primary functions: doing business and organizing and mobilizing the
cooperative movement. Saigon Co.op is a business collaboration founded on the principles of
communal ownership, independent production and marketing operations, and self-reliance.
Between 1992 and 1997, as the Vietnamese economy grew, foreign investment funds poured into
the nation, forcing businesses to become more dynamic and inventive in order to grab economic
opportunities and gain management skills from external actors. To increase resources for its
development path, Saigon Co.op has begun forming cooperation with foreign enterprises. As one
of the few units with a direct import-export license from the city, Saigon Co.op's exportable
activities have grown rapidly, providing great efficiency and helping to establish the company's
status and position in both the international markets (ON24, 2020). Between 1992 and 1997, as
the Vietnamese economy grew, foreign investment funds poured into the nation, forcing
businesses to become more dynamic and inventive in order to grab economic opportunities and
gain management skills from external actors. To increase resources for its development path,
Saigon Co.op has begun forming cooperation with foreign enterprises. As one of the few units
with a direct import-export license from the city, Saigon Co.op's exportable activities have grown
rapidly, providing great efficiency and helping to establish the company's status and position in
both the international markets.
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 Commit
Patrons are attached to Co.opmart, and they are cared for with dedication and understanding. We
are constantly striving to improve in order to provide consumers and the community with delight
as benefits derived.
 Values of culture
Service that is committed
Our commitment stems from a strong desire to provide excellent service and a thorough grasp
of our clients' needs.
Improvement is ongoing.
To provide our consumers with susceptible to different, we are always developing our services
and goods.
Desire to progress
We strive for perfection in attempt to provide our consumers with the most potential
advantages.
It toward the neighborhood
We are continually striving for long project that benefits society.
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Conclusion
Through the application of effective and efficient marketing strategies, the company was able to
successfully launch its products in the market. In addition, the company has a vision of having a
positive impact on the planet, which increases its chances of attracting different groups of
customers to buy from its brands. Thus, it can be said that the marketing strategy in line with the
target can be seen as effective for the company.
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Bibliography
Brown, J., 2020. Here’s the Only Webinar Marketing Plan You’ll Ever Need. [Online]
Available at: https://learn.g2.com/webinar-marketing
Kottler, P., 2021. Marketing Management. [Online]
Available at: https://issuu.com/saflec/docs/final_marketing_management_powerpoint_presentation
ON24, 2020. Webinar Marketing Strategy Guide. [Online]
Available at: https://www.on24.com/webinar-marketing-strategy-guide/
Stratton, C., 2019. How to Create a Killer Webinar Marketing Strategy. [Online]
Available at: https://www.banzai.io/blog/webinar-marketing-strategy
Tam, T., 2019. Webinar Marketing Strategy – Our Ultimate Guide to Winning with Webinars. [Online]
Available at: https://www.radical-marketing.com/webinar-marketing-strategy-our-ultimate-guide-to-
winning-with-webinars/
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