Marketing Concept Webinar: Unit 2 Marketing, HND Business(RQF)

This assignment is a transcript of a 15-minute webinar presentation by a Junior Marketing Analyst from a supermarket chain (Coopmart) in Vietnam. The presentation covers the concept and role of marketing in the 21st century, marketing roles and responsibilities, the competencies required for success, and how the marketing function interacts with other departments within the supermarket to support the organization's vision, mission, and purpose. It also provides critical reflection on internal and external factors influencing the role of marketing. The webinar discusses the shift from traditional to digital marketing, the importance of customer engagement, and the development of organizational values and transparent information flow. It emphasizes the need for businesses to understand customer needs, design appropriate proposals, and engage the entire firm in delivering value to customers.

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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Assignment Brief

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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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