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Unit 2 Marketing essentials

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Unit 2 Marketing essentials introduction

Unit introduction

This unit is designed to introduce students to the principles of marketing, enabling them to develop a basic marketing plan and to employ elements of the marketing mix to achieve result. While they will learn the underpinning theories and frameworks, they will also be able to relate these to real-world examples, including products/services that they encounter in their own daily lives.

Organisations such as apple, Google, VISA, Burberry, Zara, Cadbury, Nestle, Unilever, Coca-Cola, Unicef, BP and small local businesses all have at least one thing in common: they all use marketing to influence us to engage with their products and/or services. Whether it is becoming a loyal customer buying a product and services or donating to a charity, Organisations use a range of marketing techniques and tools to inform and influence us.

The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities; whether setting up their own business or being employed by an organization.

Unit 2 Marketing Essentials

Indicative content Unit 2 Marketing essentials

LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation

Definitions and the marketing concept:

  • Definitions of marketing and the nature of marketing.
  • The development of the marketing concept, including current and future trends. How the external environment influences and impacts upon marketing activity.

The role of marketing:

  • The structure and operations of marketing departments.
  • Overview of marketing processes that include analysis, strategic planning and the marketing mix.
  • The different roles of marketing within both a B2C and B2B context.

The interrelationships of functional units:

  • Marketing as a business function.
  • The different roles of business units and the interrelationships between these functional units and marketing.

LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives

The 7Ps marketing mix:

  • Product: Differences between products and services, importance of brands, product development and product lifestyle.
  • Price: Pricing context, pricing strategies and tactics.
  • Place: Channel management, supply chain management and logistics.
  • Promotion: Integrated communication mix and promotional tools.
  • People: The different roles of ‘people’ in marketing, including customer interfacing and support personnel. The different skills, attitudes and behaviour of people delivering the product or service to customers.
  • Physical evidence: The tangible aspects of service delivery − visual, aural and olfactory elements.
  • Process: Systems and processes involved in delivering a consistent service. Different types of processes used to expedite the marketing function.

Achieving overall business objectives:

  • The shift from the 4Ps to the 7Ps and the significance of the extended marketing mix.
  • An overview of the marketing planning process (Analysis, Planning, Implementation and Control) and marketing strategy.
Essential Unit Contents

LO3 Develop and evaluate a basic marketing plan

Marketing planning:

  • The importance and value of marketing plans.
  • The links between marketing plans, marketing objectives and marketing strategies.
  • Evaluating and monitoring marketing plans using appropriate control and evaluation techniques such as sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis.

Structure and development of marketing plans:

  • Market segmentation and target market selection.
  • Setting goals and objectives, situational analysis tools and techniques, creating a marketing strategy and allocation of resources and monitoring and control measures.

Business Case / Scenario Covering LO1 & LO2

You are applying for the role of Marketing Manager within an organisation of your choice. It is preferable to use your own place of work, if appropriate and as part of the interview process you are required to discuss the concept of marketing as well as its role with detailed analysis within the organisation context. Further to this you will have to explain how marketing interrelates with other functions within the business in task A. In task B, an application of marketing mix is required.

You need to produce a formal report covering the following:

Part A

  1. Explain how the key roles and responsibilities of the marketing function relate to the wider organisational context.
  • Explain how the key roles and responsibilities of the marketing relate to the wider organisational context.
  • Analyse the roles and responsibilities of marketing in the context of the marketing environment.
  • Analyse the significance of interrelationships between marketing and other functional units of an organisation
  •  Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation

Part B

  1. Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives.
  2. Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved.

You are to carry out considerable research on your chosen organisation or preferably the organisation where you work. You will need to demonstrate that you have carried out considerable research to gain the required level of knowledge and understanding relating to the fundamental concepts and principles that underpin your understanding of the unit.

Submission Format:

The submission is in the form of a formal report. You are required to make effective use of headings, bullet points and subsections as appropriate. Your report should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 2,500 words (+/- 10%), although you will not be penalised for exceeding the total word limit.

Grading Criteria

This table outlines requirements for each grade (i.e. Pass, Merit or Distinction).

Pass Merit Distinction
LO1: Explain the role of marketing and how it interrelates with other functional units of an organisation.
P1Explain the key roles and responsibilities of the marketing function. P2 Explain how roles and responsibilities of marketing relate to the wider organisational context. M1 Analyse the roles and responsibilities of marketing in the context of the marketing environment. M2 Analyse the significance of interrelationships between marketing and other functional units of the organisation D1Critically 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. M3 Evaluate different tactics applied by organisations to demonstrate how business objectives have been achieved.  


TASK 2: LEARNING OUTCOMES

In order to pass this unit, the assignment that you present for assessment needs to demonstrate that you can meet all the learning outcomes listed below.

(LO) Learning Outcomes
LO3 Develop and evaluate a basic marketing plan.

Assignment Brief and Guidance

Business Case / Scenario

With reference to assignment one, you have been appointed as the new Marketing Manager for your chosen organisation. The first objective you have been set is to research the competition and produce a marketing plan based on your findings.

Develop and evaluate a basic marketing plan covering:

  1. Produce and evaluate a basic marketing plan for an organisation of your choice
  2. Produce a detailed coherent evidence – based marketing plan for an organisation
  3. Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.

You are to carry out considerable research on an organisation of your choice or preferably the organisation where you work. You will need to demonstrate that you have carried out considerable research to gain the required level of knowledge and understanding relating to the fundamental concepts and principles that underpin your understanding of the unit.

Submission Format:

The submission is in a report form. You are required to make effective use of headings, bullet points and subsections as appropriate. Your report should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 2,000 words (+/- 10%), although you will not be penalised for exceeding the total word limit.

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