Marketing Essential

Student Assignment Covering Form

Course/Unit Information
Course	Pearson BTEC Level 5 Higher National Diploma
Unit No.	Unit 2
Unit Name	Marketing Essentials
Unit code	R/508/0486
Batch	SEV10-ME-TausifMulla-1809

Instructor Information
Name	Tausif Mulla
Phone	+971 5290 59903
Email	tausif@westford.org.uk

Assignment Information
Full/ Part Assignment	Full
Date Assignment Issued	September 2, 2018
Date Assignment Due	September 29, 2018
Turnitin Class ID	18948394
Turnitin Password	ME1809

Student Information (To be filled by the student prior submitting the assignment)
Name
Email
Date of Submission

Student Assignment covering form is an integral part of the assignment document and should be submitted along with all submissions.

Student Declaration

I, _____________________ hereby confirm that this assignment is my own work and not copied or plagiarized. It has not previously been submitted as part of any assessment for this qualification. All the sources, from which information has been obtained for this assignment, have been referenced as per Harvard Referencing format. I further confirm that I have read and understood the Westford School of Management rules and regulations about plagiarism and copying and agree to be bound by them.

Students Signature : (signed)

Student Name :

Date :

Achievement Feedback Summary

Assessor’s Name	Tausif Mulla
Pass	Merit	Distinction	Grades Awarded (P1, P2, P3, P4, P5, P6, M1, M2, M3, M4, D1, D2)
LO1 Explain the role of marketing and how it interrelates with other functional units of an organization.
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	P1 Achieved / Not Achieved
			P2 Achieved / Not Achieved
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 organization		M1 Achieved / Not Achieved
			M2 Achieved / Not Achieved
			D1 Achieved / Not Achieved
LO2 Compare ways in which organizations 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.	LO2 & LO3 D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives	P3 Achieved / Not Achieved
			P4 Achieved / Not Achieved
LO3 Develop and evaluate a basic marketing plan		M3 Achieved / Not Achieved
P4 Produce and evaluate a basic marketing plan for an organisation.	M4 Produce a detailed, coherent evidence-based marketing plan for an organisation		M4 Achieved / Not Achieved
			D2 Achieved / Not Achieved

Over All Result/Grade	PASS/MERIT/DISTINCTION/REDO	[To Achieve a PASS, all P grade descriptors should be achieved; To achieve a MERIT, all P and M grade descriptors should be achieved; To achieve a DISTINCTION, all P, M and D grade descriptors should be achieved.]	Date:
Summative Feedback: Overall Feedback on current work with emphasis on how the student can improve and achieve higher grades in future.

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Example: John Smith_ME.

Mandatory Quick reference Checklist for the Students before submitting the assignment:

1. Adherence to the deadline of submission date.

2. Original cover sheet and format retained and the Turnitin Report to be attached.

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5.

Harvard Referencing System and Citations are strictly followed.

Marketing Essentials: Assignment Task-1

Assignment title	Marketing Concepts and Internal Relations.
LO1: Explain the role of marketing and how it interrelates with other functional units of an organisation.
Scenario You are applying for the role of Marketing Manager within an organization [the organization as chosen by the learner in mutual consensus with the instructor]. As part of the selection process you are required to submit a report discussing the concept of marketing as well as its role within the organisation. Further to this you will have to explain how marketing interrelates with other functions within the business. The report should include: 1. Introduction to the concept of marketing, including current and future trends. 2. An overview of the different marketing processes. 3. The role and responsibilities of a marketing manager in the context of the organisation. [P1] 4. An explanation of how marketing influences and interrelates with other functional departments of the organisation. [P2] 5. The value and importance of the marketing role in the context of the organisation. [M1, D1] 6. Conclusions that emphasise the significance of having effective interrelationships between different functional departments. Your research should be referenced using the Harvard Referencing System. Please also provide a bibliography using the Harvard Referencing System. The recommended word limit is 1,500–2,000 words. You will not be penalized for exceeding the total word limit.

Marketing Essentials: Assignment Task-2

Assignment title	Marketing Strategy and Application.
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives. LO3: Develop and evaluate a basic marketing plan.
Scenario With reference to assignment one, you have been appointed as the new Marketing Manager for [insert organisation name]. The first objective you have been set is to research the competition and produce a marketing plan based on your findings. This assignment has two parts: Part A: Compare how [insert organisation name] and [insert organisation name] use the various elements of the 7Ps marketing mix. This will be submitted as a briefing paper for the marketing team. The briefing paper will explain how the marketing mix and marketing process is used to achieve business objectives, relating to the two chosen organisations. This research will include your situational analysis and enable you to formulate marketing goals and objectives for your organisation based on the comparative findings. [P3, M3, D2] Part B: Produce a marketing plan to meet marketing goals and objectives. The marketing plan should include all elements of the 7Ps marketing mix, with an action plan and measures for monitoring and evaluating progress and meeting of goals and objectives. [P4, M4, D2] The submission on the LMS is in the form of an individual written report. This should be written in a concise, formal business style using single spacing and font size 12. You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research. Part A: A briefing paper of the situational analysis research to support the marketing plan goals and objectives. Your research should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. Part B: A completed marketing plan. A marketing plan template will be provided, but it is not mandatory to use this. The recommended word limit is 3,000–4,000 words. You will not be penalized for exceeding the total word limit.

Task 1

Introduction

Marketing refers to the interaction between the buyers and sellers with the common objective of exchanging goods and services. This interaction can be between organizations, organization and individuals, and individuals and other individuals (Slootweg and Rowson, 2018). The businesses focus on identifying the existing gaps in the market and do their best to fill them. In this regard, marketing aim at ensuring customer satisfaction by offering products that suits their needs more effectively. Previously, marketing used to focus on the products based on the existing needs of the market. However, the current marketing philosophy is more focused on the customer and ensuring their experience is enhanced in the market. In addition, businesses have shifted to social media as place with high customer presence. The future of marketing seems to be more driven by customer experience, enhanced convenience, communication and lower costs (Slootweg and Rowson, 2018). Businesses are using technology to predict what will happen in the future markets and prepare adequately in advance ensuring products suit the needs of the customers.

Marketing Processes Overview

Marketing process refers to the process by which businesses evaluates the needs of the market to determine. The marketing process involves four main activities. The first step in the marketing process involves situational analysis where the market and customer environment are evaluated to find out any existing gaps. This enables the firm to determine the existing needs and to assess if it has the capacity to fill those needs. The second step involves the formulation of a marketing plan based on the target customer segment and the products and services needed to fill the gap. The marketing decisions then follow to determine the marketing mix that will be employed in the market before the product or the service is taken to the market. Once this is done the marketing strategy is implemented and as monitoring strategy is employed to determine where improvements are required (Morgan et al., 2019).

Roles of a Marketing Manager in an Organization

Marketing managers are involved in various activities that are aimed at ensuring the right products are delivered to the market at the right time. In addition, marketing managers play significant roles that ensure the activities of the organization are aimed at promoting success of the organization. They are supposed to engage in explicit research that ensures they come up with unique brand that stands out to those of competitors. They design and implement marketing campaign to create public awareness of their brand. They engage in regular researches that establish new trends in the market and ensure their products are adjusted to suit customer preferences and tastes. Marketing managers also play an important in finding out which advertisement sites will drive more sales for the company. They also coordinate communication with employees in other departments of the organization to ensure all the stakeholders understand their roles in designing the product (Slootweg and Rowson, 2018).

Interrelation between Marketing and Other Functional Departments

Marketing department has to cooperate with other departments of an organization to meet its main objectives and that of the company. One of the departments that is closely related to marketing department is the operations department. The marketing department provides important information needed in the design and production process. In addition, the marketing department also depends on the human resource department to ensure the right personnel have been recruited. Marketing department also depends on IT department to implement its marketing goals including research on data needed to make advertisement decisions (Morgan et al., 2019). On the other hand, marketing departments are involved in the design of new products and they must draft a budget and implement it in close association with the finance department to get the necessary finances required for the project. Marketing also has to work closely with research and development department when doing market analysis or designing a new product. Sales department I also important because it helps the marketing department get first-hand information from the customers on what immediate needs in the market are, and what they need to be included in the market. Finally, marketing department has to work closely with the logistics department to ensure material and product are in stock and they do not run short of supplies.

Value and Importance of Marketing in an Organization

The marketing department plays an important role in defining the brand of an organization. This involves defining what the organization is and what it does. The marketing department also focuses on products and services that the organization should focus on and communicating this information to other departments of the organization. The marketing function is also responsible for production of marketing and promotional materials for advertising the products of the organization. The marketing also creates content through platforms such as organization websites where customers go for information relating to the company brand. They also ensure the information provided is up to date and updating it as necessary in other platforms including social media. The marketing department I also responsible to ensuring everyone in the organization understands the core objectives so that they can work to meet those objectives. The department also links the organization with external stakeholders such as suppliers to ensure all supplies arrive on time (Ungureanu et al., 2019).

Conclusion

In conclusion, marketing department is an important department since it plays an important role in promoting the mission of the organization. It acts as the face of the company by coordinating and producing all the necessary materials that represent the business. The department reach out to prospect consumers, investors and community, while promoting an overarching image that represents the company positively to the external environment.

References

Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S., 2019. Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), pp.4-29.

Slootweg, E. and Rowson, B., 2018. My generation: A review of marketing strategies on different age groups. Research in Hospitality Management, 8(2), pp.85-92.

Ungureanu, A., Cretoiu, R., Mihali, A.M., Zorzoliu, R., Ungureanu, A. and Rascu-Pistol, S., 2019. The Role of Marketing in Managing Modern Organizations. In International Conference on Economic Sciences and Business Administration (Vol. 5, No. 1, pp. 214-219). Spiru Haret University.