ASSIGNMENT BRIEF 1 of 2
ASSIGNMENT BRIEF 1 of 2
Programme: BTEC Higher National Diploma (HND) in Business ESBM (RQF)
Unit Number and Title Unit 2: Marketing Processes and Planning
Unit Level: 04
Unit Lecturer: Mahedi Hasan
Lecturers Email ma.hasan@lcc.ac.uk
Assessment Title Marketing Role and Marketing Mix
Programme Leader: Mohammad Mahbubul Haque
Email mm.haque@lcc.ac.uk
Personal Tutor: Farhana Akter
Personal Tutors Email: f.akter@lcc.ac.uk
Key Dates
Academic Year 2023- 2024
Issue date: 11/09/2023
Submission date: 01/12/2023
Result Published Date: 4 weeks after submission (Feedback is available after 3 weeks)
Submission Format
The assignment is to be submitted as a briefing paper that can be presented in a format of your choice. The briefing paper must be clear and concise, stating the problem/issue and include a summary of analysis and recommendations. All your work must be supported with research and referenced correctly using the Harvard referencing system (or an alternative referencing system). You must also provide a bibliography using the Harvard referencing system (or an alternative one). Inaccurate referencing use may lead to plagiarism issues if not applied correctly. The recommended word limit for the briefing paper is 1,0001,500 words, although you will not be penalised for going under or exceeding the total word limit.
Learning Outcomes
By the end of this unit, students will be able to:
LO1 Explain the role of marketing and how it interrelates with other business units of an organisation
LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives
Transferable skills and competencies developed:
Use appropriate business systems and software to deliver marketing outcomes efficiently, for example, to analyse data, produce reports, and provide copy.
Produce a wide range of creative and effective communications, showing the ability to write and proofread clear and innovative copy and project briefs and give confident presentations.
Have conceptual and critical thinking, analysis, synthesis and evaluation.
Vocational scenario
You are a fresh graduate recently joining a small online retail company as a junior marketing officer. The utilisation of online retail companies is declining because other big companies are already in the market, such as Tesco, Sainsbury's, and Asda, and people are using different online retail delivery companies, such as Ocado. Your company wants to start an online retail business in the long run. Therefore, the company plans to do a market analysis for the online retail company.
Your job is to explain the role of marketing in an organisation, its interrelationships with other business units, and how the marketing mix is used to achieve business objectives. Your Brief Report will also discuss creating a marketing plan and developing a media plan for your online retail company, as given by your line manager.
Assignment activity and guidance
Explain and analyse marketing concepts and operations, highlighting their various areas and roles within the marketing environment.
Explain and analyse that the marketing function plays a crucial role in your organisation's overall strategy, influencing the overall functioning of other functional units.
Compare the marketing mix of your online retail company with other retail companies.
A review aims to assess and assess the effectiveness of various marketing strategies and tactical approaches in achieving your online company's business objectives.
Assessment Methods
Assignment Title Assessment Method Learning Outcomes Covered Final Submission Dates
Marketing Processes and Planning Bief report LO1, LO2, 01/12/2023
Learning Outcomes and Assessment Criterion:
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
the environment in which the
marketing function
operates.
P1 Explain the concept of
marketing and marketing
operations including the
different areas and roles 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. LO2 Compare ways in which organisations use
elements of the marketing mix to achieve overall
business objectives D2 Evaluate strategies
and tactical approaches
to the marketing mix in
achieving 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 Review strategies and
tactical approaches
applied by organisations
to demonstrate how
business objectives can
be achieved successfully. Recommended resources:
Textbooks:
GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings).
London: Palgrave Macmillan.
JOBBER, D. and CHADWICK, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.
KOTLER, P. and ARMSTRONG, G. (2016) Principles of Marketing.7th Ed London: Pearson.
MCDONALD, M. and WILSON, H. (2016) Marketing Plans: How to Prepare Them,
How to Use Them. 8th Ed. Chichester: John Riley and Sons.
Websites:
www.cim.co.uk Chartered Institute of Marketing
(General reference)
www.marketingdonut.co.uk Marketing Donut
(General reference)
www.marketingteacher.com Marketing Teacher
All sections
(General reference)
www.marketingweek.com Marketing Week
New and industry articles
(General reference)
Links:
This unit links to the following related units:
Unit 1: Business and the Business Environment
Unit 33: Marketing Insights and Analytics
Unit 34: Digital Marketing
Unit 35: Integrated Marketing Communications
