Higher Nationals

Assignment Brief – BTEC (RQF)

Higher National Certificate in Business

Student Name/ID Number

Unit Number and Title Unit 2 Marketing Essentials

Academic Year 2018 - 2019

Unit Assessor Sohaib Ayubi

Assignment Title Marketing Concepts and Analysis

Issue Date 25/03/2019

Submission Date 24/04/2019

IV Name Nosheen Naqvi

Date 25/03/2019

Submission Format:

Part-A

The submission is in the form of a 10-minute individual PowerPoint presentation and 5 minutes
allocated for questions. The presentation slides and detailed speaker notes should be
submitted as one copy. You are required to make effective use of PowerPoint headings, bullet
points and subsections as appropriate. 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, including speaker notes, although you will
not be penalised for exceeding the total word limit.

Part-B

Task- one: 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. The recommended word
limit is 1,000–1,500 words, although you will not be penalised for exceeding the total word limit.

Task-Two: A completed marketing plan. A marketing plan template will be provided, but it is not
mandatory to use this.

Pearson Education 2016, Higher Education Qualifications, Assignment Brief

 Unit Learning Outcomes:

LO1 Explain the role of marketing and how it interrelates 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
LO3 Develop and evaluate a basic marketing plan

Assignment Brief and Guidance:

PART-A

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

You are applying for the role of Marketing Manager within an organisation of your choice. (You
should use your own place of work, if appropriate) As part of the interview process you are
required to discuss 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.

This will be a 10-minute presentation as part of the interview. Your presentation should cover the
following:

1. Introduction to the concept of marketing, including current and future trends.

2. An overview of the different marketing processes.
3. Explanation of the role and responsibilities of a marketing manager in the context of the
organisation.
4. An explanation of how marketing influences and interrelates with other functional
departments of the organisation.
5. The value and importance of the marketing role in the context of the organisation.
6. Conclusions that emphasise the significance of having effective interrelationships between
different functional departments.

Pearson Education 2016, Higher Education Qualifications, Assignment Brief

 Part-B

Scenario and activity:

With reference to Part-A, you have been appointed as the new marketing executive for the organisation
you have chosen in Part-A. The first objective you have been set is to research the competition and
produce a marketing plan based on your findings, to drive forward the marketing objectives for the
organisation. you are required to work on the following tasks and present the relevant documents.

Task-One: Compare how two different organisations within the same competitive market apply the various
elements of the 7Ps marketing mix. This will be submitted as a briefing paper for the marketing team.
The briefing paper will evaluate how the marketing mix is applied to achieve business objectives, relating to
the two chosen organisations. This research will inform your situational analysis and enable you to
formulate marketing goals and objectives for your organisation based on the comparative findings.

Task-Two: Produce a marketing plan to meet marketing goals and objectives. The marketing plan should
include all elements of the 7Ps marketing mix, with a tactical action plan and measures for monitoring and
evaluating progress and meeting of goals and objectives.

*Please access HN Global for additional resources support and reading for this unit. For further
guidance and support on presentation skills please refer to the Study Skills Unit on HN Global.
Link to www.highernationals.com

Recommended Resources

BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed. Harlow: Pearson.
GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings). London: Palgrave Macmillan.
JOBBER, D. and CHADWICK, F. (2012) Principles and Practice of Marketing. 7th Ed. Maidenhead:
McGraw-Hill. KOTLER, P. and ARMSTRONG, G. (2013) Principles of Marketing. London: Prentice Hall.
MCDONALD, M. and WILSON, H. (2011) Marketing Plans: How to Prepare Them, How to Use Them. 7th
Ed. Chichester: John Riley and Sons.

Journals

Journal of Marketing
Harvard Business Review
Websites
American Marketing Association www.ama.org
Chartered Institute of Marketing (UK) www.cim.co.uk

Pearson Education 2016, Higher Education Qualifications, Assignment Brief

 Submission Guidelines

 Submit a soft copy to CRM. Use Normal script of a proper font size 12.
 Add a table of contents in the beginning of your assignment.
 Assignments submitted after the deadline will not be accepted unless Extenuating
Circumstances Form is submitted with third party evidence.
 Collusion and Plagiarism must be avoided.
 Start each answer on a new page and pages should be numbered. Highlight each
question clearly.
 Include a Bibliography at the end of the assignment and use the Harvard referencing
system.
 All work should be comprehensively referenced and all sources must be fully
acknowledged, such as books and journals, websites (include the date of visit), etc.
 In order to pass you need to address all the LOs and meet all the PASS (Ps) criterions
within the LO.
 In order to get a merit, you need to address the characteristics of Pass and then M1,
M2, M3 and M4
 In order to get a distinction, you need to address the characteristics of Pass, Merit and
then D1and D2.

Learning Outcomes and Assessment Criteria

Pearson Education 2016, Higher Education Qualifications, Assignment Brief

 Pass Merit Distinction
LO1 Explain the role of marketing and how it interrelates with
other functional units of an organisation
D1 Critically analyse and
P1 Explain the key roles and M1 Analyse the roles and evaluate the key elements
responsibilities of the responsibilities of marketing in of the marketing function
marketing function. the context of the marketing and how they interrelate
environment. with other functional units
P2 Explain how roles and M2 Analyse the significance of of an organisation
responsibilities of marketing interrelationships between
relate to the wider marketing and other functional
organisational context. units of an organisation.

LO2 Compare ways in which organisations use elements of the LO2 & 3
marketing mix (7Ps) to achieve overall business objectives D2 Design a strategic
marketing plan that tactically
P3 Compare the ways in M3 Evaluate different tactics applies the use of the 7Ps to
which different organisations applied by organisations to achieve overall marketing
apply the marketing mix to the demonstrate how business objectives.
marketing planning process to objectives can be achieved.
achieve business objectives.

LO3 Develop and evaluate a basic marketing plan

P4 Produce and evaluate a M4 Produce a detailed,
basic marketing plan for an coherent evidence-based
organisation. marketing plan for an
organisation.

Pearson Education 2016, Higher Education Qualifications, Assignment Brief