Higher National Diploma in Business

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        BTEC Higher National in Business   ASSESSMENT BRIEF   Unit 2 Marketing Essentials     2020       Main       UNIVERSITY OF SUNDERLAND IN HONG KONG  

Higher National Diploma in Business

Assignment Brief

Student Name / ID Number 
Unit Number and Title2 Marketing Essential
Academic Year
Unit Tutor
Assignment Title1. Marketing Concepts and Internal Relations 2. Marketing Strategy and Application
Issue Date
Assignment Due Date
Submission Format:  
  Task 1: Slide Presentation The submission is in the form of an individual PowerPoint presentation. Maximum number of slides is 20 including introduction and summary. The presentation slides and speaker notes should be submitted as one copy. You are required to make effective use of PowerPoint headings, bullet points and subsections as appropriate and your research should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word count of 1,500 words (+/-10%) is taken only from the speaker notes and not from the slides. Therefore, the words in the slides are not included in the word count and you will not be penalised for exceeding the total word limit.   Task 2: Written Report The submission 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 and referenced using the Harvard referencing system.   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.   Part B: A completed marketing plan. A marketing plan template will be provided, but it is not mandatory to use this.   Please provide a bibliography using the Harvard referencing system. The recommended word limit is 2,000 words of Part A and Part B (+/-10%), although you will not be penalised for exceeding the total word limit.    You are required to submit both slide presentation and written report in ONE single document of WORD or PDF format. Copy the whole slide (PPT) by saving the slide as an image (PNG, JPG file) and insert image into Word. Put the speaker notes at the bottom of each slide accordingly.   You are required to submit a cover sheet with details of programme name, module name, assignment title, student name, student number, submission date, number of attempt.
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:  
  Task 1 Slide Presentation: Marketing Concepts and Internal Relations 1,500 words (+/-10%)   LO1. Explain the role of marketing and how it interrelates with other functional units of an organisation.   Scenario As a newly appointed marketing manager of a multinational cosmetic manufacturer, you are required to produce a slide presentation to the broad members that will discuss the concept of marketing as well as its role within the organisation. In addition, you have to explain how marketing interrelates with other functions within the business. You are free to choose an example with which you are familiar in the cosmetic industry as the base of your answer.   This slide presentation to the management broad should include 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.   Task 2 Written Report: Marketing Strategy and Application 2,000 words (+/-10%)   LO2 Compare ways in which organizations use elements of the marketing mix (7Ps) to achieve overall business objectives.   LO3 Develop and evaluate a basic marketing plan.   Scenario:   After the presentation of Task 1, your marketing director has asked you to prepare a briefing paper of the situational analysis for the marketing team to support the marketing plan and objectives. The briefing paper will also explain how the marketing mix and marketing process are used to achieve business objectives relating to the two chosen organisations. This task has two parts:   Part A: Write a briefing which compares how your organization and one your major competitor using the various elements of the 7Ps marketing mix and also include an analysis of the competition and the external business environment.    Part B: Produce a marketing plan to meet the marketing objectives. The marketing plan should include all elements that tactically applies the use of the 7Ps marketing mix, and measures for monitoring and evaluating progress of marketing activities. You may use the following headings to structure your marketing plan:   1. Marketing objectives and strategy 2. Segmentation, target market, and positioning 3. Marketing mix program 4. Implementation and monitoring of the plan  
 Grading Criteria  

You need to address all the learning outcomes and assessment criteria (AC) as specified toward pass, merit and distinction below. Guidance in addition to the Pass criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following Merit and Distinction grades. You will have to pass all the P’s to achieve an overall pass, address all the M’s to achieve overall merit besides addressing all the P’s and address all the D’s to achieve an overall distinction besides addressing all P’s and M’s.

Learning Outcomes (LO) and Assessment Criteria (AC)

Grading Criteria
Learning OutcomePassMeritDistinction
LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation  P1 Explain 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 an organisation.D1 Critically 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 can be achieved.  LO2 & 3 D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.
LO3 Develop and evaluate a basic marketing plan  P4 Produce and evaluate a basic marketing plan for an organisation.  M4 Produce a detailed, coherent evidence-based marketing plan for an organisation.  
 Further Guidance  

If you would like to have feedback for improvement on your work/draft OR a plan on how you will approach the entire assignment, please submit the appropriate document to Canvas before 11 Feb 2021. A link will be provided in the Assignment Section and this will not be part of your assessment. 

  1. You should write this assignment as a formal report.
  • You must ensure that the submitted assignment is all your own work and that all sources used are correctly attributed. Penalties apply to assignments which show evidence of academic unfair practice.
  • You MUST underpin your analysis and evaluation of the key issues with appropriate and wide ranging academic research and ensure this is referenced using the Harvard system.
  • You should use diagrams and tables of figures where appropriate ensuring to reference their source using the Harvard Referencing method.
  • The recommended word limit is total 3,500 words (+/-10%): slide presentation is 1500 words (+/-10%) on speaker notes, excluding 20 slides maximum and written report is  2,000  words (+/-10%) although you will not be penalised for exceeding the total word limit. You are required to ensure that the assignment addresses all of the assessment tasks. The word count excludes the title page, reference list and appendices. Where assessment questions have been reprinted from the assessment brief these will also be excluded from the word count. ALL other printed words ARE included in the word count, except slide contents. Printed words include those contained within charts and tables. Your assignment should be submitted as a single document.
  • You could access HN Global for additional resources support and reading for this unit. For further guidance and support on report writing please refer to the Study Skills Unit on HN Global. Link to www.highernationals.com
  • You may show your assignment outlines to your tutor in class or by email to receive formative feedback.
  • Guidelines for submitting online are on our online platform.

Recommended Resources

Readings

Brassington, F. and Pettit, 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. (2016) Principles and Practice of Marketing. 8th Ed. Maidenhead: McGraw-Hill.

Kotler, P. and Armstrong, G. (2018) Principles of Marketing. 17th Global Ed. 2018 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

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