Nescot University

Assignment name: Marketing Essentials 

Module number and title: R/508/0486

Unit 2 Marketing Essentials

Task 1

Instructions on Submission format

The submission is in the form of a 10-minute individual PowerPoint presentation and 5 minutes allocated for questions. 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. 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.

Assignment Brief and Guidance

You are applying for a role of Marketing Manager for (Please select one organisation from below)

1. BMW
2. Marks and Spencer
3. Cancer Research UK
4. Facebook

You must explain marketing as a function and its interrelationship with other functions within the business.

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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.

Learning outcomes covered for this task:

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

Task 2

Instructions on Submission format

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

Part B: A completed marketing plan. A marketing plan template will be provided, but it is not mandatory to use this.

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Assignment Brief and Guidance

You have been successfully appointed as a Marketing manager for the organisation you have selected in in Task 1.

1. 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 the organisation you have selected in task 1 and its equivalent competitor stated below:

Organisation selected in Task 1                 Competition

BMW                                                                          Mercedes

Marks and Spencer                                                 House of Fraser

Cancer Research UK                                               Oxfam

Facebook                                                                   Twitter

 

Both the companies in the same sector 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 inform your situational analysis and enable you to formulate marketing goals and objectives for your organisation based on the comparative findings.

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.

Learning outcomes covered for this task:

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.

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Support materials

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