Unit 2 Assignment Marketing Essentials
Introduction

This unit is designed to introduce students to the principles of marketing, enabling them to develop a basic marketing plan and to employ elements of the marketing mix to achieve results. While they will learn the underpinning theories and frameworks, they will also be able to relate these to real-world examples, including products/services that they encounter in their own daily lives.

Organisations such as Apple, Google, VISA, Burberry, Zara, Cadbury, Nestle, Unilever, Coca-Cola, Unicef, BP and small local businesses all have at least one thing in common: they all use marketing to influence us to engage with their products and/or services. Whether it is becoming a loyal customer buying a product and service or donating to a charity, organisations use a range of marketing techniques and tools to inform and influence us.

The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities; whether setting up their own business or being employed by an organisation. Learning Outcomes By the end of this unit a student will be able to: · Explain the role of marketing and how it interrelates with other functional units of an organisation. · Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives. · Develop and evaluate a basic marketing plan. Your Assignment

Learning Outcomes 1

Explain the role of marketing and how it interrelates with other functional units of an organisation For a Pass you will need to: o Explain the key roles and responsibilities of the marketing function. o Explain how roles and responsibilities of marketing relate to the wider organisational context. For a Merit you will – in addition – need to: · Analyse the roles and responsibilities of marketing in the context of the marketing environment. · Analyse the significance of interrelationships between marketing and other functional units of an organisation.

Learning Outcome 2 and 3

Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives

Develop and evaluate a basic marketing plan

For a Pass you will need to: · Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives. · Produce and evaluate a basic marketing plan for an organisation.

For a Merit you will – in addition – need to: · Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved. · Produce a detailed, coherent evidence-based marketing plan for an organisation.

For a Distinction you will – in addition – need to: · Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.

~~~~~~~~~~~~~~~~~~~~~~~~ Presentation Standard

Your response should:

  • Start with a Cover Sheet (see your Moodle documents)
  • Have a brief Introduction section
  • Have a Background section if the focus is on a situation or organisation or sector
  • Have a Main section which gives direct responses to the specific requirements – exactly as asked for
  • End with a brief Conclusion, or Summary
  • Have a Recommendations section – if asked for
  • Include supporting Graphics/images where appropriate
  • Be between 1500 and 2000 words in total
  • Be in MS Word format

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