Scenario

As a newly appointed Marketing Executive of a reputable organization, you are required to carry out a detailed marketing analysis of your organization and the industry, in order to formulate an appropriate marketing plan for the selected organization. You can use the external and internal analysis in marketing and carry out analysis at both micro and macro levels. You will investigate on the key roles and responsibilities of the marketing function and its linkage with the other functional departments of the organization. You would also focus on the additional elements of marketing mix. This would further lead you to apply the marketing mix to the marketing planning process to achieve business objectives

Task 1

At the initial stage, your boss has assigned you a task to produce a detailed report and explain the key roles and responsibilities of the marketing function. (P1)

Based on the marketing responsibilities stated in the report, you need to explain how roles and responsibilities of marketing relate to the wider organisational context. (P2)

Analyse the roles and responsibilities of marketing in the context of the marketing environment. (M1)

Analyse the significance of interrelationships between marketing and other functional units of an organisation. (M2)

Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation. (D1)

Task 2

As your organization is expanding the business and operating in highly competitive environment, you need to :-
Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives. (P3)

Produce and evaluate a basic marketing plan for your organisation. (P4)

Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved. (M3)

Produce a detailed, coherent evidence-based marketing plan for your organization. (M4)

Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives. (D2)

Learning Outcome

1. Explain the role of marketing and how it interrelates with other functional units of an organisation.
2. Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.
3. Develop and evaluate a basic marketing plan.

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
P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives
P4 Produce and evaluate a basic marketing plan for an organisation
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.
M3 Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved
M4 Produce a detailed, coherent evidence-based marketing plan for an organization
D1 Critically analyze and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organization
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives