Assignment - MARKETING ESSENTIALS

Learning Outcomes -

• 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.

Assignment Brief and Guidance:

Learners need to have read carefully the instructions before attempting any of the questions. The assignment is to be addressed with reference to the scenario addressing learning outcome 1 to 3. To ensure effective and quality assessment, learners will be assessed using different mode of assessment including PowerPoint presentation, short essays and report writing and written reflective statements.

Scenario: The marketing world is becoming more and more focused on directly connecting with consumers and making the marketing experience more personal. Consumer marketing managers lead teams of marketing agents through the successful implementation of a marketing campaign creating value for customers in order to capture value from customers in return. Today's marketers must be good at creating customer value and managing customer relationships. Outstanding marketing companies understand the marketplace and customer needs, design value-creating marketing strategies, develop integrated marketing programs that deliver customer value and delight, and build strong customer relationships. In return, they capture value from customers in the form of sales, profits, and customer loyalty.

As a newly appointed assistant to the Marketing Manager, you are required to carry out a detailed marketing analysis of one of the following company:

• Aldi
• McDonald's
• IKEA
• Barclays
• Cadbury

Using the above scenario and acting as a newly appointed assistant to a Marketing Manager for the chosen organisation, you are required to prepare a report in a word format. You are required to carry out an extensive research by using various supportive business case studies, materials such as the magazine, text books, websites, journals, newspapers, lecture materials, and other relevant resources. (Approx. 1200 words)

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.

Continue your report; using the above scenario and acting as a newly appointed assistant to a Marketing Manager for the chosen organisation, you are required to continue your report in a word format. You are required to carry out an extensive research by using various supportive business case studies, materials such as the magazine, text books, websites, journals, newspapers, lecture materials, and other relevant resources. (Approx. 1000 words)

7. Compare the ways in which the chosen organisation applies the marketing mix to the marketing planning process to achieve business objectives. How does it differ from other organisations or could do better compared to other organisations (with examples).

Continue your report; using the above scenario and acting as a newly appointed assistant to a Marketing Manager for the chosen organisation, you are required to develop and evaluate a marketing plan supported with coherent evidence and continue your report in a word format. You are required to carry out an extensive research by using various supportive business case studies, materials such as the magazine, text books, websites, journals, newspapers, lecture materials, and other relevant resources. (Approx. 800 words)

8. Produce and evaluate a basic marketing plan for the chosen organisation.