Marketing Essentials

Learning Outcomes:

LO: Explain the role of marketing and how it interrelates with other functional units of an organization.?

Assignment Brief and Guidance:

You are applying for the role of Marketing executive of a company. You can choose whichver company you wish to work for, as long as it is based in Vietnam. Follows are some recommendations:

1. Vinamilk                                    

2. TH True Milk

3. Grab Vietnam                            

4. Adayroi

5. Zalo                                           

6. Jetstar Airlines

7. Techcombank

As part of the recruitment process, you are required to write a report which demonstrates the concept of Marketing as well as its important role in the chosen company.

Moreover, you will have to explain how marketing interrelates with other functions within that company.

Specifically, you will have to write a report which covers the following tasks:

Task 1 (LO1: P1) How do you understand the following concept about Marketing? Explain it by referring to real-world example.

Commercial Bank of Vietnam Technological and Commercial Joint Stock, commonly known under the name of Techcombank is one of the joint-stock commercial banks in Vietnam.

Since established on 09.27.1993 with an initial capital of 20 billion dong only, Techcombank has continuously flourished with outstanding business achievement and was repeatedly recognized as a financial institution prestigious title best Bank in Vietnam.

Today, with the support of HSBC's strategic shareholder, we have a stable financial platform and strong with total assets of over 158 897 billion (as of end of 2013) Give your own opinions about the given definition of Marketing and use a marketing case in real-life as an example to further explain the definition.

Task 2 (LO1: P1) Discuss 3 current trends and 3 possible future trends of Marketing

• Discuss three current Marketing trends in the world you know about.

• Discuss three Marketing trends that you think will grow in the near future.

Task 3 (LO1: P1, M1, and D1) Explain and analyse the role and responsibilities of a Marketing Department in the context of the given company:

• Explain and analyse the structure and operations of marketing departments

• Explain and analyse marketing processes that include analysis, strategic planning and the marketing mix

• Explain and analyse the different roles of marketing within both a B2C and B2B context.

Task 4 (LO1: P2, M2 and D1) Explain and analyse how Marketing influences and interrelates with other functional departments of your company

• Explain and analyse the different roles of business units and the interrelationships between these functional units and marketing

LO1 Explain the role of marketing and how it interrelates with 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.