BTEC HND in Business Module Booklet Unit 2 Marketing Essentials Unit level 4 Unit code R/508/0486 Unit type Core Term Start Date 12/09/2016 Hand out date 26/09/2016 Submission Deadline 20/11/2016 Lectures & Formative Assessments 8 Weeks Summative Assessment & Feedback 2 Weeks Guided learning hours 60 Module Leader Daniel Panford Lecturer pg. 2 0916 Table of Contents BTEC HND in Business Module Booklet 1 1.1 Introduction 2 1.2 Learning Outcome 3 1.3 Essential Content 3 1.4 Scheme of Work 5 1.5 Teaching Ethos 6 1.6 Methods of Delivery 7 1.7 Plagiarism 7 1.8 Assignment brief 8 1.9 Evidence to achieve Pass, Merit and Distinction 10 2.0 Glossary of academic words used in this and other assignments 11 pg. 3 0916 1.1 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. 1.2 Learning Outcome By the end of this unit a student will be able to: 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. 1.3 Essential Content LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation Definitions and the marketing concept: Definitions of marketing and the nature of marketing. The development of the marketing concept, including current and future trends. How the external environment influences and impacts upon marketing activity. The role of marketing: The structure and operations of marketing departments. pg. 4 0916 Overview of marketing processes that include analysis, strategic planning and the marketing mix. The different roles of marketing within both a B2C and B2B context. The interrelationships of functional units: Marketing as a business function. The different roles of business units and the interrelationships between these functional units and marketing. LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives The 7Ps marketing mix: Product: Differences between products and services, importance of brands, product development and product lifestyle. Price: Pricing context, pricing strategies and tactics. Place: Channel management, supply chain management and logistics. Promotion: Integrated communication mix and promotional tools. People: The different roles of 'people' in marketing, including customer interfacing and support personnel. The different skills, attitudes and behaviour of people delivering the product or service to customers. Physical evidence: The tangible aspects of service delivery − visual, aural and olfactory elements. Process: Systems and processes involved in delivering a consistent service. Different types of processes used to expedite the marketing function. Achieving overall business objectives: The shift from the 4Ps to the 7Ps and the significance of the extended marketing mix. An overview of the marketing planning process (Analysis, Planning, Implementation and Control) and marketing strategy. LO3 Develop and evaluate a basic marketing plan Marketing planning: The importance and value of marketing plans. The links between marketing plans, marketing objectives and marketing strategies. Evaluating and monitoring marketing plans using appropriate control and evaluation techniques such as sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis. Structure and development of marketing plans: Market segmentation and target market selection. Setting goals and objectives, situational analysis tools and techniques, creating a marketing strategy and allocation of resources and monitoring and control measures. Collective agreements. Discipline, grievances and redundancy − best practice. pg. 5 0916 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 Links This unit links to the following related units: Unit 1: Business and the Business Environment Unit 22: Product and Service Development Unit 23: Integrated Marketing Communications Unit 37: Consumer Behaviour and Insight Unit 40: International Marketing 1.4 Scheme of Work pg. 6 0916 Week Session Lecture Schedule Outcome of session: The learner should be able to; Activity/seminar and formative assessment Resources 1 AM LO1 Topic: Definitions and the concept of marketing Introduction to the unit's content and the unit assessment. • An introduction to marketing: definitions and how it influences our daily lives. • Marketing within a business-to- consumer (B2C) and business- to-business (B2B) context. • Marketing as an organisational function. • Question and answer activity on general/prior knowledge of marketing as a concept. • Group activity – defining the terms e.g. marketing, advertising, promotion, merchandising, B2C and B2B. • Pair work – discuss and explain the function of marketing, to be followed up in next session. Module outline and qualification frame work PM LO1 Topic: The role of marketing • Issue Assignment 1 and introduction to the first assignment. • The structure and operation of marketing departments. • Outsourcing elements of the marketing function. • The marketing process, from situational analysis, defining objectives, strategies and evaluation. • Group activity • Pair work • Individual research Power Point presentation, activities, Internet websites pg. 7 0916 2 AM LO1 Topic: The marketing process •The marketing process, from situational analysis, defining objectives, strategies and evaluation. • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites PM LO1 Topic: The interrelationships between marketing and other functions • Explore interrelationships between marketing and other business functions. • The link between the marketing plan, marketing objectives and marketing strategy. • Understanding the link between marketing strategy and corporate strategy. • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites 3 AM LO1 Topic: Assignment workshop LO1 Topic: Assignment workshop – creating and delivering effective presentations Review of student progress on the first assignment. •Recap input as required. • Delivering and presenting information in a professional manner. • Presentation formats and methods. • Preparing for your audience. • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites pg. 8 0916 PM LO2 Topic: The marketing mix – overview •Issue Assignment 2 and introduction to the second assignment. • The use of management tools for strategic planning. • Broad outline of the marketing mix (7Ps) • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites 4 AM LO2 Topic: The marketing mix – products LO2 Topic: The marketing mix – promotion Attributes, market classifications, new product development . • Introduction to product life cycle and adoption. • The branding of products and services – definition and purpose of branding. • Types of branding – family, individual and own-label. Re- branding. • The impact of branding on buyer behaviour. • Promotional objectives and introduction to models of communication. • Promotional or communications mix – advertising, direct marketing, product placement, sponsorship, sales promotion, exhibitions and public relations. • The impact of promotion on buyer behaviour. • Group activity • Pair work • Individual research •Discussion activity • Case study • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites pg. 9 0916 PM LO2 Topic: The marketing mix – price LO2 Topic: The marketing mix – place/placement • Pricing objectives and factors that influence price. • Pricing tactics (B2C) – pioneering, penetration, price matching, variable, psychological, prestige, promotional and discounting. • Professional services pricing. • Competitive tendering. • International pricing issues. • The impact of price on buyer behaviour. • Definitions within a marketing context. • Different stages of channel management. • Logistics and supply chain management. • Physical and online retailing.. • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites 5 AM LO2 Topic: The marketing mix – people • The role of people within marketing. • The different roles undertaken – customer interfacing and support personnel. • The impact of people on buyer behaviour. • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites pg. 10 0916 PM LO2 Topic: The marketing mix – physical evidence LO2 Topic: The marketing mix – process • Definition. • Exteriors and interiors and how they influence buyer behaviour. • Visual factors – colour, lighting, uniforms and presentation. • Aural factors (music/sound) Olfactory factors (smell/taste). • The impact of physical evidence on buyer behaviour. • Definition within the marketing context. • Types of processes. • The impact of process on buyer behaviour. • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites 6 AM LO2 Topic: The marketing mix – integration • The shift from the 4Ps to the 7Ps. • The relationship between marketing, ethics and corporate social responsibility (CSR). • Examine actual and potential ethical issues in marketing. • The link between external factors and the 7Ps. • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites pg. 11 0916 PM LO3 Topic: Market segmentation and target market selection. Targeting and Positioning Evaluating and analysing Segmentation criteria, proposing different criteria for segmentation, recognition of different customers and their needs Analysing targeting and positioning strategies, choosing relevant strategies for different products, evaluating influence over marketing mix factors • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites 7 AM LO3 Topic: Developing a marketing plan • The links between marketing plans, marketing objectives and marketing strategies. • An overview of the marketing planning process (analysis, planning, implementation and control) and marketing strategy. • Setting goals and objectives. Evaluating and monitoring marketing plans. • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites PM LO3 Topic: Marketing planning – tools and techniques • Market segmentation and target market selection. • Situational analysis tools and techniques. • Creating a marketing strategy and allocation of resources. • Monitoring and control measures. • Group activity • Pair work • Individual research •Discussion activity • Case study Power Point presentation, activities, Internet websites 8 Assignment support week pg. 12 0916 LO 1, 2 & 3 Topic: Assignment workshop •Review of student progress on the assignment. 9 Assignment support week LO 1, 2 & 3 Topic: Assignment workshop •Review of individual student drafts for assignment. Individual appointments to address individual student queries and questions. 10 Assignment submission Assignment submission – Please note: Learners are to attach all presentation slides to final report (copy and paste or print screen slides from power point) Assignment submission on Turnitin 1.5 Teaching Ethos The college's approach towards teaching and learning is simple and effective. The main aim of UKCBC is to assist learners in maximising their potential by ensuring that they are taught clearly and effectively. This will enable students to engage in the learning environment and promote success in both their academic studies and subsequent career. The module tutor(s) will aim to combine lectures, workshops and tutorial activities. This environment will provide opportunities for the student to understand the course material through case study and text and to apply it in a practical way. The intent is to facilitate interactive class activities, and discussion about the significant role of research in a global and local business environment. 1.6 Methods of Delivery LECTURES: These will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. This method is primarily used to identify and explain key aspects of the subject so that learners can utilise their private study time more effectively. SEMINARS: These are in addition to the lectures. The seminars are designed to give learners the opportunity to test their understanding of the material covered in the lectures and private study with the help of reference books. This pg. 13 0916 methodology usually carries a set of questions identified in advance. Seminars are interactive sessions led by the learners. This method of study gives the learner an excellent opportunity to clarify any points of difficulty with the tutor and simultaneously develop their oral communication skills. CASE STUDIES An important learning methodology is the extensive use of case studies. They enable learners to apply the concepts that they learn in their subjects. The learners have to study the case, analyse the facts presented and arrive at conclusions and recommendations. This assists in the assessment of the learner's ability to apply to the real world the tools and techniques of analysis which they have learnt. The case study serves as a supplement to the theoretical knowledge imparted through the course work. 1.7 Plagiarism Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies' regulations. In this context the definition and scope of plagiarism are presented below: Plagiarism is presenting someone's work as your won. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student's coursework; stealing coursework form another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.) 1.8 Assignment brief Unit 2 Marketing Essentials Unit code R/508/0486 Unit type Core Term Start date 12/09/2016 Assignment/hand-out date 26/09/2016 Deadline/hand-in date 20/11/2016 pg. 14 0916 Assignment title Marketing and its application Word count Approximately 4000 – 5000 words Purpose of this assignment 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. Task 1 You are a newly appointed marketing manager of EE Limited (a mobile phone company in UK) and have noticed poor cross functional communication and a lack of marketing orientation throughout the organisation. In order to address these challenges, you believe there is a need for a management meeting where you would explain the role of marketing and how it interrelates with other functional units of the organisation in a presentation. Using the above scenario or similar research, you are required to prepare approximately 8 PowerPoint Slides and your speaker notes of approximately two sides of A4 addressing Task 1 which should:  Introduce the concept of marketing, including current and future trends.  Give an overview of the different marketing processes  Explain the key roles and responsibilities of the marketing manager at EE Limited.  Explain how roles and responsibilities of marketing influence and interrelates with other functional pg. 15 0916 departments of EE Limited.  Address the values and importance of the marketing role in the context of EE Limited.  Emphasise the significance of having effective interrelationships between different functional departments of EE Limited. The presentation slides and speaker notes should be submitted as one copy. You are 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. You have an opportunity to achieve M1, M2 & D1 in this task, kindly see the evidence section for this Task 2 You have been promoted as the new Marketing Director for EE Limited. The first objective you have been set is to research the competition and produce a marketing plan based on your findings. Your research should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. You are required to write a report to the Board. Your report needs to clearly address the following: Task 2a: Compare how EE Limited and another competitor of your choice apply the various elements of the extended marketing mix to the marketing planning process to achieve business objectives. The recommended word count is 1,000–1,500 words Task 2b: Produce a marketing plan of approximately 2000 words to meet EE's marketing goals and objectives. The extended elements of the marketing mix should be addressed in your marketing plan. The following outline could serve as a guide for your marketing plan:  Executive  Company Overview  Current Marketing Situation Analysis o Internal analysis o External analysis o SWOT analysis  Objectives  Strategy  Segmentation, targeting and positioning (STP)  Tactics & Action  Budget pg. 16 0916  Control  Conclusion You may include an appendix as appropriate You have an opportunity to achieve M3, M4 & D2 in this task, kindly see the evidence section for this 1.9 Evidence to achieve Pass, Merit and Distinction Pass Merit Distinction 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 pg. 17 0916 function and how they interrelate with other functional units of an organisation. 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. 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. LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives LO2 & 3 D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives. P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives. M3 Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved. LO3 Develop and evaluate a basic marketing plan P4 Produce and evaluate a basic marketing plan for an organisation. M4 Produce a detailed, coherent evidence-based marketing plan for an organisation. 2.0 Glossary of academic words used in this and other assignments   Account for Give reasons for: explain why something happens. Analyse Examine something in very close detail and from a number of angles. Identify the important points and chief features, and pg. 18 0916 understand their relationships. Argue Present a case for and against a proposal or statement and present your own opinion at the end. Compare Show how two or more things are similar. Contrast Look at two or more things and draw out differences. State whether the differences are significant. Critically evaluate Weigh arguments for and against something, assess the strength of evidence on both Faisales. Define Give the exact meaning of. Describe Give a detailed account of the main features or characteristics ... Discuss Write about the most important characteristics of something. Give arguments for and against, look at it from a variety of perspectives. Distinguish Identify the differences between two items. Evaluate Assess the worth or usefulness of something.