Assessment Assignment Assignment front sheet Qualification Unit number and title Pearson BTEC Level 4 HNC in Business Unit 2- Marketing Essentials Unit Code: R/508/0486 Student name Assessor name Date issued Final submission date Submitted on 07/11/2016 03/02/2016 Re-Submitted on Assignment title Developing a marketing Plan Learning Outcomes and Assessment Criteria Pass Merit Distinction LO1 Explain the role of marketing and how it interrelates 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. D1 Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation. LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business 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. LO2& 3 D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades Grade Descriptor Indicative characteristic/s Contextualisation M1 Identify and apply strategies to find appropriate solutions Collect, analyse and organise information; managing time and priorities; setting timelines. The learner applies all possible ways to achieve the goals stated on the brief. Thinking of successful ways of solving problems or achieving your goals in other tasks. Using creative methods and not restricting the design in any way. M2 Select / design and apply appropriate methods / techniques Apply design thinking skills in preparing a brief, undertaking research and generating a range of ideas relevant to the brief The learner develops different design concepts for each need, and select and refine for each need a concept that satisfies each of the requirements of the brief. M3 Present and communicate appropriate findings Generation of a wide range of design ideas implementing observational and visualisation drawings The learner creates a diagram or storyboard to explain the stages of the design process, defining terms such as brief, client, communication needs, purpose, context, and audience characteristics; describe what occurs at each stage and who is involved D1 Use critical reflection to evaluate own work and justify valid conclusions Problem solving: developing creative solutions; developing practical solutions; applying a range of strategies to problem solving related to the project The learner critically demonstrates a variety of drawing techniques has been researched and that they have been effectively applied to convey various types of information regarding the chosen subject. It shows consistency in the accumulation of information, logical structuring of thoughts and ideas, as well as a understanding and critically analyse the project particular qualities. D2 Take responsibility for managing and organising activities Having knowledge and confidence in own ideas and concepts; evaluating and monitoring own performance; seeking feedback, taking responsibility; articulating own ideas and concepts The learner shows critical reflection on working process and development, how ideas have been changed and followed through, and an understanding of the value of the research with regards to the visual communication techniques that has been experimented with, which has underpinned the outcome through working procedures. Your work will show a critical understanding of the task and a critical approach to the subject chosen. D3 Demonstrate convergent/lateral/creative thinking Show initiative and enterprise being creative; generating a range of options; initiating solutions for the brief. The learner shows critical reflection on working process and development, how ideas have been changed and followed through, and an understanding of the value of the research which has underpinned the work through working procedures and notes. The work will show a critical understanding of the distinct parameters and a critical approach of chosen subject of study. Please note that for unit assignments assessors should use these or other exemplar indicative characteristics for the individual grade descriptors from Annexe C of the HN specification or any other relevant indicative characteristics for the particular assignment. The indicative characteristic should then be contextualised. Only one indicative characteristic per grade descriptor, M2, M2, M3, D1, D2, D3 is required. Assignment brief Unit number and title Unit 2 Qualification Pearson BTEC Level 4 HNC in Business Start date 07/11/2016 Deadline/Hand-in 03/02/2017 Assessor Assignment title Developing a Marketing Plan Purpose of this assignment: This assignment brief is expected to guide students to provide appropriate evidence of what they have learnt in this unit. This provides clear instructions to the students what they are required to do, set out through a series of tasks listed below. The brief also sets out a suitable scenario challenging students to contextualize their answers in vocational context. The brief provides opportunity for the learner to excel their performance by clearly stating descriptors for achieving merit and distinction. Assignment Task: Report writing Instruction: You are required to produce a written report considering the guidance and relevant assessment criteria below. This should be written in a concise, formal business style using single spacing and font size 12 (in Time New Romans). You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and reference using the Harvard referencing system. The recommended word limit is 2500 to 3000 words, although you will not be penalised for exceeding the total word limit. Assignment Task: Brief and Guidance (scenario) You are currently working as a Marketing Manager at your organization (you may choose either your workplace or any other of your own choice). It has been more than a year since you undertook this role. Now your line manager, the marketing director at your company, wants you to lead a new marketing project on introducing a new product / service into the existing market. As part of the project, you have been asked to produce a case study report considering the following tasks below: Task one: a) Explain the current and future trends of marketing functions at your organization. (P1) b) Provide an overview of different marketing processes at your organization. (P1) c) Explain the roles and responsibilities of a marketing manager at your organization.(P1) d) Explain how marketing influences and interrelates with other functional departments of the organization. (P2) e) Analyse the value and importance of the marketing roles and responsibilities in the context of the organization. (M1) f) Analyse the significance of having effective interrelationships between different functional departments at your chosen organization. (M2) g) Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of your chosen organization. (D1) (Criteria covered P1, P2, M1, M2 and D1) Task Two: Identify a competitor of your chosen organisation. Compare how these two organisations use the various elements of the 7Ps marketing mix. a) You should explain how the marketing mix and marketing processes is used to achieve business objectives, relating to the two chosen organisations. This research will enable you to formulate marketing goals and objectives for your organisation based on the comparative findings. (P3) b) Evaluate different tactics applied by the two organisations to demonstrate how business objectives can be achieved. (M3) c) Present some strategic goals and objectives for your organisation based on a critical analysis and evaluation of different tactics applied by the two organisations to demonstrate how business objectives can be achieved. (D2-Part 1) (Criteria covered P3, M3 and D2-Part 1) Task Three: Produce a marketing plan to meet the marketing goals and objectives that have been set in task two. a) The marketing plan should include all elements of the 7Ps marketing mix, with an action plan and measures for monitoring and evaluating progress and meeting of goals and objectives. (P4) b) Produce a detailed, coherent evidence-based marketing plan for your organisation. You should evaluate each marketing mix including a detailed action plan and measures for monitoring progress and meeting goals and objectives. (M4) c) Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve the strategic goals and objectives set in task two. (D2-Part 2) (Criteria covered P4, M4 and D2-Part 2) Evidence checklist Summary of evidence required by student Evidence presented (tick) Task 1-a)P1 Current and future trends of marketing functions at the chosen organization Task 1-b) P1 An overview of different marketing processes at the chosen organization Task 1-c)P1 Explain the roles and responsibilities of a marketing manager at the chosen organization Task 1 P2 Explain how marketing influences and interrelates with other functional departments of the organization Task 2 P3 Explain how the marketing mix and marketing processes is used to achieve business objectives, relating to the two chosen organisations. Formulate marketing goals and objectives for the chosen organisation based on the comparative findings. Task 3P4 The marketing plan should include all elements of the 7Ps marketing mix, with an action plan and measures for monitoring and evaluating progress and meeting of goals and objectives Sources of information: Recommended Resources 1. BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed. Harlow: Pearson. 2. GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings). London: Palgrave Macmillan. 3. JOBBER, D. and CHADWICK, F. (2012) Principles and Practice of Marketing. 7th Ed. Maidenhead: McGraw-Hill. 4. KOTLER, P. and ARMSTRONG, G. (2013) Principles of Marketing. London: Prentice Hall. 5. MCDONALD, M. and WILSON, H. (2011) Marketing Plans: How to Prepare Them, How to Use Them. 7th Ed. Chichester: John Riley and Sons. 6. Chartered Institute of Marketing (UK) www.cim.co.uk 7. [N.B: Specific Journal Papers and short video to be supplied during lectures.] 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 Achievement Summary Qualification Pearson BTEC Level 4 HNC in Business Assessor name Unit Number and title Unit 2 Marketing Essentials Student name Criteria Reference To achieve the criteria the evidence must show that the student is able to: Achieved ? (tick) LO 1 Explain the role of marketing and how it interrelates 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 LO 2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives LO 3 Develop and evaluate a basic marketing plan P4 Produce and evaluate a basic marketing plan for an organisation. Higher Grade achievements (where applicable) Merit Grade descriptors Achieved (tick) Distinction Grade descriptors Achieved (tick) M1- Assess how the functions of HRM can provide talent and skills appropriate to fulfil business objectives. D1 Critically evaluate the strengths and weaknesses of different approaches to recruitment and selection, supported by specific examples. M2- Evaluate the strengths and weaknesses of different approaches to recruitment and selection. D2 Critically evaluate HRM practices and application within the organisational context, using a range of specific examples M3 Explore the different methods used in HRM practices, providing specific examples to support evaluation within the organisational context. D3 Critically evaluate employee relations and the application of HRM practices that inform and influence decision-making in the organisational context.