1 DGHE HNC/D Assignment Brief | Version 3 – March 2017
DAVID GAME COLLEGE BTEC HNC/D ASSESSMENT BRIEF
Course Full Name Higher Nationals Diploma (HND) in Business Management Unit number and title Unit 2: Marketing Essentials Assessor Andreia Areal Assignment Title Marketing Essentials Date issued Formative Deadline Summative Deadline IV Name and Date 24/04/2017 02/06/2017 20/07/2017
Unit Learning Outcomes:
Grading Criteria
Learning Outcomes
Pass Merit Distinction Task No. Evidence
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.
Task 1 PowerPoint Slides, Speech Notes with adequate referencing
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.
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.
Task 2 – Part A Briefing Paper with headings, subheading and adequate referencing
LO3 Develop and evaluate a basic
P4 Produce and evaluate a
M4 Produce a detailed, coherent
D2 Design a strategic
Task 2 – Part B A Marketing Plan with adequate referencing
2 DGHE HNC/D Assignment Brief | Version 3 – March 2017
marketing plan
basic marketing plan for an organisation.
evidence-based marketing plan for an organisation.
marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.
ASSIGNMENT BRIEF AND GUIDANCE:
Submission Format Task 1: The submission is in the form of a 10-minute individual PowerPoint presentation and 5 minutes allocated for questions. The presentation slides and speaker notes should be submitted as one copy. You are required 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. The recommended word limit is 1,500–2,000 words, including speaker notes, although you will not be penalised for exceeding the total word limit.
Task 2: Part A: A briefing paper of the situational analysis research to support the marketing plan goals and objectives. Your research should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 1,000–1,500 words, although you will not be penalised for exceeding the total word limit.
Part B: A completed marketing plan. A marketing plan template will be provided, but it is not mandatory to use this. Purpose of this assessment The assignment is designed to test the 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. Scenario You are applying for the role of Marketing Manager to a specific organisation. Due to the relevance of marketing to the organisation, you are expected to create a PowerPoint presentation where you discuss the role of marketing to the organisation while you address how marketing interrelates to other functions. Task 1 You are applying for the role of Marketing Manager within an organisation of your choice (you can select your own place of work). As part of the interview process, you are expected to discuss the concept of marketing and its role in the organisation. You are also expected to explain how marketing interrelates with other functions within the business. This will be a 10-minute presentation as part of the interview. Your presentation should cover the following: 1. Introduction to the concept of marketing, including current and future trends. 2. An overview of the marketing process. 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.
The first task is in the form of a 10-minute individual PowerPoint presentation and 5 minutes allocated for questions. The presentation slides and speaker notes should be submitted as one copy through Turnitin. You are required 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. This provides evidence for P1, P2, M1, M2, D1 Word count: 1500 – 2000 words
3 DGHE HNC/D Assignment Brief | Version 3 – March 2017
Scenario Congratulations! You are now the new Marketing Manager for the same organisation. Your boss wants you to draft a briefing paper explaining how the marketing mix will help the company to achieve their objectives. Furthermore, he expects you to produce a simple marketing plan in order to meet marketing objectives. Task 2 With reference to assignment one, you have been appointed as the new Marketing Manager for the same organisation. The first objective you have been set is to research the competition and produce a marketing plan based on your findings. This assignment has two parts:
Part A: Compare how your company and the closest competitor use the various elements of the 7Ps marketing mix. This will be submitted as a briefing paper for the marketing team.
The briefing paper will explain how the marketing mix and marketing process is used to achieve business objectives, relating to the two chosen organisations. This research will inform your situational analysis and enable you to formulate marketing goals and objectives for your organisation based on the comparative findings. Your research should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 1,000–1,500 words, although you will not be penalised for exceeding the total word limit.
Part B: Produce a marketing plan to meet marketing goals and objectives. The marketing plan should include a short situation analysis, all elements of the 7Ps marketing mix, with an action plan and measures for monitoring and evaluating progress and meeting of goals and objectives.
A completed marketing plan. A marketing plan template will be provided. This provides evidence for P3, P4, M3, M4, D2 Word count: 1000 – 1500 words
Sources of information [insert useful publications, websites, etc.] Task 1 Textbook, job advertisement for Marketing Manager in similar position Task 2 Organisation website, product/service the organisation sells; news articles; textbook.
Student Achievements and Assessor Feedback Student achievement and Assessor feedback for both formative and summative submissions will be recorded within Grademark Turnitin via Moodle and will be available for students to view as notified on Turnitin.
Student submission and declaration
The following declaration will be inserted in the Turnitin link for both formative and summative submissions: ‘I certify that by submitting the work for this assessment on Moodle (and via Turnitin) it is my own work and all research sources are fully acknowledged using the Harvard system of references. I certify that there are no personal or mitigating circumstances that have affected my work.’
By submitting such document, you acknowledge that your work is your own, and abides by the DGHE code of conduct, and Pearson regulations.
Please note that in case of academic malpractice DGHE reserves the right to decline to accept the work for assessment purposes, and/or conduct an investigation, which might result in an oral presentation, oral or written exam, or any other appropriate form of examination. Further information can be found in the academic integrity and misconduct policy, the assessment policy, and the student handbook.
Date Submitted:
4 DGHE HNC/D Assignment Brief | Version 3 – March 2017