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Assignment Briefs: Learning Objectives

This document provides assignment briefs for a marketing course, outlining two assignments. The first assignment requires students to create a 10-slide presentation analyzing the role of marketing and how it interrelates with other organizational functions. The second assignment involves conducting an analysis of two competitors' marketing strategies and creating a basic marketing plan applying the marketing mix. Both assignments must meet specified learning objectives and criteria for a passing, merit, or distinction grade.

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Zia Chowdhury
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Download as PDF, TXT or read online on Scribd
112 views

Assignment Briefs: Learning Objectives

This document provides assignment briefs for a marketing course, outlining two assignments. The first assignment requires students to create a 10-slide presentation analyzing the role of marketing and how it interrelates with other organizational functions. The second assignment involves conducting an analysis of two competitors' marketing strategies and creating a basic marketing plan applying the marketing mix. Both assignments must meet specified learning objectives and criteria for a passing, merit, or distinction grade.

Uploaded by

Zia Chowdhury
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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ASSIGNMENT BRIEFS 
 
Qualification  Pearson BTEC Level 5 HND Diploma in Business 

Unit (FT/OL)  FT U02 Marketing Essentials 

Year and cohort  HNDB2019, 2019 

Assessor name  Dr John Byrom 

Assignment title  Marketing concepts, internal relations, strategy, plans and 


application 
 
 
Learning Objectives 
LO1 Explain the role of marketing and how it interrelates 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 
 
LO3 Develop and evaluate a basic marketing plan 
 
Unit Learning Outcomes 

LO1 Explain the role of marketing and how it interrelates with other functional 
units of an organisation 

Assignment 1 Brief and Guidance: 


Marketing concepts and internal relations 

Submission format: 
 
The submission is an individual narrated 10-minute presentation (PowerPoint). Your 
presentation should be appropriate for the business scenario given below. 
 
You will submit your presentation slides and speaker notes into Turnitin: the 
recommended word limit (slides & speaker notes) is 1,500-2,000 words, although you 
will not be penalised for exceeding the total word limit. Your research should be 
referenced using the Harvard referencing system.  

Scenario and activity: 


 
In the first assignment, the scenario is that you have applied for a position as a junior 
marketing executive for your selected organisation and been shortlisted for an 
interview.  
 
At this interview you have been asked to prepare a 10-minute, 10-slide presentation in 
which you should critically analyse and evaluate the key elements of the marketing 
function and how it they interrelate with the other functions in an organisation. 
 
1. Explain the key roles and responsibilities of marketing in the context of the 
organisation. 
2. Analyse the roles and responsibilities of marketing in the context of the marketing 
environment. 
3. Analyse and evaluate the elements of marketing and how these interrelate with other 
functional units of the organisation. 

Draft deadline: Sunday October 6, 2019 23:59 


Unit Learning Outcomes 

LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) 
to achieve overall business objectives 
 
LO3 Develop and evaluate a basic marketing plan 

Assignment 2 Brief and Guidance: 


Marketing strategy and application 

Submission format: 
 
Part A: This part of the submission is a situational analysis to support the marketing plan 
goals and objectives. The recommended word limit is 1,000-1,500 words, although you 
will not be penalised for exceeding the total word limit.  
  
Part B: This part of the submission is in the form of a completed marketing plan. The 
recommended word limit is 1,000-1,500 words, although you will not be penalised for 
exceeding the total word limit. Your work should be referenced using the Harvard 
referencing system.  

Scenario and activity: 


 
You have been appointed to the post of junior marketing executive following your 
interview presentation in assignment 1. 
 
Following your appointment, your manager has asked you to prepare​ a short briefing 
paper​ to evaluate how two of your competitors use the various elements of the 7Ps 
marketing mix to meet their business objectives. The briefing paper (part A), which will 
be submitted to the marketing team, will include analyses of the competition and the 
external business and marketing environment. 
 
Following the analysis of the competition and the external business and marketing 
environment you are required to prepare​ a marketing plan ​for your manager and team 
that tactically applies the use of the 7Ps to achieve its objectives (part B). You may use 
the following headings to structure your marketing plan: 
 
1. Executive summary 
2. Current marketing situation 
3. Marketing goals, objectives, and strategy 
4. Segmentation, target market, and positioning 
5. Marketing budget 
6. implementation and monitoring of the plan 

Draft deadline: Sunday October 13, 2019 23:59 


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  M1​ ​Analyse ​the roles and   
and responsibilities of the  responsibilities of market-  D1 ​Critically analyse and 
marketing function.  ing in the context of the  evaluate​ the key elements 
  marketing environment.  of the marketing function 
P2​ Explain​ how roles and    and how they interrelate 
responsibilities of  M2 ​Analyse​ the  with other functional units 
marketing relate to the  significance of  of an organisation. 
wider organisational  interrelationships between 
context.  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   
 
P3 ​Compare​ the ways in  M3​ Evaluate ​different   
which different organisa-  tactics applied by   
tions apply the marketing  organisations to  D2 ​Design​ a strategic 
mix to the marketing  demonstrate how business  marketing plan that 
planning process to achieve  objectives can be achieved.  tactically applies the use of 
business objectives.  the 7Ps to achieve overall 
marketing objectives. 
LO3 Develop and evaluate a basic marketing plan 

P4​ ​Produce and evaluate​ a  M4 ​Produce ​a detailed, 


basic marketing plan for an  coherent evidence-based 
organisation.  marketing plan for an 
organisation. 

 
 
 
 
 
Referencing 
HELBUS uses the Harvard system of referencing. ​All the sources ​you have used to 
prepare your assignment ​must be referenced​ in your text and also in your bibliography.  

References List/Bibliography​ ​(in alphabetical order of the authors’ last names) 


 
Jobber, D. and Ellis-Chadwick, F. (2014) ​Principles and practice of marketing.​ 7th ed. 
London: McGraw Hill.  
 
Poole, J. (2011) ​Leadership in easy steps​. Southam: Mixed Sources. 
 
Thomas, D. (2019) Five reasons the car industry is struggling.​ BBC [​ online]. Available 
from: ​https://www.bbc.com/news/business-48545733​ ​[Accessed 24 June 2019].  

In-text referencing examples 


 
Author’s name is cited in your text 
Poole (2011, p.10) argues that ‘excellent leaders will recognise and develop people’. 
 
Marketing is a branch of business that consists of many theories and intricate systems, 
according to Jobber and Ellis-Chadwick (2013). 
 
Author’s name is not directly cited in your text 
‘Excellent leaders will recognise and develop people’ (Poole, 2001, p.10). 
 
Marketing is a branch of business that consists of many theories and intricate systems 
(Jobber & Ellis-Chadwick, 2013). 
 
 

To access the full guide to the Harvard System of Referencing go to Moodle >> Links 
(menu on the left) >> Referencing instructions 
 
Or take a look at the resources in the University of Northampton’s Skills Hub 
https://skillshub.northampton.ac.uk/referencing/ 
 
Command words 
  
Your assignment brief will contain a verb that indicates the level of the response that you are 
expected to give. This is called a ​command word​. It is important that you interpret these verbs 
correctly so that you fully recognise the level of critical thinking required in each assignment.  
 
If you have any questions about your assignment brief,, do ask your instructor to provide further 
advice. 
  
 
Analyse  This requires you to explore the different aspects of an issue, considering 
the relative significance of each. You would normally need to explore causal 
relationships, examining how an action will lead to a particular reaction. This 
type of assignment would not normally require you to make judgements, 
but rather to drill down into an issue, exploring relationships in depth. 

Assess  This requires you to weigh up the positive and negative aspects of 
something. Alternatively, it might require you to explore the important and 
unimportant aspects of an argument. You should build these strands into a 
balanced argument before reaching a final balanced conclusion. 

Critically  This is when you have to explore the strengths and weaknesses of the ideas 
analyse  of a theorist or claims made by a professional body before reaching a final, 
balanced conclusion. You would normally begin by presenting the initial idea 
and arguments in favour of it, before introducing contradictory arguments. 
When you present the arguments, you should present their relative merits 
(e.g. their strengths and weaknesses) before summarising your arguments 
and reaching a final conclusion. 

Demonstrate  Explain a broad range of ideas persuasively and with originality using a 
variety of examples 

Describe  Provide a thorough description of the characteristics of a subject 

Explain  Give details about how and why something is as it is and what relevance it 
has (implications) 

Evaluate  This type of question will require you to give an opinion on an issue, which 
you should support with relevant evidence. You should ensure that your 
response provides a balanced view of the issue, exploring points for and 
against your argument. This should lead to an overall conclusion where you 
summarise your main arguments and explain how you have come to your 
final decision. 

Justify  This requires you to provide arguments in support of a particular 


interpretation of, or perspective on, something. This should be based on the 
use of theoretical justifications applied to normal business practice. 

Identify  Name the main point or points and explain why you chose those. 

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