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LO1 Explain the role of marketing and how it interrelates with other business units of an organization

  • BTEC Level 5 Higher National Diploma in Business
  • Unit Code / Type/ Level / Credit Value: A/618/5033 / Core / 4 / 15
  • Unit Number and Title: Unit 2: Marketing Processes and Planning
  • Assignment Title: Developing a Marketing Plan

PART ONE: Submission format

The assignment is to be submitted as a

Case Study Report

This case study must be clear and concise and include a summary of analysis and recommendations

All your work must be supported with research and referenced correctly using the Harvard Referencing System (or an alternative referencing system). Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit for the briefing paper is 1,500–2,000 words, although you will not be penalized for going under or exceeding the total word limit.

Unit Learning Outcomes for PART ONE

  • LO1 Explain the role of marketing and how it interrelates with other business units of an organization
  • LO2 Compare ways in which organizations use elements of the marketing mix to achieve overall business objectives

Assignment activity and guidance

Uber Eats is a food delivery service, offering app-based ordering and facilitating delivery through its own driver network from local restaurant kitchens, as well as exclusive virtual restaurants.

You are a Junior Marketing Officer, working in the Marketing Department of Uber Eat. Your role encompasses new network development. As part of your new role, you have been asked to provide a case study of app-based food delivery business in the UK. Your case study should consist of a brief overview of the current market trends/concepts, and key marketing functions within the selected organization. It should further illustrate how marketing interrelates with other functional areas within the business organization (Direct link to Unit 1 material) 

The case study should cover the following:

  • Introduce to the current marketing trends and to the concept of marketing for Uber Eats
  •  Analyze the roles and responsibilities of marketing and the competencies required to succeed
  •  Explain how the marketing function works and interacts with other departments
  •  Analyze how this interrelationship supports the wider organizational context in terms of vision, mission, and purpose
  •  Provide critical reflection on, and insight into, the internal and external factors that influence on marketing functions
  •  Identify the extended marketing mix of Uber Eats and compare it with Just Eat’s
  •  Evaluate the marketing strategies and tactical approaches adopted by Uber Eats and how they contribute to the success of the organizations in meeting their overall business objectives
  • Provide conclusions and a set of justified recommendations on what the company can learn and implement regarding their marketing strategy

PART TWO: Submission format

Students will submit a

Marketing Plan

that addresses the set brief.

A detailed Media Plan needs to be fully integrated into the overall marketing plan. This should be written in a business style format, making use of heading and sub-headings, and using business language.

The recommended word limit is 1,200–1,500 words, although you will not be penalized for exceeding the total word limit.

Unit Learning Outcomes for PART TWO

  • LO3 Produce a Marketing Plan for an organization that meets marketing objectives
  • LO4 Develop a Media Plan to support a marketing campaign for an organization

Assignment activity and guidance

Now your line manager wants to test your skills and knowledge of app-based delivery business for Uber Eats.

He wants you to produce a detailed, coherent evidence-based

Strategic Marketing Plan

for the organization and that should include the following as minimum: 

  • Select a product/product of the organization you have chosen for a marketing plan
  • Develop marketing objectives
  • Conduct evidence-based market scan for your product/products
  • Develop effective market strategy to achieve the objectives which should include the following:

     Strategy over 7 Ps of marketing for the chosen product/products. Compare and evaluate them with a competitive product

     Market Segmentation, Target and Position Analysis

  • Plan for resource utilization including budgets
  • Monitoring & Control plan
  • Summary

You also need to develop a 

Media Plan

that supports the planned marketing campaign, this will include: 

  • a media budget
  • recommendations and rationale for selected and integrated multi-media activities within the set budget that meets the marketing objectives
  • appropriate digital, offline, and social media channels for communication
  • full justification for a multi-media plan based on quantitative and qualitative criteria

Transferable skills and competencies developed

  • Produce a wide range of creative and effective communications, showing ability to write and proofread clear and innovative copy and project briefs, and give confident presentations
  • Assimilate and analyze data and information from a range of sources to support marketing activities
  • Ability to analyze and evaluate a range of business data
  • Commercial acumen based on an awareness of the key drivers for business success

Vocational skills developed

  • How to plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives
  • How to evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources
  • A creative and analytical mind, with a willingness to think of new ways of doing things
  • Research skills for evidence-based decision making

Recommended Resources for TASK ONE

Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive

 

Recommended Resources for TASK ONE

Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive

 

Weblinks

Chartered Institute of Marketing (2021). Available at:

https://www.cim.co.uk

Marketing Donut blogs (2021). Available at:

https://www.marketingdonut.co.uk/blog

Marketing Teacher resources and videos (2000–2021). Available at:

http://www.marketingteacher.com

Marketing Week Report (2021). Available at:

https://www.marketingweek.com

The balance small business. The elements of a marketing mix and how to use them effectively. Available at:

https://www.thebalancesmb.com/what-is-a-marketing-mix-2295520

HubSpot. How to Develop a Successful Marketing Mix Strategy [+ Templates]. Available at:

https://blog.hubspot.com/marketing/marketing-mix

HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your

Digital Presence. Available at:

 

https://blog.hubspot.com/marketing/digital-strategy- guide

MindTools. Understanding How to Position Your Market Offering.

Available at:

 

https://www.mindtools.com/pages/article/newSTR_94.htm

Smart Insights. Marketing strategy vs tactics – why the difference matters. Available at:

https://www.smartinsights.com/marketing-planning/marketing-strategy/marketing-strategy-vs-tactics-difference/

    YourDictionary. Tips for Writing a Briefing Document. Available at:

https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writing-a-briefing- document.html

 

 

HN Global

HN Global (2021) Reading Lists. Available at:

https://hnglobal.highernationals.com/learning-zone/reading-lists

HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals.com/subjects/resource-libraries

HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks

 

 

Textbooks

     Groucutt, J. and Hopkins, C. (2015) Marketing (Macmillan Business Briefing). London:

     Palgrave Macmillan.

Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.   Maidenhead: McGraw-Hill.

Kotler, P. and Armstrong, G. (2016) Principles of Marketing.7th Ed London: Pearson.

 

 

Recommended Resources for TASK TWO

Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive

Weblinks

Marketing Week. Planning for marketing planning: 14 steps to an effective presentation. Available at:

 https://www.marketingweek.com/mark-ritson-marketing-planning-14-steps/

Strategic Marketing Plan Template & Examples. Available at: https://www.teamgantt.com/marketing-templates/strategic-marketing-plan-template

Get2Growth. Marketing plan example. Available at: https://get2growth.com/marketing-plan-example/

Marketing Evolution. What is Media Planning? Available at:

https://www.marketingevolution.com/marketing-essentials/media-planning

HubSpot. Media planning: The Ultimate Guide. Available at: https://blog.hubspot.com/marketing/media-planning

 

HN Global

HN Global (2021) Reading Lists. Available at: https://hnglobal.highernationals.com/learning-zone/reading-lists

HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals.com/subjects/resource-libraries

HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks

Textbooks

McDonald, M. and Wilson, H. (2016) Marketing Plans: How to Prepare Them, How to UseThem. 8th Ed. Chichester: John Wiley and Sons.

Academic integrity

(Note to Avoid Plagiarism)

 

Academic integrity is a fundamental expectation for all college/university students and while it is acknowledged that mitigating circumstances might be raised as factors in student behavior, cheating cannot be disregarded. GBS definition of plagiarism, as contained in GBS Academic Good Practice and Academic Misconduct Policy and Procedure, has been expanded to make explicit that copying from texts or web sources and copying work from other students constitutes plagiarism.

“Plagiarism is the act of taking or copying someone else’s work, including another student’s, and presenting it as if it were your own. Plagiarism is said to occur when ideas, texts, theories, data, created artistic artefacts or other material are presented without acknowledgement so that the person considering this work is given the impression that what they have before them is the student’s own original work when it is not. Plagiarism also occurs where a student’s own work is re-presented without being properly referenced. Plagiarism is a form of cheating and is a disciplinary offence.”

Plagiarism is easy to avoid by making sure you reference all of the sources of material that you use in the completion of your work. Pearson has developed Guidelines on Harvard Referencing which are available in Academic Support Area for Students on Moodle (VLE) as well as on respective unit pages.

If you are concerned about referencing techniques, please draw the matter to your Unit Lecturer or Academic Support Team on [email protected] so that you may receive extra advice.

Group coursework may be designed so that the contribution of each student is identifiable, but inclusion of plagiarized material is still the responsibility of the whole group. All members of the group should exercise vigilance to ensure that work is properly referenced; in group work, students have a shared responsibility for the assignment. 

Student Declaration Form

This is to confirm that this submission is my own work, produced without any external help except acceptable support from my lecturer. It has not been copied from any other person’s work (published or unpublished) and has not previously been submitted for assessment either at GBS or elsewhere. I confirm that I have read and understood the ‘GBS Academic Good Practice and Academic Misconduct: Policy and Procedure’ available on Moodle.

 I confirm I have read and understood the above Student Declaration

Student Name (print)

 

Signature

 

Date

 

 

Learning Outcomes and Assessment Criteria 

Pass

Merit

 Distinction

 

 LO1: Explain the role of marketing and how it interrelates with other business units of an organization

 

P1. Explain the concept of marketing and marketing operations including the different areas and role of marketing

M1. Analyze the role of marketing in the context of the marketing environment

D1. Critically analyze the external and internal environment in which the marketing                             function operates

 

 P2. Explain how the marketing function relates to the wider organizational context.

 M2. Analyze the significance of interrelationships between marketing and other functional units of an organization

 

 

 LO2: Compare ways in which organizations use elements of the marketing mix to achieve overall business objectives

 

 P3. Compare the ways in which different organizations apply the marketing mix to the marketing planning process to achieve business objectives

 M3. Review strategies and tactical approaches applied by organizations to demonstrate how business objectives can be achieved successfully

 D2. Evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives

 

 LO3: Produce a marketing plan for an organization that meets marketing objectives

 

 P4. Develop a marketing plan that includes key elements of marketing planning for an organization to achieve marketing objectives

 M4. Produce a detailed tactical marketing plan that integrates the extended marketing mix to achieve marketing objectives

 D3. Produce a strategic marketing plan for an organization that measures achievement of marketing objectives within key performance metrics

 LO4: Develop a media plan to support a marketing campaign for an organization

P5. Produce a media plan that includes recommendations and rationale for selected media activities that meet budgetary requirements and objectives of a marketing campaign brief

M5. Devise an integrated multimedia plan, selecting appropriate digital, offline and social media channels for communication

 D4. Provide a justified integrated multimedia plan based on quantitative and qualitative criteria

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