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Unit 02: Marketing Essentials

BTEC Level 4 HNC in Business

Unit 02: Marketing Essentials 

Learning Outcomes

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.

Scenario:

You have recently been employed as a junior manager at ‘Primark’ and you are located in the UK head office. You have been asked to write a newsletter for publication in the company’s in-house magazine to provide a brief overview to staff on the processes of marketing and its importance for an organisation like Primark. Your report should address the following

P1 As marketing is a core function of business operation, explain the key roles and responsibilities of the marketing function. Please relate to the Primark UK case study by providing examples.

P2 Explain how the roles and responsibilities of marketing relate to the Primark UK organisational context.

P3 Compare ways in which Primark UK and another organisation apply the marketing mix to the marketing planning process to achieve business objectives.

Merits and Distinctions

 

To Achieve M1 you need to: Analyse the roles and responsibilities of marketing in the context of the marketing environment.

To Achieve M2 you need to: Analyse the significance of interrelationships between marketing and other functional units of an organisation.

To Achieve M3 you need to: Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved.

To Achieve D1 you need to: Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation.

To Achieve D2 you need to: Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.

Scenario: In your role as the junior manager, your marketing director has approached and asked you to contribute in the company’s business plan by writing a basic marketing plan. Therefore, you are required to produce a marketing plan mainly focusing on the marketing concepts, current situation analysis of the business and the use of marketing mix in different contexts.

You should present your marketing plan in an appropriate structure including executive summary, and introduction by developing main key elements of a marketing plan where possible.

P4 Produce and evaluate a basic marketing plan for Primark UK.

 

Merits and Distinctions

To Achieve M4 Produce a detailed coherent evidence-based marketing plan for an organisation.

 

To Achieve D2 you need to Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.

 

Scenario: In your role as the junior manager, your marketing director has approached and asked you to contribute in the company’s business plan by writing a basic marketing plan. Therefore, you are required to produce a marketing plan mainly focusing on the marketing concepts, current situation analysis of the business and the use of marketing mix in different contexts.

 

You should present your marketing plan in an appropriate structure including executive summary, and introduction by developing main key elements of a marketing plan where possible.

 

P4 Produce and evaluate a basic marketing plan for Primark UK.

 

Merits and Distinctions

To Achieve M4 Produce a detailed coherent evidence-based marketing plan for an organisation.

 

To Achieve D2 you need to Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.

 


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