MARKETING ESSENTIALS

Guided learning hours 60

Term Start Date 26th February 2018

Hand out date w/c 26/02/2018

Submission Deadline 20th May 2018 11.59 pm

Lecturers & Formative Assessments 10 Weeks

Module Leader Khalid Karim

This document is the product and property of the UK College of Business and Computing and therefore may not

be: shared with any external third party; reproduced in full or in part; or used in any other related manner

whatsoever, without prior expressed written permission. This statement is for the attention of students, staff

and external parties. In the case of copyright infringement, legal action will be exercised.

Assignment title Marketing Essentials

Word count Approximately 3000 words

Purpose of this assignment

This unit is designed to introduce 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. While they will learn the underpinning theories

and frameworks, they will also be able to relate these to real-world examples, including products/services that they

encounter in their own daily lives.

Evidences

The evidences towards this assignment should include;

 Memo

 Marketing strategy (7Ps marking mix)

 Marketing plan

Part 1

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

Scenario:

You are a newly appointed Marketing Manager of a relatively new transportation company ‘Your Destination’

specialised in providing transportation facilities nationwide. The company is growing fast and after 3 years of

successful operation within London and Essex, senior management has finally decided to become a nationwide

company with branches in Manchester, Newcastle, Glasgow and Aberdeen etc. One of the main objective is to be

able to compete with National Express who is the market leader.

The organisation is looking to recruit two Marketing Officers to cope with the expansion plan. As the Marketing

Manager you have been requested to prepare a memo for circulation before the next senior management meeting.

The content of the memo should

a) Explain the key duties and responsibilities for a Marketing Officer and a proposed structure and

operations of the marketing department. (P1)

b) Explain how the roles and responsibilities will contribute to the wider organisational objectives. (P2)

Kindly use the marking guide to see how you can achieve pass, merit and distinction

Part 2

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

The marketing strategy will be one of key items on the agenda for the next senior management meeting. Your line

manager who is the Chief Executive Officer has requested you to come up with a marketing plan for discussion in

the meeting.

a) Using the 7Ps compare Your Destination approach to applying the marking mix to that of National Express in

achieving the business objectives. (P3)

b) Produce a basic marketing plan for the nationwide expansion. (P4)

Kindly use the marking guide to see how you can achieve pass, merit and distinction

Grading criteria

Pass Merit Distinction

LO1 Explain the role of marketing and how it interrelates with 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.

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.

LO2 Compare ways in which organisations use elements of the marketing

mix (7Ps) to achieve overall business objectives

LO2 & 3

D2 Design a strategic marketing

plan that tactically applies the use

of the 7Ps to achieve overall

marketing 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.

Submitting your assignment

You will submit your assignment to the appropriate submission link on ulearn before midnight on 20th

May 2018. The assignment should be in a word document and preferably using Arial font size 12 and 1.5

spacing. Your assignment should be uploaded on the Turnitin Assignment submission section. It is

advisable to use the Turnitin Plagiarism checker before uploading the final piece of work.

Academic Misconduct’ Statement:

‘Academic Misconduct’ is a term used to describe a deliberate attempt by a student to take unfair

advantage over other students to undermine the quality, standards and credibility of the programmes

and qualifications offer by UKCBC. Academic Misconduct includes: plagiarism; collusion; falsification;

replication; cheating; bribery; and impersonation. A student suspected of Academic Misconduct will be

investigated by the College and appropriate action will be taken.

‘Contract Cheating’ Statement:

‘Contract Cheating’ is defined by the Quality Assurance Agency (QAA) as occurring when, “a third party

completes work for a student who then submits it to an education provider as their own, where such

input is not permitted.” Such third party companies have become known as ‘essay mills’, and it is the

responsibility of students to avoid contact and association with such third party companies throughout

their entire period of study. A student suspected of Contract Cheating will be investigated by the College

and appropriate action will be taken.

Glossary of commonly used academic words used in this and other assignments

Account for Give reasons for: explain why something happens.

Analyse Examine something in very close detail and from a number of angles.

Identify the important points and chief features, and understand

their relationships.

Argue Present a case for and against a proposal or statement and present

your own opinion at the end.

Compare Show how two or more things are similar.

Contrast Look at two or more things and draw out differences. State whether

the differences are significant.

Critically evaluate Weigh arguments for and against something, assess the strength of

evidence on both sides.

Define Give the exact meaning of.

Describe Give a detailed account of the main features or characteristics

Discuss Write about the most important characteristics of something. Give

arguments for and against, look at it from a variety of perspectives.

Evaluate Assess the worth or usefulness of something. Use evidence to

support your opinion

Determine To establish appropriateness of a theory or an argument

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