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AMERICAN COLLEGE OF HIGHER EDUCATION BTEC HND DIPLOMA IN BUSINESS (LEVEL 4) ASSIGNMENT COVERSHEET 2021 UNIT TITLE & CODE

UNIT 2: Marketing Essentials Unit Code: R/508/0486

STUDENT NAME ASSESOR

ASSIGNMENT DATE

4

CREDITS

15

STUDENT ID

Ms.Muditha Wijesundara The role of marketing in an organization. ISSUE 07.03.2021

ASSESSMENT

LEVEL

ASSIGNMENT DISCUSSION DATE(s):

I.V by:

Mr.Dilan Premasiri

ASSIGNMENT SUBMISSION DATE

04.04.2021

ASSIGNMENT RESUBMISSION DATE

FINAL GRADE:

ORIGINAL SUBMISSION

Word Count 20002500

RESUBMISSION

ASSESMENT CRITERIA TO BE ASSESSED IN THIS ASSIGNMENT (Identify all criteria to be assessed in this assignment) Achieved Pass Criteria Original Submission Grade Achieved Original Submission

P1

M1

P2

P3

Merit Criteria M2 M3

P4

M4

P5

D1

Distinction Criteria D2

D3

AUTHENCITY STATEMENT I certify that the attached material is my original work. No other person’s work or ideas have been

used without acknowledgement. Except where I have stated that I have used some of this material elsewhere, I have not presented it for examination / assessment any other course or unit at this or any other institution. SIGNATURE

Internal Verifier Name : Signature :

DATE

Mr.Dilan Premasiri Date Verified :

01.02.2021

ASSESSORS FEEDBACK

GENERAL COMMENTS

SPECIFIC COMMENTS

HOW TO IMPROVE YOUR ACHIEVEMENTS IN THE FUTURE

ASSESSORS SIGNATURE & DATE

Assignment: Marketing Essentials Unit Code: R/508/0486

Unit Learning Outcomes LO1 Explain the role of marketing and how it interrelates with other functional units of an organization. LO2 Compare ways in which organizations use elements of the marketing mix (7Ps) to achieve overall business objectives. LO3 Develop and evaluate a basic marketing plan.

Assignment Title Submission Date

The role of marketing in an organization

Submission Format This should be written in a concise, formal business style using single spacing and font size 12. You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 2000-2500 words, although you will not be penalised for exceeding the total word limit. Scenario In today’s world, the role of marketing in organizations is too important to be ignored. Large and small organizations are today competing for the same market and the most innovative and proactive have emerged victors. As a result, a company’s survival is dependent upon their wise marketing efforts coupled by financial operational among other functions within their structure. Marketing plays an important role in establishing relationships between customers and the organizations offering to the market. It gives us the confidence to want to try a new product in the market as opposed to situations where the products enter the market without publicity. This makes the marketing function critical in every organization and Marketing shapes the image of the organization, how people associate the organizations products or services and indeed give people the confidence about their products or services. Without marketing, organization brands will not be illuminated and any organizations would

be lifeless. Organization’s success is not only determined by the prudent application of funds to the various portfolios of investment but also by the relationship established with the customers, which is a function of marketing. Ceylon Biscuits Limited (CBL) is one of the fastest growing and largest conglomerates in Sri Lanka that manufactures and markets many leading brands in biscuits, confectionery, cereal, soya based products, organic fruit products and many other categories globally. Recognized as a technology and innovation led producer, CBL caters to a large overseas market and has a global presence across all continents. Assume that you are appointed as a Brand Development Executive for one category of CBL and your task is to present a report to Head of Brands of your division. The Business report needs to address the following: LO 1 1. Explain the key roles and responsibilities of the marketing function in terms of given organizational context (P1). 2. Explain how roles and responsibilities of marketing relate to the wider organizational context (P2). 3. Analyze the roles and responsibilities of marketing in the context of the marketing environment (M1). 4. Analyze the significance and interrelationships between marketing and other functional units in CBL (M2). 5. Critically analyze and evaluate the key elements of the marketing function and how they interrelate with other functional units of CBL (D1). LO 2 1. Compare, Evaluate and critique the ways CBL and the competitive company apply the marketing mix to the marketing planning process to achieve business objectives (P3, M3 & D2) LO3 As a newly appointed Brand Executive for CBL assume that now you are in the Position to introduce a new Product under the brand name “Munchee” and your task as follows.

1. Produce and evaluate basic marketing plan for new Munchee product. (For merit and distinction refer the Assessment Criteria section) (P4, M4 & D2).

Learning Outcomes and Assessment Criteria PASS MERIT LO1 Explain the role of marketing and how it interrelates with other functional units of an organization. P1 Explain the key roles and responsibilities of the marketing function. P2 Explain how roles and

M1 Analyze the roles and responsibilities of marketing in the context of the marketing environment.

DISTINCTION

D1Critically analyze and evaluate the key elements of the marketing function and how they interrelate with other functional

units of an organization.

responsibilities of marketing 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 (7Ps) to achieve overall business objectives M3 Evaluate different P3 Compare the ways in tactics applied by which different organisations to organisations apply the demonstrate how marketing mix to the business objectives can marketing planning be achieved. process to achieve business objectives. LO3 Develop and evaluate a basic marketing plan P4 Produce and evaluate M4 Produce a detailed, a basic marketing plan for coherent evidence-based marketing plan for an an organization. organization.

Assignment Guidelines Type your assignment clearly Font type: Times New Roman/Arial Font size Headings:

14 pt, Bold, Underlined

Sub-headings:

12 pt, Bold, Underlined

Body:

12 pt, normal

Align:

Justify

LO2 and LO3 D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.

Line spacing:

1.5

Margins:

1” form each side

Numbering:

at the bottom right hand corner

Header

Left side- subject name Right side- individual/group assignment

Footer

Left side- batch number Right side-page number

Assignment compiling order a) Assessment Record Sheet b) Cover sheet c) Assignment Brief d) Acknowledgement e) Executive Summary f) Contents g) Introduction h) Body i) Conclusion j) References k) Appendix  All the Figures, Tables, Diagrams etc. should be numbered  Label sketches properly and neatly.  Write on only one side of the paper.  Utilize a table of contents and section headings where applicable.  Use size A4 paper.  Provide a title page and a front cover.  Do not forget to sign the plagiarism statement on the cover sheet of your assignment.  Please note that plagiarism is treated as a serious offence and therefore the work you produce must be individual and original although may work in groups in some instance  All sources of information must be referenced using “Harvard referencing” where a

reference listing should be included at the end of the assignment  Assignments returned to students for re-working must be re-submitted within 15 days (Please refer to Student Handbook on Assignments – Re-submission).  Failure to re-submit

the previously marked

assignment

with the re-submitted

assignment will mean that results cannot be released for the respective unit.  Please note that the technical failures which occur during the assignment processing period are not counted as an excuse for late submissions. As a precaution you are expected to have a backup file (a copy of your assignment) by all means saved in the system to avoid sudden system crashes and technical failures.  The ethical procedures of the course strictly maintain a data security policy on students’ work and you should submit a soft copy of your completed assignment along with your completed assignment hard copy in order to avoid assignment information distribution among others....