LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation
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Unit 2 Marketing Essentials
Assignment Context and Business Scenario
You are applying for the role of Marketing Manager within a UK-based organisation of your choice (subject to the approval by
your tutor) and as part of the interview process you are required to discuss the concept of marketing as well as its role within the
Further to this you will have to explain how marketing interrelates with other functions within the business.
The following tasks are required to be carried out:
LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation.
You are applying for the role of Marketing Manager within a UK_based organisatiopn of your choice and as part of the
interview process you are required to discuss the concept of marketing as well as its role within the organisation. Further to
this you will have to explain how marketing interrelates with other functions within the business. In addition to submitting a report of between 1,500–2,000 words to the Senior Marketing Manager of your chosen organisation, the Senior Marketing Manager wants you to have a 10-minute
presentation and 5 minutes allocated for questions as part of the interview process. The presentation should cover the following:
1. Introduction to the concept of marketing, including current and future trends.
2. An overview of the different marketing processes.
3. Explanation of the role and responsibilities of a marketing manager in the context of the organisation.
4. An explanation of how marketing influences and interrelates with other functional departments of the organisation.
5. The value and importance of the marketing role in the context of the organisation.
6. Conclusions that emphasize the significance of having effective interrelationships between different functional departments.
Using examples from your chosen organisation, explain the key roles and responsibilities of the marketing function how roles and
responsibilities of marketing relate to the wider organisational context [P1, P2].
To achieve M1, you should analyse the roles and responsibilities of marketing in the context of the marketing environment of your
To achieve M2, you should analyse the significance of the interrelationships between marketing and other functional units of
your chosen organisation.
To achieve D1, you should critically analyse and evaluate the key elements of the marketing function and how they interrelate with
other functional units of your chosen organisation. (NB: To obtain D1 you must meet both M1 and M2 criteria).
Following your application for the position of a Marketing Manager, you have now been appointed a new Marketing Manager for
your chosen organization. The first objective set for you is to research the competition and produce a marketing plan based on your
findings. This assignment has two parts (LO2 and LO3):
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives
Using your chosen organisation and another organisation, compare how organisations use the various elements of the 7Ps
marketing mix in the marketing planning process to achieve business objectives. This will be submitted as a briefing paper for
the marketing team. [P3].
To achieve M3, you should evaluate different tactics applied by organisations to demonstrate how business objectives have been
LO3 Develop and evaluate a basic marketing plan.
(NB: A marketing plan template is available in the VLE, but it is not mandatory to use this).
Using your chosen organisation, produce and evaluate a basic marketing plan to meet marketing goals and objectives.
The marketing plan should include all elements of the 7Ps marketing mix, with an action plan and measures for monitoring and
evaluating progress and meeting of your chosen organisation’s goals and objectives [P4].
To achieve M4, you should produce a detailed, coherent evidence-based marketing plan for your chosen organisation.
To achieve D2, you should design a strategic marketing plan