"ASSIGNMENT BRIEFQualification TitleUnit Number/Title Pearson BTEC Level 5 - HND in Business Unit 2: Marketing Essentials(Management) Unit Leader Name Internal Verifier NameDate of Issue Date of SubmissionTask 1 - TBA Task 2&3Coursework Rules and Regulations at St. Patrick’s International CollegePlagiarism – the College takes plagiarism and academic misconduct seriously and therefore,suspected plagiarism will be investigated and if found to have occurred will be dealt with according tothe procedures set down by the College. Please see your Student Handbook for further details ofcourse of action for plagiarism issue. ‘Plagiarism’ is presenting somebody else’s work as your own. It includes copying information directlyfrom the Web or books without referencing the material; submitting joint coursework as an individualeffort; copying another student’s coursework; stealing coursework from another student andsubmitting it as your own work. Student Declaration – all coursework submission will need to bear a declaration signed by you. Submission Regulations 1 You are required to submit your coursework on-line through the College’s Virtual LearningEnvironment (VLE) which can be accessed through http://stpmoodle.net. Detailed informationabout this is available in the Student Handbook. 2 Details of submission procedures and related course of actions can be obtained from theAcademic Administration Department or the Student Handbook.3 If you are unable to submit your coursework on time due to extenuating circumstances, youare required to make an application to your respective Schools for it to be considered, using an‘Extenuating Circumstances Form’available from the Academic Admin Office. Do not ask thelecturers responsible for the course - they are not authorised to award an extension.The completed form must be accompanied by evidence such as a medical certificate in theevent of you being sick.4 Specific requirement or subject specific requirement for coursework submission will be statedfurther in the assignment brief or will be advised by your lecturer. Learning Outcomes AssessmentTo achieve the criteria the evidenceTaskCriteria must show that the student is able Noto: St. Patrick’s International College 1 Standard AB Template V1DNL2016 Explain the role of marketing Explain the key roles and responsibilitiesP1 1and how it interrelates with of the marketing function.other functional units of anExplain how roles and responsibilities oforganisationP2 marketing relate to the wider 1organisational context.Compare ways in which Compare the ways inwhichorganisations use elements differentorganisations applyof the marketing mix (7Ps) to P3 themarketing mix to themarketing2achieve overall business planningprocess to achievebusinessobjectives objectives.Develop and evaluate a basicProduce and evaluatea basic marketingP43marketing planplanforan organisation.In addition to the above PASS criteria, this assignment gives you the opportunity to submitevidence in order to achieve the following MERIT and DISTINCTION descriptorsGrade Descriptor ContextualisationAnalyse the roles and responsibilities of marketing in the context of theM1marketing environment. (Task 1)Analyse the significance of interrelationships between marketing and otherM2functional units of an organisation. (Task 1)Evaluate different tactics applied by organisations to demonstrate howM3business objectives can be achieved. (Task 2)Produce a detailed, coherent evidence-based marketing plan for anM4organisation. (Task 3)Critically analyse and evaluate the key elements of the marketing functionand how they interrelate with other functional units of anD1organisation.(Task 1)Design a strategic marketing plan that tactically applies the use of the 7PsD2to achieve overall marketing objectives.(Task 3)St. Patrick’s International College 2 Standard AB Template V1DNL2016 ASSIGNMENT BRIEFTask 1 Task 2 & 3Hand in deadline TBA Assignment title Marketing concepts and strategyPurpose of this assignmentThis assignment aims to provide the opportunity for demonstrating the knowledge on how Marketingfunctions within an organization, using the marketing mix to support the organisational objectives.Furthermore, it ascertains the ability to apply theoretical knowledge in practice through the preparation ofa Marketing plan.Task 1 - Tesco: Our business modelTesco grew into a big business by focusing on the little things. Not because we developed a highly complexbusiness strategy. Nor because we developed aradical, revolutionary business model. We weresuccessful because customers were our number onepriority and everything we did was about doing theright thing for them. Our aim today is to regain that total focus on servingcustomers. We have refocused our business underthree operational headlines: ? Listening to, understanding and reaching out to customers to create the best possible offer ? Working with growers and suppliers to make great products, and helping to deliver the best value tocustomers and? Working across different channels to get those products to customers in the most convenient waypossible. Our aim is to make sure everything in the business is set up in the most efficient way to create value forcustomers. By refocusing on these three areas – and with the capabilities, reach, insight and skills we have within ourbusiness – we are uniquely placed to deliver the best offer we can and in doing so earn our customers’loyalty. By creating value for our customers, we will create sustainable value for our shareholders too.Adapted from: Tesco Strategic Report 2015 (https://www.tescoplc.com/media/264150/strategic_report_15.pdf)St. Patrick’s International College 3 Standard AB Template V1DNL2016 Having completed the HND you have been recently promoted as a Senior Marketing Executive at Tesco.Oneof your duties is to train the junior Marketing Executives who have joined the company. Your Manager hasrequested you to conduct a 10 minutepresentationfor the new recruits which covers 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 theorganisation.5) The value and importance of the marketing role in the context of the organisation.6) Conclusions that emphasise the significance of having effective interrelationships between differentfunctional departments.This task provides evidence for P1, P2, M1,M2, and D1Task 2 - For Profit Marketing Vs Not-for-profit marketing (Charities)One of the certainties in life is that we need money to survive, as few things in this world can be eitheracquired or achieved without money. The key role of any charity therefore, has to be to generate income inorder to achieve the aims and objectives defined by the board and management of the charity. Increasingly,charities are recognizing the value of marketing, and there has been a distinct change, as more and morecharities emerge into the arena of different forms of retailing, sponsorship and event organizations.However, their approach to retailing takes on very different dynamics to that of a traditional retailer.Prepare a Briefing Paper comparing the Marketing mix (7P’s) of The National Trust tothat of BritishAirways.This task provides evidence for P3 and M3St. Patrick’s International College 4 Standard AB Template V1DNL2016 Task 3 - Atrium Insurance CorporationAtrium Insurance Corporation is an insurance company thatoffers highly complex products targeted at corporate clients fromthe shipping industry. Like others in the financial servicesindustry, Atrium Insurance corporation has been significantlyimpacted by the financial crisis and the increase in regulationacross the industry, the result which is that the organisation’sentire product range and marketing communications havechanged.The marketing director of the company is planning to enter the retail insurance sector which targets the individualcustomers.You are the Marketing Manager for Atrium Insurance Corporation. The marketing Director has instructed you toprepare a marketing plan to introduce a new product to the retail insurance market.Prepare a marketing planincluding all elements of the extended marketing mix (7Ps), with an action plan and measures for monitoring andevaluating progress and meeting of goals and objectives.This task provides evidence forP4, M4 and D2Further GuidanceSt. Patrick’s International College 5 Standard AB Template V1DNL2016 GradingEach Unit will be graded as a Pass, Merit, and Distinction when all learning outcomes andassessment criteria have been met. A Pass is awarded for the achievement of all Learning Outcomes against the specifiedAssessment Criteria.A Merit or Distinction is awarded for higher level achievement upon achieving the M’s andD’s criteria. If all required assessment criteria have not been achieved the work is graded ‘Referred’.If the work illustrate more than the similarity % cap or concern over originality of part or allcontent of the work, it is graded ‘Withheld’. The student will then be interviewed to ascertainoriginality.In the case of incomplete work or partial submission (others such as blank template, no evidence ofreal attempt), the work is graded ‘Unreasonable Submission’. When a Unit has been assessed, Grades are reported on the College’s VLE. You can obtain thegrade awarded by viewing the Submission Inbox, navigating different tabs to see the statusof your submission. By viewing the Report, the Originality can be obtained.Clicking on theGradeMark tab will reveal the QuickMark comments.Clicking on the General Comment tabwill reveal the comments made by the Assessor and Internal Verifier. Please note that numeric value (for example, 75% for Distinction) is used to classify thedifferent grades awarded to support the system requirement on the College’s VLE, Grades arereported on the VLE as follow: % GRADES 75% Distinction65% Merit50% Pass35% ReferredWithheld W1 – direct copy from various sourcesW2 – collusion10%(Note: detailed feedback on W1 and W2will be provided by the Assessor in theGeneral feedback section.)5% Unreasonable SubmissionAdditional Information St. Patrick’s International College 6 Standard AB Template V1DNL2016 ? For any late submission without approved Extenuating circumstances prior to the setdeadline, the grade iscapped at a PASS. ? It is expected that the guided word count are adhered to when writing yourcoursework. Recommended resourcesBooks? BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed.Harlow: Pearson.? GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings). London:Palgrave Macmillan.? JOBBER, D. and CHADWICK, F. (2012) Principles and Practice of Marketing. 7th Ed.Maidenhead: McGraw-Hill.? KOTLER, P. and ARMSTRONG, G. (2013) Principles of Marketing. London: PrenticeHall.? MCDONALD, M. and WILSON, H. (2011) Marketing Plans: How to Prepare Them, Howto Use Them. 7th Ed. Chichester: John Riley and Sons.Journals? Journal of Marketing? Harvard Business ReviewWebsites? American Marketing Associationwww.ama.org? Chartered Institute of Marketing (UK) www.cim.co.ukSt. Patrick’s International College 7 Standard AB Template V1DNL2016 "