Reference no: EM132171569 , Length: 3300 Words

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

Assignment brief Guidance (LO1 and LO2):

The submission must be a form of an individual written report for LO1 and LO2. This should be written in a concise, formal business style using 1.5 line 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 words, although you will not be penalised for exceeding the total word limit.

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

LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.

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.

D1 Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation

Task 1
Evidence to be submitted (LO1 and LO2): Written Report

Scenario 1
You are applying for the role of Marketing Manager within KFC or ‘an organisation of your choice, such as your own place of work. 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.
Your report should cover the following:
1. Introduction to the concept of marketing, including current and future trends as they relate to KFC.
2. An overview of the different marketing processes.
3. Explanation of the role and responsibilities of a marketing manager in the context of KFC.
4. An explanation of how marketing influences and interrelates with other functional departments of KFC.
5. The value and importance of the marketing role in the context of KFC.
6. Conclusions that emphasise the significance of having effective interrelationships between different functional departments as identified.
7. Using KFC as an example compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives. Use at least one other organisation aside from KFC to inform your analysis

For higher grades (M1, M2 & D1) you need to develop the previous answers further to incorporate the following:
1. Analyse the roles and responsibilities of marketing in the context of the marketing environment
2. Analyse the significance of interrelationships between marketing and other functional units of KFC or in your selected organisation
3. Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation.

Scenario 2 (LO3):

You are the Marketing Manager for an organisation of your choice, and as part of the marketing strategy you are required explain a suitable marketing plan which would enable to the organisation to be more competitive in the market.
Your presentation should cover the following:

1. Marketing planning:
- The importance and value of marketing plans.
- The marketing objectives and marketing strategies.
- How to monitor marketing plan (using appropriate control and evaluation techniques such as sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis).

2. Structure and development of marketing plans:
- Market segmentation and target market selection.
- Setting goals and objectives, situational analysis tools and techniques,
- creating a marketing strategy and
- Allocation of resources and monitoring, control and evaluation measures.

For higher grades (M3, M4 &D2) you need to develop your slides further to incorporate the following in your presentation:

3. Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved.

4. Produce a detailed, coherent evidence-based marketing plan for KFC or another organisation.
Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.

Attachment:- ME brief.rar