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Programme - Pearson BTEC HNC Diploma in Business Level 4

Unit 1 - Marketing Essentials Assignment

Learning Outcomes

By the end of this unit a student will be able to:

1 Explain the role of marketing and how it interrelates with other functional snits 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 Mini case

The Marketing growth strategies of Top Shop-Mini case study

To grow, a business needs to give consumers what they want, at a price they are satisfied with, when they want it and make a profit for the company Top Shop commissioned market research which identified key potential for growth in the student sector. It had to develop a strategy for growth that not only covered the specific requirements of this target group, but also linked closely with the company's overall aims and objectives. The key elements that need to be in place for business planning are:

aims - describe the overall goals of a business

Assignment

You are the new marketing manager of Top Shop, your company has just appointed three new board members who want to understand the strategies used by the company to grow its market share. Your Managing Director has requested you to produce a report that will address all the issues the board members wanted to be familiar with. You have produced notes as given below that include:

LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation by:
a) Explain how the key roles and responsibilities of the marketing function relate to the wider organisational context.
b) Analyse the roles and responsibilities of marketing in the context of the marketing environment.
c) Analyse the significance of interrelationships between marketing and other functional units of an organisation
d) Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation

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

In an organisation that you are familiar with you are now required to write a report that aims to:

1) Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives.

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

LO3 Develop and evaluate a basic marketing plan.

1) Produce and evaluate a basic marketing plan for an organisation of your choice
2) Produce a detailed coherent evidence - based marketing plan for an organisation