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BTEC HND in Business

Assignment Brief

RQF Unit 35 Marketing Essentials

Unit level 4

Unit code R/508/0486

Guided learning hours 60

Term Start Date 26th February 2018

Hand out date w/c 26/02/2018

Submission Deadline 20th May 2018 11.59 pm

Lecturers & Formative Assessments 10 Weeks

Module Leader Khalid Karim

This document is the product and property of the UK College of Business and Computing and therefore may not

be: shared with any external third party; reproduced in full or in part; or used in any other related manner

whatsoever, without prior expressed written permission. This statement is for the attention of students, staff

and external parties. In the case of copyright infringement, legal action will be exercised.

Assignment title Marketing Essentials

Word count Approximately 3000 words

Purpose of this assignment

This unit is designed to introduce students to the principles of marketing, enabling them to develop a basic marketing

plan and to employ elements of the marketing mix to achieve results. While they will learn the underpinning theories

and frameworks, they will also be able to relate these to real-world examples, including products/services that they

encounter in their own daily lives.

Evidences

The evidences towards this assignment should include;

 Memo

 Marketing strategy (7Ps marking mix)

 Marketing plan

Part 1

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

Scenario:

You are a newly appointed Marketing Manager of a relatively new transportation company ‘Your Destination’

specialised in providing transportation facilities nationwide. The company is growing fast and after 3 years of

successful operation within London and Essex, senior management has finally decided to become a nationwide

company with branches in Manchester, Newcastle, Glasgow and Aberdeen etc. One of the main objective is to be

able to compete with National Express who is the market leader.

The organisation is looking to recruit two Marketing Officers to cope with the expansion plan. As the Marketing

Manager you have been requested to prepare a memo for circulation before the next senior management meeting.

The content of the memo should

a) Explain the key duties and responsibilities for a Marketing Officer and a proposed structure and

operations of the marketing department. (P1)

b) Explain how the roles and responsibilities will contribute to the wider organisational objectives. (P2)

Kindly use the marking guide to see how you can achieve pass, merit and distinction

Part 2

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

objectives

LO3: Develop and evaluate a basic marketing plan

The marketing strategy will be one of key items on the agenda for the next senior management meeting. Your line

manager who is the Chief Executive Officer has requested you to come up with a marketing plan for discussion in

the meeting.

a) Using the 7Ps compare Your Destination approach to applying the marking mix to that of National Express in

achieving the business objectives. (P3)

b) Produce a basic marketing plan for the nationwide expansion. (P4)

Kindly use the marking guide to see how you can achieve pass, merit and distinction

Grading criteria

Pass Merit Distinction

LO1 Explain the role of marketing and how it interrelates with 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.

P1 Explain the key roles and

responsibilities of the marketing

function.

P2 Explain how roles and

responsibilities of marketing relate

to the wider organisational context.

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.

LO2 Compare ways in which organisations use elements of the marketing

mix (7Ps) to achieve overall business objectives

LO2 & 3

D2 Design a strategic marketing

plan that tactically applies the use

of the 7Ps to achieve overall

marketing objectives.

P3 Compare the ways in which

different organisations apply the

marketing mix to the marketing

planning process to achieve

business objectives.

M3 Evaluate different tactics

applied by organisations to

demonstrate how business

objectives can be achieved.

LO3 Develop and evaluate a basic marketing plan

P4 Produce and evaluate a basic

marketing plan for an organisation.

M4 Produce a detailed, coherent

evidence-based marketing plan for

an organisation.

Submitting your assignment

You will submit your assignment to the appropriate submission link on ulearn before midnight on 20th

May 2018. The assignment should be in a word document and preferably using Arial font size 12 and 1.5

spacing. Your assignment should be uploaded on the Turnitin Assignment submission section. It is

advisable to use the Turnitin Plagiarism checker before uploading the final piece of work.

Academic Misconduct’ Statement:

‘Academic Misconduct’ is a term used to describe a deliberate attempt by a student to take unfair

advantage over other students to undermine the quality, standards and credibility of the programmes

and qualifications offer by UKCBC. Academic Misconduct includes: plagiarism; collusion; falsification;

replication; cheating; bribery; and impersonation. A student suspected of Academic Misconduct will be

investigated by the College and appropriate action will be taken.

‘Contract Cheating’ Statement:

‘Contract Cheating’ is defined by the Quality Assurance Agency (QAA) as occurring when, “a third party

completes work for a student who then submits it to an education provider as their own, where such

input is not permitted.” Such third party companies have become known as ‘essay mills’, and it is the

responsibility of students to avoid contact and association with such third party companies throughout

their entire period of study. A student suspected of Contract Cheating will be investigated by the College

and appropriate action will be taken.

Glossary of commonly used academic words used in this and other assignments

Account for Give reasons for: explain why something happens.

Analyse Examine something in very close detail and from a number of angles.

Identify the important points and chief features, and understand

their relationships.

Argue Present a case for and against a proposal or statement and present

your own opinion at the end.

Compare Show how two or more things are similar.

Contrast Look at two or more things and draw out differences. State whether

the differences are significant.

Critically evaluate Weigh arguments for and against something, assess the strength of

evidence on both sides.

Define Give the exact meaning of.

Describe Give a detailed account of the main features or characteristics

Discuss Write about the most important characteristics of something. Give

arguments for and against, look at it from a variety of perspectives.

Evaluate Assess the worth or usefulness of something. Use evidence to

support your opinion

Determine To establish appropriateness of a theory or an argument

Marketing Essentials/Module Booklet/ME Module Booklet.doc

BTEC HND in Business Module Booklet

Unit 2	Marketing Essentials
Unit level	4
Unit code	R/508/0486
Unit type	Core
Lectures & Formative Assessments	10 Weeks
Guided learning hours	60
Module Leader	Khalid Karim

Table of Contents

1BTEC HND in Business Module Booklet

3 1.1 Introduction

3 1.2 Learning Outcome

3 1.3 Essential Content

6 1.4 Scheme of Work

11 1.5 Teaching Ethos

12 1.6 Methods of Delivery

12 1.7 Plagiarism

16 1.8 Evidence to achieve Pass, Merit and Distinction

17 1.9 Glossary of academic words used in this and other assignments

1.1 Introduction

This unit is designed to introduce students to the principles of marketing, enabling them to develop a basic marketing plan and to employ elements of the marketing mix to achieve results. While they will learn the underpinning theories and frameworks, they will also be able to relate these to real-world examples, including products/services that they encounter in their own daily lives.

Organisations such as Apple, Google, VISA, Burberry, Zara, Cadbury, Nestle, Unilever, Coca-Cola, Unicef, BP and small local businesses all have at least one thing in common: they all use marketing to influence us to engage with their products and/or services. Whether it is becoming a loyal customer buying a product and service or donating to a charity, organisations use a range of marketing techniques and tools to inform and influence us.

The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities; whether setting up their own business or being employed by an organisation.

1.2 Learning Outcome

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 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.

1.3 Essential Content

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

Definitions and the marketing concept:

Definitions of marketing and the nature of marketing.

The development of the marketing concept, including current and future trends. How the external environment influences and impacts upon marketing activity.

The role of marketing:

The structure and operations of marketing departments.

Overview of marketing processes that include analysis, strategic planning and the marketing mix.

The different roles of marketing within both a B2C and B2B context.

The interrelationships of functional units:

Marketing as a business function.

The different roles of business units and the interrelationships between these functional units and marketing.

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

The 7Ps marketing mix:

Product: Differences between products and services, importance of brands, product development and product lifestyle.

Price: Pricing context, pricing strategies and tactics.

Place: Channel management, supply chain management and logistics.

Promotion: Integrated communication mix and promotional tools.

People: The different roles of ‘people’ in marketing, including customer interfacing and support personnel. The different skills, attitudes and behaviour of people delivering the product or service to customers.

Physical evidence: The tangible aspects of service delivery − visual, aural and olfactory elements.

Process: Systems and processes involved in delivering a consistent service. Different types of processes used to expedite the marketing function.

Achieving overall business objectives:

The shift from the 4Ps to the 7Ps and the significance of the extended marketing mix.

An overview of the marketing planning process (Analysis, Planning, Implementation and Control) and marketing strategy.

LO3 Develop and evaluate a basic marketing plan

Marketing planning:

The importance and value of marketing plans.

The links between marketing plans, marketing objectives and marketing strategies.

Evaluating and monitoring marketing plans using appropriate control and evaluation techniques such as sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis.

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 and control measures.

Collective agreements.

Discipline, grievances and redundancy − best practice.

Recommended Resources

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: Prentice Hall.

MCDONALD, M. and WILSON, H. (2011) Marketing Plans: How to Prepare Them, How to Use Them. 7th Ed. Chichester: John Riley and Sons.

Journals

Journal of Marketing

Harvard Business Review

Websites

American Marketing Association www.ama.org

Chartered Institute of Marketing (UK) www.cim.co.uk

Links

This unit links to the following related units:

Unit 1: Business and the Business Environment

Unit 22: Product and Service Development

Unit 23: Integrated Marketing Communications

Unit 37: Consumer Behaviour and Insight

Unit 40: International Marketing

1.4 Scheme of Work

Week	Session	Lecture Outcome	Session Activities: The learner should be able to;
W1	1	LO1 Topic: Definitions and the concept of marketing	Introduction to the unit’s content and the unit assessment. • An introduction to marketing: definitions and how it influences our daily lives. • Marketing within a business-to-consumer (B2C) and business- to-business (B2B) context. • Marketing as an organisational function. Sample activities: • Question and answer activity on general/prior knowledge of marketing as a concept. • Group activity – defining the terms e.g. marketing, advertising, promotion, merchandising, B2C and B2B. • Pair work – discuss and explain the function of marketing, to be followed up in next session.
	2	LO1 Topic: The role of marketing	• Issue Assignment and introduction to Part 1 of the assignment. • The structure and operation of marketing departments. • Outsourcing elements of the marketing function. • The marketing process, from situational analysis, defining objectives, strategies and evaluation. Sample activities: • Group activity – research and discuss different functions in marketing. • Pair work – identify and list different roles and responsibilities of staff in marketing department. • Individual research – what is the standard process for a marketing plan?
W2	3	LO1 Topic: The marketing process	•The marketing process, from situational analysis, defining objectives, strategies and evaluation. Sample activities: •Group activity -each group given a marketing scenario. Each group to research the key requirements of the marketing process and present their feedback. •Discussion activity –using case studies generate discussion about how to apply effective marketing planning.
	4	LO1 Topic: The interrelationships between marketing and other functions	• Explore interrelationships between marketing and other business functions. • The link between the marketing plan, marketing objectives and marketing strategy. • Understanding the link between marketing strategy and corporate strategy. Sample activities: • Group activity – establish the links and dependencies between marketing and other departments/functions in a given business. • Discussion, question and answer activity – what is the link between marketing strategy and overall organisational strategy?
W3	5	LO1 Topic: Assignment workshop	•Review of student progress on the first assignment. •Recap input as required. Sample activities: Brief tutor-led overview of assessment requirements. • Open question and answer activity to address general questions and concerns. • Review of academic requirements and submission format. • Individual student queries and questions.
	6	LO1 Topic: Assignment workshop – creating and delivering effective presentations	• Delivering and presenting information in a professional manner. • Presentation formats and methods. • Preparing for your audience. Sample activities: • Question and answer activity based on short videos of different presentations – good and bad points in presentations. • Professional use of formats and software – PowerPoint, flipcharts, interactive boards etc. • Group activity – identity and profile your audience
W4	7	LO1 Topic: Student presentations – Assignment 1	• Student presentations for Assignment 1. • Peer reflection and discussion. Sample activities: • Individual student presentations. • Peer reflection at the end on the good and bad practices noted. Comments: It is suggested that the rest of the group attend presentations as an ‘audience’ to create a realistic scenario. Also for group reflection at the end of presentations.
	8	LO2 Topic: The marketing mix – overview	• Introduction to Part 2 of the assignment. • The use of management tools for strategic planning. • Broad outline of the marketing mix (7Ps) Sample activities: • Tutor-led brief of Assignment 2. • Question and answer activity – what is the marketing mix? • Discussion and student input on how this tool can be used to assist decisions about business strategy. • Group work – research and list the 7Ps of the marketing mix.
5	9	LO2 Topic: The marketing mix – products	Attributes, market classifications, new product development. • Introduction to product life cycle and adoption. • The branding of products and services – definition and purpose of branding. • Types of branding – family, individual and own-label. Re-branding. • The impact of branding on buyer behaviour. Sample activities: • Discussion – investigate the product life cycle. • Student research in to strong brands and what makes a strong brand. Also asses impact that strong brands have on buyer behaviour. • Students to create a brand image and logo for a given product.
	10	LO2 Topic: The marketing mix – promotion	• Promotional objectives and introduction to models of communication. • Promotional or communications mix – advertising, direct marketing, product placement, sponsorship, sales promotion, exhibitions and public relations. • The impact of promotion on buyer behaviour. Sample activities: • Pair work – discuss and explain the reason for promotions and its purpose. • Group discussion – discuss the use of different methods of promotion and the impact on users/buyers.
6	11	LO2 Topic: The marketing mix – price	• Pricing objectives and factors that influence price. • Pricing tactics (B2C) – pioneering, penetration, price matching, variable, psychological, prestige, promotional and discounting. • Professional services pricing. • Competitive tendering. • International pricing issues. • The impact of price on buyer behaviour. Sample activities: • Pair work – investigate why pricing tactics should be considered when planning to market new products. • Group activity – research different pricing tactics and assess its appropriateness in a given context. • Student debate – the impact of price on buyer behaviour.
	12	LO2 Topic: The marketing mix – place/placement	• Definitions within a marketing context. • Different stages of channel management. • Logistics and supply chain management. • Physical and online retailing. Sample activities: • Individual activity – define place/placement in the marketing mix. • Group activity – investigate and draw a poster of the stages of channel management. • Class discussion – the influence of logistics and supply chain management on marketing.
7	13	LO2 Topic: The marketing mix – people	• The role of people within marketing. • The different roles undertaken – customer interfacing and support personnel. • The impact of people on buyer behaviour. Sample activities: • Student activity – recap and explain different people in marketing processes. • Group activity – in a given case study or scenario identify the different roles in marketing e.g. customer facing, support functions etc.
	14	LO2 Topic: The marketing mix – physical evidence	• Definition. • Exteriors and interiors and how they influence buyer behaviour. • Visual factors – colour, lighting, uniforms and presentation. • Aural factors (music/sound) Olfactory factors (smell/taste). • The impact of physical evidence on buyer behaviour. Sample activities: • Small student groups – discuss the influence that physical elements have on their own perception of products. • Practical activity – show various physical environments for students to comment on visual impact, aural impact and impression of smell and taste (olfactory impact). • Discussion in pairs – what impact does the above have on buying behaviour?
8	15	LO2 Topic: The marketing mix – process	• Definition within the marketing context. • Types of processes. • The impact of process on buyer behaviour. Sample activities: • Short activity – students to research and list different processes in delivering products. • Group discussion – the appropriateness and effectiveness of different processes in a specific context. • Discussion in pairs – how does process impact on buyer behaviour?
	16	LO2 Topic: The marketing mix – integration	• Understanding of the marketing mix can be adapted to meet the needs of customers within both a B2C and B2B context. • The shift from the 4Ps to the 7Ps. • The relationship between marketing, ethics and corporate social responsibility (CSR). • Examine actual and potential ethical issues in marketing. • The link between external factors and the 7Ps. Sample activities: • Group discussion – the ‘flexible mix’ and the need to adapt it. • Tutor to explain/discuss the change from 4Ps to 7Ps • Group activity – the link between marketing ethics and CSR. • Homework in pairs – consider the application of the 7Ps in a given context.
9	17	LO3 Topic: Developing a marketing plan	• The links between marketing plans, marketing objectives and marketing strategies. • An overview of the marketing planning process (analysis, planning, implementation and control) and marketing strategy. • Setting goals and objectives. Evaluating and monitoring marketing plans. Sample activities: • Student research: what is the value of a good marketing plan? Present back to the group. • Group activity – investigate and illustrate the marketing process in a poster format. • Pair work to identify the key elements needed in an effective marketing plan.
	18	LO3 Topic: Marketing planning – tools and techniques	• Market segmentation and target market selection. • Situational analysis tools and techniques. • Creating a marketing strategy and allocation of resources. • Monitoring and control measures. Sample activities: • Group activity – use an appropriate case study to apply market segmentation to a business. • Pair work – on the basis of the previous activity/discussion, identify a target market for the given business. • Group discussion – explain how the strategy would be implemented and the process of monitoring.
10	19	LO2 & 3 Topic: Assignment workshop	•Review of student progress on the second assignment. Sample activities: ● Brief tutor-led overview of assessment requirements. ● Open question and answer activity to address general questions and concerns. ● Review of academic requirements and submission format. ● Individual student queries and questions.
	20	LO2 & 3 Topic: Assignment draft review workshop	•Review of individual student drafts for second assignment. Sample activities: ● Individual appointments to address individual student queries and questions.

1.5 Teaching Ethos

The college’s approach towards teaching and learning is simple and effective. The main aim of UKCBC is to assist learners in maximising their potential by ensuring that they are taught clearly and effectively. This will enable students to engage in the learning environment and promote success in both their academic studies and subsequent career.

The module tutor(s) will aim to combine lectures, workshops and tutorial activities. This environment will provide opportunities for the student to understand the course material through case study and text and to apply it in a practical way. The intent is to facilitate interactive class activities, and discussion about the significant role of research in a global and local business environment.

1.6 Methods of Delivery

LECTURES:

These will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. This method is primarily used to identify and explain key aspects of the subject so that learners can utilise their private study time more effectively.

SEMINARS:

These are in addition to the lectures. The seminars are designed to give learners the opportunity to test their understanding of the material covered in the lectures and private study with the help of reference books. This methodology usually carries a set of questions identified in advance. Seminars are interactive sessions led by the learners. This method of study gives the learner an excellent opportunity to clarify any points of difficulty with the tutor and simultaneously develop their oral communication skills.

CASE STUDIES

An important learning methodology is the extensive use of case studies. They enable learners to apply the concepts that they learn in their subjects. The learners have to study the case, analyse the facts presented and arrive at conclusions and recommendations. This assists in the assessment of the learner’s ability to apply to the real world the tools and techniques of analysis which they have learnt. The case study serves as a supplement to the theoretical knowledge imparted through the course work.

1.7 Plagiarism

Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below:

Plagiarism is presenting someone’s work as your won. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework form another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)

1.8 Evidence to achieve Pass, Merit and Distinction

Pass	Merit	Distinction
LO1 Explain the role of marketing and how it interrelates with 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.
P1 Explain the key roles and responsibilities of the marketing function. P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.	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.
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives	LO2 & 3 D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.
P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives.	M3 Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved.
LO3 Develop and evaluate a basic marketing plan
P4 Produce and evaluate a basic marketing plan for an organisation.	M4 Produce a detailed, coherent evidence-based marketing plan for an organisation.

1.9 Glossary of academic words used in this and other assignments

Account for	Give reasons for: explain why something happens.
Analyse	Examine something in very close detail and from a number of angles. Identify the important points and chief features, and understand their relationships.
Argue	Present a case for and against a proposal or statement and present your own opinion at the end.
Compare	Show how two or more things are similar.
Contrast	Look at two or more things and draw out differences. State whether the differences are significant.
Critically evaluate	Weigh arguments for and against something, assess the strength of evidence on both sides.
Define	Give the exact meaning of.
Describe	Give a detailed account of the main features or characteristics …
Discuss	Write about the most important characteristics of something. Give arguments for and against, look at it from a variety of perspectives.
Distinguish	Identify the differences between two items.
Evaluate	Assess the worth or usefulness of something. Use evidence to support your opinion.
Examine	Look at something in detail. You may be expected to ‘critically evaluate’ it as well.
Explain	Make it clear why something happens or why it is the way it is.
Identify	Recognise name and briefly describe something.
Illustrate	Use examples to further explain or justify something. Could be visual or verbal.
Interpret	Explain the meaning or significance of information or data that you are presenting.
Justify	Provide evidence that supports an argument or idea.
Outline	Give only the main points, show only the main structure.
Prove	Present evidence in a logical structure to support an argument for a point of view.
Relate (Two meanings)	1. Show how ideas / theories/ events etc are linked or connected. 2. Tell a story. Explain something in a narrative fashion.
Review	Survey and comment on the key aspects of something or a range of things.
State	Give the main features clearly and simply.
Summarise	Draw out the main points, omitting detail and examples.
To what extent…	How far is something true, or contributes to a final outcome. Also how far is it not true? In academic writing the answer is usually somewhere in the middle.
Trace	Describe the development of something; follow the order of different stages in an event or process.

Adapted from Cottrell.S.(2003) The Study Skills Handbook. Basingstoke. Palgrave.

pg. 18

Marketing Essentials/Support/Analysis Tools.pptx

ANALYSIS TOOLS

ANALYSING THE CURRENT SITUATION

STRENGTHS	WEAKNESSES
	THREATS

INTERNAL

(inside the business)

EXTERNAL

(outside the business)

Strengths:

-Your specialist marketing expertise

A new, innovative product or service

Location of your business

Quality processes and procedures.

Any other aspect of your business that adds value to your product or service.

Weaknesses:

Lack of marketing expertise.

Undifferentiated products or services (i.e. in relation to your competitors).

Location of your business.

Poor quality goods or services.

Damaged reputation.

SWOT ANALYSIS – INTERNAL

Opportunities:

 A developing market such as the Internet.

 Mergers, joint ventures or strategic alliances.

 Moving into new market segments that offer improved profits.

 A new international market.

 A market vacated by an ineffective competitor

Threats:

 A new competitor in your home market.

 Price wars with competitors.

 A competitor has a new, innovative product or service.

 Competitors have superior access to channels of distribution.

 Taxation is introduced on your product or service.

SWOT ANALYSIS – EXTERNAL

SWOT ANALYSIS

STRENGTHS – Things a company are good at e.g. customer service, licence, awards, software	WEAKNESSES – Things a company could improve on e.g. bad customer service, old software
OPPORTUNITIES – External factors that could be good for the business e.g. grants from the Government	THREATS – External factors that could negatively affect the company e.g. increase in taxes

YOU ARE TO INTERVIEW YOUR PARTNER, AND ASK THEM QUESTIONS TO FIND OUT THEIR: STRENGTHS, WEAKNESSES (INTERNAL) AND FACTORS OUTSIDE THAT MAY IMPACT UPON THEM

BOSTON BOX / BCG MATRIX

Dogs.

These are products with a low share of a low growth market.

Do not generate cash for the company, they tend to absorb it. NOT GOOD PRODUCTS

Cash Cows.

 These are products with a high share of a slow growth market – GOOD

PRODUCTS

Problem Children.

 These are products with a low share of a high growth market – NEW

PRODUCTS

Stars.

 High sales – High Growth – generate high amounts of income.

BOSTON BOX

PRODUCT LIFE CYCLE (PLC)

PRODUCT LIFE CYCLE

Think of a product or service in relation to each of the stages of the product life cycle

BUTLER’S TOURIST AREA LIFE CYCLE

CRITICAL RANGE OF ELEMENTS OF CAPAPCITY

A. Rejuvenation

Stage 5. Stagnation

B. Stabilisation

Stage 4. Consolidation

C. Decline

Stage 3. Development

Stage 2. Involvement

Stage 1. Exploration

Time

Number of Tourists

PORTERS’ 5 FORCES

PORTERS 5 FORCES

focus on the single, stand alone, business or SBU (Strategic Business Unit) rather than a single product or range of products. The threat of entry.

 Economies of scale e.g. the benefits associated with bulk purchasing.

 The high or low cost of entry e.g. how can I enter the market? Do I need a local business?

 Ease of access to distribution channels

 Will competitors retaliate?

 Government action e.g. will new laws be introduced that will weaken our competitive position?

The power of buyers.

 This is high where there a few, large players in a market e.g. tour operators

The power of suppliers.

 The power of suppliers tends to be a reversal of the power of buyers. E.g. BIG hotel chains / brands

The threat of substitutes

– Companies offering the same product / service e.g. airlines but also offering other types of transport

Competitive Rivalry

 This is most likely to be high where entry is likely; there is the threat of substitute products, and suppliers and buyers in the market attempt to control.

 Always in the center of the diagram.

ANSOFF’S BOX – STRATEGIES FOR GROWTH.

existing products to our existing customers

existing product range in a new market

new product to be marketed

to our existing customers

new products to new customers:

– Related / Unrelated

Marketing Essentials/Support/Assignment Structure .pptx

ASSIGNMENT STRUCTURE

FORMAT

OPEN WORD DOCUMENT

FONT: TIMES NEW ROMAN

FONT SIZE: 12

LINE SPACING: 1.5

JUSTIFY TEXT:

ADD PAGES!

STRUCTURE

FRONTSHEET FROM

TABLE OF CONTENTS

EXECUTIVE SUMMARY

CORE BODY OF ASSIGNMENT

REFERENCES

APPENDIX

BIBLIOGRAPHY

TABLE OF CONTEXTS

EXECUTIVE SUMMARY

P1 Describe the ……..(use tab or space to add the page number) p.2

P2 Evaluate…….. P.4

Conclusion

References

Appendix

Bibliography

Executive Summary

The executive summary must be comprehensive enough to present such elements of the main document as purpose, understanding of the problem, scope, technical approach to solving the problem, methods, results of preliminary analyses, and recommendations.

Unlike abstracts, executive summaries are usually proportional in length to the main document, typically about 5 – 10 lines.

E.g ….In this assignemnt we will understand the porpuse of hospitality marketing and we will work based on a specific case study to describe in real world the theory that we have learned so far.

CORE BODY OF ASSIGNMENT

AVOID WRITING THE HOLE SENTENCE THE TURNIT IN – AS IT RECOGNIZE IT PLAGIARISM

WRITE ONLY (1.1) AND JUSTIFY CENTRE

Avoid huge paragraphs. One paragraph = 10 to 12 lines!!!!!

If there is not enough space ending your paragraph in the page, send the hole paragraph into the next page….avoid cutting paragraphs and titles.

References – How to add Footnotes

Marketing is a tool that ……………..as it was needed. = A paragraph

Use punctuations “…………….” to mark the paragraph

Go to the end of the sentence you want to footnote. In Microsoft Word, you would go to the References tab, click on the Footnotes group and select “Insert Footnote.” A number “1” should appear to the right of the sentence, and a number “1” will appear in the footer of your first page. In the footer, type the information you’d like to include foot-noted.

The cursor should be placed after any punctuation. The number linking to the footnote should appear outside the sentence, not inside of it.

Cite your quotation or reference. In the event that you’re using footnotes in place of parenthetical in-text citations, the footnote should include the name of the author or editor, title (in italics), compiler, translator or editor, edition, name of series (including number or volume), place of publication, publisher and date of publication and page numbers of citation.

For example: Reginald Daily, Timeless wikiHow Examples: Through the Ages (Minneapolis: St. Olaf Press, 2010), 115.

APPENDIX

USE A BLANC PAGE

WRITTE WITH BIG LETTERS IN THE MIDDLE OF THE PAGE APPENDIX

IN THE NEXT PAGE COPY PASTE YOUR PRESENATION.

NOT ONLY YOUR PART…..!!!!!!!!

BIBLIOGRAPHY

ADD THE REFERENCE BOOKS

ADD all your of your sources, (internet, books, magazines, articles)

Always BOOKS FIRST !!!!!!!!!

Use Bullet Points for Bibliography

Marketing Essentials/Support/How to use the marketing mix.pdf

What are is 7Ps Marketing Mix and how should it be used?

The marketing mix is a familiar marketing strategy tool, which you will probably know, was traditionally limited to the core 4Ps of Product, Price, Place and Promotion. It is one of the top 3 classic marketing models according to a poll on Smart Insights.

The 7Ps model was devised by E. Jerome McCarthy and published in 1960 in his book Basic Marketing. A Managerial Approach.

We’ve created the graphic below so you can see the key elements of the 7Ps marketing mix.

The 4Ps were designed at a time where businesses sold products, rather than services and the role of customer service in helping brand development wasn’t so well know. Over time, Booms and Pitner added three extended ‘service mix P’s’: Participants, Physical evidence and Processes, and later Participants was renamed People. Today, it’s recommended that the full 7Ps of the marketing mix are considered when reviewing competitive strategies.

The 7Ps helps companies to review and define key issues that affect the marketing of its products and services and is often now referred to as the 7Ps framework for the digital marketing mix.

http://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/marketing-models/

http://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-7ps-marketing-mix/attachment/the-7ps-marketing-mix/

In Dave Chaffey’s book: Digital Marketing: Strategy, Implementation and Practice, this model was refreshed and applied to online channels to give a practical approach which works well for multichannel businesses. An eighth P, ‘Partners’ is often recommended for businesses to gain reach online (first mentioned in Emarketing Excellence by Dave Chaffey and PR Smith although some would argue it’s part of Place).

How can I use this model?

Companies can use the 7Ps model to set objectives, conduct a SWOT analysis and undertake competitive analysis. It’s a practical framework to evaluate an existing business and work through appropriate approaches whilst evaluating the mix element as shown below and ask yourself the following questions:

 Products/Services: How can you develop your products or services?

 Prices/Fees: How can we change our pricing model?

 Place/Access: What new distribution options are there for customers to experience our product, e.g. online, in-store, mobile etc.

 Promotion: How can we add to or substitute the combination within paid, owned and earned media channels?

 Physical Evidence: How we reassure our customers, e.g. impressive buildings, well-trained staff, great website?

 People: Who are our people and are there skills gaps?

http://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-7ps-marketing-mix/attachment/7psmarketing-mix-model-600×288/

 Partners: Are we seeking new partners and managing existing partners well?.

An example of a company using the 7Ps strategy

Take a look at HubSpot as an example, which was founded in 2006; Hubspot has 8,000+ customers in 56 countries and sells software. What does their marketing mix look like?

This is a top level overview; you would take this into greater detail and ask the following questions:

1. Products/Services: Integrated toolset for SEO, blogging, social media, website, email and lead intelligence tools.

2. Prices/Fees: Subscription-based monthly, Software-As-Service model based on number of contacts in database and number of users of the service.

3. Place/Access: Online! Network of Partners, Country User Groups.

4. Promotion: Directors speak at events, webinars, useful guides that are amplified by SEO and effective with SEO. PPC Social media advertising, e.g. LinkedIn.

5. Physical Evidence: Consistent branding across communications.

6. Processes: More sales staff are now involved in conversion.

7: People: Investment in online services.

8. Partners: Hubspot looks to form partnerships with major media companies such as Facebook and Google plus local partners including Smart Insights who it is collaborating with on research in Europe.

What to watch for

When using the 7Ps as a model to conduct a marketing audit, I look at each of the Ps. It’s unwise to ignore an area unless it is completely outside your control.

https://www.hubspot.com/

https://www.hubspot.com/pricing

Original Source of 7Ps?

Bitner, M. J. and Booms, H. (1981). Marketing Strategies and Organization: Structure for Service Firms. In Donnelly, J. H. and George, W. R. (Eds). Marketing of Services, Conference Proceedings. Chicago, IL. American Marketing Association. p. 47- 52.

McCarthy, E. J. (1964). Basic Marketing. Richard D. Irwin. Homewood, IL.

Marketing Essentials/Support/L1_MDEA_L_01.ppt

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

1-*

The Meaning of
Marketing

Lecture

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

LECTURE OBJECTIVES

What is marketing?

What is the marketing concept? How has marketing changed?

What are marketing functions? Who performs them?

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

OBJECTIVE 1

What is marketing?

DEFINED

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

Marketing is an organizational function and a collection of processes designed to plan for, create, communicate, and deliver value to customers. Marketing also builds effective customer relationships in ways that
benefit the organization
and its stakeholders.

The definition of Marketing according to the American Marketing Association (AMA).

E X P L A I N E D

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

Marketing

Organizational Function

Collection of Processes

The AMA’s definition has two distinct elements: 1) an organizational function and 2) a collection of processes or tasks that are performed by the organization.

E X P L A I N E D

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

ORGANIZATIONAL FUNCTION

This slide shows marketing as an organizational function (along with HR, finance, etc.).

E X P L A I N E D

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

COLLECTION OF PROCESSES

Assemble

Price

Promote

Marketing is also a specific set of processes/activities (such as assembling, pricing, and promoting) undertaken by the organization. This leads to the development of products, services, and ideas, which allows for the fulfillment of organizational goals (such as profits).

These processes are not the sole responsibility of an organization’s marketing department, but can encompass the entire organization.

E X P L A I N E D

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

CREATING VALUE FOR CUSTOMERS

Value

Marketing is much more than just developing, advertising, and selling a product – it is about creating value for customers, which in turn keeps customers coming back again and again; this allows the organization to generate profits (or to meet other organizational goals).

Value is derived from the economic concept of utility, which is the satisfaction one receives from owning or consuming a product or service.

E X P L A I N E D

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

UNDERSTANDING THE MARKET

Need

Want

Marketers must understand the difference between needs and wants. Needs are necessities to meet urgent requirements. A want is a desire for something that is not essential. Water is a need, while bottled water is a want.

Marketing can be used to turn a want into a perceived need (many feel that a cell phone is a need).

Marketing can also be used to stimulate demand through advertising (one element of marketing).

APPLIED

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

MORE THAN JUST PRODUCTS

Marketing can be applied to both tangible and intangible items, such as the ones listed here.

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

OBJECTIVE 2

What is the marketing concept? How has marketing changed?

DEFINED

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

The Marketing Concept is an organizational philosophy dedicated to understanding and fulfilling consumer needs through the
creation of value.

E X P L A I N E D

1-*

Dr. John Cooper

Levens, M.R. (2013). Marketing: Defined, Explained, Applied, 2nd edn. Harlow: Pearson.

THE MARKETING CONCEPT

Creating value for customers (through understanding their wants and needs) allow a business to: 1) develop stronger customer relationships and 2) build loyalty from customers. Companies build customer relationships through its customer relationship management (CRM) activities. To know which customers to build relationships with, companies need to understand a customers lifetime value, which is the projected sales and profit a customer is expected to generate for the company.

APPLIED

1-*

Business and Business Environment – 3000 words

Marketing Essentials/Module Booklet/ME brief.pdf

Save your time - order a paper!

Marketing Essentials/Module Booklet/ME Module Booklet.doc

BTEC HND in Business Module Booklet

1.1 Introduction

The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities; whether setting up their own business or being employed by an organisation.

1.2 Learning Outcome

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 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.

1.3 Essential Content

1.4 Scheme of Work

1.5 Teaching Ethos

1.6 Methods of Delivery

1.7 Plagiarism

1.8 Evidence to achieve Pass, Merit and Distinction

1.9 Glossary of academic words used in this and other assignments

Marketing Essentials/Support/Analysis Tools.pptx

Marketing Essentials/Support/Assignment Structure .pptx

Marketing Essentials/Support/How to use the marketing mix.pdf

Marketing Essentials/Support/L1_MDEA_L_01.ppt

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