RQF Unit 2

Marketing Essentials

Unit level

4

Unit code

R/508/0486

Assignment title

Marketing and its application

Total 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.

Assignment

Part 1- Knowledge (LO1)

Thompson (2018) stated that the modern marketers’ remit has now extended far beyond ‘selling stuff’. To reflect this, a re-evaluation of the core principles of marketing, the skills needed and how they can be blended together to help accelerate marketing performance is needed. He argued that the skills, role and responsibilities of a marketer have and will continue to change to meet this evolving landscape but there are also challenges, according to the panel.

Task

Write a 1000 word essay on the topic ‘The role of marketing in modern organisations’ analysing and evaluating key elements of the marketing function and how they interrelate with other functions in a modern organisation.

Part 2 – Application (LO2 & LO3) Case study

Beauty Giant is cosmetics selling company that has so far 50 branches all over the UK. Usually, they sell men and women toiletries from various world renounced brands. So far, they have made a good name in the market, but they do not produce and sell any product of their own. Very recently, the company has decided to launch new anti-ageing product called ‘Forever Young’ which they believe is first of its kind and will be targeted at the over 30’s market.

The organisation has an ambitious plan for this product to become the market leader and the ultimate choice for consumers who uses or wants to try an anti-ageing product.

Task

As the marketing manager for Beauty Giant, design a strategic marketing plan for the new product ‘Forever Young’ that tactically applies the use of 7Ps to achieve the overall marketing objective.

End of Assignment

When writing this assignment it is imperative that you refer to the assessment criteria below and the assignment guide for further information on how pass, merit and distinction grades are determined. If you are in doubt about any part of the assignment please speak to your lecturer for guidance and clarity.

Please note you are expected to stick to the assignment brief in full and deviating away from it may result in referral.

Good luck.

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.