Marketing Essentials Essay

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.

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.
Task 1
You are a newly appointed marketing manager of EE Limited (a mobile phone company in UK) and have noticed poor cross functional communication and a lack of marketing orientation throughout the organisation. In order to address these challenges, you believe there is a need for a management meeting where you would explain the role of marketing and how it interrelates with other functional units of the organisation in a presentation.
Using the above scenario or similar research, you are required to prepare approximately 8 PowerPoint Slides and your speaker notes of approximately two sides of A4 addressing Task 1 which should:
 Introduce the concept of marketing, including current and future trends.
 Give an overview of the different marketing processes
 Explain the key roles and responsibilities of the marketing manager at EE Limited.
 Explain how roles and responsibilities of marketing influence and interrelates with other functional departments of EE Limited.
 Address the values and importance of the marketing role in the context of EE Limited.
 Emphasise the significance of having effective interrelationships between different functional departments of EE Limited.

The presentation slides and speaker notes should be submitted as one copy. You are to make effective use of PowerPoint headings, bullet points and subsections as appropriate. Your research should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system.
You have an opportunity to achieve M1, M2 & D1 in this task, kindly see the evidence section for this
Task 2
You have been promoted as the new Marketing Director for EE Limited. The first objective you have been set is to research the competition and produce a marketing plan based on your findings. Your research should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system.
You are required to write a report to the Board. Your report needs to clearly address the following:
Task 2a: Compare how EE Limited and another competitor of your choice apply the various elements of the extended marketing mix to the marketing planning process to achieve business objectives. The recommended word count is 1,000–1,500 words
Task 2b: Produce a marketing plan of approximately 2000 words to meet EE’s marketing goals and objectives. The extended elements of the marketing mix should be addressed in your marketing plan.
The following outline could serve as a guide for your marketing plan:
 Executive
 Company Overview
 Current Marketing Situation Analysis
o Internal analysis
o External analysis
o SWOT analysis
 Objectives
 Strategy
 Segmentation, targeting and positioning (STP)
 Tactics & Action
 Budget
 Control
 Conclusion

You may include an appendix as appropriate
You have an opportunity to achieve M3, M4 & D2 in this task, kindly see the evidence section for this

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