Unit 2: Marketing Processes and Planning

Assignment Brief 1

Student Name/ ID Number

Unit Number and Title Unit 2: Marketing Processes and Planning
Academic Year
Unit Tutor Dang Son Tung
Assignment Title Marketing Concepts and Internal Relations
Issue Date
Submission Date
Submission format
The submission is in the form of an individual written report. This should be written in a
course, formal business style using 1.5 lines 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. Any
suspicions regarding plagiarism will lead to failure in results of the assignment. The
recommended word limit is 2,000 words, although you will not be penalized for
exceeding the total word limit.
Unit Learning Outcomes
LO1 Explain the role of marketing and how it interrelates with other business units of
an organisation
Transferable skills and competencies developed
• Articulating and effectively explaining information.
• Communication and listening, including the ability to produce clear, structured
business communications in a variety of media.
• Conceptual and critical thinking, analysis, synthesis and evaluation.

Vocational scenario
Organisation

Brand X*, which is a famous international fashion brand, opened its first store in
HCMC, Vietnam a couple years ago. Since then, the brand has growing rapidly,
expanding its retail stores in different cities within the country and becoming one of the
most favourite fashion brands of Vietnamese consumers.

*Select one organisation which are operating in fashion industry in Vietnam

Role

You are a Junior Marketing Analyst working in the Marketing Department. Your role
encompasses new product development, from initial research through to test trials in
selected stores prior to full roll out. Your duties include:

• Gathering information on competitors in order to conduct analysis on

their sales, prices and methods of distribution and marketing to thoroughly learn
about the competition

• Conducting research on marketing strategies and consumer opinions

• Tracking and forecasting trends in sales and marketing, producing

reports on the results for management to inform their decision making

• Collecting and analysing data on customer preferences, demographics,

buying habits and needs, to better identify market potential and the factors that
influence product demand. You report into a Regional Marketing Manager who,
in turn, is line managed by the Marketing Director.

Assignment activity and guidance

You have been approached by a local university, which has invited you to be guest
speaker of a talk show aimed at introducing its students to marketing as an exciting
career pathway. As part of the talk show, you have been given a 30-minute slot and
have been asked to discuss and analyse the following areas:

1. Introduction to the concept of marketing. In this section, you should provide the

definition of marketing to explain what it is.

2. An overview of the marketing process to reflect the key roles of marketing

3. An analysis of the role and responsibilities of marketing function in the context

of X organisation. For further improvement, you should also critically analyse

how these role and responsibilities of marketing of X organisation can be

influenced by marketing environment forces.

4. An analysis of how marketing influences and interrelates with other functional

departments in organisation X and how it supports the wider organisational

context in terms of vision, mission and purpose. For further improvement, you

should also analyse the significance of having effective interrelationships

between marketing and different functional departments in the context of X

organisation.

5. A critical and evidence-based analyse of internal and external environment in

 which the marketing function of organisation X operates. There are many actors

and forces of marketing environment. However, not all of them have significant

impacts on X’s marketing activities. Please select the most significant ones for

your critical analysis.

In order to prepare for your speech at the event, you need no conduct a script for
your which includes all above areas.

Recommended Resources

Please note that the resources listed are examples for you to use as a starting point in
your research – the list is not definitive.
Weblinks

Chartered Institute of Marketing (2021). Available at: https://www.cim.co.uk Marketing

Donut blogs (2021). Available at: https://www.marketingdonut.co.uk/blog

Marketing Teacher resources and videos (2000–2021). Available at: http://www.

marketingteacher.com

MarketingWeek Report (2021). Available at: https://www.marketingweek.com

WordStream. How to Do a Webinar Your Audience Will Love. Available at: https://www.

wordstream.com/blog/ws/2014/08/26/how-to-do-a-webinar

HN Global

HN Global (2021) Reading Lists. Available at:

https://hnglobal.highernationals.com/learning- zone/reading-lists

HN Global (2021) Student Resource Library. Available at:

https://hnglobal.highernationals. com/subjects/resource-libraries

HN Global (2021) Textbooks. Available at:

https://hnglobal.highernationals.com/textbooks

Textbooks

KOTLER, P. and ARMSTRONG, G. (2016) Principles of Marketing.7th Ed London: Pearson.

JOBBER, D. and ELLIS-CHADWICK, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.

BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed. Harlow:

Pearson.

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1 Explain the role of marketing and how it

interrelates with other business units of an
organisation

P1 Explain the concept of M1 Analyse the role of D1 Critically analyse the

marketing and marketing marketing in the context external and internal
operations including the of the marketing environment in which
different areas and role environment. the marketing function
of marketing. operates.

P2 Explain how the

marketing function M2 Analyse the

relates to the wider significance of

organisational context. interrelationships

between marketing and
other functional units of
an organisation.