Student Assessment Submission and Declaration

When submitting evidence for assessment, you must sign a declaration confirming that the
work is your own.

ESL ID No
Student name:
CCCU ID NO

Submission date:

Contemporary Issues in Business, Management and

Module name and code
Marketing

Assessment No 2

Title Issues in Business, Management and Marketing

Lecturer’s Name

Assessment Type Individual Essay by 2000 words

Weight 50%

Plagiarism

Plagiarism is a form of cheating. Plagiarism must be avoided at all costs and students who
break the rules, however innocently, may be penalised. It is your responsibility to ensure that
you understand correct referencing practices. As a university level student, you are expected
to use appropriate references throughout and keep carefully detailed notes of all your sources
of materials for material you have used in your work, including any material downloaded from
the Internet. Please consult the relevant unit lecturer or your course tutor if you need any
further advice.

Student declaration

I certify that the assignment submission is entirely my own work. I fully understand the consequences
of plagiarism. I understand that making a false declaration is a form of malpractice.

Student signature: Date:

Page 1 of 17
 Contents
No Learning Outcomes Page no

4 Define the development, role, scope and definition of marketing as 9

a function in different types of organisations, applying knowledge

gained to relevant business situations.

5 Demonstrate a range of relevant personal, interpersonal and 11

professional skills and behaviours relating to work in the

contemporary business environment

Page 2 of 17
Issues in Business, Management and
Marketing

Page 3 of 17
Table of Contents
Introduction .......................................................................................................................... 5

1. The significant and influential issues shaping the operation, management, marketing and
performance of the modern organisation................................................................................ 6

2. The ability to research, analyse and interpret business information and evaluate the impact
on business organisations. ..................................................................................................... 8

3. HR role and functions regarding recruitment, appointment, training and appraisal of staff
and show how HR can contribute to change management and conflict resolution. ............... 10

4. The development, role, scope and definition of marketing as a function in different types of
organisations, applying knowledge gained to relevant business situations............................ 12

5. A range of relevant personal, interpersonal and professional skills and behaviours relating to
work in the contemporary business environment ................................................................. 14

Conclusion .......................................................................................................................... 16

References .......................................................................................................................... 17

Page 4 of 17
Introduction

Management is achieving goals and objectives by accomplishing many people together using
available resources effectively and efficiently. The management function is concerned with
planning, organising, staffing, leading, directing, and controlling business organisations.
Marketing is the process of promoting the products and services of an organisation. It helps
get potential customers from the market involved with researching, selling, and distributing
products and services. In this report, the concept of management and marketing will be
discussed (Clow and Baack, 2012). The management and marketing sectors are the two
primary sectors of a business organisation. To operate a business organisation correctly, it
is essential to consider the management and marketing sector effectively. The report will
contain issues that help shape modern organisations' operation management and marketing
performance.

Page 5 of 17
1. The significant and influential issues shaping the operation, management,
marketing and performance of the modern organisation

According to Grabel (2012), the business world is very competitive in this modern world, so
business organisations face different challenges for their functions. So in this current time,
the importance of management is increasing day by day. So the significant issues of
operation management are described below:

Forces shaping management

Management practice is essential in this modern age. The development of business strategy,
globalisation, diversity, advanced technology, and social expectation impacts the
management operations of any organisation.

Figure: The significant and influential issues shaping the operation (Iyer, Hong Xiao,
Sharma and Nicholson, 2015)

The pace of change: The manager of a business company needs to understand the
surrounding environment, including economy, politics, society, technology, and potential
customers, to make an effective decision that helps to adapt to any changing situations.
Technology is the main factor that impacts more on the overall business environment (Kotler
and Keller, 2012). So the managers of business organisations need to develop the plan
effectively to respond to most of the opportunities.

Technology: The business world is mainly affected by technology. It drives business

organisations to improve their business operations. Without advanced technology, no
business organisation can run its functions appropriately (Lee, 2012).

Globalisation: Globalisation improves business operations, and people can engage with
many business organisations. In this globalised world, the most affected area is business.
The communication process has been straightforward and rapid by globalisation. It contains
social, technological, economic, and cultural interactions. By technological globalisation,
various types of advanced technologies are created (Leonidou and Hultman, 2019). Using

Page 6 of 17
this type of advanced technology allows business organisations to simplify their business
functions. By economic globalisation, multiple global marketplaces are designed to facilitate
the business organisation to run smoothly.

Diversity: By the impact of globalisation, the workforce of all countries has been diverse in
almost all dimensions, including age, race, gender etc. Now many women work in different
organisations and play their roles very significantly (O'Cass and Wetzels, 2019). The
percentage of women workforce is increasing day by day. People come from different
backgrounds in an organisation and play their parts. As they have distant knowledge, the
force also has diverse perceptions, experiences, and strengths. The behaviour and
expectation of people are also mixed in recent times.

Social expectation: With the development of technology and globalisation, society's

expectation is increasing day by day. It also provides different types of processes to meet a
business organisation's goals (Lee, 2012).

Page 7 of 17
2. The ability to research, analyse and interpret business information and evaluate
the impact on business organisations.

By business research manager of an organisation can maximise the profit and sales of the
organisation by considering different types of information. Kotler and Keller (2012), stated
that the business research process helps determine the most profitable demands from the
marketplace that ensures the company’s betterment. The opportunities and goals of a
business organisation can be adequately analysed through business research. The managers
of an organisation can understand the scopes where money can be invested to increase
sales and market share. It is critical to make a wise and practical decision for an organisation.

Figure: The ability to research, analyse and interpret business information (Grabel, 2012)

Quantitative ability
The quantitative research method is a type of research concerned with numbers and
empirical investigation, including statistical, mathematical, and computational technologies
(O'Cass and Wetzels, 2019). So people need to achieve the quantitative skills to operate the
technological function of an organisation. The abilities of quantitative research are
demonstrated below:

Survey skills: The most effective research skill for quantitative methods is a survey. It is
considered the most comprehensive method to gather data conducting business research.
People need to analyse different kinds of surveys such as questionnaires, online polls, cross-
sectional surveys etc.

Correlational research: This type of research skill helps understand the relationship
between two entities. The two variables can be correlated, allowing researchers to
understand the patterns, relationships, and trends (Lee, 2012).

Causal- comparative research skill: This type of research is based on the comparisons
that deduce the effect of the relationship between variables. It is also considered quasi-
experimental research.

Page 8 of 17
Experimental research: The empirical research skill depends on the real-life proof of the
theory that helps business organisations understand behavioural traits. It carries a set of
audiences to analyse the behavioural characteristics (Reid and Plank, 2004).

Qualitative research
Qualitative research contains high importance in business research that helps obtain
different types of data through conventional communication (O'Cass and Wetzels, 2019). It
ensures the understanding audience properly. The skills and abilities of qualitative research
are demonstrated below:

Interviews skill: Business researchers need to contain long term experience in taking
interviews because researchers can ask direct questions to respondents with an open mind.

Focus groups managing: Focus groups are such a set of people who play a significant
role in understanding the opinion and behaviours of respondents. By this process, a business
organisation can target a market audience focusing on particular products and services
(Leonidou and Hultman, 2019).

Page 9 of 17
3. HR role and functions regarding recruitment, appointment, training and appraisal
of staff and show how HR can contribute to change management and conflict
resolution.

Human resource management refers to developing and planning by which the administrators
implement policies and design of programs. The HR department plays a significant role to
manage the most effective human resources for an organisation (Lee, 2012). The different
kinds of the part of the HR department of an organisation to recruit, appoint, train and
development of human resources are demonstrated below:

Figure: HR role and functions regarding recruitment, appointment, training (Kotler and
Keller, 2012)

Posting job offers with description: The HR departments of an organisation post job
offers in the job description according to the vacancies of the organisation.

Simplifying the application process: The manager of an organisation can select the best
candidate by the analysing method of the HR department. If the application process is
complex, most candidates avoid the recruitment process (Grabel, 2012).

Displaying job on the website: HR expert makes job descriptions with an easy
application process and shows them on the website. As the business world is very
competitive and online technology-based so this is essential to display jobs on the website
(Lindgreen and Anthony Di Benedetto, 2018).

Managing submitted resumes: HR recorded all previous data of recruiting in the

database. And inform candidates if an organisation wants to because it is very tough to
manage a recruitment process again and again so the database manager of an organisation
can track applicants for new positions (Leonidou and Hultman, 2019).

Page 10 of 17
Managing candidates effectively: Managers of an organisation can take interviews and
automate the remainders to take interviewers.

Maintaining touchpoints: All candidates have specific touchpoints to play their role in
existing job positions. HR department analyses the touchpoints for future recruitment.

HR managers play a significant role in developing employees' strengths and abilities by

understanding their strengths and weaknesses. The managers also help assess employees'
potential growth and advancement of an organisation. HR managers also play a role in
enabling the competencies for suitable jobs and guidance for employees (Iyer, Hong Xiao,
Sharma and Nicholson, 2015).

Page 11 of 17
4. The development, role, scope and definition of marketing as a function in different
types of organisations, applying knowledge gained to relevant business situations

Marketing is the process of influencing persuading of business activities that helps to

promote selling and products development. It also helps to satisfy customers to meet their
needs and wants. Lee (2012), reported that the success of an organisation depends on the
great extent of identifying customer needs and distributing products and services of practical
business activities. The marketing process helps understand customers before planning and
offering products by not offering convenient manufacturers. People can make products
distribution based on feedback from the marketplace.

Figure: The development, role, scope and definition of marketing (Clow and Baack, 2012)

Selling: The products and services of an organisation can be promoted through selling
products, including personal selling, mass-selling, and advertising.

Transportation: A business organisation can transport products from one place to another,
and it is also considered the marketing process.

Sorting: The function of customers’ needs is sorting into holding goods. The products and
services are sorted into different parts in marketing.

Standardisation: This marketing process involves sorting products and services according
to size and quality. It reduces the workforce of inspection and sampling.

Financing: By this marketing strategy, an organisation can manage finance from different
sources for promoting, producing, storing, and selling products.

Scope of marketing
The scope of marketing is pervasive, which helps determine the needs and wants of products
and services in the exchange process. The content contains different kinds of business
organisations, educational institutions, charities, and political parties engaging in marketing.
To understand the business dimensions marketing process plays a preeminent role and

Page 12 of 17
encompasses the business dimensions (Grabel, 2012). The marketing strategy can improve
the performance of a business organisation. The business activities of political parties
perform the vote for the candidate of a business organisation. A wide variety of marketers
can enter their potential market searching for their job. The numbers of items are
considered, such as services, ideas, persons, and places in the marketing process.

The marketing strategy is essential for several reasons. It covers the cost and significant
part of sales, affects all customers, employs people, simulates demand and another vital
role in daily life. Such a fundamental task increases the interest in goods and services. For
growing gross national products of a country, the marketing section plays a preeminent role.
The marketing cost can be measured by eliminating marketing activities. The marketing
section also performs very justified performance with service production from separated
consumers. The marketing process plays a significant role in an organisational context to
operate a wholesaling business, retailing business, transportation, and communication
industries (Clow and Baack, 2012).

Page 13 of 17
5. A range of relevant personal, interpersonal and professional skills and behaviours
relating to work in the contemporary business environment

The contemporary business environment can be defined by considering the professional

skills and abilities to fulfil the possess specific tasks of an organisation. Business managers
need to make effective decisions to maintain critical situations by solving problems (Kotler
and Keller, 2012). To solve this type of business problem, a manager needs to achieve
various skills. It expands the capacity of executive duties within an organisation. This type
of management skill can be developed through practical experience and learning. The kinds
of management skills are demonstrated below:

Figure: A range of relevant personal, interpersonal and professional skills (Leonidou and
Hultman, 2019)

Technical skills: Managers need to gain various technical skills to achieve the
predetermined goals and objectives of an organisation. By acquiring technical skills,
managers can boost the sales types of production services and make different kinds of
equipment by operating machines properly (Lee, 2012).

Conceptual skills: Conceptual skills help think and make a practical concept about any
project. Managers also can find problems and produce creative solutions for operating
business organisations properly. The manager of an organisation predicts the hurdles

Page 14 of 17
department of the organisation that business may face (Iyer, Hong Xiao, Sharma and
Nicholson, 2015).

Human or Interpersonal skills: Managers' interpersonal skills present the manager’s

ability, interaction, and workforce to relate effectively with people. Managers must gain
interpersonal skills that help communicate with many people and generate different ideas.
When managers can convince people, they also can attract people and thus, the company
can have made solid customer base. To find better results, managers need to be involved
with different kinds of people and companies essential for operating business functions
effectively and motivating employees. Without achieving interpersonal skills, it is impossible
to make strong communication. To ensure business growth, a company needs to perform
various interpersonal skills (Clow and Baack, 2012).

Page 15 of 17
Conclusion

Management and marketing are the two primary functions of the business. The report is all
about management and marketing, considering human resource management. This report
will support students to develop their skills and necessary assessment in academic studies.
By reading this report, people can gain the concept of management and marketing, the
significance of shaping business operations, marketing performance of the modern
organisation, interpret business information, HR functions and terms of recruitment,
development role and scope of marketing, knowledge of relevant business situations,
relevant personal and interpersonal skills relating to the contemporary business
environment.

Page 16 of 17
References

Clow, K. and Baack, D., 2012. Cases in marketing management. Los Angeles,
Calif.: Sage.
Grabel, G., 2012. Wealth opportunities in commercial real estate. Hoboken, N.J.:
Wiley.
Iyer, G., Hong Xiao, S., Sharma, A. and Nicholson, M., 2015. Behavioral issues in
price setting in business-to-business marketing: A framework for
analysis. Industrial Marketing Management, 47, pp.6-16.
Kotler, P. and Keller, K., 2012. A framework for marketing management. Boston:
Pearson Hall.
Lee, K., 2012. Global marketing management. Oxford: Oxford Univ. Press.
Leonidou, C. and Hultman, M., 2019. Global marketing in business-to-business
contexts: Challenges, developments, and opportunities. Industrial Marketing
Management, 78, pp.102-107.
Lindgreen, A. and Anthony Di Benedetto, C., 2018. Citation classics from
Industrial Marketing Management: Celebrating forty-seven years of
publications on business-to-business marketing management. Industrial
Marketing Management, 73, pp.1-6.
O'Cass, A. and Wetzels, M., 2019. Special issue on critical issues in industrial and
business-to-business services. Industrial Marketing Management, 78, pp.1-5.
Reid, D. and Plank, R., 2004. Fundamentals of Business Marketing Research. New
York: Routledge.

Page 17 of 17