Edwardes College Peshawar

Dept. for Professional Studies

Assessment Brief
Unit and Assessment Details

Course Title: HND Business

Unit Name: Marketing
Assessor: Mehreen Shafiq
Internal Verifier: Sir Bilal Ahmad

Assessment Title: Understanding Marketing Process and Study of

Assessment Method:
Assessing in:
Number of words:
Outcomes Covered:
Environmental Factors
Report
Group assignment
2000 words (15 Pages Maximum)
1&2

Issue Date: 11th May, 2010

Due Date: 24th June, 2010

Outcomes Covered & Assessment criteria

Outcome Description
1- Explain the marketing process.
2- Explain target marketing.

Learner’s Declaration:
“I confirm that the work submitted for this assignment is my own.”

College No. Learner Name Learner Signature Date

Note: Attach this page as first page of your report

Assignment Brief: A Study of Environmental Factors

Purpose and Aim

The aim is to assess the understanding of the concepts of marketing process of students
on individual basis and to develop an understanding of Marketing Environment. For the
said purpose, learners will visit an organization and conduct interviews of relevant
people (organization’s staff). They will use their observations to develop and display
skills of report writing and oral delivery (presentation).

Scenario

The list of companies from a variety of industries and sectors is given below. You are
required to select an organization and any of its products from this list.

• Banks
• Fashion Labels (Brands)
• Chemical
• Personal Care Products
• Tobacco
• Pharmaceuticals
• Mineral Water Bottlers
• Home Appliances Manufacturers
• Automobiles

Tasks
You are required to perform the following tasks:

• Explain what is marketing in your own words after comparing different

definitions.

• The Marketing concept is based upon customer satisfaction. Why is this so

important? Explain with relevant examples.

• Think of any two organizations that you have direct knowledge of. Discuss if
they follow a marketing approach or not. If not, how can these organizations
adopt a marketing approach?

• Discuss micro and macro environmental factors.

• Select organization of your choice from the list given above (highlighted) and
identify its macro factors.

• Investigate how each factor affects the performance and capabilities of the
organization. For this purpose, you can interview relevant personal and/or other
people (consumers etc). You will have to attach a list of the interview questions.
You can use your observation skills as well. Take responsibility to give
Assignment Brief: A Study of Environmental Factors

recommendations for the organization’s improvement upon your investigation

and then justify your recommendations.

Grading Statement

“Pass” Criteria

Outcome-01 Explain the marketing process.

1.1 Compare alternative definitions of marketing.
1.2 Explain the various elements of the marketing concept.
1.3 Identify and assess the benefits and costs of a marketing approach.

Outcome-02 Explain target marketing.

2.1 Identify and explain macro and micro environmental factors which influence marketing
decisions.

“Merit” Criteria

M1-Clearly state the methods used to collect information for your report.
M2- Justify the viability and feasibility of your recommendations, with appropriate cost\ benefit
analysis of each suggestion.
M3- Your report will be subjected to high scrutiny. This requires you to present your work
coherently (topic wise documentation), while making use of the technical language of the
subject and appropriate data presentation tools (charts, graphs, tables, diagrams etc)

“Distinction” Criteria
D1- Use critical reflection to evaluate own work and justify valid conclusions (conclusions have
been arrived at through synthesis of ideas and have been justified)
D2- Take responsibility for managing and organizing activities (How have the activities,
interviews and resources involved in your research been managed? Give a detailed account).
D3- Demonstrate creative thinking (generation of ideas, self evaluation, creative problem
solving, dealing unfamiliar contexts)

Resources Required:

• Lecture slides
• Books
1. Principles of Marketing, Kotler
2. Fundamentals of Marketing, Stanton, 13th edition
3. BTEC course book
• Online resources like websites of Company (you have chosen), market research
companies, blogs, forums, and social networking etc.
• Newspapers, trade journals, magazines
 Assignment Brief: A Study of Environmental Factors

Common Skills Covered

Common Skills Criteria Evidence

• Present information in a clear The format of the report, use of
way with examples. visual- aids, quality of
Communication • Receive and respond to a expression, use of technical
verity of information terms and presentation of the
• Present information in a report to class
variety of visual forms
• Communicate in writing
• Participate in oral and non-
verbal communication

Working with and relating
to others
Applying technology
Managing tasks and
solving problems
• Treat other’s values, beliefs
and opinions with respect
• Relate to and interact
effectively with individuals
and groups
• Use a range of technological
equipment and computer
software
• Use information sources
• Deal with a combination of
routine and non-routine tasks
• Identify and solve routine and
non-routine problems
Meeting the deadlines,
developing effective skills of
both listening and speaking
The report in MS Office (Word,
Excel, & PowerPoint) used will
be considered
How do you handle different
kind of information from
different sources? This area will
be accessed via the content
organization of your report and
discussions with lecturer

General Instructions

1. The copy of this assignment brief should be attached with the assignment as
annexure
2. The college has strict penalty for plagiarism and the assignment will be cancelled if
the assignment is observed for this.
3. Books and online resources can be used at the College Library and Central
Computer Lab
4. Proper referencing should be given using the manual of Harvard System of
Referencing
5. Visits need to be arranged and made to the organizations. For meeting the
respective managers, the college will provide a reference letter for the project and
the manager of the organization is welcome to contact the administration at the
college.
6. Following should be attached as annexure with your report.
• Interviews conducted(visiting cards of the interviewees)
• Questionnaire , if used(distributed, collected and analyzed)
• Limitations of study (assignment)
• Any other documents that you think can support your work.
Assignment Brief: A Study of Environmental Factors

7.

Internal Verifier Course Incharge