Pearson

Higher Nationals in
Business
ASSESSMENT BRIEF
Unit:2 Marketing Essential

September 2018
 Higher National Certificate in Business

Assessment Brief
Student Name

Unit Number and Title Marketing Essential

Academic Year 2018/19

Unit Tutor Lilian Appiah/ Mabel Zvobgo/ Shifan Razick

Assignment Title Marketing in KFC

Issue Date 08th October 2018

Submission Date 26th November 2018

IV Name & Date Alfred Mensah (18/09/2018)

Unit Learning Outcomes

1. Explain the role of marketing and how it interrelates with other functional units of an
organisation
2. Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives
3. Develop and evaluate a basic marketing plan

Assignment brief Guidance (LO1 and LO2):

The submission must be a form of an individual written report for LO1 and LO2. This should be
written in a concise, formal business style using 1.5 line 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. The recommended word limit is 2000 words,
although you will not be penalised for exceeding the total word limit.
LO1: Explain the role of marketing and how it interrelates with other functional units of an
organisation
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives.
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.
D1 Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation

Draft ME
 Unit 2 : Marketing Essentials assignment brief

Task 1

Evidence to be submitted (LO1 and LO2): Written Report

Scenario 1

You are applying for the role of Marketing Manager within KFC or ‘an organisation of your
choice, such as your own place of work. As part of the interview process, you are required to
discuss the concept of marketing as well as its role within the organisation. Further to this,
you will have to explain how marketing interrelates with other functions within the business.

Your report should cover the following:

1. Introduction to the concept of marketing, including current and future trends as they relate to
KFC.
2. An overview of the different marketing processes.
3. Explanation of the role and responsibilities of a marketing manager in the context of KFC.
4. An explanation of how marketing influences and interrelates with other functional
departments of KFC.
5. The value and importance of the marketing role in the context of KFC.
6. Conclusions that emphasise the significance of having effective interrelationships between
different functional departments as identified.
7. Using KFC as an example compare ways in which organisations use elements of the
marketing mix (7Ps) to achieve overall business objectives. Use at least one other
organisation aside from KFC to inform your analysis

For higher grades (M1, M2 & D1) you need to develop the previous answers further to
incorporate the following:
1. Analyse the roles and responsibilities of marketing in the context of the marketing
environment
2. Analyse the significance of interrelationships between marketing and other functional units of
KFC or in your selected organisation
3. Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation.

Evidence to be submitted (LO3): PowerPoint slides and presentation note

Scenario 2 (LO3):

You are the Marketing Manager for an organisation of your choice, and as part of the
marketing strategy you are required explain a suitable marketing plan which would enable to
the organisation to be more competitive in the market.

Your presentation should cover the following:

1. Marketing planning:
 Unit 2 : Marketing Essentials assignment brief

• The importance and value of marketing plans.

• The marketing objectives and marketing strategies.
• How to monitor marketing plan (using appropriate control and evaluation techniques such as
sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis).
2. Structure and development of marketing plans:
• Market segmentation and target market selection.
• Setting goals and objectives, situational analysis tools and techniques,
• creating a marketing strategy and
• Allocation of resources and monitoring, control and evaluation measures.

For higher grades (M3, M4 &D2) you need to develop your slides further to incorporate the
following in your presentation:

3. Evaluate different tactics applied by organisations to demonstrate how business objectives can
be achieved.

4. Produce a detailed, coherent evidence-based marketing plan for KFC or another organisation.

Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall
marketing objectives.
 Unit 2 : Marketing Essentials assignment brief

Further instruction for the presentation (LO3)

The presentation will take place during the week commencing 12th November 2018]

Students are Required to notify the module tutor via e-mail about their selected organisation
for presentation.

The Presentations will last for 10 minutes, (with 7 minutes for presentation and 3 minutes for
questions). The presentations must be in PowerPoint® format. Specific references for all
material must be cited within the text of the presentation.

Students must submit a detailed report, including the plan and contents of the presentation
to the module Tutor on the day of the presentation.

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1 Explain the role of marketing and how it interrelates 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.
D1 Critically analyse
and evaluate the key
M1 Analyse the roles and
elements of the
responsibilities of marketing in the marketing function and
context of the marketing environment. how they interrelate
with other functional
M2 Analyse the significance of units of an organisation
interrelationships between marketing
and other functional units of an
organisation.

LO2 Compare ways in which organisations use elements of the marketing LO2 & 3
mix (7Ps) to achieve overall business objectives
D2 Design a strategic
P3 Compare the ways in which M3 Evaluate different tactics applied by marketing plan that
different organisations apply the organisations to demonstrate how tactically applies the
marketing mix to the marketing business objectives can be achieved. use of the 7Ps to
planning process to achieve achieve overall
business objectives. marketing objectives.

LO3 Develop and evaluate a basic marketing plan

P4 Produce and evaluate a M4 Produce a detailed, coherent

basic marketing plan for an evidence-based marketing plan for an
organisation. organisation.
Unit 2 : Marketing Essentials assignment brief

Sources

Unit 2: Marketing Essentials R/508/0486

Textbooks

Brassington, F. and Pettitt, S. (2012) Essentials of Marketing. 3rd Ed.

Harlow: Pearson.
Groucutt, J. and Hopkins, C. (2015) Marketing (Business Briefings).
London: Palgrave Macmillan.
Jobber, D. and Chadwick, F. (2012) Principles and Practice of Marketing.
7th Ed. Maidenhead: McGraw-Hill.
Kotler, P. Aand Armstrong, G. (2013) Principles of Marketing. London:
Prentice Hall.
McDonald, M. and Wilson, H. (2011) Marketing Plans: How to Prepare
Them, How to Use Them. 7th Ed. Chichester: John Riley and Sons.
Kotler, P. and Pfoertsch, W. (2010) Ingredient branding: Making the
invisible visible. Germany: Springer-Verlag Berlin and Heidelberg GmbH
& Co. K.
McDonald, M., Frow, P. and Payne, A. (2011) Marketing plans for services:
A complete guide. 3rd edn. United States: John Wiley & Sons.
Keegan, W. J. and Green, M. C. (2012) Global marketing. 7th edn. Harlow:
Pearson Education.
Mathur, U. C. (2008) International marketing management: Text and cases.
New Delhi: SAGE Publications.
Kotler, P., Keller, K. L. and Brady, M. (2012) Marketing management. 2nd
edn. Harlow, England: Financial Times Prentice Hall.
Stone, M. A. and McCall, J. B. B. (2004) International strategic marketing: A
European perspective. New York: Taylor & Francis

Journals
Campaign (Haymarket Publishing)
Harvard Business Review (Harvard Business Publishing)
The Marketing Review (Westburn Publishers Ltd)
The Marketer (Journal of the Chartered Institute of Marketing Magazine)
Marketing Business (The Chartered Institute of Marketing Magazine)
Marketing Week (Centaur Communications Ltd)
Journal of Marketing
Harvard Business Review
Unit 2 : Marketing Essentials assignment brief

The Financial Times and other daily newspapers which contain a

business
section and market reports

Websites:
Marketing Week (http://www.marketingweek.co.uk/)
Chartered Institute of Marketing (http://www.cim.co.uk/Home.aspx)
Advertising Age (http://adage.com/)
Bized provides a selection of teaching and learning resources
http://www.bized.co.uk/
The Financial Times business sections http://www.ft.com/
The Times 100 multimedia resources http://www.thetimes100.co.uk/
American Marketing Association www.ama.org
Chartered Institute of Marketing (UK) www.cim.co.uk
Unit 2 : Marketing Essentials assignment brief

Harvard Referencing System

We expect students to use the alphabetical or name-date method known as the HARVARD
system. There are two parts to this system:

Citation within text or body of the report:

In this, the author's surname and year of publication are cited in the text, e.g. (Bond, 2004).

Reference List:

A reference list (of these citations) is included at the end of the assignment, in alphabetical
order by author. The reference list also includes additional details such as the title and
publisher. A bibliography lists relevant items that you have used in the preparation of the
assignment but not cited in your text. A bibliography should also be in the Harvard style and
the inclusion of such a list shows that you have read widely beyond the items you have cited.
LO3: Use contemporary examples to demonstrate both the positive and negative
influence/impact the macro environment has on business operations.
LO4: Determine the internal strengths and weaknesses of Ryanair and explain their
interrelationship with external macro factors.
Examples of citation within text or body of the report:

• Cormack (1994, p.32-33) states that................

• ............ This view has been supported in the work of Cormack (1994, p.32-33).
• Jones (1946) and Smith (1948) have both shown……
• Corporate Author: 1st citation: Royal College of Nursing (RCN), 2007
2nd citation: RCN, 2007

Examples of listings in reference list:

1. Books with one author: Redman, P., 2006. Good essay writing: a social sciences
guide. 3rd ed. London: Open University in assoc. with Sage.

2. Books with two, three or four authors

The required elements for a reference are: Authors, Initials., Year. Title of book. Edition.
Place: Publisher

• Kirk, J. & Munday, R.J., 1988. Narrative analysis. 3rd ed. Bloomington: Indiana
University Press.

3. Books with more than four authors

For books where there are more than four authors, use the first author only with surname and
initials followed by ―et al‖.

The required elements for a reference are Author, Initials., Year. Title of book. Edition. (only
include this if not the first edition) Place: Publisher
Unit 2 : Marketing Essentials assignment brief

• Grace, B. et al., 1988. A history of the world. Princeton, NJ: Princeton University
Press.

4. E-books

For e-books, the required elements for a reference are: Author, Year, title of book. [type of
medium] Place of publication: Publisher

• Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press.

If available at website:

• Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press.

Available at: libweb.anglia.ac.uk / E-books [accessed 5 June 2005].

5. Journal articles

Author, Initials., Year. Title of article. Full Title of Journal, Volume number (Issue/Part
number), Page numbers.

• Perry, C., 2001. What health care assistants know about clean hands. Nursing Times,
97(22), p.63-64.

6. Newspaper articles

Author, Initials., Year. Title of article. Full Title of Newspaper Day and month before page
numbers of article.

• Slapper, G., 2005. Corporate manslaughter: new issues for lawyers. The Times, 3 Sep.
p.4-5.

7. Journal articles from an electronic source

• Boughton, J.M., 2002. The Bretton Woods proposal: an in-depth look. Political
Science Quarterly, [online]. 42 (6), Available at: http://www.pol.upenn/articles (Blackwell
Science Synergy) [accessed 12 June 2005].

8. Internet

• National electronic Library for Health. 2003. Can walking make you slimmer and
healthier? (Hitting the headlines article) [Online]. (Updated 16 Jan 2005) Available at:
http://www.nhs.uk.hth.walking [accessed 10 April 2005]. The title of a web page is normally
the main heading on the page.

9. E-version of annual reports

• Marks & Spencer, 2004. Annual report 2003-2004. [Online].

Available at: http://www- marks-and-spencer.co.uk/corporate/annual2003/ [accessed 4 Jun
Unit 2 : Marketing Essentials assignment brief