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Key Elements of the Marketing Function and How They Interrelate with the Other Functional Units of the Organisation

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Assignment Cover Sheet

Qualification

Unit number and title

BTEC HND in Business (Level 5)

Unit 2 MARKETIN.G ESSENTIALS

Student name

   Module Tutor

G S Sylvester

Learning Outcomes

Date issued

Deadline

 Submitted on

LO 1

Tuesday 1 November 2016

Friday 9 December 2016 – before 4:00pm

Assignment title

Role of Marketing

In this assessment you will have opportunities to provide evidence against the following criteria. Indicate the page numbers where the evidence can be found for each criterion.

Criteria reference

To achieve the criteria the evidence must show that the student is able to:

Evidence
(Page no.)

P1

Explain the key roles and responsibilities of the marketing function.

10

P2

Explain how roles and responsibilities of marketing relate to the wider organisational context.

10,11,12

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.

Student declaration

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Student signature:                                                                             Date:


Contents

1.0        Introduction        5

1.1.1 Purpose of this report        5

1.1.2 Organisational Background        5

2.0 Definition, Nature and Concept of Marketing        6

2.1 Definition of Marketing        6

2.1 Nature and concept of Marketing        6

3.0        Overview of the marketing process and Role of Marketing        8

3.1 Overview of Marketing Process        8

3.1.1 Situational Analysis        8

3.1.2 Marketing Objective        8

3.1.3 Marketing Strategy        8

3.1.4 Marketing Mix Decision        9

3.1.5 Implementation and Control        10

3.2        Role of Marketing        10

4.0        Influence of Macro and Micro Environment on the Marketing     Function        10

4.1 Micro Influences on Marketing Function        11

4.1.1 Competitors        11

4.1.2 Suppliers        11

4.1.3 Customers        11

4.1.4 General Public        11

4.2 Macro Influences on the Marketing Function        12

4.2.1 Political Influences        12

4.2.2 Economical Influences        12

4.2.3 Social Influences        12

4.2.4 Technological Influences        12

4.2.5 Environmental Influences        13

4.2.6 Legal factors        13

5.0        Operations of Marketing Department        13

6.0        Interrelationship between marketing department and other departments        14

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