BTEC PEARSON HIGHER NATIONAL DIPLOMA IN

BUSINESS OFFERED BY AMERICAN COLLEGE OF HIGHER

EDUCATION

Marketing Process & Planning

UNIT 02

Student Name: P.S.Sanjana

Student Pearson ID: PF28984
HND/ 2022
ACHE STUDY CENTRE:

DATE OF SUBMISSION: 06/04/2022

Submitted to: Mr.Shanjayan Arthamarajan

STUDENT ASSESSMENT SUBMISSION AND DECLARATION

When submitting evidence for assessment, each student must sign a declaration confirming that the work
is their own.

Student name: Assessor name: Mr. Shanjayan Arthmarajan

P.S.Sanjana

Issue date: Submission date: Submitted on:

27/02/2022 19/04/2022 18/04/2022

Programme:

Unit: Unit 2: Marketing Processes and Planning

Assignment number and title: No:01 / The Marketing Concept Webinar

Plagiarism
Plagiarism is a particular 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

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

Student signature: Date: 18/04/2022

 AMERICAN COLLEGE OF HIGHER EDUCATION
BTEC HND DIPLOMA IN BUSINESS (LEVEL 4)
ASSIGNMENT COVERSHEET 2022
UNIT TITLE & CODE UNIT 1: Marketing Process & Planning LEVEL 4

STUDENT NAME P.S.Sanjana CREDITS 15

ASSESOR Mr. Shanjayan Arthmarajan STUDENT ID
ASSESSMENT I.V by: Ms.Muditha
Wijesundara
ASSIGNMENT ISSUE 27/02/2022 ASSIGNMENT 19/04/2022 Word
DATE SUBMISSION Count
DATE
2000-2500

Assessment has been internally verified for use.

Internal Verifier Name: Ms.Muditha Wijesundara

Signature: Date Verified : 03/02/2022

Unit 2: Marketing Processes and Planning
Authorised Assignment Brief 1
P.S.Sanjana
Student Name/ ID PF28984
Number

Unit Number and Unit 2: Marketing Processes and Planning

Title

Academic Year 2022

Unit Tutor Mr. Shanjayan Arthmarajan

Assignment Title The Marketing Concept Webinar

Issue Date 27/02/2022

Submission Date 19/04/2022

Submission format

The submission is to be in the form of a 15-minute webinar delivered and recorded

using supporting software, for example Zoom, Microsoft Teams. The assignment is
to be submitted as a recording in MP3 (or another suitable format) together with
an accompanying transcript submitted as a word document using 1.5 spacing and
appropriately titled and labelled.

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
With a history dating back 39 years, “Cargills Foodcity Supermarket” that opened its first
supermarket chain in Sri Lanka at Staple Street; it was once accessible only to the
elite customer segment but then opened its doors to the masses. continued to
challenge the norm by revolutionizing what was traditionally an affluent affair by
offering products of a higher value for the lowest prices. Today, the retail operation
has evolved significantly and operates throughout every corner of the island through
‘Cargills Food City’ supermarkets. Its retail footprint has reached over 425 stores
covering all 25 districts of Sri Lanka, making quality products for affordable prices
accessible to all, on their way home.
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.
Meeting with Sanjana Prathapa-20220419_195046-Meeting Recording.mp4
Assignment activity and guidance

You have been approached by a national radio station, which has invited you to be part
of a webinar panel aimed at introducing its younger audience to marketing as an exciting
career pathway. As part of the webinar, you have been given a 15-minute slot and have
been asked to discuss and analyse the following areas:
• the concept and role of marketing in the 21st century
• roles and responsibilities in marketing, and the competencies required to succeed
• how the marketing function works and interacts with other departments in the
supermarket and how it supports the wider organisational context in terms of vision,
mission and purpose.
Providing critical reflection on, and insight into, the internal and external factors that
influence your role.
The radio station has asked you to pre-record the webinar presentation using a suitable
and appropriate format (for example MP3) and provide a full transcript.
Your task is to record the webinar and submit the accompanying transcript of the
webinar.

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
Cargills coporate website: https://www.cargillsceylon.com/

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
 Groucutt, J. and Hopkins, C. (2015) Marketing (Macmillan Business Briefing).
London: Palgrave Macmillan
Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.

Introduction

The marketing analysis is essential for the companies to gain insight into the market's current
competitive condition. Marketing analysis helps in identifying the gaps and opportunities and enables
the marketing leaders to make informed decisions (Smith, 2016)

Key roles and responsibilities of the marketing function

The marketing function is mainly concerned with buying and selling goods to satisfy the customers’
needs. The key roles and parts of marketing include transporting the goods where they are needed,
storing the goods, and collecting market information for filling the customer’s needs (Lidstone and
MacLennan, 2017). In the broader context, the marketing functions also include identifying the
requirements of the customers, anticipating customers’ demands and identifying how the profit can be
maximized (Ahmed Zebal & Goodwin, 2012)

key roles and responsibilities of marketing functions are as follows:

 Identifying the requirements of Customers

 Anticipating Customer Requirements
 Satisfying customers’ needs
 Making Profit

The corporate objectives are used for translating the goals and measuring the marketing objectives
(Lidstone and MacLennan, 2017).
Marketing functions remain the same for both B2B and B2C businesses. For both types of companies,
the marketing function included direct marketing, public relations, advertising, events, and internet
marketing word of mouth (Peck, et al., 2013)

The interrelationship between various elements of the marketing contributes toward the improvement
of an effective promoting procedure that can address the more extensive requirements of the clients.
(Explain the key roles and responsibilities of the marketing function, 2020)

Marketing Process

Marketing involves a number of activities and processes that are linked with the initiation of the product
journey to the place of production and consumption. In the marketing environment, the marketing
function is focused on linking the producers with the consumers (Smith, 2016)

 Product: The marketing department is required to design a product that can meet the
customer’s needs (Miller, 2017).
 Place: The marketing process further incorporates putting the item in the market at the ideal
locations where it tends to effectively reach the clients. (Explain the key roles and
responsibilities of the marketing function, 2020)
 Promotion: It incorporates reception and improvement of successfully limited time instruments
and medium for drawing in the highest number of clients. (Explain the key roles and
responsibilities of the marketing function, 2020)
 Price: The marketing process is furthermore focused on pricing the product right as per the
competitive market price in order to make it affordable for the customers (Salih, 2018).

The Interrelationship between marketing and other Functional Units

 Marketing and Finance

Marketing strategies and the important plans ought to be the specific spending budget. This
incorporates thinking about the benefit and cost edge of the brand, product offering and item and so on.
(Explain the key roles and responsibilities of the marketing function, 2020)

Furthermore, the marketing department is required to be in contact with the finance department in
order to know the current financial position of the business so that the marketing activities can be
carried out accordingly (De Vries, et al., 2012)

 Marketing and Human Resource

The prime capacity of the HR division is to work for the welfare assistance of the employees and to
select the right candidates for the right work in the given budget. (Explain the key roles and
responsibilities of the marketing function, 2020)
Also, HR helps the marketing department to ensure that the employees of marketing department are
working in satisfactory conditions and that their individual goals are adequately aligned with the
organizational goals (De Vries, et al., 2012)

 Marketing and Production Department and Operations

The production is fundamentally worried about the advancement of new items and related operations
tasks. Marketing department works with the operations function to guarantee that the elements of the
association are in accordance with the showcasing and business objective. (Explain the key roles and
responsibilities of the marketing function, 2020)

Also, both departments work together for sourcing quality raw materials from the suppliers for
providing quality products to the customers (Kaufman & Horton, 2014)

 Marketing and Customer Service

Marketing and customer service are the significant elements of an association. Both the capacities
cooperate for evaluating whether the clients are happy with the items and the administration (Explain
the key roles and responsibilities of the marketing function, 2020)

Both the departments work together for building a positive relationship with the customers (Hayrynen,
2014)

 Marketing and IT

The marketing department and IT department work together to ensure the attainment of the marketing
and organization’s objective in the best possible manner. IT department works in collaboration with the
marketing department to ensure that, all the functions of the marketing department are equipped with
recent technological advances and that all the functions are working as per the current needs of the
market.  (Explain the key roles and responsibilities of the marketing function, 2020)

Marketing functions work intimately with other functional units of the associations. For example, the
marketing department works intimately with the finance division. Marketing function usually requires
completing the preparation, research, carrying out the promoting plan and advertising procedures for
planning a fruitful promoting plan. This requires appropriate collaboration and coordination with the
finance and different departments to guarantee that every one of the divisions is chipping away at the
joint target to meet the objectives of the association. Promoting division works with the HR department
to employ the right ability that can assist the organization in contriving powerful and effective
showcasing with arranging. It additionally contributes towards breaking down whether the promoting
targets and the concocted showcasing plan and goals are consent to the business targets of the
business. (Explain the key roles and responsibilities of the marketing function, 2020)
The dependency of a number of marketing decisions includes the involvement of other business
functions in order to come up with informed and prudent business decisions. The efficient and effective
working of marketing decisions requires the role and involvement of other functions in the
implementation and designing of marketing models, planning and control, and implementation of
effective marketing strategies. (Explain the key roles and responsibilities of the marketing function,
2020)

The interrelationship of the departments and their joint working contribute towards achieving the
overall goals of the organization in an effective manner. The marketing function works with the
production department to make sure that the required and quality raw products are being procured.
(Explain the key roles and responsibilities of the marketing function, 2020)

The interrelationship with other functional units enables the marketing function to devise the strategies
in order to engage all the relevant stakeholders for achieving business objectives. It can help in reaching
the scope of the market planning with annual business operations. It can contribute towards applying a
geographical-based approach, product-based approach, and business unit approach; focusing on
segmentation to devise an optimum marketing mix. (Explain the key roles and responsibilities of the
marketing function, 2020)

The functional units are responsible for providing large organizations to integrate with the number of
plans that are specific for the individual part of the business (Zhang et al., 2019). It helps in planning the
practical processes at the divisional and individual company levels. (Dib, 2018).

However, considering the importance of working of marketing department with other organizational
functions, it is required to acknowledge that in certain situations, all interlinks between the functions
are not necessarily advantageous for the organization. (Explain the key roles and responsibilities of the
marketing function, 2020). This is because, there are certain situations, where the activities and
functions of the organizations have different perspectives and conflicting interests. (Explain the key roles
and responsibilities of the marketing function, 2020). This can lead to organizational conflict rather than
efficient and effective organizational working (Bansal & Taylor, 2015)

References

Academic Papers, 2020. Explain the key roles and responsibilities of the marketing function. Available at:
<https://ukacademicpapers.blogspot.com/2020/02/p1-explain-key-roles-and.html> [Accessed 16 April
2022].

Ahmed Zebal, M. & Goodwin, D. R., 2012. Market orientation and performance in private universities.
Bansal, H. S. & Taylor, S., 2015. Investigating the Relationship Between Service Quality, Satisfaction and
Switching Intentions. Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference,
pp. 304-313.

De Vries, L., Gensler, S. & Leeflang, P., 2012. Popularity of brand posts on brand fan pages: An
investigation of the effects of social media marketing.. Journal of interactive marketing, 26(2), pp. .83-91

Dib, A., 2018. The 1-page marketing plan. Page Two Books

Hayrynen, K., 2014. It’s all about marketing.. International Journal of Metalcasting , 8(3), pp. 7-12.

Kaufman, I. & Horton, C., 2014. Digital marketing: Integrating strategy and tactics with values, a
guidebook for executives, managers, and students.. s.l.:Routledge..

Lidstone, J. and MacLennan, J., 2017. Marketing planning for the pharmaceutical industry. Routledge.

Miller, K.K., 2017. Catholic School Enrollment: A Study on the Impact of a Marketing Plan in a Catholic
School (Doctoral dissertation, University of St. Francis).

Peck, H., Christopher, M., Clark, M. & Payne, A., 2013. Relationship marketing. s.l.:Routledge.

Salih, P., 2018. Translating Arab Cuisine into English: 101 Recipes.

Smith, D.J., 2016. North by Midwest Film Festival: A Marketing Plan for a Local Nonprofit
Organization (Doctoral dissertation).

Zhang, D., Yamamoto, M., Talari, S. and Khorasanizadeh, S., 2019. Marketing Plan for Memphis Meats-
Cultured Meat.