please see the attached file

Unit 2: Marketing Essentials

Outcome 1: Explain the role of marketing and how it interrelates with other functional units of an organisation.

Outcome 2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.

Outcome 3: Develop and evaluate a basic marketing plan.

Assignment 1 – Individual or Group Presentation (LO1 - P1, P2, M1, M2 & D1)

SUBMISSION DATE – Monday 24th June 2019 (no late submissions will be accepted)

Unit Learning Outcome:-

LO1: Explain the role of marketing and how it interrelates with other functional units of an organisation.

Assignment Brief

In 2018 the adidas brand was valued at USD 12,456 million. The company wants to gain further market share in the very competitive sports apparel and equipment market. You need to explain how Marketing has evolved to what it is today and how the philosophy of Marketing needs to be adopted by the organisation as a whole.

You need to create a PowerPoint presentation on the following:-

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.

You will need to present your work to the CEO of adidas on the 24th June 2019.

Submission Format:

You are required to make effective use of PowerPoint headings, bullet points and subsections as appropriate. Your research should be referenced using the Harvard referencing system.

You will also need to upload your PowerPoint presentation slides into Turn It In on the module’s Moodle page and ensure that the plagiarism percentage does not exceed 15%. Please ensure that the cover page is signed and included at the beginning of your presentation prior to uploading it into Turn It In.

Indicative Guidance

Your presentation must include the following:-

- Definitions of marketing and the development of the marketing concept.

- How the external environment influences and impacts upon marketing activity.

- The structure and operations of marketing departments.

- Overview of marketing processes that include analysis, strategic planning and

the marketing mix.

- Marketing as a business function and the different roles of business units and the interrelationships between other functional departments and marketing.

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 adidas.

D1 - Critically analyse and evaluate the key elements of the marketing function

and how they interrelate with other functional units of adidas.

Assignment 2 – Individual Report (LO2 – P3, M3; LO3 – P4, M4) & D2 for both. SUBMISSION DATE: 14th July 2019 (no late submissions will be accepted)

Unit Learning Outcome:-

LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.

LO3: Develop and evaluate a basic marketing plan.
Assignment Brief

As part of its planning for 2020, you have employed as an external Marketing consultant by adidas to assist with their planning. As part of your remit, you will need to analyse the company’s Marketing Mix strategy and recommend a Marketing plan for the organisation in 2020.

You need to write an individual report on the following:-

P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives.
P4 Produce and evaluate a basic marketing plan for an organisation.

Submission Format:

This report should be written in a concise, formal business style using single 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, at the end of your report, using the Harvard referencing system. The recommended word limit is approximately 3,000 to 4,000 words, although you will not be penalised for exceeding the total word limit.

You will also need to upload your Word report into Turn It In on the module’s Moodle page and ensure that the plagiarism percentage does not exceed 15%. Please ensure that the cover page is signed and included at the beginning of your report prior to uploading it into Turn It In.

Indicative Guidance

Your report must include content on the following complete with definitions, examples and all in relation to adidas:-

The 7Ps Marketing Mix

• Product: Differences between products and services, importance of brands,

product development and lifestyle.

• Price: Pricing context, strategies and tactics.

• Place: Channel, supply chain and logistics management.

• Promotion: Integrated communication mix and promotional tools.

• People: The different roles of ‘people’ in marketing. The different skills, attitudes and behaviour of people delivering the product or service to customers.
  

• Physical evidence: The tangible aspects of service delivery.
  

• Process: Systems and processes involved in delivering a consistent service.
  
  

• The shift from the 4Ps to the 7Ps and the significance of the extended

Marketing mix.

Marketing Plan

• Marketing planning -The importance and value of marketing plans.

• An overview of the marketing planning process (Analysis, Planning, Implementation and Control) and marketing strategy.
  
  

• The links between marketing plans, marketing objectives and marketing

strategies.

• Evaluating and monitoring marketing plans using appropriate control and evaluation techniques such as sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis.
  
  

• 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 and

control measures.

M3 - Evaluate the different tactics applied by adidas to demonstrate how the business can achieve its objectives.

M4 - Produce a detailed, coherent evidence-based marketing plan for adidas.

D2 - Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives of adidas.

GRADING GRID