Higher National Certificate in
Business
Assessment Brief
Student Name/ ID Number:
Unit Number/ Title: Unit 2: Marketing Essentials
Academic Year: 2019-2020
Unit Tutors:
Shameem Shaffi, Onur Cokuludag, Bernardo De Vire,
Faisal Usumani, Marilyn Rushton, Jenny Marshall
Assessment Number/ Title: Bodyshop Marketing Officer
Hand-out Date: 22 November 2019
Submission Date: 22 December 2019 (all students)
Resubmission Date: TBC by Assessment Committee
Unit Learning Outcomes
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
LO3 Develop and evaluate a basic marketing plan
DAL - HND - Nov 2019 - page 2
Assignment Brief and Scenario
Activity 1 – Explaining the Role of Marketing and its Relationship with Other Functional Units
Imagine that you are applying for the role of Marketing Officer at Bodyshop, the UK high-street retailer
(or you may choose another organisation; or your own place of work, or your family business if
appropriate).
As part of the interview process, you are required to submit a report on the concept of marketing and its
role within the organisation. Furthermore, you are asked to explore how marketing interrelates with other
functions within the business.
You need to do the following as a minimum:
 explain the key roles and responsibilities of the marketing function.
(You may want to include reference to the concept of marketing, current and future customer trends,
changing technology, social media, etc.); and
 explain how roles and responsibilities of marketing relate to the wider organisational context
(You might like to mention for example how value, new market trends, feedback from customers, etc.
inform strategic planning.)
For a more impressive report, you could also do the following:
 analyse the roles and responsibilities of the marketing role in the context of the marketing
environment of Bodyshop (or your chosen organisation); and
 analyse the significance of interrelationships between the marketing function and other functional
units within Bodyshop (or your chosen organisation).
For an outstanding report and grading at the assessment centre, you would need to:
 critically analyse and evaluate the key elements of the marketing function in your chosen
organisation and the relationship between those elements and other functional elements of the
organisation.
Activity 2 – Comparing How Organisations use the Marketing Mix and Preparing a Marketing Plan
Imagine that you got the job and have been appointed as the Marketing Officer at Bodyshop (or other
organisation of your choice). One of your first tasks in this role is to prepare a presentation on how
different organisations apply their Marketing Mix and develop a Marketing Plan.
For this to be at least adequate, you will need to:
 compare how different organisations apply their Marketing Mix (7Ps) as part of their
Marketing Planning process, in order to achieve their Business Objectives
(Your instructions are that you need to compare the marketing mix of at least two organisations; for
example, your chosen organisation and a competitor, two competitors, or any two or more
organisations. It is recommended that you also identify some of the Business Objectives of the
organisation, and explain how your Marketing Plan will meet those Objectives.); and also
 produce and evaluate a basic Marketing Plan for Bodyshop (or other organisation of your choice).
For the above to be more effective and successful, you would:
 evaluate some of the different tactics applied as elements of the Marketing Mix by the different
organisations in order to achieve their objectives; and
 provide a more detailed, coherent and evidence-based Marketing Plan
For an outstanding outcome, you would go further still, to:
 design a strategic Marketing Plan that tactically applies the use of the Marketing Mix 7Ps to achieve
the overall Marketing Objectives of Bodyshop (or the organisation you have chosen).
DAL - HND - Nov 2019 - page 3
Assignment
Checklist:
Minimum Evidence required: Complete:
Activity 1 (LO1) Report on The Role of Marketing and
How it Relates to Other Functional Units
Activity 2 (LO2 + LO3)
Presentation of
Comparison of How Organisations use the Marketing Mix and
Marketing Plan
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.
LO1
D1 Critically analyse and
evaluate the key elements of the
marketing function and how are
they interrelate 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.
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.
LO2 Compare ways in which organisations use elements of the
marketing mix (7Ps) to achieve overall business objectives.
LO2 & LO3
D2 Design a strategic marketing
plan that tactically applies the use
of the 7Ps to achieve overall
marketing objectives
P3 Compare the ways in which
different organisations apply the
marketing mix to the marketing
planning process to achieve
business objectives.
M3 Evaluate different tactics
applied by organisations to
demonstrate how business
objectives can be achieved.
LO3 Develop and evaluate a basic marketing plan
P4 Produce and evaluate a basic
marketing plan for an
organisation
M4 Produce a detailed coherent
evidence-based marketing plan
for an organisation
DAL - HND - Nov 2019 - page 4
Plagiarism
Any act of plagiarism will be seriously dealt with according to the Academy’s and awarding bodies’
regulations. In this context the definition and scope of plagiarism are presented below:
Plagiarism is presenting someone’s work as your own. It includes copying information directly from the web
or from books without referencing the material; submitting joint coursework as an individual effort; copying
another student’s coursework; stealing coursework from another student and submitting it as your own
work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to
the Academy procedure. For further details please refer to the plagiarism policy and the student code of
conduct.
You are reminded that you must s