Pearson

Higher Nationals in

Business

ASSESSMENT BRIEF

Unit: 2 Marketing Essentials

For use with the Higher National Certificate and

Higher National Diploma in Business

Brief Number: 1&2

First teaching from September 2018

Issue 2
 Higher National Certificate/Diploma in
Business

Assessment Brief

Student Name/ID Number

Unit Number and Title 2 Marketing Essentials

Academic Year 2019-2020

Unit Tutor Muhammad Ahsan khan

Assignment Title Marketing Concepts and Internal Relations

Issue Date

Submission Date

IV Name & Date

Submission Format

The submission is in the form of a 10-minute individual PowerPoint presentation copy. 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. Please also provide a bibliography using the
Harvard referencing system. The recommended word limit is 1,500–2,000 words, including speaker notes,
although you will not be penalised for exceeding the total word limit.
Unit Learning Outcomes

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

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

LO3 Develop and evaluate a basic marketing plan

Assignment Brief and Guidance

Scenario and activity:

You are applying for the role of marketing executive within [named organisation/an organisation of your
choice – your own place of work if appropriate], and as part of the interview process you are required to
discuss the concept of marketing as well as its role within the organization. Further to this you will have to
explore how marketing interrelates with other functions within the business.
With reference to assignment one, Now you have been appointed as the new marketing executive for
[named organisation/an organisation of your choice – your own place of work if appropriate]. The first
objective you have been set is to research the competition and produce a marketing plan based on your
findings, to drive forward the marketing objectives for the organisation. This assignment has two parts
Task 1:

Your presentation should cover the following:

1. Introduction to the concept of marketing, including current and future trends.
2. An overview of the different marketing processes.
3. Explanation of the role and responsibilities of a marketing manager in the context of the
chosen organization.
4. An analysis of how marketing influences and interrelates with other functional departments of
the organisation.
5. Analyse the value and importance of the marketing role in the context of your chosen
organization.
6. Conclusions that summarise the significance of having effective interrelationships between

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 different functional departments.
Task 2:
Compare how two different organisations within the same competitive market apply the various elements
of the 7Ps marketing mix. This will be submitted as a briefing paper for the marketing team.
The briefing paper will evaluate how the marketing mix is applied to achieve business objectives, relating
to the two chosen organisations. This research will inform your situational analysis and enable you to
formulate marketing goals and objectives for your organisation based on the comparative findings.

Solution;

Comparison of the 7ps marketing mix of PIA and EMIRATES

The marketing mix means to collect and mix the resources of marketing in the manner that objects of the
enterprise may be achieved and maximum satisfaction may be provided to the customers. It is a business
tool used in marketing and by marketers. It is the combination of elements that go to make the marketing
strategy for a company. This helps the company to achieve marketing objectives. The firm uses this set of
7 controllable variables to influence the target market. It is an important concept of marketing
management. The main aim of every business is to earn and maximise its profits.

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 Price: A product / Service is only worth what customers are ready to pay for it. The price needs to
be competitive but this doesn’t mean cheapest in your market. PIA is a Pakistan based Airline, it is
a low cost carrier and it is operated with an especially high emphasis on minimising operating
costs. It has less comfort and doesn’t provide expensively services such as First Class seats and it
only provides economy and business class which are affordable for the majority. On the other hand
if we talk about Emirates, Which is an airline based in Dubai, United Arab Emirates. It is a full-
service airline. Its really expensive but the passengers have more options about the comfort as it
provides the best services to its customers, provides the comfort of enjoying luxurious food at the
airline lounges at the airport and except of economy and business it also offers First Class seats
which is the expensive of all others.
 Promotion: Promotion is a way a company communicates what it does and what it can offer its
customers. It includes branding, advertising, social media outreach, sales management and
exhibitions. PIA is low cost airline so it doesn’t spend much on promoting but find the cheap ways
to promote its services such as adds in newspaper, it also posts deals for cheap tickets on their
Facebook page and their website so it can catch the attention of their customers and attract them to
buy their services over and over again as its really cheap. While Emirates has a name in the market
and is known for its standard and even rates of its services. So it maintains that standard by
promoting it to a high extent and spending as much as it can. It promotes its services by making
TV commercials and that is really costly as the company spends on crew, actors, production team
and also pays for TV time. It also promotes its services with the help of Billboard Advertising, and
pays for adds that are put on youtube and thus Emirates spends a lot on its promotion.
 Physical Evidence: Choosing an unfamiliar service is risky for the consumer because they don’t
know how good it will be until after purchase. You can reduce this uncertainty by helping
customers “see” what they are buying. As PIA doesn’t have a good reputation in the airline
industry as it uses old planes and often the flights are delayed due to one or the other reason so
majority of the people don’t prefer using PIA and this puts the company into loss. While Emirates
has a really good reputation in the airline industry and is known for its latest and updated planes
and the flights are always on time so it has majority of customers who take Emirates as their first
priority and this makes the business earn more profit.

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 People: Anyone who comes into contact with your customers will make an impression, and that
can have a profound effect “positive or negative” on Customer’s satisfaction. The reputation of
your business rests in the people’s hands who work in your company. They must, therefore be
appropriately trained, well motivated and have the right attitude. So PIA is a national airline of
pakistan and thus has to maintain its reputation and so it makes sire that the staff working in
ticketing agencies or offices or at the airports are well trained, educated and they also make sure
that right person has been assigned with the right job. And so does the Emirates do as it is known
worldwide so the company cannot take risks and thus it makes sure that anyone who comes for the
job goes through few rounds of interview so the company can be satisfied that they are hiring the
right people for the right job and they won’t let the company down and it makes sure the people
have all those skills which are required and this way Emirates maintains its standards, reputation
and name in the industry.
 Products / Services: Successful companies find out what customer needs or wants and then
improves the quality of the service according to the customer’s needs so it can meet the
expectations of its customers both now and in future. As PIA and EMIRATES are airlines so they
don’t have much to offer but the only way through which they can satisfy their customers is to
make sure that the flights don’t get delayed and customers don’t face any inconvenience during the
flight and the airlines must make sure that the crew is well-trained so the customers don’t face any
problems and if they do so the crew can handle it easily without bothering other passengers. PIA’s
flights do get delayed sometimes and the passengers have to face difficulty but Emirates makes
sure no such issue takes place and Emirates value its customers so they are really concerned about
their comfortability and happiness.
 Process: The process of giving a service and the behaviour of those who deliver are crucial to
customer satisfaction. Issues such as waiting times, the information given to customers and the
helpfulness of staff are all vital to keep customers happy. Because Staff is kind of face of the
company, they represent the company as they are the ones who deals with the customers on day to
day basis so both PIA and EMIRATES have friendly, educated and well trained staff working for
them as no company would hire arrogant or rude staff who would hurt the customers. So when a
customer tries to reach the office of PIA or Emirates they get satisfied by the process they were
offered what they were looking for.

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 Place: The place where customers buy the product / service and the means of providing that
product / service must be appropriate and convenient for the customer. As the only service airlines
can provide to its customers is the tickets. So both airlines PIA and EMIRATES have their
agencies internationally so that their customers from across the globe don’t face any difficulty in
buying tickets or in extending or cancellations of flights and to make it more easy for their
customers to get their service the airlines also provide the option of buying tickets online from the
company’s websites.

Introduction Of Emirates Airlines:

Emirates Airline is one of world’s biggest Airlines based in Dubai, United Arab Emirates. It was
founded in 1985 by Maurice Flanagan. The Airline’s first flight was from Dubai to Karachi in
1985. The airline ranks in top 10 carriers worldwide in terms of revenue and passenger Kilometres.
The airline operates over 3300 flights worldwide per week from its hub at Dubai Int Airport.
Emirates has received over 400 international awards over the years which shows their commitment
to quality. The mission of Emirates Airline is to deliver the World’s best in Flight service.

How marketing mix is applied to achieve objectives in both organisations:

Identifying and arranging the elements of its marketing mix allows PIA and Emirates To make
profitable marketing decisions at every level. These decisions help both organisations to achieve
its objectives such as Develop its strengths and limit its weakness, become more competitive and
adaptable in its market and improve profitable collaboration between departments and partners.
There are 4 marketing mix which can help PIA and EMIRATES to achieve its objectives and they
are listed below:
 Price: It depends on customer’s perceived value of the service and it can change the marketing
strategy of PIA and Emirates. As PIA offers low prices for its services which makes a service
accessible to more customers, while Emirates sells its services on higher prices which appeals to
customers seeking exclusivity. Either way the price must be greater than than the cost of
production so PIA and Emirates can achieve its objective of making more profit.
 Product / Service: The services should fit the task customers want it for, it should be worth
spending money for, it should have a quality and it should be exactly what customers want. Once

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 PIA and Emirates start satisfying their customer’s demands by providing the best quality services
in their planes so this will cause a rapid increase in the sales for both companies and thus will lead
the companies to gain more profit.
 Promotions: Advertising, Direct Marketing, sales promotion, TV Commercials, Internet adds,
catalogs, billboards are all types of methods which PIA and Emirates use to promote their services.
This category also includes Public relations such as the distribution of press releases or ongoing
relationships with the media. Promotion encompasses who it is communicated to how that
audience is reached and how often promotion happens.

 Place: The services of Emirates and PIA should be available from where the customers find them
easy to buy. As both are international airlines so they should have a ticketing office or agency in
every part of the world they operate. This is going to provide comfort for their customers and thus
attracting them to buy the services again and again.

Task 3:
Produce a marketing plan to meet marketing goals and objectives. The marketing plan should include all
elements of the 7Ps marketing mix, with a tactical action plan and measures for monitoring and evaluating
progress and meeting of goals and objectives.. this plan must be in detailed and provide appropriate
coherent evidence based.
Solution:
Marketing Plan:

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 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
M1 Analyse the roles and
responsibilities of marketing in
the context of the marketing
environment.
M2 Analyse the significance of
D1 Critically analyse and
evaluate the key elements
of the marketing function
and how they interrelate
with other functional units

relate to the wider organisational interrelationships between of an organisation

context. marketing and other functional

units of an organisation.

LO2 Compare ways in which organisations use elements of the LO2 & 3
marketing mix (7Ps) to achieve overall business objectives D2 Design a strategic marketing

P3 Compare the ways in which M3 Evaluate different tactics plan that tactically applies the use

different organisations apply the applied by organisations to of the 7Ps to achieve overall

marketing mix to the marketing demonstrate how business marketing objectives.

planning process to achieve objectives can be achieved.

business objectives.

LO3 Develop and evaluate a basic marketing plan

P4 Produce and evaluate a basic M4 Produce a detailed, coherent

marketing plan for an evidence-based marketing plan
organisation. for an organisation.

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