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Student Name/ID Number Unit Number and Title Unit 2: Marketing Processes and Planning Academic Year Semester 1, academic year 2023 - 2024 Unit Tutor MSc. Nguyen Thao Duyen; Dr. Nguyen Thi Mai Anh Assignment Number and Title MPP1: The Marketing Concept and Process Benchmarking (1 of 2) Issue Date 19 th^ September 2023 Submission Date 23 rd (^) October 2023 Submission Format Submission is in the form of a 10-minute individual presentation using relevant software. Your video clip must include clear voice, face and ppt slides. The presentation slides must be submitted along with speaker notes as one copy into the Turnitin system, while the video clip has to be submitted into the Flipgrid system. You are required to make effective use of PowerPoint headings, bullet points and subsections as appropriate. Your speaker notes should be written in a concise and precise manner using 1.5 spacing, typeface in Times New Roman or Arial and font size 12. A bibliography should be provided using the Harvard referencing system. Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. You are advised to write between 1,000 and 1,500 words and the word limit is 1,500 words. This word limit does not include the content page, the organization profile, tables, diagrams, appendices, or references. Unit Learning Outcomes LO1 Explain the role of marketing and how it interrelates with other business units of an organization. LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives. 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. ● Use appropriate business systems and software effectively to deliver marketing outcomes efficiently, for example to analyse data, produce reports, and deliver copy. ● Produce a wide range of creative and effective communications, showing ability to write and proofread clear and innovative copy and project briefs, and give confident presentations. ● Assimilate and analyse data and information from a range of sources to support marketing activities. ● Ability to analyse and evaluate a range of business data. ● Commercial acumen based on an awareness of the key drivers for business success. Vocational scenario Organisation: Co.opmart (http://www.co-opmart.com.vn) is a prominent supermarket chain that operates in Vietnam. It is the subsidiary of Saigon Co.op, a national conglomerate founded in 1989. Co.opmart has grown to become the leading retailer with the most supermarkets in Vietnam, more than 140 supermarkets and hypermarkets nationwide. Co.opmart is committed to delivering the best products and services to its customers, focusing on safety, quality and economisation. The company offers a wide range of products, from catering to various needs of customers. The supermarkets provide a one-stop shopping experience, combining clothing, groceries, household appliances, cosmetics, and more at reasonable prices. This varied selection allows customers to conveniently fulfil their daily shopping requirements in a single visit. The supermarket chain has been ranked the highest in market shares in Vietnam’s retail industry. It continues to expand its footprint, aiming to provide convenient and quality shopping experiences to an increasing number of customers. 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 rollout. Co.opmart is keen to explore new and distinctive market segments, where there is potential for rapid growth, and as part of this, you are planning the launch of a new ‘luxurious’ line of food products. The marketing challenge is to reach out to existing and new customer segments, avoid product cannibalisation and ensure that existing and similar product lines are not consequentially perceived as of lesser ‘quality’. 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 identify better market potential and the factors that influence product demand. You report to a Regional Marketing Manager who, in turn, is line-managed by the Marketing Director. Assignment activity and guidance You have been asked to discuss and analyse the main Marketing concepts and to carry out a
https://blog.hubspot.com/marketing/marketing-mix HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your Digital Presence. Available at: https://blog.hubspot.com/marketing/digital-strategy-guide MindTools. Understanding How to Position Your Market Offering. Available at: https://www.mindtools.com/pages/article/newSTR_94.htm Smart Insights. Marketing strategy vs tactics – why the difference matters. Available at: https://www.smartinsights.com/marketing-planning/marketing-strategy/marketing- strategy-vs- tactics-difference/ HN Global HN Global (2022) Reading Lists. Available at: https://hnglobal.highernationals.com/learning- zone/reading-lists HN Global (2022) Student Resource Library. Available at: https://hnglobal.highernationals. com/subjects/resource-libraries HN Global (2022) 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. Kotler, P. and Armstrong, G. (2016) Principles of Marketing. 7th Ed London: Pearson. LO1 Explain the role of marketing and how it interrelates with other business units of an organisation D1 Critically analyse the external and internal environment in which the marketing function operates. P1 Explain the concept of marketing and marketing operations including the different areas and roles of marketing. M1 Analyse the role of marketing in the context of the marketing environment P2 Explain how the marketing function relates to the wider organisational context. 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 to achieve overall business objectives D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives. P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business M3 Review strategies and tactical approaches applied by organisations to demonstrate how business objectives can be achieved
objectives. successfully. Làm 1 clip dài 10 phút: có slide, có mặt, thời gian 10 phút, cần 18 slide, nửa phút 1 slide Scrip: chuyển lời nói của mình, có references: tối thiểu 5 cái Đầy đủ 2 LO: thiết kế slide: phân bổ, cover slide, có nội dung, cô đọng LO1 Explain the role of marketing and how it interrelates with other business units of an organization. LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives.
Lo1:
1.Marketing: is a process by which corporators create value for customers and build strong
customer relationships to capture value from customers in return ( Kotler. P, 2020 )
- Marketing is about identifying and meeting human and social needs:
2.Key concepts:
+ It is clear that the need is a feeling of harship in a person. It means the thing that a customer
want to have to experience.
+ In reality, the heading of a need is not easy for everyone to think about it as it is not every
requirements can become a need. For example, a warm and friendly attitude on the part of the
cabin staff, though pleasant, cannot be said to have a crucial influence on the traveller’s
choice of an airline.
+ A want is a need after being influenced by the society and personality. Most wants depend
on
The wants are mostly unlimited because they are formed form their life experience and
choices. Moreover, if the want is not fulfiled, the result will be the sadness, depression and
disadisappoinment.
+ The demand:
