NATIONAL ECONOMICS UNIVERSITY

INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS

HIGHER NATIONALS
BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)

Unit Code, Number and Title R/508/0486 - Unit 2: Marketing Essentials

Semester and Academic Year Semester 2, Academic year 2020-2021

Unit Assessor(s) Le Thi Thu Mai

Hoang Tuan Dung / Nguyen Quynh Trang
Assessment Number and Title ME A1.2: The role of Marketing (Assessment 1 of 2)

Issue Date 18 March 2021

Submission Date 10:00 am, Monday, 19 April 2021 (soft-copy only via Moodle)

IV Name Nguyen Thai Ha

IV Date 18 March 2021

Student name

NEU Student ID Pearson ID

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.

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

Student(s) name(s) /
Date:
Signature

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Submission format and Instructions:

This assignment (Assessment 1 of 2) covers Learning Outcome 2 (LO2).

 This is an individual assignment.
 The submission format is in the form of a written report.
 The assignment should have a cover page that includes the assignment code, number, tittle,
assessors’ names and student’s name and ID. Attach all the pages of assignment brief with your
report and leave them blank for official use.
 Ensure that authenticity declaration has been signed.
 Include a content sheet with a list of all headings and page numbers.
 Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Referral Grade is given when Plagiarism is
identified in your work. There are no exceptions. Your work must not have more than 20 percent
similarity (excluding references and appendix) as reported by Turnitin.

 Your evidence/findings must be cited using Harvard Referencing Style. Please refer to Reference
guiding posted on Moodle.
 This assignment should be written in a concise, formal business style using Arial 11 or Times New
Roman 13 font size and 1.5 spacing.
 The word limit is 2,500 words (+/- 10%). If you exceed the word limit (excluding references and
administrative sections) your grade will be penalised.
 You MUST complete and submit softcopy of your work on the due dates stated on Assignment
brief. All late work is not allowed to submit. This rule is not waived under any circumstances. The
softcopy (including Reference list) must be submitted to Turn-it-in via Moodle.
 Read ALL Instructions on this Page and review the Pass, Merit and Distinction criteria carefully.
To pass the assignment, you must achieve ALL the Pass Criteria outlined in the marking sheet. To
achieve a Merit, you must achieve ALL the Merit criteria (and therefore the Pass criteria). To
achieve a Distinction, you must achieve ALL the Distinction criteria (and therefore the Pass and
Merit criteria).

Unit Learning Outcomes:

LO2: Understanding the marketplace and consumer value

Assessment Brief and Guidance:

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You are an applicant for the position of Marketing Director of a company. You have been shortlisted for
the final interview. To prepare for the interview, you are asked to write a report to demonstrate your
understanding of the marketplace and consumer value related to the company. Choose one company
from the following list and prepare your report accordingly in order to persuade the Management Board
that you are the best choice for the position of Marketing Director of the company.
 Adayroi
 Tiki
 VinMart
 Aeon Vietnam
 Royaltea Vietnam
 The Coffee House
 CGV Cinemas Vietnam
 Netflix Media Vietnam
 Grab Vietnam
 Go-Viet
 Giaohangnhanh
 Giaohangtietkiem
 Golden Gate Restaurants
 Redsun
 Momo
 ZaloPay
Specifically, you will have to prepare your report which covers the following:
1. Explain the definition of Marketing Environment;
Tips: You can use existing definitions of the Microenvironment and Macroenvironment available
in books, journals or internet, or even compose one based on your own understanding and
experience in the field. Moreover, you need to relate to the chosen company and prove how that
definition is currently represented in the company’s marketing activities.
2. Explain and Analyze how the external environment will affect the ability of the business to identify
opportunities or challenges.
Tips: You can choose to explain how EITHER Microenvironment OR Macroenvironment will
affect marketing activities of the company. You need to pick 3 most important forces in the
Microenvironment OR Macroenvironment, and then explain how these forces might affect the
company and how the company should respond to these forces to make decisions on its
marketing activities. Analyze and evaluate how effectively these marketing activities will address
the company’s opportunities or handle anticipated problems.
3. Explain the use of marketing research techniques to gain customer insights.
Tips: You need to provide definitions of the marketing information system and steps in the
marketing research process. You can use definitions in the books, journals or internet, or even
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 compose one based on your own understanding and experience in the field. Then you explain
what marketing research techniques the company should conduct and how they should analyze
and use collected marketing information to gain customer insight.
Further Instructions on Command Verbs:

1. Explain means to give account of the purposes or reason.

2. Analyse: Present the outcome of methodical and detailed examination either:
 breaking down a theme, topic or situation in order to interpret and study the interrelationships
between the parts and/or
 of information or data to interpret and study key trends and interrelationships.

3. Critically analyse: Separate information into components and identify characteristics with depth
to the justification.

4. Evaluate: work draws on varied information, themes or concepts to consider aspects, such as:
 strengths or weaknesses
 advantages or disadvantages
 alternative actions
 relevance or significance.

Students’ inquiries should lead to a supported judgement showing relationship to its context. This
will often be in a conclusion.

5. Critically evaluate: Make a judgement taking into account different factors and using available
knowledge/experience/evidence where the judgement is supported in depth.

Learning Outcomes and Assessment Criteria

Learning Achieved Achieved Achieved
Pass Merit Distinction
Outcome (ticked) (ticked) (ticked)
LO2 M1 Analyze how LO2
Understand P1 Explain the the external D1 Critically

the external environment analyze and

marketplace environment to affects the ability evaluate the key

identify of the business to forces of the
and consumer
opportunities or identify external
value
challenges to a opportunities or environment and
business. challenges. how the business
responds to these
forces.

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P2 Demonstrate the
M2 Analyze how
use of marketing
the business uses
research
marketing
techniques, explain
research to gain
marketing
customer insights
information.

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Formative Feedback: Assessor to Student

Action Plan

Summative Feedback: Assessor to Student

The Student Is Awarded:

Choose One
(*) Referral PASS Grade MERIT Grade DISTINCTION Grade

Name Of Assessor: Date Of Assessment:

Re-submission Feedback:

The Student Is Awarded A:

Choose One
(*) Referral PASS Grade

Name Of Assessor: Date Of Assessment:

Feedback: Student to Assessor

Signature & Date:

* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed at the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit