Unit 2: Marketing Processes and Planning 

Qualification

Unit number and title

Pearson BTEC Higher National Diploma in Business

02. Marketing Essentials (level 4)

Date issued

Submission date

Assignment Title

Unit 2: Marketing Processes and Planning

Learning outcome and assessment criteria

Pass

Merit

Distinction

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 role of marketing.

P2 Explain how the marketing function relates to the wider organisational context.

M1 Analyse the role 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 to achieve overall business objectives

D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives

D3 Produce a strategic marketing plan for an organisation that measures achievement of marketing objectives within key performance metrics

P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives.

M3 Review strategies and tactical approaches applied by organisations to demonstrate how business objectives can be achieved successfully.

LO3 Produce a marketing plan for an organisation that meets marketing objectives

P4 Develop a marketing plan that includes key elements of marketing planning for an organisation to achieve marketing objectives.

M4 Produce a detailed tactical marketing plan that integrates the extended marketing mix to achieve marketing objectives.

LO4 Develop a media plan to support a marketing campaign for an organisation

P5 Produce a media qualitative criteria. plan that includes recommendations and rationale for selected media activities that meet budgetary requirements and objectives of a marketing campaign brief.

M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social media channels for communication

D4 Provide a justified integrated multimedia plan based on quantitative.

Submission Format

The submission format is in the form of a case study report. The report should be written in a concise style. You are required to make use of headings, paragraphs, and subsections as appropriate. All work must be supported with research and referenced using the Harvard referencing system (or an alternative system). You will need to provide a bibliography using the Harvard referencing system (or an alternative system). Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit is 1500–2,000 words, although you will not be penalised for going under or exceeding the total word limit.

Submission is in the form a 15-minute presentation . The  presentation should be submitted as one document, including individual speaker notes and an individual reflective statement (1500 words). The combined presentation should be no more than 12 slides of content (not including front cover, bibliography etc). 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 (or an alternative system). You will need to provide a bibliography using the Harvard referencing system (or an alternative system). Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit for both the presentation and the strategy is 1,500–2,000 words, including speaker notes, although you will not be penalised for going under exceeding the total word limit

Assignment Scenario and Guidance

Scenario

In your role as a Junior Marketing Analyst at the supermarket chain, you have been working hard on preparing the roll out for the new ‘Luxurious’ range of own-brand food products. This product line will be positioned in a distinctive and inviting way that combines luxury, superior taste and value. Equally, the product line must sit comfortably with other regular and similar food products. You now need to develop a compelling and creative marketing plan for the new product line. It must clearly articulate a bold marketing strategy and include tactical actions that are clearly aligned to the overall organisational objectives.

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 roll out.

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 better identify market potential and the factors that influence product demand. You report into a Regional Marketing Manager who, in turn, is line managed by the Marketing Director

• In your role you have been asked by the management to present the media plan.

Activity 1  - (LO1 to LO4) - Guidance

In producing the marketing plan, you will need to address the following areas.

• How the strategic marketing plan links with the overall organisational mission, corporate strategy and objectives. • Clear and SMART marketing objectives.

• Marketing research to support the new product line launch.

• A situational analysis, including: ○ marketing audit, making use of appropriate analytical tools including SWOT, Pestle and 5C analysis ○ a competitor analysis including the market segments and ○ sub-segments covered ○ articulation of the new product value-proposition in the eyes of the customer.

• Development of the marketing strategies applied to the extended marketing mix.

• Setting of an overall marketing budget, including allocation of planned spend.

• Tactical actions.

Identifying appropriate control and monitoring measures to ensure achievement of objectives including metrics to measure success such as Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV). A comprehensive media plan that supports the planned marketing campaign, this will include:

• a media budget

• recommendations and rationale for selected and integrated multi-media activities within the set budget that meet the marketing objectives appropriate digital, offline and social media channels for communication

• full justification for a multi-media plan based on quantitative and qualitative criteria.

• our marketing plan also needs to incorporate a media plan as part of the overall marketing campaign.which needs to presented to the management

Evidence checklist

Summary of evidence required by student

Activity 1

a) Essay (1500- 2000 words) and Marketing Plan
b) Presentation with speaker notes (1000 words). Presentation Evaluation (500 words).