LO1 EXPLAIN THE ROLE OF MARKETING AND HOW IT INTERRELATES WITH OTHER BUSINESS UNITS OF AN ORGANISATION

Qualification

Unit number and title

Pearson BTEC Higher National Diploma in Business (rqf) Aug2021

02. Marketing Process & Planning (level 4)

Internal Verifier

Unit Tutor

Date issued

Submission date

18 August 2022

30^th November 2022

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

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 organization that meets marketing objectives

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

P4 Develop a Marketing Plan that includes key elements of marketing planning for an organization to achieve marketing objectives.

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

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

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 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

Select a local Company (clothing retail outlet). The selected organization plans to expand by introducing new product in the market. You are hired as a Marketing consultant to study the marketing environment and suggest a suitable Marketing plan for the success of new product. You have to launch the new product by developing a creative marketing campaign to target the right audience. Your marketing strategy must clearly articulate a bold marketing strategy and include tactical actions that are clearly aligned to the overall organisational objectives.

• Conduct a situational analysis to enter a new market
• Gathering information on competitors to conduct analysis on their sales, prices and methods of distribution and marketing to thoroughly learn about the competition
• Suggestion a new product line that aligns with organisation’s overall objectives.
• Collecting and analysing data on customer preferences, demographics, buying habits and needs, to better identify market potential and the factors that influence product demand.

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: making use of appropriate analytical tools including SWOT, Pestle and 5C analysis. 

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

• Setting of an overall marketing budget, for offline and online platfroms.

• 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)               Report and Marketing Plan (1500- 2000 words)

b)               Presentation with speaker notes (1000 words). Presentation Evaluation (500 words).