You are working as a Trainee Marketing Executive for an airline of your choice (i.e. British Airways, Emirates, Virgin Atlantic, etc)

Student Name/ID Number

Unit Number and Title

Unit 2/ Marketing Processes and Planning

Academic Year

AY 2025-26 / Sep-25 Cohort

Unit Tutor

Assignment Title

The Marketing Concept, Functions and Mix (Part 1)/ Marketing Planning (Part 2)

Issue Date

10/10/2025

Submission Date

Saturday 17^th January 2026 at 11.59 pm

Guidelines for Final Submission

• The submission must be in the specific format(s) as specified in the assignment brief instructions 

• The assignment should be submitted in a MS Word^© format, or equivalent.

• The assignment has TWO parts. Please read both parts carefully. 

• There will be only one submission link in Turnitin. You are required to compile both Part 1 and Part 2 into one Microsoft Word file for final submission.

Please access HN Global for additional resources to support and reading for this unit. For further guidance and support on academic writing please refer to the Study Skills Unit on HN Global: www.highernationals.com

Part 1 - Submission Format

The assignment is to be submitted as a briefing paper that can be presented in a format of your choice. The briefing paper must be clear and concise, stating what the problem/issues including a summary of analysis and recommendations.

All your work must be supported with research and referenced correctly using the Harvard referencing system. You also need to provide a reference list using the Harvard referencing system. Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly.

The recommended word limit for the briefing paper is 1,500–2,000 words, although you will not be penalised for going under or exceeding the total word limit.

Part 1 - Unit Learning Outcomes

LO1 Explain the role of marketing and how it interrelates with other business units of an organisation.

LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives.

Transferable skills and competencies developed

• Communication and listening, including the ability to produce clear, structured business communications in a variety of media.
• Use appropriate business systems and software effectively to deliver marketing outcomes efficiently, for example to analyse data, produce reports, 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. 
• Ability to analyse and evaluate a range of business data.

Vocational scenario

You are working as a Trainee Marketing Executive for an airline of your choice (i.e. British Airways, Emirates, Virgin Atlantic, etc). You have been asked by your line manager to research the organisation’s marketing function. Identify its role of marketing as well as its relationship with other functions and the organisation’s business units and marketing. You are also required to compare ways in which organisations use elements of the marketing mix within the same industry to achieve overall business objectives. You are also told to write a Briefing Paper summarising your research findings to be presented to your line manager.

 Assignment activity and guidance

Your briefing paper should cover the following:

• Explain the concept/definition of marketing in the 21^stcentury.
• Describe the role of marketing function with examples from your chosen organisation.
• Analyse how the marketing function works and interacts with other departments.
• Explain the 7P’s extended marketing mix and provide examples from your selected organisation.
• Evaluate how the marketing mix adopted by your selected business (or business unit) contributes to the success of the organisation in meeting their overall business objectives.
• Provides a set of justified recommendations.

Part 2 -Submission Format

Your next task is to submit a marketing plan that addresses the set brief. This should be written in a structured format, making use of heading and sub-headings and using business language. A reference list should be provided using the Harvard referencing system. Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly.

The recommended word limit is 1,500–2,000 words, although you will not be penalised for exceeding the total word limit. A detailed media plan needs to be fully integrated into the overall marketing plan.

Unit Learning Outcomes

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

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

Assignment activity and guidance

In your role as a Trainee Marketing Executive for an airline used in part 1, you have been working hard on preparing the roll out of a premium service for First Class passengers. This new service will be positioned in a distinctive and inviting way that combines luxury, value and comfort.

You now need to develop a compelling and creative marketing plan for the new product. It must clearly articulate a bold marketing strategy and include tactical actions that are clearly aligned to the overall organisational objectives. Your marketing plan also needs to incorporate a media plan as part of the overall marketing campaign.

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/service launch.

A situational analysis, including:

o   Marketing audit, making use of appropriate analytical tools including SWOT, PESTLE and 5C analysis

o   Competitor analysis including the market segmentation, targeting and positioning, SWOT and PESTLE

o   Comparative analysis such as Boston Matrix analysis

o   Articulation of the new product value-proposition in the eyes of the customer

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

o   Setting of an overall marketing budget, including allocation of planned spend and tactical actions.

o   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:

o   A media budget

o   Recommendations and rationale for selected and integrated multi-media activities within the set budget that meet the marketing objectives

o   Appropriate digital, offline and social media channels for communication

o   Full justification for a multi-media plan based on quantitative and qualitative criteria 

Recommended Resources

Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive.

Textbooks

GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings).

London: Palgrave Macmillan.

JOBBER, D. and 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.

MCDONALD, M. and WILSON, H. (2016) Marketing Plans: How to Prepare Them,

How to Use Them. 8th Ed. Chichester: John Riley and Sons.

Websites

www.cim.co.uk

www.marketingdonut.co.uk

www.marketingteacher.com

www.marketingweek.com

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 organisation thatmeets 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 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.

D4 Provide a justified integrated multimedia plan based on quantitative and qualitative criteria.

P5 Produce a media 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.