Unit Number and Title

Unit 2: Marketing Processes and Planning

Academic Term

Sep 2025 – Dec 2025

Issue Date

15/09/2025

Formative Feedback

20/10/2025 - 16/11/2025

Submission Date

Presentation - 16/11/2025

Report - 08/12/2025

Submission Format 

Report and Presentation

Submission Format

• All your work must be appropriately referenced using the Harvard referencing system. Please also provide a bibliography using this system.

• The report should be in a formal business style using 1.5 pt spacing.

• Use formal fonts such as Times New Roman, Arial, and Open Sans. The font size must be at least 12pt, and all the content must be appropriately aligned. 

• All figures, graphs, and tables must be numbered. 

• The recommended word limit is 4000 words, +-10%. 

• Turnitin similarities (including AI) should not exceed 20%.

• Try incorporating a good mix of academic and web-based sources into your write-up. Online sites such as Wikipedia, MindTools, CourseHero, etc., are unsuitable academic writing sources.

• All your work must be appropriately referenced using the Harvard referencing system. Please also provide a bibliography using this system.

• There must be at least 10 and at most 15 slides. 

• Try to use a formal layout with visible fonts. 

• Use figures, graphs, and tables where appropriate. 

• Turnitin similarities (including AI) should not exceed 20%.

• Try incorporating a good mix of academic and web-based sources into your write-up. Online sites such as Wikipedia, MindTools, CourseHero, etc., are unsuitable academic writing sources.

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

Transferable skills and competencies developed

• Communication skills

• Research skills

• Analytical skills

• Organisation skills

• Technical skills

• Strategic thinking skills

Unilever PLC, a global fast-moving consumer-goods manufacturer with a broad portfolio of household brands, is strengthening its marketing capability to sustain advantage in highly competitive fast moving consumer goods categories. You have been appointed as a Marketing Executive to support this goal. To assess your capability, the Marketing Director has assigned you the following task.

• Define marketing as a concept and explain the marketing operations, including the different areas and roles of marketing.(i) Subsequently, provide an analysis of the role of marketing in the context of the marketing environment.

• Explain how the marketing function collaborates with other functions to achieve Unilever’s objectives (or any other organisation of your choice).(ii) Support your answer by analysing the significance of interrelationships between an organisation`s marketing and other functional units.

• Your information could be further strengthened by a critical analysis of the external and internal environment in which the marketing function operates. 

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

Transferable skills and competencies developed

• Communication skills

• Research skills

• Analytical skills

• Organisation skills

• Technical skills

• Strategic thinking skills

Your Marketing Director at Unilever plc is increasingly concerned that Procter & Gamble (P&G)—a core competitor across home care and beauty & personal care—has strengthened its position over the last three years, potentially narrowing Unilever’s advantage and constraining future growth. To clarify the scale and nature of this threat, you are required to produce a focused comparative analysis of Unilever and P&G that sets out recent performance patterns, relative brand and category positioning, and the consequences for resource allocation, portfolio priorities, and go-to-market choices. 

You are required to undertake the following activities and report the findings to the marketing director.

• Identify the business objectives of Unilever and Procter and Gamble (P&G) (or any two organisations of your choice) and compare (using a table) how these two organisations (or any two organisations of your choice) apply the marketing mix (4Ps) to the marketing planning process to achieve business objectives.(iii)

• The comparison could be further enhanced by reviewing and evaluating the strategies and tactical approaches to marketing mix to achieve organisational objectives.

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

Transferable skills and competencies developed

• Communication skills

• Research skills

• Analytical skills

• Organisation skills

• Technical skills

• Strategic thinking skills

• Interpersonal skills

• Leadership skills

Vocational scenario 

The Marketing Director at Unilever plc wishes to assess your analytical capability through a focused pilot project. You are required to design a tactical marketing plan for Unilever that is immediately executable and demonstrably enhances current marketing operations. The plan should articulate clear short-term objectives (next 6–12 months), prioritised customer segments and value propositions, product and portfolio levers, pricing architecture, channel and retail-media choices, and an integrated promotional calendar. You are required to include a realistic budget and resource implications, KPIs with baselines and targets, risk and compliance considerations, and animplementation roadmap explicitly aligned with ongoing campaigns, brand guidelines, and governance processes.

Assignment activity and guidance

Create a detailed marketing plan that may also be used for strategic decision making and must have the following elements. 

• Mission statement

• Marketing objectives

• Key Performance Indicators (KPI)

• Marketing audit (using tools such as SWOT, PESTLE, or 5C analysis)

• Extended marketing mix to achieve marketing objectives including tactical approaches for each segment

• Market segmentations and targeting strategies

• Allocation of resources

• Implementation Plan(iv)

• You may also consider producing a detailed marketing plan by using the extended marketing mix to achieve marketing objectives.

• You could develop a detailed strategic marketing plan by focusing on Performance Evaluation and achievement of marketing objectives based on the KPIs. 

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

Transferable skills and competencies developed

• Communication skills

• Research skills

• Analytical skills

• Organisation skills

• Technical skills

• Strategic thinking skills

• Interpersonal skills

• Leadership skills

Vocational scenario

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

Finally, the Marketing Director at Unilever plc has commissioned you to design a realistic, resource-aware media plan that reflects current budgetary constraints and delivers tangible impact. The brief prioritises digital and social media channels—including paid, owned and earned activity—so your plan should specify target audiences, platform selection and phasing, estimated reach and frequency, creative formats, flighting, and a concise performance measurement approach with clear KPIs and benchmarks. You will present the proposed plan to the Marketing Director and a panel of senior marketing executives; consequently, you must produce a visually coherent PowerPoint deck with executive-level slides, concise evidence, and a budget allocation. Your aim is to demonstrate disciplined prioritisation, credible costings, and a clear line of sight from objectives to outcomes, supported by a pragmatic implementation timeline and risk mitigations.

Assignment activity and guidance

Develop and present a coherent media plan using MS PowerPoint (15 slides max) for Unilever or any organisation of your choice. The media plan should focus on the following areas.

• Identify three objectives for the Media Plan

• What type of campaigns (e.g., print media, social media, TV and Radio, Sponsorship or others) would you run and why (rationale)?

• What specific media would you use for each campaign (e.g., in social media, would you choose Facebook, Snapchat or TikTok etc.), provide rationale. 

•  Target audience for each type of media and a specific number of audiences to be targeted by each campaign and media.

• The nature of content that each campaign will cover

• Run time and frequency of each campaign (e.g., how many weeks or months it will run and how often in a week would it run)

• Budget for each campaign (provide a breakdown of the figures for each campaign)

• Evaluation (how would you measure if you campaign was successful with the given budget)

• Recommendation on how the plan could have been improved(v)

• You may consider improving your media plan by devising an integrated multimedia plan through the selection of appropriate digital, offline and social media channels for communication.

• Furthermore, in your justified integrated multimedia plan, you may consider including quantitative and qualitative standards. 

• LO4 Develop a media plan to support an organisation`s marketing campaign.