Marketing Processes and Planning Assignment Help

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Qualification - Higher National Diploma in Business

Unit Name - Marketing Processes and Planning

Unit Number - Unit 2

Unit Level - Level 4

Unit Credits - 15

Assignment Title - Marketing Planning Report

Learning Outcome 1: Explain the role of marketing and how it interrelates with other business units of an organisation.

Answer: Marketing is a core business function that is responsible for identifying, anticipating, and satisfying customer needs profitably. Its primary role is to create value for customers and build strong customer relationships to capture value in return. Marketing is not an isolated function; it must work closely with all other departments. For example, marketing provides sales with leads and promotional materials, and in return, sales gives feedback on customer reception. Marketing collaborates with product development to design products that meet customer demands, and with operations to ensure products are available. The finance department provides budgets for marketing activities and evaluates their return on investment, while Human Resources helps recruit the right people for marketing roles. This interrelation ensures a cohesive and customer-focused approach across the entire organization.

Learning Outcome 2: Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives.

Answer: The marketing mix, traditionally the 4 Ps (Product, Price, Place, Promotion), and now the 7 Ps (including People, Process, and Physical Evidence) for services, are the tools an organization uses to implement its marketing strategy. Different companies use these elements differently to achieve their objectives. For example, a luxury brand like Apple uses a high-price strategy to project exclusivity and high quality, while a budget retailer like Walmart uses a low-price strategy to attract a broad, price-sensitive market. A company focused on Product may prioritize innovation and design, while one focused on Promotion may invest heavily in advertising campaigns to build brand awareness. The way these elements are combined depends on the target audience and the company's overall business goals, such as increasing market share, improving brand image, or entering a new market.

Learning Outcome 3: Produce a marketing plan for an organisation that meets marketing objectives.

Answer: A marketing plan is a comprehensive document that outlines the marketing strategy and activities to achieve specific marketing objectives within a set timeframe. It's a roadmap for the marketing team. Key components of a marketing plan include a situational analysis (using tools like SWOT and PESTLE to understand the current environment), defining a clear target market and marketing objectives (which should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound), and developing the marketing strategies based on the 7 Ps. Finally, the plan must detail the tactics and budgets required for implementation, as well as the control measures to monitor progress and evaluate success, such as key performance indicators (KPIs) like sales data or market share.

Learning Outcome 4: Develop a media plan to support a marketing campaign for an organisation.

Answer: A media plan is a crucial part of a marketing campaign that details when, where, and how a campaign's message will be delivered to its target audience. The goal is to maximize impact and reach while staying within a budget. Developing a media plan requires a deep understanding of the target audience's media consumption habits. The plan should specify the media channels to be used, which can be digital (social media, search engine ads, email marketing) or traditional (television, radio, print). It must also include a detailed schedule for when messages will be delivered and the budget allocation for each channel. The media plan provides a clear rationale for the choices made, justifying how the selected media will effectively reach the desired audience to achieve the campaign's objectives.

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Assignment Brief: You have been employed as a Marketing Manager by a large multinational organisation or a listed company in Hong Kong to investigate the concept of marketing as well as its role within the organisation. Further to this you will have to explore how marketing interrelates with other functions, research the competition andproduce a marketing plan based on your findings.

Also read: Acquire comprehensive assistance with your Business and the Business Environment assignment, focusing on Amazon's strategic move into Turkey: A critical business opportunity analysis.

This will be presented as a report to the Marketing Director and should include the following:

Question 1. Explain the concept of marketing, including the importance of marketing's role in the context of the organisation.

Question 2. An explanation of how marketing influences and interrelates with other functional departments of the organisation.

Question 3. Compare two organisations using the various elements of the marketing mix (i.e. 7Ps). You are required to explain the marketing mix and marketing process that are used to achieve business objectives, relating to the two chosen organisations.

Question 4. Produce a marketing plan that aims to meet the marketing goals and objectives. The marketing plan should include all elements of the marketing mix (i.e. 7Ps), with an action plan and monitoring measures.

Question 5. Produce a media plan that includes recommendations and rationales (e.g. budgetary constraints, objectives of campaign brief) for selected media activities.

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