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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.
Learning Outcome 2: Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives.
Learning Outcome 3: Produce a marketing plan for an organisation that meets marketing objectives.
Learning Outcome 4: Develop a media plan to support a marketing campaign for an organisation.
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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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Learning Outcomes and Assessment Criteria:
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Learning Outcome
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Pass
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Merit
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Distinction
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LO1Explain the role of marketing and how it interrelates with other business units of an organisation
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P1Explain the concept of marketing and marketing operations including the different areas and role of marketing.
P2Explain how the marketing function relates to the wider organisational context.
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M1Analyse the role of marketing in the context of the marketing environment.
M2Analyse the significance of interrelationships between marketing and other functional units of an organisation.
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D1Critically analyse the external and internal environment in which the marketing function operates.
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LO2Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives
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P3Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives.
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M3Review strategies and tactical approaches applied by organisations to demonstrate how business objectives can be achieved successfully.
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D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives.
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LO3Produce a marketing plan for an organisation that meets marketing objectives
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P4Develop a marketing plan that includes key elements of marketing planning for an organisation to achieve marketing objectives.
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M4 Produce a detailed tactical marketing plan that integrates the extended marketing mix to achieve marketing objectives.
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D3 Produce a strategic marketing plan for an organisation that measures achievement of marketing objectives within key performance metrics.
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LO4 Develop a media plan to support a marketing campaign for an organisation
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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.
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M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social media channels for communication.
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D4 Provide a justified integrated multimedia plan based on quantitative and qualitative criteria.
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