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£69 LO1 Explain the role of marketing and how it interrelates with other business units of an organisation
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Unit number and title
Pearson BTEC Higher National Diploma in Business
02. Marketing Essentials (level 4)
Unit 2: Marketing Processes and Planning
Learning outcome and assessment criteria
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
D3 Produce a strategic marketing plan for an organisation that measures achievement of marketing objectives within key performance metrics
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 that meets marketing objectives
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
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.
The submission format is in the form of a case study 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
, including speaker notes, although you will not be penalised for going under exceeding the total word limit 1,500–2,000 words
Assignment Scenario and Guidance
ScenarioIn your role as a Junior Marketing Analyst at the supermarket chain, you have been working hard on preparing the roll out for the new ‘Luxurious’ range of own-brand food products. This product line will be positioned in a distinctive and inviting way that combines luxury, superior taste and value. Equally, the product line must sit comfortably with other regular and similar food products. You now need to develop a compelling and creative marketing plan for the new product line. It must clearly articulate a bold marketing strategy and include tactical actions that are clearly aligned to the overall organisational objectives.
RoleYou are a Junior Marketing Analyst working in the Marketing Department. Your role encompasses new product development, from initial research through to test trials in selected stores prior to full roll out.
• gathering information on competitors in order to conduct analysis on their sales, prices and methods of distribution and marketing to thoroughly learn about the competition Your duties include: • conducting research on marketing strategies and consumer opinions • tracking and forecasting trends in sales and marketing, producing reports on the results for management to inform their decision making • collecting and analysing data on customer preferences, demographics, buying habits and needs, to better identify market potential and the factors that influence product demand. You report into a Regional Marketing Manager who, in turn, is line managed by the Marketing Director • 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, including: ○ marketing audit, making use of appropriate analytical tools including SWOT, Pestle and 5C analysis ○ a competitor analysis including the market segments and ○ sub-segments covered ○ articulation of the new product value-proposition in the eyes of the customer. • Development of the marketing strategies applied to the extended marketing mix. • Setting of an overall marketing budget, including allocation of planned spend. • 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
Summary of evidence required by student
a) Essay ( ) and Marketing Plan 1500- 200 words b) Presentation with speaker notes ( ). Presentation Evaluation (500 words). 1000 words
The standard price quoted for this coursework is for . For custom word count and bespoke written work, contact via 3000 words , Email: Whatsapp firstname.lastname@example.org or Live Chat.