Marketing Planning-Btechnd Business Marketing
Unit outcomes are given below. Assessment criteria and evidence requirements are given below each task.
|Learning Outcome LO 1:||Be able to compile marketing audits|
|Learning Outcome LO 2:||Understand the main barriers to marketing planning|
|Learning Outcome LO 3:||Be able to formulate a marketing plan for a product or service|
|Learning Outcome LO4:||Understanding ethical issues in marketing|
|Merit grades awarded||M1||T1||M2||T1||M3||T2|
|Distinction grades awarded||D1||T1||D2||T2||D3||T1|
Expected sources:At least two of these sources must be cited in relevant tasks in your assignment.
Marketing planning plays a very vital role in the success of the organization. You are currently working in a market research team as a senior business research analystin Ogilvy & Mathers Ltd., a major market research firm. Your company’s Chief Marketing Officer (CMO) has asked to write a detailed marketing plan of a product/service for a client company of your choice.
Task 1: Report
Prepare a marketing plan of a product or service titled “Marketing Plan for[name of the product/service]”for an organization of your choice. Your plan must be unified and coherent. It must not exceed 3,500 words.
(A) Different perspectives on marketing planning have been identified and explained.
(B) Their merits and demerits have been explained.
The selected organization’s capability for planning its future marketing activity has been evaluated using SWOT analysis.
(A) Various techniques for organizational auditing have been identified and explained.
(B) Any one technique for analyzing external factors that affect marketing planning has been identified and applied.
(C) The benefits of these technique has been explained with valid reasons and justifications.
(A) Anorganizational audit.
(B) An analysis of the external factors that affect marketing planning.
For P1.4: The method or techniqueused to carry out the organizational auditbeen justified with valid reasons or evidence.
(A) Three main barriers to marketing planning have been identified and explained.
(B) The causes of these barriers have been discussed.
(A) How an organization may overcome the barriers to marketing planning identified &discussed.
(B) A brief conclusion has been drawn and justified with valid reasons or evidence.
(A) Relevant background data on sales, costs, and the market, competitors have been collected and analyzed.
(B) The target markets, market needs, market trends, market growth and product offerings have been identified.
(C) Trends have been analyzed using a SWOT analysis.
(D) A realistic marketing plan has been designed using (a) SMART objectives; (b) Strategies; (c) Tasks; (d) Budgets; (e) Target dates; (f) Marketing Mix.
For 3.1: The marketing strategies used in the marketing plan have been justified with valid reasons or evidence.
(A) The importance of marketing planning has been described.
(B) The role of marketing planning in the strategic planning process has been explained.
For P3.2: A critical reflection on the necessity of marketing planning in the strategic planning process of an organization has been written with proper justification.
(A) New product development has been explained with the use of Ansoff’s Matrix.
(B) The usefulness of this technique for the selected organization has been explained with examples or reasons.
For the selected product or service, the following have been recommended and justified with valid reasons or evidence:
(A) The pricing policy
(B) Distribution mix
(C) Communication mix.
For P3.4:Creativity and innovativeness has been demonstrated in justifying recommendations.
(A) Factors affecting marketing plan have been identified and explained.
(B) Strategies to overcome these factors have been identified and explained.
(This provides evidence for LO1-P1.1, P1.2, P1.3, P1.4; LO2- P2.1, P2.2; LO3-P3.1, P3.2, P3.3, P3.4, P3.5; M1; M2; D1; D3)
Prepare and present to your faculty a PowerPoint presentation titled “Analyzing ethical issues in Marketing of [name of the product or service]”. The presentation should highlighting the key emerging ethical issues, their influences over marketing planning and how do company responds to such issues.
You must prepare cue cards to accompany your presentation. Your presentation and cue cards must not 1,000 words. Your presentation should not be more than 10 slides and 15 minutes. Follow the presentation format given in the document titled “Additional Guidance on Assignments”.
(A) Three important ethical issues in marketing planning have been identified and described.
(B) Influence of identified ethical issues over marketing planning have been explained.
(A) Organization response to the ethical issues have been analyzed with the help of an example for each issues.
(B) The merits and demerits of the organization’s responses have been discussed.
For P4.2: Ethical issues have been appropriately analyzed and their impact’s over the organization marketing planning have been appropriately presented and justified with valid reasons and justifications.
(A) Three examples of consumer ethics have been explained.
(B) The positive and negative effects of consumer ethics on marketing planning have been explained using these examples.
For Whole Presentation:
(A) Presentation has been prepared effectively and submitted on time.
(B) All activities have been planned and carried out effectively and on time.
(This provides evidence for LO4-P4.1, P4.2, P4.3; M3; D2)