Assignment brief Unit number and title Unit 2 Qualification Pearson BTEC Level 4 HNC in Business Start date 07/11/2016 Deadline/Hand-in Assessor Assignment title Developing a Marketing Plan Purpose of this assignment: This assignment brief is expected to guide students to provide appropriate evidence of what they have learnt in this unit. This provides clear instructions to the students what they are required to do, set out through a series of tasks listed below. The brief also sets out a suitable scenario challenging students to contextualize their answers in vocational context. The brief provides opportunity for the learner to excel their performance by clearly stating descriptors for achieving merit and distinction. Assignment Task: Report writing Instruction: You are required to produce a written report considering the guidance and relevant assessment criteria below. This should be written in a concise, formal business style using single spacing and font size 12 (in Time New Romans). You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and reference using the Harvard referencing system. The recommended word limit is 2000 to 2500 words, although you will not be penalised for exceeding the total word limit. Assignment Task: Brief and Guidance (scenario) You are currently working as a Marketing Manager at your organization (you may choose either your workplace or any other of your own choice). It has been more than a year since you undertook this role. Now your line manager, the marketing director at your company, wants you to lead a new marketing project on introducing a new product / service into the existing market. As part of the project, you have been asked to produce a case study report considering the following tasks below: Task one: a) Explain the current and future trends of marketing functions at your organization. (P1) b) Provide an overview of different marketing processes at your organization. (P1) c) Explain the roles and responsibilities of a marketing manager at your organization.(P1) d) Explain how marketing influences and interrelates with other functional departments of the organization. (P2) e) Analyse the value and importance of the marketing roles and responsibilities in the context of the organization. (M1) f) Analyse the significance of having effective interrelationships between different functional departments at your chosen organization. (M2) g) Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of your chosen organization. (D1) (Criteria covered P1, P2, M1, M2 and D1) Task Two: Identify a competitor of your chosen organisation. Compare how these two organisations use the various elements of the 7Ps marketing mix. a) You should explain how the marketing mix and marketing processes is used to achieve business objectives, relating to the two chosen organisations. This research will enable you to formulate marketing goals and objectives for your organisation based on the comparative findings. (P3) b) Evaluate different tactics applied by the two organisations to demonstrate how business objectives can be achieved. (M3) c) Present some strategic goals and objectives for your organisation based on a critical analysis and evaluation of different tactics applied by the two organisations to demonstrate how business objectives can be achieved. (D2-Part 1) (Criteria covered P3, M3 and D2-Part 1) Task Three: Produce a marketing plan to meet the marketing goals and objectives that have been set in task two. a) The marketing plan should include all elements of the 7Ps marketing mix, with an action plan and measures for monitoring and evaluating progress and meeting of goals and objectives. (P4) b) Produce a detailed, coherent evidence-based marketing plan for your organisation. You should evaluate each marketing mix including a detailed action plan and measures for monitoring progress and meeting goals and objectives. (M4) c) Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve the strategic goals and objectives set in task two. (D2-Part 2) (Criteria covered P4, M4 and D2-Part 2) Evidence checklist Summary of evidence required by student Evidence presented (tick) Task 1-a)P1 Current and future trends of marketing functions at the chosen organization Task 1-b) P1 An overview of different marketing processes at the chosen organization Task 1-c)P1 Explain the roles and responsibilities of a marketing manager at the chosen organization Task 1 P2 Explain how marketing influences and interrelates with other functional departments of the organization Task 2 P3 Explain how the marketing mix and marketing processes is used to achieve business objectives, relating to the two chosen organisations. Formulate marketing goals and objectives for the chosen organisation based on the comparative findings. Task 3P4 The marketing plan should include all elements of the 7Ps marketing mix, with an action plan and measures for monitoring and evaluating progress and meeting of goals and objectives Sources of information: Recommended Resources 1. BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed. Harlow: Pearson. 2. GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings). London: Palgrave Macmillan. 3. JOBBER, D. and CHADWICK, F. (2012) Principles and Practice of Marketing. 7th Ed. Maidenhead: McGraw-Hill. 4. KOTLER, P. and ARMSTRONG, G. (2013) Principles of Marketing. London: Prentice Hall. 5. MCDONALD, M. and WILSON, H. (2011) Marketing Plans: How to Prepare Them, How to Use Them. 7th Ed. Chichester: John Riley and Sons. 6. Chartered Institute of Marketing (UK) www.cim.co.uk 7. [N.B: Specific Journal Papers and short video to be supplied during lectures.] Links This unit links to the following related units: Unit 1: Business and the Business Environment Unit 22: Product and Service Development Unit 23: Integrated Marketing Communications Unit 37: Consumer Behaviour and Insight Unit 40: International Marketing