Marketing and Communications Assignment 1 Word Limit: 2000 words (Plus or minus 10%) Learning outcomes assessed: 1. Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix. 2. Explain the relationship between the marketing environment, its impact upon organisational decision making and consumer behaviour. 3. Discuss the factors that determine competitive advantage within organisations 4. Explain key theories, concepts and models underpinning business communication to create effective communications. 5. Examine and discuss organisational issues and challenges that impact on the effectiveness of business communication through the use of pre-defined criteria to assist in improving communication within the organisation. 6. Demonstrate an application of concepts and techniques related to business communication processes used within the workplace. Marketing and Communications Coursework Brief Word Limit: 2000 words (Plus or minus 10%) Learning outcomes assessed: 1. Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix. 2. Explain the relationship between the marketing environment, its impact upon organisational decision making and consumer behaviour. 3. Discuss the factors that determine competitive advantage within organisations 4. Explain key theories, concepts and models underpinning business communication to create effective communications. 5. Examine and discuss organisational issues and challenges that impact on the effectiveness of business communication through the use of pre-defined criteria to assist in improving communication within the organisation. 6. Demonstrate an application of concepts and techniques related to business communication processes used within the workplace. Assignment Questions Part 1 Individual - Marketing Plan (2000 words) Case: Real Marketing 3.1 - Chipotle’s Environmental Sustainability Mission: Food with Integrity (Kotler and Armstrong, 2016, Principles of marketing sixteenth edition…p.109-10 – accessible via dawsonera too) The case above gives a brief overview of the company and provides a summary of the situation analysis relevant to the development and growth of Chipotle. Students are required to develop a marketing plan for Chipotle with a new objective and strategy that will support the organisations vision/mission. The marketing plan should follow the following structure: 1. Executive Summary 2. Company Overview (very brief taken from the case and inclusive of new findings) 3. Current Marketing Situation Analysis (SWOT accompanied by summary) 4. Objectives (one new objective) 5. Strategy & Segmentation, Targeting and Positioning (STP) 6. Tactics & Action 7. Budget 8. Control 9. Conclusion / Recommendation 10. References 11. Appendix (Meets LO1, 2, & 3) End of Assignment Brief Knowledge and understanding of the subject 45% • Clearly understands the assignment question and application to chosen case • Knowledge and understanding of the steps required in a marketing plan demonstrated (executive summary, company overview, situation analysis, objectives, marketing strategy, STP, tactic & action, budget, control, conclusion, references, appendix). • Identified key theories and /or concepts such as PESTLE, Ansoff Matrix, SWOT, STP, 7P’s, etc (refer to guide of plan) __/45 Cognitive and intellectual skills 30% • Analysis and synthesis – e.g. discussion of internal and external environment leading SWOT analysis • Logic argument - e.g. with evidence articulate how a specific • objective, strategy and tactic has been reached • Select relevant evidence to support recommendation and / or conclusion __/30 Graduate Skills 25% • Has a number of reliable sources (e.g. Organisation reports, • Academic journals, academic text) • Has researched beyond the key reading appropriate for .