London School of Science & Technology Unit 2: Marketing Essentials Assignment Guidelines Task 1 P1,P2 and M1, M2 and D1 Task 2 P3, M3 Task 3 P4, M4 and D2 Criteria Action Verb Detail required P1, P2 Explain • Define marketing • The structure and operations of marketing department including modern trends • How the external environment influences and impacts upon marketing activity in H&M. • How marketing processes and marketing mix are carried out at H&M. • The different roles of marketing department within the H&M to perform functions for B2C and B2B. M1, M2, D1 Analyse Critically analyse and evaluate • Analyse how roles and responsibilities of marketing influence and interrelates with other functional departments of H&M. • Address the values and importance of the marketing role in the context of H&M. • Emphasise the significance of having effective interrelationships between different functional P3 Compare • Compare how H&M and Zara apply the various elements of the extended marketing mix to the marketing planning process to achieve business objectives. M3 Evaluate • Evaluate the shift from the 4Ps to the 7Ps and the significance of the extended marketing mix. • Evaluate business objectives of Zara • Show how marketing planning process (Analysis, Planning, Implementation and Control) and marketing strategy applied to achieve business objectives P4 Produce and evaluate The following outline could serve as a guide for your marketing plan:  Executive  Company Overview  Current Marketing Situation Analysis Internal analysis External analysis SWOT analysis  Objectives  Strategy  Segmentation, targeting and positioning (STP)  Conclusion M4, D2 Produce Design The following outline could serve as a guide for your marketing plan:  Executive  Company Overview  Current Marketing Situation Analysis Internal analysis External analysis SWOT analysis  Objectives  Strategy  Segmentation, targeting and positioning (STP)  Marketing Mix (7Ps)  Tactics & Action  market-share analysis  Budget  Efficiency ratios  Cost-profitability analysis  Control  Conclusion You may include an appendix as appropriate.