Nelson College London

ASSIGNMENT BRIEF

Qualification

Unit number, code and title

Pearson BTEC Level 5 HND Diploma

Business
Module Leader:

Unit 19, Y/601/1259, Marketing Planning

Lecturers:
Chuma, Christian, Peter, Alfred, Mudassar, Waheed, Parisa,

Peter
Distribution date

Asim, Razuir
Submission deadline

W/C 22/09/2014

7th December 2014

Assignment title

MARKETING PLANNING

Learning

Assessment

In this assessment you will have the

Outcome Learning
Be able to
outcome

Criteria
1.1

opportunity to present evidence that shows no.

Review
you
are changing
able to: perspectives in marketing
1
planning
Evaluate an organisations capability for
1
planning its future marketing activity
examine techniques for organisational auditing

compile
marketing
audits

1.2
1.3

LO1

and for analysing external factors that affect

1.4

main
barriers to
LO2

2.2

planning in a given situation

Assess the main barriers to marketing
planning
Examine how organisations may overcome

Be able to
formulate a

barriers to marketing planning

marketing

planning

LO3

marketing planning
Carry out organisational auditing and analysis
of external factors that affect marketing

Understand the 2.1

Task

3.1

Write a marketing plan for a product or a

service

Evidence

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marketing plan 3.2

Explain why marketing planning is essential in

for a product

the strategic planning process for an

or service
3.3

organisation
Examine techniques for new product

3.4

development
Justify recommendations for pricing policy,

3.5

distribution and communication mix

explain how factors affecting the effective
implementation of the marketing plan have

3
3

been taken into account

Understand

4.1

ethical issues in
LO4

Explain how ethical issues influence

marketing planning

marketing
4.2

Analyse examples of how organisations

4.3

respond to ethical issues

Analyse examples of consumer ethics and the
effect it has on marketing planning.

4
4

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Student signature:

Date:

Introduction
Marketing is essential if any business is to exploit market opportunities, maximise their performance
and outperform its rivals. Therefore the starting point for any good marketing plan is for a business
to consider its broader organisational vision/mission and their corporate aims and objectives. The
corporate aims and objectives refer to what the business wishes to achieve in the future. They are

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statement of purpose which outlines the aspiration of the business example international expansion
or to grow domestic market share. Any marketing plan must support these broader and overarching
objectives, otherwise the business run the risk of being distracted from what is originally set out to
achieve or performing poorly. The corporate aims and objectives cannot be achieved without an
analysis of the business environment. This is where so many businesses often get it so wrong,
analysing the environment or to use another expression environmental scanning(Johnson and
Scholes) simply refer to the process of exploring the external environment(the market) and
attempting to further understanding your specific strengths and weaknesses. This is essential if a
business is to truly grasp the competitive pressures of the environment in which they operate. A
good environmental analysis will take account of both internal and external factors armed with a
thorough understanding of the marketplace and their specific strengths and weaknesses a business is
now much better placed to adopt a relevant strategy in order to be successful. Marketing strategies
usually involve adopting one or more of Ansoffs marketing strategies or one of Porters generic
strategies. At this stage businesses will outline their SMART marketing objectives example growing
a domestic market share in the country of origin by 10% by 2015. Such forecast will allow the
business to monitor their progress and judge the effectiveness of their marketing plan when
implemented

Adopted Case study

Scenario
Nelson Consortium started a cloth retail business (Nelson Professional clothing) ten years ago,
operating in London high competitive environment. In the last few years, the company faced a
shocking drop in turnover as a result of the 2008/09 global recession. The management of the
company considers exiting the market as they struggled to meet their operational activities, or
alternatively to downsize and sell off some assets and remain in business.
Gantts Hill Research and Consultancy Group, a marketing consulting firm was contracted to devise
am marketing audit and formulate a marketing plan to see how the business will remain and out
compete other players to gain high rent. Gantts Hill Research and consultancy Group first
conducted internal audit of Nelson Professional Clothing Plc and provided a report to the
management of the company concerning marketing ethics and to review the changing perspective
of marketing plan, scanning the internal and external business environment and more important
formulate appropriate marketing planning tool

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Task 1 (L.O. 1: 1.1, 1.2, 1.3, 1.4
As the head of marketing and research employed by GRCG your has been assigned to compile a
marketing audit for Nelson professional clothing or any organisation of your choice write an essay
on the following:
P 1 Review changing perspective in marketing planning(1.1)
P 2 Evaluate an organisation capability for planning its future marketing activity using the above
Case study or an organisation of your choice (1.2)
P 3 Examine the techniques for an organisational auditing and for analysing external factors
that will affect the marketing planning using above case study or an organisation
of your choice(1.3)
P 4 Carry out organisational auditing and analysis of external factors that affect the marketing
Planning in a given situation using the scenario above or an organisation of your choice (1.4)
To achieve M1, you will make and find appropriate solutions in evaluating and examining the
organisations capabilities for planning its future marketing activities & also carry out an
organisational audit
(P 1-4)

Task 2 (LO2: 2.1, 2.2

The main reason for conducting drawing and conducting a marketing plan is to enable an
organization identify and create a competitive advantage
P 5 Assess the main barriers to marketing planning for Nelson Professional Clothing(2.1)
P 6 As a member of Gantts Hill Research and Consulting group examine how an organization
like Nelson Professional Clothing PLC or an organization of your choice may overcome
barrier to marketing planning(2.2)
To achieve M2, you will have used suitable techniques to explore and assess the main barriers to an
organisations marketing plan and also examine how the organisation may overcome those barriers
(P5-6)

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Task3 (LO3: 3.1,3.2,3.3,3.4,3.5
A marketing plan can be defined as a written statement outlining the marketing aims of an
organisation, which will include a statement of the product or services, target for sales, market
shares and profit, promotional and advertising strategies, distribution channels and pricing policies
etc. Therefore to successfully carry out a marketing plan organisations will have to go through a
series of steps
P 7. As a marketing consultant advising Nelson Professional Clothing Plc write a marketing plan
for a product or services(3.1)
P 8. Explain why marketing planning is essential in the strategic planning process for an
organisation like Nelson Professional Clothing Plc or an organisation of your choice (3.2)
P 9. Examine the techniques for new product development(3.3)
P10.Justify recommendation for pricing policy, distribution and communication mix(3.4)
P 11.Explain how factors affecting the effective implementation of the marketing plan been
taken into account (3.5)
To achieve M3, the findings and the research conducted should be well presented and
communicated in suitable business formats and will use business terminology accurately in
explaining why is it essential for marketing plan in relation to the strategic planning process of an
organisation. Also with justification of pricing policies and the factors that affect the implementation
of an organisation marketing plan
(P7-11)
TASK 4 (LO4: 4.1,4.2,4.3
As it is widely and the adoption of some regulations, most organisations faced and are under
intense pressure to respond to many ethical issues ranging from climate change waste management
ecological sustainability and biodiversity, outsourcing and fair trade, recycling and carbon emission,
employee rights and welfare and social issues.

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P12. Explain how ethical issues influence marketing planning(4.1)
P13. Analyse examples of how organisations organisation of your choice will respond to ethical
issues using the Scenario above or any organisation of your choice 4.2)
P14.Analyse examples of consumer ethics and the effect it has on marketing planning (4.3)

To achieve D1, you will have applied critical reflection and draw conclusions in explaining the
influence of ethical issues in organisation marketing plan, with analysis of how organisation respond
to ethical issues ( P12-P13)
To achieve D2 you will have demonstrated an effective approach to independent research and study
and will have met the deadline to submit the tasks and achieve the unit assessment criteria. (P1-P14)
To achieve D3, you will have to creatively justified and analysed the consumer ethics and the effect
it has on an organisations marketing plan P 14

Evidence
checklist

Summary of evidence required by student

Essay requires the application of theory in reviewing the changing

Task 1

perspectives of marketing planning with evaluation and conducting an

organisational audit

Task 2

Task 3
Task 4

Essay on the barriers to market planning and examining how the

barriers could be overcome by organisations
Essay on a marketing plan for a product or service and explanation of the
essence of a marketing plan
Essay on ethical issue and consumer ethics in relation an organisation
marketing plan

Evidence
presented

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In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and
DISTINCTION grades
Grade Descriptor
M1 Identify and apply strategies to find
appropriate solutions

Indicative characteristic/s
Effective judgements have been made.
An effective approach to study and research has
been applied.

M2 Select / design and apply appropriate

methods / techniques

Appropriate learning methods/techniques have

been applied.

Contextualisation
To achieve M1, you will make and find appropriate solutions in
evaluating and examining the organisations capabilities for
planning its future marketing activities & also carry out an
organisational audit
(P 1-4)
To achieve M2, you will have used suitable techniques to
explore and assess the main barriers to an organisations
marketing plan and also examine how the organisation may
overcome those barriers

M3 Present and communicate appropriate

(P5-6)
To achieve M3 the findings and the research conducted should

findings

be well presented and communicated in suitable business

Communication is appropriate for familiar and
unfamiliar audiences and appropriate media have
been used.

formats and will use business terminology accurately in

explaining why is it essential for marketing plan in relation to
the strategic planning process of an organisation. Also with
justification of pricing policies and the factors that affect the
implementation of an organisation marketing plan

D1 Use critical reflection to evaluate own work Conclusions have been arrived at through

(P7-11)
To achieve D1 you will have applied critical reflection and draw

and justify valid conclusions

conclusions in explaining the influence of ethical issues in

synthesis of ideas and have been justified.

organisation marketing plan, with analysis of how organisation

Realistic improvements have been proposed

respond to ethical issues ( P12-P13)

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against defined characteristics for success.
D2 Take responsibility for managing and

To achieve D2 you will have demonstrated an effective approach

organising activities

to independent research and study and will have met the

Activities have been managed.

deadline to submit the tasks and achieve the unit assessment

criteria. (P1-P14)

D3 Demonstrate convergent /lateral / creative

thinking

Effective thinking has taken place in unfamiliar

context

To achieve D3, you will have to creatively justified and analysed

the consumer ethics and the effect it has on an organisations
marketing plan P 14

Nelson College London

Achievement Summary
Pearson BTEC Level 5 HND
Qualification

Diploma in Business

Assessor
name

Unit Number and

Unit 19 Marketing Planning

Student name

title

Criteria

To achieve the criteria the evidence must show that the

Achieved?

Reference
LO 1
Be able to

student is able to:

(tick)

compile

1.2 Evaluate an organisations capability for planning its

marketing
audit

1.1 Review the changing perspective in marketing planning

future marketing activity
1.3 Examine techniques for organizational auditing and for
analyzing external factors that affect marketing planning
1.4 Carry out organizational auditing and analysis of external
factors that affect marketing planning in a given situation

LO 2
Understand
the main
barriers to
marketing

2.1 Assess the main barriers to marketing planning

2.2 Examine how organisations may overcome barriers to
marketing planning

planning
LO 3
Be able to

3.1 Write a marketing plan for a product or a service

formulate a

3.2 Explain why marketing planning is essential in the

marketing

Strategic planning process for an organization

plan for a

3.3 Examine techniques for new product development

product or

3.4 Justify recommendations for pricing policy, distribution

service

and communication mix

3.5 Explain how factors affecting the effective
implementation of the marketing plan have been taken

11 Assignment brief- Marketing Planning

Nelson College London

into account
LO 4
Understand
ethical
issues in
marketing

4.1 Explain how ethical issues influence marketing planning

4.2 Analyze examples how organizations respond to ethical
issues
4.3 Analyze examples of consumer ethics and the effect it
has on marketing planning

Higher Grade achievements (where applicable)

Grade descriptor

Achieved?

Grade descriptor

(tick)

(tick)

M1: Identify and apply strategies to

D1: Use critical reflection

find appropriate solutions

to evaluate own work and

justify valid conclusions
D2: Take responsibility for

M2: Select/design and apply

managing and organising

appropriate methods/techniques

activities
D3: Demonstrate

M3: Present and communicate

convergent/lateral

appropriate findings

/creative thinking

12 Assignment brief- Marketing Planning

Achieved?

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Assignment Feedback
Formative Feedback: Assessor to Student

Action Plan

Summative feedback

13 Assignment brief- Marketing Planning

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Feedback: Student to Assessor

Assessor Signature

Date

Student Signature

Date

14 Assignment brief- Marketing Planning