NATIONAL ECONOMICS UNIVERSITY

INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS

BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)

ASSIGNMENT BRIEF

Unit Code, Number and A/618/5033 - Unit 2: Marketing Processes and Planning
Title
Semester and Academic
Semester 1 / Academic year 2021 - 2022
Year
Unit Assessor(s) ran Hong Nhung/ Hoang Tuan Dung
Component Number and
MPP A2.1: The Marketing Plan
Title
Issue Date Wednesday, 27 April 2022

Submission Date 10:00 am, Wednesday, May 25th, 2022 (soft-copy only via Moodle)

Student name TRAN HOANG GIANG

Pearson
NEU Student ID 10210534 ID

I certify that the evidence submitted for this assignment is my own. I

Learner declaration have clearly referenced any sources used in the work. I understand
that false declaration is a form of malpractice.

Student name / Signature GIANG Date: 29/5/2022

Submission format

● This is an individual assignment.

● The submission format is in the form of an E-report. Please refer the “Turnitin Submission
Rules” that was posted on Moodle.
● The file on Turnitin must be in Word format and include the first page of this cover sheet. The
first page of the cover sheet should be in the picture format in order to ensure the accepted
similarity of Turnitin.
● The similarity allowed is up to 25% after excluding references.
● Name of the file includes Student ID_Unit name_Assessment no. (E.g. “1010001_BBE_A1.1”)
● Ensure that authenticity declaration has been signed electronically.
● Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Referral Grade is given when Plagiarism is

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 identified in your work. There are no exceptions.

● Your evidence/findings must be cited using Harvard Referencing Style. Please refer to
Reference guiding posted on Moodle. The Reference page is compulsory to upload on Turnitin.

● This assignment should be written in a concise, formal business style using Arial 11 or Times
New Roman 13 font size and 1.5 spacing.

● The word limit is 3,500 words (+/- 10%).

● You MUST complete and submit softcopy of your work on the due dates stated on Assignment
brief. All late work is not allowed to submit. This rule is not waived under any circumstances.

● Read ALL Instructions on this Page and review the Pass, Merit and Distinction criteria carefully.
To pass the assignment, you must achieve ALL the Pass Criteria outlined in the marking sheet.
To achieve a Merit, you must achieve ALL the Merit criteria (and therefore the Pass criteria). To
achieve a Distinction, you must achieve ALL the Distinction criteria (and therefore the Pass and
Merit criteria).

Unit Learning Outcomes

LO3 Produce a marketing plan for an organisation that meets marketing objectives

LO4 Develop a media plan to support a marketing campaign for an organisation.

Vocational Scenario
You are a Junior Marketing Analyst working in the Marketing Department for a supermarket or a
convenience store chain in Vietnam. Choose ONE from the following list of instant noodle brands
including Acecook Viet Nam, Miliket, Uniben, Masan, Samyang, Indomie, Micoem, Paldo.

Assignment activity and guidance

You are preparing to write a report to a the Marketing Director. The report encompasses two sections: a
marketing plan and a media plan. You have been working hard on preparing the roll out for the new
noodle product. The new product will be seen as a healthier option as the noodle is baked instead of
fried. The new noodle product will still be consistent with brand value and positioning, yet providing a
solution to customers who want to reduce calories and fat intake.
You now need to develop a compelling and creative marketing plan for the new product line. It must
clearly articulate a bold marketing strategy and include tactical actions that are clearly aligned to the
overall organizational objectives. Your marketing plan also needs to incorporate a media plan as part of
the overall marketing campaign.
Task 1: Marketing plan
As your company wants to sell a new product line to both your existing market and a new market, your
marketing plan should have the objective of pushing the sales of the service. For this part, you should be
able to provide the following information:
1. Executive Summary Briefly summarize the history of establishment and development, its vision
and mission, its business and achievements.
2. Current Marketing Situation Analysis: Describe the marketing situation you need to solve.
3. Threats and opportunities: Come up with the SWOT OR PESTLE analysis for your chosen

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 company. (already in PDF samyang)
4. Marketing objectives: Write at least 2 CLEAR marketing objectives for your self-developed
marketing plan in the SMART approach.
5. Marketing Strategy (Segmentation, Targeting and Positioning): For Segmentation, explain
and analyse how you segment the market for your company (based on which criteria); For
Targeting, explain and analyse the Targeting strategy you choose (Differentiated,
Undifferentiated or Focus); For Positioning, it is recommended that you come up with a
positioning map for this new product when compared with competitors. (already in PDF
samyang)
6. Action programs: In this part, propose specific tactics or actions in the marketing mix (based on
the 7Ps) so that you reach the objectives. (PDF of Omachi)
7. Controls (Evaluating and Monitoring marketing plans): Explain and analyse how you would
control and monitor measures to ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) or any other tools/methods. (7 in
Omachi PDF)
8. Make sure the strategic marketing plan links with the overall organizational mission, corporate
strategy and objectives. (II in Omachi PDF)
Task 2: Media plan
A comprehensive media plan that supports the planned marketing campaign will:
- Propose a media budget (Omachi PDF)
- Understand different digital platforms and offline tools for communication (online digital in 6 a
omachi pdf)
- Recommend selected and integrated multi-media activities within the set budget that meet the
marketing objectives and explain rationales for those activities
- Set timelines and action plans
- Set quantitative and qualitative criteria.

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO3: Produce a marketing plan for an organisation that meets marketing objectives

P4 Develop a marketing plan M4 Produce a detailed tactical D3 Produce a strategic marketing

that includes key elements of marketing plan that integrates plan for an organisation that
marketing planning for an the extended marketing mix to measures achievement of
organisation to achieve achieve marketing objectives. marketing objectives within key

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marketing objectives. performance metrics.

LO4: Develop a media plan to support a marketing campaign for an organisation.

P5 Produce a media plan that

M5 Devise an integrated
includes recommendations and
multimedia plan, selecting D4 Provide a justified integrated
rationale for selected media multimedia plan based on
appropriate digital, offline and
activities that meet budgetary quantitative and qualitative criteria.
social media channels for
requirements and objectives of
communication.
a marketing campaign brief.

* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed by the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.