Unit 2: Marketing processes and planning

STUDENT NAME AND ID

NUMBER
Pearson BTEC Level 5 Higher National Diploma in
Qualification
International Business (RQF)
Academic Year 2022 - 2023
Unit Number and Name Unit 2: Marketing processes and planning
Unit Leader Saleem Mushtaq

Unit Lecturer Saleem Mushtaq

Assignment Title Marketing processes and preparing marketing and media plans

Type of Assignment Business Report / Presentation

Weighting 100%
Issue Date 14th October 2022

Formative Submission Date 08th November 2022

Summative Submission Date 30th November 2022

Re-submission Date 15th December 2022

Assessor Saleem Mushtaq

IV Dr. Elango Rengasamy

Student Declaration
This is to confirm that this submission is my own work, produced without any external help except
acceptable support from my lecturer. It has not been copied fromany other person’s work (published or
unpublished), and has not previously been submitted for assessment either at GBS or elsewhere. I
confirm that I have read and understood the ‘GBS

Academic Good Practice and Academic Misconduct: Policy and Procedure’ availableon Moodle.

I confirm I have read and understood the above Student Declaration.

Student Name (print)

Signature

Date
 Unit 2: Marketing processes and planning

Learning Outcomes
LO1: Explain the role of marketing and how it interrelates with other business units of an organisation.
Scenario
You are working as a Marketing executive in a UAE based marketing consultancy (You can choose one local
marketing consultancy). You have been asked by your management to make a detailed market analysis for
your client (choose a UAE based company) which will lead you to create a marketing and media plan for the
same client. In the report you are required to define marketing concepts, marketing environment,
interrelationship of marketing with other functions of an organisation. Initially, your management asked
you to do research on your client’s organsation and submit a report on the following content:
Task1
Part 1
Ø Explain the concept of marketing and marketing operations including current and future trends.
Ø Discuss the role of marketing, and the roles, responsibilities, and competencies required in
marketing.
Ø Discuss the marketing processes that include market research, data analysis, strategic planning and
conducting marketing campaigns.
Ø Discuss the external environmental influences that impact on marketing activity.

Ø Sector-specific legal, regulatory and compliance frameworks, including data protection regulations
in UAE.

Ø Furthermore critically analyse the external and internal environment in which the marketing
function operates and the roles of marketing in the context of the marketing environment.

Part 2
Ø Marketing as a business function.
Ø The different roles of business units and the interrelationships between these functional units and
marketing function.
Ø The principles of stakeholder management and CRM to facilitate cross-functional relationship
internally.
Ø Furthermore, analyze the significance of interrelationships between marketing and other functional
units of your selected organization.
 Unit 2: Marketing processes and planning

Learning Outcomes
LO2: Compare ways in which organizations use elements of the marketing mix to achieve overall
business objectives.
Scenario: Now your client wants to understand the application of marketing mix in different organisations
and how the planning of Marketing mix used to achieve overall business objectives. You are asked to
compare the application of marketing mix in the marketing planning process.
Task 2

Part 1

Compare the ways in which different organisations apply the marketing mix to the marketing planning
process (at least two belonging to the different industries) to achieve business objectives. One will be your
client’s organisation.

Ø Product strategy: portfolios analysis, Differences between products and services, product development
and product lifestyle.
Ø Price strategy: pricing models, Pricing context, pricing strategies and tactics.
Ø Place strategy: Channel management, supply chain management and logistics.
Ø Promotion strategy: integrated communication mix, cross-communication solutions and digital
marketing.
Ø People strategy: The different roles of ‘people’ in marketing, different skills, attitudes and behavior.
Ø Physical evidence strategy: The tangible aspects of service delivery − visual, aural and olfactory
elements.
Ø Process strategy: Systems and processes involved in delivering consistent service.
Part 2
Review and evaluate the strategies and tactical approaches to the marketing mix applied by organisations
to demonstrate how business objectives can be achieved successfully.

Ø Marketing mix tactics for building and maintaining stakeholder relationships, penetrating markets,
expanding reach to new market segments and developing new products.
Ø Adapting and integrating the marketing mix to meet organisational objectives and changes in a
competitive environment.
Ø Measuring the effectiveness of the marketing mix using metrics, e.g. market share, sales, number of new
products, repeat purchases, discount levels and margins, customer satisfaction rates, CPP, CTC
 Unit 2: Marketing processes and planning

Learning Outcomes
LO3: Produce a marketing plan for an organisation that meets marketing objectives.
Scenario You now need to develop a convincing and creative marketing plan for the new product
line for your client. It must clearly articulate a bold marketing strategy and include tactical
actions that are clearly aligned to the overall organisational objectives.
Task 3
Develop a marketing plan that includes key elements of marketing planning for an organisation to achieve
marketing objectives including the below information:
Ø How the strategic marketing plan links with the overall organizational mission,

corporate strategy and objectives.

Ø Clear and SMART marketing objectives.

Ø Marketing research to support the new product line launch.

Ø An appropriate situational analysis

Ø Development of the marketing strategies applied to the extended marketing mix.

Ø Choosing an appropriate marketing content and channel.

Ø Setting of an overall marketing budget, including allocation of planned spend.

Ø Allocation of resources and implementation.

Ø Monitoring and control measures.

Include tactical and strategic marketing plan that integrates the extended marketing mix to achieve
marketing objectives and measures the achievement of marketing objectives within key performance
metrics.

Ø The purpose and the benefit of marketing planning and implementing marketing plans.
Ø The links between marketing plans, marketing objectives and marketing strategy and alignment to
overall organisation objectives.
Ø Identifying appropriate control and monitoring measures to ensure achievement of
objectives including metrics to measure success such as Return on Marketing Investment
(ROMI) and Customer Lifetime Value (CLV).

Ø Evaluating and monitoring marketing plans using appropriate control and evaluation techniques
such as sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis.
 Unit 2: Marketing processes and planning

Learning Outcomes
LO4: Develop a media plan to support a marketing campaign for an organisation
Scenario
In the end, your client has asked you to incorporate a media plan as part of the overall marketing
campaign.
Task 4
You are required to produce 15 mintutes individual Powerpoint presentation along with the speaker notes
to address the following learning outcome:
Produce an integrated media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief. In addition,
Devise and justify an integrated multimedia plan, and select the appropriate digital, online and social
media channels for communication-based on quantitative and qualitative criteria.
A comprehensive media plan that supports the planned marketing campaign, this will include:
Ø the purpose of marketing campaigns.
Ø Consumer level targeting to establish customer value proposition, key messaging and platform
preference.
Ø a media budget.
Ø Setting timelines and action plans.
Ø Different digital platforms and offline tools for communication.
Ø Features and benefits of integrated multimedia channels
Ø recommendations and rationale for selected and integrated multi-media activities
within the set budget that meet the marketing objectives.
Ø appropriate digital, online and social media channels for communication.
Ø full justification for a multi-media plan based on quantitative and qualitative criteria e.g.
speed of reach, frequency, message life, image-building capability and emotional impact.
 Unit 2: Marketing processes and planning

Recommended Resources
Please note that the resources listed are examples for you to use as a starting point in your research –
the list is not definitive.
Weblinks
Chartered Institute of Marketing (2021). Available at: https://www.cim.co.uk Marketing
Donut blogs (2021). Available at: https://www.marketingdonut.co.uk/blog
Marketing Teacher resources and videos (2000-2021). Available at: http://www.
marketingteacher.com
MarketingWeek Report (2021). Available at: https://www.marketingweek.com
WordStream. How to Do a Webinar Your Audience Will Love. Available at: https://www.
wordstream.com/blog/ws/2014/08/26/how-to-do-a-webinar
The balance small business. The elements of a marketing mix and how to use them effectively.Available at:
https://www.thebalancesmb.com/what-is-a-marketing-mix-2295520
HubSpot. How to Develop a Successful Marketing Mix Strategy [+ Templates]. Available at:
https://blog.hubspot.com/marketing/marketing-mix
HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your Digital Presence.
Available at: https://blog.hubspot.com/marketing/digital-strategy-guide
MindTools. Understanding How to Position Your Market Offering. Available at:
https://www.mindtools.com/pages/article/newSTR_94.htm
Smart Insights. Marketing strategy vs tactics - why the difference matters. Available at:
https://www.smartinsights.com/marketing-planning/marketing-strategy/marketing-
strategy-vs-tactics-difference/
YourDictionary. Tips for Writing a Briefing Document. Available at:
https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writing-a-briefing-
document.html

HN Global
HN Global (2021) Reading Lists. Available at: https://hnglobal.highernationals.com/learning-
zone/reading-lists
HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals.
com/subjects/resource-libraries
HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks
HN Global (2021) Reading Lists. Available at: https://hnglobal.highernationals.com/learning-
zone/reading-lists
HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals.
 Unit 2: Marketing processes and planning

com/subjects/resource-libraries
HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks
HN Global (2021) Reading Lists. Available at: https://hnglobal.highernationals.com/learning-
zone/reading-lists
HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals.
com/subjects/resource-libraries
HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks

Textbooks
Groucutt, J. and Hopkins, C. (2015) Marketing (Macmillan Business Briefing).London:
Palgrave Macmillan
Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.Maidenhead:
McGraw-Hill.

Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.Maidenhead:
McGraw-Hill.
Kotler, P. and Armstrong, G. (2016) Principles of Marketing.7th Ed London: Pearson.
McDonald, M. and Wilson, H. (2016) Marketing Plans: How to Prepare Them, How to UseThem. 8th Ed.
Chichester: John Wiley and Sons.

Regulations/ Instructions Report:

• The recommended word limit for the report is 2,000–2,500 words, although you will not be
penalised for going under or exceeding the total word limit.
• Submission of coursework/assignment must be undertaken according to the tasks required and
undertaken according to relevant procedures.
• Aside from the printout copy, submitted, you also have to submit softcopy for Turnitin to check for
plagiarism. (Your instructor will discuss the procedure in class)
• Please attach required forms such as Front sheet, Declaration of authenticity, etc. (Your instructor will
discuss the procedure)
• The report form should have the following:
• Space between lines:1.5 spacing
• Font style: Calibri
• Font size: 12 font size
• Use headings, paragraphs, and subsections as appropriate.
• Across the report you are required to provide various examples to enhance thecredibility, currency and
depth of the answer. Provide Conclusion, evaluation, and recommendation.
• Use Appendices (if any).
• Work should be referenced (sources should be acknowledged fully by reference books, journals, URL)
Use the Harvard Referencing Style for intext citation and reference list.
 Unit 2: Marketing processes and planning

• Pages should be numbered in the bottom right-hand corner.

• Spell check the document and proofread for grammatical errors.
• All paragraphs should be aligned in justified mode.
• Never write in bullets but make paragraphs, also Headings or subtitles should be highlighted.

Note: The required submission format for this section of the assignment is a business report format.
Your submission will be word-processed, written work with clear indication of the unit number and
title, the relevant task being addressed, your name and registration number.

Assignment Submission format (Presentation Structure)

• Use a cover page, Title Page, contents page for the presentation.
• ✓ Provide Conclusion, evaluation, and recommendation. ✓ Use Appendices (if any).
• Use the Harvard Referencing Style for intext citation and reference list.
• ✓ Provide a reference list using the Harvard referencing system.
• ✓ presentation should be submitted as one document, including individual speaker notes and an

individual reflective statement (500 words)

• ✓ presentation should be no more than 15 slides of content

• ✓ You are required to make effective use of PowerPoint headings, bullet points and subsections

as appropriate.

• ✓ The recommended word limit for both the presentation and the strategy is 1,000-1500words,

including speaker notes, although you will not be penalized for going under exceeding the total word
limit.
 Unit 2: Marketing processes and planning

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1 Explain the role of marketing and how it interrelates with other business
units of an organisation
P1 Explain the concept of marketing M1 Analyze the role of marketing
and marketing operations including in the context of the marketing
D1 Critically analyze the
the different areas and role of environment.
external and internal
marketing. M2 Analyze the significance of
environment in which the
P2 Explain how the marketing interrelationships between
marketing function
function relates to the wider marketing and other functional
operates
organizational context. units of an organisation.
LO2 Compare ways in which organizations use elements of the
marketing mix to achieve overall business objectives
D2 Evaluate strategies and
P3 Compare the ways in M3 Review strategies and
tactical approachesto the
which different organizations tactical approaches applied by
marketing mix in achieving
apply the marketing mix to the organizations to demonstrate
overall business
marketing planning process to how business objectives can be
objectives.
achieve business objectives. achieved successfully
LO3 Develop a marketing plan for an organisation that meets marketing
D3 Produce a strategic
objectives
marketing plan for an
P4 Develop a marketing plan that M4 Produce a detailed tactical
organisation that measures
includes key elements of marketing marketing plan that integrates
achievement of marketing
planning for an organisation to the extended marketing mixto
objectives within key
achievemarketing objectives. achieve marketing objectives.
performance
metrics
LO4 Develop a media plan to support a marketing campaign for an organisation.
P5 Produce a media plan that includes M5 Devise an integrated multimedia D4 Provide a justified
recommendations and rationale for plan, selecting appropriate digital, integrated multimedia plan
selected media activities that meet offline and social media channels for based on quantitative and
budgetary requirements and objectives communication. qualitative criteria.
of a marketing campaign brief.
 Unit 2: Marketing processes and planning

Academic Integrity (Note to avoid Plagiarism)

Academic integrity is a fundamental expectation for all college/university students and while it is
acknowledged that mitigating circumstances might be raised as factorsin student behavior, cheating cannot
be disregarded. GBS definition of plagiarism, as contained in GBS Academic Good Practice and Academic
Misconduct Policy andProcedure, has been expanded to make explicit that copying from texts or web
sources and copying work from other students constitutes plagiarism.

“Plagiarism is the act of taking or copying someone else’s work, including another student’s, and
presenting it as if it were your own. Plagiarism is said to occur whenideas, texts, theories, data, created
artistic artefacts or other material are presented without acknowledgement so that the person
considering this work is given the impression that what they have before them is the student’s own
originalwork when it is not. Plagiarism also occurs where a student’s own work is re- presented without
being properly referenced. Plagiarism is a form of cheating andis a disciplinary offence.”

Plagiarism is easy to avoid by making sure you reference all of the sources of materialthat you use in the
completion of your work. Pearson has developed Guidelines on Harvard Referencing which are available
in Academic Support Area for Students on Moodle (VLE) as well as on respective unit pages.
Group coursework may be designed so that the contribution of each student is identifiable, but inclusion
of plagiarized material is still the responsibility of the wholegroup. All members of the group should exercise
vigilance to ensure that work is properly referenced; in group- work, students have a shared responsibility
for the assignment.