11. MPL Assignment Brief - Sept 2014 AMENDED

Nelson College LondonASSIGNMENT BRIEF

Qualification Unit number, code and title

Pearson BTEC Level 5 HND Diploma

BusinessUnit 19, Y/601/1259, Marketing Planning

Module Leader: Lecturers:

PeterChuma, Christian, Peter, Alfred, Mudassar, Waheed, Parisa,

Asim, Razuir

Distribution date Submission deadline

W/C – 22/09/2014 7th December 2014

Assignment title MARKETING PLANNING

Learning

Outcome Learning

outcome

Assessment

Criteria

In this assessment you will have the

opportunity to present evidence that

shows you are able to:

Task

no. Evidence

LO1

Be able to

compile

marketing

audits

1.1 Review changing perspectives in marketing

planning 1

1.2 Evaluate an organisation’s capability for

planning its future marketing activity1

1.3 examine techniques for organisational

auditing and for analysing external factors

that affect marketing planning

1

1.4 Carry out organisational auditing and

analysis of external factors that affect

marketing planning in a given situation

1

LO2

Understand

the main

barriers to

marketing

planning

2.1 Assess the main barriers to marketing

planning2

2.2 Examine how organisations may overcome

barriers to marketing planning

2

Nelson College London

LO3

Be able to

formulate a

marketing

plan for a

product

or service

3.1 Write a marketing plan for a product or a

service 3

3.2 Explain why marketing planning is essential

in the strategic planning process for an

organisation

3

3.3 Examine techniques for new product

development 3

3.4 Justify recommendations for pricing policy,

distribution and communication mix 3

3.5 explain how factors affecting the effective

implementation of the marketing plan have

been taken into account

3

LO4

Understand

ethical issues

in marketing

4.1Explain how ethical issues influence

marketing planning4

4.2 Analyse examples of how organisations

respond to ethical issues4

4.3 Analyse examples of consumer ethics and

the effect it has on marketing planning.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 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 Ansoff’s

marketing strategies or one of Porter’s 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

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 it’s 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

organisation’s marketing plan and also examine how the organisation may overcome those barriers

(P5-6)


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.

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 organisation’s marketing plan P 14

Evidence

checklistSummary of evidence required by student

Evidence

presented

Task 1

Essay requires the application of theory in reviewing the changing

perspectives of marketing planning with evaluation and conducting an

organisational audit

Task 2 Essay on the barriers to market planning and examining how the

barriers could be overcome by organisations

Task 3Essay on a marketing plan for a product or service and explanation of the

essence of a marketing plan


Task 4Essay on ethical issue and consumer ethics in relation an organisation

marketing plan


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 Indicative characteristic/s Contextualisation

M1 Identify and apply strategies to find

appropriate solutionsEffective judgements have been made.

An effective approach to study and research has

been applied.

To achieve M1, you will make and find appropriate solutions in

evaluating and examining the organisations capabilities for

planning it’s future marketing activities & also carry out an

organisational audit

(P 1-4)

M2 Select / design and apply appropriate

methods / techniquesAppropriate learning methods/techniques have

been applied.

To achieve M2, you will have used suitable techniques to

explore and assess the main barriers to an organisation’s

marketing plan and also examine how the organisation may

overcome those barriers

(P5-6)

M3 Present and communicate appropriate

findings

Communication is appropriate for familiar and

unfamiliar audiences and appropriate media have

been used.

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

Nelson College London(P7-11)

D1 Use critical reflection to evaluate own

work and justify valid conclusions

Conclusions have been arrived at through

synthesis of ideas and have been justified.

Realistic improvements have been proposed

against defined characteristics for success.

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)

D2 Take responsibility for managing and

organising activities

Activities have been managed.

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)

D3 Demonstrate convergent /lateral / creative

thinkingEffective 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 organisation’s

marketing plan P 14

Nelson College LondonAchievement Summary

Qualification

Pearson BTEC Level 5 HND

Diploma in Business Assessor

name

Unit Number and

title

Unit 19 Marketing Planning Student name

Criteria

Reference

To achieve the criteria the evidence must show that the

student is able to:

Achieved?

(tick)

LO 1

Be able to

compile

marketing

audit

1.1 Review the changing perspective in marketing planning

1.2 Evaluate an organisation’s capability for planning its

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

Understan

d the main

barriers to

marketing

planning

2.1 Assess the main barriers to marketing planning

2.2 Examine how organisations may overcome barriers to

marketing planning

LO 3

Be able to

formulate

a

marketing

plan for a

3.1 Write a marketing plan for a product or a service

3.2 Explain why marketing planning is essential in the

Strategic planning process for an organization

3.3 Examine techniques for new product development

11 Assignment brief- Marketing Planning

Nelson College Londonproduct or

service

3.4 Justify recommendations for pricing policy, distribution

and communication mix

3.5 Explain how factors affecting the effective

implementation of the marketing plan have been taken

into account

LO 4

Understan

d 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?

(tick)

Grade descriptor Achieved?

(tick)

M1: Identify and apply strategies to

find appropriate solutions

D1: Use critical reflection

to evaluate own work and

justify valid conclusions

M2: Select/design and apply

appropriate methods/techniques

D2: Take responsibility

for managing and

organising activities

M3: Present and communicate

appropriate findings

D3: Demonstrate

convergent/lateral

/creative thinking


Nelson College LondonAssignment Feedback

Formative Feedback: Assessor to Student

Action Plan

Summative feedback



Feedback: Student to Assessor

Assessor

Signature

Date

Student Signature Date


11. MPL Assignment Brief - Sept 2014 AMENDED

Documents

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