Assignment : Marketing Planning Report
1.1 review changing perspectives in marketing planning
1.2 evaluate an organisation's capability for planning its future marketing activity
1.3 examine techniques for organisational auditing and for analysing external factors that affect marketing planning
1.4 carry out organisational auditing and analysis of external factors that affect marketing planning in a given situation
2.1 assess the main barriers to marketing planning
2.2 examine how organisations may overcome barriers to marketing planning
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 organisation
3.3 examine techniques for new product development
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
4.1 explain how ethical issues influence marketing planning
4.2 analyse examples of how organisations respond to ethical issues
4.3 analyse examples of consumer ethics and the effect it has on marketing planning.
NOTE: Ensure that any research textbooks or websites or any other resource materials are appropriately shown as quotations and that they are annotated and included in your bibliography. If you fail to do this you may be considered to have plagiarised the work of others and if proven, your grade could be reduced to refer. Plagiarism is a serious disciplinary offence and will not be tolerated.
Your role:
You should write a Marketing Plan for the company in professional report format (as described in class) for discussion with senior management at the next board meeting.You have been provided below with the required outline for the report which you must follow. It identifies the key areas which the board is interested in and you are required to discuss each area in a comprehensive way.The report should not contain vague ideas but should be highly detailed and practical,and capable of being adopted and actioned by the department without further work.
Guidance:
The report should be approx. 2,500 words in length and be very practical. You should provide practical points which illustrate your ability to understand and apply theory. The balance of words between the various sections is up to you - but should reflect the relative importance of each section.
Background
You should base your answers in this assignment upon a company approved by the tutor. This may be an existing company in which case you will not be required (nor gain additional credit) to either work in the company, know someone who works in the company or make any direct contact with the company.
Scenario
You are to assume the role of a member of the marketing department.
Assessment Criteria
- Submit the work by the required time and to the required location
1 Be able to compile marketing audits
1.1 review changing perspectives in marketing planning
1.2 evaluate an organisation's capability for planning its future marketing activity
1.3 examine techniques for organisational auditing and for analysing external factors that affect marketing planning
1.4 carry out organisational auditing and analysis of external factors that affect marketing planning in a given situation
2 Understand 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
3 Be able to formulate a marketing plan for a product or service
3.1 write a marketing plan for a product or a service
3.2 explain why marketing planning is essential in the strategic planning process for an organisation
3.3 examine techniques for new product development
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
4 Understand ethical issues in marketing
4.1 explain how ethical issues influence marketing planning
4.2 analyse examples of how organisations respond to ethical issues
4.3 analyse examples of consumer ethics and the effect it has on marketing planning.
Merit grade:
Merit grades are only awarded after students have met all the merit criteria described in the assessed work. Failure to meet any merit criteria will mean that an overall merit grade cannot be awarded.
To contribute towards a merit grade students must, in this assessment, satisfactorily meet the following criteria:
- Attain a pass grade on the first attempt at the assessment
- Relevant theories and techniques have been used
- Demonstrated that a range of complex situations have been identified, synthesised and processed
- Provide a range of appropriate solutions to the areas raised in all tasks
- Use an appropriate structure and presentation for the report
Distinction grade:
Distinction grades are only awarded after students have met all the merit and distinction criteria described in the assessed work. Failure to meet any merit or distinction criteria will mean that an overall distinction grade cannot be awarded.
To contribute towards a distinction grade students must satisfactorily meet the following criteria:
- Alternative solutions have been considered and the recommendations made have been justified
- Demonstrated autonomy and independence of thought
- Originality and creativity has been demonstrated in the solution to all tasks
- Demonstrated ability to solve complex problems
- Demonstrated capacity and use of innovative and creative thought