Unit 2: Marketing Processes and Planning: Assignment Brief

Unit 2: Marketing Processes and Planning
Assignment Brief
Student Name/ID
Number
Unit Number and Title UNIT 2: MARKETING PROCESSES AND PLANNING (LEVEL 4)
Academic Year 2021-2022
Unit Tutor Mr. Syed Taha Bin Hasan
Internal Verifier Mr. Adeel Shakeel Shaikh
Assignment Title MARKETING PLANNING AND PROCEDURES
Issue Date 28/10/2021
Submission Date 25/11/2021
Submission Format
Activity 1- Research report and Marketing Plan document

It is required that the student any select any one luxuxry brand organsiation from any industry.
The recommended word limit is 1,000–1,500 words, although you will not be penalised for going under or
exceeding the total word limit.
Activity 2 – Seminar and Media plan document

Submission is in the form of a 10-minute seminar and media plan. You are required to make
effective use of PowerPoint headings, bullet points and subsections as appropriate. Your research
should be referenced using the Harvard referencing system (or an alternative referencing system).
Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly.
The recommended word limit is 850- 1000 words for the media plan although you will not be
penalized for going under or exceeding the total word limit.
Unit Learning Outcomes
LO1 Explain the role of marketing and how it interrelates with other business units of an
organisation
LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall
business objectives
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.
Transferable skills and competencies developed

• Analytical skills to conduct own analysis to draw conclusions.
• Creative thinking for presenting information through flow charts
• Using Microsoft and Google suite tools to present the work.
• Communicating effectively in all forms, written, visual and oral, for illustrating knowledge
regarding the business environment.
Vocational scenario
Organisation
“With COVID-19, consumers are looking towards brands more than ever to ‘do the right thing’.
McKinsey & Company reports that nearly two-thirds of consumers believe that brand’ current
reactions to and actions during COVID-19 will influence their future purchase decisions related to
these brands. As reported by Innovation Visual, nearly three-fourths of consumers believed that it
was the social responsibility of brands to assist them with their everyday lives during the pandemic
and to clearly communicate with them about how these brands were contributing to consumers’ lives
through COVID-19. One-third of consumers feel that brands should provide special discounts to help
consumers fight the economic impact of the pandemic.”
Humam, M., 2021. 2021: Marketing in a post-pandemic era. LinkedIn. Available at:
https://www.linkedin.com/pulse/2021-marketing-post-pandemic-era-muhammad-humam/
[Accessed October 19, 2021].
Role
You are an Assistant researcher in the Marketing Department. Your role includes to identify how new
strategies can emerge from responses and reaction to crisis situation such the COVID-19 pandemic.
Your duties include:

• Identifying a product and what are its marketing strategies.
• Conducting research on marketing strategies and consumer opinions
• Research on the Industry trends regarding selected product.
• Identify market potential and the factors that influence product Demand
• Need to develop marketing plan for the selected product.
• Creating added value through awareness campaigns
You need to develop a report for the Marketing Manager who, in turn, is line managed by the
Marketing Director. Once the report is completed you are required develop a media plan for your
selected product and present it to your line manager.
ACTIVITY 1 - (LO1 TO LO3) – GUIDANCE

You have been asked to conduct intial reseach and abstract infornation regarding marketing
strartegies used by organisations during pandemic . Based on the insights develop a marketing
plan which holistically utlitises the intial reasearch. You are required to compare ways in which
organisations use elements of the marketing mix to achieve overall business objectives. The
managers expects you to have the awareness regarding the market strategy of selected products.
The manager has asked you to summarize your findings in a report form and the marketing plan for
the selected organisation.
ACTIVITY 2 - ( LO4) – GUIDANCE
Your manager has asked you to develop a media plan and deliver the key finding of the media
plan through a seminar.
The comprehensive media plan that supports the planned marketing campaign, this will
include:
• a media budget
• recommendations and rationale for selected and integrated multi-media activities within the
set budget that meet the marketing objectives
• appropriate digital, offline and social media channels for communication
• full justification for a multi-media plan based on quantitative and qualitative criteria.
• Awareness campaign regarding COVID-19
Evidence checklist (summary of evidence required by student)

ACTIVITY 1 ACTIVITY 2
Report (1000 - 1500 words) 10 minutes media plan Seminar
850 – 1000 Words Media plan presentation
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.
LEARNING OUTCOME AND ASSESSMENT CRITERIA

PASS MERIT DISTINCTION
LO1 EXPLAIN THE ROLE OF MARKETING AND HOW IT INTERRELATES
WITH OTHER BUSINESS UNITS OF AN ORGANISATION
D1 Critically analyse the
P1 Explain the concept of M1 Analyse the role of external and internal
marketing and marketing marketing in the context of the environment in which the
operations including the marketing environment. marketing function operates.
different areas and role of M2 Analyse the significance of
marketing. interrelationships between
P2 Explain how the marketing marketing and other functional
function relates to the wider units of an organisation.
organisational context.
LO2 COMPARE WAYS IN WHICH ORGANISATIONS USE ELEMENTS OF
THE MARKETING MIX TO ACHIEVE OVERALL BUSINESS OBJECTIVES
P3 Compare the ways in which M3 Review strategies and D2 Evaluate strategies and
different organisations apply tactical approaches applied by tactical approaches to the
the marketing mix to the organisations to demonstrate marketing mix in achieving
marketing planning process to how business objectives can be overall business objectives
achieve business objectives. achieved successfully.
LO3 PRODUCE A MARKETING PLAN FOR AN ORGANISATION THAT

MEETS MARKETING OBJECTIVES
P4 DEVELOP A MARKETING PLAN THAT

INCLUDES KEY ELEMENTS OF
MARKETING PLANNING FOR AN D3 PRODUCE A STRATEGIC
M4 PRODUCE A DETAILED TACTICAL
ORGANISATION TO ACHIEVE MARKETING PLAN FOR AN
MARKETING PLAN THAT INTEGRATES
MARKETING OBJECTIVES. THE EXTENDED MARKETING MIX TO ORGANISATION THAT MEASURES
ACHIEVE MARKETING OBJECTIVES. ACHIEVEMENT OF MARKETING
OBJECTIVES WITHIN KEY
PERFORMANCE METRICS.
LO4 DEVELOP A MEDIA PLAN TO SUPPORT A MARKETING CAMPAIGN
FOR AN ORGANISATION.
P5 PRODUCE MEDIA QUALITATIVE
CRITERIA. PLAN THAT INCLUDES M5 DEVISE AN INTEGRATED
RECOMMENDATIONS AND RATIONALE MULTIMEDIA PLAN, SELECTING
D4 PROVIDE A JUSTIFIED
FOR SELECTED MEDIA ACTIVITIES APPROPRIATE DIGITAL, OFFLINE AND
INTEGRATED MULTIMEDIA PLAN
THAT MEET BUDGETARY SOCIAL MEDIA CHANNELS FOR
REQUIREMENTS AND OBJECTIVES OF A COMMUNICATION BASED ON QUANTITATIVE.
MARKETING CAMPAIGN BRIEF.

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Unit 2: Marketing Processes and Planning

Academic Year 2021-2022

Unit Tutor Mr. Syed Taha Bin Hasan

Internal Verifier Mr. Adeel Shakeel Shaikh

Assignment Title MARKETING PLANNING AND PROCEDURES

Issue Date 28/10/2021

Submission Date 25/11/2021

Activity 1- Research report and Marketing Plan document

Activity 2 – Seminar and Media plan document

Unit Learning Outcomes

Transferable skills and competencies developed

Your duties include:

ACTIVITY 1 - (LO1 TO LO3) – GUIDANCE

ACTIVITY 2 - ( LO4) – GUIDANCE

Evidence checklist (summary of evidence required by student)

LEARNING OUTCOME AND ASSESSMENT CRITERIA

LO3 PRODUCE A MARKETING PLAN FOR AN ORGANISATION THAT

P4 DEVELOP A MARKETING PLAN THAT

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