Unit 2 - MKT Planning and Processes-Assignment 2 Brief

Assignment Brief (RQF)
Higher National Certificate/Diploma in Business

Student Name/ID
Number:
Unit Number and Title: Unit 2: Marketing Processes and Planning
Academic Year: 2021-2022
Unit Assessor:
Assignment Title: Marketing Strategy and Application
Issue Date:
Submission Date:
Internal Verifier Name:
Date:
Submission Format:
This is a group project. Each group has no more than 6 members.
Đây là bài assignment nhóm. Mỗi nhóm không qúa 6 thành viên
This should be written in a course, formal business style using 1.5 lines spacing and font
size 12. You are required to make use of headings, paragraphs and subsections as
appropriate.
Part A: A briefing paper of the situational analysis research to support the marketing
plan goals and objectives. Your research should be referenced using the Harvard
referencing system.
Phần A: Một bài phân tích tình huống để giải thích cho mục tiêu marketing.
Please also provide a bibliography using the Harvard referencing system. The
recommended word limit is 1,000–1,500 words, although you will not be penalised for
exceeding the total word limit.
Prepared by: Higher Education Qualifications (HEQ) Approved by: HEQ, QDAM (HE)
Version 2.0 – September 2020
DCL 1 – Public (Unclassified)
1
Part B: A completed marketing plan.
Phần B: Một bản kế hoạch Marketing hoàn chỉnh.
The recommended word limit is 2,000–2,500 words, although you will not be penalised
for exceeding the total word limit.
You are also required to pitch your group marketing plan. Each member will be assessed
individually during this presentation.
Unit Learning Outcomes:
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.
Assignment Brief and Guidance:

Scenario and activity:
With reference to assignment one, you have been appointed as the new marketing
executive for organisation X. The first objective you and your team have been set is to
research the competition and produce a marketing plan based on your findings, to drive
forward the marketing objectives for the organisation. This assignment has two parts:
Liên hệ với bài assignment 1, bạn được chỉ định làm vị trí Marketing executive tại công ty
X. Mục tiêu của bạn và nhóm bạn đã đặt là phân tích và nghiên cứu cạnh tranh, đồng thời
xây dựng kế hoạch marketing để đạt được mục tiêu Marketing của doanh nghiệp. Bài
assignment gồm có 2 phần sau:
Part A: Compare how two different organisations within the same competitive market
apply the various elements of the 7Ps marketing mix. This will be submitted as a briefing
paper for the marketing team. The briefing paper will evaluate how the marketing mix is
applied to achieve business objectives, relating to the two organisations: X organisation
and one of its main competitor. This research will inform your situational analysis and
enable you to formulate marketing goals and objectives for your organisation based on
the comparative findings.
Phần A: So sánh hai doanh nghiệp khác nhau trong cùng một thị trường cạnh tranh. Ứng
2
dụng mô hình 7Ps trong hỗn hợp marketing để phân tích và so sánh. Bản báo cáo phân
tích sẽ đánh hỗn hợp marketing được ứng dụng để đạt mục tiêu kinh doanh, liên quan
tới 2 Doanh nghiệp vừa chọn (X là doanh nghiệp của bạn và một doanh nghiệp đối thủ).
Bài nghiên cứu là bản phân tích tình huống và giúp bạn hình thành mục tiêu marketing
cho Doanh nghiệp của bạn.
Part B: Produce a marketing plan to meet marketing goals and objectives. The marketing
plan should include the following:
Phần B: Xây dựng một kế hoạch marketing để đạt mục tiêu marketing. Bao gồm những
phần sau:
 Executive Summary
Tóm tắt nội dung chính trong Kế hoạch Marketing của nhóm
 Situation Analysis
Phân tích tình huống

This section should include
- A market description that defines the market and major segments and then
reviews customer needs and factors in the marketing environment that may
affect customer purchasing. You and your team should conduct a market
research to gain insights about customers
- Bản phân tích thị trường: chọn thị trường, phân khúc chính và review lại nhu
cầu của khách hàng và những yếu tố trong môi trường marketing ảnh hưởng
tới việc mua của khách hàng. Nhìn chung, nhóm nên thực hiện bản nghiên cứu
thị trường để có được sự thật về Khách hàng.
- A review of competition that identifies major competitors and assesses their
market positions.
- Bản review về mức độ cạnh tranh trong thị trường, tìm ra các đối thủ chính và
đánh giá vị trí của đối thủ trong thị trường (bao gồm thị phần, sản phẩm…)
 Objectives
The objectives should be specific, measurable, feasibile, and time-bound.
Mục tiêu đặt ra cần cụ thể, đo lường, khả thi và đo lường bằng thời gian. (SMART)
 Marketing Strategy
This part should include: Target Segment; Positioning and Differentiation Strategy;
and Marketing Mix 7Ps strategy.
Chiến lược marketing bao gồm: Phân khúc chính, Định vị thương hiệu và chiến
3
lược khác biệt hoá và chiến lược marketing mix 7Ps

 Action Program
Create a table to spell out how marketing strategies will be turned into specific
action programs that answer the following questions: What will be done? When
will it be done? Who will do it? How much will it cost?
Chương trình hành động: xây dựng bảng chỉ ra chiến lược được triển khai cụ thể
như thế nào thông qua việc trả lời các câu hỏi sau: Thực hiện những hoạt động
nào? Khi nào được thực hiện? Ai chịu trách nhiệm và chi phí?
 Controls and Monitoring
Outlines the controls that will be used to monitor progress
Kiểm soát: quy trình giám sát và kiểm soát các hoạt động trong kế hoạch
Marketing.
Đề xuất bổ sung cho tiêu chí LO4:

Cụ thể: P5, M5, D4
P5: Produce a media plan that includes recommendations and rationale for selected
media activities that meet budgetary requirements and objectives of a marketing
campaign brief.
In addition to the marketing plan, students must produce a media plan.
A media plan should include following components:
1. Media goals and objectives

2. Target audience
3. Frequency and reach
4. Media channels
5. Controls and monitoring.
M5: Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication.
D4 Provide a justified integrated multimedia plan based on quantitative and qualitative

criteria.
4
Learning Outcomes and Assessment Criteria:

Learning Outcome Pass Merit Distinction
LO2 Compare ways P3 Compare the M3 Review strategies D2 Evaluate
in which ways in which and tactical strategies and
organisations use different approaches applied tactical approaches
elements of the organisations apply by organisations to to the marketing mix
marketing mix to the marketing mix to demonstrate how in achieving overall
achieve overall the marketing business objectives business objectives.
business objectives planning process to can be achieved
achieve business successfully.
objectives.
LO3 Produce a P4 Develop a M4 Produce a D3 Produce a

marketing plan for marketing plan that detailed tactical strategic marketing
an organisation that includes key marketing plan that plan for an
meets marketing elements of integrates the organisation that
objectives marketing planning extended marketing measures
for an organisation mix to achieve achievement of
to achieve marketing marketing objectives. marketing objectives
objectives. within key
performance
metrics.
LO4 Develop a P5 Produce a media M5 Devise an D4 Provide a justified

media plan to plan that includes integrated integrated
support a marketing recommendations multimedia plan, multimedia plan
5
campaign for an and rationale for selecting appropriate based on

organisation. selected media digital, offline and quantitative and
activities that meet social media qualitative criteria.
budgetary channels for
requirements and communication.
objectives of a
marketing campaign
brief.
6

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Assignment Brief (RQF)

Assignment Brief (RQF)

Higher National Certificate/Diploma in Business

Unit Number and Title: Unit 2: Marketing Processes and Planning

Academic Year: 2021-2022

Assignment Title: Marketing Strategy and Application

Internal Verifier Name:

Part B: A completed marketing plan.

Phần B: Một bản kế hoạch Marketing hoàn chỉnh.

Unit Learning Outcomes:

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

Assignment Brief and Guidance:

Phân tích tình huống

lược khác biệt hoá và chiến lược marketing mix 7Ps

Đề xuất bổ sung cho tiêu chí LO4:

In addition to the marketing plan, students must produce a media plan.

A media plan should include following components:

1. Media goals and objectives

D4 Provide a justified integrated multimedia plan based on quantitative and qualitative

Learning Outcomes and Assessment Criteria:

LO3 Produce a P4 Develop a M4 Produce a D3 Produce a

LO4 Develop a P5 Produce a media M5 Devise an D4 Provide a justified

campaign for an and rationale for selecting appropriate based on

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