(MPP - S2-2223) Assignment Brief - A2

NATIONAL ECONOMICS UNIVERSITY
INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS
BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)

ASSIGNMENT BRIEF
Unit Code, Number and Title A/618/5033 - Unit 2: Marketing Processes and Planning
Semester and Academic Year Semester 1 / Academic year 2022 - 2023

Tran Hong Nhung / Hoang Phuong Dung/ Hoang Tuan Dung/
Unit Assessor(s)
Pham Thai Ha Anh
Component Number and Title MPP A2.1: The Marketing Plan
Issue Date 11/04/2023
Submission Date 29/05/2023 (soft-copy only via Moodle)
Student name Bùi Thúy Hằng
NEU Student ID 10220558 Pearson ID 10220558
I certify that the assignment submission is entirely my own work and I

Learner declaration fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.
Student name / Signature Hằng Date: 20/05/2023
Submission format
 This is an individual assignment.
 The submission format is in the form of an E-report. Please refer the “Turnitin Submission Rules”
that was posted on Moodle.
 The file on Turnitin must be in Word format and include the first page of this cover sheet. The
first page of the cover sheet should be in the picture format in order to ensure the accepted
similarity of Turnitin.
 The similarity allowed is up to 25% after excluding references.
 Name of the file includes Student ID_Unit name_Assessment no. (E.g. “1010001_BBE_A1.1”)
 Ensure that authenticity declaration has been signed electronically.
 Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Referral Grade is given when Plagiarism is
PAGE \* MERGEFORMAT 2
identified in your work. There are no exceptions.
 Your evidence/findings must be cited using Harvard Referencing Style. Please refer to
Reference guiding posted on Moodle. The Reference page is compulsory to upload on Turnitin.
 This assignment should be written in a concise, formal business style using Arial 11 or Times
New Roman 13 font size and 1.5 spacing.
 The word limit is 3,500 words (+/- 10%).
 You MUST complete and submit softcopy of your work on the due dates stated on Assignment
brief. All late work is not allowed to submit. This rule is not waived under any circumstances.
 Read ALL Instructions on this Page and review the Pass, Merit and Distinction criteria carefully.
To pass the assignment, you must achieve ALL the Pass Criteria outlined in the marking sheet. To
achieve a Merit, you must achieve ALL the Merit criteria (and therefore the Pass criteria). To
achieve a Distinction, you must achieve ALL the Distinction criteria (and therefore the Pass and
Merit criteria).
Unit Learning Outcomes

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.

Vocational Scenario
You are a Junior Marketing Analyst working in the Marketing Department for a wholly owned restaurant or
franchisees in Vietnam or any international service brand/company which has a branch in Vietnam. You
can choose any brand/company which you are interested in.
Assignment activity and guidance

You are preparing to write a report to the Marketing Director. The report encompasses two sections: a
marketing plan and a media plan. Your company is thinking about having a new vegan menu in addition to
the traditionl one targeting both current and new customers.
You now need to develop a compelling and creative marketing plan for the launch of the new menu. It must
clearly articulate a bold marketing strategy and include tactical actions that are aligned to the overall
organizational objectives. Your marketing plan also needs to incorporate a media plan as part of the overall
marketing campaign. The given budget is 3 billion VND for a 3-month campaign.
Task 1: Marketing plan
As your company wants to sell a new product line to both your existing market and a new market, your
marketing plan should have the objective of pushing the sales of the service. For this part, you should be
able to provide the following information:
1. Executive Summary Briefly summarize the history of establishment and development, its vision
and mission, its business and achievements.
2. Current Marketing Situation Analysis: Describe the marketing situation you need to solve.
3. Threats and opportunities: Come up with the SWOT OR PESTLE analysis for your chosen
company.
4. Marketing objectives: Write at least 2 CLEAR marketing objectives for your self-developed
marketing plan in the SMART approach.
5. Marketing Strategy (Segmentation, Targeting and Positioning): For Segmentation, explain and
analyse how you segment the market for your company (based on which criteria); For Targeting,
explain and analyse the Targeting strategy you choose (Differentiated, Undifferentiated or Focus);
For Positioning, it is recommended that you come up with a positioning map for this new product
when compared with competitors.
6. Action programs: In this part, propose specific tactics or actions in the marketing mix (based on
the 7Ps) so that you reach the objectives.
Task 2: Media plan
A comprehensive media plan that supports the planned marketing campaign will:
1. Set communication objectives
2. Define target audience
3. Design message
4. Select communication tools (Advertising, Public relations, etc)
5. Select media channels for each communication tool
6. Budgetting and Timeline
Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO3: Produce a marketing plan for an organisation that meets marketing objectives
P4 Develop a marketing plan that D3 Produce a strategic marketing

M4 Produce a detailed tactical
includes key elements of plan for an organisation that
marketing plan that integrates the
marketing planning for an measures achievement of marketing
extended marketing mix to
organisation to achieve marketing objectives within key performance
achieve marketing objectives.
objectives. metrics.
LO4: Develop a media plan to support a marketing campaign for an organisation.
P5 Produce a media plan that

M5 Devise an integrated
includes recommendations and D4 Provide a justified integrated
multimedia plan, selecting multimedia plan based on
rationale for selected media
appropriate digital, offline and quantitative and qualitative criteria.
activities that meet budgetary
social media channels for
requirements and objectives of a
communication.
marketing campaign brief.
* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed by the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.
Task 1:
- Chọn nhà hàng chưa có vegan menu
- Câu 2 + 3 làm chung 1 phần
+ Câu 2 là về điểm mạnh, điểm yếu rồi so sánh / Yếu tố bên trong, bên ngoài, môi
trường vĩ mô
+ Làm cả SWOT lẫn PESTEL ( Không nhất thiết phải phân tích đủ 6 yếu tố )
 Từ PESTEL comeup ra SWOT
- Marketing objectives: làm 2 objectives ( Nên viết: Increase brand awareness / Increase
sales/ trial ) in SMART approach ( Không nhất thiết phải làm bảng phân tích SMART )
OBJECTIVES TỰ MÌNH ĐƯA RA CHỨ KHÔNG PHẢI CÔNG TY ĐÃ ĐẠT ĐƯỢC
- Targeting: chọn hình thức nào ( Differentiative, un or focus )
 Viết rõ các segmentation
Position: comup with position map ( Chọn competitors và materials mới )
- 7P: Không cần vẽ process
Task 2:
- Communication objectives <- marketing objectives <- business objectives
- Target audience ( có thể bao gồm target customer ) = Target customer + people that
influence target customer
+ Audience: có thể là người không ăn chay / Audience khác nhau thì message khác nhau
- Design message: key messege ( giải thích) , tone of voice, slogan, format, execution
- Budgetting and Timeline: Chia thành giai đoạn
+ Budgetting: Tham khảo
Advertising
- TVC
- Radio
PR
- News article
- Event
Direct marketing
- Kiosk
- Mail
Total budget 3.000.000.000 VNĐ
+ Timeline: 3 tháng
Tips:
- Landing page chuyên bán đồ chay cho dân công sở + Từ khóa
- Thêm dịch vụ: gọi hàng mang về, đặt làm cỗ
- Chạy ads trên trang nào ví dụ đặt banner display ads trên gg / Mượn page nào hoặc
creative để chạy ads ( File MPP )
-

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NATIONAL ECONOMICS UNIVERSITY

INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS

BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)

Semester and Academic Year Semester 1 / Academic year 2022 - 2023

Issue Date 11/04/2023

Submission Date 29/05/2023 (soft-copy only via Moodle)

Student name Bùi Thúy Hằng

NEU Student ID 10220558 Pearson ID 10220558

I certify that the assignment submission is entirely my own work and I

Student name / Signature Hằng Date: 20/05/2023

 This is an individual assignment.

 The word limit is 3,500 words (+/- 10%).

Unit Learning Outcomes

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

Assignment activity and guidance

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

P4 Develop a marketing plan that D3 Produce a strategic marketing

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

P5 Produce a media plan that

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