| Higher Nationals Assignment Brief | |
| Qualification Title | Pearson BTec Level 5 Higher National Diploma in Business |
| Unit Number and Title | Unit 2: Marketing Processes and Planning |
| Assignment Title | Marketing and Launch of New Products |
| Submission format | The submission is in the form of a report. This should be written in a structured format, making use of heading and sub-headings and using business language. A bibliography should be provided using the Harvard referencing system (or an alternative system). Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit is 1,000–1,500 words, although you will not be penalised for exceeding the total word limit. |
| LO1 | Explain the role of marketing and how it interrelates with other business units of an organisation |
| LO2 | 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 |
| Vocationa Scenario | In your role as a Trainee Marketing Analyst one of your key roles is to gather information on competitors in order to conduct analysis on their sales, prices and methods of distribution and marketing to thoroughly learn about the competition. In conducting benchmarking analysis, Coca Cola can identify where changes are to be made to improve performance. Coca Cola is keen to explore new and distinctive market segments, where there is potential for rapid growth, and as part of this you are planning the launch of a new line with far more superior quality. The marketing challenge is to reach out to existing and new customer segments, avoid product cannibalization and ensure that existing and similar product lines are not consequentially perceived as of lesser ‘quality’. |
| Assignment activity and guidance | |
| You have been asked to prepare a report explaining and analysing the following areas: | |
| i) | Explain the concept the marketing, their roles and responsibilities, and competencies required to succeed. |
| ii) | Analyse the role of marketing in relevant operations e.g. Branding, Relationship Marketing, Partnership marketing in different regions in the 21st century. |
| iii) | Explain and analyse the significance of interrelationships between marketing and other functional units to facilitate effective cross-functional relationships. |
| iv) | Critically examine the internal and external factors in which the marketing function operates. |
In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria for a pass grade describe the level of achievement required to pass this unit.
| Assessment and grading criteria | |||||
| To achieve a pass grade the evidence must show that the learner able to: | To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is able to: | To achieve a distinction grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to: | |||
| P1 | Explain the concept of marketing and marketing operations including the different areas and role of marketing. | M1 | Analyse the role of marketing in the context of the marketing environment. | D1 | Critically analyse the external and internal environment in which the marketing function operates. |
| P2 | describe Explain how the marketing function relates to the wider organisational context. businesses [CT] | M2 | Analyse the significance of interrelationships between marketing and other functional units of an organisation. | D2 | Evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives. |
| P3 | P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives. | M3 | Review strategies and tactical approaches applied by organisations to demonstrate how business objectives can be achieved successfully. | D3 | Produce a strategic marketing plan for an organisation that measures achievement of marketing objectives within key performance metrics. |
| P4 | P4 Develop a marketing plan that includes key elements of marketing planning for an organisation to achieve marketing objectives. | M4 | Produce a detailed tactical marketing plan that integrates the extended marketing mix to achieve marketing objectives. | ||
| 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. | 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. |
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