Small Business Enterprise

Marketing Planning

Marketing Planning

Programme:                           BTEC Higher National Diploma in Business (Marketing)

Unit Title and Number:           Marketing Planning (Unit 19)

QFC Level and Credit value: 5;  15 credits

Module Tutor:                         John Oakshott

Email:                                     johnoakshott@mrcollege.ac.uk

Date Set:                                8/5/2014

Learner’s name and statement of authenticity

Learner’s Name: ______________________________  Learner’s ID: ______  Date Handed-in: __/__/____

I certify that the work submitted for this assignment is my own. Where the work of others has been used to support my work then credit has been acknowledged.

Signature: ___________________                        Date:  ___/___/_____

The above authenticity statement will be a tick box requirement when uploading onto Moodle.

LEARNER’S BRIEF

Programme:                           BTEC Higher National Diploma in Business (Marketing)

Unit Title and Number:           Marketing Planning (Unit 19)

QFC Level and Credit value: 5;  15 credits

Module Tutor:                         John Oakshott

Email:                                    johnoakshott@mrcollege.ac.uk

Date Set:                               8/5/2014

Key Dates

Distribution Date                                        : 8/5/2014……………….

LO1 Submission Date                              : 6/6/2014.……(for formative feedback)

LO2 Submission Date                              : 12/6/2014.……(for formative feedback)

LO3 Submission Date                              : 3/7/2014 …….(for formative feedback)

Task 7 Class Presentation                        : 3/7/2014…………

Final Submission Date (Full Assignment): 18.7.2014……………….

Introduction

The purpose of this assignment is: Understanding and skills to develop marketing plans that meet marketing objectives, and meet the needs of the target market. 

GRADING DETAILS

Students need to achieve all the assessment criteria for a ‘Pass’

All Assessment Criteria = Pass

All Assessment Criteria + All Merit descriptors = Merit

All Assessment Criteria + All Merit descriptors + All Distinction descriptors = Distinction

Merit descriptors

M1: Identify and apply strategies to find appropriate solutions.

M2: Select/design and apply appropriate methods/techniques.

M3: Present and communicate appropriate findings.

Distinction descriptors 

D1: Use critical reflection to evaluate own work and justify valid conclusions.

D2: Take responsibility for managing and organising activities.

D3: Demonstrate convergent/lateral/creative thinking.

Any assessment criteria that do not meet the minimum requirement for pass must be re-submitted.

ASSESSMENT TASKS

Learners are encouraged to be familiar with the assessment criteria and contextualised grade descriptors before completing these tasks. 

  1. Review the changing perspectives in marketing planning. L.O. 1.1
  1. Evaluate an organization’s capability for planning its future marketing activity. L.O. 1.2
  1. Examine the techniques for organisational auditing and for analysing external factors that affect marketing planning. L.O. 1.3
  2. Carry out organisational auditing and analysis of external factors that affect marketing planning in a given organisation. L.O. 1.4
  3. Assess the main barriers to marketing planning. L.O. 2.1
  4. Examine how organisations may overcome barriers to marketing planning. L.O. 2.2
  5. Write a marketing plan for a product or a service of your choice, by delivering your answer as a PowerPoint Presentation in class. L.O. 3.1
  6. Explain why marketing planning is essential in the strategic planning process for an organisation. L.O. 3.2
  7. Examine techniques for new product development. L.O. 3.3
  8. Using a well known company of your choice, justify recommendations for their pricing policy, distribution and communication mix. L.O. 3.4
  9. Explain how factors affecting the effective implementation of the marketing plan have been taken into account. L.O. 3.5
  10. Explain how ethical issues influence marketing planning. L.O. 4.1
  11. Analyse examples of how organisations respond to ethical issues. L.O. 4.2
  12. Analyse examples of consumer ethics and the effect it has on marketing planning. L.O.4.3
Extension and Late Submission

If an extension is necessary for a valid reason, requests can me made using a course work extension request form available from the college. Please note that the lecturers do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension.

The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.

Plagiarism and Collusion

Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this context the definition and scope of plagiarism are presented below:

‘Plagiarism occurs when a student misrepresents, as his/her own work, the work, written or otherwise, of any other person (including another student) or of any institution. Examples of forms of plagiarism include[1]:

  • the verbatim (word for word) copying of another’s work without appropriate and correctly presented acknowledgement;
  • the close paraphrasing of another’s work by simply changing a few words or altering the order of presentation, without appropriate and correctly presented acknowledgement;
  • unacknowledged quotation of phrases from another’s work;
  • The deliberate and detailed presentation of another’s concept as one’s own.’

All types of work submitted by students are covered by this definition, including, written work, diagrams, designs, engineering drawings and pictures.

‘Collusion occurs when, unless with official approval (e.g. in the case of group projects), two or more students consciously collaborate in the preparation and production of work which is ultimately submitted by each in an identical, or substantially similar, form and/or is represented by each to be the product of his or her individual efforts. Collusion also occurs where there is unauthorised co-operation between a student and another person in the preparation and production of work which is presented as the student’s own. (ibid)’

Turnitin plagiarism count of no more than 15%

Support Material

Unit 19: Marketing Planning (Y/601/1259) 

Textbooks

Dibb S et al – Marketing: Concepts and Strategies, 4th Edition (Houghton Mifflin,

2000) ISBN: 9780395962442

Fifield P – Marketing Strategy, 3rd Edition (Butterworth-Heinemann, 2007)

ISBN: 9780750656757

Hatton A – The Definitive Guide to Marketing Planning (Financial Times/Prentice

Hall, 2000) ISBN: 9780273649328

McDonald M and Wilson H – Marketing Plans: How to Prepare Them, How to Use

Them, 5th Edition (John Wiley and Sons, 2011) ISBN: 9780470669976

Journals

The Marketer (Journal of the Chartered Institute of Marketing)

Marketing Week (Centaur Communications Ltd)

Newspapers and magazines

All newspapers and magazines will provide some source material for this unit,

but a more formal and critical perspective will be found in the business sections

of the quality newspapers, which often report on marketing plans and the ethical

issues that affect organisations.

Television and radio

Like newspapers, the reporting of general marketing strategy and plans is often

covered in news broadcasts and news magazine programmes. Ethical issues

that affect organisations and their plans are often included in consumer oriented

programmes such as ‘Watchdog’ on the BBC.

Websites

www.bbc.co.uk/watchdog Website for the BBC consumer programme, which often includes an examination businesses affected by of ethical issues that affect consumers.

www.cim.co.uk The Chartered Institute of Marketing (CIM) – a professional marketing body based in UK.

www.marketingmagazine.co.uk Website for Marketing magazine, for the latest stories across the industry including the major media, branding, direct marketing and retail sectors.

www.marketingweek.co.uk Website for Marketing Week magazine, for marketing jobs, marketing news, opinion and information.

ASSESSMENT DECISION

Programme:                        BTEC Higher National Diploma (HND) in Business

Unit Title and Number:          Marketing Planning (Unit 19)

Module Tutor:

Learner’s Name :____________________                                      Learner ID:___________________ 

Assessment CriteriaMetEvidence 

Feedback

1.1review changing perspectives in marketing planning
1.2evaluate an organisation’s capability for planning its

future marketing activity

1.3examine techniques for organisational auditing and for

analysing external factors that affect marketing planning

1.4carry out organisational auditing and analysis of external factors that affect marketing planning in a given

situation

2.1assess the main barriers to marketing planning
2.2examine how organisations may overcome barriers to

marketing planning

3.1write a marketing plan for a product or a service
3.2explain why marketing planning is essential in the

strategic planning process for an organisation

3.3examine techniques for new product development
3.4justify recommendations for pricing policy, distribution

and communication mix

3.5explain how factors affecting the effective implementation of the marketing plan have been taken into account
4.1explain how ethical issues influence marketing planning
4.2analyse examples of how organisations respond to

ethical issues

4.3analyse examples of consumer ethics and the effect it has on marketing planning.

 

Grading Criteria (Merit -M; Distinction -D)MetEvidenceFeedback
 

M1

 

Identify and apply strategies to find appropriate solutions
M2

 

Select/design and apply appropriate methods/techniques
M3

 

Present and communicate appropriate findings
D1

 

Use critical reflection to evaluate own work and justify valid conclusions 
D2

 

Take responsibility for managing and organising activities
D3

 

Demonstrate convergent/lateral/creative thinking

 

Assessor’s General Comments:

Assessor’s Signature:……………………………………………………  Date: ……………………………………

Print Name:

Learner’s Comments:

Signature:                                                                                                                           Date:

Print Name:

 Written feedback on this coursework will normally be given to students three weeks after the submission of the assignment.

Maddox Smith

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