Unit 2: Marketing Processes and

Planning

Authorised Assignment Brief 1

Student Name/ ID
Number

Unit Number and Unit 2: Marketing Processes and Planning

Title

Academic Year

Unit Tutor

Assignment Title The Marketing Concept Webinar

Issue Date

Submission Date

Submission Format

The submission is to be in the form of a 15-minute webinar delivered and recorded using
supporting software, for example Zoom, Microsoft Teams. The assignment is to be
submitted as a recording in MP3 (or another suitable format) together with an
accompanying transcript submitted as a word document using 1.5 spacing and
appropriately titled and labelled.
Alternatively, the submission can be completed as a face to face seminar/presentation that
can be recorded using video.

Unit Learning Outcomes

LO1 Explain the role of marketing and how it interrelates with other business units of an
organisation.

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Transferable skills and competencies developed

● Articulating and effectively explaining information.

● Communication and listening, including the ability to produce clear, structured business
communications in a variety of media.
● Conceptual and critical thinking, analysis, synthesis and evaluation.

Vocational scenario

Organisation:
With a history dating back 30 years, a supermarket* that opened its first store in the
Netherlands with only 15 employees and around 600 products, has grown considerably
since then. It has expanded rapidly into a supermarket chain that now has a total of 4,200
supermarket stores across Europe. Since 2000, the business has developed an impressive
presence in the UK and is one of the main ‘value’ food supermarkets in the UK, with a
branch network stretching to 800 stores. The UK holding company reported revenues
totalling £4 billion and it has an objective of increasing to 1,100 UK stores by 2025, on
revenues of
£6.5 billion. The business has a zero-waste policy and two-thirds of its products are UK
sourced. Its business model centres on offering high-quality continental style products,
combined with a no-frills ‘pass-the-savings’-onto-the-customer’ approach that includes,
among other things, allowing customers to pick products in-store directly from their original
delivery cartons.
Role
You are a Junior Marketing Analyst working in the Marketing Department. Your role
encompasses new product development, from initial research through to test trials in
selected stores prior to full roll out. Your duties include:
● gathering information on competitors in order to conduct analysis on their sales, prices
and methods of distribution and marketing to thoroughly learn about the competition
● conducting research on marketing strategies and consumer opinions
● tracking and forecasting trends in sales and marketing, producing reports on the results
for management to inform their decision making
● collecting and analysing data on customer preferences, demographics, buying habits
and needs, to better identify market potential and the factors that influence product
demand.
You report into a Regional Marketing Manager who, in turn, is line managed by the
Marketing Director.
*Select an appropriate supermarket that meets local needs.

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Assignment activity and guidance

You have been approached by a national radio station, which has invited you to be part of a
webinar panel aimed at introducing its younger audience to marketing as an exciting career
pathway. As part of the webinar, you have been given a 15-minute slot and have been asked
to discuss and analyse the following areas:
● the concept and role of marketing in the 21st century
● roles and responsibilities in marketing, and the competencies required to succeed
● how the marketing function works and interacts with other departments in the
supermarket and how it supports the wider organisational context in terms of vision,
mission and purpose.
Providing critical reflection on, and insight into, the internal and external factors that
influence your role.
The radio station has asked you to pre-record the webinar presentation using a suitable and
appropriate format (for example MP3) and provide a full transcript.
Your task is to record the webinar and submit the accompanying transcript of the webinar.

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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.

Weblinks:
Chartered Institute of Marketing (2021). Available at: https://www.cim.co.uk
Marketing Donut blogs (2021). Available at: https://www.marketingdonut.co.uk/blog
Marketing Teacher resources and videos (2000–2021). Available at: http://www.
marketingteacher.com
MarketingWeek Report (2021). Available at: https://www.marketingweek.com
WordStream. How to Do a Webinar Your Audience Will Love. Available at: https://www.
wordstream.com/blog/ws/2014/08/26/how-to-do-a-webinar

HN Global
HN Global (2021) Reading Lists. Available at:
https://hnglobal.highernationals.com/learning- zone/reading-lists
HN Global (2021) Student Resource Library. Available at:
https://hnglobal.highernationals. com/subjects/resource-libraries

HN Global (2021) Textbooks. Available at:

https://hnglobal.highernationals.com/textbooks
Textbooks:
Groucutt, J. and Hopkins, C. (2015) Marketing (Macmillan Business Briefing). London:
Palgrave Macmillan
Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.

4
Authorised Assignment Brief 2
Student Name/ ID
Number

Unit Number and Unit 2: Marketing Processes and Planning

Title

Academic Year

Unit Tutor

Assignment Title Process Benchmarking

Issue Date

Submission Date

Submission Format

The assignment is to be submitted as a briefing paper that can be presented in a format of

your choice. The briefing paper must be clear and concise, stating what the problem/issue
is, and include a summary of analysis and recommendations.
All your work must be supported with research and referenced correctly using the Harvard
referencing system (or an alternative referencing system). You also need to provide a
bibliography 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 for the briefing paper is 1,000–1,500 words, although you will
not be penalised for going under or exceeding the total word limit

Unit Learning Outcomes

LO2 Compare ways in which organisations use elements of the marketing mix to achieve
overall business objectives.

Transferable skills and competencies developed

● Use appropriate business systems and software effectively to deliver marketing

outcomes efficiently, for example to analyse data, produce reports, deliver copy.
● Produce a wide range of creative and effective communications, showing ability to write
and proofread clear and innovative copy and project briefs, and give confident
presentations.

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● Assimilate and analyse data and information from a range of sources to support
marketing activities.
● Ability to analyse and evaluate a range of business data.
● Commercial acumen based on an awareness of the key drivers for business success.

Vocational scenario

In your role as Junior 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, the organisation can identify where changes are to be made to improve
performance.
The supermarket company 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
‘luxurious’ line of food products. The marketing challenge is to reach out to existing and new
customer segments, avoid product cannibalisation 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 carry out a benchmarking analysis that will help inform and create a
compelling proposition for the new food line in the minds of customers. You and your
manager have been discussing this and have decided that there would be value gained by
critically evaluating marketing mix strategies across different non-food businesses that offer
branded ‘luxury’ products and product lines. This will provide creative insight into how you
develop and launch your product. Your manager has referred to this as ‘process
benchmarking’.
On completion of the benchmarking analysis, you are required to prepare your findings as a
briefing paper for the senior management team. The briefing paper:
● identifies and compares the extended marketing mix for two selected ‘luxury’ non- food
products/product lines
● evaluates the marketing strategies and tactical approaches adopted by each business (or
business unit) and how they contribute to the success of the organisations in meeting
their overall business objectives
● provides conclusions and a set of justified recommendations on what the company can
learn and deploy as it plans out its marketing strategy for the new ‘Luxurious’ product
line.

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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.

Weblinks
The balance small business. The elements of a marketing mix and how to use them effectively.
Available at: https://www.thebalancesmb.com/what-is-a-marketing-mix-2295520
HubSpot. How to Develop a Successful Marketing Mix Strategy [+ Templates]. Available at:
https://blog.hubspot.com/marketing/marketing-mix
HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your Digital Presence.
Available at: https://blog.hubspot.com/marketing/digital-strategy-guide
MindTools. Understanding How to Position Your Market Offering. Available at:
https://www.mindtools.com/pages/article/newSTR_94.htm
Smart Insights. Marketing strategy vs tactics – why the difference matters. Available at:
https://www.smartinsights.com/marketing-planning/marketing-strategy/marketing-
strategy-vs-tactics-difference/

YourDictionary. Tips for Writing a Briefing Document. Available at:

https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writing-a-briefing-
document.html

HN Global
HN Global (2021) Reading Lists. Available at: https://hnglobal.highernationals.com/learning-
zone/reading-lists
HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals.
com/subjects/resource-libraries

HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks

Textbooks
Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.
Kotler, P. and Armstrong, G. (2016) Principles of Marketing. 7th Ed London: Pearson.

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Authorised Assignment Brief 3

Student Name/ ID
Number

Unit Number and Unit 2: Marketing Processes and Planning

Title

Academic Year

Unit Tutor

Assignment Title Marketing Planning

Issue Date

Submission Date

Submission Format

Students will submit a marketing plan that addresses the set brief. 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.
A detailed media plan needs to be fully integrated into the overall marketing plan.

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.

Transferable skills and competencies developed

● How to plan and deliver tactical campaigns against SMART (Specific, Measurable,
Achievable, Realistic, Time-bound) objectives.
● How to evaluate the effectiveness of marketing campaigns by choosing the appropriate
digital and offline data sources.
● A creative and analytical mind, with a willingness to think of new ways of doing things.
● Research skills for evidence-based decision making.

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Vocational scenario

In your role as a Junior Marketing Analyst at the supermarket chain, you have been working
hard on preparing the roll out for the new ‘Luxurious’ range of own-brand food products.
This product line will be positioned in a distinctive and inviting way that
combines luxury, superior taste and value. Equally, the product line must sit comfortably
with other regular and similar food products.
You now need to develop a compelling and creative marketing plan for the new product line.
It must clearly articulate a bold marketing strategy and include tactical actions that are
clearly aligned to the overall organisational objectives. Your marketing plan also needs to
incorporate a media plan as part of the overall marketing campaign.

Assignment activity and guidance

In producing the marketing plan, you will need to address the following areas.
● How the strategic marketing plan links with the overall organisational mission, corporate
strategy and objectives.
● Clear and SMART marketing objectives.
● Marketing research to support the new product line launch.
● A situational analysis, including:
○ marketing audit, making use of appropriate analytical tools including SWOT, Pestle
and 5C analysis
○ a competitor analysis including the market segments and
○ sub-segments covered
○ articulation of the new product value-proposition in the eyes of the customer.
● Development of the marketing strategies applied to the extended marketing mix.
● Setting of an overall marketing budget, including allocation of planned spend.
● Tactical actions.
● Identifying appropriate control and monitoring measures to ensure achievement of
objectives including metrics to measure success such as Return on Marketing
Investment (ROMI) and Customer Lifetime Value (CLV).
A 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.

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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.

Weblinks
Marketing Week. Planning for marketing planning: 14 steps to an effective presentation.
Available at: https://www.marketingweek.com/mark-ritson-marketing-planning-14-steps/
Strategic Marketing Plan Template & Examples. Available at:
https://www.teamgantt.com/marketing-templates/strategic-marketing-plan-template
Get2Growth. Marketing plan example. Available at: https://get2growth.com/marketing-plan-
example/
Marketing Evolution. What is Media Planning? Available at:
https://www.marketingevolution.com/marketing-essentials/media-planning

HubSpot. Media planning: The Ultimate Guide. Available at:

https://blog.hubspot.com/marketing/media-planning

HN Global
HN Global (2021) Reading Lists. Available at: https://hnglobal.highernationals.com/learning-
zone/reading-lists
HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals.
com/subjects/resource-libraries

HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks

Textbooks
McDonald, M. and Wilson, H. (2016) Marketing Plans: How to Prepare Them, How to Use Them.
8th Ed. Chichester: John Wiley and Sons.

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Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1 Explain the role of marketing and how it interrelates
with other business units of an organisation
P1 Explain the concept of M1 Analyse the role of
marketing and marketing marketing in the context of D1 Critically analyse the
operations including the the marketing environment. external and internal
different areas and role environment in which the
M2 Analyse the significance marketing function operates.
of marketing.
of interrelationships between
P2 Explain how the marketing and other
marketing function functional units of an
relates to the wider 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 M3 Review strategies and D2 Evaluate strategies and
which different tactical approaches applied tactical approaches to the
organisations apply the by organisations to marketing mix in achieving
marketing mix to the demonstrate how business overall business
marketing planning objectives can be achieved objectives.
process to achieve successfully.
business objectives.

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Pass Merit Distinction
LO3 Produce a marketing plan for an organisation that
meets marketing objectives
P4 Develop a marketing M4 Produce a detailed D3 Produce a strategic
plan that includes key tactical marketing plan that marketing plan for an
elements of marketing integrates the extended organisation that measures
planning for an marketing mix to achieve achievement of marketing
organisation to achieve marketing objectives. objectives within key
performance metrics.
marketing objectives.

LO4 Develop a media plan to support a marketing

campaign for an organisation
P5 Produce a media plan M5 Devise an integrated D4 Provide a justified
that includes multimedia plan, selecting integrated multimedia
recommendations and appropriate digital, offline plan based on
rationale for selected and social media channels for quantitative and
media activities that communication. qualitative criteria.
meet budgetary
requirements and
objectives of a marketing
campaign brief.

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