Assignment Brief: Marketing Planning

Assessment Brief

Unit and Assessment Details

Course Title: HND Business

Unit Name: Marketing Planning
Assessor: Miss Maria N. Shahid
Internal Verifier: Mr. Amir Saeed

Assessment Title: Marketing Planning: Organization’s Consideration In

Relation To Its Competitors
Assessment Method: Report
Assessing in: Individually
Number of Words: 2000 words (Total 15 Pages Maximum)
Outcomes Covered: 2(outcome 1and 2)

Issue Date: November13, 2009

Due Date: December 14, 2008

College No. Learner Name Learner Signature

Learner’s Declaration: I confirm that the work submitted for this assignment is my own.
Date

Outcomes Covered

Outcome Description
1 Carry out marketing audits
3 Examine ethical issues in marketing

NOTE: Attach this page as first page of your report.

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Assignment Brief: Marketing Planning

Purpose and Aim

Planning is an important aspect of any organization. Marketing is one of the most important
business activities that must be planned. It is, therefore, important for the students to have a
thorough understanding of key issues a company may face while planning for existing and new
products. The intent is to aid students in learning how marketing planning can help in avoiding
mistakes enabling managers in identifying the hidden opportunities. The aim of the assignment is
to brush up students’ report writing and presentation skills.

Scenario
Chose any organization/product type from the following:
• Telecommunication Industry
• Automobile Industry
• Food Industry
• Banking Industry
• Sports goods, electronics, any FMCG

Tasks
You are required to do following tasks:

Outcome1:
 Describe the techniques that can be used for marketing audits.
 Identify the tools you are planning to use for the study.
 Apply the organizational techniques to analyze the environment of the chosen
organization.
 Choose an organization offering goods and/or services and apply auditing techniques to
study its current position.
 Carefully examine the organization’s environment and give suggestions for bring
improvement in its marketing activities.
 P1: Discuss the importance of carrying out Marketing Planning Audit periodically.
Explain with examples.
Outcome 3:
 Explain if it is important for organization to be ethical in running their business. Explain
with examples.
 Discuss how a business might be affected by a single mistake.
 Identify and evaluate the implication of ethical issues on the marketing mix of the chosen
product of the same organization.
 You can interview people, prepare and distribute questionnaires/etc. List of interview
questions and/or questionnaires should be attached as a proof. Information should be
presented in charts along with discussion.

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Assignment Brief: Marketing Planning

Grading Statement (For Report)

Outcome 1: Carry out
marketing audits
Outcome 3: Examine
ethical issues in
marketing
1.2: Apply P2: Discuss different techniques that are used for
organizational & marketing audit.
environmental
techniques in a given P1: Discuss the importance of carrying out
situation Marketing Planning Audit periodically.
Explain with examples.
M2: Apply techniques to study an
organization’s internal and external environment.
D2: Recommendations upon study. Justify with
valid conclusion.
3.1: Investigate two P8: Explain the importance of running business
different organizations, ethically.
responses to ethics in
marketing.
3.2: Identify ethical P9: Explain the ethical issues in marketing.
issues in marketing.
M1: Identify the importance and implications of
ethical issues on the marketing mix for the
chosen organization, keeping in mind the
importance of running business ethically.
D1: Investigate the organization plus one of its
competitors’ responses to ethics in marketing,
and give recommendations.

Resources Required:
• Marketing Planning lectures slides
• Marketing Planning Guide (Robert E. Stevens, David L. Loudon, Bruce Wrenn, William
E. Warren)
• Marketing Management 5th Edition (Joseph P. Guiltinan, Gordon W. Paul)
• Marketing Management 5th Edition (Philip Kotler)
• Marketing Management (Dr. M.M. Varma, R.K. Agarwal)
• World Wide Web

Common Skills Covered

Common Skills Criteria Evidence

Communication • Receive and The format of the report,
respond to a visually aids used, quality of
variety of expression and use of technical
information terms, Presentation of the report

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Assignment Brief: Marketing Planning

• Present to the class.

information in a
variety of visual
forms
• Communicate in
writing
• Participate in
oral and non-
verbal
communication
Applying Technology • Use a range of The report in Microsoft Office
technological (Word, Excel, and PowerPoint)
equipment and usage will be considered
systems
Applying Design and • Apply a range of The report will be observed to
Creativity skills and see the design and creativity
techniques to aspect of a student
develop a
variety of ideas
in the creation
of new/modified
products,
services or
situations
• Use a range of
thought
processes

General Instructions

• The copy of this assignment brief should be attached with the assignment as annexure
• Books and online resources can be used of the college library and Central Computer Lab
• Proper referencing should be given in the Harvard Style.
• Visits need to be made to the organizations, meeting the respective manager, the college
will provide you with the reference letter for the project and the manager is welcome to
contact the administration at the college.
• The college has strict penalty for plagiarism and the assignment will be cancelled if the
assignment is observed for this.

Internal Verifier Assessor

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