Williams College

Programme : Module : Teacher : HNC Business (Management) Marketing planning Manoj

Date to be Issued :

08/02/2010

Internal Verification : Yes By whom : Syed Date : 03/02/2010

Assessment Check List Task 1Pass (P1) 1. Appraise the processes and techniques used for auditing the marketing environments 2.Apply organisational and environmental auditing techniques Task 2 Pass (P2) 1. Identify the main barriers to marketing planning 2. Suggest how organisations may overcome barriers to marketing planning Task 3 Pass (P3) 1. Explain the need to be innovative in the market or service 2. Identify and assess techniques for developing products or services 3. Make recommendations for pricing, distributing and communicating a product or service 4. Specify measure to monitor and review marketing performance 5. Present a marketing plan for a product or service Task 4 Pass (P4) 1. Investigate two different organisations responses to ethics in marketing 2. Identify ethical issues in marketing 3. Describe the implications of ethical issues on the marketing mix for the organization

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Student Guidelines 1. You should write this assignment in report style. Essential parts are Title page Table of contents Introduction Main body of the report clearly identifying the separate tasks Conclusion and recommendation Reference and bibliography Appendices only if relevant and necessary 2. Introduction should include terms of reference, research methods and a short company overview. 3. Complete your report in 3000 words with a 10% level of tolerance. Show your word count at the end of the report. Word count excludes title page, table of contents, reference page, appendices and charts or graphs included in the body. 4. Report should be word processed and grammatically correct. Pages should be numbered. Use Times New Roman, font 12 and 1.5 line spacing. Show titles and use bullet points for a better structure and presentation. 5. List of references citing sources in Harvard referencing style is a must. Reference may include bibliography showing your wider study relevant to this module. 6. You will pass the assignment only if you achieve all P1, P2, and P3 criteria. 7. You must collect cover page from the reception and attach with your assignment before submission. You must fill all the required fields on cover page like Student Name, Programme, Module title, date, and Signature. 8. The assignment (hard copy and soft copy in CD) should be submitted by 28 th May 2010 at reception till 5:00 p.m.

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Aims To impart students a critical understanding of the concepts and principles of marketing and applications, introduce principles of marketing strategies and implication of changes in marketing environment. Learning Outcomes To complete this unit a student must: Compile marketing audits To know the changing perspectives in marketing planning To investigate and evaluate the organizational and environmental auditing Examine the main barriers to marketing planning To understand the organizational barriers in the marketing functions Formulate the marketing planning To demonstrate knowledge and understanding of the key concepts and principles of Marketing Planning To know the role of marketing planning in the strategic planning process To examine a range of marketing strategy options To demonstrate the ability to apply these to a practical marketing situation Examine the ethical issues in marketing To examine the ethical issues in marketing To know the ethics of marketing mix

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Task 1 In order to complete this task you need to choose one of the following organizations to analyse the marketing processes mentioned in task 1 List of private organisations: 1. Tesco 1. Vodafone 2. Somerfield 3. Virgin trains 4. Fitness First 5. Phones 4 u 6. Next 7. Iceland 8. Marks & Spencer 10. Superdrugs Marketing Audits You are required to appraise the processes and techniques used for auditing the marketing environments and apply the organisational and environmental auditing techniques to focus and evaluate the future strategic reality and competition for the organization. Analyse and evaluate the external environment of the organisation by using the PEST framework, Porters five forces model and product life cycle in a given situation of the organisation. (P1, M1, D1) Task 2 Barriers to Marketing Planning Identify the main barriers to marketing planning. Highlight the barriers caused due to strategic confusion and inability to accept change. Explain in detail how to overcome such marketing planning barriers. (P2, M2, D2)

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Task 3 Marketing Plan Explain the need to be innovative in the market or services in order to formulate a marketing plan. Identify and assess techniques for developing products or services. Explain the product or services objectives in differing markets, their modification through innovation and evaluation of product and market match or developing new products (NPD) to meet customer needs. Make recommendations for pricing, distributing and communicating a product or service. Identify the dimension of price strategy and decisions involving choices regarding list price, discounts, credit terms and payment periods and identify distribution channels of the organization including the location of outlets and methods of transportation. Specify measure to monitor and review marketing performance and present a marketing plan for a product or service (P3, M3, D3) Task 4 Ethical Issues Investigate two different organisations responses to ethics in marketing. Identify and analyze different ethical issues in marketing strategy. Describe the implications of ethical issues on the marketing mix for the organizations. (P4, M4, D4)

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Performance Criteria

Task 1Pass (P1) 1. Appraise the processes and techniques used for auditing the marketing environments 2.Apply organisational and environmental auditing techniques

Task 1Merit (M1) 1. Demonstrate in depth analysis of the processes and techniques used for auditing the marketing environments 2. Apply in detail organisational and environmental auditing techniques Task 2 Merit (M2) 1. Identify and analyse the main barriers to marketing planning 2. Suggest in a creative way how organisations may overcome barriers to marketing planning

Task 1 Distinction (D1) 1. Critically appraise and identify the processes and techniques used for auditing the marketing environment. 2. Systematically apply organisational and environmental auditing techniques

Task 2 Pass (P2) 1. Identify the main barriers to marketing planning 2. Suggest how organisations may overcome barriers to marketing planning

Task 2 Distinction (D2) 1. Show consistency in identifying and analysing the main barriers to marketing planning 2. Suggest in a creative and constructive way organisations may overcome barriers to marketing planning

Task 3 Pass (P3) 1. Explain the need to be innovative in the market or service 2. Identify and assess techniques for developing products or services 3. Make recommendations for pricing, distributing and communicating a product or service

Task 3 Merit (M3) 1. Explain creatively the need to be innovative in the market or service 2. Identify, assess and compare techniques for developing Products or services 3. Be creative to recommend for pricing, distribution and communicating a product or service 6 Williams College Marketing Planning

Task 3 Distinction (D3) 1. Explain creatively in detail the need to be innovative in the market or service 2. Critically evaluate and assess techniques for developing products or services 3. Demonstrate clear evidence of critical analysis to the recommendations for pricing, distributing and

communicating a product or service 4. Specify measure to monitor and review marketing performance 4. Specify accurate measure to monitor and review marketing performance 4. Specify creatively accurate measure to monitor and review marketing performance 5.Critically present a consistent marketing plan for a product or service

5. Present a marketing plan for a product or service

5.Present a consistent marketing plan for a product or service

Task 4 Pass (P4) 1. Investigate two different organisations responses to ethics in marketing 2. Identify ethical issues in marketing

Task 4 Merit (M4) 1. compare and analyse two different organisations responses to ethics in marketing 2. Identify the importance of ethical issues in marketing

Task 4 Distinction (D4) 1. Critically evaluate two different organisations responses to ethics in marketing 2.Describe the implications of ethical issues in the marketing for an organisation 3. Describe in detail with consistency the implications of ethical issues on the marketing mix for the organization

3. Describe the implications of ethical issues on the marketing mix for the organization

3. Describe in detail the implications of ethical issues on the marketing mix for the organization

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