Compile Marketing Audits/ Understand the main barriers to marketing planning LO3

Order Description
As part of the formal assessment for the HNC/D programme you are required to submit an assignment for each module. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.
After completing the module you should be able to:
LO1 – Compile Marketing Audits
LO2 – Understand the main barriers to marketing planning LO3 – Formulate a marketing plan for a product or service LO4 – Understand ethical issues in marketing
(Using an organisation you are familiar with answer the following. The organisation could be your current employer, former employer or one that you can research. You must support the content with academic underpinning.)
As Marketing Manager you are required to write a marketing plan to present to senior management for a new product. The structure of the marketing plan will be as follows:



An executive summary – this will briefly summarise the main areas of the plan and the target market. It will also explain why marketing planning is essential for strategic planning and factors that affect the effective implementation of the marketing plan and how these have been taken into account in your plan.
(Remember this is a summary so keep it fairly brief.) (AC 3.1, 3.2, 3.5) (200 words)
An introduction – this will give the purpose of the plan. It will also include a review of the organisation in terms of changing perspectives in marketing planning and an evaluation of the organisation’s current capabilities for planning its future marketing activity. (AC 1.1, 1.2) (200 words)
Task 1 – Situational analysis:
? This will include an examination of techniques for organisational auditing and for
analysing external factors that affect marketing. (AC1.3) (300 words)
? Carry out organisational auditing and analysis of the external factors that affect marketing planning within the organisation. (Use the SWOT and PESTLE for this).(AC
1.4, 3.1) (500 words)
Task 2 – Barrier to Marketing Planning
? Assess the barriers to marketing planning and examine how the organisaiton can
overcome these.
(Use McDonalds Ten ‘S’ framework to help to resolve the barriers) (AC 2.1,2.2) (600 words)
Keep this section concise and provide detail of the proposed marketing strategy. When discussing the reason for marketing planning include content on how the plan will link to corporate objectives/goals and how organisations are now more marketing orientated. Factors affecting implementation could include time and money.
The introduction sets the parameters of what will be covered within the report. When discussing market led think about how the customer influences decisions and why organisations need to respond for instance, to remain competitive, the organisation’s current market offerings and resources linking these to meeting the customer’s needs.
Do not just bullet point the SWOT and PESTLE. Give a summary of each heading and apply it to the industry. The latter is necessary to show your ability to analyse the current situation.
Include the five barriers from the learning materials, for instance, top management commitment, skills and resources. Address these with possible solutions using and applying McDonald’s Ten ‘S’ approach.

Task 3 – Marketing Planning
? Objectives – this will include the introduction of the new product. (AC 3.1) (50 words)
? Examine techniques for new product development for the product. (AC3.3) (300 words)
? Justify pricing policy, distribution and a communication mix for the new product. (AC
3.1,3.4) (700 words)
Task 4 – Ethical Issues
? Explain possible ethical issues that might influence the plan and analyse ways to address these. Consumer ethics such as false claims also needs analysing with a brief plan on how to deal with these issues. (AC 4.1, 4.2, 4.3) (500 words)
– Budgets – keep this brief (sales and costs of marketing communications). (AC 3.1) (50 words)
– Implementation – this will take the form of a chart and will include all activities including a final activity of monitoring and evaluating performance. (AC 3.1) (100 words)
Throughout the assignment writing process students should be ‘checking’ that the answers they write also fulfil the assessment criteria (specified in the assessment grid at the end of the assignment brief). By answering the questions you SHOULD achieve this but it is good practice for students to take responsibility for ensuring this too.
Formative Feedback Opportunity:
In order to assist with your learning and to give you some early feedback you are encouraged to submit a draft of your OUTLINE ANSWERS (i.e. not full answers – just a couple of sentences per section to show what you intend / plan to include in your answers) to your tutor.
If you do decide to complete an OUTLINE DRAFT then, in order to receive feedback, the document must be emailed to the module tutor two weeks before submission.
This is optional and does not contribute to the grading for the module and whether you choose to use this opportunity for early feedback or not you must still submit your answers to all assignment questions on or before 11th August 2016.
The tutor’s email address can be found on the module front page on iLearn and you will receive feedback within seven days.
When creating the table for the new product development process include two columns – 1. To identify idea generation, screening etc. (in separate rows) 2. Apply each stage to your product/service. Examine an appropriate marketing mix for the product or service. Use relevant theory, for example, skimming and penetration for pricing strategy. Remember to use the extended marketing mix if introducing a service.
Explore ethical issues and use any relevant examples that you can research within the organisation. Explain how ethics need to be considered when developing the marketing mix and how issues can be addressed. Finally, discuss consumer ethics including, false refunds and false warranty claims.
When designing your chart include columns and rows for activities, who will be responsible, timescales and how the activity will be monitored and evaluated (for instance, launch of the product/market could be evaluated by sales and customer feedback).

Student Guidelines
1. You should write this assignment in a formal report format.
2. You must ensure that the submitted assignment is all your own work and that all sources used are correctly attributed. Penalties apply to assignments which show evidence of academic unfair practice. (See the Student Handbook which is in the Induction Area). Please also refer to the ‘Guide to Unfair Practice in Assessment’ on the module page on ilearn.
3. You MUST underpin your analysis and evaluation of the key issues with appropriate and wide ranging academic research and ensure this is referenced using the Bournemouth University (BU) Harvard system. The ‘My Study Skills’ area contains the following useful resources; Study Skills Guide (containing a BU Harvard Referencing section) and a BU Harvard Referencing Interactive Tutorial. You must use the BU Harvard Referencing method in your assignment.
4. You should use diagrams and tables of figures where appropriate ensuring to reference their source using the BU Harvard Referencing method.
5. You are required to write your assignment within 3500 words in order for your research and summarising skills to be developed, and for effective time management. You are required to ensure that the assignment addresses all of the assessment tasks. In the interests of good academic practice, an assignment submitted with excessive word counts (i.e. more than 10% in excess of the limit) will be returned to you. You will be given a maximum of 48 hours to edit the work to reduce the word count to the permitted maximum. In the event that the submission is still regarded as excessively long then, in line with advice received from Pearson, we will be unable to accept it for marking and you will receive a Refer grade for Non-Submission.
The word count excludes the title page, reference list and appendices. Where assessment questions have been reprinted from the assessment brief these will also be excluded from the word count. ALL other printed words ARE included in the word count. Printed words include those contained within charts and tables.
6. Your assignment should be submitted as a single document. For more information please see the “Guide to Submitting an Assignment” document available on the module page on iLearn.

Recommended Additional Resources EBSCO eBooks
Hart, S. J., Baker, M. J. (2008) The Marketing Book Sixth Edition Oxford, Elsevier
McDonald, M. Wilson, H. (2011) Marketing Plans: How to Prepare Them, How to Use Them, Seventh
Edition Oxford, Butterworth Heinemann
My ilearn Library
Hollensen, S. (2010) Marketing Management: A Relationship Approach 2nd Edition London, Prentice Hall
Wood, M. (2013) Essential Guide to Marketing Planning. 3rd edition. Pearson. UK
Journals and newspapers
The Financial Times and other daily newspapers which contain a business section and market reports
Harvard Business Review
Journal of Marketing
Journal of Marketing Management
Journal of Services Marketing
Marketing Business
Websites
www.bized.ac.uk www.businesslink.gov.uk www.businessplans.org www.cim.co.uk
www.ft.com www.knowthis.com www.marketing.haynet.com www.thetimes100.co.uk

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