Btec Business Level 3 Unit 1

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: [e-mail]
Date Set: 8/5/2014

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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: [e-mail]
Date Set: 8/5/2014

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……………….

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.

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.

1. Review the changing perspectives in marketing planning. L.O. 1.1

2. Evaluate an organization’s capability for planning its future marketing activity. L.O. 1.2

3. Examine the techniques for organisational auditing and for analysing external factors that affect marketing planning. L.O. 1.3
4. Carry out organisational auditing and analysis of external factors that affect marketing planning in a given organisation. L.O. 1.4
5. Assess the main barriers to marketing planning. L.O. 2.1
6. Examine how organisations may overcome barriers to marketing planning. L.O. 2.2
7. 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
8. Explain why marketing planning is essential in the strategic planning process for an organisation. L.O. 3.2
9. Examine techniques for new product development. L.O. 3.3
10. Using a well known company of your choice, justify recommendations for their pricing policy, distribution and communication mix. L.O. 3.4
11. Explain how factors affecting the effective implementation of the marketing plan have been taken into account. L.O. 3.5
12. Explain how ethical issues influence marketing planning. L.O. 4.1
13. Analyse examples of how organisations respond to ethical issues. L.O. 4.2
14. Analyse examples of consumer ethics and the effect it has on marketing planning. L.O.4.3

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.

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 include1: 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%

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.

Programme: BTEC Higher National Diploma (HND) in Business
Unit Title and Number: Marketing Planning (Unit 19)
Module Tutor:

Learner’s Name :____________________ Learner ID:___________________

Assessment Criteria
Met
Evidence

Feedback
1.1
review changing perspectives in marketing planning

1.2 evaluate an organisation’s capability for planning its future marketing activity

1.3 examine techniques for organisational auditing and for analysing external factors that affect marketing planning

1.4 carry out organisational auditing and analysis of external factors that affect marketing planning in a given situation 2.1 assess the main barriers to marketing planning

2.2 examine how organisations may overcome barriers to marketing planning

3.1 write a marketing plan for a product or a service

3.2 explain why marketing planning is essential in the strategic planning process for an organisation

3.3 examine techniques for new product development

3.4 justify recommendations for pricing policy, distribution and communication mix

3.5 explain how factors affecting the effective implementation of the marketing plan have been taken into account

4.1 explain how ethical issues influence marketing planning

4.2 analyse examples of how organisations respond to ethical issues

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

Grading Criteria (Merit -M; Distinction -D)
Met
Evidence
Feedback

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

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