Marketing Planning - Easy Jet
Assignment Brief
Qualification
Unit number - title -level
BTEC Level 5 HND Diploma in Business
Unit 19: Marketing Planning — Level 5
Student name
Assessor name
Asma Ahmed
Dr Alex Pietrus
Susan Simei-Cunningham Date issued
Completion date
Submitted on
22nd September 2014
12th December 2014 before 12.00 midday
Assignment title easyJet’s Conquers The Market
Learning Outcome
Learning Outcome
AC
In this assessment you will have the opportunity to present evidence that shows you are able to:
Task no.
Evidence
(Page no)
LO1
Be able to compile marketing audits.
1.1
Review changing perspectives in marketing planning.
1
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.
LO2
Understand the main barriers to marketing planning.
2.1
Assess the main barriers to marketing planning.
2
2.2
Examine how organisations may overcome barriers to marketing planning.
LO3
Be able to formulate a marketing plan for a product or service.
3.1
Write a marketing plan for a product or a service.
3
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.
LO4
Understand ethical issues in marketing.
4.1
Explain how ethical issues influence marketing planning.
4
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.
In addition to the above PASS criteria, this assignment gives you the
Qualification
Unit number - title -level
BTEC Level 5 HND Diploma in Business
Unit 19: Marketing Planning — Level 5
Student name
Assessor name
Asma Ahmed
Dr Alex Pietrus
Susan Simei-Cunningham Date issued
Completion date
Submitted on
22nd September 2014
12th December 2014 before 12.00 midday
Assignment title easyJet’s Conquers The Market
Learning Outcome
Learning Outcome
AC
In this assessment you will have the opportunity to present evidence that shows you are able to:
Task no.
Evidence
(Page no)
LO1
Be able to compile marketing audits.
1.1
Review changing perspectives in marketing planning.
1
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.
LO2
Understand the main barriers to marketing planning.
2.1
Assess the main barriers to marketing planning.
2
2.2
Examine how organisations may overcome barriers to marketing planning.
LO3
Be able to formulate a marketing plan for a product or service.
3.1
Write a marketing plan for a product or a service.
3
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.
LO4
Understand ethical issues in marketing.
4.1
Explain how ethical issues influence marketing planning.
4
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.
In addition to the above PASS criteria, this assignment gives you the
References: 1) Johnson, Gerry and Scholes, Kevan. Whittington, Richard (2005) Exploring corporate strategy: text and cases (7th edition). Prentice Hall, London 2)Porter, Michael E 2) Strategic Analysis Tools. 2014. Strategic Analysis Tools. [ONLINE] Available at: http://www.slideshare.net/Timothy212/strategic-analysis-tools?next_slideshow=1. [Accessed 30 October 2014].