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Pearson BTEC Level 4 Higher National Certificate in Business

Unit 2: Marketing Processes and Planning (MPP)
Centre name: CECOS College London
Centre Code: 01018

Assignment Brief Part A

Unit Number and Title Unit 2 - Marketing Processes and Planning

A/618/5033
Unit Code
Unit Type Core
Unit Level 4
Academic Year 2024
Unit Tutor Saadia Saad, Lina Ahmed, Manwek Jha,Khadija,Don Dulari,
Deepti Aggarwal, Udara Vindya, Nabeeha, Nizam, Danish
Rehman, Amina Ali, Rushdan
Centre Code 01018
Assignment Title The Role of Marketing and Process Benchmarking
(Research Report)

Issue Date 29th April 2024

Assignment Brief Internally 15th April 2024
Verified
Submission Date 15th July 2024 (Part A and Part B should be submitted
as one document on the same date on Turnitin link).
Submission Format
Research Report

Unit Introduction
Large, medium and small businesses that operate globally, internationally or locally
have at least one thing in common - they all use marketing to influence, to engage with
their products and/or services. Whether this means becoming a loyal customer buying
a product and service or donating to a charity, organisations use a range of marketing
techniques and tools to inform and influence us.

This unit is designed to introduce students to the dynamic world of the marketing sector
and the wealth of exciting career opportunities available to support their decision
making in their career choices. Students will have the opportunity to learn about the
competencies and behaviours required by employers to work in the marketing sector.
They will be introduced to the key principles of marketing, enabling them to develop a
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marketing plan and to employ elements of the marketing mix to achieve results. They
will study the underpinning theories and frameworks of marketing while relating them to
real-world examples, including products/services that they encounter in their daily lives.

The knowledge, understanding and skill sets that students will gain on successfully
completing this unit will enhance their career opportunities; whether this is setting up
their own business or employment in an organisation.

Assignment Part A
Submission format:

Research Report which covers LO1 and LO2

The assignment is to be submitted as a research report that can be presented in a
format of your choice. The research report must be clear and concise, stating what the
problem/issues, and include a summary of analysis and recommendations.
All your work must be supported with research and referenced correctly using the
Harvard referencing system (or an alternative referencing system). You also need to
provide a bibliography using the Harvard referencing system. Inaccurate use of
referencing may lead to issues of plagiarism if not applied correctly.
The recommended word limit for the research report is 3,000 words (+/ - 10%).

Unit Learning Outcomes

LO1: Explain the role of marketing and how it interrelates with other business units of
an organisation.
LO2: Compare ways in which organisations use elements of the marketing mix to
achieve overall business objectives.

Transferable skills and competencies developed

● Articulating and effectively explaining information.

● Communicating, listening, with an ability to produce clear, structured business

communications for various media.

● Thinking critically, analysing, synthesising and evaluating range of business data

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● Analysing data, producing reports and using appropriate business systems and

software effectively to deliver marketing outcomes efficiently.

● Producing a wide range of creative and effective communications, showing ability to

write and proofread clear project briefs and give confident presentations.

● Assimilating and analysing data and information from a range of sources to support

marketing activities.

Vocational scenario
You are working in a leading company in Travel and Tourism sectors which is being
affected in the post COVID scenario. The directors have planned to explore new
markets, destinations and packages to the existing and new customers, and they call it
“Tailor made holidays”. The company is also offering related services such as personal
service, handpicked hotels, holidays, tailor-made holidays, river and ocean cruises as
well as a best holiday airline. The company has targeted 1 million holiday makers in the
UK with more than 50 holiday destinations in 30 different countries. At the moment, the
travel company has 70 outlets with 850 employees and 1 company website which is
rated as one of the UK’s top digital travel hubs.
Role
You have been assigned the role of an Assistant Marketing Manager for this revamping
project, your role is to encompass new product development, test run the new
products, compare the product with other competitors through organisational
comparison. Your duties include:

● gathering information on competitors (compare two organisations) in order to

conduct analysis on their sales, prices and methods of distribution and marketing
to thoroughly learn about the competition.

● conducting a benchmarking analysis, on marketing strategies and consumer

opinions for the organisations while identifying where changes are to be made to
improve performance. After conducting the benchmarking analysis, ensure that
the research report:
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o Identifies and compares the extended marketing mix for two selected
business organisations.
o evaluates the marketing strategies and tactical approaches adopted by
each organisation (or business unit within the organisation) and how they
contribute to the success of the organisations in
meeting their overall business objectives.
o provides conclusions and a set of justified recommendations on what the
company
can learn and deploy as it plans out its marketing strategy for the new
product line.

● tracking and forecasting trends in sales and marketing, producing reports on the

results for management to inform their decision making.

● collecting and analysing data on customer preferences, demographics, buying

habits and needs, to better identify market potential and the factors that influence
product demand.

● Keeping a different product’s life cycle and advise where to re-design and offload

products from market.

● Coordinating with other departments for creating synergy.

● Creating a unique selling proposition for products and services by using 7Ps of

marketing mix.

You report to a Director Marketing who in turn reports to Managing Director.

Assignment activity and guidance

The manager has assigned you to prepare a research report to be presented to the
board. You must include in you research report an explanation and importance of
marketing function of the organisation and analyse role of marketing in achieving the
planned objectives of 1 million targets and the significance of other functional units of
the organisation in achieving this objective. Provide a critical evaluation of external and
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internal environments which have positive or negative impacts on the marketing

functions. The research report should also cover how the organisation need to change
the existing marketing mix and compare with another organisation preferably from the
same sector for a better understating. Further review and evaluate how this marketing
mix will help to achieve the set targets for the organisation.

Learning Outcomes and Assessment Criteria - Part A

Pass Merit Distinction

LO1 Explain the role of marketing and how it D1 Critically analyse the
interrelates with other business units of an external and internal
organisation environment in which the
marketing function
operates.

P1 Explain the concept of M1 Analyse the role of

marketing and marketing marketing in the context
operations including the of the marketing
different areas and role of environment.
marketing.
M2 Analyse the
P2 Explain how the significance of
marketing function interrelationships
relates to the wider between marketing and
organisational context other functional units of
an organisation.

LO2 Compare ways in which organisations use D2 Evaluate strategies

elements of the marketing mix to achieve overall and tactical approaches
business objectives to the marketing mix in
achieving overall business
objectives.

P3 Compare the ways in M3 Review strategies and

which different tactical approaches
organisations apply the applied by organisations
marketing mix to the to demonstrate how
marketing planning business objectives can
process to achieve be achieved successfully.
business objectives.
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Weblinks

Chartered Institute of Marketing (2021). Available at: https://www.cim.co.uk

Marketing Donut blogs (2021). Available at: https://www.marketingdonut.co.uk/blog
Marketing Teacher resources and videos (2000–2021).
Available at: http://www.marketingteacher.com
Marketing Week Report (2021). Available at: https://www.marketingweek.com
Word Stream. How to Do a Webinar Your Audience Will Love.
Available at: https://www.wordstream.com/blog/ws/2014/08/26/how-to-do-a-webinar
The balance small business. The elements of a marketing mix and how to use them effectively.
Available at: https://www.thebalancesmb.com/what-is-a-marketing-mix-2295520
Hub Spot. How to Develop a Successful Marketing Mix Strategy [+ Templates].
Available at: https://blog.hubspot.com/marketing/marketing-mix
Hub Spot. The Ultimate Guide to Marketing Strategies & How to Improve Your Digital
Presence.
Available at: https://blog.hubspot.com/marketing/digital-strategy-guide
Mind Tools. Understanding How to Position Your Market Offering. Available at:
https://www.mindtools.com/pages/article/newSTR_94.htm
Smart Insights. Marketing strategy vs tactics – why the difference matters.
Available at:
https://www.smartinsights.com/marketing-planning/marketingstrategy/marketingstrategy-vs-
tactics-diffrence/
Your Dictionary. Tips for Writing a Briefing Document.
Available at: https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writing-a-
briefigdocument.html

HN Global
HN Global (2021) Reading Lists. Available at:
https://hnglobal.highernationals.com/learningzone/reading-lists
HN Global (2021) Student Resource Library.
Available at: https://hnglobal.highernationals.com/subjects/resource-libraries
HN Global (2021) Textbooks.
Available at: https://hnglobal.highernationals.com/textbooks

Textbooks

Groucutt, J. and Hopkins, C. (2015) Marketing (Macmillan Business Briefing). London:

Palgrave Macmillan
Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.
Kotler, P. and Armstrong, G. (2016) Principles of Marketing.7th Ed London: Pearson
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Pearson BTEC Level 4 Higher National Certificate in Business

Unit 2: Marketing Processes and Planning (MPP)
Centre name: CECOS College London
Centre Code: 01018

Assignment Brief Part B

Unit Number and Title Unit 2 - Marketing Processes and Planning (MPP)

Academic Year 2024

Unit Tutor Saadia Saad, Lina Ahmed, Manwek Jha,Khadija,Don Dulari,
Deepti Aggarwal, Udara Vindya, Nabeeha, Nizam, Danish
Rehman, Amina Ali, Rushdan
Centre Code 01018
Assignment Title Marketing Planning
29th April 2024
Issue Date
15th April 2024
Assignment Brief Internally
Verified
Submission Date 15th July 2024 (Part A and Part B should be submitted as
one document on the same date on Turnitin link).
Submission Format
A Marketing and a Media Plan
Unit Introduction
Large, medium and small businesses that operate globally, internationally or locally have
at least one thing in common - they all use marketing to influence, to engage with their
products and/or services. Whether this means becoming a loyal customer buying a
product and service or donating to a charity, organisations use a range of marketing
techniques and tools to inform and influence us.

This unit is designed to introduce students to the dynamic world of the marketing sector
and the wealth of exciting career opportunities available to support their decision making in
their career choices. Students will have the opportunity to learn about the competencies
and behaviours required by employers to work in the marketing sector. They will be
introduced to the key principles of marketing, enabling them to develop a marketing plan
and to employ elements of the marketing mix to achieve results. They will study the
underpinning theories and frameworks of marketing while relating them to real-world
 Restric
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examples, including products/services that they encounter in their daily lives. The
knowledge, understanding and skill sets that students will gain on successfully completing
this unit will enhance their career opportunities; whether this is setting up their own
business or employment in an organisation.

Submission format
Assessed by a Marketing and a Media Plan

Part B: Marketing and a media plan which covers LO3 and LO4
You are required to produce marketing and a media plan to achieve the learning
objectives of Part B. Produce a marketing plan for an organisation related to the travel
and tourism industry. You are also required to develop a media plan that fully supports
your marketing campaign for the selected organisation. Both should be written in a
structured format, making use of heading and subheadings and using business language.
A bibliography should be provided using the Harvard referencing system (or an alternative
system). Inaccurate use of referencing may lead to issues of plagiarism if not applied
correctly. The recommended word limit is 3000 words (-/+10%).

Learning objectives
LO3: Produce a marketing plan for an organisation that meets marketing objectives.
LO4: Develop a media plan to support a marketing campaign for an organisation.

Transferrable skills and competencies developed

● Planning and delivering tactical campaigns against SMART (Specific, Measurable,

Achievable, Realistic, Time-bound) objectives.

● Evaluating the effectiveness of marketing campaigns by choosing the appropriate

digital and offline data sources.

● Creating an analytical mind, with a willingness to think of innovative ways of doing

things.

● Developing research skills for evidence-based decision making

Part B – Vocational Scenario

In your role as a Marketing Manager, your research report has been highly commended by
the board and asked you now to develop a compelling and innovative marketing plan
accompanied by a media plan that supports your marketing strategy for the new product
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line as recommended in your report. It must clearly articulate a bold marketing strategy
and include tactical actions that are clearly aligned to the overall organisational objectives.
Your marketing plan should also incorporate a media plan as part of the overall marketing
campaign.
Assignment Activity and Guidance
In producing the marketing plan, you will need to address how the marketing plan links
with the overall organisational mission, corporate strategy and objectives with SMART
marketing objectives. You also need to use your market research of Part A to support the
new proposed product. The plan should also have a situational analysis including
marketing audit, making use of appropriate analytical tools including SWOT, PESTLE and
5C analysis. Your marketing plan should also cover a competitor analysis including the
segment analysis and how would you augment the value of the new product in the eyes of
the customer.

Development of the marketing strategies applied to the extended marketing mix and
setting of an overall marketing budget, including allocation of planned spend. You also
need to identify appropriate control and monitoring measures to ensure achievement of
objectives including metrics to measure success such as Return on Marketing Investment
(ROMI) and Customer Lifetime Value (CLV).

The second part in your plan is a comprehensive media plan that supports the planned
marketing campaign and helps to achieve the overall objectives covered in the marketing
plan. This will include a media budget, recommendations and rationale for selected and
integrated multi-media activities within the set budget that meet the marketing objectives.
You also should include an appropriate digital, offline and social media channel for
communication. Please also include full justification for a multi-media plan based on
quantitative and qualitative criteria.

Learning Outcomes and Assessment Criteria - Part B

Pass Merit Distinction

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LO3 Produce a marketing plan for an organisation that D3 Produce a strategic

meets marketing objectives. marketing plan for an
organisation that
measures achievement of
marketing objectives
P4 Develop a marketing M4 Produce a detailed within key performance
plan that includes key tactical marketing plan metrics.
elements of marketing that integrates the
planning for an extended marketing mix
organisation to achieve to achieve marketing
marketing objectives. objectives.

LO4 Develop a media plan to support a marketing D4 Provide a justified

campaign for an organisation. integrated multimedia
plan based on
quantitative and
P5 Produce a media M5 Devise an integrated qualitative criteria.
plan that includes multimedia plan, selecting
recommendations and appropriate digital, offline
rationale for selected and social media channels
media activities that for communication.
meet budgetary
requirements and
objectives of a
marketing campaign
brief.

Recommended Resources
Please note that the resources listed are examples for you to use as a starting point in your
research – the list is not definitive

Weblinks
Marketing Week. Planning for marketing planning: 14 steps to an effective presentation.
Available at: https://www.marketingweek.com/mark-ritson-marketing-planning-14-steps/
Strategic Marketing Plan Template & Examples.
Available at: https://www.teamgantt.com/marketing-templates/strategic-marketing-plan-template
Get2Growth. Marketing plan example.
Available at: https://get2growth.com/marketing-plan-example/
Marketing Evolution. What is Media Planning?
Available at: https://www.marketingevolution.com/marketing-essentials/media-planning
HubSpot. Media planning: The Ultimate Guide.
Available at: https://blog.hubspot.com/marketing/media-planning
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HN Global
HN Global (2021) Reading Lists. Available at:
https://hnglobal.highernationals.com/learningzone/reading-lists
HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals.
com/subjects/resource-libraries
HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks

Textbooks
McDonald, M. and Wilson, H. (2016) Marketing Plans: How to Prepare Them, How to Use
Them. 8th Ed. Chichester: John Wiley and Sons.

Before you get started, please read the following information very carefully.

Student Guide to Writing an Assignment

This is an assignment guide to help support you while completing your BTEC
Assignments. It includes:

● Assignment writing guidance

● Referencing guidance

Assignment Format/Style
Produce a report that addresses the assessment criteria in the assignment brief
above. You are encouraged to use diagrams or tables to illustrate and reinforce your
findings, using single space and font size 12. Any references to academic theory
should be correctly cited and referenced in a bibliography at the end of the report.
(Please do not copy and paste information).

● Fully completed assignment cover page

● Title page
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● Table of contents

● Introduction

● Main body of the report clearly identifying the separate outcomes and

assessment criteria

● Conclusion and recommendations ( if relevant)

● References and bibliography

● Appendices only if relevant and necessary

Assignment Content
The assignment brief includes headings relevant to the unit outcomes, read and
follow the information listed under each heading and this will make certain that you
cover all the outcomes and assessment criteria to achieve the unit.

Assessment and Grading

Read the assessment grading criteria before attempting the assignment, as it
contains important information about how you should approach your assignment and
how grading is applied in order for you to achieve a pass, merit or distinction.

Assignment Submission
All assignments must be submitted by the agreed date, via MOODLE. Assignments
submitted late, but with a prior permission taken, will be marked as a pass only.
Assignments submitted late, without permission, will not be marked until the end of
the year, or the next time the unit is scheduled and offered.
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Please ensure that your assignment is attached to the assignment submission

receipt and that you read and sign the statement confirming authenticity. Check that
all relevant fields are completed fully before submission.

Assignment Feedback
Once the assessor has marked your assignment, you will receive written feedback,
either confirming that you have met the required standard and grade awarded, or
that you have not yet met the standard and what you need to do to make the
necessary improvements. Please note that achieved and confirmation of grades is
provisional until signed off by the Internal Verifier.

Bibliography / References
Please list down “works cited” within the framework of enumerative bibliography – a
list of references to key articles and texts. Verify each reference carefully; the
references must correspond to the citations in the text. The list of references should
start on a new page and be listed alphabetically by the name of the author(s) and
then by year, chronologically. Only the first author’s name is inverted. The name of
each author and the title of the citation should be exactly as it appears in the original
work. More Information can be found in the College MOODLE in the General
Information about the Harvard Referencing.

Recommended Reading
Learners must consult College and local national library facilities. In addition,
learners need to read the broadsheet press and weekly business magazines
regularly. You should also use relevant internet sites regularly and identify key
influences and recent and relevant research with regard to your subject area. You
should read topical case studies and read about national campaigns and
government initiatives in your area of interest. Following is the list of indicative
resource materials

Links
This unit links to the following related units:
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● Unit 1: Business and the Business Environment

● Unit 33: Marketing Insights and Analytics

● Unit 34: Digital Marketing

● Unit 35: Integrated Marketing Communications

Student Assessment Submission and Declaration

When submitting evidence for assessment, you must sign a declaration confirming that the work is
your own.

Student
Assessor name:
name:
Submission Submitted
Issue date:
date: on:

Programme
Pearson BTEC Level 4 Higher National Certificate in Business
:

Unit: Unit 2: Marketing Processes and Planning

Plagiarism
Plagiarism is a form of cheating. Plagiarism must be avoided at all costs and students who break the
rules, however innocently, may be penalised. It is your responsibility to ensure that you understand
correct referencing practices. As a university level student, you are expected to use appropriate
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references throughout and keep carefully detailed notes of all your sources of materials for material
you have used in your work, including any material downloaded from the Internet. Please consult the
relevant unit lecturer or your course tutor if you need any further advice.

Student declaration:
I certify that the evidence submitted for this assignment is my own. I have clearly referenced any sources
and any artificial intelligence (AI) tools used in the work. I understand that false declaration is a form of
malpractice.

Student signature: Date: