Introduction
The unit will investigate underlying models, techniques and theories that underpin marketing and can contribute to strategic objectives. It will also provide Learners with a critical understanding of the marketing function within complex organisations.
708 Strategic Marketing Assignment-UK.
Scenario
Learners may use their own employment context, or that of another organisation with which they are very familiar, to base their assignment. However, in the case that they are not able to do so, please use the below scenario: –
You are a senior manager, leading the marketing department of an organisation. Your team is responsible for identifying and delivering a marketing plan that supports organisational objectives.
Task 1:
Critically evaluate a range of marketing tools, techniques and principles’ can be deployed to support general organisational strategy, exploration of marketing orientation will be of value here. Summative explore how these techniques impact on marketing planning. Organisational are increasing deploying marketing concepts in many functional areas, in a seamless fashion, to the benefit of the organisation.
Determine how key marketing methodologies and approaches contribute towards marketing planning within diverse organisations. This task would blend well with 1.1.
Detail the component part of the plan, considering your organisational context is complex; ensure that these component parts have sufficiency, to address complexity. Perform a risk assessment, or other methodology of your choice. Put in place a contingency plan to address identified risk, include within this an action statement. A project approach may be
considered as a means of implementation of your identified actions and contingencies.
A.C. 1.1 – Critically evaluate how marketing techniques and tools can support the strategy of an organisation and how this impacts on the marketing plan
A.C. 1.2 – Determine marketing methodologies and approaches that contribute to a marketing plan within complex organizations
A.C. 1.3 – Address risk associated with the marketing plan.
708 Strategic Marketing Assignment-UK.
Task 2:
Review your work and research in 1.3, further critically analysing the sectional component parts of the marketing plan, evaluate the critical sections of the plan, those that may make the greater contributions to the whole, towards meeting the established strategic marketing objectives.
Review the high risk sections of the marketing plan and evolve and justify appropriate strategies and tactics to reduce, keep in check or design out altogether, as appropriate to your scenario. Quantitative risk assessment techniques, that can be justified and interrogated is strongly advised here.
Develop a marketing plan. Review your assignment research and output thus far, for areas of the marketing plan that have already been covered, avoiding duplication, and supporting a reduction in the burden of assessment.
A.C. 2.1 – Critically analyse the components of a marketing plan and the levels of importance of each component to the achievement of strategic objectives
A.C. 2.2 – Address mitigation strategies for high risk components of the plan
A.C. 2.3 – Develop a marketing plan that will achieve strategic objectives for a complex organisation
Task 3:
You are asked to construct a marketing plan for a specific area within your responsibility. Identify measures for evaluating the success of the plan. Explain the process that is required in order to secure approval within your organisation.
Develop an approach or approaches to gain commitment and buy in into your plan. It is likely that you will have many factors effecting engagement, loyalty; the social ethics of your plan would also be valid here. It should be remembered that it is very important to retain commitments for the duration of the plan, further, that stakeholders’ positions are likely to
shift during the duration of the plans life. Future learning from your plan is also a valid aspect of inclusion into your planning reviews.
Marketing planning has essentially built in plan monitoring and controls, conduct research into the concepts of monitoring and control, within a marketing context. Select and apply such techniques that fit your organisational culture, size and scope of the plans activities and level of operation.
A.C. 3.1 Discuss how the plan supports strategic objectives
A.C. 3.2 Develop an approach to gain agreement for the marketing plan that will change organisation actions and methods to achieve strategic objectives
A.C. 3.3 critically evaluate and provides review measures for the agreed plan
Assignment Guidelines:
All work must be submitted in a single electronic document (.doc file). This should go to the tutor and Centre Manager/Programme Director, plus one hard copy posted to the Centre Manager.
The assignment must be the Learner’s own work and not copies of theories or models. Direct quotes should be kept to a minimum, and shown in inverted commas. Models described and other quotes used must be properly attributed and referenced as appropriate. Learners must acknowledge or reference any sources that have been used to
complete the assignment, listing reference material and web sites used.
Learners are encouraged to produce a reflective statement of no more than 300 words (which does not count towards the final word count), describing the value and knowledge gained from undertaking this assignment. The reflective statement is not assessed; however it encourages you to review the value and application of your learning.
Plagiarism and Collusion
In submitting the assignment Learner’s must complete a statement of authenticity confirming that the work submitted for all tasks is their own. The statement should also include the word count.
Plagiarism and collusion are treated very seriously. Plagiarism involves presenting work, excerpts, ideas or passages of another author without appropriate referencing and attribution. Collusion occurs when two or more learners submit work which is so alike in ideas, content, wording and/or structure that the similarity goes beyond what might have
been mere coincidence.
Appendices:
Separate Appendices should not be used. Any use of tables, graphs, diagrams, Gantt chart and flowcharts etc. that support the main report should be incorporated into the back of the assignment report that is submitted. Any published secondary information such as annual reports and company literature, should be referenced in the main text of the
assignment but not included.
Confidentiality:
Where a Learner is using organisational information that deals with sensitive material or issues, they must seek the advice and permission from that organisation about its inclusion. Where confidentiality is an issue, Learners are advised to anonymise their assignment report so that it cannot be attributed to that particular organisation.
Word Count Policy
In total, the assignment report should be between 2500 – 4500 words. Learners must comply with the required word count, within a margin of +10%. These rules exclude the index (if used), headings and information contained within references and bibliographies.
When an assessment task requires learners to produce presentation slides with supporting notes, the word count applies to the supporting notes only.
708 Strategic Marketing Assignment-UK.
Referencing and Professionalism
A professional approach to work is expected from all learners. Learners must therefore identify and acknowledge ALL sources/methodologies/applications used. The learner must use an appropriate referencing system to achieve this. Marks are not awarded for the use of English; however the learner must express ideas clearly and ensure that appropriate terminology is used to convey accuracy in meaning.
Submission of Assignments:
All work to be submitted on the due date as per Centre advice.
All work must be submitted in a single electronic document (.doc file). This should go to the tutor and Centre Manager/Programme Director, plus one hard copy posted to the Centre Manager.
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