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Assignment Briefs
10-23-2024
LO1 Explain the role of marketing and how it interrelates with other business units of an organisation.
Assignment Brief
Unit 2: Marketing Processes and Planning
Unit Number and Title
Unit 2: Marketing Processes and Planning
Academic term
September – December 2024
Module Leader
Unit Tutors
Student Support Lecturer
Assignment Title
The Marketing Concept Seminar
Issue Date
WC: 16/09/2024
Formative Feedback date
WC: 04/11/2024
Submission Date
02/12/2024
Submission format
Report with Presentation (covering P4 criterion)
Submission Guidelines
The submission should be in the form of a Report. This should be written in a concise, formal business style using 1.5-line spacing and Times New Roman font size 12. You are required to make use of headings, paragraphs, and subsections as appropriate and all work must follow the submission guidelines and be referenced using the Harvard referencing system. Please make sure the similarity does not exceed the threshold of 20% as assignments with higher similarity may get blocked. Please provide a bibliography using the Harvard referencing system. The recommended word limit is a minimum of 3000–a maximum of 5000 words, although you will not be penalized for exceeding the total word limit.
Unit Learning Outcomes
LO1 Explain the role of marketing and how it interrelates with other business units of an organisation.
Transferable skills and competencies developed
Articulating and effectively explaining information.
Communication and listening, including the ability to produce clear, structured business communications in a variety of media.
Conceptual and critical thinking, analysis, synthesis and evaluation.
Vocational Scenario
BMW is one of the leading firms in the automotive industry, not only offering premium vehicles but for many years also providing customer with financial, on-demand and telematics services. The firm`s transformation to customer-centric began by introducing telematics services in 1997. For the past 22 years, BMW has not only been offering telematics services, but has become the dominant force in the digital service market. The range of services available for current BMW models includes a personal telephone information service, emergency calls, Google Local Search, traffic information and internet-based services for navigation, communication and infotainment. These services are available in 45 countries, and there are already over 10 million connected BMW vehicles on the world’s roads. As a Marketing Officer representing BMW on this high-profile marketing panel, your objective is to highlight how BMW is leading the way in sustainability, digital transformation, and customer-centric marketing strategies. By showcasing BMW’s innovative marketing tactics, partnerships, and future vision, you will reinforce the company’s reputation as a forward-thinking luxury brand that stays true to its heritage while adapting to modern consumer demands.
Assignment activity and guidance
You are working as a marketing officer at BMW. You have been approached by BMW (the company is organizing a seminar in the UK), and they have invited you to be a part of the marketing panel in that seminar. The seminar is aimed at introducing younger audiences to marketing as an exciting career pathway. You have been given a slot and have been asked to discuss and analyse the following areas:
Define marketing and explain the concept and role of marketing in the 21st century, and the roles in marketing concerning the marketing environment. (1)
Explain, by considering the above scenario, how the marketing function helps BMW shape and achieve its vision, mission, and purpose (2)
Explain the interrelationships between various functional units of an organization and marketing. Also, analyse the significance of the relationship between marketing and other functional units in BMW .
Critically analyse the external and internal environment in which the marketing function operates.
Submission Guidelines
The assignment is to be submitted as a briefing paper that can be presented in a format of your choice. The briefing paper must be clear and concise, stating what the problem/issue is, and include a summary of analysis and recommendations. All your work must be in the submission guidelines and referenced correctly using the Harvard 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 briefing paper is a minimum of 1500–a maximum of 2500 words, although you will not be penalized for going under or exceeding the total word limit.
Unit Learning Outcomes
LO2 Compare ways in which organizations use elements of the marketing mix to achieve overall business objectives.
Transferable skills and occupational competencies developed
Use appropriate business systems and software effectively to deliver marketing outcomes efficiently, for example, to analyse data, produce reports, and deliver a copy.
Produce a wide range of creative and effective communications, showing ability to write and proofread clear and innovative copy and project briefs, and give confident presentations.
Assimilate and analyse data and information from a range of sources to support marketing activities.
Ability to analyse and evaluate a range of business data.
Commercial acumen based on an awareness of the key drivers for business success.
Vocational scenario
Mercedes-Benz, renowned for its luxury vehicles and cutting-edge technology, is preparing to launch an all-new electric vehicle (EV) model as part of its ongoing commitment to sustainable innovation. With the automotive industry rapidly shifting toward electrification and eco-friendly technologies, Mercedes-Benz aims to strengthen its position as a leader in both luxury and sustainability. Mercedes-Benz leverages a mix of traditional and digital marketing channels, including television, print ads, social media, and influencer partnerships, to engage with a diverse consumer base. The company also participates in international auto shows and events held in the UK to highlight its latest models and advancements. Moreover, the company is preparing to launch a new electric vehicle (EV) as part of its transition toward sustainable and environmentally friendly transportation. Mercedes-Benz is committed to innovation, luxury, and sustainability, and this new EV model will reflect those values while competing with other leading EV manufacturers like Tesla and BMW. In your role as Junior Marketing Analyst at Mercedes-Benz, one of your key roles is to gather information on competitors to analyse their sales, prices, and methods of distribution and marketing to thoroughly learn about the competition. In conducting benchmarking analysis, the organization can identify where changes are to be made to improve performance.
Assignment activity and guidance
You have been tasked with conducting a benchmarking analysis to develop a compelling proposition for a new product line. In collaboration with your manager, you`ve identified the value in critically assessing marketing mix strategies among various businesses that offer luxury branded products. This approach, referred to as `process benchmarking’, aims to gain creative insights that will inform the development and launch of your new product.
Compare how Mercedes-Benz and the BMW and any other two organizations apply the marketing mix to the marketing planning process to achieve their business objectives(3).
Review and evaluate the marketing strategies and tactical approaches adopted by each business and how they contribute to the success of the organizations in meeting their overall business objectives.
Submission Guidelines
Students will submit a marketing plan that addresses the set brief and prepare a 5-minute individual (in-class) PowerPoint presentation. No recorded videos will be accepted. Your face-to-face presentation should be supported with PowerPoint slides. This should be written in a structured format, making use of headings and sub-headings, and using business language. A bibliography should be provided using the Harvard referencing system. Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit is a minimum of 1000– a maximum of 1500 words, although you will not be penalized for exceeding the total word limit.
A detailed media plan needs to be fully integrated into the overall marketing plan.
Unit Learning Outcomes
LO3 Produce a marketing plan for an organization that meets marketing objectives.
LO4 Develop a media plan to support a marketing campaign for an organization.
Transferable skills and competencies developed
How to plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives.
How to evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources?
A creative and analytical mind, with a willingness to think of new ways of doing things.
Research skills for evidence-based decision-making.
Vocational scenario
Aston Martin , the renowned luxury car manufacturer, has strategically crafted a marketing strategy that sets it apart in the competitive automotive industry. With a focus on exclusivity, British heritage, and exceptional craftsmanship, Aston Martin has successfully positioned itself as a symbol of luxury, elegance, and performance.
One of the key elements of Aston Martin’s marketing strategy is the association with James Bond, which has become iconic and deeply ingrained in popular culture. This partnership has not only enhanced the luxury image of the brand but also reinforced the notion of exclusivity. Owning an Aston Martin is not just about owning a luxury car; it’s a statement of prestige and sophistication.
Aston Martin understands the importance of creating an immersive brand experience that appeals to the senses, values, and aspirations of their target audience. Their marketing approach aims to evoke powerful emotions and associations, building a brand image that exudes elegance and exclusivity. Finally, Aston Martin’s marketing strategy emphasizes the importance of high-performance engineering to position their vehicles as premium offerings in the luxury car market
Assignment activity and guidance
You now need to develop a compelling and creative marketing plan for Aston Martin. It must clearly articulate a bold marketing strategy and include tactical actions that are aligned with the overall organizational objectives. Your marketing plan also needs to incorporate a media plan as part of the overall marketing campaign.
Provide a report that contains a detailed marketing plan. Also, develop and deliver a 5-minute individual presentation on the plan using the P4 criterion.
Develop a marketing plan that includes key elements of marketing planning for Aston Martin or any organization of your choice to achieve marketing objectives. The marketing plan should include the following elements:
Brief company profile
Three marketing objectives
Marketing Mix strategy
Target Market
Marketing positioning
Budget
§ Monitoring and Evaluation(4)
Furthermore, develop a detailed tactical marketing plan for Aston Martin or any organization of your choice that assesses the accomplishment of marketing objectives using key performance metrics.
Integrate the extended marketing mix to achieve the marketing objectives. In addition, produce a strategic marketing plan for Aston Martin that measures the achievement of marketing objectives within key performance metrics.
Produce a media plan recommending at least three different channels/media (using the Template provided) that includes recommendations and rationale for selected media activities that meet budgetary requirements and objectives of a marketing campaign brief. (5)
Integrate into the media plan a multimedia plan, selecting relevant digital, offline, and social media channels for communication.
Furthermore, based on quantitative and qualitative criteria, provide a justified integrated multimedia plan.
(5) Digital Media Plan-Template
Campaign type & rationale
Objectives
Target Audience
Medium
Rationale for selection of medium
Run Time
Evaluation
Estimated cost
Banner, TV ad, social media, print media or any
Explain the overall objectives of this campaign
Who are the target audience
Where are you running the campaign (such as in print media, using TV, or social media using Snapchat)
What does your ad include, what message is being conveyed
When will it start, how long will it run for and when will it finish
How would you evaluate, the number of views, number of clicks, number of purchases, and increase in sales?
What is the total cost of the plan
Learning Outcomes and Assessment Criteria
Pass
Merit
Distinction
LO1 Explain the role of marketing and how it interrelates with other business units of an organization
D1 Critically analyse the external and internal environment in which the marketing function operates.
P1 Explain the concept of marketing and marketing operations including the different areas and role of marketing.
P2 Explain how the marketing function relates to the wider organizational context.
M1 Analyse the role of marketing in the context of the marketing environment.
M2 Analyse the significance of interrelationships between marketing and other functional units of an organization.
LO2 Compare ways in which organizations use elements of the marketing mix to achieve overall business objectives
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives.
P3 Compare how different organizations apply the marketing mix to the marketing planning process to achieve business objectives.
M3 Review strategies and tactical approaches applied by organizations to demonstrate how business objectives can be achieved successfully.
LO3 Produce a marketing plan for an organization that meets marketing objectives
D3 Produce a strategic marketing plan for an organization that measures the achievement of marketing objectives within key performance metrics.
P4 Develop a marketing plan that includes key elements of marketing planning for an organization to achieve marketing objectives.
M4 Produce a detailed tactical marketing plan that integrates the extended marketing mix to achieve marketing objectives.
Pass
Merit
Distinction
LO4 Develop a media plan to support a marketing Campaign for an organization.
D4 Provide a justified integrated multimedia plan based on quantitative and qualitative criteria.
P5 Produce a media plan that includes recommendations and rationale for selected media activities that meet budgetary requirements and objectives of a marketing campaign brief.
M5 Devise an integrated multimedia plan, selecting appropriate digital, offline, and social media channels for communication.
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/was/2014/08/26/how-to-do-a-webinar
HN Global
HN Global (2021) Reading Lists . Available at: https://hnglobal.highernationals.com/learning- zone/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
Core Textbooks:
Kotler, P. and Armstrong, G. (2019). Principles of Marketing. Pearson
G, Bloody. (2021). Marketing Processes a Complete Guide - 2019 Edition. 5StarCooks
Recommended Textbooks:
Essential Operations Management. London: Palgrave.
Introduction to Management. 4th Ed. London: Palgrave Macmillan.
LO1 Explain the role of marketing and how it interrelates with other business units of an organisation.
Define marketing and explain the concept and role of marketing in the 21st century, and the roles in marketing concerning the marketing environment (Case of BMW)
Defining Marketing and Its Role in the 21st Century
Marketing refers to the process of identifying, anticipating, and satisfying customer needs and wants through the creation, communication, delivery, and exchange of offerings that have value for customers, clients, partners, and society at large. In the 21st century, marketing has evolved beyond mere transactional activities; it now plays a strategic role in shaping an organisation’s vision, fostering customer relationships, and driving brand loyalty. In an era dominated by digitalisation, data analytics, and global competition, marketing has become integral to creating sustainable business models and adapting to rapid market changes.
The role of marketing in today’s world extends to understanding and influencing consumer behaviour, utilising digital platforms, developing brand positioning, and aligning with broader corporate social responsibility (CSR) initiatives. Marketing functions are not only responsible for generating revenue but also contribute to building a positive brand reputation and long-term customer engagement.
Marketing at BMW: Supporting Vision, Mission, and Purpose
BMW’s marketing function is pivotal in achieving its vision, mission, and purpose. The company’s vision is to be the world`s leading provider of premium products and services for individual mobility, while its mission focuses on providing outstanding premium products and services for customer delight. Marketing plays a critical role in conveying these aspirations to both existing and potential customers, particularly younger audiences.
Brand Positioning: Marketing efforts at BMW help position the brand as a luxury and innovative automotive leader. By targeting younger demographics through campaigns that highlight BMW’s cutting-edge technology, environmental sustainability efforts, and design excellence, the company aligns its communications with future consumer trends.
Customer Engagement: Marketing is essential in fostering strong relationships with BMW’s diverse customer base. Through digital platforms, social media, and targeted advertising, the marketing team engages potential customers, providing them with information that speaks to their lifestyle aspirations, preferences for premium experiences, and values of innovation.
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