LO1 Explain the role of marketing and how it interrelates with other business units of an organisation.

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.

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

The balance of 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

HubSpot. How to Develop a Successful Marketing Mix Strategy [+ Templates]. Available at: https://blog.hubspot.com/marketing/marketing-mix

HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your Digital   Presence.

Available at:  https://blog.hubspot.com/marketing/digital-strategy-guide

MindTools. 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/marketing-strategy/marketing-strategy-vs-tactics-difference/

Your Dictionary. Tips for Writing a Briefing Document. Available at: https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writing-a-briefing-document.html

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

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.

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

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

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

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